introduction day communication strategy
DESCRIPTION
Communication Strategy of Science Centre Delft presented during an introduction day for new Science Communication students given in August 2010.TRANSCRIPT
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13-04-23
Challenge the future
DelftUniversity ofTechnology
Science Centre Delft
Science Centre DelftCommunication strategy
Roelof van den Berg, Science Education and Communication
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2Science Centre Delft – case description
Content
1. Theoretical framework
2. Target group segmentation
3. Communication strategy
4. Evaluation
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3Science Centre Delft – case description
1.Theoretical framework
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4Science Centre Delft – case description
Attitude change
• Elaboration Likelihood Model• Petty and Cacioppo, 1986
How is an attitude formed?
Positive or negativethoughts predominate
Motivated to process?
Ability to process?
Peripheral cue present?
Nature of cognitive processing:
yes yes
yes (positive)
yes
no no Neutral thoughtspredominate
Persuasive communication
Cognitive structure change?
yes (negative)
nee no
Peripheral attitude shift
Positive attitude change
Retain or regain initial attitude
Negative attitude change
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5Science Centre Delft – case description
Planned behaviour
• Theory of planned behaviour• Ajzen, 1991
Why do people do things?
Attitude
Subjective norm
Perceived behavioural
control
Intention Behaviour
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6Science Centre Delft – case description
Innovation-Decisions
• Diffusion of Innovations• Rogers, 2003
adoption
rejection
continued adoption
continued rejection
later adoption
discontinuance
knowledge persuasion decision implementation confirmation
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7Science Centre Delft – case description
Resulting framework
• Connecting theories
• Strong basis
adoptionlater adoption
continued adoption
discontinuance
rejection
Attitude
positive
Subjective norm
perceived behavioural
control
intention Behaviour
ability to process?
peripheral cue present?
motivated to process?
cognitive attitude change
no
yes
no
no
yes
yes
yes (positive)
yes (negative)
no
Peripheral attitude shift
Positive attitude change
Retain or regain initial attitude
Negative attitude change
ELM TPBRogers
ability to process?
motivated to process?
cognitive attitude change
yes
Peripheral attitude shift
negative
yes (positive)yes (negative)
Positieveattitude-verandering
Negatieve attitude-verandering
knowledge persuasion decisionImple-menta-
tionconfirmation
continued rejection
yes
no
no
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8Science Centre Delft – case description
2.Target group segmentation
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9Science Centre Delft – case description
Young Mentality ModelMotivaction, 2005
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10Science Centre Delft – case description
Self Determination TheoryRyan and Deci, 2000
• Innovation-segment• Wayward Idealists and Enthusiastic Scouts: driven by
innovations• Looking for actuality in SCD
• Status-segment• Extrovert Status Seekers: strongly materialistic, driven by status• Looking for inspiration in SCD
• Society segment• Recognition Seekers and Social Adapters: driven by human side• Looking for interaction in SCD
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11Science Centre Delft – case description
MessagesWhat to whom?
• Innovation-segment• 'how does it work?'• Innovators, give the opportunity to voice their opinion
• Status-segment• 'what can I do with the content of SCD?'• Status seekers, show them what careers science offers
• Society segment• 'what do my friends think of this?'• Interaction seekers, want to be able to give their opinion, and
(more important) see other's opinions
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12Science Centre Delft – case description
3.Communication strategy
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13Science Centre Delft – case description
Media per phaseEssentials
• Knowledge• Google Ads, Schoolboards, Youtube
• Persuasion• depth in website, Hyves, Habbo
• Implementation• Focus groups, press-conferences
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14Science Centre Delft – case description
Media per phaseBroadening
• Knowledge• local newspapers, computer games
• Persuasion• Offer content to educational websites
• Implementation• Meet and greet (themed meetings)
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15Science Centre Delft – case description
Media per phaseDeepening
• Integration• Of different (social) media: Hyves, Habbo, YouTube, Games• On own website
• Visualize social interaction
• Interact
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16Science Centre Delft – case description
Planning
Habbo
YouTube
Own website
Focus-groups
Press-conferences
Themed-meetings
Schoolboards
Google Ads
Local papers
Games
Scholierenlab
Integration social media
Educative content
Knowledge
Persuasion
Implemen-tation
Confirmation
Hyves
preparation
preparation
preparation
spring 2010 summer 2010 fall 2010 winter 2010 spring 2011
Focus-groups
preparation
Regular visits
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17Science Centre Delft – case description
4.Evaluation
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18Science Centre Delft – case description
FormativeBefore implementing the plan
• Focus-groups
• Polls via social media
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19Science Centre Delft – case description
SummativeDid the plan work?
• In general• Questionnaire on which media work to achieve the goals
• Positive attitude towards Science Centre Delft• Follow the word via social media• Invite negative critics, let them help to improve
• Visiting Science Centre Delft• Counting visitors numbers
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13-04-23
Challenge the future
DelftUniversity ofTechnology
Science Centre Delft
Science Centre DelftCommunication strategy
Roelof van den Berg, Science Education and Communication