vrijdag 22 januari 2010

Media Strategy

First we wanted to find out what media exist. We made a mindmap with different sub themes. Now there is a good overview of what media there are and we can select the media the elderly use.

There are several media the target group consumes.
The elderly have a television and a paper at home. At night this television is on a couple of hours and every morning they read their paper. They also are capable by using a mobile phone. Once a week they call there grandchildren or their own children. They use an easy telephone without the difficult applications internet gps or Bluetooth. They are capable of using a computer and go to websites. At the mindmap you find the other media the elderly use. They are red colored.

Before we want to discuss the used media the concept will be explained and already several media are mentioned.

Our concept can be best described according to four different phases; the first and second phases initiate the project, and the third and fourth keep the project running.

Phase 1: Creating curiosity
In the first weeks of the project a large balloon with a question mark will be placed on the construction site, to cause some curiosity. The ‘mysterious’ balloon will be discussed in the local newspaper and on panels on the fences around the construction site, referring to a website where people can discuss the balloon. After a few weeks the mystery will be revealed, and the concept will be presented to the people using the same media.

Used media:
  • LEB’s (Light Emitting Balloons)
  • Displays
  • Local newspaper
  • Website
  • Guerilla marketing (e.g. stickers)
Phase 2: Signing up
To find ‘reporters’ that are enthusiastic about our concept, elderly can sign up to be a reporter by filling in a small survey and motivation to be a reporter. From these applications a few best reporters will be chosen to place landmarks on the construction site. Ideally we would have 5 to 10 reporters, keeping it quite exclusive to be a reporter.

Used media:
  • Written survey
  • Website
  • Local newspaper
Phase 3: Be the reporter
Then a reporter has spotted something extraordinary on the construction site that he/she wishes to share with the rest of the world, he/she goes to the specially designed information pole. In this ‘pole’ they can indicate the location of their finding, the reason why they believe it to be special and receive their marker. The balloon pops out of the machine, fully blown and attached to a rope. Then the reporter can place the mark on the construction site. All the information from the pole will be directly sent to large screens around the construction site, and it will also be uploaded to the website of our project.

Used media:
  • Information pole (pc-like object)
  • LEB’s
  • Screens at the fences
  • Website
Phase 4: Feedback
The placed landmark can be seen from a far distance and will hopefully attract al lot of people to the construction site. On the internet site, people can react on the placed marks. These comments will also be sent to the screens around the construction site. There is also the possibility to react on the marks directly through the information pole. The reporter can view the reactions on his landmark on the information pole as well as on the website (if they know how to deal with the internet).

Used media:
  • Website
  • Information pole
  • Displays

Aim of media:
We would like the elderly to participate at the project and to do something fun. To participate at the project they will take action and we want to raise interest not only in this project but at also at the Spoorzone project.

Communication goal and target Group:
The media we choose does fit to our communication goal.
To participate at the project the people get interested in the Spoorzone project and they understand what is going on. Also on the website there are updates of the projects so they stay informed.
When the project is proceeding there are many balloons in the sky, this gives pride to the elderly people who made the stories. This together gives togetherness with the project.
The used media will be designed as simply as possible. The pole will get a simple interface and the website will be clear. This fits the target group.

The possibilities of the used media:
The website can be visit by the reporters but also by other people.
They can read the stories of the reporters and get an update of the progress of the Spoorzone project. They also get informed were in Delft the demolition takes place.
If the normal visitors also want to join this project they can fill in a form with their motivation. Together with other data, like visits per day and given reactions, they get a chance to be a reporter themselves.
The elderly who are already a reporter can log on and easily see how many new posts they have. It is also possible to update you profile and give reactions to other reporters.

At the pole it is possible to log on with a key the elderly get when they become a reporter. After logging in the elderly can write their story with a keyboard or special pen. It’s also possible for them (and only for them) to read reactions on previous posted stories. This way, the elderly do not need to go to website or stare at the displays (waiting for there story + reaction to come by). They can then mark the place were they want to put their balloons and then they can log out and a balloon inflates.

Several displays will be placed around the Spoorzone in Delft. At these displays the stories of the reporters are shown. It is possible to give a reaction to the stories by texting. These text messages will appear at the screen but also automatically send to the website.

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