Marketing for Survival: Effective Strategies for Small Businesses in Hospitality during the COVID-19 Pandemic


Pokotylo, Hannah

About me

As a fourth-year Professional Communication student, I can safely say that I have thoroughly enjoyed my time at Ryerson. I have learned so much from all of the faculty as well as my peers, and I am so grateful for my time here. Needless to say, my choice to transfer to Ryerson was one I do not regret. This year, I also had the honour of being the Social Media Team Lead for Signify 2021. This was a great learning experience that I feel has helped to prepare me to enter into the professional landscape. I am passionate about social media and branding and I hope to enter into the industry upon graduation.



My capstone research project is titledĀ Marketing for Survival: Effective Strategies for Small Businesses in Hospitality during the COVID-19 Pandemic. I chose to focus my research on this topic because not only is it relevant on a global scale, but it is also a topic that resonates closely with me. As someone who has worked in the hospitality for a number of years to put myself through my degree, it is very disheartening to see the devastation that the pandemic is causing to the industry. The main question that I hope to answer with my research is: What marketing strategies are small businesses in the hospitality industry using to survive? So far, I have completed my interviews, surveys, and other primary research and have therefore been able to analyze my data to establish some preliminary findings. These findings are in the form of strategies that the public identified as effective and include having a social media presence, including a personalized touch to a guest experience, introducing specials and promotions, providing convenience to guests, and implementing effective COVID-19 precautions.

Lightning Talk

Project Tags

marketing; COVID19; social media; branding; small businesses; hospitality

Marketing for Survival

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