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NidalSalem_VCD_Thesis_2018.pdf (4.09 MB)

ETD Abstract Container

Abstract Header

Using Design Thinking to Explore Millennial Segmentation Gaps and Improve Relevancy within Cuyahoga Valley National Park

Salem, Nidal Eleanor
http://orcid.org/0000-0002-0006-8481
http://rave.ohiolink.edu/etdc/view?acc_num=kent1524496515760127

Abstract Details

2018, MFA, Kent State University, College of Communication and Information / School of Visual Communication Design.
With low Millennial visitation rates to Cuyahoga Valley National Park (CVNP), this study set out to employ design thinking to explore the surrounding cities' Millennial generation. This was to aid in evaluating and understanding how and in what ways CVNP could better connect with this target audience. Secondary and primary research created an abundance of Young Millennial data. This information was then used to find potential inclusion tactics, as well as to communicate strategies for building and strengthening CVNP's relevancy with this demographic. Young Millennial data reflected how the lack of audience segmentation negatively affected CVNP's Millennial visitation rate within the park. After discovering what CVNP's greatest needs and desires were, further insight directed development of a segmented social media marketing strategy and visual guide. The solutions served as successful functional tools, adequate for aiding toward building relevant content, choosing appropriate distribution channels, analyzing metrics and implementing creative tactics toward virality. Using the iterative design thinking process of inspiration, synthesis, ideation and implementation proved to successfully guide in acquiring crucial Young Millennial data, as well as creating a progressive solution aimed at bridging audience segmentation gaps.
Sanda Katila (Advisor)
Jessica Barness (Committee Member)
Danielle Coombs (Committee Member)
Ken Visocky O’Grady (Committee Member)
73 p.
Communication; Design; Environmental Management; Marketing; Recreation
Design thinking; Millennial data; National park inclusion; National Park relevancy; Cuyahoga Valley National Park; outdoor recreation marketing; segmentation gaps; National Park Millennial research; National Park Service Research; NPS

Recommended Citations

Citations

  • Salem, N. E. (2018). Using Design Thinking to Explore Millennial Segmentation Gaps and Improve Relevancy within Cuyahoga Valley National Park [Master's thesis, Kent State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=kent1524496515760127

    APA Style (7th edition)

  • Salem, Nidal. Using Design Thinking to Explore Millennial Segmentation Gaps and Improve Relevancy within Cuyahoga Valley National Park . 2018. Kent State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=kent1524496515760127.

    MLA Style (8th edition)

  • Salem, Nidal. "Using Design Thinking to Explore Millennial Segmentation Gaps and Improve Relevancy within Cuyahoga Valley National Park ." Master's thesis, Kent State University, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=kent1524496515760127

    Chicago Manual of Style (17th edition)

kent1524496515760127
548
© 2018, all rights reserved.
This open access ETD is published by Kent State University and OhioLINK.