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ყაზბეგის მარათონი
1.
ყაზბეგის მარათონის საკომუნიკაციო სტრატეგია
2012 წ .
2.
yazbegis maraToni
maraTonis daniSnuleba jansaRi cxovrebis propaganda da sazogadoebis garTobis damatebiTi saSualebaa. "yazbegis maraToni" saTavgadasavlo maraTonebis tips ganekuTvneba, sadac monawileebs sirbili uwevT araordinalur adgilebSi, sadac bunebrivi da klimaturi pirobebis gamo sakmaod rTuli da Znelad dasaZlevi marSrutebia. 2
3.
situaciuri analizi
saqarTveloSi dRes dReobiT maraToni ar sargeblobs popularobiT, sazogadoeba ver xedavs misi organizebis saWiroebas. yazbegis maraTons aqvs dabali cnobadoba rogorc ucxoel aseve qarTvel maraTonelebs Soris. yazbegis maraToni ar aris Setanili maraTonis kalendarSi. http://www.marathonguide.com/ http://aimsworldrunning.org http://runinfinity.com/ 3
4.
arsebuli kvlevebi
Catarda xarisxobrivi kvleva siRrmiseuli interviuebis saxiT. jamSi gamokiTxul iqna 2000 adamiani saqarTvelos qalaqebsa (Tbilisi, quTaisi, zugdidi, Telavi) da yazbegis SemogarenSi maT Soris studentebi, saqarTveloSi mcxovrebi ucxoelebi da saqarTvelos moqalaqeebi. kvlevis Sedegebi: gamokiTxulTa 80%-s ar smenia yazbegis maraTonis Sesaxeb; 95%-s arasdros miuRia monawileoba maraTonSi; gamokiTxulTa 90% miiRebda monawileobas. 4
5.
SWOT analizi
sportis arapopularuli saxeoba; unikaluroba; dabali cnobadoba; adgilmdebareoba. sazogadoebis arasaTanado informirebuloba; mediis warmomadgenlebTan aramWidro urTierToba; dabali biujeti. jansaRi cxovrebis damkvidreba; ucxoeli turistebis mozidva; amindi; maraTonis gamarTvis tradiciis mosalodneli konkurentebi; damkvidreba; infrastruqtura; konkurentunarianoba; Aarastabiluri politikuri garemo. cnobadobis amaRleba; wamyvani saTavgadasavlo 5 maraTonebis siaSi Sesvla.
6.
bazris segmentacia marketinguli
strategiis SemuSavebisas ganisazRvra yazbegis maraTonis segmentacia 5 ZiriTad samizne jgufis mixedviT, romelTa dayofis mTavar safuZvlad SerCeuli iqna maraTonSi monawileobis motivi. studentebi; sportsmenebi; jansaRi cxovrebis mimdevari adamianebi; saqarTveloSi mcxovrebi ucxoelebi; ucxoeli maraTonelebi. 6
7.
konkurentuli garemo pirdapiri konkurenti
ar hyavs. arapirdapir konkurentebSad ganvixilavT mezobel qveynebSi Catarebul maraTonebs da aseve evropis sxvadasxva qveynebSi agvistos, seqtemberis an oqtombris TveebSi dagegmil maraTonebs. 7
8.
strategiuli nawili misia: propaganda gavuwioT
saqarTveloSi janmrTeli cxovrebis wess da popularuli gavxadoT yazbegis maraToni, rogorc saqarTveloSi aseve mis farglebs gareT. brendis arqetipi gmiri — sportuli asparezoba misTvis bunebrivi garemoa. gmiri iqaa sadac sirTuleebia da rac simamaces da energiul qmedebebs iTxovs. mas surs samyaro ukeTesi gaxados. 8
9.
Targetingi
segmenti 1 segmenti №2 segmenti №3 segmenti №4 segmenti №5 jansaRi saqarTveloSi studentebi sporstmenebi cxovrebis mcxovrebi ucxoeli mimdevari ucxoelebi maraTonelebi adamianebi pasuxi informaciis informaciis informaciis informaciis motivaciaze waxaliseba miwodeba miwodeba miwodeba miwodeba miiRe bevri irbine da icxovre icxovre jansaRi irbine da mesiji saCuqari! moige! jansaRi cxovrebiT da imogzaure! cxovrebiT! Tan gaerTe! interneti, interneti, interneti, interneti, ZiriTadi arxi masmedia masmedia masmedia masmedia interneti piari piari piari piari piari instrumenti BTL BTL BTL BTL 9
10.
konkurentuli upiratesobebi yazbegis maraToni monawileebs
sirbili uwevT araordinalur adgilebSi, sadac bunebrivi da klimaturi pirobebis gamo sakmaod rTuli da Znelad dasaZlevi marSrutebia. yazbegSi maraTonis gamarTva Tavis mxriv unikaluria, radgan monawileebs asparezoba uwevT zRvis donidan 2000 metr simaRleze. 10
11.
pozicionireba yazbegis
maraTonis pozicionireba mizanmimarTulia suliT axalgazrda, aqtiuri adamianebisken. yazbegis maraToni aris maTTvis visi stili jansaRi cxovrebaa, uyvars Tavgadasvlebi da mZafri SegrZnebebi. 11
12.
brendis daxasiaTeba Brend wheel
sportuli, jansaRi, saTavgadasavlo sirbili velur bunebaSi, garToba da sijansaRe ufro janmrTeli da pozitiuri xar. qveynis turizmis potencialis gazrdas xels uwyobs. axalgazrda, aqtiuri, energiuli, pozitiuri, mxiaruli JansaRi cxovrebis kulturis damkvidreba 12
13.
marketinguli strategia miznebi: yazbegis
maraTonis Sesaxeb cnobadobis gazrda; axali monawileebis mozidva; ucxoeTSi informaciis miwodeba maraTonSi monawileobisaTvis. amocanebi yazbegis maraTonis cnobadobis 50 % - mde, maraTonis monawileTa ricxvi 30 %. 13
14.
kreatiuli strategia
kreatiuli strategiis mTavari sakomunikacio mesiji: “Tu Seni stili jansaRi cxovrebaa, giyvars Tavgadasvlebi da mZafri SegrZnebebi, irbine da aRmoaCine saqarTvelo yazbegis maraTonTan erTad”. kreatiuli strategiis farglebSi SemuSavebuli iqna logo, slogani da maskoti, romlebic yazbegis maraTonis sakomunikacio strategiis ganuyofeli nawilebia. yazbegis maraToneli zezva 14
15.
brendis atributebi
BRAND BOOK kreatiuli strategiis birTvi-slogani: «irbine saqarTvelos aRmosaCenad» «Run to discover Georgia» logo: cisferi da mwvane ferebis kombinacia niSanTvisebadia brendisTvis. es ferebi axali brendis gamouyofeli nawilia . 15
16.
BRAND BOOK -
ferebis palitra mwvane — siaxle, buneba, ekologiuri sisufTave. cisferi — Ria komunikacia. 16
17.
BRAND BOOK korporatiuli
dokumentacia 17
18.
BRAND BOOK
savizitori baraTi 18
19.
BRAND BOOK
19
20.
BRAND BOOK
20
21.
samoqmedo nawili daigegma
miwodebis efeqturi media–miqsi. risTvisac arCeuli iqna 360 gradusiani strategia anu CarTuli iqna sakomunikacio arxebis maqsimaluri raodenoba. tele/radio sxva da sxva tele da radio gadacemebSi stumris saxiT monawileoba. • winasamzadis gaSuqeba; beWduri media • informaciis miwodeba; mrgvali magidis mowyoba cnobili adamianebisa da eqspertebis monawileobiT. • informaciis axali ambebis saxiT ganTavseba, cnobili onlain media adamianebisa da eqpsertebis komentarebis ganTavseba wamyvan veb gverdebz; • blogebisa da forumebis aqtiuri gamoyeneba. BTL • media-turi rogorc qarTveli aseve ucxoeli JurnalistebisTvis;ж • sxva da sxva saxis promo aqciebi; • fleSmobi da sxva. 21
22.
samoqmedo nawili
telegadacemebis sainformacio saxis stumroba: statiebi gazeTebSi -Sua dRe; - dRis Sou; - dilis gadacema. jurnali «siTi» - reportaJi Sourumidan 22
23.
gare reklama TbilisSi, baTmuSi,
quTaissa da anakliaSi centralur quCebSi ganTavsdeba baneri. 23
24.
gare reklama
24
25.
BTL YbiTiel aqciebi morgebulia
samizne auditoriaze. 1. xuT wamyvan universitetebSi Catardeba prezentacia, darigdeba flaerebi. 2. daigegmeba mini garbeni promo aqciis saxis (estafetis gadacema). 3. infografika – saelCoebs. 4. kompania DHL-is 10000 gzavnili. 5. Flashmob 6. mediaturi 25
26.
Ambiciant media araordinaluri ambient
– aqciebi ipyroben xalxisa yuradRebas, rac masmediaSi gaSuqebis damatebiT garantias iZleva. 26
27.
WEBმარკეტინგის სტრატეგია arsebuli situaciis
analizi vebgverdis uaryofiTi mxareebi vebgverdis uaryofiTi mxareebi aramimzidvelia dizaini; erT enovani vebgverdi; iSviaTad ganaxlebadi siaxleebi; optimizacia saZiebo sistemebisTvis. Social Media Social Media yazbegis maraTonis Facebook-is momxmarebelTa ricxvi = 2739 momxmarebels; ar xdeba gverdis ganaxleba; Talking about us = 1. ar gaaCnia USER NAME; ar aris morgebuli qarTvel momxmarebelze. 27
28.
miznebi da strategia
miznebi: ormxrivi komunikacia gaizardos maraTonSi cnobadobis monawileobis msurvelTa gazrda ricxvi strategia veb gverdis modifikacia da optimizacia, socialuri mediis platformebis Seqmna da ganviTareba, momxmarebelTan mudmivi komunikaciisa da siaxleebis miwodebis gziT, vikipediaSi yazbegis maraTonis gverdis Seqmna. 28
29.
WEB2gverdi arsebuli saitis modifikacia:
optimizacia saZiebo sistemebisaTvis; onlain media arxebis Seqmna (Youtube, Myvideo, Twitter, Blog, Flickr);' media arxis boqsebi; onlain registracia.' ZiriTadi meniu: resgitracia; informacia; yazbegi; siaxleebi; galerea; kontaqti; damatebiTi meniu: saitis ruka; Search box; Geo/Eng/Ru. 29
30.
yazbegis maraToni socialur
qselebSi ZiriTad sakomunikacio arxi: FACEBOOK. yazbegis maraTonis pozicionireba socialur mediaSi: energiuli, pozitiuri, mxiaruli, FACEBOOK kreatiuli, janmrTeli. Facebook gverdisTvis Seiqmneba user name: «KazbegiMarathon», Seiqmneba efeqturi dizainis Cover baneri. damatebiT Seiqmneba sainformacio aplikacia, sakontaqto informacia integrirebuli Google Map-iT, video galerea, saaplikacio forma (maraTonze Facebook-dan registracia). 30
31.
yazbegis maraToni socialur
qselebSi FACEBOOK 31
32.
yazbegis maraToni socialur
qselebSi Facebook aqtivobebi aplikaciebi: TamaSi: morbenali, romelmac onlain FACEBOOK unda gairbinos yazbegis maraToni. gzad xvdeba sxva da sxva winaRobebi. TamaSi CaeSveba ivlisis dasawyisSi da yovel Tve gamovlindeba gamarjvebuli, romelTac gadaecemaT sxva da sxva saxis saCuqrebi. 32
33.
yazbegis maraToni socialur
qselebSi fotokonkursi fotokonkursi Temaze «me da yazbegi». Seiqmneba specialuri aplikacia, romlis meSveobiTac konkursSi monawileobis msurvelebi atvirTaven specialurad Seqmnil albomSi fotoebis. FACEBOOK Facebook reklama Facebook reklamis meSveobiT miviRebT miznobriv segmentze wvdomas, rac saboloo efeqtur Sedegebs mogvcems. 33
34.
ყაზბეგის მარათონი სოციალურ
ქსელებში BLOG yabegis maraTonis brendirebuli blogi aucilebelia, raTa damyardes ormxrivi komunukacia. TiToeuli posti optimizirebuli iqneba saZiebo sistemebisTvis. brendis popularizaciis mizniT Catardeba blogerebis konkursi. blogerebma unda daweron posti «me da FACEBOOK Cemi botasebi». gamovlindeba gaamrjvebuli sxva da sxva nominaciaSi: yvelaze sasacilo istoria, yvelaze romantiuli istoria, yvelaze originaluri istoria. gamarjvebulebi dasaCuqrdebian. 34
35.
ყაზბეგის მარათონი სოციალურ
ქსელებში yazbegis maraTonisTvis Seiqmneba sxva da sxva saxis brendirebuli arxebi, rac gaaumjobesebs SEO-s: Catarebuli maraTonis video masala, reklamebi, gadacemebi aitvirTeba youtube-s brendirebul arxze; yazbegis maraTonis fotomasala ganTavsdeba foto sait Flickr-ze; Facebook statusebi avtomaturad gamoqveyndeba Twitter-ze. 35
36.
CvenTan, yazbegSi, ar
morbixar??? 36
37.
გმადლობთ ყურადღებისთვის!
37