Date of Defense

12-6-2019

Date of Graduation

12-2019

Department

Communication

First Advisor

Brian Gogan

Second Advisor

Anna Popkova

Third Advisor

Pat Taylor

Abstract

In 1976, the Kalamazoo Eastside Neighborhood Association (KENA) was formed to preserve, enhance, and protect the natural beauty of the Eastside Neighborhood. KENA’s mission has always been to improve and enhance the physical, social, and economic environment of the Eastside section of Kalamazoo, Michigan. Because KENA’s mission is founded on its ability to connect with and empower Eastside residents, KENA has identified the need for a new content management strategy that would account for its unique organizational structure. The primary objective of my partnership with KENA is to improve the development and management of marketing content, so KENA is can more effectively to fulfill its mission of reaching residents and enhancing the Eastside.

I began my thesis project by growing in my understanding of the organization’s operations and conducting an in-depth analysis of KENA through a content audit. Following the content audit, I outlined the content infrastructure package I intended to provide the organization through a marketing plan. I then designed, user tested, and revised the document that would make implementing a new content infrastructure possible: a brand manual. Throughout my project, I welcomed critique in order to shape my work into an accurate and honest representation of KENA. I had the opportunity to empower others through my thesis to ensure KENA experiences sustainable success in reaching residents.

Access Setting

Honors Thesis-Restricted

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