Applying tate´s conscious marketing plan to a hybrid organization: movimento transformers search for identity-image fit - promotion strategy for Xlead

• Autor(a) principal: Fernandes, Raquel Pereira de Brito
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/139178
• topic: Promotion; Volunteering; Conscious marketing plan; Movimento transformers; Organizational brand identity; Brand image; Hybrid organization; Civic participation; Social awareness; Youth associative movement; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

This work project consisted of developing a Marketing Plan for Movimento Transformers, a social organization with the mission of increasing civic participation in society. Therefore, a strategic analysis of the market was performed. Results displayed a misalignment between Brand Identity and Brand Image. Consequently, a Conscious Marketing Plan was implemented to correct the gap found and improve the overall marketing performance. For the promotion pillar, a Communication Plan using the 6M framework was designed, promoting the social mission of the XLead service. Three communication initiatives were suggested, aiming to raise Youth Associative Movement, brand, and product awareness next to youngsters.