Responsible communication strategy for Company X

Abstract

The thesis is commissioned by Company X whose name has been withheld for competitive reasons to develop a marketing communication plan that enhances the specific aspect of social responsibility related to promoting diversity, equality, and inclusivity. The theoretical part discusses the aspects of sustainable development with a focus on social sustainability as well as corporate social responsibility and social responsibility concepts. Additionally, accessibility, social inclusion, inclusive marketing, stakeholder theory, and responsible marketing are reviewed. Furthermore, the theory part discusses the basics of marketing communications, following up using the PASTA marketing communication framework, which will be used in the thesis.

When the theoretical background was conducted, the next step was to create a marketing communication plan based on this knowledge. Additionally, the research included conducted written interviews with the commissioner's sales and marketing team and the service provider for company’s client. The answers gave more information about their marketing tactics and viewpoints on social responsibility in their marketing communication. The service provider for corporate client was interviewed to gain insights into their views of social responsibility.

A communication plan was developed after combining the theoretical part and analyzing interview answers. At the beginning of the communication plan, the problem was defined as a lack of awareness of the issues regarding inclusivity and accessibility leisure locations. This creates inequality for individuals with physical limitations. Then, the next step was to create a strategy to determine the goal, which was to create a competitive advantage for the company. The thesis then continued creating tactics and finally implemented all into action step in the communication plan. After this evaluation, was taking part in evaluating the communication performance.