Samenvatting

This thesis is about establishing an effective marketing strategy for MasterPeace, which will help generate publicity through the annual event on 5 May. MasterPeace is a non-governmental and non-profit organization with a European office based in Utrecht. It is a peace initiative that seeks to encourage the local civil society to start building peace themselves through music, art and new media. MasterPeace tries to move people. On 5 May MasterPeace will present itself in several cities with caravans in an attempt to reach their target group and transmit their message.
The problem MasterPeace faces is invisibility and a lack of brand awareness. However, in order for MasterPeace to achieve their goals, it is essential that civil society knows them, receives their message and becomes involved in the initiative.
In this specific case the way of selling the idea is the Peace, Love 'n Caravan (PLC). From the outside the caravan has a MasterPeace appearance and on the inside a cozy living room. On 5 May, Liberation Day in The Netherlands, there are caravans present in 5 cities. During the day performances will be given inside the PLC, for a limited number of people (due to the limited space in a caravan). This way MasterPeace will try to offer them a unique experience that will inspire them to also become a peace builder.
This thesis reviews the internal and external environment of MasterPeace. Based on the research a marketing strategy is developed. The market MasterPeace is active in can be defined as: 'The market of non-governmental organizations active in the field of development cooperation in The Netherlands that offer their customers a way to help building a better world'. Concerning the target group the focus will be put on the idealistic, creative and young citizens.
The evaluation of the event on 5 May suggests that music is a good way of reaching their target group. The communication and promotion were not successful. The goal of gaining new supporters and peace initiatives was not reached.