Term Project Part I entails conducting secondary research. Here, you will gather external sources of
information about the company, team, and brand/sponsor recall.
The paper should be:
10 pages in length (not including the required Works Cited page or an optional Appendix)
In essay format (not bullet points)
Typed, double-spaced, Times New Roman, font size 12 with 1” margins
In a business writing style
Divided into logical, clear subcategories
Consistent—in terms of voice, citations*, and content
Contain a minimum of 8 reputable sources; no more than 10% of the paper can contain direct
quotations (paraphrasing is preferable)
* This includes both in-text citations AND a works cited page at the end of the paper (e.g., APA
Section 1: General Information
About the sports and entertainment company (Madison Square Garden Company)
About the team NY Rangers
Provide a brief history (of both) and discuss the team’s sponsors and brand partners (i.e., marketing
partnerships). Also, in this section, you can provide any other relevant (marketing/business related)
Section 2: Conduct a social media audit – Instagram, Twitter, and Facebook
New York Rangers: Instagram (nyrangers), Twitter (nyrangers), Facebook (New York Rangers)
For each channel, include details such as likes, followers/following, types of content/posts,
frequency of posts (and frequency of various types of posts), consumer engagement with different
types of posts (e.g., which posts seem to generate most engagement?), sponsors/brands that appear
frequently, and anything else that strikes you as interesting or important. Note differences between
Section 3: Extant Research on Brand and Sponsor Recall
Find 4 relevant articles using the Hofstra Library about sponsor recall and/or brand recall. Read
them, provide a summary, and important/interesting takeaways.
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