Date of Graduation

1-2017

Document Type

Thesis

Degree Name

Master of Arts in Journalism (MA)

Degree Level

Graduate

Department

Journalism

Advisor/Mentor

Jan L. Wicks

Committee Member

Lucy Brown

Second Committee Member

Ron Warren

Keywords

7hills Homeless Center, Campaign, Homelessness, Marketing Plan, Non-profit

Abstract

7hills Homeless Center is located in Fayetteville, Arkansas and is committed to ending homelessness in Northwest Arkansas by developing and implementing innovative services to equip the near-homeless and homeless in leading healthy and productive lives through strategic community partnerships with citizens, business, and government agencies. This thesis offers 7hills Homeless Center a comprehensive social marketing plan. The goal is to increase awareness of homelessness in Northwest Arkansas and to increase donor and volunteer involvement with 7hills. In order to accomplish these goals, a social marketing plan was developed by researching target volunteer and donor audiences, homelessness, and successful campaigns from other homeless shelters. In addition, an online survey was conducted to test the effectiveness of a public service announcement (PSA) and gather information concerning 7hills’ operations and media interactions. The survey results were used to revise the PSA and make recommendations for the social marketing plan.

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