| Summary: | Since marketing could be relevant for any organization, even those whose primary goal is non-economic and especially those who undertake a customer-oriented approach, this master’s thesis will focus on one of its elements: Promotions or marketing communications. The research problem has been formulated as follows: The purpose of this study is to make an assessment of the marketing communications process of a non-profit organization. The frame of reference, based on a literature review of performed research within the area, will guide this research. The marketing communications process defined involves a message sender and a message receiver. It involves the three major concerns of WHOM to reach, WHAT to say and HOW it should be done. Further, it includes the planning and development of communications. Above all: It includes the connection to the overall strategic direction of the entire organization. To explore and to describe the marketing communications process of a non- profit organization from a managerial perspective, a case study has been conducted at a large Swedish governmental agency – the Swedish National Road Administration (SNRA). Managers of information and communication, working centrally as well as regionally, have been interviewed. To explore the process from the receiver’s perspective, a pilot study has been conducted. A focus group with eleven young people was conducted in the city of Luleå. Their perception of the SNRA was explored, as well as how it communicates with young people. In order to answer the second research question, how the process of other non-profit organizations is different, the Swedish Customs was interviewed. In addition, the planning and development procedure of the Climate campaign was assessed. The government and the Swedish Environmental protection Agency commission it. The findings of this study indicates that the sender of marketing communications, in this case the SNRA, has internal problems as well as problems related to the receiver or target audience. Internally, ...
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