Science Centre Delft Communication strategy Roelof van den Berg, Science Education and Communication
Content <ul><li>Theoretical framework </li></ul><ul><li>Target group segmentation </li></ul><ul><li>Communication strategy...
1. Theoretical framework
Attitude change <ul><li>Elaboration Likelihood Model </li></ul><ul><ul><li>Petty and Cacioppo, 1986 </li></ul></ul>How is ...
Planned behaviour <ul><li>Theory of planned behaviour </li></ul><ul><ul><li>Ajzen, 1991 </li></ul></ul>Why do people do th...
Innovation-Decisions <ul><li>Diffusion of Innovations </li></ul><ul><ul><li>Rogers, 2003 </li></ul></ul>
Resulting  framework <ul><li>Connecting theories </li></ul><ul><li>Strong basis </li></ul>
2. Target group segmentation
Young Mentality Model Motivaction, 2005
Self Determination Theory Ryan and Deci, 2000 <ul><li>Innovation-segment </li></ul><ul><ul><li>Wayward Idealists and Enthu...
Messages What to whom? <ul><li>Innovation-segment </li></ul><ul><ul><li>'how does it work?' </li></ul></ul><ul><ul><li>Inn...
3. Communication strategy
Media per phase Essentials <ul><li>Knowledge </li></ul><ul><ul><li>Google Ads, Schoolboards, Youtube </li></ul></ul><ul><l...
Media per phase Broadening <ul><li>Knowledge </li></ul><ul><ul><li>local newspapers, computer games </li></ul></ul><ul><li...
Media per phase Deepening <ul><li>Integration </li></ul><ul><ul><li>Of different (social) media: Hyves, Habbo, YouTube, Ga...
Planning
4. Evaluation
Formative Before implementing the plan <ul><li>Focus-groups </li></ul><ul><li>Polls via social media </li></ul>
Summative Did the plan work? <ul><li>In general </li></ul><ul><ul><li>Questionnaire on which media work to achieve the goa...
Science Centre Delft Communication strategy Roelof van den Berg, Science Education and Communication
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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.

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Introduction Day Communication Strategy

  1. 1. Science Centre Delft Communication strategy Roelof van den Berg, Science Education and Communication
  2. 2. Content <ul><li>Theoretical framework </li></ul><ul><li>Target group segmentation </li></ul><ul><li>Communication strategy </li></ul><ul><li>Evaluation </li></ul>
  3. 3. 1. Theoretical framework
  4. 4. Attitude change <ul><li>Elaboration Likelihood Model </li></ul><ul><ul><li>Petty and Cacioppo, 1986 </li></ul></ul>How is an attitude formed?
  5. 5. Planned behaviour <ul><li>Theory of planned behaviour </li></ul><ul><ul><li>Ajzen, 1991 </li></ul></ul>Why do people do things?
  6. 6. Innovation-Decisions <ul><li>Diffusion of Innovations </li></ul><ul><ul><li>Rogers, 2003 </li></ul></ul>
  7. 7. Resulting framework <ul><li>Connecting theories </li></ul><ul><li>Strong basis </li></ul>
  8. 8. 2. Target group segmentation
  9. 9. Young Mentality Model Motivaction, 2005
  10. 10. Self Determination Theory Ryan and Deci, 2000 <ul><li>Innovation-segment </li></ul><ul><ul><li>Wayward Idealists and Enthusiastic Scouts: driven by innovations </li></ul></ul><ul><ul><li>Looking for actuality in SCD </li></ul></ul><ul><li>Status-segment </li></ul><ul><ul><li>Extrovert Status Seekers: strongly materialistic, driven by status </li></ul></ul><ul><ul><li>Looking for inspiration in SCD </li></ul></ul><ul><li>Society segment </li></ul><ul><ul><li>Recognition Seekers and Social Adapters: driven by human side </li></ul></ul><ul><ul><li>Looking for interaction in SCD </li></ul></ul>
  11. 11. Messages What to whom? <ul><li>Innovation-segment </li></ul><ul><ul><li>'how does it work?' </li></ul></ul><ul><ul><li>Innovators, give the opportunity to voice their opinion </li></ul></ul><ul><li>Status-segment </li></ul><ul><ul><li>'what can I do with the content of SCD?' </li></ul></ul><ul><ul><li>Status seekers, show them what careers science offers </li></ul></ul><ul><li>Society segment </li></ul><ul><ul><li>'what do my friends think of this?' </li></ul></ul><ul><ul><li>Interaction seekers, want to be able to give their opinion, and (more important) see other's opinions </li></ul></ul>
  12. 12. 3. Communication strategy
  13. 13. Media per phase Essentials <ul><li>Knowledge </li></ul><ul><ul><li>Google Ads, Schoolboards, Youtube </li></ul></ul><ul><li>Persuasion </li></ul><ul><ul><li>depth in website, Hyves, Habbo </li></ul></ul><ul><li>Implementation </li></ul><ul><ul><li>Focus groups, press-conferences </li></ul></ul>
  14. 14. Media per phase Broadening <ul><li>Knowledge </li></ul><ul><ul><li>local newspapers, computer games </li></ul></ul><ul><li>Persuasion </li></ul><ul><ul><li>Offer content to educational websites </li></ul></ul><ul><li>Implementation </li></ul><ul><ul><li>Meet and greet (themed meetings) </li></ul></ul>
  15. 15. Media per phase Deepening <ul><li>Integration </li></ul><ul><ul><li>Of different (social) media: Hyves, Habbo, YouTube, Games </li></ul></ul><ul><ul><li>On own website </li></ul></ul><ul><li>Visualize social interaction </li></ul><ul><li>Interact </li></ul>
  16. 16. Planning
  17. 17. 4. Evaluation
  18. 18. Formative Before implementing the plan <ul><li>Focus-groups </li></ul><ul><li>Polls via social media </li></ul>
  19. 19. Summative Did the plan work? <ul><li>In general </li></ul><ul><ul><li>Questionnaire on which media work to achieve the goals </li></ul></ul><ul><li>Positive attitude towards Science Centre Delft </li></ul><ul><ul><li>Follow the word via social media </li></ul></ul><ul><ul><li>Invite negative critics, let them help to improve </li></ul></ul><ul><li>Visiting Science Centre Delft </li></ul><ul><ul><li>Counting visitors numbers </li></ul></ul>
  20. 20. Science Centre Delft Communication strategy Roelof van den Berg, Science Education and Communication

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