• What is that?

• How do you set up a (crossmedial) campaign?

• How does it look like?

Crossmedial communication

Relevant developments

• Changing media landscape

• Decreasing homogeneity target groups

• Increasing power and meaning of image and design

Crossmedial communication

• What is that?

• Is there a definition?

What are characteristics of crossmedial communication?

Characteristics crossmedial communication

• Thinking media independent from a strong communicative and creative concept

• Knowledge from target groups and communities

• A media mix which can be set in autonomous as well as complementary

• Temptation strategy through images and sense

‘Our’ definition

Crossmedial communication =• From a strong and well-thought out

concept• With the help of a media mix which is

composed of functionality and effectiveness

• That seduces the receiver to make the crossovers between different media

• Resulting in: more commitment, interaction and participation

How do you set up a campaign or event?

content interaction involvement image

Research: analysis

content target group socio/cult identity

Strategy communication in policy / crossmedial

Concept creative / effective

Media strategy and plan

together with specialists

Realization together with specialists

Construction campaign plan

1. Analysis: of organisation, the question, the receiver

2. Strategy: how do we get from A to B?3. Concept: which logo fits?4. Media strategy and –plan: target media effort

+ most suitable media5. Project organisation: campaign team6. Budget

Example: campaign ‘Social Airmiles’ The City of the Hague

1. Analysis

1. Analysis: of the organisation, the question, the receiver

2. Short reflection on the assignment1. The youth2. The product ‘Social Airmiles’3. Our part

2. Strategy: making choices!

- In this case ‘motivate’ is our biggest challenge, next to reputation initiative

- This is possible with the campaign through:- The right recruitment strategy: suitable for the

youth. Important elements are: campaign slogan and sender ship- Attractive offers & rewards- Offer: accessibility & flexibility- Reward: what would the youth like to ‘earn’ with

voluntary work?

2. Strategy: make choices!

- Short campaign period: 18 months- Therefore choose favourable target groups:

quick start, best result- Chosen for: 12-18 year-olds

- Secondary school students & sport club members

- Intermediaries: press, neighbourhood coaches, organisations the Hague (sponsors)

3. Creative concept

4. Media strategy

- digital: youth 2.0- personal: schools, clubs- neigbourghood level: neighbourhood

coaches, but it has to be ‘visible’ - press: creating sufficient press moments

4. Media plan

A. Guerrilla commercial ‘reversed graffiti'

Also think of a building area…

Or bring public transport into action…

4. Media plan

B. Kick-off: - from involved ‘offer organisations’- invitees: offer organisations, reward

organisations, youth, press

4. Media plan

C. Campaign website

4. Media plan

D. Free publicity: press reports, press articlesE. Triangle signs: at tram stopsF. PR: through town hall and involved

organisations

4. Media plan

G. Radio: Funx is a hot broadcasting station amongst the youth

4. Mediaplan

H. Banner, flyers, school cards, posters…

4. Media plan

I. Neighbourhood coachesJ. PR actions, academy of music and art

academyK. Super respects & press momentsL. Evaluation

-kick-off

-website & on-line

-guerilla marketing

-events

-promotion material

-pr/free publicity

-campaign means

-(outside- and radio) commercials

Mar 2009 April May June July Aug Sep Oct Nov Dec Jan Feb March April May June July Aug. 2010

Concept development

Kick-off Final evaluation

5. Project organisationSteering committee- final responsibility The City of the Hague- associates: the youth, spokesmen of offer and reward organisations

Campaign-/account team-project manager The City of the Hague (plus possibly communication consultant OCW)- project manager Tappan Communication- account manager Het Stormt

Study group Tappan Communication & Het Stormt- project manager Tappan Communication- Various specialists

6. Budget

We had € 200.000,-- for 18 months:

Biggest items: Develop means and media-purchase (more than € 130.000)

But first….Goulash?