Online marketing of the Association of Historical Settlements in Bohemia, Moravia and Silesia

This master's thesis focuses on the online marketing of the non-profit organization the Association of Historical Settlements in Bohemia, Moravia and Silesia. The aim of this work is to propose an online communication strategy based on the evaluation of the organization's previous marketing communication on the internet, primarily to reach out to the younger generation. The Association seeks to target the younger generation, characterized here by the age group of 18 to 35, as they are not well-acquainted with them, and the organization aims to change that. This thesis may assist in providing a guide on the forms of communication the organization should engage in to effectively address the selected group, as well as potentially other age groups that are increasingly active on the internet. To achieve the objectives of the work, a situational analysis, analysis of the organization's websites and social media, along with group interviews and questionnaire survey among the targeted generation, were employed. The theoretical part describes marketing in the context of non-profit organizations, followed by its online aspects focusing on communication. The practical part begins with a description of the methodology and an introduction to the non-profit organization, including an analysis of its external and internal environment. Subsequently, an analysis of marketing communication, particularly online communication focusing on the organization's website and social media, is presented. This is followed by qualitative research in the form of group interviews and quantitative research in the form of a questionnaire survey conducted among the younger generation. Based on the analyses and research conducted, a communication strategy for the Association in the online environment was proposed, tailored to address primarily the younger audience, but not exclusively.