Marketing and communications

We've written an introduction to marketing for you here that you can use to map out and develop your own initiative or project.

What is marketing?

On the Internet, you will find countless definitions of marketing. All of them are undoubtedly correct. However, especially in the early stages of your activities, you can sometimes lose the thread a bit when you don't have much to do with it. It is especially important to know that marketing and communication do not mean the same thing. Marketing is a process that precedes communication. In a number of steps, you work toward insights about your product or service and look in different ways at the outside world (your target groups, partners but also trends and developments) and how they can influence your project or initiative. With this knowledge you then determine the strategy with which you want to conquer the world.

The marketing process

To determine strategy, you follow a few steps. You may find that the steps are somewhat intertwined. You may find information during the external analysis that gives a different perspective on topics from the internal analysis. That's only right.

Step 1 - Internal analysis

You will first take a close look at your initiative or project and the practical issues involved in its realization. That way, you can determine what the stronger and weaker parts of your concept and your organization are. Read more about the internal marketing environment.

Step 2 - External analysis

It is also important to look closely at the outside world. In doing so, you make an analysis of your target group, competitors, stakeholders and other interested parties. You also determine what relevant trends and developments you will take into account when realizing your initiative or project. In this way you will gain insight into possible opportunities or threats. Read more about the external marketing environment.

Step 3 - SWOT analysis

Through a SWOT analysis, you can determine the strategy you will pursue. This comes from the stronger and weaker points as well as the opportunities and threats. By putting these side by side and analyzing them properly, you may be able to make adjustments to your concept or organization. You may also be able to apply a particular strategy in approaching your target audience or stakeholders. Read more about the SWOT analysis.

Step 4 - Processing the information into a good plan

Once you have your initiative or project completely clear to yourself, and have determined the strategy to be applied, you can work the information into good plans. You make a budget, you write a communication plan, a plan of action and you make a schedule. You use these documents for yourself but you can also use them when applying for a grant or fund or when approaching sponsors.

If, from your expertise, you yourself have knowledge that would fit this topic, or if you see opportunities to improve this text, we look forward to receiving your message at info@cultuuracademy.nl.