Communication Strategi for Kulturhostorisk Museum

In: Other Topics

Submitted By maritkeik
Words 4325
Pages 18
Tema 14 Individuell oppgave
Kommunikasjonsstrategi

Kunde
Bergen Museum, De kulturhistoriske samlinger

NorgesKreativeFagskole@2012
Av Ine Martine Lorentzen
Sammendrag

Denne oppgaven gikk ut lage en kampanje for å øke antall besøkende til ”De kulturhistoriske samlinger” på Bergen museum. Jeg har laget en mobilapplikasjon og en annonse.
Hovedmålgruppen er barnefamilier i Bergen, hvor barna er i alderen 8-15 år. Barnefamilier er ofte på utkik etter nye opplevelser og ønsker å gjøre ting sammen som en familie. Et museum kan være appellerende til både voksne og barn om man benytter riktig markedsføring.
Kampanje/konseptet jeg har kommet opp med heter ”Ukjent mann trenger navn”. Ideen springer ut i fra at den mannlige mumien på museet ikke har en identitet. Kampanjen oppfordrer kunden til å komme opp med et forslag til navn til mumien, samt besøke museet.
Jeg påvirker målgruppen med ”Ukjent mann trenger navn”-dagen hvor man vil få vite hva mumienavnet blir, samt andre spennende aktiviteter og konkurranser. Samtidig bruker jeg kontrasten ”tegneseriemumie” – men på museet får du oppleve ekte mumier. Dette tror jeg er nysgjerrighetsvekkende for barn, da de mess sann synlig ikke har sett en mumie før.
Jeg ønsker å få frem at man må komme til museet for å oppleve hva det har å by på, samt se ekte mumier. Jeg tror mumiene er det som appellerer til målgruppen i høyest grad. Samtidig kan det å fokusere og profilere på en spesifikk del av museet øke antall besøkende, som vil ha et ønske om å se hele museet når de er der. Jeg vil at forbrukeren skal føle seg involvert og at de får være med å bidra.

Innholdsfortegnelse

1.0 Oppgavebeskrivelse……………………………………………………………………………4

2.0 Situasjonsbeskrivelse……………………………………..………….………………….…….4 3.1 SWOT-analyse………………………………………….………………………………….5 3.2 Merkevarepersonlighet……………………………………………………………………6…...

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