How companies utilize mascots in their digital marketing
Terning, Maja (2013)
Terning, Maja
Oulun seudun ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201305138051
https://urn.fi/URN:NBN:fi:amk-201305138051
Tiivistelmä
The commissioner for this thesis was Spinfy, a children’s mobile applications developer. From August 2012 to December 2012, the author conducted her internship at Spinfy and during this time initiated a marketing stunt/project utilizing the company mascot as an online marketing tool. The main goal of this thesis was to provide the commissioner with a comprehensive digital mar-keting communications plan for their mascot, Spinky. A company mascot can take on various marketing roles, depending on the particular company’s vision and strategy. In Spinfy’s case, Spinky’s role is to reach potential customers and other target segments in social media, as well as to assist in creating an integrated synergy between all of Spinfy’s marketing material.
Through desktop research on profound marketing theories, the author developed a thorough un-derstanding of how to analyze, prepare and implement a strategic marketing communications plan. After reading this thesis, the commissioner and the other audience will gain a basic knowl-edge of how comprehensive the marketing operations of a company really are. Furthermore, the theoretical framework provides the reader with information about digital marketing, social media marketing and how to utilize a mascot in this environment.
The result of the thesis comes in the form of a marketing plan developed solemnly for Spinky’s future marketing communications efforts. A conclusion was drawn that Spinky possesses the right ingredients to enhance Spinfy’s overall marketing efforts. However, there are issues which might prove challenging when it comes to executing the plan; lack of resources is an example of such an issue.
To conclude, this presented digital marketing communications plan provides a clear strategy and action plan for how the commissioner can proceed with Spinky’s online activities. If the implementation of the plan is successful, Spinky might prove valuable to the commissioner as an active marketing tool. Lastly, the author would like to point out the endless possibilities of utilizing mascots in marketing operations and as for Spinky, it would be intriguing to see further development measures, for example in the form of a follow-up thesis by another student.
Through desktop research on profound marketing theories, the author developed a thorough un-derstanding of how to analyze, prepare and implement a strategic marketing communications plan. After reading this thesis, the commissioner and the other audience will gain a basic knowl-edge of how comprehensive the marketing operations of a company really are. Furthermore, the theoretical framework provides the reader with information about digital marketing, social media marketing and how to utilize a mascot in this environment.
The result of the thesis comes in the form of a marketing plan developed solemnly for Spinky’s future marketing communications efforts. A conclusion was drawn that Spinky possesses the right ingredients to enhance Spinfy’s overall marketing efforts. However, there are issues which might prove challenging when it comes to executing the plan; lack of resources is an example of such an issue.
To conclude, this presented digital marketing communications plan provides a clear strategy and action plan for how the commissioner can proceed with Spinky’s online activities. If the implementation of the plan is successful, Spinky might prove valuable to the commissioner as an active marketing tool. Lastly, the author would like to point out the endless possibilities of utilizing mascots in marketing operations and as for Spinky, it would be intriguing to see further development measures, for example in the form of a follow-up thesis by another student.