This paper investigates how the street festival named Distortion can optimize their sale of the bracelets called “Gadearmbaand”, they will from now on be referred to as “gadearmbaand”. This assignment is seeking after designing a communication plan. In this assignment we have been working from a hermeneutic approach, which means that we produce knowledge, then we interpret, and then we deal with it, so that we afterwards can analyze and use it. In order to produce a communication plan, we also had to collect substantial empirical data, and therefore we held two focus groups: one focus group with attendances who have never bought the bracelet and one where they have. We held two different focus groups in order to fully grasp the requirements of the participants at Distortion, and simultaneously the focus groups provided us with insight and understanding of de- and selections. While preparing the communication plan, we were able to conclude that the purpose of the communication plan is to highlight the availability of the “gadearmbaand”, and thereby concretize the possible stakeholders, and further more what the financial support goes to. We did also gain knowledge about the importance that the overall sender has to be Distortion, and the sharing of information has to be done by using the social media channel, Facebook. In relation to this it is absolutely essential that the ones that have previously purchased the “gadearmbaand” must convey the message to others. When Distortion is conveying their messages it is important for them to have contacts to the right ones and here we are talking about the ones who previously purchased the “gadearmbaand”, because they all need to act as the cores and cosmopolitans. It is essential that the message about the importance of buying the bracelet should be disseminated as stories that are created and based on Distortions own and former participants’ experiences on the street parties. It should be noted that it is important the stories are original, real and identifiable to others, stakeholders, so that they are able to create a sense of belonging to Distortion.
|Uddannelser||Basis - Humanistisk-Teknologisk Bacheloruddannelse, (Bachelor uddannelse) Basis|
|Udgivelsesdato||15 jun. 2015|