title: ÐÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ðµ ÑÐ¾Ð¿ÑÐ¾Ð²Ð¾Ð¶Ð´ÐµÐ½Ð¸Ðµ ÐºÑÐ»ÑÑÑÑÐ½ÑÑ Ð¿ÑÐ¾ÐµÐºÑÐ¾Ð² Ð² Ð¼Ð¾Ð»Ð¾Ð´ÐµÐ¶Ð½Ð¾Ð¹ ÑÑÐµÐ´Ðµ (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Â«Ð ÑÑÑÐºÐ¸Ðµ ÐÑÐ·ÑÐºÐ°Ð»ÑÐ½ÑÐµ Ð¡ÐµÐ·Ð¾Ð½ÑÂ»)
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: Communication support for cultural projects among young people (using the example of the Russian Musical Seasons company)
Creators: name: Ð¡ÐµÑÐ³ÐµÐµÐ²Ð°, ÐÐ»Ð¸Ð½Ð°
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¸Ð¸
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Ð¼ÑÐ·ÑÐºÐ°Ð»ÑÐ½ÑÐ¹ Ð¿ÑÐ¾ÐµÐºÑ
ÐºÐ»Ð°ÑÑÐ¸ÑÐµÑÐºÐ°Ñ Ð¼ÑÐ·ÑÐºÐ°
ÐºÑÐ»ÑÑÑÑÐ½Ð¾Ðµ Ð²Ð¾ÑÐ¿Ð¸ÑÐ°Ð½Ð¸Ðµ
ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ ÑÐµÐ½Ð½Ð¾ÑÑÐµÐ¹
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Ð¼Ð¾Ð»Ð¾Ð´ÐµÐ¶Ð½ÑÐµ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ñ
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ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½Ð½ÑÐ¹ Ð¾ÑÐºÐµÐºÑÑÑ
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³ Ð² ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÑ ÑÐµÑÑÑ
Ð¿ÑÐ¸Ð²Ð»ÐµÑÐµÐ½Ð¸Ðµ Ð¼Ð¾Ð»Ð¾Ð´ÐµÐ¶Ð¸
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Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ Ð¼ÑÐ·ÑÐºÐ¸
communication
communication support
communication process
promotion
cultural project
youth project
music project
classical music
cultural education
values formation
musical taste
youth events
music events
RMS
modern orchestra
social media marketing
youth involvement
cultural leisure
music promotion

description: Ð Ð²ÑÐ¿ÑÑÐºÐ½Ð¾Ð¹ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÐµ ÑÐ°ÑÑÐ¼Ð°ÑÑÐ¸Ð²Ð°ÐµÑÑÑ Ð¿ÑÐ¾Ð±Ð»ÐµÐ¼Ð° Ð¿ÑÐ¸Ð²Ð»ÐµÑÐµÐ½Ð¸Ñ Ð¼Ð¾Ð»Ð¾Ð´ÐµÐ¶Ð½Ð¾Ð¹ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ð¸ Ðº Ð¿Ð¾ÑÐµÑÐµÐ½Ð¸Ñ Ð¿ÑÐ¾ÐµÐºÑÐ° Â«Ð ÑÑÑÐºÐ¸Ðµ Ð¼ÑÐ·ÑÐºÐ°Ð»ÑÐ½ÑÐµ ÑÐµÐ·Ð¾Ð½ÑÂ», ÐºÐ¾ÑÐ¾ÑÑÐ¹ Ð·Ð°Ð½Ð¸Ð¼Ð°ÐµÑÑÑ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸ÐµÐ¹ ÐºÐ¾Ð½ÑÐµÑÑÐ¾Ð² ÐºÐ»Ð°ÑÑÐ¸ÑÐµÑÐºÐ¾Ð¹ Ð¼ÑÐ·ÑÐºÐ¸ Ð½Ð° Ð¸ÑÑÐ¾ÑÐ¸ÑÐµÑÐºÐ¸Ñ Ð¿Ð»Ð¾ÑÐ°Ð´ÐºÐ°Ñ Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³Ð° Ð¸ ÐÐ¾ÑÐºÐ²Ñ. Ð ÑÐ°Ð¼ÐºÐ°Ñ Ð¿ÑÐ¾ÐµÐºÑÐ° Ð¿ÑÐµÐ´Ð»Ð°Ð³Ð°ÑÑÑÑ ÑÐ°Ð·Ð½Ð¾Ð¾Ð±ÑÐ°Ð·Ð½ÑÐµ Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼Ñ, Ð° ÑÐ½Ð¸ÐºÐ°Ð»ÑÐ½ÑÐ¼ ÑÐ¾ÑÐ³Ð¾Ð²ÑÐ¼ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð¸ÐµÐ¼ ÑÐ²Ð»ÑÑÑÑÑ ÐºÐ¾Ð½ÑÐµÑÑÑ, Ð¾ÑÐ¾ÑÐ¼Ð»ÐµÐ½Ð½ÑÐµ ÑÐ²ÐµÑÐ°Ð¼Ð¸ Ð¸ ÑÐ²ÐµÑÐ°Ð¼Ð¸. ÐÐ»Ñ Ð°Ð½Ð°Ð»Ð¸Ð·Ð° Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð±ÑÐ» Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½ PEST-Ð°Ð½Ð°Ð»Ð¸Ð·, SWOT-Ð°Ð½Ð°Ð»Ð¸Ð· Ð¸ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ ÑÐµÐ»ÐµÐ²Ð¾Ð¹ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ð¸, ÑÐ¾ÑÐ¸Ð¾Ð»Ð¾Ð³Ð¸ÑÐµÑÐºÐ¸Ð¹ Ð¾Ð¿ÑÐ¾Ñ. ÐÐ° Ð¾ÑÐ½Ð¾Ð²Ðµ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð°Ð½Ð°Ð»Ð¸Ð·Ð° Ð±ÑÐ»Ð° ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð° ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ñ, Ð¾ÑÐ¸ÐµÐ½ÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð½Ð°Ñ Ð½Ð° Ð¼Ð¾Ð»Ð¾Ð´ÑÑ Ð´ÐµÐ²ÑÑÐµÐº Ð² Ð²Ð¾Ð·ÑÐ°ÑÑÐµ 16-25 Ð»ÐµÑ. ÐÑÐ½Ð¾Ð²Ð½ÑÐ¼ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð¼ Ð²ÑÐ±ÑÐ°Ð½Ñ ÐºÐ¾ÑÐ¾ÑÐºÐ¸Ðµ Ð²Ð¸Ð´ÐµÐ¾, ÑÐ°Ðº ÐºÐ°Ðº ÑÑÐ¾ Ð½Ð°Ð¸Ð±Ð¾Ð»ÐµÐµ Ð°ÐºÑÑÐ°Ð»ÑÐ½ÑÐ¹ ÑÐ¾ÑÐ¼Ð°Ñ Ð´Ð»Ñ Ð²Ð·Ð°Ð¸Ð¼Ð¾Ð´ÐµÐ¹ÑÑÐ²Ð¸Ñ Ñ Ð¼Ð¾Ð»Ð¾Ð´ÐµÐ¶Ð½Ð¾Ð¹ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸ÐµÐ¹. Ð¢Ð°ÐºÐ¶Ðµ Ð±ÑÐ» ÑÐ¾ÑÑÐ°Ð²Ð»ÐµÐ½ ÐºÐ¾Ð½ÑÐµÐ½Ñ-Ð¿Ð»Ð°Ð½ Ð´Ð»Ñ VK ÐÐ»Ð¸Ð¿Ð¾Ð² Ð½Ð° Ð¼ÐµÑÑÑ, Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÑÑÑÐ¸Ð¹ ÑÐµÐ¼Ð°ÑÐ¸ÐºÑ Ð¸ ÑÐµÐ»Ð¸ ÐºÐ»Ð¸Ð¿Ð¾Ð². Ð ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð¿ÑÐµÐ´ÑÑÐ¼Ð¾ÑÑÐµÐ½Ñ ÐºÐ¾Ð»Ð»Ð°Ð±Ð¾ÑÐ°ÑÐ¸Ð¸ Ñ Ð¸Ð½ÑÐ»ÑÐµÐ½ÑÐµÑÐ°Ð¼Ð¸, Ð¿Ð¾ÑÐºÐ¾Ð»ÑÐºÑ Ð±Ð»Ð¾Ð³ÐµÑÑ Ð¿Ð¾Ð»ÑÐ·ÑÑÑÑÑ Ð²ÑÑÐ¾ÐºÐ¸Ð¼ ÑÑÐ¾Ð²Ð½ÐµÐ¼ Ð´Ð¾Ð²ÐµÑÐ¸Ñ Ñ Ð¼Ð¾Ð»Ð¾Ð´ÐµÐ¶Ð¸. ÐÑÐ¾Ð¼Ðµ ÑÐ¾Ð³Ð¾, Ð¿Ð»Ð°Ð½Ð¸ÑÑÐµÑÑÑ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ðµ Ð¿Ð»Ð°ÑÑÐ¾ÑÐ¼Ñ Pinterest Ð´Ð»Ñ Ð²Ð¸Ð·ÑÐ°Ð»ÑÐ½ÑÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹ Ñ Ð¼Ð¾Ð»Ð¾Ð´Ð¾Ð¹ Ð¶ÐµÐ½ÑÐºÐ¾Ð¹ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸ÐµÐ¹.
description: The graduate qualification work considers the problem of attracting the youth audience to visit the project âRussian Musical Seasonsâ, which organizes classical music concerts at historical venues in St. Petersburg and Moscow. The project offers a variety of programs, and a unique selling proposition is concerts decorated with candles and flowers. To analyze the companys activities, a PEST-analysis, SWOT-analysis and target audience research, and a sociological survey were conducted. Based on the analysis, a communication campaign was developed, targeting young girls aged 16-25 years old. Short videos were chosen as the main tool, as it is the most relevant format for interaction with the youth audience. A content plan for VK Clips for a month was also drawn up, defining the themes and goals of the clips. The campaign includes collaborations with Influencers, as bloggers enjoy a high level of trust among young people. In addition, it is planned to develop the Pinterest platform for visual communications with a young female audience.