Facebook marketing communications plan for Ladies Gym
Orelma, Lilja (2016)
Haaga-Helia ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016053110924
https://urn.fi/URN:NBN:fi:amk-2016053110924
Tiivistelmä
Ladies Gym is a gym located in Vantaa, Finland. Until now, the company’s marketing actions have been limited to occasional e-mail newsletters, posters on the walls of the gym, and a newspaper advertisement once a year. The outcome of this thesis is a Facebook marketing communications plan that will be implemented by the company.
Marketing communications and B-2-C relationship management are covered in the theoretical framework. Facebook as a marketing communications tool is covered in more detail, especially from a gym’s point of view. The theoretical framework is written to deepen the case company’s understanding of Facebook marketing. Competitors and other companies similar to Ladies Gym have been benchmarked to gain insight on their Facebook marketing actions.
The hopes and expectations of the commissioning company’s owner have been considered when creating the plan. The customers of the gym have been interviewed to gain insight on their preferences and social media behavior so that the Facebook plan would fulfill their needs as well as possible.
Through an effective plan, the business is able to increase brand awareness, sales, and customer satisfaction via Facebook marketing and information sharing. The Facebook page will then function as a marketing channel and a customer relationship management tool.
Marketing communications and B-2-C relationship management are covered in the theoretical framework. Facebook as a marketing communications tool is covered in more detail, especially from a gym’s point of view. The theoretical framework is written to deepen the case company’s understanding of Facebook marketing. Competitors and other companies similar to Ladies Gym have been benchmarked to gain insight on their Facebook marketing actions.
The hopes and expectations of the commissioning company’s owner have been considered when creating the plan. The customers of the gym have been interviewed to gain insight on their preferences and social media behavior so that the Facebook plan would fulfill their needs as well as possible.
Through an effective plan, the business is able to increase brand awareness, sales, and customer satisfaction via Facebook marketing and information sharing. The Facebook page will then function as a marketing channel and a customer relationship management tool.