Background
Ontdekstation 013 (a workshop place for kids) wanted to hold a new workshop on making a podcast. The workshop would be about how best to make your own podcast with useful tips and tricks from experts by experience. For this workshop at Ontdekstation 013, my group and I were allowed to write a communication advice on how to better reach their target audience. The target group is large, so that’s why we focused on one target group: high school students between the ages of 15 and 17. This target group would attend the workshop in their free time, so the motivation to do this outside of school was very important. So how best to approach this? The goal was to create a communication advice for the workshop ‘Making a podcast’.
Social media
First, we did a target group research. The main values of this target group is that they want to feel important and involved. They value the opinions and behavior of peers. They want to belong somewhere and follow trends strongly. The target group owns a smartphone and is very active on social media.
Our social media analysis showed that Ontdekstation 013 is active on social media, but it was not yet catching on very well. Our solution was: change the social media design to a style that suits the target audience so that the posts appeal and attract. For example, I adapted the ‘know-it-all’ and ‘behind-the-scenes’ posts to a more attractive design in which Ontdekstation 013’s house style came forward better and wrote better suiting texts.
Challenges
The biggest challenge in this project was creating posts within the corporate identity of Ontdekstation 013 and making it ‘pop’. This meant I had to create new designs within the rules of Ontdekstation 013. I eventually used the same colors and shapes, but could create a new design that I think better suited the target group.
Process
Ontdekstation 013 is active on social media, but it is not yet catching on very well. Our advice was to change the design of the existing content. Posts like kdid-you-know and behind-the-scenes get a lot of attention, but their design did not yet attract the right group. I changed the designs to another style
