Summary
Samenvatting Overheidscommunicatie
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Samenvatting overheidscommunicatie ALLES Geen aanvulling meer nodig Alle schema's etc uit PPT staan erin Lector: Theunen Academiejaar 16-17
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By: soufianebait • 6 year ago
Incomplete -> price / quality ratio is bad
By: studente1997 • 6 year ago
Hey Soufiane! I got a 15/20 with learning just this summary, which seems to me sufficient! What did you think were missing in the summary? ... PS: 3 euros does not look like much for a summary of 40 pages, right?
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Theunen 2CMOverheidscommunicatie
Het Communicatieplan
HET COMMUNICATIEPLAN.........................................................................................................................1
1 CONTEXT........................................................................................................................................4
1.1 WAAR ZIJN WE MEE BEZIG?.................................................................................................................4
1.2 STRATEGISCHE COMMUNICATIE.............................................................................................................4
1.3 GEÏNTEGREERDE COMMUNICATIE..........................................................................................................4
1.4 CONVERSATION MANAGEMENT.............................................................................................................5
2 HET PLAN........................................................................................................................................5
2.1 STAP 1: ANALYSE...............................................................................................................................5
2.1.1 Omgevingsanalyse en marktanalyse.....................................................................................5
2.1.2 Analyse van de organisatie....................................................................................................6
2.1.3 Analyse van het merk............................................................................................................6
2.1.4 SWOT- en confrontatiematrix................................................................................................6
2.1.5 Praktisch................................................................................................................................7
2.1.6 Conclusies..............................................................................................................................8
2.1.7 Wat er ook gebeurt................................................................................................................8
2.2 STAP 2: STRATEGIE UITWERKEN............................................................................................................8
2.2.1 Doelgroepen..........................................................................................................................8
2.2.2 Doelstellingen........................................................................................................................8
2.2.2.1 SMART.............................................................................................................................................................8
2.2.2.2 DAGMAR-model en productlevenscyclus.........................................................................................................8
2.2.3 Positionering..........................................................................................................................9
2.2.4 Propositie.............................................................................................................................10
2.2.5 Creatief concept...................................................................................................................10
2.2.6 Marketingcommunicatiemix................................................................................................10
2.2.6.1 Above-the-line en below-the-linecommunicatie............................................................................................10
2.2.6.2 Corporate en productcommunicatie..............................................................................................................11
2.2.6.3 Onderdelen marketingcommunicatiemix.......................................................................................................11
2.2.7 Mediamix en mediaplanning...............................................................................................11
2.3 STAP 3: IMPLEMENTEREN EN UITVOEREN.............................................................................................13
2.4 STAP 4: METEN EN EVALUEREN..........................................................................................................13
2.4.1 Pretesten.............................................................................................................................13
2.4.2 Posttesten............................................................................................................................13
2.4.3 ROI.......................................................................................................................................13
3 EXTRA...........................................................................................................................................13
1 INLEIDING.....................................................................................................................................14
1.1 JUIST GEDRAG.................................................................................................................................14
1.2HET PROBLEEM EN DE OPLOSSING........................................................................................................14
1.2.1 Gewoontes veranderen........................................................................................................14
1.2.2 Spanningsveld tussen beleid en communiceren...................................................................14
1.2.3 Traditionele tools.................................................................................................................15
1.2.4 Voorbeelden........................................................................................................................15
1
,Theunen 2CM
2 HET 7E-MODEL..............................................................................................................................15
2.1 HET 7E-MODEL ALS BRIL...................................................................................................................16
2.2 ONDERDELEN VAN HET 7E-MODEL......................................................................................................16
2.2.1 Zeven hefbomen..................................................................................................................16
2.2.1.1 Motiveer........................................................................................................................................................ 16
Enthuse, Enthousiasmeer.....................................................................................................................................16
Encourage, Beloon................................................................................................................................................16
Engage, Betrek......................................................................................................................................................16
2.2.1.2 Ondersteun....................................................................................................................................................16
Enlighten, Informeer.............................................................................................................................................16
Exemplify, Voorbeeld geven..................................................................................................................................16
Enable, Faciliteer...................................................................................................................................................17
2.2.1.3 Laat beleven...................................................................................................................................................17
Experience, Ervaar................................................................................................................................................17
2.2.2 Stappen gedragsverandering...............................................................................................17
2.2.2.1 Onwetendheid...............................................................................................................................................17
2.2.2.2 Bewustzijn......................................................................................................................................................17
2.2.2.3 Bezorgdheid...................................................................................................................................................17
2.2.2.4 Inzicht............................................................................................................................................................ 17
2.2.2.5 Intentie.......................................................................................................................................................... 17
2.2.2.6 Tast gedrag.....................................................................................................................................................18
2.2.2.7 Vast gedrag....................................................................................................................................................18
2.2.3 Drempels.............................................................................................................................18
2.2.4 Sleutels................................................................................................................................18
2.3 DE 8E E: ENFORCE OF AFDWINGEN.....................................................................................................18
2.4 CASES...........................................................................................................................................19
1 WAT?............................................................................................................................................20
2 WIE?.............................................................................................................................................20
3 CASES............................................................................................................................................20
3.1 ZWIJNDRECHT.................................................................................................................................20
3.2 NOORD-ZUIDVERBINDING.................................................................................................................20
3.3 A2 MAASTRICHT.............................................................................................................................20
3.4 CONNECT TV..................................................................................................................................20
4 CONCLUSIES..................................................................................................................................21
1 HET VOLK T.O.V. DE OVERHEID......................................................................................................22
1.1 GEBRUIKERS...................................................................................................................................22
1.2 KLANT...........................................................................................................................................22
1.3BURGER..........................................................................................................................................22
2COMMUNICATIE............................................................................................................................22
2.1 MOEILIJKHEDEN..............................................................................................................................22
2.2LEER JE GEBRUIKER KENNEN................................................................................................................22
2.2.1 Zoek uit wat er speelt..........................................................................................................23
2.2.2 Gebruik de gegevens die je al hebt......................................................................................23
Voorspel drukke periodes..........................................................................................................................................23
2.2.3 Werk met gebruikersprofielen.............................................................................................23
Typegebruikers of segmenten....................................................................................................................................23
2
,Theunen 2CM
Personas.................................................................................................................................................................... 23
2.2.4 Vraag het aan je gebruikers.................................................................................................24
2.3 IN DIALOOG MET JE GEBRUIKERS.........................................................................................................25
2.3.1 De participatieladder...........................................................................................................25
2.3.2 Participatieniveaus..............................................................................................................26
2.3.3 Mensen inschakelen om jezelf te verbeteren.......................................................................27
2.4 VOORWAARDEN BIJ HET LUISTEREN NAAR MENSEN IN ARMOEDE...............................................................27
1 KOEPELBEGRIP..............................................................................................................................28
1.1 CITYMARKETING..............................................................................................................................28
1.2 REGIOMARKETING............................................................................................................................29
1.3 NATION EN COUNTRYBRANDING.........................................................................................................29
1.4 NATION BRANDING..........................................................................................................................30
1.5 DESTINATION BRANDING...................................................................................................................30
1.6 LOCATION BRANDING.......................................................................................................................31
2 GEBIEDSMARKETING ALS BELEIDSINSTRUMENT...........................................................................31
3 HASSELT........................................................................................................................................31
4 DOELGROEPEN CITYMARKETING..................................................................................................32
4.1BURGERS........................................................................................................................................32
4.2 BEDRIJVEN.....................................................................................................................................32
4.3 BEZOEKERS.....................................................................................................................................32
5 WAAROM INVESTEREN IN GEBIEDSMARKETING?.........................................................................33
5.1 ALGEMEEN.....................................................................................................................................33
5.2LANDEN EN REGIO’S..........................................................................................................................33
5.3 STEDEN EN GEMEENTEN....................................................................................................................33
6 STRATEGISCHE AANPAK................................................................................................................33
7 CASE IEDEREEN GENKT.................................................................................................................34
8 CITYMARKETING IN DE TOEKOMST...............................................................................................35
8.2 TREND: INSTAGRAM.........................................................................................................................35
8.2 TIEN INSTAGRAM-TIPS VOOR GEMEENTEN............................................................................................35
OVERHEIDSCOMMUNICATIE EN DE WET..........................................................................................36
WETTELIJK KADER..................................................................................................................................36
DECREET NORMEN.................................................................................................................................36
OVERHEIDSCOMMUNICATIE VANUIT COMMUNICATIETHEORIE EN –PRAKTIJK................................36
WAAROM COMMUNICEREN?...................................................................................................................36
Aandacht trekken.........................................................................................................................37
Informeren en kennis verhogen....................................................................................................37
Overtuigen en werven..................................................................................................................37
Ondersteunen...............................................................................................................................37
Onderhouden...............................................................................................................................37
Engageren, wisselwerken, verbinden...........................................................................................37
COMMUNICATIEKANALEN KIEZEN VOLGENS DE COMMUNICATIEDOELSTELLINGEN........................37
3
, Theunen 2CM
DOEL 1: AANDACHT TREKKEN..................................................................................................................38
DOEL 2: INFORMEREN............................................................................................................................38
DOEL 3: OVERTUIGEN............................................................................................................................38
DOEL 4: ONDERSTEUNEN........................................................................................................................38
DOEL 5: JE PUBLIEK BEHOUDEN EN ONDERHOUDEN.....................................................................................39
DOEL 6: ENGAGEREN, WISSELWERKEN EN VERBINDEN..................................................................................39
1 Context
1.1 Waar zijn we mee bezig?
- Marketingcommunicatie en niet-commerciële communicatie
- De relatie tussen marketing en communicatie
- Strategisch communiceren, geïntegreerde communicatie en conversation management
1.2 Strategische communicatie
Je moet strategisch communiceren: Elk facet dat ertoe doet, moet nauwgezet in kaart gebracht
worden.
Welke factoren en actoren beïnvloeden de relatie die het bedrijf heeft met de klant?
Er moeten correcte conclusies getrokken worden uit de verzamelde gegevens
Wat valt er op? Wat is er bijzonder? Wat is het probleem? Waar heeft het bedrijf nood aan?
Er moet een gedetailleerd plan uitgetekend worden over hoe je zal communiceren. Dit gebeurt
telkens volgens eenzelfde structuur. Argumenteer, het plan is namelijk een antwoord op de eerder
gemaakte conclusies.
Doelstellingen? Doelgroep? Middelen? Strategie? Budget? Waarom ga je kiezen voor een
bepaalde aanpak?
1.3 Geïntegreerde communicatie
Geïntegreerde communicatie is een belangrijke strategische beslissing. Een bedrijf kiest ervoor om op
verschillende media acties uit te voeren die elkaar aanvullen, niet bv op Facebook en Twitter
hetzelfde zetten.
4
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