Introduction Day Communication Strategy

13-04-23

Challenge the future

DelftUniversity ofTechnology

Science Centre Delft

Science Centre DelftCommunication strategy

Roelof van den Berg, Science Education and Communication

2Science Centre Delft – case description

Content

1. Theoretical framework

2. Target group segmentation

3. Communication strategy

4. Evaluation


1.Theoretical framework


Attitude change

• Elaboration Likelihood Model• Petty and Cacioppo, 1986

How is an attitude formed?

Positive or negativethoughts predominate

Motivated to process?

Ability to process?

Peripheral cue present?

Nature of cognitive processing:

yes yes

yes (positive)

yes

no no Neutral thoughtspredominate

Persuasive communication

Cognitive structure change?

yes (negative)

nee no

Peripheral attitude shift

Positive attitude change

Retain or regain initial attitude

Negative attitude change


Planned behaviour

• Theory of planned behaviour• Ajzen, 1991

Why do people do things?

Attitude

Subjective norm

Perceived behavioural

control

Intention Behaviour


Innovation-Decisions

• Diffusion of Innovations• Rogers, 2003

adoption

rejection

continued adoption

continued rejection

later adoption

discontinuance

knowledge persuasion decision implementation confirmation


Resulting framework

• Connecting theories

• Strong basis

adoptionlater adoption

continued adoption

discontinuance

rejection

Attitude

positive

Subjective norm

perceived behavioural

control

intention Behaviour

ability to process?

peripheral cue present?

motivated to process?

cognitive attitude change

no

yes

no

no

yes

yes

yes (positive)

yes (negative)

no


Positive attitude change

Retain or regain initial attitude

Negative attitude change

ELM TPBRogers

ability to process?

motivated to process?

cognitive attitude change

yes


negative

yes (positive)yes (negative)

Positieveattitude-verandering

Negatieve attitude-verandering

knowledge persuasion decisionImple-menta-

tionconfirmation

continued rejection

yes

no

no


2.Target group segmentation


Young Mentality ModelMotivaction, 2005


Self Determination TheoryRyan and Deci, 2000

• Innovation-segment• Wayward Idealists and Enthusiastic Scouts: driven by

innovations• Looking for actuality in SCD

• Status-segment• Extrovert Status Seekers: strongly materialistic, driven by status• Looking for inspiration in SCD

• Society segment• Recognition Seekers and Social Adapters: driven by human side• Looking for interaction in SCD


MessagesWhat to whom?

• Innovation-segment• 'how does it work?'• Innovators, give the opportunity to voice their opinion

• Status-segment• 'what can I do with the content of SCD?'• Status seekers, show them what careers science offers

• Society segment• 'what do my friends think of this?'• Interaction seekers, want to be able to give their opinion, and

(more important) see other's opinions


3.Communication strategy


Media per phaseEssentials

• Knowledge• Google Ads, Schoolboards, Youtube

• Persuasion• depth in website, Hyves, Habbo

• Implementation• Focus groups, press-conferences


Media per phaseBroadening

• Knowledge• local newspapers, computer games

• Persuasion• Offer content to educational websites

• Implementation• Meet and greet (themed meetings)


Media per phaseDeepening

• Integration• Of different (social) media: Hyves, Habbo, YouTube, Games• On own website

• Visualize social interaction

• Interact


Planning

Habbo

YouTube

Own website

Focus-groups

Press-conferences

Themed-meetings

Schoolboards

Google Ads

Local papers

Games

Scholierenlab

Integration social media

Educative content

Knowledge

Persuasion

Implemen-tation

Confirmation

Hyves

preparation

preparation

preparation

spring 2010 summer 2010 fall 2010 winter 2010 spring 2011

Focus-groups

preparation

Regular visits


4.Evaluation


FormativeBefore implementing the plan

• Focus-groups

• Polls via social media


SummativeDid the plan work?

• In general• Questionnaire on which media work to achieve the goals

• Positive attitude towards Science Centre Delft• Follow the word via social media• Invite negative critics, let them help to improve

• Visiting Science Centre Delft• Counting visitors numbers

13-04-23

Challenge the future

DelftUniversity ofTechnology

Science Centre Delft

Science Centre DelftCommunication strategy

Roelof van den Berg, Science Education and Communication

Introduction Day Communication Strategy

Education

Transcript of Introduction Day Communication Strategy