EU Communication Plan Final

8/7/2019 EU Communication Plan Final

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WHATS YOUR PIECE?Marketing communication plan

By: Nick Bkkerink 070140Iris Fransen 070951Harm Hensen 070485Dorothee Mezger 070295

Class: 2ME2Teacher: Lisette Heijmans-BontenDate: March 16

th, 2009


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sYourPiece?MarketingCommunicationPlan

nk,IrisFransen,HarmHensen,DorotheeMezger

TABLE OF CONTENTS

Campaign background and summary Page 4PositioningOverview of campaignExpected outcome

Prioritized objectives Page 5

Strategy and tactics Page 5

Creative brief Page 6

Creative execution Page 6

Media recommendations Page 6

Measures for assessing success Page 7

Creative material Page 8

Appendices Page 11Appendix 1: Target groupAppendix 2: Visuals explanation


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Im gonna go home and kill myself. Goodbye friends. The next day Kyle asked me whathappened, Ithoughtyouweregonnakillyourself? Itried.Wenttosleep inmymomscar inthegaragewith theengine turnedon.ThenStanasked:butyoudidntdie?Freakinghybridsman,theyjustdontdothetrickanymore.

E.Cartman,Southpark2008


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CAMPAIGN BACKGROUND AND SUMMARY

These days, the environment starts playing a more important role every single day. You can see it in

our daily life, on television and now even in the car industry. However, 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), but also as safe for their children. Since safety is the top priority in the decision

making process, this is an important factor. The target group understands environmental friendly cars

are better for the environment, but do not act to this (detailed information about the target group can

be found in the appendix).

Overview of campaign

For the campaign a pull strategy will be used and we will work according to the A.I.D.A. formula. This

breaks the entire campaign into four different phases with a red line running through it, which is our

core message. The campaign will take over approximately 1 to 1,5 years, but it will take time for

people to undertake action and therefore this campaign must be seen as a starting point. The slogan

that will be used in every one of our advertisements is: Whats your piece? Different kinds of media

will be used, from internet banners and TV commercials to billboard advertisements and direct mail.

Expected outcome

After this campaign, 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.This can be measured by looking at increases in sales of environmental friendly cars amongst

families, conducting surveys on awareness of environmental issues and cars CO2 emission.


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OBJECTIVES

With our campaign we would like to raise awareness amongst families in the Netherlands of the

environmental issues concerning cars CO2 emission. After this campaign, 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.

Besides that, there must be an increase in intention to buy environmental friendly cars of

approximately 3% within one year of the start of the campaign.

STRATEGY AND TACTICS

In order to achieve the objectives, we will use a pull strategy. There will be a direct focus on the

consumer with advertisements, commercials and direct mail. The pull strategy requires a lot ofadvertising in order to create a great consumer demand for a product. We want to pull the consumers

to the car dealers to buy an environmental friendly car. Another method that will be put into use is the

A.I.D.A. formula. This means that there will be four different phases in the marketing communication

process; awareness, desire, interest and action.

The target group we are aiming at consists of families living in the Netherlands. We chose this target

group, because children copy parents buying behavior easily and therefore parents can influence their

children in buying environmental friendly cars and living environmentally conscious today and in the

future. In 2006, there were approximately 2,5 million family households in the Netherlands and

450.000 one-parent households. Recent research claims that modern parents feel that safety is one ofthe most important criteria in the buying decision, especially when we are talking about traffic

participation (this is seen as the number one of most dangerous situations for children).

When it comes to media usage the modern family is shifting from traditional media usage such as

papers and books to more digital sources, such as television and internet. Electronic media play a

central role within families. Using all this modern media also increases the awareness of critical

thinking and decision making when we look at safety and environmental issues. This also means that

the target group gathers a lot of information, before actually buying a product.

For further information we would like to refer you to appendix 1.


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CREATIVE BRIEF

The core message is that everybody can contribute a part to a healthier environment by driving

green cars. The idea is that more people will live environmentally conscious and will buyenvironmental friendly cars. The parents can pass this message on to their children, so they will live

more environmentally conscious too, generation after generation. 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.

The tone of the campaign will be professional, but also mysterious and creating curiosity. This will be

the best way to aware and influence families in the Netherlands.

We have created a logo that will be seen in every advertisement. The logo is a green heart, made out

of puzzle pieces with the slogan: Whats your piece? This is to let them know that everybody is able

to contribute to a healthier environment, by just giving a piece.

CREATIVE EXECUTION

Awareness phase: Teaser campaign: start with a countdown on television, internet and

billboards (1,5 month).

Interest phase: red and green cars will be spread out everywhere in the Netherlands

with negative and positive effects stated on them (3 months).

Desire phase: Billboards and advertisements which involve a polluted world and a

perfect world. In the television commercials theres a dark world with puzzle pieces falling out

which turn into the perfect world with puzzle pieces coming in (6 months).

Action phase: People will get mail and e-mail with the line: Whats your piece? (1,5

month).

MEDIA RECOMMENDATIONS

80% Advertising:

Billboards; along highways and in city centers throughout the country.

Newspaper ads; ads placed on a weekly basis in De Telegraaf, Algemeen Dagblad, Metro

and Sp!ts, the four largest newspapers.

TV; commercials shown between 7.00 9.00 and 18.00 and 21.00 on all networks. This is

when many families watch television.

Internet; banners placed on websites like www.nu.nl, www.msn.nl and www.jongegezinnen.nl.

Websites which are visited intensely by parents. And of course our own

website: www.whatsyourpiece.nl.

20% Direct mailing:

Every family will receive mail and email via their municipality during the action phase of this

campaign.
http://www.nu.nl/http://www.msn.nl/http://www.jongegezinnen.nl/http://www.whatsyourpiece.nl/http://www.whatsyourpiece.nl/http://www.jongegezinnen.nl/http://www.msn.nl/http://www.nu.nl/


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MEASURES FOR ASSESSING SUCCESS

In order to measure the success of this campaign, 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.

Also the sales of environmental friendly car will be assessed. This will tell more about the action

phase, whether people have put the campaign message into use and therefore we will do this a year

after the campaign is finished.


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CREATIVE MATERIALS

Logo*:

Television screenshot countdown (awareness phase)*:
http://www.eacaeducation.eu/student_competition/library/160/103/TV_Commercial1.jpghttp://www.eacaeducation.eu/student_competition/library/160/103/Logo.jpg


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Television screenshot website*:


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Example of car (interest phase)*:

What
http://www.eacaeducation.eu/student_competition/library/160/103/Car.jpghttp://www.eacaeducation.eu/student_competition/library/160/103/TV_Commercial2.jpg


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Billboard and newspaper advertisement: good and bad future*:

*For detailed descriptions of the visuals please read appendix 2.
http://www.eacaeducation.eu/student_competition/library/160/103/BillBoard.jpg


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APPENDIX 1:TARGET GROUP INFORMATIONThe target group and situation:

We will focus on families within the Netherlands. In 2006, the Netherlands counted approximately 2,5

million family households and 450.000 one-parent households.Because of the many innovations in technology, there are coming more and more media to spread the

word. The modern family is shifting from traditional media usage such as papers and books to more

digital sources such as television and internet. Television is mostly used for entertainment, the hours

per day watching television within the modern family is still increasing. The world wide web is mostly

used as an information source for important matters. The modern family states that they are very

dependent of the internet and mobile phone usage. The usage of modern media increases the

awareness of critical thinking and decision making when we look at safety and environmental issues.

These criteria are more and more important for the modern family. Electronic media play a central role

within the modern family life. One third of the households state that every family participant has his

own television in his room. This means that there are as much televisions as family participants in onehouse.

Recent research claims that modern parents feel that safety is one of the most criteria in the buying

decision. Especially when we are talking about traffic participation, parents of children younger than 1

year find this the most important factor. Traffic participation is seen as the number one of most

dangerous situations for children. Therefore safety is the top priority. Parents of children between 5

and 12 years old state that they want more control on the safety of their children in traffic situations.

Also car usage is stated as an hazardous situation.

Another research states that young families are driving more environmental friendly than their previous

generation. This is caused by their driving behaviour.


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APPENDIX 2:VISUALS EXPLANATIONVisual 1: LogoThe logo consists of a green heart made out of puzzle pieces. These pieces will be seen in everythingthat has to do with the marketing communication campaign. We choose puzzle pieces, because a

puzzle is only made well, when all the pieces fit. This is what we also want to achieve with thecampaign: people should make an effort to make everything fit and to create a better world. Everybodycan contribute their own piece, that is why we also choose the slogan Whats your piece? to makepeople think for themselves. The heart is green, because we are talking about green cars and it is in acircle, because people have to look at themselves, their insides in order to do something.

Visual 2 and 3: Television screenshotsThe first part of the campaign will be very mysterious and curious making. In the media you will onlysee these two visuals, first a clock ticking away time and afterwards the link to a website. On thewebsite will also be the same clock. Nobody will see what it is about, only what you see in these twovisuals.

Visual 4: Car exampleAfter the clock has stopped, throughout the entire Netherlands (at supermarkets, in zoos, etc. placeswhere many families go) cars like these in red and green will be dropped. The green cars will beenvironmental friendly cars and will show sentences as 7,3% CO2 reduction, while the red cars willbe none environmental friendly and will show negative sentences.

Visual 5: Good and bad futureThis visual shows a potential ending for the world. If you use environmental friendly cars, you will

create a perfect puzzle and the world will be beautiful. If you use the red cars, you will not finish the

puzzle and the world will become ugly and horrible.

Documents

EU Communication Plan Final