Online Marketing | College 11 | mei 2012 | Actieplan

Docent: Lotte Bouhuijzen / Eefje Op den Buysch

© 2011 – 2012 Fontys Academy for Creative Industries

College 11 | Actieplan

SOSTAC overview Activiteiten Tijdsplanning Financiële planning Samenwerken

© 2011 – 2012 Fontys Academy for Creative Industries

© 2011 – 2012 Fontys Academy for Creative Industries

SOSTAC

Situation analysis

Strategy

Tactics

ObjectivesControl

Action

© 2011 – 2012 Fontys Academy for Creative Industries

SOSSituation analysis

Strategy

Tactics

ObjectivesControl

Action

TAC

© 2011 – 2012 Fontys Academy for Creative Industries

Situation analysis

Strategy

Tactics

ObjectivesControl

Action

© 2011 – 2012 Fontys Academy for Creative Industries

Situatie analyse

Analyse op macro-, meso, microniveau

DESTEP

Concurrentieanalyse

SWOT

Confrontatiematrix

Situation analysis

Strategy

Tactics

ObjectivesControl

Action

© 2011 – 2012 Fontys Academy for Creative Industries

Situation analysis

Strategy

Tactics

ObjectivesControl

Action

© 2011 – 2012 Fontys Academy for Creative Industries

Doelstellingen

Missie en visie

Doelstellingen:Verschillende niveaus SMART

Strategie: Ansoff, Treacy & Wiersema

Situation analysis

Strategy

Tactics

ObjectivesControl

Action

© 2011 – 2012 Fontys Academy for Creative Industries

Situation analysis

Strategy

Tactics

ObjectivesControl

Action

© 2011 – 2012 Fontys Academy for Creative Industries

Strategie

STPSegmenterenTargeting Positioneren

Marketingmix(4 p's)

Zoekmachine-marketing

Situation analysis

Strategy

Tactics

ObjectivesControl

Action

© 2011 – 2012 Fontys Academy for Creative Industries

Situation analysis

Strategy

Tactics

ObjectivesControl

Action

© 2011 – 2012 Fontys Academy for Creative Industries

Tactics

Communicatie-doelstellingen(kennis, houding, gedrag)

Promotiemix(middelen)

Situation analysis

Strategy

Tactics

ObjectivesControl

Action

© 2011 – 2012 Fontys Academy for Creative Industries

Situation analysis

Strategy

Tactics

ObjectivesControl

Action

© 2011 – 2012 Fontys Academy for Creative Industries

Actie

Actieplan

Samenwerking

Planning

Financiën

Situation analysis

Strategy

Tactics

ObjectivesControl

Action

© 2011 – 2012 Fontys Academy for Creative Industries

Situation analysis

Strategy

Tactics

ObjectivesControl

Action

© 2011 – 2012 Fontys Academy for Creative Industries

Controle

Kwantitatief onderzoek

Kwalitatief onderzoek

Behavioural targeting

Situation analysis

Strategy

Tactics

ObjectivesControl

Action

© 2011 – 2012 Fontys Academy for Creative Industries

SOSTAC

Situation analysis

Strategy

Tactics

ObjectivesControl

Action

Maak een actieplan voor het event

© 2011 – 2012 Fontys Academy for Creative Industries

Wat moet er gebeuren?stapsgewijs

Hoe ga je testen of je het event een succes wordt?(doelstelling!)

Wie en wat heb je nodig voor de uitwerking?mensen, inkoop, commitment

Hoe ziet je planning er uit?

einddatum is 11 januari 2013

Actions

Actie's uitwerken

Tijdsplanning

Samenwerkingspartners

Financiële planning (bottom-up)

Action

Uitwerking van je Tactics naar praktische marketingActies

Optie: Bottom-up > wat heb je allemaal nodig? Budget vrijmaken volgt Optie: Top-down > welk budget heb je? Actie's kiezen binnen budget

© 2011 – 2012 Fontys Academy for Creative Industries

Wakostda?

© 2011 – 2012 Fontys Academy for Creative Industries

testing, testingone, two...

© 2011 – 2012 Fontys Academy for Creative Industries

© 2011 – 2012 Fontys Academy for Creative Industries

© 2011 – 2012 Fontys Academy for Creative Industries

© 2011 – 2012 Fontys Academy for Creative Industries

© 2011 – 2012 Fontys Academy for Creative Industries

© 2011 – 2012 Fontys Academy for Creative Industries

© 2011 – 2012 Fontys Academy for Creative Industries

© 2011 – 2012 Fontys Academy for Creative Industries

© 2011 – 2012 Fontys Academy for Creative Industries

inkoop & interne kosten (uren)

© 2011 – 2012 Fontys Academy for Creative Industries

© 2011 – 2012 Fontys Academy for Creative Industries

© 2011 – 2012 Fontys Academy for Creative Industries

webbureau

© 2011 – 2012 Fontys Academy for Creative Industries

ict webbureau

communicatiebureau grafisch vormgever

SEM specialist

management / directie

KLANT

© 2011 – 2012 Fontys Academy for Creative Industries

© 2011 – 2012 Fontys Academy for Creative Industries

© 2011 – 2012 Fontys Academy for Creative Industries

streamen

- U-stream https://www.youtube.com/watch?v=LsCmSBjwjWE

- Google Hang-out http://www.youtube.com/watch?v=EcpXDSw3kl4

© 2011 – 2012 Fontys Academy for Creative Industries

e-mailmarketing

Mailchimp: http://mailchimp.com/resources/academy/email-marketing/email-marketing-101-part-1/