How can Riga Cup develop and launch an engaging and successful Summer Festival with the help of Marketing
Petrovska, Marija Elizabete (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024120432975
https://urn.fi/URN:NBN:fi:amk-2024120432975
Tiivistelmä
This thesis explores strategies to improve the digital marketing efforts of the Riga Cup, an international youth football tournament, while also supporting the launch of its new Summer Festival. The main goal of Riga Cup is to increase visibility, attract more participants, and enhance audience engagement. The study examined how digital tools like social media, website optimization, and content marketing could be effectively used to strengthen the event’s online presence. The thesis is intended exclusively for the Riga Cup organization, offering practical recommendations to guide both current and future marketing strategies.
Thesis included SOSTAC® marketing model, which provided a structured approach to situation analysis, objective setting, strategy development, and tactical planning. A questionnaire was used to collect feedback from past participants, including coaches, players, and parents. The results highlighted key insights: coaches emphasized the importance of easily accessible website features like registration and tournament rules, younger participants showed a strong preference for engaging social media content such as behind-the-scenes updates, and parents valued live streams, photos, and videos to stay connected with the event. These findings revealed clear areas for improvement, such as enhancing website usability and tailoring social media content to different audience groups.
Despite time and resource constraints, the study succeeded in identifying actionable steps to boost the Riga Cup’s digital presence. By implementing the suggested strategies, the Riga Cup can better connect with its target audience, increase participation in its annual tournament, and successfully establish the Summer Festival as a complementary event. This thesis demonstrates the potential for sustainable growth and long-term engagement with the event’s diverse audience.
Thesis included SOSTAC® marketing model, which provided a structured approach to situation analysis, objective setting, strategy development, and tactical planning. A questionnaire was used to collect feedback from past participants, including coaches, players, and parents. The results highlighted key insights: coaches emphasized the importance of easily accessible website features like registration and tournament rules, younger participants showed a strong preference for engaging social media content such as behind-the-scenes updates, and parents valued live streams, photos, and videos to stay connected with the event. These findings revealed clear areas for improvement, such as enhancing website usability and tailoring social media content to different audience groups.
Despite time and resource constraints, the study succeeded in identifying actionable steps to boost the Riga Cup’s digital presence. By implementing the suggested strategies, the Riga Cup can better connect with its target audience, increase participation in its annual tournament, and successfully establish the Summer Festival as a complementary event. This thesis demonstrates the potential for sustainable growth and long-term engagement with the event’s diverse audience.