Degree Name

Master of Arts (MA)

Semester of Degree Completion


Thesis Director

Matthew J. Gill


The ability to consistently and cohesively communicate a brand's identity is the central focus of a public relations campaign. This project chronicled the creative and promotional efforts put forward to effectively communicate the brand of Goodwill Hunting - a fashion blog based on the thrift adventures of a 21-year-old college student. Exploring concepts embedded in branding, authenticity, blogging and social media; this campaign was able to establish and maintain a brand identity for Goodwill Hunting through the intentionality of content creation and promotional activity. Goodwill Hunting's blog site and Instagram account was ran for four months and the efforts of the campaign resulted in a 1,300+ page view increase, a steady increase of 100 followers a month on social media, and an offer to the blogger to consistently blog for the Goodwill industries. This campaign reflected upon how when all public relations activities serve to consistently and cohesively communicate a brand, it results in a well-established brand identity that an audience supports and identifies with.