Marketing communications - how is the process?: a case study
of the Swedish National Road Administration (SNRA)
Abstract: Since marketing could be relevant for any organization, even those whose
primary goal is non-economic and especially those who undertake a
customer-oriented approach, this master’s thesis will focus on one of its
elements: Promotions or marketing communications. The research problem has
been formulated as follows:
The purpose of this study is to make an assessment of the marketing
communications process of a non-profit organization.
The frame of reference, based on a literature review of performed research
within the area, will guide this research. The marketing communications
process defined involves a message sender and a message receiver. It
involves the three major concerns of WHOM to reach, WHAT to say and HOW it
should be done. Further, it includes the planning and development of
communications. Above all: It includes the connection to the overall
strategic direction of the entire organization.
To explore and to describe the marketing communications process of a non-
profit organization from a managerial perspective, a case study has been
conducted at a large Swedish governmental agency – the Swedish National
Road Administration (SNRA). Managers of information and communication,
working centrally as well as regionally, have been interviewed. To explore
the process from the receiver’s perspective, a pilot study has been
conducted. A focus group with eleven young people was conducted in the city
of Luleå. Their perception of the SNRA was explored, as well as how it
communicates with young people. In order to answer the second research
question, how the process of other non-profit organizations is different,
the Swedish Customs was interviewed. In addition, the planning and
development procedure of the Climate campaign was assessed. The government
and the Swedish Environmental protection Agency commission it.
The findings of this study indicates that the sender of marketing
communications, in this case the SNRA, has internal problems as well as
problems related to the receiver or target audience. Internally, it is
sometimes hard to get hold of the overall picture of what is being
communicated. Furthermore, the target audience becomes a second priority
when internal assigners must be pleased. Even though things are perceived
to improve, the SNRA does not succeed in targeting their segments
consistently. The concerns of WHAT, and HOW, rather than WHOM, seem to
dominate decision-making. The logical central steps in communications
planning, described in theory, are not generally performed that logically
by the SNRA. On the other hand, the planning procedure of the Climate
campaign makes an example of how it should be performed. Concerning how
marketing communications connects to the overall strategic direction, the
SNRA has a corporate mission and corporate objectives that can set
direction. However, too many managers ask for the main thread. According to
this study, there is a gap between corporate strategies and marketing
communications. A marketing strategy does not even exist. It might be on
its way and all managers welcome its main elements: segmentation, targeting
and positioning.
The managerial implications suggested from this study do not just involve
managers of communication and information. It involves all mangers
responsible for carrying out the mission of the SNRA, and especially those
responsible for coordinating the marketing mix: the products, the services
and the values the SNRA offers. The improvements of the marketing
communications process will not only benefit marketing communication.
CLICK HERE TO DOWNLOAD THE WHOLE ESSAY. (in PDF format)