Projeto experimental de Relações Públicas: cine Joia

Abstract

The present project introduces studies and research related to Cine Joia, a show house based in São Paulo. We aim to develop a marketing and communication plan to be presented to Fundação Escola de Comércio Álvares Penteado as requirement for the conclusion of BA in Public Relations. The project relies on researches with the customer on their institutional communications and previous strategies and general data collection about the organization, considering the main information about the show house in order to support the development of the project. In addition, it contains market analysis of environments and scenarios of the segment in which the client is in. Also, the investigation consists of two surveys, one in depth with producers of concerts and events and the other of descriptive opinion conducted with the audience attending venues and more specifically, Cine Joia. Finally, we got the results obtained to compose the sessions of diagnosis and prognosis, thus defining action planning.