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Abstract(s)
As Organizações Sem Fins Lucrativos (OSFL), criadas com o propósito de
beneficiar a sociedade, constituem uma importante força económica e social. No entanto,
o seu quotidiano é vivido num ambiente extremamente competitivo e, consequentemente,
é essencial conquistar a confiança do seu público, transmitindo uma imagem de
credibilidade, de forma a contribuir, positivamente, para a sua imagem, posicionamento
no mercado, e consequentemente, para a sua reputação.
O marketing social é a estratégia principal utilizada pelas OSFL para alicerçar a sua
marca global no mercado, através da adaptação do tradicional marketing mix. A
promoção é uma das quatro variáveis que são moldadas pelo marketing social e, uma vez
que o meio digital passou a ser a forma mais predominante de interagir com os seus
públicos, esta adapta-se a canais de comunicação digitais, como as redes sociais. Por
intermédio da publicidade social e do seu poder de persuasão, comunicam-se e debatemse temáticas emergentes. As OSFL, alicerçadas numa estratégia de marketing social, e
através da publicidade, alcançarão o seu principal objetivo – a mudança social.
O presente relatório de estágio teve como foco o estudo da marca Juventude Cruz
Vermelha Portuguesa (JCVP), o departamento juvenil da Instituição Cruz Vermelha
Portuguesa. Este estudo propõe-se a investigar as estratégias de comunicação da JCVP
com o intuito de promoção dos seus valores junto dos seus públicos. Perante os resultados
obtidos, e apesar de uma reduzida notoriedade, compreende-se que a JCVP é percebida
como um departamento consciente, inclusivo, empático e humano que, através de uma
presença mais ativa em ambiente digital, conseguirá incrementar o conhecimento e
procura da sua marca, expondo os seus valores a um maior número de utilizadores.
Non-Profit Organizations (NPOs), created with the purpose of benefiting society, are an important economic and social force. However, their daily life is lived in an extremely competitive environment and, consequently, it is essential to gain the trust of their public, transmitting an image of credibility in order to contribute, positively, to their image, market positioning, and consequently, to their reputation. Social marketing is the main strategy used by NPOs to strengthen their global brand in the market, by adapting the traditional marketing mix. Promotion is one of the four variables that are shaped by social marketing and, since the digital medium has become the most predominant way of interacting with their audiences, it adapts to digital communication channels, such as social media. Through social advertising and its power of persuasion, emerging issues are communicated and debated. LNPOs, based on a social marketing strategy and through advertising, will achieve their main goal - social change. This internship report focused on the study of the youth department brand of the Portuguese Red Cross Institution - Juventude Cruz Vermelha Portuguesa (JCVP). This study aims to investigate the communication strategies of the JCVP in order to promote its values among its audiences. In view of the results obtained, and despite a low awareness, it is understandable that the JCVP is perceived as a conscious, inclusive, empathetic and human department that, through a more active presence in the digital environment, will be able to increase awareness and demand for its brand, exposing its values to a greater number of users.
Non-Profit Organizations (NPOs), created with the purpose of benefiting society, are an important economic and social force. However, their daily life is lived in an extremely competitive environment and, consequently, it is essential to gain the trust of their public, transmitting an image of credibility in order to contribute, positively, to their image, market positioning, and consequently, to their reputation. Social marketing is the main strategy used by NPOs to strengthen their global brand in the market, by adapting the traditional marketing mix. Promotion is one of the four variables that are shaped by social marketing and, since the digital medium has become the most predominant way of interacting with their audiences, it adapts to digital communication channels, such as social media. Through social advertising and its power of persuasion, emerging issues are communicated and debated. LNPOs, based on a social marketing strategy and through advertising, will achieve their main goal - social change. This internship report focused on the study of the youth department brand of the Portuguese Red Cross Institution - Juventude Cruz Vermelha Portuguesa (JCVP). This study aims to investigate the communication strategies of the JCVP in order to promote its values among its audiences. In view of the results obtained, and despite a low awareness, it is understandable that the JCVP is perceived as a conscious, inclusive, empathetic and human department that, through a more active presence in the digital environment, will be able to increase awareness and demand for its brand, exposing its values to a greater number of users.
Description
Keywords
OSFL Comunicação de marca Valores de marca Marketing social Publicidade social Brand communication Brand values Social marketing Social advertising