A Social Marketing Plan for the Lester C. Howick Animal Shelter

<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>

Name thesis:degree_name

Master of Arts in Journalism (MA)

Level thesis:degree_level

Thesis

Year dc:date.available

2016

Author dc:creator

• Spiegelhoff, Joseph Michael

Advisor dc:contributor.advisor

• Wicks, Jan L.

Contributors dc:contributor

• Brown, Lucy M.
• Dittmore, Stephen W.

• Social sciences
• Communication and the arts
• Animal
• Animal shelter
• PSA
• Public service announcement
• Social marketing
• Social media
• Journalism Studies
• Marketing
• Nonprofit Administration and Management

Repository record dc:identifier

https://scholarworks.uark.edu/etd/1631

OAI identifier oai:identifier

oai:scholarworks.uark.edu:etd-3170