Extending understanding of service-learning projects: Implementing place-based branding for capstone courses

ABSTRACT

Numerous institutions encourage service-learning, but few have extended beyond nonprofit realms to include (1) larger budgets, (2) multi-faceted volunteer/staff/leadership constraints, and (3) elevated expectations with immediate impact on full towns. This study explores how strategic communication students construct knowledge in branding and relationship building while solving real-world problems. To do so, this research examines service-learning, place-branding projects for senior capstone students. Specifically, students in two courses developed and partially implemented strategic place-branding plans for two struggling towns. This work details the approach and, through quantitative and qualitative methods, extends understanding of service-learning outcomes for students, faculty, the university, and communities.

Notes on contributors

Julia Daisy Fraustino (Ph.D., University of Maryland) is an assistant professor of strategic communications in the Reed College of Media at West Virginia University and co-director of the Public Interest Communication Research Lab in the WVU Media Innovation Center. Her research explores intersections of risk/crisis communication theory, ethics, and digital/social media.

Geah Pressgrove (Ph.D., University of South Carolina) is an assistant professor of strategic communications in the Reed College of Media at West Virginia University. Her research examines ways key communications variables influence relationship quality, behavioral outcomes, and loyalty. She explores stakeholder engagement primarily in nonprofit, corporate social responsibility, community, and political contexts.

Rita Colistra (Ph.D., University of North Carolina at Chapel Hill) is an associate professor of strategic communications in the Reed College of Media at West Virginia University. Her research primarily focuses on media management and economics from a public-interest perspective, communication theory, and social media in communications.

Notes

1 These are generic examples of the general hashtag setups to protect blind review.

Additional information

Funding

This work was supported by Claude Benedum Foundation (Grant Number 2W908).