strategic communication plan - erfgoed brabant
DESCRIPTION
Cultureel Erfgoed Brabant Fontys Academy for Creative Industries Advanced Courses - Special Program Week Group 40TRANSCRIPT
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Erfgoed Brabant is a foundation who gives grants to cultural heritage in Brabant. The foundation is originated
of a merger out of three foundations namely; Foundation Brabantse Regionale Geschiedbeoefening, the Bra-‐
bantse Museum foundation and the Foundation Brabants. Erfgoed Brabant is an organization which is gov-‐
erned by governance consisting of 4 persons. The organization is a foundation so they don’t have a lot income.
A strength of the foundation is that they are making a little bit of their own income since 2011. A weaknesses
of the foundation is the logo, it looks a bit childish, and the limited budget. The foundation doesn’t have a lot of
budget to use for grants. The aim for creating this strategic marketing communication plan is to reach the
target group of men and women in the age of 18 till 24 years old. The foundation inds it hard to reach them.
The target group
The target group for the assignment of the client are men and woman in the age of 18 till 25 years old. They
use the internet and their smart phone to stay up-‐to-‐date instead of using the ‘old’ media like newspapers and
television.
Time planning
The promotion campaign will start in the spring of 2013, this will give the target group time to brainstorm
about a good idea for their video.
Our concept
With fresh and funny videos we want to generate more awareness by the target group of Erfgoed Brabant. At With fresh and funny videos we want to generate more awareness by the target group of Erfgoed Brabant. At
the end of the videos a contest will be announced. Youngsters can participate to this contest by making their
own creative video about cultural heritage and win a nice price for 2 tickets of the concert by Guus Meeuwis.
We have chosen for this approach because we think this is the irst step amongst youngsters to get involved in
cultural heritage. The videos will be placed online on several social media platforms like YouTube, Facebook
and Tilburg.com.
2. MANAGEMENT SUMMARY
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Page
Introduction 4
A. The Client 4
B. The Contractors 5
C. Project Assignment, Problem and Goals 5
Research and Analysis
A.A. Intern Analysis 6
B. Extern Analysis 10
C. SWOT Analysis 14
D. Target Group 15
E. Target Group Analysis and Medium Speci ity 16
Conceptualize
A. The concept 18
B.B. Usability
Planning and Time
A. Planning 21
B. Budget 21
C. Risks 21
Sources -‐ APA Style 22
3. INDEX
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A. The Client
Erfgoed Brabant started on January 1st 2009 as a result of a fusion between foundation Brabantse Regionale
Geschiedbeoefening, the Brabantse Museum foundation and the foundation the Brabants. By working togeth-‐
er, these organizations made the heritage organization one total. Erfgoed Brabant has a big and healthy net-‐
work in the heritage sector. Providing substantive knowledge expertise, which acts as a provincial partner or-‐
ganization.
Source: http://www.erfgoedbrabant.nl/wie-‐zijn-‐wij/
Mission
Erfgoed Brabant wants to promote and support heritage activities, heritage education and heritage support in
Brabant. This so everyone today and in the future can discover and experience Erfgoed Brabant.
Vision
The Brabants heritage makes people aware of the rich culture and history of the province Brabant. A culture
and history that can’t go lost. Erfgoed Brabant is building a future for the past of Brabant.
Core ValuesCore Values
Erfgoed education, heritage support and public activities.
4. INTRODUCTION
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B. THE CONTRACTORSAccountable for the development of the ‘’youngsters’’ concept for Erfgoed Brabant are students of the Fontys Academy for Creative Industries.
Composed are:Mara DekkersWies van DiepenbeekMark JufferMark JufferAnika KrebbeksJennifer MullerYouri Smets
C. PROJECT ASSIGNMENT, PROBLEMS AND GOALSAssignmentFontys ACI starts this school year with a program for students in the inal stage of their education. The goal is a Fontys ACI starts this school year with a program for students in the inal stage of their education. The goal is a Special Program Week where CO and CE students collaborate on a multi-‐disciplinary task. An intensive week with business insight, communication and creativity!
In groups we will make a strategic marketing communication plan. Then we activate a well-‐based plan. As a result we present this to Erfgoed Brabant
ProblemHow can we increase the brand awareness of Erfgoed Brabant among youngsters (18-‐24 years)?
GoalGoalCome up with a high quality report and product, which increases the brand awareness by 30% in one year.
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A. INTERN ANALYSIS
OrganizationErfgoed Brabant is a foundation, which takes care of monumental heritage in Brabant. The foundation gives grants to the monumental heritage to make sure they can continue to exist and can invest in small events. Erf-‐goed Brabant stands concrete for:
"Erfgoed Brabant is committed to the conservation and creative use of the Brabant cultural heritage. Our tasks are to promote heritage awareness among the general public and providing advice on heritage education and support for heritage institutions in the management of their heritage."
The foundation has a governance but has no members. The governance of Erfgoed Brabant consists of:• Mr H.P.T.M. Willems, chairman• Mr A.P.M. Veltman, vice chairman• Mr J.A.M. van Heijningen, secretary•• Mr J.G.I.M. Reijrink, accountant
The governance makes sure the foundation keeps on existing. They don’t get paid, but they do get a fee for the work they do for the foundation. The foundation has a number of employees. They are divided into 3 different teams. There is a public team, an advice team and an education team.
MarketingThe 4 p’s
ProductErfgoed Brabant offers a service. They make sure the monuments get small subsidy (of the foundation) so they Erfgoed Brabant offers a service. They make sure the monuments get small subsidy (of the foundation) so they can continue existing and can invest in some small projects, which are related to the monument. The founda-‐tion also offers paid facility services, hiring of ice spaces and rooms and acquiring orders from third parties.
5. RESEARCH AND ANALYSIS
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PlaceThe monuments, which Erfgoed Brabant gives subsidy to, are mentioned on the website of the foundation. All monuments are located in the province of Brabant.
PriceErfgoed Brabant gives subsidy to monuments, who have submitted an application to the foundation. This ap-‐plication is free. These monuments, which the foundation inancially supports, are free to visit.
PromotionThe foundation is promoted in several ways. The aim of this promotion is to generate more awareness for the foundation and to get more attention for the monuments. They use the following channels:− Campaigns/events− Media− Communication/PR− Projects
Besides that, Erfgoed Brabant has its own website http://www.erfgoedbrabant.nl/ on which they upload the Besides that, Erfgoed Brabant has its own website http://www.erfgoedbrabant.nl/ on which they upload the latest news about monuments and where you can ind information about the foundation. The logo of Erfgoed Brabant is the name of the foundation in the colors black and red.
FinancialErfgoed Brabant has started to generate more own income in 2011. They will do this by offering paid facility services to related voluntary organizations, hiring of ice spaces and rooms and acquiring orders from other organizations. The foundation gets external help from Deloitte and
The province Brabant has established the Policy Cultural Heritage in spring 2008. This includes 9 several
grants. Three of them are implemented by Erfgoed Brabant. As a heritage institution you can rely on these 3
subsidy possibilities:
− Basis tasks museums, for small museum projects with the aim to improve the basis tasks of the museum.
− Regional historiography, this regulation is intended to activities, projects and publications which stimulate
the cultural and historical aspects of Brabant.
−− Prof. Dr. H.F.J.M. van den Eerenbeemt Foundation, this subsidy makes the publication of monographs on the
history of Brabant possible
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B. EXTERN ANALYSIS
The external side is analyzed by a DESTEP analysis.
Demographic factors
Demographic factors are the features of the population. Features like gender, belief, dispersion and age struc-‐
ture.
Currently aging is a topic. The population is changing, there are more elderly people every day. The cause of
this is mainly because of the baby boom in the Western world. A lot of baby boomers were born after World
War II. Decades after this relatively less baby’s were born. This is why the ratio between elderly and young
people is out of balance. A lot of baby boomers will pass away after 2030, after 2030 a big population change
will take place.
Another cause of the greater part of the elderly people is the increase in life expectancy. Primarily because of
the improvement of public health, medicines and nutrition.
The average life expectancy in the past 50 years has increased by 10 years. In 2008 there were 2.4 million elThe average life expectancy in the past 50 years has increased by 10 years. In 2008 there were 2.4 million el-‐
derly (65+), this will increase with 3.6 million people in 2025. This change in population will come with a lot of
consequences.
The number of elderly people in Brabant is relatively moderate. It can be possible for Erfgoed Brabant to reach
more young people in Brabant as there are enough young people living in Brabant.
Economic factors
The credit crisis has been a big topic for the last few years. The inancial crisis began in the summer of 2007,
inding it’s roots in America. Banks lend each other money due to the stagnant housing market. Worldwide
countries drowned in this crisis. By 2010 Europe countries drowned in the crisis. First Greece, than Spain and
Portugal.
The crisis also in luenced the Dutch population; a lot of people got ired the past years. 122.00 employees got
ired over 2009, 105.000 in 2010. This is a decrease of 14% which is positive.
The cuts of the Dutch government caused a lot of fuss. On September the 15th of 2011 the state government The cuts of the Dutch government caused a lot of fuss. On September the 15th of 2011 the state government
announced a 50 million cut on culture.
There are cuts in the grant for everything, also for Erfgoed Brabant. They now also have less to spend.
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Socio-‐cultural factors
Socio-‐cultural factors are about lifestyle, leisure and the educational level of the population.
The level of education has a signi icant effect on a society. More and more Dutch people successfully graduated
from an university. The number of highly educated women has been growing relatively strong in recent years.
In 2009, 32% of men between 25 and 65 years old were highly educated. Women in this age group 27%. In
recent years there is a greater part of graduated woman.
Research on cultural participation showed a few factors. Highly educated people visit cultural spots more Research on cultural participation showed a few factors. Highly educated people visit cultural spots more
often. Another fact is that woman are culturally more active than man.
The increase in highly educated Dutch people is positive for the interest in heritage. More educated woman is
even better, because women are more culturally active.
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Technological factors
Technique is developing faster every day. Internet is world wide. Erfgoed Brabant uses the internet by a web-‐
site.
Ecological factors
Climate change on this planet is a fact. The temperature rises by gasses like CO2. The climate is changing and
the sea level is rising. People focus more on the environment. The world is getting polluted and more people
are willing to do something about it. Monuments are also items people are ighting for to keep them on this
planet.
Policitcal-‐Legal Factors
The legislation on the cuts are of course very topical. You can read more about this under the heading of eco-‐
nomical factors.
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For Erfgoed Brabant the legislation concerning monuments is of course very important. Historic preservation
is the protection, conservation, maintenance and repair of real property in the public interest because of their
historical, ethnological, artistic, scienti ic, industrial, archaeological or other socio-‐cultural value. In the Neth-‐
erlands, one of the requirements for designation as a national monument by the National Heritage Board, is
that a object is at least 50 years old. This age requirements is not applicable in Belgium. Through this legisla-‐
tion monuments are protected in the Netherland.
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C. SWOT
StrengthsHaving an own incomeErfgoed Brabant has started to make their own income in 2011, by renting their of ice spaces and hall and the acquisition from third parties.
Promotion by different media channels.Erfgoed Brabant promotes their foundation on different channels to reach more people. The channels they use Erfgoed Brabant promotes their foundation on different channels to reach more people. The channels they use are:-‐ Campaigns and events-‐ By media-‐ Communication and Public Relations-‐ By projects
Help from Deloitte and ABABDeloitte and ABAB have been helping Erfgoed Brabant with their internal processes. Deloitte provides services Deloitte and ABAB have been helping Erfgoed Brabant with their internal processes. Deloitte provides services in the ield of accountancy, tax, consulting, risk management and inancial advice. ABAB is an all-‐round ac-‐countancy and advice organization.
WeaknessesLimited budgetErfgoed Brabant has a limited budget. They are a foundation so they have to receive their money from the province, donations and sponsors.
Unprofessional logoErfgoed Brabant’s logo looks very unprofessional. It looks childish with the colours the use of letter type.
OpportunitiesEcological factorsPeople are getting more focused on the health of the planet and maintaining old monuments.
Demographic factorsThe baby boomers are around the age of 65. This is the age rate, which are interested in monuments. This The baby boomers are around the age of 65. This is the age rate, which are interested in monuments. This doesn’t help with attracting people from the age of 18 till 24.
ThreatsCuts in the cultural sectorErfgoed Brabant dependents on money they receive from the government. They have less money to spend on monuments by the cuts in the cultural sector by the government
Economic factorsBecause of the inancial crisis people have less money to spend on cultural activities like museums, which are Because of the inancial crisis people have less money to spend on cultural activities like museums, which are part of the Erfgoed Brabant. They choose to spend their money on less expensive activities.
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D. TARGET GROUP
Erfgoed Brabant is an organization who wants people to be aware of the cultural heritage in Brabant. At this
moment they are not reaching younger people in the age of 18-‐24 years old. Not knowing how to reach this
target group it is important to analyze them.
They organize projects to keep the cultural heritage in Brabant alive. For example, a platform has been They organize projects to keep the cultural heritage in Brabant alive. For example, a platform has been
launched written in the Brabant’s dialect with facts about language, music and culture from the province Bra-‐
bant. There is also a website where you can search about digital available heritage sources.
At this moment the organization only reached an older target group. In this segment this is the target group
that is easier to reach, because of their personal interest. Erfgoed Brabant uses traditional media such as tel-‐
evision and newspapers to communicate with their current target group. They also use the internet, but not as
an active communication channel. For younger people who use the internet on a daily basis it gives a ‘’boring’’
feeling as it does not offer them any specials.
Because it's about cultural heritage in Brabant, it's very regional. They should keep this in mind when they
communicate with their target group, because many people in Brabant have a really strong connection with
their region.
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E. ANALYSIS OF THE TARGET GROUP AND MEDIUM SPECIFITYErfgoed Brabant is aiming for a target group -‐ Men and women-‐ Age 18 -‐ 24 years-‐ Living in Brabant. But outside youngsters are also welcome
In 2010, 91% of people in The Netherlands with an age between 16 and 25 years use social media. This is the In 2010, 91% of people in The Netherlands with an age between 16 and 25 years use social media. This is the highest percentage in the European Union. So it's really important for Erfgoed Brabant that they're using social media to communicate with younger people. Also, the percentage of youngsters watching TV is dropping, but more people are watching videos over the Internet.
With these facts in mind you could say that a video over the Internet, shared through social media, would be one of the most important communication tools for this target group.
Another medium that is used more and more by this target group is the smart phone. The number of used bandwidth through smart phones has exploded since 2010. So another way to communi-‐cate with this target group is through smart phone-‐apps or mobile websites. Source: CBS
SegmentsGeographical:The target group lives in The Netherlands, but since it's a regional organization there will be focused on people in Brabant. It's important to keep in mind that many people in Brabant talk with a dialect.
Demographical:Erfgoed Brabant wants to aim for men and women with age between 18 and 24 years.
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Social / economical:
Because they're aiming for relatively young people, these are mostly students. For youngsters it is dif icult to
talk about their income. Because they all have different income and depend allot of external money.
Psycho graphical:
It's impossible to create an interest. So the target group is already somehow interested in things like art and It's impossible to create an interest. So the target group is already somehow interested in things like art and
culture. The target group is also interested in technology. Most young people own a smart phone and a com-‐
puter.
Example
Dave is a 21-‐year-‐old boy who lives in the city Eindhoven. He's a student at the Fontys Academy and he studies
Media Design.
Dave was born in Nuenen, a little village near Eindhoven. He has a strong connection with people who live
there, also because they communicate with each other in the same dialect. When Dave's on a trip in, let's say,
Amsterdam and he meets someone with the same dialect, he instantly feels a connection.
He works at the Apple store in Eindhoven. Every Saturday he works there so he can pay his study and has
money for social activities. He likes to go to concerts and go to the movies.
Just like most of his friends, Dave is kind of an addict to his telephone. Every ive minutes he checks for new FaJust like most of his friends, Dave is kind of an addict to his telephone. Every ive minutes he checks for new Fa-‐
cebook messages, new tweets and new WhatsApp messages. And when he's not checking his phone, he's busy
searching for information, education and fun stuff on his laptop. He’s always active online.
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Erfgoed met een zachte G
For Erfgoed Brabant we made a special concept using viral media. The aim of this concept is to generate more For Erfgoed Brabant we made a special concept using viral media. The aim of this concept is to generate more brand awareness amongst our target audience. We have chosen for brand awareness because we believe this is the irst step amongst youngsters to get involved with for most an un-‐known concept. With a fresh and funny message we hope to get Erfgoed Brabant in contact with the younger generation. The main aim is to get the youngsters to discover and experience their heritage in Brabant. To trigger our target group we have a compe-‐tition with a price as reward. Central in the videos are not only monuments but also the Brabant’s dialect which is considered as cultural heritage.
6. CONCEPTUALIZE
MessageYoungsters in general think that heritage is boring and for old people. With this campaign we want to create the idea that heritage is yours. They are your roots and made you the person that you are now. By a funny video which shows that dialect also is a heritage we want to reach the youngsters. The contest is created to get the youngsters involved in their local heritage.
The campaign will start in the spring of 2013. The contest runs for 3 months, after the deadline the winner will The campaign will start in the spring of 2013. The contest runs for 3 months, after the deadline the winner will be chosen. He or she can win tickets for a concert from Guus Meeuwis.
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The concept
Two videos were made, which will be placed online on social media as Facebook, YouTube and the Tilburg
council website.
Video 1
An older and serious man stands in front of the St. Jans church in Den Bosch, telling about the history of the An older and serious man stands in front of the St. Jans church in Den Bosch, telling about the history of the
church when he gets disturbed by an youngster with a heavy Brabant’s accent. The youngster takes over and
tries to encourage the viewer to participate with the contest. He also makes the viewer aware of how ‘’cool’’ his
Brabant’s dialect is.
Video 2
The youngster from video 1 returns with standing on a bridge with the Binnedieze in Den Bosch on the backThe youngster from video 1 returns with standing on a bridge with the Binnedieze in Den Bosch on the back-‐
ground. In this video he encourages the viewer to visit the Binnendieze and take part of the special small cruis-‐
es which show you a couple the monuments of Den Bosch during the cruise. He ends the video with talking
about the contest again and telling the viewer what they can win if the send a movie to Erfgoed Brabant.
In the next ive steps we will show you what the aim is of Erfgoed met een zachte G
Who?
Young people in the Netherlands, in particular people living in Brabant with the age of 18-‐24 years old.
What?
Bring brand awareness among the target audience. Talking about cultural heritage we refer to monuments and
dialect.
Where?
The entire heritage in Brabant. Film recording will be taking place in Den Bosch. This will be the basis for Erf-‐
goed Brabant.
Why?
We would like to get youngsters acquainted with cultural heritage in Brabant. Monuments and dialects.
How?
By means of using video images which will be placed online on several social media platforms. The promo is
meant as trigger for the youngsters to discover and experience heritage in Brabant and participate with the
online contest. As reward Erfgoed Brabant offers a price in the cultural sector.
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A. PLANNING
We have chosen for a two-‐way strategy. Cultural heritage can be shown to youngsters in what we call a more
catching way. By motivating younger people we want them to look around in their environment, to look
around and ind cultural heritage. We want to give them an opportunity to tell Erfgoed Brabant what they ind
inspiring. Achieving this we want to challenge youngsters by making their own video
we are aware the campaign will only have a short impact time because our target group (Dutch youngsters in we are aware the campaign will only have a short impact time because our target group (Dutch youngsters in
the age of 18-‐25) lives in a fast moving world. Social media can make you big today but can also make you for-‐
gotten the next day.
Being aware of the impact such as social media we want to launch the campaign in the beginning of the spring
2013. This will give youngsters the time to brainstorm and make a video. The weather is favorable and the
impact is in perfect timing for the cultural heritage season.
B. BUDGET
A large budget is not necessary as our campaign consist primary on a local participation. The cultural heritage
foundation should have some employees to facilitate the local participation. This costs time and therefore
money. The campaign will be brought to the target group by the use of social media and the internet. A plat-‐
form will have to be created, which will also cost time and by meanings money. To motivate young people we
suggest a competitive approach so users can receive amends. An idea of an amend can be a subscription for a
cultural event or tickets to a concert such as Guus Meeuwis. This can be custom made for every budget.
C.RISKS
The biggest risk that can happen is not reaching the target group or that they don’t receive the message well.
Overkills of campaigns on the internet can make it happen that our message will be overshadowed. Other than
that we do not see any other risks that will disturb the marketing plan we offer Erfgoed Brabant.
7. PLANNING AND TIME
