How can Content Management Strategies be used to target potential new SME customers from selected industry sectors: A case study of Ad Astra UK’s brand awareness activity

Student, A. (2016) How can Content Management Strategies be used to target potential new SME customers from selected industry sectors: A case study of Ad Astra UK’s brand awareness activity. Undergraduate thesis, University of Chichester.

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Abstract

SME organisations have often struggled in creating brand awareness when targeting new clients due to lacking knowledge of recommended tools and methods. The aim of this research was to investigate the current perception of Ad Astra UK and researching literature to gain an understanding into methods that could be adapted and used as a basis of recommendation to apply to Ad Astra UK. One method which was found to be effective was the use of content management strategy and the importance of a market plan. This step by step process could be adapted and implemented ensuring a clearer communication and promotional message.
Questionnaires were used to discover the current perception and awareness of Ad Astra as a brand and the services provided. Questions regarding personal experience of beneficial promotional methods were identified which were also used as a basis for recommendation.
The results identify that online and face to face methods were the most popular to build first relationships, as well as establishing that there was very little awareness of Ad Astra as a brand and its services offered. Recommendations to the company included creating a market plan using a content strategy as well as continuing to provide a successful level of quality and service to its current clients

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Departments > Business School
Undergraduate Dissertations
Depositing User: Gail Graffham
Date Deposited: 17 Jan 2017 11:27
Last Modified: 17 Jan 2017 11:27
URI: http://eprints.chi.ac.uk/id/eprint/2454

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