This document outlines a campaign pitch for De Jaap, an opinion blog. The campaign proposes a writing competition targeted at university students to attract new young writers. It would involve five Dutch universities and offer entry, rounds, and a prize. Promotional materials would include flyers, social media outreach, and a brief viral video explaining De Jaap's philosophy and inviting students to "find their voice" by entering. Feedback from colleagues is provided, generally supporting the competition approach as an effective way to engage potential new readers and writers for the blog.

1. De Jaap- Campaign pitch Siobhan St. John (324859)-Johana Leeflang (335284)- Lou Esnard (335354)- ValentinaPaspalj (335235)- Claire van Elsacker (335268)

2. Introduction Fresh perspective New writers Innovative Paper-free De Jaap Reader vs. writer Controversial Tech savvy Male Open

3. De Jaap De Jaap’s briefing- Opinion blog- current, diverse, controversial- Openness/freedom of speech. Readership: 18-44 upper middle class males.- educated- tech savvy

4. Identification Maintain philosophy Reader vs. Writer balance Maintain character Topic range

5. Considerations Exceeds target audience  appealing to audience beyond 18-44 males. Who do we approach? Deviation from initial strategy? Stick to old <> attractively new.

6. Campaign target STUDENTS  Relating to original concept Training in academic writing New, young insights Mutual benefit? Writing for already existing/active audience Online presence

7. What does the campaign entail? Writing competition offered to university students UVA, Erasmus, TU Delft, Utrecht and Groningen University Entry, Rounds & Prize How do we contact students? On campus PR Through social media De Jaap’s Twitter and Facebook and University Twitter &FB

10. Intervention Design Viral Marketing Flyer Create awareness Provide information about De Jaap and campaign Change behaviour- sign up for competition

13. Translates to the identity of De Jaap

15. Any doubts, check this out! “I quite like the idea of a competition myself. There’s nothing more effective than challenging people to be better than their peers…” L. Miller “I too like the thought behind the video. It is clear, concise and challenging…” T. Oyekan “The campaign in itself is also well established, mostly due to the possibility of actively involving your audience…” M. van Deutekom

16. “For this particular campaign, I think it was a smart to develop a writing competition. It’s a very good way to attract more visitors to the site and maximize the potential of finding new and creative writers to write for the blog” R. Theemling I love the video. It’s short, to the point and I really like how you incorporated different viewpoints and people in it…All in all I like your campaign and think it would be successful if you were to carry it out in real life. S. Kilian