Dit is een samenvatting van Digital Campaign copy en concept H1, H3 t/m H6 + Powerpoints + Reader. Alle stof die aan bod kwam in het studiejaar 2020/2021 is hier te vinden.
Copy & Concept: Hoofdstuk 5....................................................................................................................... 23
§1........................................................................................................................................................................23
1 merk............................................................................................................................................................24
2 productkennis.............................................................................................................................................24
3 communicatiegeschiedenis van het merk..................................................................................................24
4 huidig communicatiethema van het merk.................................................................................................24
5 communicatiestijl, -thema’s, do’s en don’ts binnen de branche of categorie...........................................24
6 ontwikkelingen en trends binnen de branche............................................................................................24
7 doelgroepen................................................................................................................................................24
8 doelstellingen..............................................................................................................................................24
9 propositie en boodschap............................................................................................................................25
PowerPoint.................................................................................................................................................. 34
Dica introductie..................................................................................................................................................34
Canvas analyses en kernwaarden SWOT – DESTEP............................................................................................35
DESTEP en SWOT................................................................................................................................................36
Strategie.............................................................................................................................................................36
Stakeholders en doelgroepen.............................................................................................................................37
Concept...............................................................................................................................................................38
Propositie............................................................................................................................................................38
Waarnemen en het campagne-concept.............................................................................................................38
Creative technieken............................................................................................................................................39
2
, Reader: communicatie canvas
Vroeger maakte ze een totaal communicatieplan voor meerdere jaren maar tegenwoordig
niet meer want het moet steeds flexibeler. Ze maken nog wel een communicatieaanpak voor
een specifieke vraag.
Elementen communicatie canvas:
Organisatie- en communicatie vragen
Vraag:
- Wat is de organisatievraag?
- Hoe kan de communicatie bijdragen aan het oplossen van de organisatievraag?
Interne analyse:
- Wat zijn de missie, de visie en de collectieve ambitie van de organisatie?
- Wat zijn de structuur en de cultuur van de organisatie?
Externe analyse:
- Met welke trends en ontwikkelingen heet de organisatie te maken?
- Wie zijn de concurrenten?
Stakeholders/doelgroepen:
- Welke invloed en betrokkenheid hebben de stakeholders?
- Welke segmentatie pas je toe bij de doelgroepen?
Positionering:
- Wat maakt de organisatie onderscheidend?
3
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