The document proposes a campaign to increase membership and engagement on the Maroc.nl website. Currently, 60% of members have not logged in for over a year. The campaign aims to attract new members, activate dormant members, and reach 350,000 unique visitors per month. The main strategy involves promotional videos, online advertisements, local paper advertising, and billboard advertising with an overarching theme of Dutch-Moroccan juxtaposition. The proposals provide concepts and details for each part of the advertising strategy and campaign.

1. Maroc.nlCampaignPitch Maroc.nlCampaignPitch CM2011 New Media Production May 24, 2011 Produced by: Yanick Kuper - 321264 Sah-Hyun Kim - 321814 Spencer Bates - 324089 Lora Karamfilova - 335220 Maike van den Hoven - 335603

2. Maroc.NL 2

3. Current Problems Membership Lack of (active) members Only solid core is active Difficulty activating dormant members Difficulty finding new registrants 3

4. Current Problems 60% has not logged in, in over a year (2010)* 4 *Statistics show that some do visit as guests. Source: Google Analytics

5. Current Problems Membership Lack of (active) members Only solid core is active Difficulty activating dormant members Difficulty finding new registrants Lacks color Little promotion Total lack of knowledge of foundation’s rich history 5 5

6. Members Attract new members Activate dormant/existing members Reach 350.000 unique visitors per month Campaign Aims 6

7. Campaign Aims February spike due to Morocco Protests* 7 *BBC News, 2011. Morocco Protests. Found on 22 May, 2011 from: http://www.bbc.co.uk/news/world-africa-12524647 Traffic Outlook (2011). Stats. Found on 22 May, 2011 from: *http://www.trafficoutlook.com/maroc.nl

8. Campaign Aims Members Attract new members Activate dormant/existing members Reach 350.000 unique visitors per month (?) Current average unique visitors p/m: 478 Take advantage of current events (?) Get people to Participate, discuss & comment Generate valuable content Promote Highlight history Highlight successful projects (StichtingMaroc.nl) 8

9. Our Challenge Reinstate Maroc.nl as the#1 digital platform for communication, integration and emancipation amongst young immigrants, with emphasis on “Dutch Moroccans” And to execute the goals set forward by Maroc.nl using a low to medium cost strategy 9

10. The Main Strategy Promotional Videos Online Advertisements Local Paper Advertising Billboard Advertising 10

11. Strategy Does Not DirectlyUse 11 23 Followers 11 Followers 353 Followers There is potential for social media! However, main aim is to garner new members for Maroc.nl Focus on social media will deter from the main aim Members joining social media may not feel the need to join main website BUT! You are free to use social media if you wish

12. Overarching Theme 12

13. Overarching Theme Dutch – Moroccan Juxtaposition Broad Target Group: Low educated – college graduates 16 – 40 years old 55% female 45% male 13

14. Idea Behind The Promotional Video* “Someone” decides to visit the Maroc.nl website. The moment they press the ENTER key, they are catapulted into the world of Maroc.nl 14 *Video is a Work in Progress (WIP) that shall not be released into the public domain until agreed upon by the contractor. Video is a concept and imagery is not final

15. Promotional Video* 15 *Video is a Work in Progress (WIP) that shall not be released into the public domain until agreed upon by the contractor. Video is a concept and imagery is not final

16. Concept Behind Video* Incorporates a: Juxtaposition in Dutch Moroccan life Variety of current & important personas Highlights that Maroc.nl is a dynamic interactive environment where culture, politics, religion and economy intersect “Funny”, fast paced, colorful and positive look at this community “Share factor” Video that could go viral Further: “Indy” style may trigger co-creation in users Possibility to include images/clips of Maroc.nl initiatives 16 *Video is a Work in Progress (WIP) that shall not be released into the public domain until agreed upon by the contractor. Video is a concept and imagery is not final

17. Advertisements “In creating still images for online, paper or poster advertising it is important that the same message is brought across to the audience” (McKee, 2009) 17

18. Advertisements Consistency is key in: Online advertisements Paper advertisements Billboard advertisements Juxtaposed Dutch/Moroccan life to be shown. Opportunity to promote the projects of “StichtingMaroc.nl” Use it to endorse co-creation and activity on website 18

19. 19 Logo* Traditional logo, but juxtaposed with Dutch/Moroccan images To be included in advertisements *Logois a Work in Progress (WIP) that shall not be released into the public domain until agreed upon by the contractor. Logo is a concept and imagery is not final

20. Advertisements “Traditional advertising boasts the unique ability to reach more people at a lower cost than any other type of advertising… [and] many firms are viewed as established when using traditional advertising media” (Panelad, 2011) 20

21. Local Paper Advertising 21 Target group is 16 – 40 years. Local papers are still very popular Excellent way to garner interest (papers read by a wide demographic) Advertisements should be close to “relevant” topics May trigger same visitor numbers as February 2011 The advertisements: Use of logo + interesting/controversial forum topics OR, use advertisements as opportunity to promote the projects of “StichtingMaroc.nl”

22. 22 Local Paper Advertising Article of interest. Advertisement should be close to relevant article Advertisement

23. Billboard Advertising* 23 *Billboard is a Work in Progress (WIP) that shall not be released into the public domain until agreed upon by the contractor. Billboard is a concept and imagery is not final

24. Same theme will be applied to billboard advertisements Ifposted in proper location Reaches a range of target markets Eye-catching and easy to see Multiple billboards will trigger subconscious – causing people to remember – Cheap However: it is awareness advertising Stationary Impossible to edit once up. 24 Billboard Advertising

25. 25 Online Advertisements News Blogs Facebook Hyves Twitter

26. Online Advertisements Advertise on popular blogs Larbi.org (popular Moroccan blog) Geenstijl.nl Does not accept advertisements, but is open to – article – partnerships Use juxtaposed advertising Buy blog “reviews” Pay popular blogs to review Maroc.nl Blogs have power of persuasion (make or break a website( They impel action on readers 26 Blogs

27. 27 Online Advertisements News Online news sites Telegraaf.nl Nu.nl Almaghreb.info Use similar advertising as in traditional media Link image advertising to relevant articles Lowers costs  only pay for times relevant “Dutch/Moroccan” news is published Advertise current projects by “StichtingMaroc.nl”

28. Facebook & Hyves Advertisements that “link” to your personality Allows direct contact with target demographic Cost dependent on you (how much you are willing to spend) Use Facebook page & advertisements for contests Invite possibility for co-creation and prosumer behavior E.g. current projects Twitter Use Twitter to promote website New articles New and popular forum topics being discussed Promote new and old projects Take advantage of current events (e.g. Moroccan protests) 28 Online Advertisements

29. Q&A 29 Thank You!

30. BBC News, (2011). Morocco Protests. Found on 22 May, 2011 from: http://www.bbc.co.uk/news/world-africa-12524647 Google Analytics, (2011). Google Analytics: Maroc.nl. Found on 22 May, 2011 from: http://www.google.com/analytics. Maroc.nl (2011). Maroc.nl. Retrieved on 12/05/11 from http://www.maroc.nl McKee, S. (2009). In advertising, consistency pays off. Retrieved on 12/05/11 from http://www.businessweek.com/smallbiz/content/may2009/sb20090515_045876.htm Panelad, (2011). Banner advertising vs billboard advertising. Retrieved on 12/05/11 from: http://www.panelad.com/blog/banner-advertising-vs-billboard-advertising/ Traffic Outlook (2011). Stats. Found on 22 May, 2011 from: *http://www.trafficoutlook.com/maroc.nl 30 References