Kommunicerad Talang : Kartläggning och utvärdering av Talang 2010´s externa kommunikation

• Main Authors: Gnojek, Michaela, Ljungblad, Emelie
• Format: Others
• Language: Swedish
• Published: Linnéuniversitetet, Institutionen för samhällsvetenskaper, SV 2010
• Subjects: Talang; strategic communication; event marketing; targeting group; internal communication; external communication; strategic effect; Media and communication studies; Medie- och kommunikationsvetenskap
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-8915

This thesis will explore how swedish Talang 2010 used their strategic communication in Kalmar and Stockholm and how the effect of this work was shown in the two cities. With a focus on how the sender was working with the external communication in the two cities, the heart of the research was studying Talang 2010’s communication strategy in these two contexts. The research was made with surveys during two audition days in Kalmar and two days in Stockholm. The competitors, the audience and the general public were answering different surveys but with the same base to study the effect. For studying the strategic communication interviews was held with the Marketing Director of Talang 2010, a person in the marketing workgroup in Kalmar and an expert in management and communication strategies. This showed that the Marketing Director of Talang 2010 and the person in the workgroup in Kalmar had another view of the result than the receivers. They felt that they had accomplished their goals by reaching out to more people than before and having more people in the audience than last year, but the survey shows that the public wanted more information about the event. By using contextually different strategies Talang 2010 reached the same result in Kalmar as in Stockholm with a full crowd during all the audition days. With the budget that was available for this year Talang 2010 could have a good use of cheaper options like internet or word of mouth to reach out to even more people.