1. What is that? How do you set up a (crossmedial) campaign? How does it look like? Crossmedial communication

2. Relevant developments Changing media landscape Decreasing homogeneity target groups Increasing power and meaning of image and design

3. Crossmedial communication What is that? Is there a definition?

5. What are characteristics of crossmedial communication?

6. 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

7. ‘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

8. How do you set up a campaign or event?

9. contentinteractioninvolvementimage Research: analysis content target group socio/cult identity Strategycommunication in policy / crossmedial Concept creative / effective Media strategy and plan together with specialists Realizationtogether with specialists

10. 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 media 5. Project organisation: campaign team 6. Budget

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

12. 1. Analysis 1.Analysis: of the organisation, the question, the receiver 2.Short reflection on the assignment 1.The youth 2.The product ‘Social Airmiles’ 3.Our part

13. 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?

14. 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)

15. 3. Creative concept

16. 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

17. 4. Media plan A. Guerrilla commercial ‘reversed graffiti'

18. Also think of a building area…

19. Or bring public transport into action…

20. 4. Media plan B. Kick-off: -from involved ‘offer organisations’ -invitees: offer organisations, reward organisations, youth, press

21. 4. Media plan C. Campaign website

23. 4. Media plan D. Free publicity: press reports, press articles E. Triangle signs: at tram stops F. PR: through town hall and involved organisations

25. 4. Media plan G. Radio: Funx is a hot broadcasting station amongst the youth

26. 4. Mediaplan H. Banner, flyers, school cards, posters…

31. 4. Media plan I. Neighbourhood coaches J. PR actions, academy of music and art academy K. Super respects & press moments L. Evaluation

32. -kick-off -website & on-line -guerilla marketing - events -promotion material -pr/free publicity -campaign means -(outside- and radio) commercials Mar 2009AprilMayJuneJulyAugSepOctNovDecJanFebMarchAprilMayJuneJulyAug. 2010 Concept development Kick-offFinal evaluation

33. 5. Project organisation Steering 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

34. 6. Budget We had € 200.000,-- for 18 months: Biggest items: Develop means and media-purchase (more than € 130.000)

36. But first….Goulash?