DEVELOPMENT OF EFFECTIVE COMMUNICATION STRATEGY

This master thesis has been developed to help NGO "Swedish Society of Hand Weaving"("Riksföreningen För Handvävning"), to promote the hand weaving tradition among the younger segments. The work consisted of developing a communication strategy that fit the organisation resources and at the same time effectively promote hand weaving among the target group. The author of this paper approached by the organisation concerning the high average age of its members, of which most are above 50 years of age. It is feared that the ancient tradition of hand weaving will fade out with its members. The organisation has requested assistance in devising a new or revised market strategy, aiming at expanding and increasing the current base of members and especially attracting young members with ages between 17 and 35 years. The author tries to demonstrate how at the contemporary stage of evolution of social marketing the publicly significant information regarding a chosen company may be represented in the framework of a strictly formulated efficient communication system with a target audience.