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1. Inhoudsopgave<br />
1. Inhoudsopgave ................................................................................................................................ 1<br />
2. Inleiding ........................................................................................................................................... 2<br />
3. Interne Analyse ................................................................................................................................ 3<br />
4. Externe analyse ............................................................................................................................... 5<br />
4.1. Meso-analyse .......................................................................................................................... 5<br />
4.2. Macro-analyse ....................................................................................................................... 11<br />
5. Swot analyse .................................................................................................................................. 18<br />
5.1. Confrontatiematrix ................................................................................................................ 19<br />
5.2. Probleemstelling .................................................................................................................... 21<br />
6. Doelgroepen .................................................................................................................................. 22<br />
6.1. Profielschetsen ...................................................................................................................... 25<br />
7. Doelstelling .................................................................................................................................... 27<br />
8. Concept ......................................................................................................................................... 27<br />
8.1. Concrete boodschap:.................................................................................................................. 28<br />
8.2. Pay-off ........................................................................................................................................ 28<br />
8.3. Propositie ................................................................................................................................... 28<br />
9. Communicatiestrategie ................................................................................................................. 29<br />
9.1. Communicatie instrumenten ..................................................................................................... 30<br />
10. Communicatiemiddelen ............................................................................................................ 30<br />
11. Tijdsplanning ............................................................................................................................. 32<br />
12. Budget ....................................................................................................................................... 33<br />
13. Evaluatie .................................................................................................................................... 35<br />
14. Bronnenlijst ............................................................................................................................... 36<br />
Pagina 1
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