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Omroep Llink

Imagocampagne
by

Pim Schouwenaars

on 15 June 2010

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Transcript of Omroep Llink

Summary
1. Analysis
2. Target Group
3. Objectives
4. Concept
5. Use of Media 1. Analysis Dutch broadcasting system is changing.
Less broadcasting corporations. Very hard to keep going for small corporations. Llink:
founded in 2005
2 hours of tv
9 hours of radio
152.000 members
Decisions based on 5 trends:
1. Globalisation leads to idealistic thinking.
2. World in crisis and durable initiatives.
3. Network society and individualisation.
4. Change of media usage.
5. Change of public broadcasting. Decision Minister not good according to the board. Force Field Analysis Members
Personnel
Media
Competition
Minister Plasterk and the law
Power Providers (finance)
Advocacy organizations
Network manager
Players Quadrant GAP-Analysis Desired Identity
deepening
green
activating
journalistic
interactive
idealistic
Current Identity
chaotic
financially insecure
activating
journalistic
interactive
young and inexperienced
Physical Identity
deepening
green
activating
journalistic
interactive
idealistic
Image
not green enough
not journalistic enough
too much amusement
wasting money
financially insecure
idealistic
Desired Identity
deepening
green
activating
journalistic
interactive
idealistic
GAP 1 Desired Identity
deepening
green
activating
journalistic
interactive
idealistic
GAP 2 Desired Identity
deepening
green
activating
journalistic
interactive
idealistic
GAP 3 2. Target Group 152.000 members of Llink
Cultural Creatives
Potential Cultural Creatives Cultural Creatives
15% of Netherlands 18 years and older
small majority women.
mainly parents up to 50 yo with children of 5-14 yo
work on a payroll
might grow up to 30% of the Netherlands

What do the Cultural Creatives like?
art
culture
cooking
big social life
durable lifestyle
don't like greed and materialism
for own development (spiritual)




What media do the Cultural Creatives use?
newspaper Trouw
average use of ICT
social media
tv-on-demand




Main question:
How can I make sure the gap between the desired identity and the image will become closer?
in other words:
How can we make Llinks image to be more like their desired identity? 3. Objectives Corporate Objectives
Llink wants to inform, inspire, activate,
so people will add to a durable and better world.
Marketing Objectives
Llink has to be quoted at least 50 times a year in other media.
A yearly minimum reach of 3.000.000 people.
At the end of 2014 at least 250.000 members.
Bring 3000 people physically together at meetings. Communication Objectives
Seperated in 3 groups:
Members
Cultural Creatives
Potential Cultural Creatives Members:
inform
inspire
confirm their good choice Cultural Creatives:
inform
inspire
support
activate
convert to membership Potential Cultural Creatives:
inform
inspire
create positive feeling with Llink 4. Concept Part 1.
Based on an actual idea of Llink. Llinks new show.
De Duurzaamste Ondernemer Van Nederland.
A contest for the most durable and greenest entrepreneur in Holland. Concept 1:
people get involved
people should get active
it's interactive Contest:
Are you the greenest person in Holland?
text messages (€0,31)
Tweets (@Llink)
fill in a form on the website What can people win?
An eco-holiday in the Ardennes.
They will be the judge on the new show:
De Duurzaamste Ondernemer Van Nederland. Part 2.
TV-programme concept
Llink was too much amusement.
Only about the little environmental problems. Labrie's Rapport Sharp
Journalistic
Green
Confronting
Environmental problems like:
illegal logging
garbage dump
sale of "bad" meat Why Sebastiaan Labrie? 5. Use of Media Commercials before and after the commercial breaks. Radio 1, 3fm and Radio 5. Llink website. Press Releases Llink magazine
(in progress) Newspaper Trouw Adverts Indication Corporate Storytelling
(hand-out)
Full transcript