Gifted and Talented Program

Product Abstract
Each student in the Independent Research Program must carry out an authentic, advanced research project, which
is capable of evaluating its quality, authenticity, and novelty. The following information, written by the student,
provides an overview of the project proposal as planned.

Student: Rachel Ma Date: May 18, 2018

Research Title: Hashtag, Like, Retweet: Social Media Marketing for Small Businesses

Purpose: To assess effective strategies and synthesize a plan in Social Media Marketing (SMM) for businesses.

Outcome: Presentation including background research and a step-by-step marketing plan.

Novelty of Product: Marketing is a broad and often vaguely defined field with few quantitative studies. Half of all
small businesses fail within five years, and lack of resources or a solid marketing plan is one of the driving factors
behind this phenomenon. Inability to reach a wider audience, develop a cohesive brand image, or communicate well
with their audiences are a few factors weighing into this failure. A concrete marketing plan tailored for small
businesses is relevant and necessary to expand customer bases and enhance communication.

Audience: The intended audience of the project consists of small business owners interested in elevating and
streamlining their marketing plans, as well as marketers working in the field.

Procedure or Method: Steps Taken to Complete the Project as of 5/18/18.

1. Intensively gathered information on Social Media Marketing (SMM) from scholarly journals and college
libraries to build a knowledge base.
2. Secured a mentor: Ms. Karen Isailovic, founder and CEO of the Root Studio in Columbia.
3. Begin work onsite in basic scheduling and event management under Ms. Racquel Keller.
4. Presented preliminary research to high school students in Howard County.
5. Created a background review of preliminary research, including data in engagement, analytics, and
effectiveness of advertising campaigns.
6. Maintained and analyzed effectiveness of using various social media platforms to market Root Studio.
7. Synthesized a concrete, three-step marketing plan and created presentation introducing and discussing the
implementation of the plan.
8. Presented the research and plan to mentors and professionals in the field.
9. Analyzed feedback on presentations and modified presentation.

Teacher’s Signature: ________________________ Student Signature: ________________________

Graduation: 2018