This project created a marketing plan for a specific company “American Aerogel” to increase sales and to penetrate Clinical Research Organizations; thus, the project considered the comprehensive integrated marketing communication in the company. A survey was used to determine whether the marketing strategy selected for the project—direct marketing email—would be beneficial for the company to help it increase brand awareness in the clinical research field. More specifically, emailing a marketing campaign to a specific target audience is likely to increase results. Therefore, data from 150 surveys about email marketing was collected and analyzed to determine the usefulness of email marketing for American Aerogel. Findings indicated that Clinical Research Organizations were receptive to email marketing to initiate and continue a business relation. Also, the study found that using a specific target market could maximize email response speed rate and facilitate a prospective sale.

Library of Congress Subject Headings

Communication in marketing; Electronic mail marketing--Public opinion; Research institutes--Employees--Attitudes

Publication Date


Document Type


Student Type


Degree Name

Communication and Media Technologies (MS)

Department, Program, or Center

School of Communication (CLA)


Kelly Norris Martin

Advisor/Committee Member

Grant Cos

Advisor/Committee Member

Andrea Hickerson


RIT – Main Campus