| Abstract [eng] |
ČEČKAUSKAITĖ, Justė. (2009) The Planning of Integrated Marketing Communications in Nonprofit Organizations. MBA Graduation Paper. Kaunas: Kaunas faculty of Humanities, Vilnius University. 79 p. SUMMARY The nonprofit organizations render assistance to the welfare of human society as well as make an impact on promoting its development. The basic measure to achieve those goals is communicating with the objective audiences. Impulsive using of marketing communications in nonprofit organizations tend to rebound on further organizational work. As a result, the objective audiences can be unable to understand the given information propperly, the organizations don’t get the feedback that had been expected: the voluntary endeavor and the financial cost of communication doesn’t bring the proper benefit. One of the biggest innovations in the marketing communications is the integrated marketing communications (IMC) which mean the integration of the elements of communication process and using the synergy between them. The planning of integrated marketing communications is widely explored in the private sector but there is a lack of research and practice of IMC planning for nonprofit organizations. The object of work is the planning of integrated marketing communications for nonprofit organizations. The purpose of work is to analyze theoretical aspects of the planning of integrated marketing communications in nonprofit organizations and to plan the IMC of organization “X”. There are three tasks to execute a purpose: 1. To induct the meaning of nonprofit organizations in the society, to present the meaning of marketing communications to nonprofit organizations, to analyze the theoretical aspects of planning the marketing communications and IMC in the nonprofit organizations. 2. To introduce the situation of IMC planning research for nonprofit organizations, to shape the presumptions and the model of research. 3. To frame the methodology of IMC’s planning for organization “X”, to plan and evaluate its IMC according to the theoretical basis. The main results of work. The planning of IMC is based on the planning process, which includes 10 steps: situation analysis, selection of objective audiences, aims of communication, marketing communication strategy, framing the items of communication, selection of communication channels, selection and integration of communication instruments, framing the budget of IMC, the selection of realization resources and the control of the marketing communications. Evaluated theoretical aspects of IMC planning can be suitable for every nonprofit organization. The use of framed methodology would differ depending on the peculiarities of organizations’ work, former IMC’s practice and availability of resources. IMC planning for nonprofit organization “X” showed that the organization has a solid image, is highly competitive and attracts a wide range of objective audiences. Although there are some problems of internal marketing in the organization, the planning of IMC could help in finding the optimal solutions. The research revealed that the main difference between the practical model of IMC planning and the theoretical one is a wider amount of objective audiences and the budget planning strategy “form top to bottom” in organization “X”. The presented practical IMC planning model could be implemented with minimum costs. The work includes 17 tables and 19 pictures. |
