Block 2 - Project - Campaign Plan FINAL

CAMPAIGN PLAN –

GROUP 4

The future is green

energy, sustainability,

renewable energy. -

Arnold Schwarzenegger

Inga Hein: 323778

Anne Rietveld: 328196

Sukunchai Sukhant: 322062

Bogomila Vasileva: 315970

Pieter Wolven: 321281

Class: IVC2D

Word count: 6213

CAMPAIGN PLAN – GROUP 4

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Executive summary

From the research done in the previous block, it became clear that the target group was well

informed on renewable energy. However, the case was that the target group believes that

renewable energy is expensive and that they are unaware of the subsidies available. Based

on the differentiation within the target groups, the campaign is designed to be

understandable for everyone. The main channel is Facebook and next to that the campaign

focusses on the newspaper Dagblad van het Noorden and posters in the living area of the

target group.

The communication objective for the whole campaign is:

Implementing a campaign with a duration of 6 months, that convinces VVE’s in the North of

The Netherlands that sustainable energy is affordable, by using various local media channels,

to communicate that Enshared will help with the process of becoming more sustainable,

with the aim that 3% of these VVE’s will contacted Enshared to get information on switching

to sustainable energy by September 2016.

The message that the campaign will bring across is that sustainable energy is affordable and

this message returns in every media channel used for this campaign. The campaign will last

for 6 months because it is proven that a campaign is most successful within this time frame.

The different media channels are all connected with each other. On the posters there will be

the link of the website of Enshared and a QR-code which the target group can scan with their

mobile devices that will direct them to Enshared’s Facebook-page. On this Facebook-page

the target group can find more information on subsidies. The subsidies will be highlighted a

lot in this campaign in order to make the target group aware of what opportunities and

possibilities they have to switch to sustainable energy. The posters will all contain a different

role model to show that it can be anyone that switches to sustainable energy. 3 different

posters were created that can be switched during the 6 months, so it stays attention

grabbing. The role models on the posters will be a man, a woman and a family. The

newspaper advertisement and the articles are used as an informative tool, to give the target

group some more information about switching to sustainable energy. This will help building

brand awareness towards Enshared.

Measurements of the campaign will be done before the campaign will start, during the

campaign and after the campaign. This is done to give an overview of the campaign, the

effectiveness and how many people it actually reached. The plan is to launch the campaign

in April 2016 and will end in September 2016.


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If all the media channels are agreed upon to be used, the average costs of the campaign will

be €72.666,- for the whole period of 6 months. This budget can vary, depending on changes

made for the advertisements or when getting discounts.


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Table of Contents

Executive summary ................................................................................................................................. 1

Chapter 1 - Introduction .......................................................................................................................... 5

Chapter 2 – Advertising strategy ............................................................................................................. 6

2.1 Target group .............................................................................................................................. 6

2.2 Communication objective and Communication goal ................................................................ 6

2.3 The message strategy ................................................................................................................ 7

Chapter 3 - Creative strategy .................................................................................................................. 8

Chapter 4 - Media strategy .................................................................................................................... 11

4.1 Overview of the media used ................................................................................................... 11

4.2 Duration ................................................................................................................................... 12

4.3 Frequency ................................................................................................................................ 13

Chapter 5 - Campaign Evaluation .......................................................................................................... 16

5.1 Pre-testing measurement ............................................................................................................ 16

5.1.1 Internal evaluation ............................................................................................................... 16

5.2 Post-testing evaluation ................................................................................................................ 16

5.2.1 Exposure measurement ....................................................................................................... 17

5.2.3 Behaviour measurement ...................................................................................................... 17

Chapter 6 – Implementation ................................................................................................................. 18

6.1 Planning ....................................................................................................................................... 18

Milestones of the Implementation part ........................................................................................ 19

6.2 Budget ......................................................................................................................................... 20

Posters ........................................................................................................................................... 20

Newspaper .................................................................................................................................... 20

Social Media .................................................................................................................................. 21

Total Costs ..................................................................................................................................... 21

Appendices ............................................................................................................................................ 22

Creative Brief ................................................................................................................................. 22

Mood board ................................................................................................................................... 24

Media ................................................................................................................................................. 25

Poster 1 .......................................................................................................................................... 26

Poster 2 .......................................................................................................................................... 27

Poster 3 .......................................................................................................................................... 28

Advertisements for Newspaper and Facebook ................................................................................. 29

1. Newspaper ................................................................................................................................. 29


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2. Facebook ................................................................................................................................... 30

Facebook page ................................................................................................................................... 30

Newspaperarticle .............................................................................................................................. 34

Reference List ........................................................................................................................................ 35


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Chapter 1 - Introduction

This project focuses on a campaign concept for the external client - Enshared. The designed

and developed campaign is meant to build a relevant connection with the target group, as

well as presenting the unique idea in a catchy and accessible way. Based on the research

conducted in the previous project, the communication problem of Enshared was revealed

and therefore a campaign plan is presented, and the calculated budget to implement the

concept, will be a crucial factor for achieving the communication goal. The strategy of

Enshared is to build brand awareness among the target group and help with the

implementation of renewable energy and give advice. Since the main obstacle to overcome

is the thought that using sustainable energy is too expensive, the campaign emphasises on

the subsidies that are available and that there are a lot of benefits for them.

In the following chapters the campaign will be explained further in depth. The first chapter

of the Campaign Plan will elaborate on the target group and their needs in order to know

how they have to be targeted. The goal of the strategy will be described as well. Next to

that, the channels used will be described in order to reach the target group with success.

Chapter 2 will explain the creative strategy in more details, meaning the message that will be

spread across and what the importance of this campaign is. Furthermore in Chapter 3 the

media types, the duration and frequency are explained in detail. The next chapter focuses

on describing the Campaign evaluation, which are the measurements to measure the

success of the campaign before and after launching the campaign. Chapter 5 is the final part

of the Campaign Plan and it will state the Implementation Plan and the planned Budget that

is needed.


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Chapter 2 – Advertising strategy

The first chapter shortly presents the most important information about the target group and will

describe the communication objective and goal as well as the media strategy.

2.1 Target group

The target group of this campaign are the members of private VVE’s in the North in the

Netherlands. This contains the provinces of Groningen, Drenthe and Friesland.

After doing research about the target group, by interviewing a member of the VVE´s and

sending out a survey, it was clear that the main obstacle of them switching to using

sustainable energy is not that they are uninformed. Because they said that they already have

some background knowledge, but that could and should be improved with the campaign as

well. The main obstacle is that they believe switching to renewable energy is too expensive.

Therefore the campaign will be built around this obstacle to overcome them.

Based on the broad age group and the different workplaces, it is necessary that the

campaign is easily understandable for everyone. Results from the research showed that

Facebook is the most frequently used channel and therefore a Facebook page from Enshared

will be the main channel to focus on with the campaign.

Further it is known that the whole target group has access to free local newspapers, which

are delivered to their homes. Using newspaper as a medium could therefore be really

effective to use, as the potential clients do not have to make a lot of effort to receive the

information.

And even though the members already say they are informed about the topic of sustainable

energy it is not clear how in depth their background knowledge is. Therefore it is useful to

use newspaper articles to inform all of them, so that they will be on the same level with their

background knowledge and they will realise how important switching is.

2.2 Communication objective and Communication goal

The communication objective of the campaign is to make the members of the VVE´s in the

North of the Netherlands aware that becoming sustainable and using solar panels is not as

expensive as many expect. And that with the help of Enshared the process will be easier for

them than trying to do it on their own.

To support the communication objective the campaign will use Loans from the Gemeente

Groningen, because a VVE, that has at least 10 apartments within the building, can borrow a


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minimum of 25.000 Euros up to 5.000.000 Euros for changing to become more sustainable.

Implementing a campaign with a duration of 6 months, that convinces VVE’s in the North of

The Netherlands that sustainable energy is affordable, by using various local media channels,

to communicate that Enshared will help with the process of becoming more sustainable,

with the aim that 3% of these VVE’s will contacted Enshared to get information on switching

to sustainable energy by September 2016.

2.3 The message strategy

The message that the campaign will bring across is: “Sustainable energy is affordable and

switching now is important as it will be beneficial for them and the environment”

To communicate the message the campaign uses three different channels, which are a

combination of online and offline channels and the channels will work together to create a

cross media campaign. The channels are the local newspaper, Posters and Facebook as the

main channel, but the other channels are used to inform and create awareness.


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Chapter 3 - Creative strategy

In this Chapter, the creative strategy is presented – the creative idea and how the message

will be spread across, in order to reach the target audience.

The general idea is to convince the target audience that sustainable energy is the better

solution for everyone as well as affordable. They have to realize that becoming more

sustainable actually will bring them long-term benefits and by investing once they will have

reliable returns in the future. That is why, it is essential for the target group to establish

awareness about how beneficial and important it is for the members of the VVE´s to become

sustainable. Consequently it is highly important that the message will reach the target group

sufficiently. To assure that, the message will be spread through Facebook, a local newspaper

and posters. These are the most preferable and used ways for reaching the target group and

the most affordable ways for the company, which is as well very important to keep in mind.

Radio and TV advertising were also considered as an option, but being put aside for now

because by using Facebook, the newspaper and posters the effect of reaching the target

group will be greater, for the reason that the broad age group within the target group is

considered to be covered.

The main issue of the target group to overcome is their belief that sustainable energy is very

expensive and they cannot afford it. Even though, the survey showed that they are highly

interested in renewable energy, the members are not aware of the possibilities they have to

afford switching to sustainable energy now, so this might be the general impediments and

obstacles. Therefore, the creative idea focusses on changing the preliminary beliefs and

showing the long-term benefits of becoming “green”. Considering the issue of the target

group, the message of the posters will be used to catch their attention and get them into

thinking that generating sustainable energy is extremely important. The QR–code will then

bring them to the Facebook page of Enshared, where many different things related to

sustainable energy or Enshared will be posted, but it will also highlight the possibilities of

subsidies, which they can get from the government. By highlighting the subsidies, as well as

the importance of switching to renewable energy besides the other benefits, the intentions

of the target group might be stimulated into an actual change in behaviour towards using

sustainable energy. Hence, the message will be catchy for the target group and it might

change their overall opinion about sustainable energy and how beneficial it is.

The idea about outlining that sustainable energy is actually affordable is motivated mostly by

the survey and the interview. Most of the potential clients are interested in becoming

sustainable, but they still did not take any actions due to a lack of knowledge. Therefore, by

using Facebook, the newspaper and the posters the target group can get informed about the

subsidies and the benefits of sustainable energy. Another consideration which must be taken

into account is the actual implementation of the goal of becoming sustainable. The target


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group needs to be guided on how they can manage to achieve the desired behaviour,

therefore the channels will, besides informing them better, also create awareness for

Enshared.

The rational appeal is used in order to support the creative idea. The practical and functional

advantages of becoming more sustainable are provided in the message, which are the crucial

factors that the target group has to be aware of. The topic of energy should be considered as

a necessity of life, hence it essential to present reasonable arguments in order to convince

the target group about how important and beneficial it is for them to become sustainable.

The media types that are created are based on the moodboard which was created for the

campaign. The colours and the theme of the moodboard return in the posters and the

advertisements. (Appendix)

Due to the usage of the persuasive technique called “Use of messenger – Role model” the

posters will show ordinary people, like you and me, who will communicate that sustainable

energy is affordable and beneficial. The idea is to create friendly and catchy posters, which

also incorporate a QR-code to guide them to the Facebook page of Enshared. On the

Facebook page they will be able to get a lot of information about sustainable energy and the

company as well.

To have catchy posters the message will be “Solar panels are cheaper than I thought” or

“With solar panels we created a better future for our kids”, as this will help to catch the

attention of the target group, because these sayings antagonize against the current thoughts

that they have.

But the posters are not only created with one persuasive technique, instead, in order to

persuade the target audience and grab their attention, the posters will combine different

persuasive and intervention techniques. The techniques which are used in order to have a

higher impact on the target group are, as mentioned before, the use of Messenger – Role

model, but also the Implementation Intention and the Simulative Nudge. By applying the

technique `Use of Messenger- Role model´, the main issue of the target group, which is the

affordability of sustainable energy will be addressed. The idea behind using ordinary people,

instead of celebrities, will show the target group that sustainable energy can be used by

every single person, no matter what social status they have.

However the target group consist of many different people with a different social status and

the role model might not fully represent every one of them and their status, but the idea

behind this technique is to pave a way to the general issue of the affordability of solar

panels. To make sure to still catch as many of the target group as possible, different posters

should be created. The first example poster represent a normal guy who says “Together we

are better with the help from Enshared”, this will in most instances catch more of the

menfolk. (Appendix)

The second poster, on the other hand, shows a Chinese woman, who says “Solar panels are


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cheaper than I thought”. With this poster more of the females will feel addressed. But this

poster is special, as it also considers the different cultural backgrounds. (Apendix)

Lastly, the third example poster is created to catch the families living in the VVE´s, as it

represents a Family who says “With solar panels we created a better future for our kids”

(Appendix)

The words written on one of the posters “Together we are better with the help from

Enshared” are representing the persuasive technique called Implementation Intention.

By using this technique the poster does not say directly how to switch to using solar panels,

but it lends the trust to the target group that they know what to do, to change to the desired

behaviour. This means that they will want to find out more about Enshared and the work

they do, which can be done by using the QR-code or going to the website.

The last technique used is the use of a Simulative Nudge, which is implemented on the

posters by the QR–code. The QR- code will guide the target group in the right direction to

find out more information about the company and sustainable energy.

By applying these techniques the chance for persuading the target group is very high, so

therefore the message is considered as catchy.

As mentioned before the Facebook page will be often updated with new and reliable

information about sustainable energy, as well as the services provided by Enshared. Using

Facebook as a tool for spreading the message out, people can stay up to date and always

learn more interesting things.

An example of the Facebook page and posts can be found in the appendix.

The local newspaper is considered as an informative tool. The written articles will help the

target group to gain in depth knowledge regarding sustainable energy, its benefits and why it

is the best to switch to generating sustainable energy. (Appendix)

The advertisement besides the article will then also help to make a link between sustainable

energy and Enshared.

Two different advertisements were created for the newspaper and for Facebook. Whereas

the newspaper advertisement is kept simple, the Facebook advertisement is more colourful,

to make sure it attract the attention of the target group. (Appendix)

The advertisements, both for the newspaper and for Facebook, will only advertise Enshared.

To sum the media types up, it shows that the posters are the most important part of the

creative idea to be catchy and to actually grab the attention of the target group. As seeing

them is the start to change their behaviour and mind.


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Chapter 4 - Media strategy

This chapter describes the channels and media used in the campaign. Also the duration and

frequency of displaying the advertisements are explained.

4.1 Overview of the media used

The campaign will use three different media types, which are online as well as offline media

channels.

The first channel is an offline channel as it will be the print media. The Dagblad van het

Noorden is with 35% the newspaper that people, living in the North of the Netherlands, read

the most. (Mediagroep, 2013)

The plan is to publish various articles over a time period, which will help to inform as many

members of the VVE´s as possible, about sustainable energy, but also about the benefits and

importance of switching to using sustainable energy now. Placed next to the articles will be

advertisements from Enshared, which will also be linked to within the article.

The next media that will be used are posters, which will be placed in the area where the

VVE´s are located, mainly Groningen, Drenthe and Friesland. The posters are used to attract

the people and get them into starting to think differently about sustainable energy. On the

other hand people, who read the articles about sustainable energy in the newspaper before

seeing the posters, will be reminded of the topic and its importance again. And the last task

of the posters is to bring the target group to the Facebook page of Enshared. This link is

done by a QR code placed on the poster, which the target group can scan and then they will

automatically be transferred to the Facebook page.

The Facebook page is the last media that the campaign focuses on. On Enshared´s Facebook

page there will be different posts about sustainable energy, the subsidies available, about

Enshared itself or anything else related to the topic or of importance for the target group

and also Enshared. Furthermore videos, pictures, events and infographics will be posted on

their page. Correspondingly advertisements on Facebook will be used to support the

campaign.

By using these three media types and focusing on online as well as offline channels there is a

higher guarantee that as many members as possible are going to see the advertisements of

Enshared. Considering the broad age group of the target group, these three media types will

target young as well as older members of the VVE´s.

Besides in relation to the communication goal these three media channels will contribute

the best to convince 3% of the VVE members to switch to sustainable energy generation

until September 2016. Because some older people might not have Facebook, therefore they

are more likely to be targeted with the newspaper articles and then they will be reminded

again by the posters. Whereas younger people might not read the newspaper articles, but


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instead will see the posters, when standing at the bus stop, for example. Then they scan the

QR code and will be assigned to the Facebook page, where they will be informed about the

topic and Enshared as well.

These three types of media in combination will assure the highest results, because it

combines offline and online media and the posters will guarantee to remind them of

Enshared, whenever they are out.

4.2 Duration

The campaigns duration will be six months, as research shows this length is needed to

achieve the best results. (Martin, 2012)

The reason to run the campaign for six months is based on various articles found, that at

least six months are useful to achieve the best results. Simply because it will take time to

attract as many of the members of the VVE´s as possible and to actually get them to realising

that sustainable energy is affordable and the sooner they switch the better it is.

Since the goal is to get at least 3% of the VVE members to switching to generating energy

from renewable sources, the campaign timeline needs to make sure it targets as many as

possible.

Even through the three different types of media also contribute to reaching out to as many

members as possible, the duration is also highly important, because people need time to

change their behaviour, it is nothing that will happen overnight. So by constantly displaying

all the different kind of advertisements and over the time frame, the members will

constantly see the campaign and remember it. And in the end by getting well informed they

are more likely to change their behaviour.

The main advertising and activities will be placed in the beginning, when launching the

campaign, to attract as many members of the VVE´s as possible. The amount of advertising

will be reduced or changed over time to make sure the campaign does not result in a wear

out effect. This is based on the “Mere Exposure” technique, which says that the more often

you see an advertisement the more you like it. (Andrews, 2014) When the advertisement is

seen in a positive way it is called wear-in effect, but if the add was exposed to often it results

in a negative wear-out effect.


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Media channel Duration How often

Facebook 6 months Amount of posts will be

reduced towards the end

Newspaper 3 months Every Saturday

Newspaper advertisements 6 months Every Tuesday, Thursday &

Saturday

Posters 6 months Everyday

Facebook advertisement 6 months Everyday

4.3 Frequency

As already mentioned in the part above the duration of the campaign will be six months.

The newspaper articles on the other hand will only be running for the first three months but

during these first 3 months they will be like a newspaper column. The task of the column is

to mostly inform the members and will be published every Saturday.

The advertisements in the Dagbald van het Noorden will be displayed every Tuesday,

Thursday and Saturday. The ad on Saturday will be placed besides the article to create a

connection between the article and Enshared.

The poster´s will be up for the entire six months, but the design and places of the posters

will be switched up during the six months to make sure they will attract the target group

over the long time, instead of them ignoring the posters after a short amount of time,

because they think they saw it already, which is meant by the wear out effect.

For that reason will the posters be changed after 3 months, which means 6 posters in total

need to be created.

The Facebook page is the main media where the frequency will change over the six months.

At the beginning there has to be a lot going on the page, because more people will look at it.

In the first two month Enshared will post something every second day, the post can vary

from articles, their website, videos, updates about their offers or events that are in relation

to the topic of sustainability. The amount of post will be reduced over the six months, so

that in the end they will post 2-3 posts during the week, which can and should be continued


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after the campaign is over.

Whereas the amount of ads on Facebook will stay the same over the six months.

This is an example social media calendar for the first month of the Campaign. It can be used

as a guideline to create the posts for the Facebook page.

APRIL 2016


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The reason why the newspaper column will only be for the first three months, is because the

articles are used to properly inform the members of the importance and affordability of

sustainable energy. They are used to create a background knowledge. The posters on the

other hand link their background knowledge to Enshared, which is important, because as

soon as they decide to switch to sustainable energy they will automatically think of

Enshared. And since changing behaviour needs some time it is important to show them for

the entire six months. Another reason is that the posters guide the members to the

Facebook page of Enshared. On that page they will also be informed more about the topic of

renewable energy, but they will also learn more about Enshared and its offers. They might

only like the Facebook page first, because they have background knowledge and they like

the topic, and since Enshared posts about the topic, they like it. But through posting more

often at the beginning the members of the VVE´s will see the posts and it will help to make

them think more about the switching process in combination with Enshared. And by

constantly posting even with a smaller amount of posts in the last months, Enshared will

remain in the minds of the members.


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Chapter 5 - Campaign Evaluation

Chapter 5 will describe the measurements used to measure the effectiveness of the campaign

before launching the campaign and after.

In order to measure and see the effectiveness of the campaign there are various tools to use

to measure the outcome of the campaign. The campaign focuses on newspaper, posters and

Facebook as tools to reach out to the target group. The media channels used all work

together, but by using these tools it is possible to see how well each media type contributed

to the success of the campaign.

There are two different types of measurement criteria’s. One is the Pre–testing

measurement, which measures the effectiveness before the campaign is launched. Post-

testing on the other hand is used to measure the effectiveness after the campaign duration

is over.

5.1 Pre-testing measurement

In the first part of the campaign, the goal and objectives are set to give an overview of the

campaign. The pre-testing tool will be used to measure the effectiveness of the campaign

before launching it. This measurement is also used to decide what the content of the

campaign will be, what kind of message is going to be used, a as well as which channels the

campaign will focus on in order to communicate with the target group.

5.1.1 Internal evaluation

The internal evaluation can be measured by using a pre-test checklist or a readability analysis.

A pre-test checklist is used to check that the campaign meets the criteria to make

sure that nothing is left out. This includes for example the format of the

advertisement, so that it is appealing and powerful. (Pelsmacker, 2013)

The readability analysis is used to measure how easy it is to read and understand the

message of the ad that will used in the campaign. Research show that the campaign

contains with the easy-to-read are more powerful and effective. (Pelsmacker, 2013)

5.2 Post-testing evaluation

The post-testing measurement are used to evaluate the effectiveness of the campaign after

the campaign duration is over. The campaign has already reached out to the wanted target

group and by measuring the effectiveness it will show if the campaign was able to achieve


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the communication goal, which was that 50% of the of the VVE members switch to using

sustainable energy by contacting Enshared to do the implementation.

There are three categories of measurements to use for the evaluation

5.2.1 Exposure measurement

The exposure measurement is used to see if the campaign reached the target group in every

channel that the campaign focused on.

Within this campaign this measurement can be used by looking at the statistics of the

Facebook page. The statistics can show the growth of likes on the general Facebook page

and also the amount of visitors on the page can be seen in the statistics. Besides the number

of people, who like and share the various posts will be stated in the statistics as well.

The same can then be done for Enshared´s website to see how many of the people who

visited the Facebook page actually also visited the website. (Pelsmacker, 2013)

5.2.3 Behaviour measurement

The behaviour measurement in the post-test evaluation indicates the number of people

from the target group who decided to switch to using sustainable energy. It shows the

difference between the amount of clients for Enshared at the beginning of the campaign

until the end. Therefore it will state the increase of clients for Enshared. (Pelsmacker, 2013)


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Chapter 6 – Implementation

This chapter will describe the implementation plan of the campaign and also present the

planned budget needed to run the campaign.

6.1 Planning

Since three different mediums are used to promote Enshared a lot of preparation is needed

to make sure that it goes smoothly. First of all the message the campaign has for the target

group has to be defined, which in this case is the affordability of sustainability and the

importance of switching now. Because the campaign is running on 3 different mediums, it is

not advisable to use the same advertisement for all three of them. That is why the

advertisement in every channel will differ, but the core message will be the same to make

sure that the target group can link the three different channels together and also to

Enshared. The plan is to launch the campaign in April, therefore it is preferable to start

working on the content in February. This assures enough time to create good content and

have enough time to do a pre- test before the final launch. Therefore the draft for the

campaign content should be finished by the 20th of February to be able to do a pre-test,

before it is launched.

The idea of using different channels to advertise the company and its offer is based on

recognition.

If people read an article about sustainability in relation to Enshared and then also see an

advertisement on the posters, it will be received well, because newspapers advertisements

are considered more credible then Facebook advertisements (newscyclesolutions, 2014).

And if they also see Enshared´s Facebook page, they will be able to remember the poster as

well as the newspaper article, therefore they will perceive the ad on Facebook as more

credible then if it was a standalone advertisement. Billboards with the same core message

will be placed in the largest cities of the Northern Netherlands namely; Heereveen, Assen

and Groningen. The chance of our target group visiting one of these cities in the 6 month

duration of the campaign is relatively high.

If they have read the articles and see the posters afterwards, or if they scan the QR code to

visit the Facebook page and if the message is received correctly, Enshared will be on top of

their mind whenever they think about becoming more sustainable.

Before creating all the content an advertising firm should be contacted to discuss the final

prices of the advertisements. The negotiations for the prices should consequently be

finished before the 10th of February, as this ensures that there is enough time to create the

content according to the guidelines.

As stated in chapter 5, the campaign will be assessed before it will be launched and also

when the six months are over. In the first phase, the content of the campaign will be

determined and checked if it is suitable for the target group. This can be done by showing


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the advertisement and the content to a chosen group, similar to your target group, to ask

them for feedback and see their reactions.

Before the campaign is launched the internal checklist has to be checked to make sure that

the campaign is ready to be launched. This is the final and the most step before launching

the campaign, because once the campaign is launched, it will costs a lot of money and takes

high effort to change the adds.

These pre-tests will be done as soon as the content is finished and should be conducted until

the 10th of March, to have enough days to change up parts and print the posters until the

1th of April.

During the campaign the effectiveness of the campaign also has to be measured, it should be

done in every month of the campaigns duration. Due to the internet it is a lot easier to

measure, since the Facebook add itself measures how many people clicked on the link and it

is also possible to measure it on the Enshared website itself. If the campaign proves to be

ineffective in the first months, it is possible to still change parts to better target the desired

target group.

After the six month the last measurements have to be done to see the total success of the

campaign. This can be done with the exposure measurement and the behavioural

measurement. The first post-test should be done right after the campaign ended but also

about 2 or 3 months later, because it can take a while until people actually decide to switch

to using sustainable energy, which means that the effect of the campaign can be higher than

instead of right at the end of the campaign.

Milestones of the Implementation part

What to do Deadline

Negotiations of advertisement prices 10. February. 2016

Creating content 20. February. 2016

Pre-testing 10. March. 2016

LAUNCH OF THE CAMPAIGN 1. April. 2016

Effecitveness testing during the Campaign Every month

Post-testing 2. September 2016

Post-testing (2.time) 1. December. 2016


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6.2 Budget

Posters

The posters will be displayed in the biggest cities of the northern Netherlands to make sure

that the campaign stays in the minds of our target group and the highest amount of member

of the VVE´s are going to see them. The more often the advertisements are seen the better

the message will be received.

20 x 2 sides posters x 7 days = €841, 20 Groningen

25 (only possible option) x 2- sides posters x 7 days = €1411, 75 in Heereveen

20 x 2-sides posters x 7 days = €775 in Assen

€3027, 95 costs per week

X4 = €12111, 80 average per month

X4 = 12111,80 x 6 = €72666 per week for signs in largest municipalities in the northern

Netherlands (a0booking, 2015).

X6 = €72666 average for the entire campaign duration (6 months)

Newspaper

Advertisement in Dagblad van het Noorden, which reaches 35% of the population in the

Northern Netherlands, will cost €1320 per day. A cheaper solution which will create brand

awareness is to invite a journalist to do a story about your company. Newspapers are having

a difficult time due to the free internet newspapers and need revenue. If the company

agrees to place a few advertisements in the newspaper, the newspaper will write a story

about your company (Alphamegaminghosting, 2013).

The newspaper advertisement will run on three days the week, which adds up to 79 days of

which 26 are Saturday´s.

53 x 1320 = €69,960 for the Tuesdays and Thursdays

for the Saturdays there is a 20% increased price.


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1320 x 1,2 = €1584 -> 26 x 1584 = €41,184

Total cost for the newspaper are then € 111,141 (6 months)

The numbers used are taken from the website of Dagbald van het Norden. This means the

advertisement that are calculated above have the standard size according to the Newspaper,

but in case of a different size or other additions these numbers can vary significantly.

It is also important to bare in mind that it is possible to get discounts, which would decrease

the costs.

Social Media

Furthermore social media is always a viable option for creating brand awareness, like

Facebook for instance. Although the creation of social media accounts is free, there are

extra options available to create more brand awareness for your company. Since the average

age group within most VVE’s is between 35 and 65 years old, the Facebook campaign should

be focused on this group as well.

Specifics for the Facebook campaign: People between the age of 35-65 who speak Dutch and

live in Friesland, Groningen or Drenthe.

It is a group of 400.000 people and according to Facebook 5000-13000 of them can be

reached every day.

For a period of 6 months the campaign will cost 2912 Euro (facebook, 2015).

Total Costs

Total cost needed for the 6 month campaign are:

€72,666 + €111,141 + €2,912 = € 131,810

= € 186,719 for a 6 months campaign

This is a lot of money, but as mentioned before the prices for the advertisements can vary

extremely, therefore it might also be better to contact an advertisement firm to buy the

advertisements. They have connections with the newspapers for instance, and can buy the

advertisements for a much lower price then you as a small company can

(communicatiecoach, 2015).


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Appendices

Creative Brief

ENSHARED “RENEWABLE ENERGY FOR EVERYONE”

Background

Enshared is a company that gives advice, and helps organizations, companies and institutes

to reduce their energy usage. It also helps with the implementation of using renewable energy

sources. They do this by using the latest technical developments. To get an advice or help with

the implementation of using sustainable energy, they provide an online platform, where the

people can talk to experts about their wants and needs. Their target groups are VVE’s, housing

corporations, companies and institutions. They do not focus on individual house owners, as

they are being facilitated by local energy corporations.

What is the objective, the purpose of the ad?

The campaigns objective is to create a positive feeling towards using sustainable energy by

communicating that sustainable energy is beneficial and affordable in the long term and that

Enshared will be guiding them through the implementation process.

Target audience: who are we talking to? What do we know about them?

The target audience are members of the private VVE’s in the North of The Netherlands, located

in Groningen and Drenthe and they are between 35 and 65 years old. These VVE’s have

already been informed about renewable energy through the internet, events or friends and

colleagues, but still feel like they need more information about renewable energy and the

process of switching to generating renewable energy. Also a big decision influence is the

money, since the people living in the VVE´s believe that switching to renewable energy is too

expensive, but they would consider switching, if subsidies are provided.


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What is an important thing to say? What is the big idea?

Sustainable energy is a better solution for everyone. Being sustainable is affordable and

valuable to invest in. People should feel like it will give them a reward if they use sustainable

energy in the long-term.

Communication challenge

The first challenge is the broad age group within the VVE´s for which different communication

strategies might be needed. This problem can be overcome by providing information in an

understandable way for everyone without using to formal or informal words. Also using different

media channels to communicate the message will help to reach all the age groups.

The second challenge are the different personalities that are living in the targeted VVE´s. To

overcome this challenge will the campaign use the persuasive technique called “use of

messenger –role model” to get the attention of all of them. This will help to assure them that

you do not have to have a lot of money to afford generating sustainable energy.

Communication objective

The communication objective is that switching to using sustainable energy will be beneficial for

their life’s, because over a longer time period they can save money, even though it might be

expensive at the beginning. Also included in the communication objective is that Enshared will

be there to help make the process of switching easier for them.

Loans from the Gemeente Groningen are used to support the communication objective, ,

because a VVE, that has at least 10 apartments within the building, can borrow a minimum of

25.000 Euros up to 5.000.000 Euros for changing to become more sustainable.

Media considerations

The campaign will be based on three different channels.

The first media type that will be used are posters. These posters will be used to catch the

attention of the VVE members, as they are located in the areas they live, and the slogan on

the posters counteracts their current believes. The posters will present ordinary people to

overcome the communication challenge, as described before.

The posters will also contain a QR-code, which will guide the members of the VVE´s to the


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Facebook page of Enshared. On the page will present updates about Enshared, the

subsidies, sustainable energy or anything else important for Enshared.

Besides there is the print media, such as the local or free newspaper “Dagbald van het

Norden”, where Enshared will publish articles about sustainable energy and its benefits to

make people more aware of the importance. This channels is used, as explained in the

communication challenges, to make sure that also elderly people living in the VVE´s, who do

not use Facebook, will be targeted.

Additionally advertisements will be placed in the newspaper and on Facebook.

Besides Enshared should consider investing in SEO Google ad words, because when the

member of the VVE´s search online for sustainability in combination with VVE´s, Enshared will

show up in the top three results.

Mood board


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Media

The first media are the examples of posters that could be used for the campaign.

The second media are the examples of possible advertisements for Enshared.

The third media is the Facebook page including example posts of the page.

The last type of media is the newspaper article.


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Poster 1


27

Poster 2


28

Poster 3


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Advertisements for Newspaper and Facebook

1. Newspaper


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2. Facebook

Facebook page


31


32


33


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Newspaperarticle

By Pieter Wolven

Sustain yourself and the environment

Solar panels are helping the environment and at the same time reducing the energy

costs.

Since global warming is a big issue nowadays, something has to be done about it. Most people

believe that they cannot change something about it, because they are just an ordinary person,

however the solution is closer than they think. Research has shown that, if every household in the

Netherlands installs solar panels to produce 50% of their own electricity, 25 megaton of C02 emission

can be avoided every year, roughly 825 kg per household. To put this into perspective, the total C02

emissions of the Netherlands in 2013 was around 240 megaton. This means that the total C02

emissions in the Netherlands would be reduced by almost 10%, if people get sonar panels for

personal use.

While the positive influence of sustainability on the environment is important and known, people

think about their wallet as well in these times. Becoming sustainable is perceived as too expensive

for ordinary people, while the opposite is actually true. After 8 years the invested money is earned

back and the solar panels are supposed to last 25 years or more. A lot of money can be saved by

investing in solar panels, especially since the energy prices are expected to rise by about 5% per year.

According to research, the average Dutch household uses around 3500kw energy per year, in order

to get half of this by using solar panels a solar panel of 2000 WP which will cost around 5000 euro’s is

needed. This seems like a lot of money, but after a lifespan of 25 years the panel is expected to have

saved more than 17.000 euro’s.

If on such a small scale that amount of money can already be saved, imagine how much can be saved

on larger building. VVE’s should also consider becoming more sustainable, the entire building will

profit if investments are made into solar panels. It may seem that the investment is too large to make

without cutting other budgets, but luckily there is a solution. Some municipalities are offering loans

in order to help VVE’s becoming more sustainable, if the VVE has 10 apartments or more. A loan up

to 5 million can be arranged against low interest rates, to stimulate VVE’s to become greener.

Another very important factor is energy independence for the Netherlands as a whole country. While

the situation in the Middle East keeps escalating, we still need their oil. A lot of our gas is also

imported from Russia, which is also not the most reliable partner. If more than half of the energy

that we need is created by ourselves, we are no longer depending on other countries to sustain our

energy needs. If another oil crisis happens like in the 1980’s, it would not hit our country as hard as it

would it that time.

Solar panels are the future of our country, they are affordable, good for the environment and good

for your wallet. If we want our children to enjoy the world, like we have enjoyed it, we have to do

something now. Their future lies in our hands now.


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