Návrh strategie marketingové komunikace pro středisko volného času

Abstract

The goal of this diploma thesis is to evaluate the current state of marketing communication at the Ostrčilova Leisure Centre and, based on the findings, propose an optimized marketing communication strategy. The proposed strategy should lead not only to an increase in interest in the services offered but also to an increase in awareness of the institution itself and the strengthening of the loyalty of existing users. Two research methods were used for this diploma thesis, an expert interview with the deputy director of the centre and a questionnaire survey conducted among relevant respondents - parents. The analysis of the results showed that the key sources of information about services for clients are the website and personal recommendations, while the influence of social media is minimal. Customer loyalty is mostly based on the excellent accessibility of the centre, affordable prices, and the quality of the teachers. Based on these findings, a new strategy divided into two main pillars is proposed. The first pillar focuses on acquiring new clients through targeted online advertising (Google Ads) and local promotion. The second pillar aims at retaining existing clients by digitizing processes and introducing communication through WhatsApp communities. The implementation of the proposed steps should lead to an increase in the number of clients, savings in administrative time, and the strengthening of the position of the centre in the leisure activities market.