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SarahMilli_MFAThesis2023.pdf (31.22 MB)

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Design Thinking for the Development of Effective Corporate Social Responsibility-Focused Marketing Campaigns

Milli, Sarah
http://rave.ohiolink.edu/etdc/view?acc_num=kent1702201111922056

Abstract Details

2023, MFA, Kent State University, College of Communication and Information / School of Visual Communication Design.
This thesis explores the relationship between design thinking methodologies and corporate social responsibility (CSR) initiatives. The work includes a case study of a national advertising campaign conducted by the author, a designer for Bellwether Enterprise (BWE), examining the transformative and adaptable nature of design thinking in shaping marketing projects. It emphasizes its influence on the perception and strategic direction of CSR efforts within the company. The research comprises two main themes: the examination of design thinking methods and their impact, and the exploration of CSR in terms of internal employee engagement and external effects on client relationships and business growth. The paper highlights how CSR enhances brand development with design thinking as a guiding framework, focusing on audience understanding, value proposition definition, and the creation of a visually and verbally coherent brand identity. The second section of the thesis centers on BWE's "Working Together" advertising campaign, celebrating a decade-long partnership with Enterprise Community Partners. The campaign involved in-person interviews with residents in affordable housing communities across the United States, emphasizing visual storytelling through documentary-style short films, portrait photography, written content, a microsite, and a 3D online exhibition. The paper evaluates the campaign's effectiveness, discussing outcomes, addressing challenges, and offering recommendations for future content creation using design thinking principles. The project aimed to authentically depict the experiences of affordable housing residents, contributing to BWE's CSR initiatives. The author's application of design thinking principles facilitated creative and innovative engagement strategies, aligning the campaign with the needs of both the organization and its audience. This thesis serves as a comprehensive exploration of the transformative potential of design thinking when applied to CSR marketing projects and initiatives, providing insights and lessons for future work.
Jessica Barness, MFA (Advisor)
Ken Visocky-O'Grady, MFA (Committee Member)
Sanda Katila, MFA (Committee Member)
77 p.
Communication; Design; Marketing
Design thinking; corporate social responsibility; visual communication design; marketing; social impact marketing; design frameworks; design research; advertising campaigns; storytelling; graphic design

Recommended Citations

Citations

  • Milli, S. (2023). Design Thinking for the Development of Effective Corporate Social Responsibility-Focused Marketing Campaigns [Master's thesis, Kent State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=kent1702201111922056

    APA Style (7th edition)

  • Milli, Sarah. Design Thinking for the Development of Effective Corporate Social Responsibility-Focused Marketing Campaigns. 2023. Kent State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=kent1702201111922056.

    MLA Style (8th edition)

  • Milli, Sarah. "Design Thinking for the Development of Effective Corporate Social Responsibility-Focused Marketing Campaigns." Master's thesis, Kent State University, 2023. http://rave.ohiolink.edu/etdc/view?acc_num=kent1702201111922056

    Chicago Manual of Style (17th edition)

kent1702201111922056
225
© 2023, some rights reserved.Creative Commons License Design Thinking for the Development of Effective Corporate Social Responsibility-Focused Marketing Campaigns by Sarah Milli is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License. Based on a work at etd.ohiolink.edu.
This open access ETD is published by Kent State University and OhioLINK.