RESPs Helping Parents Save for their Children's Post-Secondary Education
SAVE: E van Education
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Transcript of SAVE: E van Education
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SPORTMARKETINGMarketingcommunicatie:
“Van Goed naar Gaaf”
Week 3: Marketingcommunicatie (Promotie)
COMMERCIËLE ECONOMIE SPORTMARKETING & MANAGEMENT
MRT’16SMMMAR03J1
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CONTENT
3 Persona’s
816 Communicatieplan
21 21
Communicatie 3.0
Content
25 Fases marketing funnel
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Project: 4 Segmentatiecriteria“Segmenteren richting; PERSONA’S” 3
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Project: Persona’s 4
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“E” van Eduction 7“Of P van promotie”
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Communicatie 1.0 8“monoloog / zenden / massacommunicatie / weinig aanbod”
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Communicatie(model) 2.0 9“dialoog / internet start / aanbod groeit enorm / wantrouwen”
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Consument 2020 12
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Piramide van klantenwerving“Jos Burgers; creëer ambassadeurs (3.0)” 14
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Communicatie(model) 3.0
A
BC
X
Y
Z
“Via brand fans / opinieleiders (B) communiceren; go viral” 15
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Communicatieplan 16“Verhage; Inleiding tot de marketing”
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Communicatiedoelgroep
VS
Marketingdoelgroep
“Wie gebruikt het en met wie communiceer je?”
Stap 1: Communicatiedoelgroep 17
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Stap 2: Communicatiedoelen “Corporate / Marketingcommunicatie en Interne doelen”
18
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Marketingcommunicatie goals
Bereiksdoelen
Procesdoelen
Effectdoelen
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Effectdoelen
Categoriebehoefte
Merkbekendheid
Merkkennis
Merkattitude (merkvoorkeur)
Gedragsintentie
Gedragsfacilitatie
Gedrag
Tevredenheid / loyaliteit
20
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Stap 4: Communicatiemix
TraditioneelReclamePersoonlijke verkoopSales PromotionPublic RelationsEventsSponsoringVerpakkingDirect mailFree publicity
DigitalZoekmachine marketingSocial media marketingMobile marketingE-mail marketingOnline events (vb. webinars)Online contentDatabase marketing
21
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Content 23“Maak een keuze voor elke fase van de funnel”
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Content 24“Maak een keuze voor elke fase van de funnel”
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Stap 5: Boodschap “Storytelling” 25
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Stap 6: Media 26
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Nieuwe media 27
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Stap 7: Meten 28
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Search Engine Optimization “Fase 1: marketing funnel” 29
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Exploration + Awareness“Fase 2: marketing funnel 30
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Consideration + Interest “Fase 3: marketing funnel 31
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Decision + Evaluation /trial “Fase 4: marketing funnel 32
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Purchase + Adoption “Fase 5: marketing funnel 33
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Advocacy + Loyalty “Fase 6: marketing funnel 34
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COMMERCIËLE ECONOMIE SPORTMARKETING & MANAGEMENT