Abilene Campus (Residential)
Date of Award
Master of Science
Committee Chair or Primary Advisor
Second Committee Member or Secondary Advisor
The purpose of this evaluation is to identify the ways in which Goodwill-West Texas could improve their marketing efforts in order to increase service delivery and community support. Goodwill’s career center is underperforming in comparison to other Goodwill career centers in similar communities. Two surveys were used to assess the beliefs and attitudes towards Goodwill held by members of the community who are often in contact with Goodwill-West Texas’s target market. Participants were more likely to know about Goodwill’s retail sales rather than their social service efforts. This could be contributing to Goodwill-West Texas’s service delivery, but more research is needed to confirm this conclusion.
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Byrd, Cailyn, "Brand Strength Evaluation of Goodwill-West Texas" (2019). Digital Commons @ ACU, Electronic Theses and Dissertations. Paper 136.