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Geintegreerde Communicatie
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Geïntegreerde CommunicatieBusiness Studies Jaar 2 Semester 2
Gamze Demirel
Ruqiya Yusuf
Rotterdam, maart 2021
1
, Geïntegreerde Communicatie
Business Studies Jaar 2 Semester 2
Gamze Demirel - 654168
Ruqiya Yusuf - 654589
Hogeschool InHolland, Rotterdam
Opleiding: Business Studies, Jaar 2, Semester 1
Schooljaar: 2020-2021
Klas: ROBSVT2D
Docent: Piet Pijpelink
Rotterdam, maart 2021
2
,Voorwoord
Wat voor u ligt, is het "geïntegreerde communicatierapport". Het onderzoek is uitgevoerd
door middel van deskresearch en veldonderzoek. Wij gaan het hebben over de
voetbalvereniging S.V. Vrone bij dit onderzoek. We willen de mensen bedanken die hebben
bijgedragen aan ons uitgebreide communicatierapport. Het doel van dit onderzoek is om
S.V. Vrone te associëren met meer leden. De directie van de vereniging S.V. Vrone zal advies
krijgen over manieren om meer leden voor de vereniging te krijgen.
Ten slotte wensen wij u veel plezier toe met het lezen van ons rapport.
Rotterdam, maart 2021
3
, Inhoud
Voorwoord.............................................................................................................................................3
Samenvatting..........................................................................................................................................5
Inleiding..................................................................................................................................................6
1 Hoofdstuk 1: Oriëntatie.......................................................................................................................8
1.1. De organisatie en het merk.........................................................................................................8
1.2. De trends en ontwikkelingen in de branche waarin de organisatie actief is...............................8
1.3. De gesprekpartners.....................................................................................................................8
2 Hoofstuk 2: Intakegesprek.................................................................................................................10
2.1 Briefing : vergaren van informatie..............................................................................................10
2.1.1 Vraag en probleem..............................................................................................................10
2.1.2 Het merk en gedragsreglement...........................................................................................10
2.1.3 Doelgroep............................................................................................................................10
2.1.4 Doel.....................................................................................................................................11
2.1.5 Voorwaarden.......................................................................................................................11
2.1.6 Concurrenten.......................................................................................................................12
2.2 Agenda........................................................................................................................................12
2.3 Informatie opvragen, met als resultaat voorlopige opdracht.....................................................12
2.4 Afspraken met de opdrachtgever...............................................................................................12
3 Hoofstuk 3: Communicatie-analyse...................................................................................................13
3.1 Probleemanalyse........................................................................................................................14
3.2 Communicatiestrategie...............................................................................................................15
3.2.1 Organisatie en communicatievraag.....................................................................................16
3.2.2 Interne analyse....................................................................................................................16
3.2.3 Externe analyse....................................................................................................................18
3.2.4 Stakeholders/doelgroepen..................................................................................................20
3.2.5 Positionering........................................................................................................................21
3.2.6 Propositie.............................................................................................................................21
3.2.7 Strategie..............................................................................................................................22
3.3 Concept.......................................................................................................................................23
3.4 Middelen....................................................................................................................................24
3.5 Content.......................................................................................................................................24
3.6 Tijd..............................................................................................................................................25
3.7 Budget........................................................................................................................................26
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