Communication plan for a social solidarity service: the case of CAIS Association

• Autor(a) principal: Gomes, Rui Bastos
• Data de Publicação: 2012
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/4946
• topic: Marketing communications; Social marketing; Communication plan; CAIS Association; Comunicação de marketing; Marketing social; Plano de comunicação; Associação CAIS

The usage of Marketing Communications techniques can potentiate any organization performance, including the ones from the 3rd Sector. These organizations make their communication within the Social Marketing context, and relying on those techniques becomes the advantage they need to mark a solid position, in their operating Sector. Thereby, to fully seize the Marketing Communications potential, 3rd Sector organizations must develop and later implement, a well defined Communication Plan, either for one of their services or for the organizations as a whole, to reach a greater performance than before. In this case, a social solidarity service from Portuguese CAIS Association is taken into account for a Communication Plan development, which includes a theoretical and practical sections, and strategic actions.