Defense Date

2-10-2026

Graduation Date

Spring 2026

Availability

Immediate Access

Submission Type

dissertation

Degree Name

EdD

Department

Professional Doctorate in Educational Leadership (ProDEL)

School

School of Education

Committee Chair

Tara Abbott

Committee Member

Jeffrie Mallory

Committee Member

Cliff Oliech

Keywords

digital marketing, social media engagement, faith-based organizations, retreat centers, Bullseye Theory, spirituality, wellness, positive deviance, bright spots analysis, non-profit sustainability

Abstract

In today’s fast-paced world, retreat centers offer a vital opportunity for rest, reflection, and spiritual renewal. Despite growing societal awareness of mental health and wellness, many religiously affiliated retreat centers face stagnant participation, aging leadership, and operational challenges that threaten their long-term sustainability. This qualitative-dominant mixed methods study uses bright spots analysis to examine how Villa Maria Education and Spirituality Center (VMESC), a Catholic retreat center, can strengthen its digital marketing strategies to attract new audiences while maintaining mission alignment.

Bright spots analysis examines positive outliers, organizations that achieve notable success despite operating within similar constraints, to identify practices that may be replicated in comparable contexts (Pascale et al., 2010; Connor, 2018). Three faith-based retreat centers with strong social media engagement were identified as bright spot cases for analysis. Data were collected from nine social media platforms, including Facebook, Instagram, LinkedIn, and YouTube. Posts were coded inductively to identify patterns in post type, tone, visual imagery, and engagement metrics, supported by text analysis using Voyant Tools. Analysis was guided by Positive Deviance and Bullseye Theories.

Findings indicate that effective retreat centers integrate mission-centered messaging, employ a tone of hospitality and inclusion, utilize visual storytelling through nature and community imagery, prioritize engagement-driven platforms, and maintain cross-platform consistency. These practices demonstrate how retreat centers can translate contemplative and spirituality enriching experiences into the digital environment. This study contributes to understanding how nonprofit retreat centers can leverage social media to increase visibility, engage emerging audiences, and support organizational sustainability while remaining faithful to their mission and values.

Language

English

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