Načrtovanje in oblikovanje komunikacijske kampanje za turistično kmetijo

Grojzdek, Maja (author), Ahtik, Jure (mentor)

Prisotnost na spletu za podjetja v današnjih časih predstavlja učinkovit način za vzpostavitev stika s potencialnimi strankami ter promocijo izdelkov in storitev. Komunikacijska kampanja omogoča podjetjem, da dosežejo ciljno skupino ter s tem povečajo prepoznavnost podjetja in posledično prodajo. Tovrstne aktivnosti na spletu so še posebej ključnega pomena za manjša podjetja, ki se na trgu še uveljavljajo. Eno od tovrstnih malih podjetij je turistična kmetija Pod kostanji, ki je bila prisotna na družbenih omrežjih, vendar so vse aktivnosti potekale brez načrtovane strategije. Želeli so si, da bi svojo prisotnost okrepili ter s tem povečali prepoznavnost podjetja, doseg objav ter povečali število rezervacij njihove storitve družinskega doživetja. V magistrskem delu je bila za turistično kmetijo Pod kostanji izvedena analiza dosedanjih aktivnosti in trga ter načrtovana in oblikovana komunikacijska kampanja. Komunikacijska kampanja je vključevala načrtovanje in izvedbo objav, zgodb in oglasov na družbenih omrežjih ter e-poštni marketing. Namen komunikacijske kampanje je bil ugotoviti, ali lahko z načrtovano strategijo na družbenih omrežjih Facebook, Instagram in TikTok povečamo število unikatnih obiskovalcev na spletni strani turistične kmetije Pod kostanji, doseg objav na družbenih omrežjih ter število rezervacij storitve družinskega doživetja. S pomočjo A/B testiranja je bilo ugotovljeno, ali slikovni material oglasov vpliva na uspešnost oglasov. Cilj magistrskega dela je bil načrtovanje in oblikovanje komunikacijske kampanje, s pomočjo katere se bo turistična kmetija Pod kostanji začela uveljavljati na spletu, natančneje na družbenih omrežjih, izstopala pred konkurenco ter gradila na prepoznavnosti podjetja. Z analizo rezultatov je bilo ugotovljeno, da lahko z implementacijo primerne strategije povečamo število unikatnih obiskovalcev, število rezervacij in doseg objav na družbenih omrežjih. Format oglasov ne vpliva na uspešnost plačanega oglaševanja v primeru turistične kmetije Pod kostanji.

• Language: Slovenian
• Keywords: družbena omrežja, komunikacijska kampanja, oglaševanje, strategija, turistična kmetija
• Work type: Master's thesis/paper
• Organization: NTF - Faculty of Natural Sciences and Engineering
• Year: 2023
• PID: 20.500.12556/RUL-149039
• Publication date in RUL: 02.09.2023

Secondary language

• Language: English
• Title: Planning and designing of a communication campaign for a tourist farm

Abstract

Online presence for businesses today is an effective way to connect with potential customers and promote products and services. Communication campaign enables businesses to reach target group and thereby increase the visibility of the company and consequently sales. This type of online activity is especially crucial for smaller companies that are still establishing themselves in the market. One of these small businesses is the tourist farm Pod kostanji, which was present on social networks, but all activities took place with no planned strategy. They wanted to improve their market presence and thereby increase brand awareness, post reach and number of reservations for their main services. In the master's thesis, an analysis of the current activities and the market was done for tourist farm Pod kostanji, and a communication campaign was planned and designed. The communication campaign included planning and implementation or organic posts, stories and ads on social networks, as well as e-mail marketing. By carrying out a communication campaign, we wanted to find out whether the planned strategy could increase the number of unique visitors to the website, the reach of posts and the number of reservations for their services. With the help of A/B testing, we determined how the visual material in ads affects the success of the ads. The objectives of master's thesis were planning and designing of a communication campaign, with which tourist farm Pod kostanji will start to establish online presence, more specifically on social networks, stand out from the competition and built the visibility of the brand. By analysing the results, it was found out that by implementing a suitable strategy, we can increase the number of unique visitors, the number of reservations and the reach of posts on social network. The visual material in ads did not affect the success of paid advertising in case of Tourist farm Pod kostanji.

• Keywords: advertising, communication campaign, social network, strategy, tourist farm