ProgramsSpring 2026 Stevens Industry Capstone ProgramProjectsDrive Local Foot Traffic through Digital Marketing

Project Title: Drive Local Foot Traffic through Digital Marketing

Zen Om Studio

Details
Project Title Drive Local Foot Traffic through Digital Marketing
Project Topics Digital Marketing Growth Strategy Marketing
Skills & Expertise Data Collection
Project Synopsis: Challenge/Opportunity
Zen Om Studio is a thriving health and wellness hub that excels in providing yoga and mindfulness services to its community. However, the studio currently faces a significant challenge in increasing local foot traffic and retaining clients, particularly in a post-pandemic environment where consumer habits have shifted. While the studio has a loyal clientele, attracting new members and encouraging repeat visits has become increasingly difficult as competition in the wellness sector intensifies.
Project Synopsis: Activities/Actions Required
  1. Key activities will include a combination of research, content creation, and data analysis. Students will conduct market research to identify target demographics and local competitors, followed by brainstorming sessions to develop a content plan for social media platforms. They will create 20.
  2. captivating short.
  3. form videos using in.
  4. studio footage, focusing on engaging hooks, clear calls.
  5. action (CTAs), and relevant captions. For the mailer program, students will design direct mail pieces that incorporate QR codes for tracking engagement. The project will also involve establishing KPIs for social media metrics, as well as developing a measurement plan for the mailer program to assess effectiveness through QR scans and redemption rates. Throughout this process, students will use digital marketing tools and analytics software to track progress and inform their strategies.
Project Synopsis: Expected Results
  • The expected outcomes of this project include a comprehensive social media growth plan and a tested local mailer program that can effectively drive foot traffic to Zen Om Studio.
  • Students will learn to create engaging digital content, analyze performance metrics, and implement targeted marketing strategies—skills that are essential for success in the digital marketing landscape.
  • Specific SMART goals include increasing social media reach by 30%, boosting profile visits by 25%, and achieving a 15% conversion rate from the local mailer program within four months.
  • By the end of the project, Zen Om Studio will have actionable marketing strategies that not only enhance local visibility but also contribute to sustained business growth.

Project Timeline

Zen Om Studio - Drive Local Foot Traffic through Digital Marketing
Due Date
Activities
Deliverables
Status
Action
Tue, 01/20/26
12:00 AM UTC
Academic Calendar
We’ve linked the Academic Calendar for this semester (below) to help you stay on track. It includes key dates such as university holidays, class schedules, deadlines, and other important academic milestones.

Be sure to review it carefully so you’re aware of when your team meets, when assignments are due, and how your Capstone work fits into the broader semester. Staying organized starts here!

https://www.stevens.edu/office-of-the-registrar/academic-calendar
No Deliverables
No deliverables are required for this action item.
Guiding Questions:
We’ve linked the Academic Calendar for this semester (below) to help you stay on track. It includes key dates such as university holidays, class schedules, deadlines, and other important academic milestones.

Be sure to review it carefully so you’re aware of when your team meets, when assignments are due, and how your Capstone work fits into the broader semester. Staying organized starts here!

https://www.stevens.edu/office-of-the-registrar/academic-calendar
Fri, 04/10/26
11:59 PM EST (UTC-05:00)
Spring 2026 Midterm Student Evaluation
Required Evaluation
Evaluation submission is required.
View
Fri, 04/10/26
11:59 PM EST (UTC-05:00)
Spring 2026 Midterm Presentations
Required Action Item
The Midterm Presentation is a key milestone in your Capstone experience. It gives your team the opportunity to showcase your progress, clarify your project goals, and gather valuable feedback from your faculty advisor and School of Business staff. 

This is your chance to demonstrate your understanding of the challenge, the approach you’re taking, and any early insights you've uncovered. Clear communication and thoughtful analysis at this stage will help ensure a strong finish to your project in the second half of the semester.

Treat it as both a checkpoint and a strategic opportunity to refine your work moving forward!

Christina Alwell will coordinate with team leads in February to schedule the midterm presentations. These will take place in mid-March.

Team Leads: Please upload a copy of your team’s Midterm Presentation here. This submission helps us keep track of progress and ensure faculty and industry partners have access to your work.
Required Deliverable
Deliverable submission is required.
View Calendar
Guiding Questions:
The Midterm Presentation is a key milestone in your Capstone experience. It gives your team the opportunity to showcase your progress, clarify your project goals, and gather valuable feedback from your faculty advisor and School of Business staff. 

This is your chance to demonstrate your understanding of the challenge, the approach you’re taking, and any early insights you've uncovered. Clear communication and thoughtful analysis at this stage will help ensure a strong finish to your project in the second half of the semester.

Treat it as both a checkpoint and a strategic opportunity to refine your work moving forward!

Christina Alwell will coordinate with team leads in February to schedule the midterm presentations. These will take place in mid-March.

Team Leads: Please upload a copy of your team’s Midterm Presentation here. This submission helps us keep track of progress and ensure faculty and industry partners have access to your work.
Fri, 05/22/26
11:59 PM EST (UTC-05:00)
Spring 2026 Final Student Self Reflection
Required Evaluation
Evaluation submission is required.
View
Fri, 05/22/26
11:59 PM EST (UTC-05:00)
Spring 2026 Final Presentations
Required Action Item
The Final Presentation is the culmination of your semester-long work and a chance to demonstrate the impact of your project. This is where your team presents your findings, recommendations, and overall contributions to your industry sponsor and faculty advisor.

It’s not just about what you accomplished—it’s about how you approached the problem, collaborated as a team, and applied your skills to deliver meaningful outcomes. Think of it as your professional showcase: a polished, confident presentation that reflects your effort, growth, and real-world readiness.

Take pride in what you've built and finish strong!

Christina Alwell will coordinate with team leads in early April to schedule the final presentations. These will take place in early/mid May (last week of classes and/or final exam period).

Team Leads: Please upload a copy of your team’s Final Presentation here. This submission helps us keep track of progress and ensure faculty and industry partners have access to your work.
Required Deliverable
Deliverable submission is required.
View Calendar
Guiding Questions:
The Final Presentation is the culmination of your semester-long work and a chance to demonstrate the impact of your project. This is where your team presents your findings, recommendations, and overall contributions to your industry sponsor and faculty advisor.

It’s not just about what you accomplished—it’s about how you approached the problem, collaborated as a team, and applied your skills to deliver meaningful outcomes. Think of it as your professional showcase: a polished, confident presentation that reflects your effort, growth, and real-world readiness.

Take pride in what you've built and finish strong!

Christina Alwell will coordinate with team leads in early April to schedule the final presentations. These will take place in early/mid May (last week of classes and/or final exam period).

Team Leads: Please upload a copy of your team’s Final Presentation here. This submission helps us keep track of progress and ensure faculty and industry partners have access to your work.