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Partnerships in Fostering Poverty Alleviation: A Case Study on the Together Ohio Campaign in Appalachian Communities

Klein, Daniel F.
http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1307038746

Abstract Details

2011, Bachelor of Science of Journalism (BSJ), Ohio University, Journalism.
Appalachian Ohio stands as one of the poorest and most underdeveloped regions in the country. This study evaluates a social marketing campaign initiated by the Together Ohio: Southeast Collaborative to foster partnerships between nonprofits and local faith-based groups to carry out poverty alleviation initiatives in their communities. The year-long campaign targeted local nonprofits and faith-based groups in 15 counties in Southern Ohio. Principles of social marketing were product (collaborative partnerships), price (cost, perception of applicability and efficacy, and access), promotion (letters, flyers, website, emails, word-of-mouth), and place (regional campuses, ODJFS offices, local libraries). The campaign consisted of a Comprehensive Needs Assessment, Community Listening Sessions and Partnership Development Institutes. Of respondent organizations that participated in the Partnership Development Institutes (n = 23), 52% indicated that they learned “A great deal” about the value and benefits of partnering and collaboration and 48% indicated that they learned “Some things about this topic.” No one answered that they learned either Very few things about the topic or “practically nothing about this topic.” This evaluation suggests the need for more research on the use of social marketing in other campaigns targeting primarily rural and underserved areas.
Dr. Hong Cheng (Advisor)
129 p.
Communication; Journalism
social marketing; collaboration; community development; poverty alleviation; nonprofit; partnerships; communication theory; volunteerism; capacity building; organizational capacity; social marketing campaign; campaign; poverty; Appalachia; faith-based

Recommended Citations

Citations

  • Klein, D. F. (2011). Partnerships in Fostering Poverty Alleviation: A Case Study on the Together Ohio Campaign in Appalachian Communities [Undergraduate thesis, Ohio University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1307038746

    APA Style (7th edition)

  • Klein, Daniel. Partnerships in Fostering Poverty Alleviation: A Case Study on the Together Ohio Campaign in Appalachian Communities. 2011. Ohio University, Undergraduate thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1307038746.

    MLA Style (8th edition)

  • Klein, Daniel. "Partnerships in Fostering Poverty Alleviation: A Case Study on the Together Ohio Campaign in Appalachian Communities." Undergraduate thesis, Ohio University, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1307038746

    Chicago Manual of Style (17th edition)

ouhonors1307038746
752
© 2011, all rights reserved.
This open access ETD is published by Ohio University Honors Tutorial College and OhioLINK.