This is a product oriented thesis that aims to create a social media marketing strategy for a Canadian event planning and design firm Art of Celebrations. The goal was to create an ac-tion plan in order to further differentiate the commissioning company from others alike in the highly competitive event and wedding planning industry in Toronto.
The theoretical framework of this thesis covers marketing, social media marketing, the brand image and the main social media channels for the commissioning party: Instagram, Pinterest and Facebook. The author decided on Quantitative Research Method in order to gain understanding of the niche group’s behaviour on social media. The research was conducted to Finnish brides’ and the answers validated with a questionnaire to Canadians about their social media behaviour. The findings from the two researches supported each other.
Social Media Marketing Strategy was made based on the theory and the research and the strategy is delivered in a handbook form. It has been customized to fit the needs of the com-missioning company.
The project began March 2016 and was finalized in November of the same year
