Increasing the effectiveness and integration of company marketing communications activities at Höyhentämö
Osondu, Justice (2017)
Haaga-Helia ammattikorkeakoulu
2017
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Julkaisun pysyvä osoite on
http://urn.fi/URN:NBN:fi:amk-201704044168
http://urn.fi/URN:NBN:fi:amk-201704044168
Tiivistelmä
This study, aimed at increasing the effectiveness and integration of the company’s marketing communications activities was conducted for the Höyhentämö (Pluckhouse) theatre organisation. The primary activities of Höyhentämö focus on producing contemporary theatre, dance and other performances. The objective of the research study is to find the most useful promotional tools for Höyhentämö that will enhance and improve awareness of their brand, thus resulting in brand recognition.
The research problem was formed based on the outlook and surrounding situations of the topic. The subject is divided into four main parts. First, the need to ascertain the current marketing communications mix of Höyhentämö was imperative. Second, information on what kind of marketing communications the target groups or customers prefer was needed. Third, investigating the differences between the current marketing communications mix of Höyhentämö and those preferred by the target groups or clients was studied. Finally, recommendations for designing an integrated marketing communications mix for the promotion of theatre arts and other related performances were given.
The researcher collected the secondary and primary data for the study. Secondary data was in the form of marketing communications theories from a variety of books and internet sources, while the primary data was gathered through a computer-administered survey and e-mail interviews with four employees of Höyhentämö. Altogether, there were 36 respondents in the survey. The collected information was analysed and final recommendations were constructed for the study.
The outcome showed that e-mail marketing and a monthly newsletter, Facebook advertising, advertising in the local newspaper, internet advertising, magazine advertising, blogging, special events, participation in more social media like Twitter and Instagram, digital marketing, theatre brochure; Teatterijoukko and Väliverho are the means of revamping the brand recognition of Höyhentämö.
The research problem was formed based on the outlook and surrounding situations of the topic. The subject is divided into four main parts. First, the need to ascertain the current marketing communications mix of Höyhentämö was imperative. Second, information on what kind of marketing communications the target groups or customers prefer was needed. Third, investigating the differences between the current marketing communications mix of Höyhentämö and those preferred by the target groups or clients was studied. Finally, recommendations for designing an integrated marketing communications mix for the promotion of theatre arts and other related performances were given.
The researcher collected the secondary and primary data for the study. Secondary data was in the form of marketing communications theories from a variety of books and internet sources, while the primary data was gathered through a computer-administered survey and e-mail interviews with four employees of Höyhentämö. Altogether, there were 36 respondents in the survey. The collected information was analysed and final recommendations were constructed for the study.
The outcome showed that e-mail marketing and a monthly newsletter, Facebook advertising, advertising in the local newspaper, internet advertising, magazine advertising, blogging, special events, participation in more social media like Twitter and Instagram, digital marketing, theatre brochure; Teatterijoukko and Väliverho are the means of revamping the brand recognition of Höyhentämö.