Maroc.nlCampaignPitchMaroc.nlCampaignPitch

Produced by:Yanick Kuper - 321264Sah-Hyun Kim - 321814Spencer Bates - 324089Lora Karamfilova - 335220Maike van den Hoven - 335603

CM2011New Media Production

May 24, 2011

Maroc.NL

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Current Problems

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• Membership– Lack of (active) members– Only solid core is active– Difficulty activating dormant members– Difficulty finding new registrants

Current Problems

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43040

28694Members Inactive 2010Members Active 2010

60% has not logged in, in over a year (2010)*

*Statistics show that some do visit as guests. Source: Google Analytics

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Current Problems

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• 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

• Members– Attract new members– Activate dormant/existing members– Reach 350.000 unique visitors per month

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Campaign Aims

Mar

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Apr-0

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May

-06

Jun-

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Jul-0

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Aug-0

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Sep-0

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Oct-

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Nov-0

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Dec-0

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Jan-

07

Feb-0

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Mar

-07

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500

1000

1500

2000

2500

3000

3500

Unique Visitors

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Campaign Aims

February spike due to Morocco Protests*

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

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• 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 (Stichting Maroc.nl)

Campaign Aims

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

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The Main Strategy

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Promotional Videos Online Advertisements

Local Paper Advertising Billboard Advertising

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Strategy Does Not Directly Use

23 Followers11 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

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Overarching Theme

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Overarching Theme

Dutch – Moroccan Juxtaposition

• Broad Target Group:– Low educated – college graduates– 16 – 40 years old– 55% female– 45% male

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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

*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

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Promotional Video*

*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

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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

*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

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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)

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Advertisements

• Consistency is key in:– Online advertisements– Paper advertisements– Billboard advertisements

1. Juxtaposed Dutch/Moroccan life to be shown.

2. Opportunity to promote the projects of “Stichting Maroc.nl”

3. Use it to endorse co-creation and activity on website

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Logo*

*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

• Traditional logo, but juxtaposed with Dutch/Moroccan images• To be included in advertisements

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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)

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Local Paper Advertising

• 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 “Stichting Maroc.nl”

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Local Paper Advertising

Advertisement

Article of interest.Advertisement should be close to relevant article

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Billboard Advertising*

*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

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• Same theme will be applied to billboard advertisements• If posted 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.

Billboard Advertising

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Online Advertisements

Blogs News

Facebook Hyves Twitter

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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

Blogs

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Online AdvertisementsNews

• 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 “Stichting Maroc.nl”

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• 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)

Online Advertisements

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Q&A

Thank You!

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• 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

References