Samenvatting

The main purpose of this report was to research how to maintain and increase the yearround attention and promotion for the annual events of TEDxBinnenhof among its current target audience and possible new target segment in order to create more participation for the execution of innovative ideas. A transmedia approach was taken as focal point to correspond to the innovative spirit of TEDxBinnenhof. TEDxBinnenhof is an independently organized TEDx event that is licensed by the TED organization. TED is a non-profit organization committed to spreading inspiring ideas, mostly in the form of short and powerful live talks during one-day events that last 18 minutes or less. TEDxBinnenhof held the first event in June 2012 and the second in March 2014, partly organized by the ministries of Economic and Foreign Affairs. The business community in The Netherlands brought their needs for an event like this forward to the minister of Economic Affairs in order to also include the Dutch political system in putting Dutch innovations and innovative ideas in the spotlight. The theme always conveys Dutch innovative ideas and this year it was all about “Global Challenges | Dutch Solutions”. The mission of TEDxBinnenhof is to inspire people, organizations and politics with positive news about Dutch breakthroughs. Jim Stolze is founder and licensee of TEDx in The Netherlands and events started late 2009. Not even five years later, 185 Dutch TEDx events have taken place. Data was gathered by means of a literature research where different elements of the transmedia approach were researched in order to deliver a complete insight of this type of media strategy. A questionnaire distributed among 153 respondents in two target segments was conducted to reveal the audience’s (digital) media behavior in general and specific media behavior concerning TEDx and its discourses. The Uses and Gratification Theory was applied to research the visiting motivators and notification preferences of the audience concerning events. Lastly, five qualitative interviews with people selected on their specific relationship with TEDxBinnenhof to discover new insights about the organization and its competitive environment. This report presents a framework of best practices and tactics around a transmedia approach that can be applied to the current non-existing post-event promotion. The transmedia approach provides a suitable startup strategy for TEDxBinnenhof provided that some risks should be taken into consideration. A highly involved audience is necessary for the success of the strategy. For a small and young organization like TEDxBinnenhof it is advisable to include a Lean Startup approach to continually test hypotheses and adjust the vision where necessary. Since there is no current communication- or media plan the implementation of a new strategy can be seen as an experiment. Elements of the strategy that prove not to be successful can be dropped without too many financial risks. End-users should derive a sum of benefits during their engagement with the organization. Three key elements will help reaching the goal of maintaining and expanding the year-round attention: interaction, participation and action. The creation of post-event and sessions are most likely the most valuable channel and component of the transmedia strategy. Events have the highest potential in reaching the desired goals.