PLACERVILLE, CALIFORNIA
Samantha Rains with Dominican Penguins logo

SAMANTHA RAINS, with the Dominican Penguins logo, is a junior business major and volleyball player at Dominican. Photo courtesy of Dominican University of California

Sports

Rains to present at AMA conference

By From page A7 | April 21, 2014

As a standout volleyball player and youth sports camp instructor at Dominican, Samantha Rains knows the value of teamwork.

When the honors student was accepted to present at the Academy of Marketing Science’s annual conference in Indianapolis May 21-23, Rains, the former Ponderosa multi-sport athlete, attributed her success to a team effort of School of Business professors that inspired and guided her to a future in marketing.

“If Anjali (bal) hadn’t called me into her office and said you should do marketing as your concentration or if Dr. (Christopher) Leeds hadn’t talked to me so many times about improving my business communications or if Kelly (Weidner) hadn’t helped and explained the methodology that didn’t click in my head, I wouldn’t be in this position,” Rains said. “I am 100 percent dedicated to them. They have done so much to help me above and beyond.”

While her professors mentored her along the way, Rains is solely responsible with creativity coming up with the unique marketing idea she will present with Bal and Weidner in Indianapolis at the AMS event.

The national conference features refereed paper sessions, research-in-progress sessions, panels, workshops, and other special invited sessions and, to the best of Bal’s knowledge, Rains is the only undergraduate to be lead author on a paper for the main conference.

“This paper was purely motivated by Samantha,” Bal said. “This is an amazing thing for anyone, let alone someone so young.”

Rains, a three-year starter on the Penguins’ volleyball team, focused her research on logo placement on the body in relation to brand recall and brand likeability. Her objective evolved and her paper grew into a larger and deeper presentation entitled “Going Under the Needle: The New Marketing Medium of Tattooing Professional Athletes.”

“Sam’s quest for knowledge and passion for life are uncoupled in any student I have taught,” says Bal, who welcomed Rains into her marketing principles class as a sophomore. “She has managed to thrive in challenging academic situations and has never faltered no matter how difficult a task I have presented her with.”

Rains was intrigued by the emergence of tattooing as a form of sponsorship and wondered why people would engage in such activity on numerous levels. She took time to look at literature in sociology, psychology and sports marketing in order to guide her paper.

At one point, while meticulously researching the project at Dominican and at home in Placerville, Rains’ paper approached the 30-page mark.

“I got really into it,” she says, grinning. “I thought, `This is insane, but I really like all the research I’m discovering.’ I need more.”

David Albee

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