Načrtovanje in oblikovanje komunikacijske kampanje za Studio Mars

Kokalj, Urh (author), Ahtik, Jure (mentor)

Komunikacijske kampanje predstavljajo eno najpomembnejših marketinških orodij za doseganje želenih rezultatov in rasti podjetja, ne glede na področje ali panogo, v kateri se podjetje nahaja. V svetu, ki je poplavljen z različnimi kampanjami, je dobro načrtovana in oblikovana kampanja lahko za podjetje bistvenega pomena. Diplomsko delo obravnava načrtovanje in oblikovanje komunikacijske kampanje za oblikovalsko agencijo Studio Mars, ki je prisotna pri oblikovanju kampanj za večja slovenska podjetja, vendar ni bila aktivna na trgu s svojimi komunikacijskimi kampanjami. Namen diplomske naloge je bil s kampanjo na slovenskem trgu povečati prepoznavnost in zanimanje za storitve podjetja ter utrditi zaupanje obstoječih strank. S pomočjo analiz obstoječih strank ter podobe in vizije podjetja so bili izdelani vsi marketinški koraki do izvedbe projekta, ki pa je bila zaradi odločitve podjetja zamaknjena. Proces izdelave je temeljil na analizi obstoječih marketinških kampanj in trendov, zlasti na področju digitalnega in analognega oglaševanja. Uporabljene so bile teoretične raziskave in eksperimentalni del, ki je obsegal načrtovanje in oblikovanje oglasov ter izdelavo spletnega mesta za podporo kampanji. V analizi so bili upoštevani primerni oglaševalski kanali, segmentacija trga in ciljna skupina. Kljub zakasnitvi kampanje so bili dokončno pripravljeni vsi potrebni materiali. Zaradi zamika objave tako ni bilo verodostojnih podatkov za ovrednotenje uspešnosti in učinkovitosti kampanje. Glede na vzorce iz literature je bilo predvideno, da bi kampanja pritegnila široko občinstvo in spodbudila obisk spletnega mesta, kar bi pripomoglo k pridobivanju novih strank. Cilj je bil načrtovanje in oblikovanje komunikacijske kampanje, s katero bi Studio Mars začel aktivneje graditi svojo prepoznavnost na trgu ter predstavljati svoje prednosti in izstopanje od sebi podobnih podjetij. Ugotovitve so pokazale, da so za uspešno kampanjo enakovredno pomembni vsi marketinški koraki, ter da - ne glede na uspešnost prve kampanje - podjetja iz nje pridobijo ključne informacije in podatke za pripravo novih kampanj.

• Language: Slovenian
• Keywords: komunikacijska kampanja, oglaševanje, grafično oblikovanje, prepoznavnost podjetja, marketinška strategija
• Work type: Bachelor thesis/paper
• Organization: NTF - Faculty of Natural Sciences and Engineering
• Year: 2025
• PID: 20.500.12556/RUL-166763
• Publication date in RUL: 24.01.2025

Secondary language

• Language: English
• Title: Planning and design of communication campaign for Studio Mars

Abstract

Communication campaigns represent one of the most important marketing tools for achieving desired results and business growth, regardless of the field or industry in which the company operates. In a world flooded with various campaigns, a well-planned and designed campaign can be crucial for a company. The thesis addresses the planning and designing of a communication campaign for the design agency Studio Mars, which is involved in creating campaigns for larger Slovenian companies but has not been active in the market with its communication campaigns. The aim of the thesis was to increase the company's visibility and interest in its services in the Slovenian market through the campaign, while also strengthening the trust of existing clients. By analyzing existing clients and the company's image and vision, all marketing steps up to project realization were developed. However, the project was postponed due to the company's decision. The process was based on the analysis of existing marketing campaigns and trends, particularly in digital and analog advertising. The project involved theoretical research and experimental work, including the planning and designing of advertisements and the creation of a website to support the campaign. The analysis considered appropriate advertising channels, market segmentation, and target audience. Despite the delay in the campaign's launch, all necessary materials were fully prepared. Due to the postponement, there were no reliable data to evaluate the campaign's success and effectiveness. Based on patterns from the literature, it was predicted that the campaign would attract a wide audience and encourage website visits, contributing to the acquisition of new clients. The goal was to plan and design a communication campaign that would enable Studio Mars to actively build its market presence and showcase its advantages and uniqueness compared to similar companies. Findings showed that all marketing steps are equally important for a successful campaign and that regardless of the first campaign's success, companies gain valuable information and data for future campaign preparations.

• Keywords: communication campaign, advertising, graphic design, brand visibility, marketing strategy