Project Director

Cepak, Tony

Department Examiner

Harris, Chandler

Department

Dept. of Communication

Publisher

University of Tennessee at Chattanooga

Place of Publication

Chattanooga (Tenn.)

Abstract

This thesis presents the development of Dixie Digitals, a small-business-focused marketing agency, through the creation of a comprehensive business plan, client contracts, service proposals, and a cohesive branding kit. Rather than a traditional research study, this project serves as an applied, practice-based exploration of building a functional marketing business rooted in real-world client experience. The foundation of this work is informed by personal exposure to small business ownership and the operational realities that accompany it, including role overload, limited resources, and the pressure to independently manage marketing efforts. These insights shaped the direction of Dixie Digitals, which was intentionally designed to provide accessible, personalized marketing support for small business owners who are often underserved by larger agencies. Throughout the development process, each component of the business was created with an emphasis on clarity, usability, and relationship-building. Contracts and proposals were structured to establish transparency and trust, while the branding kit was designed to reflect an approachable, conversational identity that aligns with the agency’s client experience goals. This thesis demonstrates how entrepreneurial strategy, branding, and client service design can be integrated into a cohesive and operational business model. Dixie Digitals ultimately functions as both the subject and outcome of this project, illustrating the process of building a values-driven agency that prioritizes meaningful support, practical solutions, and long-term client relationships within the small business community.

Acknowledgments

For Momma, the owner and operator, the mother of three, the wife, the house manager, my best friend, and the best flat-top in Chattanooga. You are everything I have become and everything I will ever be.

Degree

B. S.; An honors thesis submitted to the faculty of the University of Tennessee at Chattanooga in partial fulfillment of the requirements of the degree of Bachelor of Science.

Date

5-2026

Subject

Marketing--Management; Small business--Marketing; New business enterprises--Planning

Keyword

Business, Marketing, Business Development, Small Business, Brand, Business Plan

Discipline

Entrepreneurial and Small Business Operations | Marketing

Document Type

Theses

Extent

79 leaves

DCMI Type

Text

Language

English

Rights

http://rightsstatements.org/vocab/InC/1.0/

License

http://creativecommons.org/licenses/by/4.0/

Date Available

12-1-2036

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Available for download on Monday, December 01, 2036

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