Creating a marketing communication plan for a small B-to-B consulting company
Niemelä, Hanna (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019120825404
https://urn.fi/URN:NBN:fi:amk-2019120825404
Tiivistelmä
This master thesis studies integrated marketing communication framework and strategic planning. The aim is to create a communication plan for a case company.
The literature review introduces key concepts related to integrated marketing communication, digital marketing, content marketing. In addition, strategic planning models are also presented.
The case company Fountain Park operates in the field of management consulting mainly in Finland. Company has been strongly developing its strategy and operations for the last couple of years. Company wants also develop marketing communication activities towards more systematic and organized direction that would support sales and increase reputation.
The nature of communications had previously been reactive, and actions not very systematically executed or measured. There is also a question of resources, since in a small B-to-B company there is no communications function, but several persons fulfill communication activities among other duties.
This thesis followed qualitative approach and the method applied was action research. Data gathering methods were in-house meetings and everyday observation combined with interview with CEO and marketing assistant. Data from the case company and selected competitors was also gathered from public social media channels and analysed to find out the cur-rent state.
This thesis introduces first the literature review, then the case company and action research findings. After this, the planning process of suggested communication plan is presented. Bearing in mind limited resources of a case company, communication tasks, responsibilities and roles are also defined as part of a communication plan. The plan itself is confidential.
Discussion is the final part of this thesis
The literature review introduces key concepts related to integrated marketing communication, digital marketing, content marketing. In addition, strategic planning models are also presented.
The case company Fountain Park operates in the field of management consulting mainly in Finland. Company has been strongly developing its strategy and operations for the last couple of years. Company wants also develop marketing communication activities towards more systematic and organized direction that would support sales and increase reputation.
The nature of communications had previously been reactive, and actions not very systematically executed or measured. There is also a question of resources, since in a small B-to-B company there is no communications function, but several persons fulfill communication activities among other duties.
This thesis followed qualitative approach and the method applied was action research. Data gathering methods were in-house meetings and everyday observation combined with interview with CEO and marketing assistant. Data from the case company and selected competitors was also gathered from public social media channels and analysed to find out the cur-rent state.
This thesis introduces first the literature review, then the case company and action research findings. After this, the planning process of suggested communication plan is presented. Bearing in mind limited resources of a case company, communication tasks, responsibilities and roles are also defined as part of a communication plan. The plan itself is confidential.
Discussion is the final part of this thesis