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ID number:187006
Published: 29.01.2019.
Language: English
Level: College/University
Literature: 86 units
References: Not used
Time period viewed: 2011.g. - 2019.g.
Table of contents
Nr. Chapter  Page.
  Executive Summary    4
  Edge PR    5
  Meet the Team    6
  Contact List    7
  Clients    7
  About Sunseeker    8
1.  Situational Analysis    9
1.1.  Internal and External Environments    9
  Sunseeker    9
  FIFA    10
1.2.  Digital Landscape    10
  Web Analysis    10
  Social Media Analysis    11
1.3.  Primary Research    13
1.4.  Stakeholder Map    15
2.  Target Audience    16
3.  Campaign    18
3.1.  Overall Strategy    18
3.1.2.  Strategy Statement    18
3.1.3.  Aims    18
3.1.4.  Objectives    18
  CONTENT    19
3.2.  Strategy In Detail    19
3.3.  Key Messages    20
3.4.  Tactics    21
3.4.1.  Competition    21
3.4.2.  Online    22
3.4.3.  Stunt    23
3.4.4.  Fan Park    25
3.5.  Timeline    26
3.6.  Budget    27
4.  Evaluation    28
  Appendices    29
  References    62

Awareness of the Sunseeker activities and the sponsorship could be measured through survey, which will be sent to FIFA championship customers and Sunseeker customers (those, who purchased tickets and event attendees) via direct email right after the end of the campaign and 2-3 months after the end. The question will be formulated so that could express their thoughts on the business activities of Sunseeker what is the reputation of the organisation, how successful the organisation is, how well-done the projects are and whether the donations were worth it. The survey will allow to measure the effectivity of the communication and the knowledge of the vision, mission, values and activities of the Sunseeker among the customers and other involved stakeholders.
• In order to monitor the Bounce Rate and direct traffic of the Sunseeker’s website Google Analytics will be used. The rate will be measured during and sometime
• after the communication in order to identify whether the campaign was successful.
• Create a list of earned media coverage gain categorised into level of influence with our chosen target demographic and monitor the frequency of positive press coverage, as well as total amount of positive press conference and endorsement by journalists.…

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