title: ÐÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐ¸ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸ Ð² ÑÑÐµÑÐµ Ð´Ð¾ÑÑÐ³Ð°
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Features of the Communication Strategy of a Leisure Organization
Creators: name: ÐÐ°Ð²ÑÐ´Ð¾Ð²Ð°, ÐÐ»ÐµÐºÑÐ°Ð½Ð´ÑÐ°
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2025
Subjects: ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ
sostac
Ð¿Ð°ÑÐºÐ¸ ÐºÑÐ»ÑÑÑÑÑ
ÐµÐ»Ð°Ð³Ð¸Ð½ÑÐºÐ¸Ð¹ Ð¾ÑÑÑÐ¾Ð²
ÑÐµÐ»ÐµÐ²Ð°Ñ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ñ
ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÐµ ÑÐµÑÐ¸
Ð¼Ð¾Ð»Ð¾Ð´ÐµÐ¶Ð½Ð°Ñ Ð¿Ð¾Ð»Ð¸ÑÐ¸ÐºÐ°
communication strategy
cultural parks
elagin island
target audience
social media
youth policy

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description: This bachelorâs thesis is dedicated to the study of the formation and implementation of communication strategies for organizations in the leisure sector. The object of the study is the Central Park of Culture and Leisure named after S. M. Kirov, located on Yelagin Island in St. Petersburg â one of the oldest and most culturally significant public spaces in the city. The relevance of the topic is due to the growing need for cultural institutions to adapt to changes in media consumption and to engage more actively with youth audiences. The theoretical part of the thesis defines the concept, structure, and types of communication strategies, explores the tools and channels of promotion, and examines domestic and international experience in the field of cultural communications. Special attention is given to the SOSTAC model, which is applied as the strategic framework. The practical section includes a SWOT and PEST analysis, an audience profile for the project âYelagin Eveningsâ, an analysis of digital activity (VK and Telegram), the specifics of offline formats, and audience perception. The study also includes an overview of community participants, competitive landscape, and communication channels. Based on the conducted analysis, a set of recommendations was developed to improve the communication strategy of the project. As part of the SOSTAC model, specific goals and objectives were defined, target segments identified, and digital tools, user-generated content (UGC) mechanisms, offline initiatives, and partnership formats proposed. The developed strategy is adapted to the actual resources of the institution: limited budget, small team, and the constraints of a publicly funded cultural organization. The proposed solutions aim to increase youth engagement, strengthen the projects brand image, and build a digital community around âYelagin Eveningsâ. This thesis has a high practical value and can be applied in strategic planning for cultural marketing and communication.