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Titelpagina

MAKE IT HAPPEN.

Manager Marketing CommunicationsThea de Vries

SAMEN IMPACT

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Planningsproces Voor maximale impact en bijdrage aan bedrijfsdoelstellingen

Ondernemingstrategie Commerciele strategie

• Op keten/segment niveau

Marketing strategie

• Marketing doelstellingen, • Marketing doelgroepen • Specifieke behoefte / customer insights

• Waardepropositie

Communicatiestrategie

• Communicatiedoelstellingen • Communicatiedoelgroep • Boodschap • Contactstrategie, middeleninzet en budget

Implementatie

• Opstellen meetplan • Productie en uitvoering crossmediaal

Monitoring en evaluatie

• Meten • Evalueren • Bijsturen

input output outcome

CO-CREATIE COMMERCIE / MARCOM

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Tekst

Where do we play?

How do we win?

CORE: Product &

Marketing Strategy

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Product Market Combination�

�

Competition: �What are the competitive forces in the market?�

���

Market: �What does the market look like? (size, geography etc.) �

Ambition: �What it our current position in this market and what is our desired position?�

Marketing & �Communications �

Tactics: �How will we most

effectively engage our audience?�

�

Product / Service�

Target-Segment �

Goals: �What do we need to achieve or change?�

Story: �What single most

important message do we need to drive

home? What reasons to believe do we offer?�

Gain �Creators �

Pain�Relievers�

Their �Gains �

Their �Pains �

Their �Jobs�

Product /�Service�Specs �

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© Copyright - Port of Rotterdam

Product Market Combination�

�

Competition: �What are the competitive forces in the market?�

���

Market: �What does the market look like? (size, geography etc.) �

Ambition: �What it our current position in this market and what is our desired position?�

Marketing & �Communications �

Tactics: �How will we most

effectively engage our audience?�

�

Product / Service�

Target-Segment �

Goals: �What do we need to achieve or change?�

Story: �What single most

important message do we need to drive

home? What reasons to believe do we offer?�

Gain �Creators �

Pain�Relievers�

Their �Gains �

Their �Pains �

Their �Jobs�

Product /�Service�Specs �

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Who is the owner? (experts / team) Who is our primary target group?

Who else is involved? (external / internal) •  Partners: Stadshavens, Gemeente Rotterdam, makelaars •  HbR intern: Port Development, CBL, MARCOM

What is our specific goal? (s.m.a.r.t) What activity do we employ? (explain how)? What our major marcom milestones? (planning)

What is most critical to success? Marketing: Marcom:

How does it reinforce other elements of our strategy? - 

Why is this important to us (business value)?

Why is this important to them (client value / benefits)?

UITWERKING IN EPIC Relatie ondernemingstrategie

Relatie commercielestrategie

…..

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Tekst

Implementatie Portmarketing

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ONLINE PLATFORM & SOCIAL

PR & PUBLICITY

CAMPAIGNS

SEMINARS & TRADE EVENTS

INTERNAL

MIDDELEN

event abc event

Abc

Xyz

A

B

Z Y

Crossmedia planning

Meten en evalueren

Monitoren en bijsturen Monitoren en bijsturen

Q2 Q1 Q4 Q3 2015