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BMI-CON portfolio Efteling Contentmaker
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BMI-CON portfolio Efteling
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Noaveldmaat
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,Inhoud1 Inleiding................................................................................................................................................ 2
2 Persona................................................................................................................................................. 3
3 Golden Circle ........................................................................................................................................ 4
4 Customer journey ................................................................................................................................ 4
5 Doelstellingen en KPI’s ........................................................................................................................ 6
6 Customer experience ........................................................................................................................... 7
7 Kenmerken contentuitingen ............................................................................................................... 8
8 Instrumenten ..................................................................................................................................... 10
9 Formats .............................................................................................................................................. 11
10 Distributie ........................................................................................................................................ 12
11 Contentkalender .............................................................................................................................. 13
12 Contentuitingen ............................................................................................................................... 17
13 Bronnen ............................................................................................................................................ 24
1 Inleiding
De Efteling wil door middel van verschillende contentuitingen jongeren naar het attractiepark
trekken. Deze content wordt gebaseerd op de persona: Floor & Luuk. In dit portfolio en canvas wordt
hun customer journey beschreven. De customer journey bestaat uit zeven fasen. Voor elke fase is
een doelstelling en KPI opgesteld. Ook komt de customer experience aanbod. Daarnaast worden de
instrumenten gekozen voor de contentuitingen. Tot slot volgen de contentuitingen die passen bij de
persona. Hiervoor is een contentkalender samengesteld zodat er een goed overzicht is van alle
contentuitingen.
, 2 Persona
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