Arizona FBLA Collegiate inspires and prepares students to become community-minded business leaders through relevant career preparation and leadership experiences. AZ FBLA Collegiate has suffered a significant decrease in membership and participation due to a lack of marketing historically. Through the use of a strategic marketing campaign, AZ FBLA Collegiate has increased brand awareness and possesses the ability to recruit and retain active members. A thesis is presented alongside a PowerPoint presentation which outlines a strategic marketing campaign with a concentration in digital marketing for AZ FBLA Collegiate that is tied to organizational goals. This PowerPoint and thesis include research and implementation of reverse marketing tactics within the AZ FBLA Collegiate website, Facebook, and Instagram. There was also the creation of a multitude of marketing materials, including a Linktree, publication designs, and video interviews with alumni. The final PowerPoint and thesis aim to not only present a guide for FBLA Collegiates' marketing campaign but explain the evolution that AZ FBLA Collegiate has gone through in terms of marketing.

As young women merge into the business world, the business environment structure often asks them to adjust or change their identity to be accepted by their male peers. Such identity changes include adopting masculine forms of professional dress, building relationships in the workplace, and dealing with personal life. Through a qualitative research methodology, the study explores the communication practices that women engage in to succeed in the masculine business/corporate environment. Research indicates various types of limitations in masculine environments in connection with the flexibility of schedule, equal pay, and balance between professional and family life, leading to emotional and psychological impacts. Moreover, findings indicate the use of resistance tools to assist women in the corporate/business environment in leadership mentoring, education, and information found on apps and social media. I highlight practical implications, discuss limitations, and provide recommendations for future directions.