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.
","abstract_html":"<p>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.</p>","abstract_has_math":false,"creators":["Spiegelhoff, Joseph Michael"],"institution":null,"degree_name":"Master of Arts in Journalism (MA)","degree_level":"Thesis","degree_discipline":null,"degree_department":null,"school":null,"contributors":["Brown, Lucy M.","Dittmore, Stephen W."],"advisors":["Wicks, Jan L."],"committee_chairs":[],"committee_members":[],"year":2016,"date_issued":"2016-08-01T07:00:00Z","date_published":"2016-08-01T07:00:00Z","updated_at":"2026-07-24T00:58:14Z","subjects":["Social sciences","Communication and the arts","Animal","Animal shelter","PSA","Public service announcement","Social marketing","Social media","Journalism Studies","Marketing","Nonprofit Administration and Management"],"languages":[],"rights":[],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://scholarworks.uark.edu/etd/1631","outbound_label":"Repository record","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Brown, Lucy M.","Dittmore, Stephen W."]},{"key":"dc:contributor.advisor","label":"Advisor","values":["Wicks, Jan L."]},{"key":"dc:creator","label":"Author","values":["Spiegelhoff, Joseph Michael"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date","label":"Dc Date","values":["2016"]},{"key":"dc:date.available","label":"Dc Date Available","values":["2017-09-29T07:00:00Z"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Thesis"]},{"key":"thesis:degree_name","label":"Degree Name","values":["Master of Arts in Journalism (MA)"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Social sciences","Communication and the arts","Animal","Animal shelter","PSA","Public service announcement","Social marketing","Social media","Journalism Studies","Marketing","Nonprofit Administration and Management"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["https://scholarworks.uark.edu/etd/1631"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["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.
"]},{"key":"dc:title","label":"Title","values":["A Social Marketing Plan for the Lester C. Howick Animal Shelter"]}]}],"canonical_facts":{"dc:contributor":["Brown, Lucy M.","Dittmore, Stephen W."],"dc:contributor.advisor":["Wicks, Jan L."],"dc:creator":["Spiegelhoff, Joseph Michael"],"dc:date":["2016"],"dc:date.available":["2017-09-29T07:00:00Z"],"dc:description.abstract":["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.
"],"dc:identifier":["https://scholarworks.uark.edu/etd/1631"],"dc:subject":["Social sciences","Communication and the arts","Animal","Animal shelter","PSA","Public service announcement","Social marketing","Social media","Journalism Studies","Marketing","Nonprofit Administration and Management"],"dc:title":["A Social Marketing Plan for the Lester C. Howick Animal Shelter"],"thesis:degree_level":["Thesis"],"thesis:degree_name":["Master of Arts in Journalism (MA)"]},"updated_at":"2026-07-24T00:58:14Z"}