XD Solutions - communications strategy

Abstract

This thesis was commissioned by XD Solutions which is the auxiliary business name of XD Invest Ltd. The commissioner did not have a communications strategy and they wanted to find ways to match their communications to their overall business strategy. The company commissioned this research because they wanted to understand the current state of their communications and discover new techniques to make their communications more effective.

The objective of the research was to determine the targeted audience and identify their behaviour. The research gave a comprehensive understanding of how XD Solutions and its communications are perceived. The research examined the stakeholders to find the key communications channels. The research was conducted to measure the efficiency of the company’s current communications to find ways to increase brand awareness in the future.

The research was conducted using the qualitative research method. The chosen technique of the research was internet interviews in the following four categories: the management of XD Solutions, the current customers of XD Solutions, the potential customers of XD Solutions, and applicable associations. Seven persons were interviewed in total, two from each category expect the management of XD Solutions. The gathered data was analysed by using the content analysis method that consisted of two main steps: categorisation and interpretation.

Communication strategy helps the company form relevant, focused, unique, and consistent communications that help reach their objective to increase brand awareness. After the communications strategy has been implemented the communications actions should be measured regularly. To reach maximum results similar research should be replicated in the future. The commissioner should also implement a communication plan and a communication calendar. It would help the commissioner to visualise the communication guidelines and projects. The commissioner company should also consider doing research about their monetisation methods.