Presentatie Brussel 12 Juni 2009

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Presentatie gegeven ter evaluatie van de marketingaanpak van de Europese schoolagenda 2009-2010

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Presentatie Brussel 12 Juni 2009

  1. 1. Europa Diary NL 2009: new approach...with success! Theo Eijspaart Brussels, 12 June 2009
  2. 2. New approach <ul><li>because we wanted to </li></ul><ul><li>- increase print run (20K, 40K, ...) </li></ul><ul><li>through better </li></ul><ul><ul><ul><li>awareness </li></ul></ul></ul><ul><ul><ul><li>appreciation </li></ul></ul></ul><ul><ul><ul><li>(in other words: establish the brand </li></ul></ul></ul><ul><ul><ul><li>Europese Schoolagenda ) </li></ul></ul></ul><ul><li>- and (longer term) find co-sponsors </li></ul>
  3. 3. Strategy <ul><li>Problem: no prescribed diaries in NL schools </li></ul><ul><li>Add value (for better usage and appreciation) </li></ul><ul><li>Involve 3rd parties for content and promotion: “ content partners ” </li></ul><ul><li>But first: create space ... </li></ul><ul><li>national pages </li></ul><ul><li>plus ‘extra pages’: exit summer holiday calendar pages + ‘Notes’ pages </li></ul>
  4. 4. Content partners <ul><li>Offer to selection of non-commercial institutions (go’s, ngo’s): </li></ul><ul><li>deal : </li></ul><ul><li>extra relevant information (plus logo & url), in return: </li></ul><ul><li>promotion for the diary (longer term: sponsorship?) </li></ul><ul><li>on board: Studiekeuze123 (study choice), Europees Platform (Europass/ELOS), Consumentenbond (saving), ECP (internet), NJI (Youth in Action, Eurodesk), European Parliament, Consumentenautoriteit (Consuwijzer), NL Bureau EC, IB-groep (study costs) </li></ul>
  5. 5. Added value <ul><li>Extra relevant information supplied by content partners (saving, studying abroad, study choice, study costs, safe internet, consumer rights, ....) </li></ul><ul><li>Extra home work help </li></ul><ul><li>Optimal localisation of page strips </li></ul>
  6. 6. Promotion - exhibition <ul><li>Through content partners: participation in booth ‘Europa Educatief’ (Ministry of FA) on National Education Exhibition </li></ul><ul><li>5 days in January 2009: thousands of teachers </li></ul><ul><li>Brochure in EU ‘goody bag’ (shopper) </li></ul><ul><li>Sampling, explanation </li></ul>
  7. 7. Exhibition - impression
  8. 8. First results <ul><li>Print run: </li></ul><ul><li> 20K 40K 95K </li></ul><ul><li>and... </li></ul><ul><li>compliments </li></ul><ul><li>recognisition </li></ul><ul><li>requests for (extra) copies .... </li></ul><ul><li>from PUSH to PULL ? </li></ul>

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