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Transcript of Omroep Llink
2. Target Group
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
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
Minister Plasterk and the law
Power Providers (finance)
Players Quadrant GAP-Analysis Desired Identity
young and inexperienced
not green enough
not journalistic enough
too much amusement
GAP 1 Desired Identity
GAP 2 Desired Identity
GAP 3 2. Target Group 152.000 members of Llink
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?
big social life
don't like greed and materialism
for own development (spiritual)
What media do the Cultural Creatives use?
average use of ICT
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.
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:
Potential Cultural Creatives Members:
confirm their good choice Cultural Creatives:
convert to membership Potential Cultural Creatives:
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)
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.
Llink was too much amusement.
Only about the little environmental problems. Labrie's Rapport Sharp
Environmental problems like:
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