SOSTACSocial MediaMarketing Communications Plan
Metropolia University of Applied Sciences
The thesis focuses on developing a marketing communications plan that includes selecting marketing tools to attract target customers. The case company is a startup in recurring that seeks to attract more customers as it experiences challenges in marketing due to its limited size and resources. The study utilized Applied action research and qualitative research methods. The data for the study was collected from interviews, meetings, participate observations, and analysis of internal documents. The study started with exploring literature and best practice in order to identify effective tools for addressing the thesis objective. The conceptual framework was built around the topics of marketing and developing a marketing communications plan (its elements, how it works), approaches to attracting customers (funnel vs. flywheel), and particular tools and actions to attract customers. Following the literature review, the current state analysis of the present marketing practices of the case company was conducted that focused on applying the SOSTAC model and included conducing the situation analysis, analyzing the existing marketing objectives, strategy and tactics, and analyzing the existing approaches to attracting customers via the current marketing actions and controls. The outcome of the thesis is the marketing communications plan that was built based on co-creation with the stakeholders via internal meetings and interviews, and subsequently validated with the management of the company. The marketing communications plan addresses the problems found in the company's current marketing practices. Based on the proposed marketing communications plan, the case company should be able to attract more customers in order to grow and build its position in the market.