Digital marketing plan for the Portuguese Family Businesses Association

• Autor(a) principal: Lázaro, Miguel José Sousa
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/19450
• topic: Digital marketing; Nonprofit organizations; Family businesses; Social media; Marketing digital; Organização sem fins lucrativos; Empresa familiar; Rede social; Trabalho de projeto; Portugal

The organizations that stand out focus on marketing techniques adapted to the trends and their reality. In the third sector, the lack of resources and the need for notoriety become an increasing challenge. The purpose of this project is to develop a digital marketing plan for the Portuguese Family Businesses Association to meet its real needs as a nonprofit organization. The Association's communication strategy is still centred on the most traditional means of marketing, leaving the digital world and all its potential untapped. Social networks are an excellent tool in pursuing the Association's objectives as an organization that needs: external support, highlight the contribution of Family Businesses in the national economy and expands its number of associated companies broadening its knowledge spectrum. The plan consists of choosing a digital strategy that incorporates the use and management of each of the social media channel essential to the objectives expressed by the Association. The plan contains several suggestions, including account creation on some social media channels, and exemplifies with mock-ups the best way to produce both visual and written content. Therefore, intensive research was done into the internal and external factors that influence the Association and its activity through the collection of several sources of information. The ideas mentioned here are adapted to the reality of the Association but can serve as an example for other nonprofit organizations looking to dive into the digital world.