Marketing Communication Plan for the Finland Abroad Website
Salin, Pia (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019102920324
https://urn.fi/URN:NBN:fi:amk-2019102920324
Tiivistelmä
The focus of this bachelor’s thesis is Finland Abroad. Finland Abroad is a new website administered by the Ministry for Foreign Affairs of Finland, the commissioning party of this thesis. The main objective was to create a marketing communication plan for the Finland Abroad website. The purpose of the marketing communication plan is to provide new ideas for the Ministry for Foreign Affairs in marketing the Finland Abroad website.
The thesis includes a theoretical framework and a description of the methods used. The theoretical framework discusses three topics: the field of marketing and marketing communication, communication planning process, and communication in the context of government organisations. The methods used to create the marketing communication plan were a desktop study and a questionnaire. The desktop study was conducted to delineate all elements needed for the marketing communication plan. The questionnaire was designed to get more insight into communication channels and strategies. The questionnaire was distributed through the Facebook and Twitter accounts of the Ministry for Foreign Affairs of Finland. The total number of respondents was 1095.
The questionnaire results showed that social media, especially Facebook, is an important communication channel. The importance of social media was supported by literature. Moreover, since the target audience is broad, different types of communication channels and strategies should be considered in the marketing communication plan in order to effectively reach the target audiences.
The outcome is a comprehensive marketing communication plan for the Finland Abroad website. The marketing communication plan includes two parts. Firstly, there is a marketing concept, a flexible plan for all marketing efforts of Finland Abroad. Secondly, there is a launch campaign plan, a scheduled plan for the launch phase of the Finland Abroad website.
The thesis includes a theoretical framework and a description of the methods used. The theoretical framework discusses three topics: the field of marketing and marketing communication, communication planning process, and communication in the context of government organisations. The methods used to create the marketing communication plan were a desktop study and a questionnaire. The desktop study was conducted to delineate all elements needed for the marketing communication plan. The questionnaire was designed to get more insight into communication channels and strategies. The questionnaire was distributed through the Facebook and Twitter accounts of the Ministry for Foreign Affairs of Finland. The total number of respondents was 1095.
The questionnaire results showed that social media, especially Facebook, is an important communication channel. The importance of social media was supported by literature. Moreover, since the target audience is broad, different types of communication channels and strategies should be considered in the marketing communication plan in order to effectively reach the target audiences.
The outcome is a comprehensive marketing communication plan for the Finland Abroad website. The marketing communication plan includes two parts. Firstly, there is a marketing concept, a flexible plan for all marketing efforts of Finland Abroad. Secondly, there is a launch campaign plan, a scheduled plan for the launch phase of the Finland Abroad website.