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All-Areas /Merkpromotie OE3 (cijfer 8)
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heyyy hier mijn document voor merkpromotie! Als cijfer heb ik een 8 gehaald, eigenlijk kan er best veel van dit document overgenomen worden
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1,Inhoudsopgave
Inleiding ........................................................................................................................................................... 5
Hoofdstuk 1: Creatieve briefing ........................................................................................................................ 6
1: Achtergrond .................................................................................................................................................... 6
2: Communicatiedoelstelling .............................................................................................................................. 6
3: Doelgroep ....................................................................................................................................................... 7
4: Belofte ............................................................................................................................................................ 7
5: Ondersteuning van belofte ............................................................................................................................. 7
6: kernboodschap ............................................................................................................................................... 8
7: timing en parameters ..................................................................................................................................... 8
8: communicatieconcept .................................................................................................................................... 8
Hoofdstuk 2: Divergeren en convergeren ....................................................................................................... 10
Inleiding ............................................................................................................................................................ 10
Divergeren ........................................................................................................................................................ 10
Convergeren ..................................................................................................................................................... 12
Campagne concept 1: Het oranje pad waar iedereen samen komt ............................................................ 13
Campagne concept 2: het pad visueel weergegeven .................................................................................. 13
Hoofdstuk 3: conceptborden .......................................................................................................................... 14
Inleiding: ........................................................................................................................................................... 14
Conceptbord 1: ................................................................................................................................................. 14
Lettertype: ................................................................................................................................................... 14
Oranje kleuren ............................................................................................................................................. 14
Laagdr .......................................................................................................................................................... 14
Conceptbord 2: ................................................................................................................................................. 15
Lettertype: ................................................................................................................................................... 15
Oranje kleuren: ............................................................................................................................................ 15
De afbeeldingen ........................................................................................................................................... 15
Hoofdstuk 4: testen bij de doelgroep.............................................................................................................. 16
Inleiding: ........................................................................................................................................................... 16
De uitkomsten per vraag .................................................................................................................................. 16
Vraag 1: Welke associatie heb je als je naar het conceptbord kijkt? ........................................................... 16
Vraag 4: Vind je dat het conceptbord aansluit bij de volgende belofte: Bezoekers zijn onderdeel van het
festival, ook belooft Kingsland diversiteit en toegankelijkheid .................................................................... 17
..................................................................................................................................................................... 17
Vraag 6: Welk conceptbord zal je het snelt onthouden? En waarom .......................................................... 17
Vraag 7: Welk van de 2 conceptborden geeft je het idee dat Kingsland voor iedereen makkelijk bereikbaar
is? En waarom? ............................................................................................................................................ 17
Conclusie:.......................................................................................................................................................... 17
Hoofdstuk 5: Mock-ups .................................................................................................................................. 18
Inleiding: ........................................................................................................................................................... 18
Instagram verhaal op Rhode Kok haar account: .............................................................................................. 18
2
, De beeldanalyse methode ........................................................................................................................... 19
Snapchat advertentie ....................................................................................................................................... 20
De beeldanalyse methode: .......................................................................................................................... 21
Instagram post op Kingsland account: ............................................................................................................. 22
De beeldanalyse methode: .......................................................................................................................... 23
Hoofdstuk 6: Testen bij de Peers ..................................................................................................................... 24
Inleiding: ........................................................................................................................................................... 24
Mock-up 1: ................................................................................................................................................... 24
Mock-up 2: ................................................................................................................................................... 24
Mock-up 3: ................................................................................................................................................... 24
Hoofdstuk 7: het definitieve campagne concept ............................................................................................. 25
Concept 1: Instagram verhaal op Rhode Kok haar account .............................................................................. 25
Concept 2: Snapchat advertentie...................................................................................................................... 26
Concept 3: Instagram post op Kingsland account ........................................................................................ 27
Hoofdstuk 8: presentatie & feedback ............................................................................................................. 28
Bronnenlijst: ................................................................................................................................................... 29
Bronnenlijst afbeeldingen .............................................................................................................................. 31
Figuur 1: ........................................................................................................................................................... 31
Figuur 2: ........................................................................................................................................................... 31
Figuur 3: ........................................................................................................................................................... 31
Figuur 4: ........................................................................................................................................................... 31
Figuur 5: ........................................................................................................................................................... 31
Figuur 6: ........................................................................................................................................................... 31
Figuur 7: ........................................................................................................................................................... 31
Figuur 8: ........................................................................................................................................................... 31
Figuur 9: ........................................................................................................................................................... 33
Figuur 10: ......................................................................................................................................................... 33
Figuur 11: ......................................................................................................................................................... 33
Figuur 12: ......................................................................................................................................................... 33
Figuur 13: ......................................................................................................................................................... 33
Figuur 14: ......................................................................................................................................................... 33
Figuur 15: ......................................................................................................................................................... 33
Figuur 16: ......................................................................................................................................................... 34
Figuur 17: ......................................................................................................................................................... 34
Figuur 18: ......................................................................................................................................................... 34
figuur 19: .......................................................................................................................................................... 35
figuur 20: .......................................................................................................................................................... 35
Figuur 21: ......................................................................................................................................................... 35
Figuur 22: ......................................................................................................................................................... 36
3
, Bijlage: ........................................................................................................................................................... 38
Bijlage 1: Testen bij de doelgroep (Uit hoofdstuk 4) ......................................................................................... 38
Bijlage 2: feedback van 5 peers (uit hoofdstuk 6) ............................................................................................. 41
Bijlage 3: feedback van mij aan medestudenten (uit hoofdstuk 8) .................................................................. 62
Bijlage 5: feedback van medestudenten op mij (uit hoofdstuk 8)..................................................................... 74
4
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