The perceived problem is that their reach on social media is lacking in reaching their targeted audience. This could be due to the fact they are operating in Dutch while the city of Rotterdam is an international and intercultural city. Moreover what we notice is that their Instagram lacks consistency and does not follow "the hype". Their content on Instagram is mainly made out of advertisements to recruit participants whilst no form of interaction on their page is encouraged.

Consistent branding: By consistently using the same colour scheme, logo, and messaging across all social media platforms, YoungXperts can establish a strong visual identity that helps to build brand recognition and connection.

Authentic and relatable content: By creating and sharing content that is authentic, relatable, and relevant to the target audience, YoungXperts can help to build trust and emotional connections with their followers. By discussing topics like mental health and climate change that are important to adolescents and young adults, YoungXperts can demonstrate their understanding of and commitment to the issues that matter to their target audience.

Engagement: By encouraging and fostering engagement on their social media platforms, YoungXperts can build a sense of community and connection with their followers. For example, they can ask questions and encourage discussion, or create polls and surveys to gather feedback and input from their followers.

Personalization: By using personalization techniques such as using the followers' name and addressing them directly, using personalized images and videos, or creating tailored messages. This will help to create a sense of individual connection with each follower, which can strengthen brand connection over time.

Advocacy: By creating a sense of community and shared purpose with their followers, YoungXperts can inspire them to become advocates for their brand. This can be accomplished by creating a sense of shared mission and encouraging followers to share their own stories and experiences related to mental health and climate change.

By consistently executing these strategies, YoungXperts can build brand connection with their target audience, and generate positive word-of-mouth marketing that can help to drive awareness and engagement for their platform.

Slogan Options:

 "Empowering the next generation to shape their own future"

These slogans highlight the unique value proposition of the organization, which is to make behavioural and neuro-science accessible and understandable to young people so they can make informed decisions that shape their future.

By communicating these messagea, YoungXperts can position themselves as a valuable resource for young people looking to make informed decisions about important issues like mental health and climate change. This message can help to build engagement and trust with their target audience, and inspire them to take an active role in shaping their own future.

Additionally, we will engage with our followers by responding to comments and messages, and encouraging them to share our content. Many might even voluntarily share it as they are involved in that certain post. This in turn, increases the spreadability of the post but also by using well known Rotterdam people affective user experience will be affected while they are cognitively stimulated by information we provide that many too might want to share. We notice to this day that affective user experience is one of the most effective way to increase spreadability visible in the going viral videos which mainly consist out of funny memeish content. 

 

The user engagement we are aiming for will be achieved through our media plan, we are focussing on shared and earned media

We will be making shared media in collaboration with Rotterdam influencers and the audience to spread our content and rely on earned media to (partially) encourage interactivity. This mutually beneficial relationship between Young Xperts and the influencers will help us spread the existence of Young Xperts. When subjected to earned media we let the audience initiate in contact and engage in dialogue thus interactivity from the side of Young Xperts is important. Shared and earned media will not work if we don’t have owned media thus we will be creating our owned media with the launch of open house named YX Open House.. 

This open house will be an opportunity for our audience to meet with Rotterdam influencers to talk about topics regarding the field of science. There will be activities and opportunities to talk, make videos, and take photos but mainly to talk about science-related topics. The budget we have received will aid us in the establishment of this open house by financing the equipment for activities and advertising. The idea of this media plan is to provide a new start to Young Xperts social media pages and continuity is needed to uphold the interaction with the audience and the growth of their following. Main parts of the budget will be dedicated to the location as the mutual beneficial relationship between the influencers and Young Xperts will be compensated by views and the highlight on each other platforms. 

 

 

Sources:

Derda, I. (2022). Citing open source images and formatting references for presentations [video]. Canvas@EUR https://canvas.eur.nl/courses/40904/pages/video-1-audience-research?module_item_id=897992 

     In this regard, these are the main reasons why we consider a content creation event and a consequent publication of the content on YoungXperts’ Instagram and TikTok account as the most effective approach: First, by involving a young audience in the content creation process, the company can tap into the interests and preferences of this demographic, which can help increase engagement and attract more followers. Second, by creating a sense of community and collaboration, the event can foster a positive image for our client YoungXperts and build a loyal following. Third, publishing the content on YoungXperts’ Instagram and Tik Tok page can increase the page's visibility and reach, potentially leading to more followers and greater engagement as Rotterdammers would feel included in the project, then more likely to engage with it and share. Finally, teenagers are very likely to be interested in all the trends on social media, and they would use this occasion to produce content that ‘’looks young’’ and is spreadable, and it can help the company stay current and relevant in the fast-paced world of social media. Overall, creating an event that involves a young audience in content creation and publishing it on the Instagram page can be an effective strategy for increasing engagement, building a loyal following, and being able to adapt trends to divulgation and civic engagement (which are the interests of YoungXperts).

     Being aware that a social media campaign that starts from the real-life event can be seen as an experimental merging of physical and online spaces, here we provide the literature that has been used to develop this project. 

     According to Bacile et al. (2014), consumer co-production of personal media marketing communication (with social media as the emblematic representative of what personal media are for the authors), increases attitude toward the communication and engagement and interest in the product sold (which, in this case, is science), while also acting as a risk-reducing mechanism. The authors focus on firms and purchases, however their conclusion can clearly be applied to science divulgation with no profit interests, by saying that the lack of consumer participation, reminiscent of traditional mass media where the consumer of the media product as a passive audience member, often causes failure on social media. 

     When moving further from the world of firms and entering into the educational environment, the article published in 2021 by Blumenfield comes into handy, as it states that educational theorists have emphasized the importance of using active learning strategies to create “significant learning experiences”. The author uses the case of a Chinese Environmental Film Festival held at Furman University in 2015 and discusses how film festivals and other media projects can be used to engage students in hands-on learning while also immersing variegated and young communities in topics of broad concern. This project, which has been an incredible success, resembles the event that we are planning, and created a strong connection between the topic discussed and the public. 

     Furthermore, we would like to emphasize how we are working to ensure customer engagement (in our case we are calling it audience engagement) and spreadability for the content that is going to be published. According to Brodie et al. (2011), customer engagement is a psychological state that happens in the presence of interactive elements, and leads to a dynamic co-creation of meanings that benefits the stakeholder. The audience—a better term than "customer" in this case—can be accessed and then involved in a continuous discussion about societal concerns and research when meanings are co-created. Involving the audience through every stage of content production increase engagement, thus giving them the change to physically participate in it, being creators, creatives, but also the public, and it makes the co-creation of meaning more dynamic and more appealing for the public.

     Regarding spreadability, this campaign is the best approach for the case of YoungXperts for several reasons. First, it allows for user-generated content (UGC) which is often more relatable and authentic than content created solely by the organization. This can help to increase engagement and trust with the audience. Spreadable media, in fact, as discussed by Jenkins et al. (2013) is producerly, as it gives space to social media users to participate, and provide their own meanings or resources, thus creating a product that is co-produced and, in a way, co-owned. Second, it encourages audience members to share the content they create on their own social media accounts, thereby increasing the reach of the organization's message. Third, it allows the organization to gather valuable data and insights about their audience, which can inform future content and marketing strategies. 

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