Applying social cause marketing principles to preservation advocacy : communicating preservation marketing to owners of older homes
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Type of Work86 p.
ProgramMA in Historic Preservation
RightsTo view a complete copy of this manuscript please contact Goucher College Special Collections & Archives at firstname.lastname@example.org or (410) 337-6075.
SubjectsHistoric preservation -- Marketing.
Historic preservation -- Theses
Social cause marketing principles and communication theory, when applied to preservation efforts, can improve the effectiveness of reach within older neighborhoods. This thesis explores some of the ways that social cause marketing principles can be applied to preservation marketing of homeowners to foster the preservation of older residential neighborhoods. The primary research question examined is: What are some of the best practices for preservation groups to use when communicating and marketing preservation to homeowners in older neighborhoods? The investigation for this question focused on two areas: social cause marketing and communication media. The thesis is organized into three sections. The first section examines some of the challenges that older neighborhoods face, lists characteristics worthy of preservation in older neighborhoods, and outlines the need for effective communication to reach owners of older homes within the community. The second section examines how the principles of social cause marketing, communication ethics and theories can be applied to preservation advocacy to promote effective communication in older communities. The third section looks at two older Des Moines, Iowa neighborhoods with widely varying resident demographics. The two case studies are King-Irving Park neighborhood and Owl‟s Head Historic District. The results found in the case studies are explored and recommendations for communication strategies for each of the case studies are provided.