Date of Graduation


Document Type


Degree Name

Master of Arts in Journalism (MA)

Degree Level





Jan L. Wicks

Committee Member

Lucy M. Brown

Second Committee Member

Steve Dittmore


Social sciences, Communication and the arts, Animal, Animal shelter, PSA, Public service announcement, Social marketing, Social media


The Lester C. Howick Animal Shelter (Howick) is a non-profit organization serving Washington County, Arkansas and the Northwest Arkansas community. This thesis offers Howick a comprehensive Social marketing plan. The goal of the animal shelter is to increase the total number of cats and dogs adopted, increase the total amount of donations, and increase the number of volunteers helping at the facility and various events. In order to accomplish these goals for 2016, a Social marketing plan was developed through research on other non-profit organizations, other animal shelters, communication with the shelter employees, crafting a public service announcement (PSA), and evaluating the PSA through an online survey. The Social marketing plan gives the Lester C. Howick Animal Shelter recommendations on how to connect with young adults and families in the Northwest Arkansas community in order to gain potential adopters, donors, and volunteers. The Social marketing plan also created a PSA and brand identity to be used through various Social media platforms and communication media. The PSA and survey were developed using the Elaboration Likelihood Model of persuasion, and responses to the survey were used to make PSA revisions and recommendations to the Social marketing plan. The Social marketing plan will help increase adoptions, donations, and the number of volunteers for the Lester C. Howick Animal Shelter.