Communication Strategy Plan

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Contents
Introduction3
Getting Started4
Macro- & Meso environment4
Communication & Target group6
Objectives7
SWOT analysis8
Creative concept9
Media10
Budget11
Conclusion13
Appendices13

Introduction

Maaszicht is a young and new company who is situated in Maastricht. Maaszicht wants to provide activities for the elderly and make sure they enjoy their time. They are planning to organize an event in the Bonnefanten museum. Here there will be movies, music, commercial cartoons and posters shown. Too let the elderly people re-live their youths and to meet other people. During the event the guests will have the opportunity to have a drink and to grab a small bite. Afterwards, the guests will be invited to have a dinner with all the other elderly people who attended the event that day. Maaszicht hopes the elderly will enjoy the service provided to them by Maaszicht.

Getting Started

Regional target group:
The target group will be from Aachen.

Product market combinations:
The company’s product will have a cultural element.

Identify the problem:
The need for leisure, relaxation and amusement for the elderly.

Objective:
To attract elderly people with the company’s plan and to make Maastricht a cultural hotspot.

Research questions:
What do elderly people like in general?
What do elderly people look for in a city?
What do the elderly people miss in their own city?
Does the city have the resources for this plan?

What is the product or service?
The company’s aiming to provide the customers with a relaxing day at the Bonnefanten museum. The museum will be filled with nostalgic memories of the target market’s past, like pop culture (cartoons, movies, books and songs), significant happenings and the whole ambiance will be in the 50’s/60’s.

Macro- & Meso environment

Investigate the product/service in detail and identify the strengths and weaknesses. The program will start in the summer, from May until August, and will be held once a week. The strength of the company’s plan will be that everything will be arranged for the customers in one price. Even the transport from Aachen to Maastricht will be arranged. The program will start 9 so the guests will have more than enough time to enjoy their day. Once they get here they will be welcomed with a brunch. The program will end at 4 o´clock which then they will be cordially invited to eat some of Maastricht’s finest culinary dishes at 5 o’clock (Patat mit zoervleisj).

Think of what the product stands for (Philips makes light bulbs but it sells ambience). The company’s product stands for the ultimate day out for a retired person. This day will bring all the finest pleasures of the ‘Limbourgeois’ life. After their life full of work and stress, it is now time for pleasure and nostalgia.

How is the organization positioned at present?
The company is setting up a new service for the elderly people in Aachen, so the organisation is still in the start-up phase. The organisation is however aware of the needs of the target group and know exactly what to do.

The biggest task for the organisation now is to attract these people. Furthermore the company will need all the permits and other assets to make the service happen.

Who are the competitors? What are their competitive advantages?

VVV Maastricht – They don’t have anything in particular but the fact that they can provide all the necessary information one might require about Maastricht. Some of the target market don’t want to be held down and want to explore themselves. The VVV helps them by providing all that is required.

Zonnetrein Maastricht – Basically a city tour in a quiet, environmental-friendly bus. For the same target market that wants to see the city, but doesn’t want to walk. Main advantage would that they still can see most, if not all, of the city without walking, which suits most, also, if not all, of our target market.

Stiphout...
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