A Strategic Marketing Communications Plan for Court Appointed Special Advocates

This study analyzes the current marketing communications efforts of Court Appointed Special Advocates (CASA) of Johnson and Wyandotte Counties in terms of how those efforts help meet the organization's primary goal of fundraising. Two main hurdles are 1) lack of awareness and understanding of CASA's mission and services, and 2) a negative perception of foster care. The team conducted primary research including in-depth interviews and surveys, as well as extensive secondary research on economic impact, corporate giving, communication channels, volunteer impact, non-profit market and CASA's financial condition. Better educating the public has a high probability of leading to an increase in volunteers and funding. Equipping supporters with the right key messages and means to spread the word about CASA is critical. Our team recommends strategies that focus more resources on PR, radio public service announcements (PSAs), word of mouth and social media, and in order to maximize return on resources.

Grantor dc:publisher

University of Kansas

Year dc:date.issued

2010

Author dc:creator

• Abernethy, Stacy Ann

Advisor dc:contributor.advisor

• Gentry, James K

• Journalism

Statement dc:rights

• Copyright held by the author.

Language dc:language.iso

EN

Dc Identifier Other

http://dissertations.umi.com/ku:10852

OAI identifier oai:identifier

oai:kuscholarworks.ku.edu:1808/36998