Development Research for Jokelan Närkästysjuhlat Festival and Jekku Ry Registered Association

Abstract

The commissioner of the thesis is a registered association Jekku ry, which organizes a variety of cultural events in Jokela and the nearby area. The main event is a music festival Jokelan Närkästysjuhlat. The aim of this thesis is to find the development targets of Närkästysjuhlat and Jekku ry based on the theoretical framework and research including analysis and internal benchmarking and to create the customer and target profiles by using the customer profile method. In addition to that, this study discovers ways to create a more cohesive brand for the festival and Jekku ry and finds out if Jekku ry’s and their customers’ perceptions about Närkästysjuhlat are compatible. The most significant opinion data to be found concerns Närkästysjuhlat being free of charge, the image customers and Jekku ry have of Närkästysjuhlat and whether there could be changes or additions to the festival.

The methods used in this research are pre-research discussion with the association, online interviews created with the Google Forms tool, customer profile method and comparison of the customer profiles, ergo association’s internal benchmarking. The customer profiles are done based on the analyzed interview data.

At the end, the development targets are found and discussed, and development suggestions for Närkästysjuhlat and Jekku ry brand are introduced. Jekku ry will work on the found development targets during the following years.