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Scriptie digitale marketing
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Adviesrapport over hoe online marketingcommunicatie kan bijdragen aan het werven van havisten
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Communicatieadvies Yrsa Heijdra [4553977]1
,Communicatieadvies Yrsa Heijdra [4553977]
Meer havisten naar NHL Stenden!
Adviesrapport over hoe online marketingcommunicatie kan bijdragen
aan het werven van havisten
Auteur: Yrsa Heijdra
Studentnummer: 4553977
Afstudeerdocent: Klaas Jan Huizing
Opdrachtgever: NHL Stenden Hogeschool
Stagebegeleider: Saya van den Boezem
Jolanda Jansen
Datum: 9 mei 2022
Communicatie BA
NHL Stenden Hogeschool
Leeuwarden
2
,Communicatieadvies Yrsa Heijdra [4553977]
Inhoudsopgave
1. Inleiding 5
2. NHL Stenden Hogeschool 6
2.1 Organisatiecontext 6
2.1.1 Interne organisatieanalyse 6
2.1.2 Verdienmodel 8
2.1.3 Positionering 8
2.2 Marketingcommunicatie 8
2.3 Online content 9
3. Concurrenten 11
3.1 Hanzehogeschool 11
3.1.1 Organisatie 11
3.1.2 Kernwaarden 11
3.1.3 Positionering 11
3.1.4 Online content 12
3.2 Windesheim 12
3.2.1 Organisatie 12
3.2.2 Kernwaarden 12
3.2.3 Positionering 13
3.2.4 Online content 13
3.3 Conclusie 13
4. Havisten 15
4.1 Doelgroep 15
4.2 Online gedrag 16
4.3 Data analyse 16
4.3.1 Customer journey van Altuïtion 16
4.3.2 NSKO 18
5. Trends en ontwikkelingen 19
5.1 Verdere ontwikkeling van sociale media en netwerken 19
5.2 Big data en toenemend belang van data-veiligheid 19
5.3 Video advertising 19
6. Praktijkonderzoek 20
6.1 Methodologie 20
6.2 Interview resultaten 20
6.3 Conclusie 21
7. Conclusie 23
7.1 Oriëntatieproces 23
7.2 Omgevingsfactoren 23
7.3 Communicatiekanalen 23
8. Strategie 24
8.1 Communicatiedoelstellingen 24
8.2 Communicatiedoelgroep 24
8.3 Basisstrategie 24
8.4 Strategische keuzes 25
8.4.1 SEO 25
8.4.2 Website 25
8.4.3 Ouders 25
8.4.4 Social campagne 25
8.5 Middelenmix 26
8.5.1 Website 26
8.5.2 Social advertentie 27
Bronnenlijst 28
3
, Communicatieadvies Yrsa Heijdra [4553977]
Bijlagen
Bijlage 1: Literatuuronderzoek naar digitale marketing 31
Bijlage 2: Voorbeelden communicatie uitingen 40
Bijlage 3: Positioneringsmaterix 42
Bijlage 4: Content analyses 43
Bijlage 5: Volledige data analyse 46
Bijlage 6: Onderzoeksopzet 51
Bijlage 7: Transcripten interviews 57
Bijlage 8: Coderen interviews 88
Bijlage 9: Presentatie advies 100
4
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