New Note Festival - planlægning af strategisk kommunikation

Louise Thinesen Bendtsen, Rikke Prip Estrup, Mads Vibe Jacobsen & Marie Christine Meurs-Gerken

Studenteropgave: Semesterprojekt

Abstrakt

The aim of this project is to unveil the communicative challenges the New Note Festival faces. The festival seeks a set of guidelines on how a strategic communicative plan can be organized. Using an analysis of the festival’s current situation, we found that New Note Festival has two central communicative challenges: achieving understanding of its target group and also creating harmony between the festival’s identity and profile. Through a target group analysis, we have specified the festival’s target group and we have set up three generic individuals. In a product analysis of the 2007 festival programme, we found that the festival’s identity and its communicated profile aren’t in harmony with each other. A synthesis of the three analyses shows that the festival ought to focus more on making its profile mirror its identity; also that it ought to implement and test its increased knowledge of the target group.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Bachelor el. kandidat
SprogDansk
Udgivelsesdato2 jun. 2008
VejledereYngve Søndergaard

Emneord

  • generiske individer
  • Sigtekornsmodellen
  • Målgruppeanalyse
  • Situationsanalyse
  • New Note Festival
  • Femø Nielsen
  • Sepstrup
  • Produktanalyse