Graduate Program

Communication Studies

Degree Name

Master of Arts (MA)

Semester of Degree Completion


Thesis Director

Matthew J. Gill

Thesis Committee Member

Samantha Szczur

Thesis Committee Member

Brian C. Sowa


This paper examines a promotional campaign that was put together during the fall semester of 2012. The campaign was for a local bar, the Panther Paw Bar and Grill, and after data collection, it was determined that the main issue the bar suffered from was a lack of identity. So, with this knowledge, organizational identity was chosen as the main promotional tool for the campaign. The content of this paper outlines this process from start to finish including data collection, the plan put in place for the bar, and the promotional work that was done throughout the fall semester of 2012. It is concluded with a results and evaluation section that highlights the effectiveness of the communication campaign for the Panther Paw Bar and Grill.