Introduction Day Communication Strategy
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Introduction Day Communication Strategy

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Communication Strategy of Science Centre Delft presented during an introduction day for new Science Communication students given in August 2010.

Communication Strategy of Science Centre Delft presented during an introduction day for new Science Communication students given in August 2010.

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Introduction Day Communication Strategy Introduction Day Communication Strategy Presentation Transcript

  • Science Centre Delft Communication strategy Roelof van den Berg, Science Education and Communication
  • Content
    • Theoretical framework
    • Target group segmentation
    • Communication strategy
    • Evaluation
  • 1. Theoretical framework
  • Attitude change
    • Elaboration Likelihood Model
      • Petty and Cacioppo, 1986
    How is an attitude formed?
  • Planned behaviour
    • Theory of planned behaviour
      • Ajzen, 1991
    Why do people do things?
  • Innovation-Decisions
    • Diffusion of Innovations
      • Rogers, 2003
  • Resulting framework
    • Connecting theories
    • Strong basis
  • 2. Target group segmentation
  • Young Mentality Model Motivaction, 2005
  • Self Determination Theory Ryan 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
  • Messages What 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 phase Essentials
    • Knowledge
      • Google Ads, Schoolboards, Youtube
    • Persuasion
      • depth in website, Hyves, Habbo
    • Implementation
      • Focus groups, press-conferences
  • Media per phase Broadening
    • Knowledge
      • local newspapers, computer games
    • Persuasion
      • Offer content to educational websites
    • Implementation
      • Meet and greet (themed meetings)
  • Media per phase Deepening
    • Integration
      • Of different (social) media: Hyves, Habbo, YouTube, Games
      • On own website
    • Visualize social interaction
    • Interact
  • Planning
  • 4. Evaluation
  • Formative Before implementing the plan
    • Focus-groups
    • Polls via social media
  • Summative Did 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
  • Science Centre Delft Communication strategy Roelof van den Berg, Science Education and Communication