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Synopsis
This research is aimed to study and develop the Communications Strategy and Tactic to
impart Classic Thai Popular Music in the “Preserving the Thai Language through Music” Project.
This research project is the Action Research that the researcher has used the results to improve,
develop and determine the communications strategy to reach the youth target group more effectively
and efficiently. The methodology for the study is the In-Detph Interview and Focus Group with the
sample group including the youth participating the project.
From the study, we found that the determination of the plan and implementation of
communications strategy to reach the youth target participating the “Preserving the Thai Language
through Music” Project must require a clear direction of brand image, goal and brand positioning of
the implementator or project owner that the organization has the objective to preserve, promote and
impart classic Thai popular music to the youth precisely and concretely. Also, a human resources
plan to put the right man on the right job is required. Likewise, the customer insight to analyze the
youth target is important to get the indept knowledge in several aspects which is critical for the
planning process. In addition, planning to get sponsorship in advance is vital since all activities
would cost a lot. Hence, the budget shoud be carefully done prior to starting any activities. And, the
most important part is to do a communications plan by using appropriate and various strategy and
tactic to reach the target through mixed media with proper reach and frequency to generate awareness
among the youth target and create their interest to join the activities.
The heart of project is to plan the process of the activity of imparting Classic Thai
Popular Music in various and continuous forms to reach the target group. And, to implement the plan