Redesign komunikační a obsahové strategie online magazínu Freeride.cz

The bachelor's thesis is about redesigning the current communication and content strategy of the online magazine Freeride.cz. The work aims to reflect the changes in the field of online magazines and to design a modern communication strategy that is adapted to the target group of the brand. Firstly, there are described the general areas of the functionality of an online magazine in the sports sector. On this basis, this thesis describes the analysis of the marketing environment, marketing research and strategy design. Subsequently, the creation of a communication strategy is specified. The practical part of the work is based on the SOSTAC® marketing model. The first phase of the work analyses the current state of the magazine, its competition, and the characteristics of the target group. Next, based on the vision of the owner, it sets goals and defines the brand target audience. The strategy is created with the goals in mind therefore the communication and content strategy are helping to achieve them. Strategy design is followed by tactics and actions phases, which develop the strategy and give it clear steps. The last part of the work specifies the process of evaluating the results of set goals and procedures for strategy improvements.