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Marketing communication plan
Nick Bökkerink Iris Fransen Harm Hensen Dorothee Mezger
070140 070951 070485 070295
Class: Teacher: Date:
2ME2 Lisette Heijmans-Bonten th March 16 , 2009
Harm Hensen. Dorothee Mezger .TABLE OF CONTENTS Campaign background and summary Positioning Overview of campaign Expected outcome Prioritized objectives Strategy and tactics Creative brief Creative execution Media recommendations Measures for assessing success Creative material Appendices Appendix 1: Target group Appendix 2: Visuals explanation Page 4 Page 5 Page 5 Page 6 Page 6 Page 6 Page 7 Page 8 Page 11 2 What’s Your Piece? – Marketing Communication Plan By Nick Bökkerink. Iris Fransen.
I thought you were gonna kill yourself? I tried. Goodbye friends. “I’m gonna go home and kill myself. Then Stan asked: but you didn’t die? Freaking hybrids man. Southpark 2008 3 What’s Your Piece? – Marketing Communication Plan By Nick Bökkerink. they just don’t do the trick anymore. The next day Kyle asked me what happened. Harm Hensen. Cartman. Went to sleep in my mom’s car in the garage with the engine turned on. Dorothee Mezger . Iris Fransen.” E.
Iris Fransen.I. approximately 10% of all families in the Netherlands will be aware of environmental problems regarding cars’ CO2 emission and at least 5% will have undertaken action.CAMPAIGN BACKGROUND AND SUMMARY These days. on television and now even in the car industry. Harm Hensen. not a lot of people are interested in buying an environmental friendly car and the question arises: ‘How can this be changed?’ Positioning Families in the Netherlands see environmental friendly cars as expensive (especially now with the economical crisis). Overview of campaign For the campaign a pull strategy will be used and we will work according to the A. conducting surveys on awareness of environmental issues and cars’ CO2 emission. this is an important factor.D. However. but do not act to this (detailed information about the target group can be found in the appendix). What’s Your Piece? – Marketing Communication Plan By Nick Bökkerink. This can be measured by looking at increases in sales of environmental friendly cars amongst families. Since safety is the top priority in the decision making process. Dorothee Mezger 4 . but also as safe for their children. formula. but it will take time for people to undertake action and therefore this campaign must be seen as a starting point. Expected outcome After this campaign. which is our core message. The campaign will take over approximately 1 to 1.5 years. This breaks the entire campaign into four different phases with a red line running through it.A. You can see it in our daily life. The slogan that will be used in every one of our advertisements is: “What’s your piece?” Different kinds of media will be used. The target group understands environmental friendly cars are better for the environment. from internet banners and TV commercials to billboard advertisements and direct mail. the environment starts playing a more important role every single day.
This means that there will be four different phases in the marketing communication process. before actually buying a product. The target group we are aiming at consists of families living in the Netherlands. formula. Besides that.I.000 one-parent households. there were approximately 2. Using all this modern media also increases the awareness of critical thinking and decision making when we look at safety and environmental issues. especially when we are talking about traffic participation (this is seen as the number one of most dangerous situations for children). Another method that will be put into use is the A. After this campaign. The pull strategy requires a lot of advertising in order to create a great consumer demand for a product. Harm Hensen. awareness. Iris Fransen. desire. We chose this target group.OBJECTIVES With our campaign we would like to raise awareness amongst families in the Netherlands of the environmental issues concerning cars’ CO2 emission. such as television and internet.A. Electronic media play a central role within families. What’s Your Piece? – Marketing Communication Plan By Nick Bökkerink. we will use a pull strategy. 10% of all families in the Netherlands should be aware of the environmental problems regarding cars’ CO2 emission and at least 5% of them should undertake actions against these issues. commercials and direct mail. This also means that the target group gathers a lot of information. There will be a direct focus on the consumer with advertisements. because children copy parent’s buying behavior easily and therefore parents can influence their children in buying environmental friendly cars and living environmentally conscious today and in the future.D. For further information we would like to refer you to appendix 1. interest and action. We want to pull the consumers to the car dealers to buy an environmental friendly car. When it comes to media usage the modern family is shifting from traditional media usage such as papers and books to more digital sources.5 million family households in the Netherlands and 450. In 2006. Recent research claims that modern parents feel that safety is one of the most important criteria in the buying decision. STRATEGY AND TACTICS In order to achieve the objectives. there must be an increase in intention to buy environmental friendly cars of approximately 3% within one year of the start of the campaign. Dorothee Mezger 5 .
00 – 9. We would like to make people aware of what is going on with the environment and to think about what the CO2 emission can cause to ourselves and our world.00 and 21.nl. internet and billboards (1.jongegezinnen. We have created a logo that will be seen in every advertisement. People will get mail and e-mail with the line: “What’s your piece?” (1.whatsyourpiece. CREATIVE EXECUTION ∝ ∝ ∝ Awareness phase: Teaser campaign: start with a countdown on television. ads placed on a weekly basis in De Telegraaf.nu. Internet. This will be the best way to aware and influence families in the Netherlands. so they will live more environmentally conscious too. Desire phase: Billboards and advertisements which involve a polluted world and a perfect world. commercials shown between 7.nl and www. The tone of the campaign will be professional. Harm Hensen. Interest phase: red and green cars will be spread out everywhere in the Netherlands with negative and positive effects stated on them (3 months).5 month). In the television commercials there’s a dark world with puzzle pieces falling out which turn into the perfect world with puzzle pieces coming in (6 months).00 and 18.5 ∝ MEDIA RECOMMENDATIONS 80% Advertising: ‐ ‐ ‐ ‐ Billboards. Algemeen Dagblad. The parents can pass this message on to their children. by just giving a piece. Newspaper ads. TV. What’s Your Piece? – Marketing Communication Plan By Nick Bökkerink. Websites which are visited intensely by parents. made out of puzzle pieces with the slogan: “What’s your piece?” This is to let them know that everybody is able to contribute to a healthier environment. This is when many families watch television. The idea is that more people will live environmentally conscious and will buy environmental friendly cars. Metro and Sp!ts. but also mysterious and creating curiosity. the four largest newspapers. along highways and in city centers throughout the country.nl. Dorothee Mezger Action phase: month). 20% Direct mailing: ‐ Every family will receive mail and email via their municipality during the action phase of this campaign. www. generation after generation. banners placed on websites like www. The logo is a green heart.msn. 6 . And of course our own website: www.nl. Iris Fransen.00 on all networks.CREATIVE BRIEF The core message is that everybody can contribute a part to a healthier environment by driving green cars.
a survey will be conducted under families in the Netherlands after the campaign is finished. This will be send to them via direct mail over the internet and will give a good response rate. whether people have put the campaign message into use and therefore we will do this a year after the campaign is finished. This will tell more about the action phase. Also the sales of environmental friendly car will be assessed. 7 What’s Your Piece? – Marketing Communication Plan By Nick Bökkerink. Harm Hensen. Iris Fransen.MEASURES FOR ASSESSING SUCCESS In order to measure the success of this campaign. Dorothee Mezger .
Logo*: Television screenshot countdown (awareness phase)*: CREATIVE MATERIALS 8 What’s Your Piece? – Marketing Communication Plan By Nick Bökkerink. Dorothee Mezger . Harm Hensen. Iris Fransen.
Television screenshot website*: Example of car (interest phase)*: 9 What’s Your Piece? – Marketing Communication Plan By Nick Bökkerink. Harm Hensen. Dorothee Mezger . Iris Fransen.
Iris Fransen.Billboard and newspaper advertisement: good and bad future*: *For detailed descriptions of the visuals please read appendix 2. 10 What’s Your Piece? – Marketing Communication Plan By Nick Bökkerink. Harm Hensen. Dorothee Mezger .
Therefore safety is the top priority. Electronic media play a central role within the modern family life. 11 What’s Your Piece? – Marketing Communication Plan By Nick Bökkerink. In 2006. Especially when we are talking about traffic participation.’ The modern family is shifting from traditional media usage such as papers and books to more digital sources such as television and internet. One third of the households state that every family participant has his own television in his room.000 one-parent households. Traffic participation is seen as the number one of most dangerous situations for children.5 million family households and 450. This is caused by their driving behaviour. Recent research claims that modern parents feel that safety is one of the most criteria in the buying decision. These criteria are more and more important for the modern family. The usage of modern media increases the awareness of critical thinking and decision making when we look at safety and environmental issues. Because of the many innovations in technology. there are coming more and more media to ‘spread the word. Parents of children between 5 and 12 years old state that they want more control on the safety of their children in traffic situations. Iris Fransen. The world wide web is mostly used as an information source for important matters. parents of children younger than 1 year find this the most important factor. the Netherlands counted approximately 2.APPENDIX 1: TARGET GROUP INFORMATION The target group and situation: We will focus on families within the Netherlands. Dorothee Mezger . Harm Hensen. Another research states that young families are driving more environmental friendly than their previous generation. Television is mostly used for entertainment. This means that there are as much televisions as family participants in one house. The modern family states that they are very dependent of the internet and mobile phone usage. Also car usage is stated as an hazardous situation. the hours per day watching television within the modern family is still increasing.
If you use environmental friendly cars. only what you see in these two visuals. Visual 2 and 3: Television screenshots The first part of the campaign will be very mysterious and curious making. Visual 4: Car example After the clock has stopped. We choose puzzle pieces. On the website will also be the same clock. Everybody can contribute their own piece. you will create a perfect puzzle and the world will be beautiful. Iris Fransen. while the red cars will be none environmental friendly and will show negative sentences. Dorothee Mezger . If you use the red cars. because people have to look at themselves. These pieces will be seen in everything that has to do with the marketing communication campaign. their insides in order to do something. that is why we also choose the slogan “What’s your piece?” to make people think for themselves. Harm Hensen. you will not finish the puzzle and the world will become ugly and horrible. This is what we also want to achieve with the campaign: people should make an effort to make everything fit and to create a better world.3% CO2 reduction”. The heart is green. Nobody will see what it is about. Visual 5: Good and bad future This visual shows a potential ending for the world. 12 What’s Your Piece? – Marketing Communication Plan By Nick Bökkerink. because we are talking about green cars and it is in a circle. when all the pieces fit. – places where many families go) cars like these in red and green will be dropped. because a puzzle is only made well. first a clock ticking away time and afterwards the link to a website. The green cars will be environmental friendly cars and will show sentences as “7. in zoos.APPENDIX 2: VISUALS EXPLANATION Visual 1: Logo The logo consists of a green heart made out of puzzle pieces. etc. In the media you will only see these two visuals. throughout the entire Netherlands (at supermarkets.
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