Jamie de Vries
CON-B03
BMICON
- maart 2020
Portfolio contentmaker 1e kans
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Inhoudsopgave H1: Inleiding............................................................................................................................................. 2 H2: Persona ............................................................................................................................................. 3 H3: Opdrachten ....................................................................................................................................... 5 3.1 Drie contentuitingen ..................................................................................................................... 5 Uiting 1 ............................................................................................................................................ 5 Uiting 2 ............................................................................................................................................ 5 ......................................................................................................................................................... 6 Uiting 3 ............................................................................................................................................ 6 3.2 Golden Circle ................................................................................................................................. 7 Why ................................................................................................................................................. 7 How ................................................................................................................................................. 7 What ................................................................................................................................................ 7 3.3 Customer Journey (toelichting=bronnen) ..................................................................................... 7 3.4 doelstellingen en KPI’s ................................................................................................................... 9 3.5 Customer Experience .................................................................................................................. 10 3.6 Kenmerken Contentuitingen ....................................................................................................... 10 3.7 Instrumenten ............................................................................................................................... 12 3.8 Formats ........................................................................................................................................ 13 3.9 Distributie (bronnen) ................................................................................................................... 14 H4: Contentkalender groep ..................................................................................................................... 0 Britney ................................................................................................................................................. 0 Jamie .................................................................................................................................................... 3 Nina ..................................................................................................................................................... 5 H5: Contentuitingen ................................................................................................................................ 0 Fase 1: Awareness ............................................................................................................................... 0 Fase 2: Overtuigen ............................................................................................................................... 1 Fase 3: Voorkeur .................................................................................................................................. 2 Fase 4: Actie ........................................................................................................................................ 3 Fase 5: Ervaring ................................................................................................................................... 4 Fase 6: Binding..................................................................................................................................... 5 Fase 7: Ambassadeur ........................................................................................................................... 6 Bronnenlijst ............................................................................................................................................. 7
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H1: Inleiding
De HAN PABO wil graag meer potentiële studenten naar de open dag trekken. Er zijn hiervoor vier verschillende soorten persona’s gemaakt: havisten, VWO’ers, MBO’ers en ouders. Er wordt gekeken naar de zeven verschillende fases in de customer journey van de persona. Aan elke fase wordt vervolgens een doelstelling en KPI gekoppeld. Ook werd er gekeken naar de gains, pains en de emotionele respons. Er wordt verder nog gekeken naar welk social media platform de doelgroep actief is. Daarnaast moet de kernboodschap van de posts worden vastgesteld. Zo kunnen er er zeven verschillende contentuitingen gemaakt worden per persona. Alle contentuitingen van de persona’s worden samengevoegd de contentkalender. De contentkalender is een planning die ervoor zorgt dat niet alle posts in een keer geplaatst worden.
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