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Authors
Advisor(s)
Abstract(s)
O presente relatório debruça-se sobre as potencialidades de uma estratégia de content marketing num evento cultural. O estágio, com a duração de 15 semanas, decorreu na Direção de Comunicação e Imagem da EGEAC – Empresa de Gestão de Equipamentos e Animação Cultural, responsável pela gestão e programação de diversos espaços e eventos culturais da cidade de Lisboa. O objeto de estudo foi o evento Natal em Lisboa 2015, que consiste num conjunto de concertos gratuitos em igrejas e outros espaços da capital.
Este estágio respondeu aos preceitos de uma investigação-ação. Como tal, a estratégia foi traçada com base num diagnóstico preliminar, sendo subsequentemente implementada ao longo do evento. Durante esse período, foi possível analisar a teoria em torno do content marketing, compreendendo mais profundamente como colocá-lo em prática nos vários canais físicos e digitais, bem como avaliando o impacto de uma abordagem deste tipo numa empresa como a EGEAC.
Genericamente, as ações implementadas tiveram um resultado positivo, indo ao encontro do objetivo mais importante desta estratégia de content marketing: evitar que o evento Natal em Lisboa 2015 tivesse excesso de público, e que resultasse na frustração dos espetadores e na revolta para com a organização.
ABSTRACT: This report focuses on the potential of a content marketing strategy for a cultural event. The internship, which lasted 15 weeks, was held at the Communication and Image Department of EGEAC - Empresa de Gestão de Equipamentos e Animação Cultural, which is responsible for the management and programming of various spaces and cultural events in the city of Lisbon. The study object was the event “Natal em Lisboa 2015” (Christmas in Lisbon 2015), which was a series of free-entry concerts in churches and other venues in the capital. This internship followed the precepts of research-action. As such, the strategy was drawn based on a preliminary diagnosis, being subsequently implemented as the event took place. During this period, we were able to analyze the theory around content marketing, understanding more deeply how to put it into practice in various physical and digital channels, as well as assessing the impact of such an approach to a company such as EGEAC. In general, the actions taken had a positive result, achieving the main objective of the content marketing strategy: to prevent the event “Natal em Lisboa 2015” having an excess of public, which would have resulted in frustration for the audiences and resentment against the organization.
ABSTRACT: This report focuses on the potential of a content marketing strategy for a cultural event. The internship, which lasted 15 weeks, was held at the Communication and Image Department of EGEAC - Empresa de Gestão de Equipamentos e Animação Cultural, which is responsible for the management and programming of various spaces and cultural events in the city of Lisbon. The study object was the event “Natal em Lisboa 2015” (Christmas in Lisbon 2015), which was a series of free-entry concerts in churches and other venues in the capital. This internship followed the precepts of research-action. As such, the strategy was drawn based on a preliminary diagnosis, being subsequently implemented as the event took place. During this period, we were able to analyze the theory around content marketing, understanding more deeply how to put it into practice in various physical and digital channels, as well as assessing the impact of such an approach to a company such as EGEAC. In general, the actions taken had a positive result, achieving the main objective of the content marketing strategy: to prevent the event “Natal em Lisboa 2015” having an excess of public, which would have resulted in frustration for the audiences and resentment against the organization.
Description
Relatório de estágio apresentado à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Marketing Estratégias de marketing Comunicação em marketing Storytelling EGEAC - Empresa de Gestão de Equipamentos e Animação Cultural Natal 2015 (Lisboa) Marketing strategies Marketing communication Christmas 2015 (Lisbon) Content marketing
Citation
MARTINS, Sónia Maria de Castro - Proposta e análise de estratégia de content marketing para o evento Natal em Lisboa 2015. Lisboa: Escola Superior de Comunicação Social, 2016. Relatório de estágio.
Publisher
Escola Superior de Comunicação Social