Master of Art’s In Communications Thesis

The purpose of this thesis creative project was to design and compute a social media sports marketing campaign via Instagram and Twitter for the NCAA Division III Penn State Harrisburg Men’s Soccer Team while researching and identifying the best social media practices. The goal was to use the mass communications ideology of framing theory to market the NCAA Division III team as a high - ranked program. Arguably the social media campaign was a success. Furthermore grounded theory was used during the quantitative and qualitative survey research analysis to identify hidden gaps to improve the campaign for future seasons. I invite everyone to check out all the creative pieces produced during the 2021 Penn State Harrisburg Men’s Soccer season.