Overview:
Itive created a strategic communications plan for the furniture cluster of Suupohja Region (Finland). In this region, situated in south-western Finland, were born and are currently based many of the major Finnish furniture brands. This project was created in partnership with the Suupohja Region Development Coordinator.

Objectives:

• Connect brands with their target audience.
• Develop social capital.

Actions:

• Analysis of environment and stakeholders.
• Define target audience -furniture & design.
• Pilot tests and further analysis to understand in which measure the use of social media can add value to the furniture business and how it could be used effectively by furniture cluster.
• Creation of a community site (sisustaminen.ning.com) where the target audience can meet, discuss, exchange ideas and opinions, give feedback and network with others who share the same interests in furniture and design. The same space is used by brands to listen, interact and have a more intimate dialogue with their target audience.
• Custom web design for the community site -based on Ning platform. Although Ning as platform presents some restriction due to its ‘closed’ nature, itive was able to create and design an ideal meeting point for brands and audience in perfect synergy with the strategic communications plan of the furniture cluster.

Results:
On going measurement. Results will be updated on this post.