Marketing communication plan. Case: EKOenergy.
Jäkälä, Elina (2016)
Jäkälä, Elina
Haaga-Helia ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201604174471
https://urn.fi/URN:NBN:fi:amk-201604174471
Tiivistelmä
This project-based thesis has an objective of creating a marketing communication plan for a non-profit organisation. The marketing communication plan targets other non-profit organisa-tions that the case organisation wants to cooperate with. This thesis will introduce theory about marketing communication, give information about the case organisation’s target audience and present the actual marketing communication plan.
Since the case organisation and its target audience are all non-profit organisations this thesis will apply theory that is typically used in business-to-business marketing communication. The theoretical part will also discuss issues related to relationship marketing.
The most suitable marketing communication tools to be used in this project were personal selling and public relations since these are the most effective tools when the objective is to create long-lasting relationships with the audience members. The plan also gives some practical tools on how to contact the audience members.
Overall this thesis presents guidelines on how organisations can reach other organisations when the objective is about forming relationships.
Since the case organisation and its target audience are all non-profit organisations this thesis will apply theory that is typically used in business-to-business marketing communication. The theoretical part will also discuss issues related to relationship marketing.
The most suitable marketing communication tools to be used in this project were personal selling and public relations since these are the most effective tools when the objective is to create long-lasting relationships with the audience members. The plan also gives some practical tools on how to contact the audience members.
Overall this thesis presents guidelines on how organisations can reach other organisations when the objective is about forming relationships.