what is that? how do you set up a (crossmedial) campaign? how does it look like? crossmedial...
TRANSCRIPT
• What is that?
• How do you set up a (crossmedial) campaign?
• How does it look like?
Crossmedial communication
Relevant developments
• Changing media landscape
• Decreasing homogeneity target groups
• Increasing power and meaning of image and design
Characteristics crossmedial communication
• Thinking media independent from a strong communicative and creative concept
• Knowledge from target groups and communities
• A media mix which can be set in autonomous as well as complementary
• Temptation strategy through images and sense
‘Our’ definition
Crossmedial communication =• From a strong and well-thought out
concept• With the help of a media mix which is
composed of functionality and effectiveness
• That seduces the receiver to make the crossovers between different media
• Resulting in: more commitment, interaction and participation
content interaction involvement image
Research: analysis
content target group socio/cult identity
Strategy communication in policy / crossmedial
Concept creative / effective
Media strategy and plan
together with specialists
Realization together with specialists
Construction campaign plan
1. Analysis: of organisation, the question, the receiver
2. Strategy: how do we get from A to B?3. Concept: which logo fits?4. Media strategy and –plan: target media effort
+ most suitable media5. Project organisation: campaign team6. Budget
1. Analysis
1. Analysis: of the organisation, the question, the receiver
2. Short reflection on the assignment1. The youth2. The product ‘Social Airmiles’3. Our part
2. Strategy: making choices!
- In this case ‘motivate’ is our biggest challenge, next to reputation initiative
- This is possible with the campaign through:- The right recruitment strategy: suitable for the
youth. Important elements are: campaign slogan and sender ship- Attractive offers & rewards- Offer: accessibility & flexibility- Reward: what would the youth like to ‘earn’ with
voluntary work?
2. Strategy: make choices!
- Short campaign period: 18 months- Therefore choose favourable target groups:
quick start, best result- Chosen for: 12-18 year-olds
- Secondary school students & sport club members
- Intermediaries: press, neighbourhood coaches, organisations the Hague (sponsors)
4. Media strategy
- digital: youth 2.0- personal: schools, clubs- neigbourghood level: neighbourhood
coaches, but it has to be ‘visible’ - press: creating sufficient press moments
4. Media plan
B. Kick-off: - from involved ‘offer organisations’- invitees: offer organisations, reward
organisations, youth, press
4. Media plan
D. Free publicity: press reports, press articlesE. Triangle signs: at tram stopsF. PR: through town hall and involved
organisations
4. Media plan
G. Radio: Funx is a hot broadcasting station amongst the youth
4. Media plan
I. Neighbourhood coachesJ. PR actions, academy of music and art
academyK. Super respects & press momentsL. Evaluation
-kick-off
-website & on-line
-guerilla marketing
-events
-promotion material
-pr/free publicity
-campaign means
-(outside- and radio) commercials
Mar 2009 April May June July Aug Sep Oct Nov Dec Jan Feb March April May June July Aug. 2010
Concept development
Kick-off Final evaluation
5. Project organisationSteering committee- final responsibility The City of the Hague- associates: the youth, spokesmen of offer and reward organisations
Campaign-/account team-project manager The City of the Hague (plus possibly communication consultant OCW)- project manager Tappan Communication- account manager Het Stormt
Study group Tappan Communication & Het Stormt- project manager Tappan Communication- Various specialists
6. Budget
We had € 200.000,-- for 18 months:
Biggest items: Develop means and media-purchase (more than € 130.000)