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A communication advice for WAHLE & WOLF

Client acquisition communication using the example of a pr agency

Rechten: Alle rechten voorbehouden

A communication advice for WAHLE & WOLF

Client acquisition communication using the example of a pr agency

Rechten: Alle rechten voorbehouden

Samenvatting

This document is created to fulfil the requirements for completing the study programme International Communication and Media at the University of Applied Sciences Utrecht. The topic arose in cooperation with the German public relations (PR) agency WAHLE & WOLF. The purpose of this research study is to identify communication strategies for client acquisition that the PR agency can use for its advantage to strengthen its business. WAHLE & WOLF is a small agency for PR and social communication. Developments in the last couple of years led to the circumstance that the agency is currently very dependent on one major client. This dominant position of the client is supported by the fact that some minor clients were lost. For that reason, this research study deals with investigating the question of how WAHLE & WOLF can successfully market itself to expand its client base. Based on the research findings an advice on communication strategies is given. The research problem is put into a theoretical context by discussing models and tactics on client acquisition, as well as decision making processes of potential clients. That results in a framework in which the problem situation is examined. In order to collect in-depth information to solve the research problem interviews and surveys among potential clients were conducted and communication strategies of competitors were analysed. Based on this qualitative research approach strategies are recognised that support WAHLE & WOLF in initiating successful client acquisition communication. Research showed that direct communication tools are the most effective to use in client acquisition. A good reputation and broad network seem to help PR agencies to get known and to get in touch with prospects. Moreover, creating a long-lasting relationship, that goes beyond settling business, matters. It influences clients, as well as prospects experiences with an agency. For potential clients the internet is an important tool to first get to know about service providers and to form a first opinion. For these reasons, WAHLE & WOLF is advised to introduce client acquisition policies into their business activities. The guiding strategy to be implemented in communication is ‘positioning and connecting’. Steps that need to be taken are defining the target audience, adapting the strategic position, integrating key communication contents, updating the online appearance and becoming more involved in networking. With this set of advices taken into account, WAHLE & WOLF is expected to successfully communicate with prospects and to turn these into clients.

Toon meer
OrganisatieHogeschool Utrecht
OpleidingInternational Communication and Media
AfdelingCommunicatie
PartnersAgentur WAHLE & WOLF
Datum2014-06-10
TypeBachelor
TaalEngels

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