Social Media Marketing Campaign Plan for the Case Company: Global Trade and Exhibition Oy

This is a product-based bachelor’s thesis to develop a social media marketing campaign plan for the case company to attarct clients and establish a brand image in the Russian-speaking countries. Social media is a powerful tool to market products, attract clients and build a brand. The world situation in 2021 has pushed companies even more towards activity and marketing through social media. The purpose of the thesis was to create a content plan for the relatively young B2B commissioning company to grow its awareness. The thesis begins with an introductory chapter, followed by theory, interviews with the case company and a potential customer, insights from the interviews, general recommendations for the commissioning company and the content plan itself. It ends with the conclusions. The basic marketing principles created by Kotler are well-known in the traditional marketing world and widely used. The principles of identifying customer needs and satisfying them through creating customer value. However, with the development of digitalization these principles require a new approach. Thesis helps to understand the importance of using social media marketing in modern business world. The use of social media marketing in the business strategy is no longer optional, but essential. The case company interview was held to identify company’s values, skills, and points of difference. The company is relatively new therefore answering interview questions has helped the company to clarify some points for itself, and for the researcher as well. The final content plan and ideas for topics were created based on the interviews, with the potential client and the company, international fair trade exhibitions’ online portals’ desktop research, and competitor research. The case company was satisfied with the process of the research, questions of the interview, insights from the customer interview and the content plan itself. Company employees are contented to apply content plan ideas in the marketing strategy. The thesis conclusion includes the project’s key findings and suggestions for further research of the commissioning company. Additionally, it also has a project’s evaluation chapter based on the author’s self-evaluation and company’s feedback. Finally, the author reflects on her learning regarding the project