,Voorwoord
Met veel aandacht hebben wij dit onderzoeksrapport voor u opgesteld. Dit rapport is deel van onze
studie, gelinkt aan het vak OE44 Geïntrigeerde communicatie. Het doel van dit rapport is het
adviseren van onze opdrachtgever TC Uitgeest. Het rapport is geschreven vanuit een communicatief
oogpunt. Om de kwaliteit van het onderzoek te waarborgen is deskresearch uitgevoerd en
fieldresearch uitgevoerd in de vorm van een enquête.
Graag willen wij ons begeleidend docent bedanken Clementine Witkamp. Zonder de ondersteunde
lessen en haar kennis van de stof, was het niet gelukt om een volledig rapport neer te zetten. Verder
willen wij Peter Kransberg bedanken voor het delen van informatie en zijn feedback op acties en de
enquête.
Veel leesplezier!
2
,Inhoudsopgave
1. Inleiding.............................................................................................................................................5
2. Oriëntatie...........................................................................................................................................6
2.1 Tennisvereniging Uitgeest............................................................................................................6
2.1.1 overzicht doel TCU................................................................................................................7
2.1.2 Overzicht leden.....................................................................................................................7
2.2 Trends & Ontwikkelingen.............................................................................................................8
2.2.1 Algemene trends en ontwikkelingen....................................................................................8
2.2.2 Trends in het Nederlands tennis...........................................................................................9
2.3 Contactpersonen.......................................................................................................................10
2.3.1 Sponsors.............................................................................................................................11
3. Briefing............................................................................................................................................12
3.1 De agenda..................................................................................................................................13
3.2 afspraken met TCU....................................................................................................................13
4. Communicatieanalyse......................................................................................................................13
4.1 Organisatie en communicatievraag...........................................................................................14
4.1.2 Communicatiebijdrage........................................................................................................15
4.2 Interne analyse..........................................................................................................................15
4.2.1 Missie, visie en gezamenlijk belang van de organisatie......................................................15
4.2.2 Structuur en cultuur van TCU..............................................................................................15
4.3 Stakeholders/doelgroep............................................................................................................15
4.3.1 De stakeholders..................................................................................................................15
4.3.2 De doelgroep......................................................................................................................16
4.4 De externe analyse....................................................................................................................16
4.4.1.............................................................................................................................................16
4.4.2.............................................................................................................................................17
4.5 Strategie.....................................................................................................................................17
4.5.1 Huidige strategie.................................................................................................................17
4.5.2 Wat, wanneer, hoe en met wie?.........................................................................................18
4.6 Positionering en propositie........................................................................................................18
4.6.1 Onderscheidend..................................................................................................................18
4.6.2 De belofte...........................................................................................................................18
4.6.2.1 Het lange meer toernooi..................................................................................................18
4.7 Concept......................................................................................................................................19
4.7.1 Idee.....................................................................................................................................19
3
, 4.8 Middelen....................................................................................................................................19
4.8.1 Communicatiemiddelen......................................................................................................19
4.8.2 De effectiviteit.....................................................................................................................19
4.9 Content......................................................................................................................................20
4.9.1 Statement...........................................................................................................................20
4.9.2.............................................................................................................................................20
4.10 Budget en tijd...........................................................................................................................20
4.10.1 Hoe, hoe vaak?..................................................................................................................20
4.10.2 Het budget........................................................................................................................20
4.11 Het probleem...........................................................................................................................21
5 Plan van aanpak................................................................................................................................21
5.1 Uiteindelijke opdrachtformulering.............................................................................................23
5.2 Communicatiedoelstelling.........................................................................................................23
5.3 Onderzoeksplan.........................................................................................................................23
5.3.1 Onderzoeksmethode..........................................................................................................23
5.3.2 Inschatting tijdsinname.......................................................................................................23
5.4 Fasering......................................................................................................................................24
5.5 Budget........................................................................................................................................24
6. Onderzoeksresultaten......................................................................................................................24
6.1 Sociale media gebruik door de jeugd.........................................................................................24
6.2 Benadering van uit TCU.............................................................................................................25
6.3 Verloop communicatie...............................................................................................................26
6.4 Tevredenheid jeugdleden..........................................................................................................26
6.5 conclusie onderzoeksresultaten................................................................................................27
6.6 Samenvatting ............................................................................................................................27
7. Communicatieadvies........................................................................................................................28
7.1 Social media...............................................................................................................................28
7.2 Focus op communicatievorm.....................................................................................................29
7.3 Communicatie vrijwilliger..........................................................................................................29
7.4 Communicatie uitingen .............................................................................................................29
Bibliografie...........................................................................................................................................31
Bijlage .................................................................................................................................................32
Bijlage A feedback opdrachtgever ..................................................................................................32
4
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