Communication strategy for an international acrobatic rock and roll competition

The aim of this bachelor’s thesis is to develop and implement a communication strategy for the international Black CUP acrobatic rock and roll competition that will lead to higher attendance. The methods used to achieve these objectives include qualitative research through interviews with the target audience and a quantitative survey. The theoretical part positions the communication strategy within the broader context of marketing communication, explains the concept of a communication strategy, and outlines the necessary tools for its development. It also provides a detailed overview of the customer journey marketing model and summarizes the specific aspects of sports communication. The practical part begins with an introduction to acrobatic rock and roll and the Black CUP competition. It describes the process of creating a communication strategy aimed at the parents of participants, with the goal of attracting 350 paying spectators to the event. A major contributor to achieving this goal was conducting interviews with parents and creating a survey for the competitors. The main communication message, developed from these research findings, was: "Come support your child at the competition. They want you there!" This message was shared via Instagram and was also incorporated into the event itself. To illustrate the touchpoints between parents and the communication, a customer journey map was created. The final part of the work discusses the implementation of the communication strategy and evaluates its success, achieving 112 % of the target.