This internship report describes the strategy, design and implementation of a cross media online-offline campaign, “Co-Working”, with accompanying four SoMe sub-campaigns carried out for a Kosovar NGO, Open Data Kosovo. An attempt to mix online marketing via three different sub-campaigns, with offline interaction through a party and community event was made. The communication to Open Data Kosovo’s network sought to inspire the organization’s target audience to move from passively viewing posters and brochures, to actively designing a product online, to physically visiting Open Data Kosovo’s office to receive a welcome gift at ones first Co-Working day, trying the organization’s actual service. Diffusion of Innovations, Two-Step Flow model, and Employee Advocacy inspired the Co-Working campaign strategy. Due to unforeseen budget cuts, the last part of the campaign was annulled, but meant to integrate immersive communication by applying the most emergent strategy: designer/producer reader to establish a higher level of interaction between the organization and its target audience. Without the full implementation of the campaign, it is left in the unknown if the strategy would have been successful, or if it idealized outcomes.
|Uddannelser||Kommunikation, (Bachelor/kandidatuddannelse) Master|
|Udgivelsesdato||6 dec. 2019|