College - Author 1
College of Liberal Arts
Department - Author 1
Journalism Department
Degree Name - Author 1
BS in Journalism
Date
12-2023
Primary Advisor
Tony Prado, College of Liberal Arts, Journalism Department
Abstract/Summary
Alan Godley's journey into marine preservation began as a dock boy, a role that brought him face-to-face with the environmental impact of boat cleaning practices. Witnessing the washing of harsh chemicals into the ocean and waterways fueled his environmental consciousness. Years later, he founded the Blue Dolphin Company in 1989, an “organization focused on furthering the awareness of whales and dolphins, and all marine life … [supporting] the rehabilitation and release of marine mammals and other wildlife”. Over the three decades, Mr. Godley has operated this nonprofit and small business, leveraging educational initiatives to inform people of all ages about relevant restoration projects. The funding for these efforts is sourced through website sales, vending opportunities, and direct donations. However, as technology and social media advanced, the Blue Dolphin Company encountered challenges in adapting to contemporary business practices, leading to struggles in maintaining its presence in the evolving marketplace. In the late 1990s, Blue Dolphin lost its brick-and-mortar establishment. Since then, sales have primarily emanated from an aging website that has not kept pace with modern design and functionality standards. This challenge prompted a reevaluation of business strategies and a recognition of the potential benefits that embracing contemporary practices could bring. My introduction to the Blue Dolphin Company occurred at the San Luis Obispo swap meet, where Mr. Godley showcased T-shirts featuring endangered animals and bumper stickers adorned with humorous political commentary. The palpable passion he exuded for his work profoundly resonated with me, and from a public relations standpoint, it became evident that there was 3 untapped potential for the business to thrive in the contemporary world with a strategic and modernized approach. This encounter marked the initiation of efforts to revitalize and elevate the Blue Dolphin Company's presence in the digital age.
URL: https://digitalcommons.calpoly.edu/joursp/176
Included in
Communication Technology and New Media Commons, Graphic Communications Commons, Journalism Studies Commons, Mass Communication Commons, Nonprofit Studies Commons, Organizational Communication Commons, Public Relations and Advertising Commons, Social Influence and Political Communication Commons, Social Media Commons