Communication Concept to Raise Awareness
Due to inadequate awareness of the company Prolehrysteme AG,it was requested to analyse the channels and come up with a basic concept for a new channel, notably YouTube. As a result, the Website including the Web shop is considered to be the number one priority since from a customer’s perspective it is hardly possible to find it and the navigation through the Website and the Web shop is fairly inconvenient.
Asani Leonora & Basic Kristiana & Onori Lorin & Thi Trang Van, 2016
Projektarbeit/Praxisprojekt, Pro-lehrsysteme AG
Betreuende Dozierende: Susan Göldi
Keywords: PLS, communication, social media, awareness, Switzerland, educational market
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Prolehrsysteme AG segments their customers to A, B and C class and also on the level of education in German and French speaking parts of Switzerland.The first essential goal is to define key customer segmentations, which align with different product lines. Eventually, basing on the company’s strategic goals and target customers to build appropriate communication channels with the purpose of gaining more traffic on the webpage, encounter with more sales online through web shop and finally raise awareness of the furniture aspect.
Analysing the current situation of the used communication channels, based on literature review. Furthermore telephone interviews were conducted with architects and secondary school conacts as a sample of a target group. Moreover, an overall analysis was made with intention of concluding the current situation and providing recommendation for PLS's further actions.
After taking into account norms and regulations provided by literature, it can be said that the Website does not only perform insufficiently in terms of SEO but also concerning the customer friendliness. Key issues are identified as the inconsistency of supporting key words throughout the whole Website in terms of text, URL, headings, tags (Meta description tag, Images alt tag). The usage of Key words, as defined by PLS, is not identified as a key problem, which makes PLS barely be found with search engines. When referring to the newsletter as a e-marketing tool, it may be added that the latter has a great potential and may be used in the future to increase the conversion rate. As far as the Facebook is concerned, it is recommended to keep it active as a company profile, but not to invest more due to limited potential. As for YouTube, it is recommended to develop a profile and consider it as a pilot project while not having excessive expectations.
Studiengang: Betriebsökonomie (Bachelor)
Fachbereich der Arbeit: Strategie, Marketing & Kommunikation