Embed Size (px)
Citation preview
EUPRIOAWARDSENTRYFORM2016
1
o Institution name (name and website):
Hogeschool van Amsterdam / Amsterdam University of Applied Science:
www.amsterdamuas.com
www.hva.nl
o Contact name (name, email address and telephone number):
Paul Helbing, mail: [email protected], phone: +31-622446681 (AUAS Campaign team: Paul Helbing, Manoek Los, Herlinde Gerrits)
o Project Description: see below. o Appendix: overview of online content
EUPRIOAWARDSENTRYFORM2016
2
Amsterdam University of Applied Sciences AUAS is making a point AUAS is making Amsterdam a better place (Objectives) With over 40,000 students, AUAS is the largest education institution in the Amsterdam metropolitan area. Students can choose from nearly 80 degree programs. But size does not tell the full story. For many businesses and social organizations in the city, AUAS is not the first place that comes to mind when tackling research projects. This is mainly because AUAS is regarded as a teaching institution first and foremost, and not as a knowledge institution. The priorities of applied research within AUAS are little known if at all. Consequently, AUAS students, lecturers and professors are too little involved in city projects and initiatives. In response, AUAS launched a campaign in 2016 to elevate its profile and reputation as a knowledge institution. The goal is to show that AUAS is helping to make Amsterdam a better place and contributing to the development of professional fields. Trendsetters as target group The key target group comprises trendsetters from the Amsterdam metropolitan area. They include employers, artists, designers, scientists, journalists, politicians, government employees, professional athletes and everyone who is helping to create the city’s future. #AUAS is making a point, a transmedia approach (originality) The campaign consists of a constellation of mini campaigns, each highlighting a specific modern-day urban issue, such as ‘Ageing in the city’, ‘Participating in the city’ and ‘Reusing rubbish in the city’. The mini campaigns employ a transmedia approach and are conducted mainly online using social media. Professors, students and lecturers explain how their project helps solve a particular issue. Using their own account on Twitter, Facebook, Instagram and the AUAS website, professors, lecturers and students share stories about their projects. They are the campaign’s storytellers, driven by content and focused on knowledge sharing. In this way the AUAS story develops across multiple forms of media and delivers unique pieces of content in each channel. Digital channels at AUAS form the landing page. Where everything comes together and where you can watch videos about research projects. It refers only and exclusively about content. It is not about promoting AUAS. The campaigns are extended with municipal billboards, advertisements created in cooperation with partners, posters and PR. EXAMPLE, AGING IN THE CITY 24 March 2016: at 3 pm some 350 senior citizens gather at Tuschinski, the oldest and most beautiful Art Deco cinema in Amsterdam. The seniors have been invited here by AUAS to attend a screening of the film Youth by Paolo Sorrentino. The red carpet has been unfurled. The seniors – all dressed to the nines – are being celebrated. After all, everyone should be able to enjoy their old age in the city. AUAS is making a point of facilitating just that. How? By doing applied research into the possibilities of sensor technology, neighborhood care, the experience of the physical living environment, and dozens of other projects, all in Urban Vitality, one of AUAS’s priority areas.
EUPRIOAWARDSENTRYFORM2016
3
This afternoon at Tuschinski marks the launch of the second mini campaign. Amsterdam’s news media is furnished with colorful images of senior citizens at the cinema.
Posters are put up throughout the city, reading ‘Ageing in the city. #point of care’
Amsterdam-based daily Het Parool features advertisements in which AUAS and partners such as the GGD municipal health service and Cordaan, the region’s largest healthcare institution, call on people to have a care for the city’s seniors. AUAS debate Centre Floor hosts a discussion about care for senior citizens, with an introduction by a city councillor. At AUAS, posters and digital monitors zoom in on the qualities that storytellers are applying to their project: passion, commitment, enterprise, perseverance. For six whole weeks, they are the ‘heroes’ of the AUAS community. On the AUAS website seven research projects are high lighted, including videos of elderly people who are involved.
SENIORS MUST STAY (poster, size A1) When senior citizens feel safe and enjoy going outside, they are more likely to get out of the house, get more exercise and maintain their network. To live more comfortably on their own, in other words. Together with the GGD municipal health service, AUAS is researching what this requires. The goal: a senior-friendly city. #POINTOFCARE
EUPRIOAWARDSENTRYFORM2016
4
Building bridges (Creativity and Quality) The creativity and quality of the campaign are defined by the fact that it is a cohesive whole in which:
- Online and offline are combined, harnessing the social networks of students, lecturers and professors, their personal stories and therefore their personal interest. Our own people are the ‘heroes’ of the campaign.
- The power of our own people: students, lecturers and professors of the AUAC also had an important contribution to the development of the communications-strategy. One young alumnus, who recently studied communications at the AUAC, is responsible for the transmedial character of the campaign within the campaign-team.
- External and internal communication are complimentary, showing what AUAS wants to make a point about, and what it is making a point of doing about it.
- Faculties get a platform to present themselves. And, vice versa, a faculty’s priority areas are used to reinforce the institutional reputation.
- AUAS partners (businesses, social and cultural institutions) get ample scope to affiliate themselves with AUAS and the issue.
Budget, resources and cost benefits The campaign results can be evaluated on various dimensions. Internal pride After four mini campaigns it can be said that the overall campaign has a wide base of support within AUAS, from members of the Executive Board to the lecturers and students who contributed to mini campaigns as storytellers. Internal ties The priority areas of applied research – Amsterdam Creative Industries, Urban Management, Urban Technology, Urban Vitality, Urban Education, and Entrepreneurship – transcend faculty boundaries. The campaign is attuned to this and strengthens ties between the faculties and their professors and students. External ambassadors Thirteen partners (businesses, social and cultural institutions) and two city councilors actively participated in four mini campaigns. Reach in Amsterdam The gross reach (reach x contact frequency) is around three million people per mini campaign against 10.000 euro out of pocket costs. The out-of-pocket budget per mini campaign is 10K euro. Coordination costs are 0,4 Fte for four mini campaigns per year.
EUPRIOAWARDSENTRYFORM2016
5
APPENDIX Overview online content: stories, video productions, posts on Twitter and Instagram The website of the campaign is a sub site of the AUAS site. The AUAS site is both in Dutch and English, however the content developed for the campaign is only in Dutch. Below we present all the direct links to the stories, the video productions, posts on Twitter and Instagram to give the jury of EUROPRIO a complete overview of the richness of the campaign. This year AUAS carried out three mini campaigns:
1. Reusing rubbish in the city 2. Aging in the city 3. Start up in the city.
In September 2016 AUAS starts the fourth mini campaign:
4. Participating in the city The home page of the campaign: www.hva.nl/maaktereenpuntvan Mini campaign 1: Reusing rubbish in the city http://www.hva.nl/maaktereenpuntvan/hoezo-hva/de-schone-stad/pijnpunt.html Stories (projects of students, professors, lecturers)
• Circulaire economie, hoe dan en wat dan? http://www.hva.nl/maaktereenpuntvan/hoezo-hva/de-schone-stad/verhalen/doe-mee-met-lokaal-hergebruik/doe-mee-met-lokaal-hergebruik.html
• Van resttextiel tot circulair product http://www.hva.nl/maaktereenpuntvan/hoezo-hva/de-schone-stad/verhalen/resttextiel-stof-tot-nadenken/resttextiel-stof-tot-nadenken.html
• Meubilair van Amsterdams groen http://www.hva.nl/maaktereenpuntvan/hoezo-hva/de-schone-stad/verhalen/meubilair-van-amsterdams-groen/meubilair-van-amsterdams-groen.html
• Hoe maken we de stad schoner? http://www.hva.nl/maaktereenpuntvan/hoezo-hva/de-schone-stad/verhalen/de-veegwagens-kunnen-beter/de-veegwagens-kunnen-beter.html
• Slimme en schone afvalinzameling http://www.hva.nl/maaktereenpuntvan/hoezo-hva/de-schone-stad/verhalen/schoner-en-efficienter-afval-inzamelen/schoner-en-efficienter-afval-inzamelen.html
• Koffiedik als grondstof voor unieke producten http://www.hva.nl/maaktereenpuntvan/hoezo-hva/de-schone-stad/verhalen/ga-koffiedrinken-met-coffee-based/ga-koffiedrinken-met-coffee-based.html
Video productions: https://youtu.be/PNfInb60cTY YouTube channel: https://www.youtube.com/playlist?list=PLqQz5Oy8HYpNglBG06aijWkOiQSUxiwJ7 Hashtag #hergebruikendiezooi
EUPRIOAWARDSENTRYFORM2016
6
• Twitter: https://twitter.com/search?q=%23hergebruikendiezooi&src=typd • Instagram: https://www.instagram.com/explore/tags/hergebruikendiezooi/
Mini campaign 2: Aging in the City http://www.hva.nl/maaktereenpuntvan/hoezo-hva/oud-worden-in-de-stad/oud-worden-in-de-stad.html Stories:
• ‘Vitamine’ voor vitale Amsterdamse ouderen http://www.hva.nl/maaktereenpuntvan/hoezo-hva/oud-worden-in-de-stad/verhalen/vitamine-voor-vitale-amsterdamse-ouderen/vitamine.html
• Juiste zorg op juiste plek http://www.hva.nl/maaktereenpuntvan/hoezo-hva/oud-worden-in-de-stad/verhalen/juiste-zorg-op-juiste-plek/transmuraal.html
• Age-friendly Amsterdam http://www.hva.nl/maaktereenpuntvan/hoezo-hva/oud-worden-in-de-stad/verhalen/age-friendly-amsterdam/age-friendly.html
• Technologie ondersteunt mantelzorgers http://www.hva.nl/maaktereenpuntvan/hoezo-hva/oud-worden-in-de-stad/verhalen/technologie-ondersteunt-mantelzorgers/mantelzorger.html
• Sensoren helpen bij revalidatie http://www.hva.nl/maaktereenpuntvan/hoezo-hva/oud-worden-in-de-stad/verhalen/sensoren-helpen-bij-revalidatie/sensoren.html
• Groen, gezellig en veilig http://www.hva.nl/maaktereenpuntvan/hoezo-hva/oud-worden-in-de-stad/verhalen/groen-gezellig-en-veilig/groen.html
• Meer contact met magisch interactief schilderij http://www.hva.nl/maaktereenpuntvan/hoezo-hva/oud-worden-in-de-stad/verhalen/meer-contact-met-mis/mis.html
Video: https://youtu.be/JTfmuOVmG4E Stories of elderly: https://youtu.be/7skuDoE1Hu0 YouTube channel: https://www.youtube.com/playlist?list=PLqQz5Oy8HYpMhDuBYh7UaptiRU1q00bo7 Event ‘Rode loper uit’: http://www.hva.nl/over-de-hva/nieuws-en-agenda/hva-nieuws/content/2016/03/tuschinski-ouderenmiddag.html Hashtag #puntvanzorg
• Twitter: https://twitter.com/search?q=%23puntvanzorg&src=typd • Instagram: https://www.instagram.com/explore/tags/puntvanzorg/
EUPRIOAWARDSENTRYFORM2016
7
Mini campaign 3: Start up in the City http://www.hva.nl/maaktereenpuntvan/groot-denken-klein-beginnen Stories:
• Wie gaat er wonen in het Wikkelhouse? http://www.hva.nl/maaktereenpuntvan/verhalen/wie-gaat-er-wonen-in-het-wikkelhouse/wikkelhouse.html
• Feedback als epicentrum van succes http://www.hva.nl/maaktereenpuntvan/verhalen/feedback-als-epicentrum-van-succes/feedback-als-epicentrum-van-succes.html
• Ontdek de dromen van Zuidoost http://www.hva.nl/maaktereenpuntvan/verhalen/ontdek-de-dromen-van-zuidoost/ontdek-de-dromen-van-zuidoost.html
• Interactieve reisbelevenis in de taxi http://www.hva.nl/maaktereenpuntvan/verhalen/interactieve-reisbelevenis-in-de-taxi/interactieve-reisbelevenis-in-de-taxi.html
• Wat is het antwoord van retail? http://www.hva.nl/maaktereenpuntvan/verhalen/wat-is-het-antwoord-van-retail/wat-is-het-antwoord-van-retail.html
• Nooit meer lekke fietsbanden http://www.hva.nl/maaktereenpuntvan/verhalen/nooit-meer-lekke-fietsbanden/nooit-meer-lekke-fietsbanden.html
• Missie met een business model http://www.hva.nl/maaktereenpuntvan/verhalen/missie-met-een-business-model/missie-met-een-business-model.html
Video’s: https://youtu.be/UOmJozRMNAw Testimonials entrepreneurs
• Rick Buchter (Wikkelhouse): https://youtu.be/_LEDjw83E0U • Jorn van der Eng (Knownfor): https://youtu.be/JoLMob41VXE • Mariska van Bohemen (Dime): https://youtu.be/Ho4TezWYL5M • Tom van Bokhoven (Greenclaim): https://youtu.be/0GjXLU0lzUc • Pieter Bosschaart (Mr.Prezident & Fresqo): https://youtu.be/YaGudz4w9Ec • Berit Gunderson (Berit Sportconcepts): https://youtu.be/NgxvQK7Fd80 • Sanne Koopman (RegelSammy): https://youtu.be/Cr73uRE49Ug • Kim Oostendorp (Mindswitch): https://youtu.be/XN0UX33Ux6s • Louaie El Rowidi (Cabture): https://youtu.be/uk6uQqJlpRA
Hashtag #startpunthva • Twitter: https://twitter.com/search?q=%23startpunthva&src=typd • Instagram: https://www.instagram.com/explore/tags/startpunthva/
De HvA maakt er een punt van.AUAS is making a point.
HvA
Paul Helbing, directeur Communicatie
Productie: Herlinde Gerrits,
Annemieke Brackel, Manoek Los
Concept: Astrid van den Berg en
Ronald Schepers (Wit Communicatie)
Transmediale aanpak: Valerie Boersma
Vormgeving: Beautiful Minds
AUAS
Paul Helbing, Director of Communications
Production: Herlinde Gerrits,
Annemieke Brackel, Manoek Los
Concept: Astrid van den Berg and
Ronald Schepers (Wit Communicatie)
Transmedia approach: Valerie Boersma
Design: Beautiful Minds
HvA staat letterlijk en figuurlijk midden in de stad. Amsterdam is onze kweek-vijver, leerschool, marktplaats,laboratorium en inspiratiebron.
Amsterdam University of Applied Sciences (AUAS) is at the heart of the city, both literally and figuratively. Amsterdam is our incubator, school, marketplace, laboratory and source of inspiration.
p.03
Poster: Amsterdam University of Applied Sciences#POINT OF CAREAGEING IN THE CITYHow? hva.nl
p.05 De belangrijkste ontwikkelingen vinden
plaats in steden. Dit geldt zeker voor
Amsterdam, met zijn diversiteit aan
mensen, internationaal georiënteerde
bedrijven en onderzoeksinstellingen en
zijn culturele klimaat gericht op vernieu-
wing. Onze studenten, alumni, docenten
en lectoren kom je overal tegen. Vooral
op plekken waar ideeën in de praktijk
worden gebracht. Waar denken en doen
samen komen. Met een veelzijdig aanbod
aan onderwijs en onderzoek dragen wij
bij aan verbetering van de Amsterdamse
praktijk.
The most important developments take
place in cities. That is certainly true for
Amsterdam, with its diverse population,
internationally-oriented businesses and
research institutions, and cultural climate
focused on innovation. You can find our
students, alumni, lecturers and profes-
sors everywhere, and especially in places
where ideas are being put into practice;
where thinking and doing converge.
AUAS is helping to make Amsterdam a
better place, with a multifaceted range
of education and research.
Mini campaign number 1: Students pasted stickers on garbage in the streets of Amsterdam
#PAINFULL POINT REUSE RUBBISH AUAS is making a point
p.07
De HvA is met ruim 40.000 studenten
de grootste onderwijsinstelling van de
metropool Amsterdam. Studenten kunnen
kiezen uit bijna 80 opleidingen.
Maar grootte zegt niet alles. De HvA is
bij veel bedrijven en maatschappelijke
organisaties in de stad niet ‘top of mind’
als het gaat om het oppaken van
onderzoeksprojecten. De belangrijkste
reden is dat de HvA vooral wordt gezien
als onderwijsinstelling en niet als
kennisinstelling. De speerpunten van het
praktijkgerichte onderzoek binnen de
HvA zijn niet of nauwelijks bekend.
Studenten, lectoren en docenten willen
meer betrokken worden bij projecten en
initiatieven in de stad.
De HvA is daarom in 2016 een campagne
gestart om de bekendheid en de
reputatie als kennisinstelling te verhogen.
Om te laten zien: HvA draagt bij aan het
verbeteren van de Amsterdamse praktijk
en aan de ontwikkeling van het
beroepenveld.
With over 40,000 students, AUAS is
the largest education institution in the
Amsterdam metropolitan area. Students
can choose from nearly 80 degree
programs. But size does not tell the full
story. For many businesses and social
organizations in the city, AUAS is not
the first place that comes to mind when
tackling research projects. This is mainly
because AUAS is regarded as a teaching
institution first and foremost, and not as
a knowledge institution. The priorities of
applied research within AUAS are little
known if at all. Consequently, AUAS
students, lecturers and professors want
to be more involved in main city projects
and initiatives.
In response, AUAS launched a campaign
in 2016 to elevate its profile and
reputation as a knowledge institution.
The goal is to show that AUAS is helping
to make Amsterdam a better place and
contributing to the development of
professional fields.
De HvA verbetert de Amsterdamse praktijk. AUAS is making Amsterdam a better place.
Poster: Amsterdam University of Applied Sciences#POINT OF CAREAGEING IN THE CITYHow? hva.nl
p.09
De belangrijkste doelgroep bestaat uit de smaakmakers van de metropool Amsterdam. Dit zijn ondernemers, kunstenaars, ontwerpers, wetenschap-pers, journalisten, politici, ambtenaren, topsporters en iedereen die werkt aan de toekomst van de stad.
The key target group comprises
trendsetters from the Amsterdam
metropolitan area. They include
employers, artists, designers, scientists,
journalists, politicians, government
employees, professional athletes and
everyone who is helping to create
the city’s future.
Smaakmakers als doelgroep.Trendsetters as targer group.
Screenshot Youtube movie: KAJSA OLLONGREN
City councillor/deputy mayorAmsterdam
Poster: Amsterdam University of Applied Sciences
FLAT NO MORE! WITH KEVIN AND NEIL’S ENERGY
How? hva.nl
p.11
De campagne is opgebouwd uit
minicampagnes, waarin telkens een ander
actueel, grootstedelijk vraagstuk centraal
staat, bijvoorbeeld ‘Ouder worden in de
stad’, ‘Meedoen in de stad’ en ‘Afval-
hergebruik in de stad’. De minicampagnes
hebben een transmediale aanpak.
Lectoren, studenten en docenten vertellen
hoe hun project bijdraagt aan het
oplossen van een specifiek vraagstuk.
Zij zijn de storytellers van de campagne.
Voor hen gaat het om de inhoud en het
delen van kennis. Ze gebruiken hiervoor
hun eigen sociale media: Twitter,
Facebook, Instagram. Zo wordt het
HvA-verhaal op verschillende manieren
verteld, waarbij de inhoud is afgestemd
op het gebruikte communi-catiekanaal.
De HvA-website wordt hierbij als
‘landingspagina’ gebruikt. Hier komen
alle verhalen bij elkaar en kan men video’s
bekijken over de onderzoeksprojecten.
De inhoud staat centraal en niet het
promoten van de HvA.
De campagnes worden ondersteund door
gemeentelijke billboards, advertenties die
in samen- werking met partners worden
gemaakt, posters en PR.
The campaign consists of a constella-
tion of mini campaigns, each highligh-
ting a specific modern-day urban issue,
such as ‘Ageing in the city’, ‘Participa-
ting in the city’ and ‘Reusing rubbish in
the city’. The mini campaigns employ a
transmedia approach and are conducted
mainly online using social media.
Professors, students and lecturers explain
how their project helps solve a particular
issue. Using Twitter, Facebook, Instagram
and the AUAS website, they share stories
about their projects. They are the
campaign’s storytellers, driven by
content and focused on knowledge
sharing. In this way the AUAS story
develops across multiple forms of media
and delivers unique pieces of content in
each channel. Digital channels at AUAS
form the landing page. Where everything
comes together and where you can
watch videos about research projects.
It refers only and exclusively about
content. It is not about promoting
AUAS.
The campaigns are extended with
municipal billboards, advertisements
created in cooperation with partners,
posters and PR.
Transmediaal.Transmedia.
Posters: Amsterdam University of Applied Sciences ZUIDOOST ENRICHES THE CITY WITH NURIA’S CONVICTIONHow? hva.nl
Amsterdam University of Applied SciencesTABLETS IN THE TAXI WITH LOUAIE’S SPIRITHow? hva.nl
p.13
24 maart 2016. Rond 15.00 uur
verzamelen zich zo’n 350 senioren bij
Tuschinski, de oudste en mooiste Art Deco
bioscoop van Amsterdam. De ouderen zijn
hier op uitnodiging van de HvA om samen
naar de film Youth van Paolo Sorrentino
te kijken. De rode loper is uitgerold.
De ouderen – allemaal op hun mooist
gekleed - worden in het zonnetje gezet.
Want iedereen moet op een goede
manier ouder kunnen worden in de stad.
Daar maakt de HvA een punt van.
Hoe? Door praktijkonderzoek te doen
naar de mogelijkheden van sensortech-
nologie, buurtzorg, de beleving van de
fysieke leefomgeving en tientallen andere
projecten. Urban Vitality is één van
speerpunten van de HvA.
24 March 2016: at 3 pm some 350
senior citizens gather at Tuschinski, the
oldest and most beautiful Art Deco
cinema in Amsterdam. The seniors have
been invited here by AUAS to attend a
screening of the film Youth by Paolo
Sorrentino. The red carpet has been
unfurled. The seniors – all dressed to the
nines – are being celebrated. After all,
everyone should be able to enjoy their
old age in the city. AUAS is making
a point of facilitating just that.
How? By doing applied research into
the possibilities of sensor technology,
neighbourhood care, the experience
of the physical living environment, and
dozens of other projects, all in Urban
Vitality, one of AUAS’s priority areas.
#HvA maakte er een punt van.#AUAS is making a point.
Event: 350 senior citizens
gather at Tuschinski.
p.15 De middag in Tuschinski is de start van
de tweede minicampagne. De journalis-
tieke media in Amsterdam worden
bediend met kleurrijke beelden van
ouderen in de bioscoop.
Via Twitter, Facebook, Instagram en de
site van de HvA vertellen de lectoren,
docenten en studenten verhalen over hun
projecten.
In de stad hangen posters:
Ouder worden in de stad.
#puntvanzorg
In het Parool, de krant van en voor
Amsterdam, staan advertenties waarin de
HvA samen met partners als de Gemeen-
telijke Gezondheidsdienst en Cordaan
(de grootste zorginstelling van de regio)
oproept zorg te dragen voor de ouderen
in de stad.
In Floor, het debatcentrum van de HvA,
vindt een discussie plaats over zorg aan
ouderen, ingeleid door de wethouder.
Binnen de HvA hangen posters en digitale
schermen waarop we zien met welke
kwaliteit de storytellers aan hun project
werken: passie, inzet, ondernemerschap,
doorzettingsvermogen. Zes weken lang
zijn zij de ‘helden’ van de HvA community.
This afternoon at Tuschinski marks the
launch of the second mini campaign.
Amsterdam’s news media is furnished
with colourful images of senior citizens
at the cinema.
Using Twitter, Facebook, Instagram and
the AUAS website, professors, lecturers
and students share stories about their
projects.
Posters are put up throughout the city,
reading ‘Ageing in the city.
#point of care’
Amsterdam-based daily Het Parool
features advertisements in which AUAS
and partners such as the GGD municipal
health service and Cordaan, the region’s
largest healthcare institution, call on
people to have a care for the city’s
seniors.
AUAS debate centre Floor hosts a
discussion about care for senior citizens,
with an introduction by a city councillor.
At AUAS, posters and digital monitors
zoom in on the qualities that storytellers
are applying to their project: passion,
commitment, enterprise, perseverance.
For six whole weeks, they are the
‘heroes’ of the AUAS community.
Twitterscreenshots: - Thanks for lively debate! #pointofcare #auas- Check out photos of the #AUAS film event for sprightly #seniors here. So fun! #pointofcare Advertisements Parool: Amsterdam University of Applied SciencesSENIORS MUST STAYWhen senior citizens feel safe and enjoy going outside, they are more likely to get out of the house, get more exercise and maintain their network. To live more comfortably on their own, in other words. Together with the GGD municipal health service, AUAS is researching what this requires. The goal: a senior-friendly city. #POINTOFCARE
p.17
De creativiteit en de kwaliteit van de
campagne wordt bepaald door het feit
dat in één campagne:
• Onze mensen zijn de ‘helden’ van de
campagne.
• Online en offline worden gecombi-
neerd, waarbij gebruik wordt gemaakt
van de sociale netwerken van studenten,
docenten en lectoren, uitgaande van hun
eigen verhaal en dus hun eigen belang.
• Externe en interne communicatie
complementair zijn. Hierin tonen we de
voor- en achterkant van het gegeven
dat HvA er er een punt van maakt.
• Ruimte wordt gemaakt voor de
faculteiten om zich te profileren.
En andersom: de speerpunten van
een faculteit worden gebruikt om de
corporate reputatie te versterken.
• Ruimte wordt geboden aan partners van
de HvA (bedrijven, maatschappelijke en
culturele instellingen) om zich aan de
HvA en het thema te verbinden.
• De kracht van onze mensen.
Studenten, lectoren en docenten hebben
een belangrijke bijdrage geleverd aan
de ontwikkeling van de communicatie-
strategie. Een recent afgestuurde
HvA-alumnus Communicatie was lid van
het campagneteam en verantwoordelijk
voor de transmediale benadering.
The creativity and quality of the
campaign are defined by the fact
that it is a cohesive whole in which:
- Our own people are the ‘heroes’
of the campaign.
- Online and offline are combined,
harnessing the social networks of
students, lecturers and professors,
their personal stories and therefore
their personal interest.
- External and internal communication
are complimentary, showing what AUAS
wants to make a point about, and what
it is making a point of doing about it.
- Faculties get a platform to present
themselves. And, vice versa, a faculty’s
priority areas are used to reinforce the
institutional reputation.
- AUAS partners (businesses, social and
cultural institutions) get ample scope to
affiliate themselves with AUAS and the
issue.
- The power of our own people:students,
lecturers and professors of the AUAC
also had an important contribution
to the development of the
communications-strategy. One young
alumnus, who recently studied commu-
nications at the AUAC, is responsible
for the transmedial character of the
campaign within the campaign-team.
Bruggen bouwen.Building bridges.
Posters: Amsterdam University of Applied Sciences
RESEARCH ON FUNCTION RECOVERY WITH JESSE’S PASSIONHow? hva.nl
Amsterdam University of Applied Sciences CARING FOR FAMILY CAREGIVERS WITH LILIAN’S ATTENTIVENESS
How? hva.nl
De resultaten van de campagne kunnen
op verschillende aspecten beoordeeld
worden.
Internal proud
Na 4 minicampagnes kan worden gesteld
dat de campagne binnen de de HvA een
breed draagvlak heeft, van de leden van
het CvB tot de docenten en studenten die
als storytellers aan een minicampagne
hebben bijgedragen.
Interne verbinding
De speerpunten van het praktijkgerichte
onderzoek: Amsterdam Creative
Industries, Urban Management, Urban
Technology, Urban Vitalit Urban Education
en Ondernemerschap. gaan over de
grenzen van de faculteiten heen.
De campagne sluit hierop aan en vesterkt
de verbindingen tussen de faculteiten en
hun lectoren en studenten.
External ambassadeurs
In 4 minicampagnes hebben 13 partners
(bedrijven, maatschappelijke en culturele
instellingen) en 2 wethouders een actieve
bijdrage geleverd.
Bereik in Amsterdam
Het bruto bereik (bereik x contact-
frequentie) ligt rond de 3 miljoen
per minicampagne.
The campaign results can be evaluated
on various dimensions.
Internal pride
After four mini campaigns it can be said
that the overall campaign has a wide
base of support within AUAS, from
members of the Executive Board to the
lecturers and students who contributed
to mini campaigns as storytellers.
Internal ties
The priority areas of applied research –
Amsterdam Creative Industries, Urban
Management, Urban Technology, Urban
Vitality, Urban Education, and Entrepre-
neurship – transcend faculty boundaries.
The campaign is attuned to this and
strengthens ties between the faculties
and their professors and students.
External ambassadors
Thirteen partners (businesses, social
and cultural institutions) and two city
councillors actively participated in four
mini campaigns.
Reach in Amsterdam
The gross reach (reach x contact
frequency) is around three million
people per mini campaign.
De resultaten.The results.
