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A comunicação estratégica, a promoção de marca desportiva e o cultivo de adeptos: Estudo de caso do CD Santa Clara
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Orientador(es)
Resumo(s)
A comunicação estratégica têm adquirido um papel cada vez mais relevante na gestão organizacional, na medida em que é crucial para o cumprimento dos objetivos e da missão das organizações. Especificamente, as organizações desportivas investem nessa área com o intuito de aumentar a reputação das marcas desportivas e de criar comunidades de marca baseada na lealdade e afinidade dos adeptos. Contudo, as organizações desportivas possuem recursos económicos, humanos e logísticos diferentes, e os clubes com menor dimensão, nomeadamente os regionais, necessitam de uma gestão da comunicação mais eficiente. Com a pergunta de partida: “Como é que a comunicação estratégica é usada na promoção da marca desportiva e no cultivo de adeptos pelo CD Santa Clara?” esta investigação visa caracterizar a estratégia de comunicação do clube, identificar as técnicas de comunicação utilizadas e explorar os temas das campanhas de comunicação, utilizando o CD Santa Clara como estudo de caso para compreender como é feita a promoção de marca e o cultivo de adeptos numa organização desportiva caracterizada pelo regionalismo. Adicionalmente, pretende-se aferir as perceções dos adeptos do CD Santa Clara sobre a comunicação do clube. Recorreu-se ao método misto sequencial exploratório, realizando-se duas entrevistas semiestruturadas com o diretor de comunicação, e com o diretor de marketing do CD Santa Clara. Complementarmente, realizou-se uma análise de conteúdo aos meios de comunicação do CD Santa Clara e aos órgãos de comunicação sociais mais relevantes para o estudo. Para aferir as perceções dos adeptos do clube, foi realizado um inquérito por questionário, que obteve 160 respostas. Concluiu-se que
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a comunicação do CD Santa Clara procura promover a sua marca desportiva através da valorização dos seus ativos, do incentivo à bilheteira e merchandising, e da elevação da notoriedade da marca no estrangeiro. Em relação ao cultivo de adeptos, o clube procura aumentar a proximidade entre clube e os seus adeptos, através da defesa da cultura local e do regionalismo, e incentivar os jovens açorianos a apoiarem o CD Santa Clara. Do mesmo modo, os adeptos do clube preferem conteúdo focado nos atletas e equipa técnica e na promoção da bilheteira, valorizando também a projeção da identidade açoriana.
Strategic communication has acquired an increasingly relevant role in organizational management, as it is crucial for the accomplishment and fulfillment of the organization’s mission and goals. Specifically, sports organizations invest in this area in order to increase the reputation of sports brands and to create brand communities based on fans' loyalty and passion. However, sports organizations have different economic, human and logistical resources, and smaller clubs, particularly regional ones, need more efficient communication management. With the starting question: "How is strategic communication used in the promotion of sports brand and fan cultivation by CD Santa Clara?" this research aims to characterize the club's communication strategy, identify the communication techniques used and explore the themes of the communication campaigns, using CD Santa Clara as a case study to understand how a sports organization characterized by regionalism promotes brand growth and the cultivation of supporters. Additionally, it is intended to gauge the perceptions of CD Santa Clara's supporters about the club's communication. Using the mixed sequential exploratory method, two semi-structured interviews were conducted with the director of communication and with the director of marketing of CD Santa Clara. Complementarily, a content analysis was carried out with CD Santa Clara's media and the most relevant social communication media for the study. To assess the perceptions of the club's supporters, a questionnaire survey was carried out, which received 160 responses. It was concluded that CD Santa Clara's communication seeks to promote its sports brand through the valorization of its assets, the encouragement of ticket sales and merchandising, and the spread of brand awareness abroad. In relation to fan cultivation, the club seeks to increase 3 the proximity between the club and its supporters, through the defense of local culture and regionalism, and to encourage young Azoreans to support CD Santa Clara. Likewise, the club's supporters prefer content focused on the athletes and coaching staff and on the promotion of ticket sales, also valuing the projection of the Azorean identity.
Strategic communication has acquired an increasingly relevant role in organizational management, as it is crucial for the accomplishment and fulfillment of the organization’s mission and goals. Specifically, sports organizations invest in this area in order to increase the reputation of sports brands and to create brand communities based on fans' loyalty and passion. However, sports organizations have different economic, human and logistical resources, and smaller clubs, particularly regional ones, need more efficient communication management. With the starting question: "How is strategic communication used in the promotion of sports brand and fan cultivation by CD Santa Clara?" this research aims to characterize the club's communication strategy, identify the communication techniques used and explore the themes of the communication campaigns, using CD Santa Clara as a case study to understand how a sports organization characterized by regionalism promotes brand growth and the cultivation of supporters. Additionally, it is intended to gauge the perceptions of CD Santa Clara's supporters about the club's communication. Using the mixed sequential exploratory method, two semi-structured interviews were conducted with the director of communication and with the director of marketing of CD Santa Clara. Complementarily, a content analysis was carried out with CD Santa Clara's media and the most relevant social communication media for the study. To assess the perceptions of the club's supporters, a questionnaire survey was carried out, which received 160 responses. It was concluded that CD Santa Clara's communication seeks to promote its sports brand through the valorization of its assets, the encouragement of ticket sales and merchandising, and the spread of brand awareness abroad. In relation to fan cultivation, the club seeks to increase 3 the proximity between the club and its supporters, through the defense of local culture and regionalism, and to encourage young Azoreans to support CD Santa Clara. Likewise, the club's supporters prefer content focused on the athletes and coaching staff and on the promotion of ticket sales, also valuing the projection of the Azorean identity.
Descrição
Dissertação para obtenção de grau de Mestre em Ciências da Comunicação, ramo de Comunicação Estratégicas
Palavras-chave
comunicação estratégica; relações públicas; organizações desportivas; marca desportiva; cultivo de adeptos; comunidades de marca strategic communication; public relations; sports organizations; sports brands; fan cultivation; brand communities.