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PR und Mktg Strategy (What is our target group? (Bundesländer, Komunnen,…
PR und Mktg Strategy
What is our target group?
Bundesländer
Komunnen
Ministerien und Ämter
Bürger*innen -Initiativen
Politische Parteien
Politiker*innen
Jugendorganisationen
NGOs
Stiftungen
Universitäten
Sociale Unternehmen
Classification Criteria
Easiness to get contact
Easiness to adopt innovation
available budget
How to know?
experience w participation
Internal democratic processes
level of bureaucracy
geographical distribution of potential participants
Size of target group
Cold Campaigns
bet.in
Mailing
Multimedia (Videos/ animations) campaigns
OPIN
Work more in collaboration
with clients
Client surveys (asking how did they knew about it/ where do they search for providers)
New Channels
Publicity / etc.
Rogers Diffusion of innovation Model
New strategy according to model/ Target groups in categories classify
Innovators
Early addopters
Early majority
Late majority
Laggards