Date of Conferral

2022

Degree

Doctor of Public Administration (D.P.A)

School

Public Policy and Administration

Advisor

RICHARD H. WORCH Jr.

Abstract

The current study analyzed the Youth Service Center in a Southwest State’s marketing techniques and provided recommendations for change. The Youth Center in West Texas made use of all accessible marketing strategies and, their respective conversion rates were assessed. The theoretical framework of this study was based on Suchman's typology theory and a qualitative technique (online questionnaire) was used to obtain data using the Survey Hero software. Data were collected from 24 respondents including 14 stakeholders, five customers, four managers, and the CEO using simple random sampling. Data were collected from Youth Center in West Texas, a Texas-based nonprofit, for over 3 months, and, after that, an online questionnaire survey was evaluated using theme and content coding. The study results demonstrated how the Youth Service Center in Southwest State and other nonprofit organizations might use marketing methods such as brand collaborations to promote visibility, positioning, and awareness among target audiences and to further their philanthropic missions. The study recommended that Youth Service Center use all social media platforms, such as Facebook, Instagram, and Twitter to create awareness and promote marketing programs. Therefore, adopting new digital marketing choices is critical for Youth Service Center in Southwest State to raise awareness about positive social change. This positive change may develop a strong market presence. Moreover, Youth Service Center in Southwest State can collaborate with other groups to reach out to the El Paso community.

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