Transmedia Communication Plan for ENHANCE Alliance

Abstract

[EN] ENHANCE Alliance is a cluster of seven highly-qualified Technological universities. All of which have a high number of students and stakeholders to reach out to. From the current status of their social media platforms and events, the turnout has shown to have a low engagement rate and is becoming an area of increasing concern throughout the Alliance. Audience engagement is the key concept that distinguishes traditional one-way marketing communications from media brands and is the alliance’s overall goal. People want to participate in stories that can be passed on, as long as it's the right storyline for the right audience and they can actively help identify and repurpose the messages they think their community might be interested in. Engagement includes a wide range of activities, from broadcasting conversations and posting comments on blogs or articles, to creating new content, parodies, and additional stories. In addition to content creation, editing and distribution, active participation is based on complementary concepts: culture, community, and politics. Surveys will be conducted to get insights & opinions from anyone who is involved or not involved with the Alliance to measure the information exposure as well as collect the metrics of engagement on each platform to see the difference from the beginning of working in the Alliance and the current state it is in. Overall internal communication is a reflection of the organization's brand. ENHANCE and the rest of the alliances are constantly working on progressing and because of this, there are many things still unsettled that can explain the lack of engagement. Also, incorporating examples of the current workflow that is working effectively will be shown throughout this dissertation.