The student pilot project is the latest approach to enhance the public image of Faculty of Social Work. Its content represents an innovative way to systematically promote the study of social work on career days in high schools and other events of promotion. At the same time, it also works towards mobilizing students in study activities and enhancing communication between various faculty's committees and boards. Even though the student pilot project has followed several goals, I have decided to explore the goal of improving the public image of the faculty. I asked for information about the recognition of the Faculty of Social Work among students and employees of this institution. After that, I used the empirical data to formulate definitive suggestions on how to enhance the public image of the faculty. Furthermore, I have analyzed the literature about strategical planning of marketing activities, social marketing and ways of communicating in non-market organizations. Therefore, the greatest professional relevance of this thesis is the combination of all the theoretical and empirical knowledge that has been joined/connected into a scheme for creating an action plan. Nevertheless, the approach of researching the public image of the faculty, which was carried out through the implementation of one-year pilot project of the Vice- Dean student, also gives an additional value to this thesis.