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Strategy plan - Essay Example

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Strategy Plan Table of Contents Company Background 3 Research and Situation 3 SWOT Analysis 4 Goals and Objectives 5 Target Audience 5 Key Messages 6 Strategies and Tactics 6 Budget 10 Timeline 13 Evaluation 15 References 16 Company Background For any start up organisation, communication plays vital part…
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Download file to see previous pages Rise Art is created by two close friends and it is inspired by the desire of art and knowledge. Rise Art assists artists to support and expand their functions in creative aspects. The organisation provides an online platform which can simplify the discovery of art to be easy and enjoyable. The art works which are traded by Rise Art are handmade and developed by the team. The organisation performs in conjecture with graduate degree programs in universities, schools, colleges, art galleries and museums in order to provide the customers with an access to incredible level of art (Rise Art Ltd, 2013). Research and Situation Creative industry plays a vital part in the growth of economy. It drives innovation, sustainability and prosperity of a nation. This creativity arrives from several sources namely arts, design, fashion, music and dance among others. The worth of creative industry is not purely practical in nature rather it communicates cultural value and social position of a nation. Since different people possess diverse imaginations and gifts, their creations are believed to have certain sensitive value. In the 21st century, these creativities such as designing, decorating or painting started to intertwine together with a range of modern business activities (Crown, 2011). In the UK, creative industry has contributed about ?36.3 billion Gross Value Added (GVA), signifying about 2.89% of total GVA in the year 2009. Among different segments of creative industry, publishing, advertising and television & radio provided the most support to the GVA of the UK. The creative industry also exported different services worth ?8.9 billion in 2009. This figure signifies the implication of creative industry in the UK (Crown, 2011). In the year 2011, there were about 106,700 creative organisations representing 5.1% of entire UK’s organisations. From 2009 to 2011, small growth was observed in the number of creative enterprises. Among other segments, music, visual and arts segments have replicated the utmost number of organisations in creative industry i.e. 1.5% of entire UK’s organisations. Apart from this, advertising, architecture, design and film organisations also represent considerable number of organisations in the UK (Crown, 2011). SWOT Analysis Before developing any communication strategy, it is essential to understand the key strengths and weaknesses of an organisation. Following is the SWOT analysis of Rise Art which would be helpful for developing communication strategy. Strengths Weaknesses Strong market of art Niche customer segment Online interactions Alignment with campuses, art galleries and museums Limited opportunity to make revenue Weak presence in online media Low brand reputation Opportunities Threats Involve the young consumer segment Drive promotional campaign to enhance fan and supporter base Use different public relations (PR) techniques to enhance brand image Competition from other art organisations Evolution in art can generate confusion for requisite spread of messages Economic condition can reduce the spending of customers of art related products Goals and Objectives The key objectives of the communication plan are: To develop strategies for introducing Rise Art as one of the leading art organisations in creative industry of the UK To drive more traffic to the website developed by Rise Art by involving young customer segment To successfully implement PR strategy in order to enhance brand ...Download file to see next pagesRead More
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