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Educational Programme
Final Grade
Year of Graduation
Aleksandra Mezentceva
Development of Promotion Plan for Cultural and Educational Project
(Bachelor’s programme)
Nowadays market of cultural and educational services grows, that is why number of cultural and educational projects increases, it leads to competition in the market. Cultural and educational projects should have clear and competent promotion plan for audience engagement. Often these projects have such specifics as non-commercial basis, that is why it is not profitable for them to use traditional channels of promotion such as TV, radio, print mass media and others. In modern world Internet-marketing gained popularity because tools of this marketing type reduce costs and increase promotion efficiency.

Cultural and educational project «Fabrika smyslov» was chosen for development of promotion plan. This project has small audience, because clear and competent promotion plan is not created.

The main goal of this work is to investigate, what tools are used for cultural and educational projects promotion, and develop promotion plan for cultural and educational project «Fabrika smyslov».

Object of research is cultural and educational projects. Subject of research is modern tools of cultural and educational projects promotion.

To achieve main goals theoretical materials about cultural and educational projects and their promotion were studied. Detailed description of cultural and educational projects of Saint-Petersburg was given, it was based on interview with projects organizers. Analysis of effectiveness of cultural and educational projects social networks was conducted.

The main outcome of this study is developed SMM-strategy for cultural and educational project «Fabrika smyslov», also developed promotion plans of project for social networks such as Vkontakte and Instagram. The emphasis was on free methods of promotion use, moreover tools that require minimum costs were placed in recommendation too.

Promotion plan for project «Fabrika smyslov» can be changed and used for other cultural and educational projects.

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