Adviesrapport Sacrum Profanum Festival - Weebly€¦ · 4!...
Transcript of Adviesrapport Sacrum Profanum Festival - Weebly€¦ · 4!...
Inhoudsopgave 1 Introduction 4 2 About Poland 5
2.1 Demographic, economic, political and cultural information about Poland 5 2.1.1 Demographic information 5 2.1.2 Economic information 5 2.1.3 Political information 6 2.1.4 Cultural information 6
2.2 EU-‐policy concerning Poland 7 2.2.1 Cohesion Fund in Poland 7
2.3 Identity and image of Poland in the Netherlands 8 2.4 Labour migration from Poland to the Netherlands 8 2.5 Tourism in Poland 9 2.6 Creative industries 9
3 About Festivals 10
3.1 The Sacrum Profanum Festival 10 3.1.1 Used communication about the Sacrum Profanum Festival 10
3.2 EU subsidy for festival 10 3.3 Do Europeans go to festivals abroad? 11 3.4 Application for smartphone 12 3.5 Social media 12
4 Conclusions 13 5 The target group 15
5.1 Divided based on age 15 5.2 Divided based on countries 15
6 Communication goal 17 7 Strategic options and communication advice 18
7.1 Development communication tools 18 7.2 Mediaplanning 23 7.3 Budget 23
Literature 24 Appendix I Company assignment about the Creative Industry in Poland (loose sheet) Appendix II Lecture Europe, within the perspective of Communication (page 15) Appendix III Lecture Europe and economics (page 31) Appendix IV Lecture Regional Marketing (page 51) Appendix V Lecture Creative Industry; Culture and Media in Poland (page 65) Appendix VI Lecture Employment and labour migration (page 67) Appendix VII Moodboard presentation Poland Appendix VIII Video communication tool Appendix IX BIG-‐forms
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1 Introduction Poland became in the last couple of years one of the most growing country of Europe. For the project intercultural communication we got the assignment for the festival Sacrum Profanum in Poland. It is an interesting country whom gives us some more investigation. The question is as follows: What can be the role of communication in order to make the 10th edition of the Sacrum Profanum Festival (SPF) to a success? It means that people from all over Europe from the higher cultural educated classes will be ‘seduced’ to come to Krakow for the festival that will take place from September 9-‐15-‐ 2012. The report will include research and analysis of this subject. In the research part the group members will have a look at Poland and the Netherlands but also three other countries in the EU. For the first three chapters is done some research. In these chapters there will be the results and conclusion about the company who organise the Sacrum Profanum Festival, Poland, the EU and trends. The following chapter, chapter 5, will describe one of the basic things in a communication plan: the target group for the communication plan which will be used for attract more European people to the Sacrum Profanum Festival. Another basic element: the communication goals will be find in chapter 6. After defining the target group and communication goals it was time for the strategic options and the communication advice in chapter 7. The results of this are the communication tools, so they will be also explained. And don’t forget: when you have tools, you also need a media planning and budgeting.
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2 About Poland In this chapter is information about Poland. In paragraph 2.1 there is research about Poland on demographic, economic, political and cultural level. There is also information about the EU-‐policy in Poland and the European Cohesion Fund, this is in paragraph 2.2. In paragraph 2.3 and 2.4 there is information about the identity and image of Poland in the Netherlands and research about the labour migration from Poland to the Netherlands. In paragraph 2.5 and 2.6 there is information about tourism and the creative industries in Poland. 2.1 Demographic, economic, political and cultural information about Poland 2.1.1 Demographic information Poland has about 38 million inhabitants (www.google.nl). The building of the population is as followed (www.indexmundi.com): 0-‐14 years 14.7% male 2.910.324 female 2.748.546 15-‐65 years 71.6% male 13.698.363 female 13.834.779 65< 13.7% male 2.004.550 female 3.245.026 The last couple of years the number of inhabitants decreases, because of emigration, obsolescence and mediocre economical circumstances (www.voorbeginners.info). The life expectancy for Polish people has increased in the last 50 years. In 1950 the life expectancy was about 68 years and in 2009 the age got higher and people became about 76 years old (www.google.nl). The biggest religion in Poland is Roman Catholic. About 95 % of the population has this religion (www.poldox.nl). In Poland one out of four employees has followed higher education. In every sector there are big differences in the level of education. In agriculture only five percent of the workers has a higher education, while in healthcare about 33 percent of the employees has a higher education (www.meys.eu). 2.1.2 Economic information The gross domestic product in Poland is expected to be € 403.1 billion. This means that the gross domestic product per inhabitant is € 15.953 (www.rijksoverheid.nl). Before Poland became an open market economy, Poland had a well developed industry and a underdeveloped service industry. Poland practically did not produce consumer goods who competed with the international consumer goods. After the change, the service industry exploited and made 66 percent of the gross domestic product. The share of the industrial area went down from 40 percent in the 80's to 24,5 percent in 2003 (www.polen.nl). At this moment Poland imports for about € 129.1 billion. The most important products Poland imports are petroleum, vehicles, electric machinery, telecommunication and general industrial products. The prominent business partners are Germany, China, Russia, Italy, France and the
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Netherlands (www.rijksoverheid.nl). Poland exports for about € 122.7 billion and the most important export products are vehicles, electric machinery, telecommunication, furniture and parts and metal products. For the export Germany, France, Italy, United Kingdom, Czech Republic and the Netherlands are the most important business partners (www.rijksoverheid.nl). Investors in Poland are the United States, the United Kingdom, Germany, South-‐Korea and Sweden. In 2009, Poland was the only country that did not get into a recession and the EIU (European Intelligence Unit) expects that the grow of the gross domestic product will be 3,3 percent in Poland. This is more than average in the European Union. Furthermore Poland has the biggest economy from the countries that entered the European Union in 2004 and the consumption pattern in the West of Poland looks more and more like that from other European countries (www.agentschapnl.nl). 2.1.3 Political information
Poland is a parliamentary republic and is led by a president. The president is directly chosen by the population for a period of five years. With legislation, the president has the veto, the privilege, but can be cancelled by 60 percent of the parliament. The actual power lays with the government. After Lech Kazunski died in 2010, Bronislav Komorowski became president. The cabinet has the executive body en together with the parliament also the legislature.
Since 2007 the political colour of Poland is centre right (www.europa-‐nu.nl). Centre right supports generally liberal democracy, capitalism and the market economy. In general, they resist to socialism and using violence as a political help (www.europa-‐nu.nl).
Poland has a Constitutional Court that attempt laws to the Constitution. In 2003 there was a referendum about Poland joining the EU (www.europa-‐nu.nl).
2.1.4 Cultural information The official name of Poland is Rzeczpospolita Poslka, this means Republic of Poland. This country is situated in the East of Europe. The surface of Poland is 312.684 square kilometres and is about seven times as big as The Netherlands. The Polish border is connected to seven countries: Kaliningrad Oblast (a Russian enclave), Lithuania, Belarus, Ukraine, Czech Republic and Slovakia and Germany (www.landenweb.net). During World War II there were six million people, including three million Jews, slaughtered in the Nazi death camps. At this moment 98 percent of the people living in Poland are Polish. The other two percent consist of groups like the Ukrainians, Belarusians, Germans, Slovaks and Lithuanians (www.polandforvisitors.com). 60 percent of the Poles live in cities. In Poland there are five cities with more than 500.000 inhabitants. Warsaw is the capital and has about 1.7 million inhabitants. The language is a Slavic language: Polish. English is the most popular foreign language (www.polandforvisitors.com). The Polish culture has Latin and Byzantine influences and furthermore by a lot of European occupations. Customs and traditions are a mix of Eastern and the Western countries (www.polandforvisitors.com).
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The Polish cuisine and dining table is a reflection of the warm Polish culture. Eating with family is a nice get together, almost a celebration. The Poles are very hospitable. Breakfasts and dinners are generally very heavy and Poles eat a lot of meat and potatoes (www.polandforvisitors.com). 2.2 EU-‐policy concerning Poland Poland joined the European Union on 1 May 2004. Poland wants to participate in the efforts to accomplish the long-‐awaited reforms of the EU. They do this by having an active role in the negotiations for signing in the European Constitution and declares (http://en.poland.gov.pl). Because Poland is a member of the EU they can fully participate in creating policies and take advantages from the benefits of European policies. This benefits can be the Cohesion Policy, the UE or the Structural Funds. By using one of these funds it gives a country great development opportunities (http://en.poland.gov.pl). The EU-‐law allows people who have an European passport, to settle in any European country they like and take up employment. The EU ensures recognition of professional qualifications and the coordination of national social security systems. A lot of Polish people take advantage of this law and there is and economic emigration from Poland to other countries of Europe. The Polish people get employed in the EU and gain access to professional or vocational training (http://en.poland.gov.pl). The Common Foreign and Security Policy (CFSP) is a cooperation between EU states. This policy is based on a security and defence identity of the different countries (http://en.poland.gov.pl). Poland is fully prepared to take part in the Joint Foreign and Defence Policy and declares to be convergent with the CFSP. Poland also declares to participate in activities which are essential for the joint defence of the interests of member’s states (http://en.poland.gov.pl). Poland plays an important role in shaping the EU eastern policy. They expect a visible differentiation of the neighbourhood policy in relation to each region and proclaims, in favour of the development of the EU eastern policy. The EU eastern policy establishes good neighbourly relations with countries belonging to the Commonwealth of Independent State (http://en.poland.gov.pl). 2.2.1 Cohesion Fund in Poland In 2004 all Polish regions were below the threshold of 75% of the EU average in gross domestic product (GDP) per inhabitant. Because of this low GDP Poland received € 435 million from the European Union. With this money Poland was able to increase the employment rate, invest in basic infrastructure, grow in the transport sector and support particular small and medium-‐sized enterprises (http://ec.europa.eu). The Cohesion Fund invests in different projects across Europe to achieve economic and social cohesion by reducing disparities between Member States and regions. With € 347 billon for 2007 till 2013, the Cohesion Fund supported Poland. With the money they invested in safe and clean transport and infrastructure, general improvements to the environment (like water facilities), supporting innovation amounts, jobs, economy, government services, entrepreneurship, financial engineering instruments and energy efficiency (http://ec.europa.eu). There were also several projects introduced to modernize and expand cultural, tourism, health and educational facilities (http://ec.europa.eu).
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2.3 Identity and image of Poland in the Netherlands Since the beginning of the 20th century, there was a lot of migration from Poland to the Netherlands. In 2007, when the borders were opened, there were a lot of Polish people who came to the Netherland to work. At this time there was a discussion about the hierarchical place of this Poles in the Netherlands. In the Netherlands there is a Polish community but this community is not close. The society is one of many different communities in the Netherlands. The Polish community is not very close becaue Polish people easily participate in the (http://igitur-‐archive.library.uu.nl). Ethnicity is an idea that people attribute themselves. The media is talking about ‘the Poles’ and this group of people belongs to one ‘different’ group. On the other hand, the Poles differentiate themselves from other Polish people (http://igitur-‐archive.library.uu.nl). The media talks a lot about alcohol and the Poles. Polish people like to drink in a positive way. Dutch people conceive this as a negative ‘Polish’ problem. Polish people see their family and friends very often and most of the time, there is alcohol (http://igitur-‐archive.library.uu.nl). In the Netherlands, the Polish people do not have to visit the church necessarily. The Polish people have to create a very different lifestyle, for instance that it is not strange to visit a church and that you can live together with your boyfriend/girlfriend without marrying. The church does not have the moral and social monopoly (communism) anymore (http://igitur-‐archive.library.uu.nl). Polish people are proud of their country because Poland stood tall through rough times. Hospitality, family, Catholic religion and patriotism are important for the Poles (http://igitur-‐archive.library.uu.nl). A lot of things of the Polish culture are established in the Netherlands. Such as Polish newspapers, churches and stores. These are signs of a strong Polish culture, therefore Dutch people look different towards Poles than Americans, British people and Germans. The Poles feel at home in the Netherlands. They like the nature in Holland, the education arrangements, no corruption and the good infrastructure. What the Polish people do not like about the Dutch is their inhospitality and greediness (http://igitur-‐archive.library.uu.nl). The Polish and Dutch culture do not have a lot differences. When you are looking to Turkish and Moroccan people, there are a lot more differences, for instance the Islam religion. This religion is very unfamiliar for the Dutch people (http://igitur-‐archive.library.uu.nl). Sometimes Dutch people are afraid that their jobs were take away by the Polish people and that they be the ‘new Turkish and Moroccan people’ who are going to bring trouble. On the other hand, Polish people are very hardworking, they are never ill en they never whine. They accept all kinds of work (http://igitur-‐archive.library.uu.nl). 2.4 Labour migration from Poland to the Netherlands In the Netherlands, Polish people can earn a lot of money in contrast to their own country, and in the Netherlands is a lot of employment for them. Furthermore, the Poles were protected by the EU and they weren’t exploited in the Netherlands. Polish people are very hardworking and they like the working conditions in the Netherlands. The Poles want to do the work that the Dutch people don’t want to do. Poles often work below their level, but they earn the same as the Dutch people regarding the, so called ‘CAO norm’. Most of the Polish people who have worked in the Netherlands go back to
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their own country. Despite of that, the Poles are very independent and the Dutch and English language is not very hard for them. Almost half of the Poles daily have contact with their neighbors and this is more than the average Dutchmen (www.flexmarkt.nl). 2.5 Tourism in Poland Krakow is in the top three of city trips. There are a lot of museums and other sightseeing arrangements, such as the well known concentration camp from the second world war, Auschwitz. Furthermore there are a lot of events and festivals as Woodstock, Midsummer Night festivities and Sacrum Profanum Festival. Poland is one of the most versatile countries of Europe. Also this country has a very favorable location (www.polen.travel and www.polhome.nl). The nature of Poland is very versatile. You can find mountains on the South side, the sea on the North side, the marshes on the East side and the desserts and the forests on the West side of the country (www.polen.travel and www.polhome.nl). Every year tourism in Poland increases with 7 %. The Polish culture has a lot of charm which is appealing to western tourists. The Poles are traditionally, hospitable, open, friendly and helpful. They serve great food and the environment is clear and full adventure (www.polen.travel and www.polhome.nl). 2.6 Creative industries Creative industries are perceived as a forerunner of new economic forms: dynamic and mobile industries are organized in networks in order to manufacture products with the support of high-‐tech solutions and the central point is creativity. In the process of changing the industrial society into the knowledge society, creativity has become a significant factor of competitiveness. Therefore, a large growth potential is attributed to the creative industry in a political and economic aspect. Every year, the Polish creative industry has been increasingly strengthening and marking its place and value on the domestic economic market. The creators’ activity is one of the elements in building a new brand and economic strategy (www.britishcouncil.org and www.creativity-‐innovation.eu).
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3 About Festivals In this chapter there is in paragraph 3.1 information about the Sacrum Profanum Festival and the communication tools that they have used in the past years. In paragraph 3.2 there is information about the EU subsidy that could be used for the festival. If and why Europeans visit festival abroad is in paragraph 3.3. In paragraph 3.4 and 3.5 there is information about applications for the smartphone and about social media. 3.1 The Sacrum Profanum Festival The Sacrum Profanum Festival is a festival situated in Krakow, Poland. This festival was held in 2011 from the 11th till 17th of September. In 2012 the festival will be held for the tenth time. Sacrum Profanum Festival is organised by Krakowskie Biuro Festiwalowe or in English The Krakow Festival Office (www.sacrumprofanum.com). This festival has gained the status of one of the most interesting music events in Europe, because a lot of important artists are participating at the festival. Sacrum Profanum combines classical music with modern music and other trends. The thematic direction of the festival is the many directions and richness of sound from the XX century (www.sacrumprofanum.com). Every year the programme of the festival concentrates on composers from another country. The festival takes place at different places in Krakow, because every place has different character. The places which have been used last year are the Łaźnia Nowa Theatre, The Museum of Urban Engineering and Electrolytic Tinning Plant. The festival has obtained serious Polish awards and distinctions (www.sacrumprofanum.com). The Sacrum Profanum Festival is financed by the Minister of Cultural Heritage, the municipality, European subsidies, media partners and companies. The sponsors are Elektrociepłownia Kraków, a public utilities company, Rezerwuje.pl, a chain of hotels and Anndora, a Mazda dealer (www.sacrumprofanum.com). 3.1.1 Used communication about the Sacrum Profanum Festival The Sacrum Profanum Festival has a website. On this website they post articles with festival information and the programme. There is also a photo gallery of the festival on the website. The Sacrum Profanum Festival does not have a Twitter-‐account, but has a My Space-‐account, a Facebook page, a channel on YouTube and a Flickr page and also a radio channel. On these accounts they post messages in Polish and not in English, so for foreigners it is impossible to read these messages. On the website with information about Krakow they are also mentioned. 3.2 EU subsidy for festival
Article: A news conference highlighting the program and objectives of the forthcoming European Culture Congress began at the stroke of noon on 22nd August 2011 at Wroclaw’s Lower Silesian Film Centre (the former Warszawa cinema). The start of the Congress, one of the most significant events of the Polish Presidency, is only three weeks away. Taking the floor at the news conference were Bogdan Zdrojewski, Minister of Culture and National Heritage, Wroclaw Mayor Rafal Dutkiewicz and Michal Merczynski, director of the National Audio-‐Visual Institute who unveiled the Congress program (europa-‐nu.nl).
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‘Today the Congress program and the scope of preparations for it transcend the limits of the imagination but certainly not its possibilities,’ Culture Minister Bogdan Zdrojewski told the news conference. He described the September Congress as the culmination of the great hopes pinned on Poland’s EU Council Presidency in the cultural realm (europa-‐nu.nl).
Minister Zdrojewski and the Mayor of Wroclaw agreed that Wroclaw culture was in the process of building the most lasting and excellent quality symbols of Polish culture, of which the Congress will be an exemplification. ‘Several events have inscribed themselves in gold letters in the symbolic memory of Wroclaw. The first was the 1948 congress of intellectuals, the second was Pope John Paul’s pilgrimage at the time of the great flood in 1997, and the European Culture Congress of 2011 has a chance of taking its place amongst them,’ remarked Mayor Rafal Dutkiewicz (europa-‐nu.nl).
Michal Merczynski, director of the National Audio-‐Visual Institute, recalled the motto of the forthcoming Congress: Art for Social Change — culture as a tool serving social transformation. He also drew attention to the uniqueness of the event, especially as regards its interdisciplinary character. That will make it possible to meld meetings of EU culture ministers, debates on contemporary culture, interactive workshops and various artistic disciplines including music, architecture, theatre, design, film and the latest art forms into a single event. This four-‐day cultural festival is a once-‐in-‐a-‐lifetime project. Between the 8thand 11thSeptember, scores of interdisciplinary artistic projects will make their début. ‘The Congress will offer opportunities to meet outstanding artists in various fields, politicians, non-‐governmental organizations, philosophers and activists as well as ordinary people,’ Micha lMerczynski explained. While presenting the Congress program he emphasized the role that participating non-‐governmental organizations have played in preparing this event (europa-‐nu.nl).
The conference’s crowning touch will be the screening of Pawel Mykietyn’s special work 3 for 13 in 3D technology, recorded by the National Audio-‐Visual Institute in September 2010 during the Sacrum Profanum Festival in Kraków. 3 for 13 is part of a Made in Poland publishing project, prepared by the National Audio-‐Visual Institute specially for the European Culture Congress (europa-‐nu.nl).
The European Culture Congress, taking place on 8th-‐11thSeptember in Wroclaw, is one of the most important events of the Polish Presidency’s National Cultural Program, for whose conception and implementation, by the decision of the Culture Minister, the National Audio-‐Visual Institute is responsible (europa-‐nu.nl).
3.3 Do Europeans go to festivals abroad? On the 28th of July 2011 there was an article in the NRC about why people, and specific Dutch people, go to festivals abroad (nrcnext.nl). There were a few reasons given. The weather abroad is most of the time better and that makes that people have an instant vacation feeling. Furthermore, the price of a festival is a important. The price for the ticket is lower abroad than in the Netherlands and also drinks and food are not so expensive in other countries. Also tickets for big festivals in the Netherlands are soon sold out, to visit the festival abroad, is then a good alternative (nrcnext.nl). A Dutch woman gave an example to explain why she went to Melt in Germany. The price of the ticket including a place on the camp site was € 120 and she paid € 1.50 for a beer and € 3.00 for a crêpe on the festival ground. A lot of people find the financial reason a very important one (nrcnext.nl).
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The line up is also mentioned as a important argument to visit festival abroad. The line up is not as main stream as in The Netherlands. The festivals in Eastern Europe are mentioned as festivals with nice line ups (nos.nl). 3.4 Application for smartphone
At the beginning of 2011, The Phone House did research and they concluded that 34 % of the Dutch smartphone-‐users are using the Android telephone and 21 % are using iOS (iPhone, iPad). 17 % are using Windows Mobile, 16 % Blackberry and 13 % Symbian (cmcgblog.nl).
When you compare the Android app-‐store with the app-‐store of the iPhone you come to the conclusion that they both have the same number of apps. However, there are differences between Android and iOS. iPhone-‐users download more apps than the users of Android. Each day there were downloaded 33 million iPhone-‐apps and 16 million Android-‐apps.
For app-‐developers there is a huge difference between the markets of Android and iPhone. Developers who make an Android-‐app do only have to pay € 17,50. Developers who make an iPhone-‐app have to pay up to € 69,00 (iphoneclub.nl).
On the 17th of December there was a big annual party called ‘Dirty Dutch Blackout’ in the Netherlands, this is a house party with lots of Dutch DJ’s. Dirty Dutch had for this year a special application made with lots of information about this party. The day before the party, the day of the party and the day after, this application was on the first place of the top downloaded free applications in the iTunes store, so a huge success.
3.5 Social media
Social media is a very upcoming way to communicate. Also the mobile version of social media. 40 % of the people are using the mobile version on their smartphones. Facebook is the most popular application for smartphone-‐users. 72 % is using this Facebook-‐app and 40 % is using the Twitter-‐app (primoposto.nl).
Mark Zuckerberg was the founder of Facebook the social network in February 2004. Originally a social network for students of the Harverd University. At the campus it became very popular and expanded to other colleges. In 2005, Facebook was available for high schools, and in 2006 it was approachable for everybody. After that it has experienced tremendous growth.
The Facebook Platform was launched in 2007. It allowed developers to create applications on the network. In 2008, Facebook launched Facebook Connect, which was in a competition with OpenSocial and Google Friend Connect as a universal login authentication service (webtrends.about.com).
Twitter is a social networking and microblogging service that allows you to answer the question, ‘What are u doing?’. By sending short text messages of 140 characters in length, so called ‘tweets’, to your friends or ‘followers’. With Twitter you can also send Direct Messages, this is personal because only the receiver can read this message (tweeternet.com) .
It’s a very logical idea to use this increasing hype. To use a festival-‐app, your range of people gets much bigger en wider and you can communicate on a easily way with all kinds of people over the whole wide world (primoposto.nl).
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4 Conclusions
In this chapter are the most important findings of the research. All research can be found in the two chapters before.
The Sacrum Profanum Festival is a festival situated in Krakow, Poland. In 2012 the festival will be held for the tenth time. Sacrum Profanum Festival is organised by 'Krakowskie Biuro Festiwalowe' or in English ´The Krakow Festival Office´ and during the festival music from the XX century, the twentieth century, will be presented. The Sacrum Profanum Festival is financed by the Minister of Cultural Heritage, the municipality, European subsidies, media partners and companies. The sponsors are Elektrociepłownia Kraków, a public utilities company, Rezerwuje.pl, a chain of hotels and Anndora, a Mazda dealer. In 2009, Poland was the only country that did not get into a recession and the EIU (European Intelligence Unit) expects that the growth of the gross domestic product will be 3,3 % in Poland. This is more than average in the Europe Union. Furthermore Poland has the biggest economy from the countries that entered the European Union in 2004 and the consumption pattern in the West of the country looks more and more like that from other European countries. When Poland joined the EU, the Cohesion Fund invested € 347 billon for 2007 till 2013 in Poland. With the money they invested in safe and clean transport and infrastructure, general improvements to the environment (like water facilities), supporting innovation amounts, jobs, economy, government services, entrepreneurship, financial engineering instruments and energy efficiency. Polish people are proud of their country because Poland stood tall through rough times. Hospitality, family, Catholic religion and patriotism are important values for the Poles. A lot of things of the Polish culture are established in the Netherlands. Such as Polish newspapers, churches and stores. These are signs of a strong Polish culture, therefore Dutch people look different towards Poles than Americans, British people and Germans. The Poles feel at home in the Netherlands. They like the nature in Holland, the education arrangements, no corruption and the good infrastructure. What the Polish people do not like about the Dutch is their inhospitality and greediness. Creative industries are perceived as a forerunner of new economic forms: dynamic and mobile industries are organized in networks in order to manufacture products with the support of high-‐tech solutions and whose central point is creativity. Every year, the Polish creative industry has been increasingly strengthening and marking its place and value on the domestic economic market; the creators’ activity is one of the elements in building a new brand and economic strategy. Every year tourism in Poland increases with 7%. The Polish culture has a lot of charm what appeals to western tourists. The Poles are traditionally, hospitable, open, friendly and helpful. They serve great food and the environment is clear and full adventure. Dutch people like to visit festivals abroad, because this gives them an instant vacation feeling. Money and the price for a festival ticket is also a very important reason why people would visit a festival abroad.
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For the Dirty Dutch Blackout party in the Netherlands they developed an application for the smartphone. The day before the party, the day of the party and the day after the party, this application was on the first place of the top free downloaded applications in the iTunes store.
The Phone House did research and they concluded that 34 % of the Dutch smartphone-‐users are using the Android telephone and 21 % are using iOS (iPhone, iPad). 17 % are using Windows Mobile, 16 % Blackberry and 13 % Symbian (cmcgblog.nl).
34 % of the Dutch smartphone-‐users are using a Android telephone and 21 % are using an iPhone or an iPad. 17 % of all users are using a Windows Mobile, 16 % a Blackberry and 13 % a Symbian.
40 % of all the people who use a smartphone, use an application of a social media. Facebook is the most popular application. 72 % of these people use the Facebook application, 40 % use the Twitter application.
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5 The target group In this chapter there is information about the target group which should be aimed at for the Sacrum Profanum Festival. The target group of Sacrum Profanum Festival is a group of people who like music from the 20th century. This century is known for its new, modern, avant garde and experimental music. The target group are people in the age range of 16 till 70 years old from all over Europe. They are interested in music, higher educated and have an eye for design. These people also like to visit festivals abroad. 5.1 Divided based on age Because this is a very large target group, the group is divided in three smaller groups based on age: 16 – 35 years old This is a group of quite young people. This is a group with a lot of varieties: people who go to school, who go to university and people who are already working. A lot of people in this group can be found in the public transportation, they are on their way to school or on their way to work. Students don't have much to spend, so prices of tickets can't be that high for them. This group of youngsters are very active on the internet. 91 % of the people from the group 15 -‐ 25 years who have access to the internet, have an account on a social media website like Facebook or Twitter. The group of people from 25-‐55 years who have access to the internet, is also very active on social media sites. About 54 % Of this group is active on one or more social media websites. Dutch youngsters are one of the most active groups on social media sites. The most active youngsters are the Poles, 94 % of the Poles have a social media account (www.klantinteractiekenniscentrum.nl). 36 – 55 years old In this group there are lot of people who work. This group can be reached the best on their way to work or to the supermarket, for example. This group has more to spend then the group 16 -‐ 35 years. The group of people from 25 -‐ 55 years who have access to the internet, are very active on social media sites. About 54 % of this group is active on one or more social media websites (www.klantinteractiekenniscentrum.nl). 56 years and older This is a group of people that is at the end of their working life, they are about to retire or are already retired. This group has more time to do nice things and travel and visited countries abroad. About 30 % of the people from 55 -‐ 70 years is active on a social media website, this is a high number (www.klantinteractiekenniscentrum.nl). 5.2 Divided based on countries Whole Europe is a large target group. Because of this, there are five countries which will be aimed at. If this goes well, next year of years after that the promotion can be expended to other European countries.
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The five countries that are chosen are Poland, Slovakia, Czech Republic, Germany and the Netherlands. Slovakia, Czech Republic and Germany are neighbour countries of Poland. For those inhabitants it is less difficult to travel to Poland for the festival than countries that are further away. People in the Netherlands are also a target group, because Dutch people like to visit festivals abroad.
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6 Communication goal In this chapter the communication goal for the Sacrum Profanum Festival of September 2012 is described. The Sacrum Profanum Festival has many visitors. Last year the festival had 11.000 visitors. The percentage of international visitors was 10 % of all visitors. The goal of this plan is to attract more European people for the Sacrum Profanum Festival. By using this communication plan the European visitors will increase from 10 % to 15 % of all visitors of the festival.
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7 Strategic options and communication advice In this chapter there is a communication advice about how to promote the Sacrum Profanum Festival in Europe. In paragraph 7.1 there are examples of communication tools which could be used by promoting the festival. In paragraph 7.2 is the media planning and the budget for this promotion is in paragraph 7.3. To attract more European visitors to the festival, all the communication should be in English. This way a lot of different countries can be reached. Media that should communicate in English are the website of the Sarcrum Profanum Festival, Twitter, Facebook and YouTube. On the website there are already a few links to social media that the Sacrum Profanum Festival uses, only Twitter is missing. Twitter is a very upcoming and international social media network. With Twitter you can reach in a short time a lot of different target groups. Social media is very important and a large number of Sacrum Profanum Festival visitors are using this medium. Guerrilla marketing can be used by organizing a flash mob. This will attract more visitors and will get some free publicity for the festival. In paragraph 7.1 the flash mob will be explained. The promotions of the festival will be in the five largest cities in each country. Poland In Poland the promotion will be in Krakow, Warschau, Breslau, Lodsch and Posen. Czech Republic The promotion in Czech Republic will be in Praag, Liberec, České Budějovice, Hradec Králové and Ústí nad Labem. Slovakia In Slovakia the promotion will be in Bratislava, Banská Bystrica, Bardejov, Humenné and Komárno. Germany The promotion in Germany will be in Berlijn, Antwerpen, Brussel, Berlijn, Hamburg and Munchen. Netherlands In the Netherlands the promotion will be in Amsterdam, Rotterdam, Utrecht, The Hague and Eindhoven. 7.1 Development communication tools Twitter and Facebook Twitter and Facebook are a great way to keep you followers or friends up to date according to new developments. When people are connected with the festival in this way, they don’t have to go to the website, but are being informed in their, so called, timeline. Do not use Facebook and Twitter only for new updates about the festival. Use these media also for special actions, such as competitions were followers or friends can win tickets to the Sacrum Profanum Festival. This way there will be an interaction with followers of friends from other countries and more people will follow the Sacrum Profanum Festival because they also want to win the free tickets.
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Smartphone application A lot of people all over Europe have a smartphone. More and more people are using applications on their mobile phone for directions, the weather, social media or other applications with useful information. The Sacrum Profanum Festival can hitch on to this hype by creating a Sacrum Profanum Festival App. This app can be downloaded by people who visit the festival or who are planning to visit the festival. With this app people get all the information about the festival. Functions in this app will be:
• General information. Information like the date, time and locations. Also how to reach the festival with public transportation is included.
• The program of the Sacrum Profanum Festival. The artists and the line-‐up can be found here. • The map of the festival ground and building where they need to be. On this map, information
like toilets, first aid, selling points for food and drinks and hotels in the neighbourhood can also be found in the application.
• Picture with the logo of Sacrum Profanum Festival. People can make pictures with this function in the application, so that they have a nice picture with the logo on it from the Sacrum Profanum Festival and post it on social media like, Facebook and Twitter.
• Updates. With this function, the Sacrum Profanum Festival can inform people about important information during the festival.
The best way is to provide this app for free, then more people will download the application.
Below you can see a preview of the Sacrum Profanum app:
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The Sacrum Profanum App will be promoted on the website of Sacrum Profanum Festival, social media, banners on the internet, flyers and posters. “Download our SPF application on your
People can find the app in the appstore of their smartphone! Hopefully this app will reach the top 25 of most downloaded applications.
Wi-‐Fi spots In Poland, there are not a lot of free Wi-‐Fi spots. To use the application during the festival, free access to the internet is necessary. If foreign festival visitors want to use the application, they will need free Wi-‐Fi, because using a Internet connection of their own provider is very expensive. To make the application a success among visitors from abroad the Sacrum Profanum Festival needs to make sure that there are enough Wi-‐Fi spots available.
The Sacrum Profanum Festival can make a sponsorship deal with one of the bigger providers in Poland like T-‐mobile, Orange Polska or Plus. One of these providers can provide free Wi-‐Fi spots in the environment of the festival and advertise at the same time. For example, the provider can place Wi-‐Fi spots on places where they also create a point where people, who visit the festival, can reload their cell phone. In The Netherlands, this service was a big success during Lowlands. This is a yearly festival in The Netherlands which takes three days. The Dutch provider was advertising during the festival by providing a point where people can heap up their cell phone. By providing free Wi-‐Fi, everyone with a cell phone, can use the application for free and this will have a positive effect on the use of this application and also foreigners will be able to use the application without costs. Flash mob Flash mob in several cities of Poland on exact the same time. A flash mob is a group of people who organize themselves, using electronic media such as cell phones or the Internet, to gather together in a public place, behave in a predetermined manner for a predetermined amount of time, and then quickly disappear. About fifty ‘normal’ people walk around in the centre of a view big cities in Poland (Krakow, Breslau, Lodsch, Posen and Warschau). There can also be chosen for only the capital, than you do not need as much performers. When it is time to do the flash mob they throw off their jackets and they have a Sacrum Prpfanum Festival shirt underneath their jackets in different colours. Then they are going to do an easy dancing show and there are people who give flyers to the audience. This are flyers with discount for the Sacrum Prpfanum Festival. All people may participate at the flash mob! When there are a lot of people who participate, the flash mob is more notable. A successful flash mob depends on the element of surprise. The ‘plus’ element of the logo of the Sacrum Profanum Festival is very suitable as an ending pose of these flash mobs. Participants, called mobsters, share news about the time and place for an upcoming event through postings on blogs, chain e-‐mail messages, SMS text messages and social networking sites such as Facebook and Twitter.
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It is not very usual to announce a flash mob but now it is important to announce this flash mobs for the Sacrum Profanum Festival before. This announcement can be placed in the newspapers of the cities where the flash mob takes place, because than people know that there is coming something. Vacation package Not only a ticket for the festival. But a Poland trip including the festival and things like museums, restaurants, city trip. Deal with a local travel organisation A travel package is possible, when the Sacrum Profanum Festival makes a deal with a local travel organisations that travel by bus in the Netherlands, Germany, Czech Republic, Slovakia and Poland For example, in the Netherlands there are a lot of travel organisations who offer trips to Poland. A big travel organisation like Oad would be a good organisations to organise a trip with. This is an organisation that travels a lot by bus, so costs aren’t that high and that would probably attract the younger target group, because they don’t have a very big budget. The Sacrum Profanum Festival can work together with Oad to organise a special trip for people who want to visit the festival and want to see something of Poland. People can visit the festival, but also during the trip the guidance from the travel organisation will show people Poland and attractions in Poland. People will visit the festival and will also have a nice vacation, the ideal combination. This can also be arranged with local travel organisations in Germany, Czech Republic, Slovakia and Poland. Vacation package with scheduled service Another possibility is to work with a scheduled service. For example with Eurolines. This is a collaboration of European bus companies and offers trips to more than 500 European destinations. The costs for this scheduled are not that high, so that would be an interesting option. Visitors from The Netherlands, Germany, Czech Republic, Slovakia and also Poland, can book a ticket on one of the scheduled services to Krakow. The Sacrum Profanum Festival can make a combination between buying a ticket and a vacation package which includes a hotel and guided tours. Also, local bus companies and tour guides, who speak English, can be contracted by the Sacrum Profanum Festival and a schedule for guided tours can be made for the visitors from different countries. The visitors can be picked up from different places in the city and in that way people can see something from Poland and visit the festival as well. Adjustments to the website At this moment, the website of the Sacrum Profanum Festival is not so sensational. The colours are mostly white, black and grey. Sacrum Profanum Festival can choose to adjust the website to make it more exciting. This can be done by adding more colour to the website. A nice image is the plus in the Sacrum Profanum logo. To make the site more appealing the plus can be used as a returning factor on the website. Making the cursor into a plus sign and also summary's can be made with this plus sign. This plus sign is also a nice image for the rest of the communication tools, Sacrum Profanum Festival can create unity by using the plus in more of the festival expressions. Poland wants to attract more European people to the festival, so they can use the design of their country for the website. Poland has a very typical design in 'Folk art'. They use a lot of flowers and
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patterns for their design. Most of the designs are very recognizable and these would be perfect to make the festival recognizable to foreigners. ‘Standard’ promotion tools -‐ Flyers -‐ Radio commercials -‐ Internet banners on other websites -‐ Outdoor marketing (posters, billboards, abri’s, marketing on the public transport) -‐ Online marketing via community websites -‐ Local media -‐ National media Design flyers and poster The flyers and posters will be similar to the new design of the website. By using bright colors the flyers will be inviting and will raise the curiosity of the target group. The plus logo of the Sacrum Profanum Festival will be used in different colors in the flyers and posters. The flyers and posters will give information about the festival. A few big artists will be mentioned and when and where the festival takes place. The website of the Sacrum Profanum Festival will be mentioned on the flyers and posters, on which social media they can find the festival and the application for the smartphone will also be mentioned. Citing communication tools Several communication tools will be citing towards other communication tools. Below a model that explains which tool cites to another tool. Communication tool Cites to Flyers and posters -‐ Website
-‐ Social media -‐ Application smartphone
Website -‐ Application smartphone -‐ Social media -‐ Flash mob (online video) -‐ Poncho’s -‐ Vacation package
Flash mob -‐ Website -‐ Flyers will be handed out after flash mob
Social media -‐ Website -‐ Application smartphone
Application smartphone -‐ Website -‐ Social media
Banners -‐ Website -‐ Social media -‐ Application Smartphone
Vacation package -‐ Website -‐ Social media -‐ Application smartphone
Radio commercials -‐ Website -‐ Social media -‐ Application smartphone -‐ Vacation package
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7.2 Media planning For the media planning there must be a chronological order in the implementation of the communication and media tools. The planning is as followed: 4 weeks before ticket sales: The posters, billboards, abri’s have to be placed in the cities. The marketing on the public transport, radio commercials and internet banners will start and the news items through the local and national media will be implemented. They have to say when the ticket sales begin and where you can buy the tickets. The 7 days before ticket sales: Begin the Twitter and Facebook action. Every day people can win a ticket for the SPF on Facebook and Twitter. February – launching the Sacrum Profanum Festival App. In the beginning of June: implement the Flash mob. Give away flyers.
Sacrum Profanum Festival: 9-‐15 September 2012
7.3 Budget Twitter and Facebook implementation: Sacrum Profanum Festival tickets: 14 x € 40,-‐ = € 560,-‐ Sacrum Profanum Festival App : € 2000,-‐ Flash mob: T-‐shirts: 250 x € 10= € 2500,-‐ People (volunteers): € 0,-‐ Outdoor marketing: Posters (10.000 posters, 2000 a country): € 4000,-‐ Flyers (400.000): € 6000,-‐ Radio commercials: € 20.000,-‐ Total: € 35.060,-‐ The rest of the communication budget (the total of het budget is € 62.500,-‐) can be used for unexpected costs or for extra promotion.
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Literature Adjustments to the website http://www.smashingmagazine.com/2010/01/17/the-‐legacy-‐of-‐polish-‐poster-‐design/ Lecture: Mats Elzinga, December 2011 Applications for smartphone’s http://www.iphoneclub.nl/130211/infografiek-‐-‐iphone-‐-‐apps-‐-‐en-‐-‐hun-‐-‐cijfers/. http://www.lowlove.nl/nieuws/je-‐smartphone-‐op-‐lowlands-‐hoe-‐overleef-‐je-‐drie-‐dagen-‐zonder-‐stopcontact/ Budgeting http://www.appsontwikkeling.nl/index.php?option=com_jefaq&view=faq&Itemid=57 http://www.t-‐shirts.nl/bedrukken.php http://www.drukland.nl/drukwerk/flyers-‐drukken.html?gclid=CO7iqYbg6K0CFYZN3godiF9D7g http://www.primareclame.nl/tarieven.html Cohesion Fund Poland http://ec.europa.eu/regional_policy/sources/docgener/informat/country2009/pl_en.pdf in Poland. Communication goals http://www.blurtit.com/q505699.html Creative industries http://www.britishcouncil.org/poland-‐iyce-‐18.htm http://www.creativity-‐innovation.eu/fileadmin/_creativity-‐innovation/downloads/Creative_industries_-‐_conference_lodz.pdf Development of means of communication (tools) http://www.vnpf.nl/files/File/belangen/sectoronderzoek/vnpf_rapport_final_2.pdf http://www.dirty-‐dutch.com/dirty-‐dutch-‐blackout-‐app/ Economy Poland http://www.agentschapnl.nl/onderwerp/polen-‐economie. Education Polish people http://www.meys.eu/file.axd?file=2010%2F3%2FPolen.pdf. Emigration Poland http://www.voorbeginners.info/polen/volk-‐en-‐cultuur-‐1.htm. EU-‐policy Poland http://en.poland.gov.pl/The,priorities,of,Polish,European,policy,459.html. EU Subsidy for festival http://www.europa-‐nu.nl/id/vis3u9bs7lz8/nieuws/persconferentie_over_het_aankomend?ctx=vggbnhigl7xa
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Export products of Poland http://www.rijksoverheid.nl/documenten-‐en-‐publicaties/rapporten/2011/04/17/factsheet-‐poolse-‐economie.html. Geography Poland http://www.landenweb.net/polen/. Gross domestic product Poland http://www.rijksoverheid.nl/documenten-‐en-‐publicaties/rapporten/2011/04/17/factsheet-‐poolse-‐economie.html. Identity and Image Poland in the Netherlands http://igitur-‐archive.library.uu.nl/student-‐theses/2011-‐0902-‐202146/Ungersma,%20N..pdf. Inhabitants Poland http://www.google.nl/publicdata/explore?ds=d5bncppjof8f9_&met_y=sp_pop_totl&idim=country:POL&dl=nl&hl=nl&q=inwoners+polen. Labour migration http://www.flexmarkt.nl/arbeidsmarkt/polen-‐doen-‐werk-‐wat-‐nederlanders-‐niet-‐willen-‐doen-‐2774.html. Life expectancy Polish people http://www.google.nl/publicdata/explore?ds=d5bncppjof8f9_&met_y=sp_pop_totl&idim=country:POL&dl=nl&hl=nl&q=inwoners+polen#ctype=l&strail=false&bcs=d&nselm=h&met_y=sp_dyn_le00_in&scale_y=lin&ind_y=false&rdim=country&idim=country:POL&ifdim=country&hl=nl&dl=nl. Polish culture http://www.polandforvisitors.com/travel_poland/culture. Polish industry http://www.polen.nl/site/achtergronden/economie.html?IS4SSN=20380595&IS4BOOT=1324464598057. Politics in Poland http://www.europa-‐nu.nl/id/vgaxlcr1jzlp/polen. Population Poland http://www.indexmundi.com/nl/polen/demografie-‐profiel.html. Religion in Poland http://www.poldox.nl/polonia/Demografischegegevens.html. Tourism in Poland http://www.polen.travel/nl/search/informacja-‐turystyczna/?searchresult=1 http://www.polhome.nl/ Sacrum Profanum festival http://www.sacrumprofanum.com.
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Smartphone’s http://cmcgblog.nl/web-‐-‐ontwikkeling/de-‐-‐cross-‐-‐platform-‐-‐mobiele-‐-‐app/. Social media http://www.primoposto.nl/ontwikkelingen-‐-‐ online-‐-‐marketing/nieuws-‐-‐internetmarketing/Groei-‐-‐-‐cijfers-‐-‐2010-‐-‐gebruik-‐-‐mobiele-‐-‐apps/. Target group http://www.sacrumprofanum.com/en/3/0/489/about-‐festival http://www.digischool.nl/mu/leerlingen/geschiedenis/20e_eeuw/algemeen.htm. Target group 16 – 35 years old http://www.klantinteractiekenniscentrum.nl/artikelen/710/1/Internet-‐-‐-‐en-‐social-‐media-‐gebruik-‐door-‐jongeren-‐en-‐andere-‐leeftijdsgroepen/Pagina1.html. Target group 36 – 55 years old http://www.klantinteractiekenniscentrum.nl/artikelen/710/1/Internet-‐-‐-‐en-‐social-‐media-‐gebruik-‐door-‐jongeren-‐en-‐andere-‐leeftijdsgroepen/Pagina1.html. Target group 56 years and older http://www.klantinteractiekenniscentrum.nl/artikelen/710/1/Internet-‐-‐-‐en-‐social-‐media-‐gebruik-‐door-‐jongeren-‐en-‐andere-‐leeftijdsgroepen/Pagina1.html. Vacation package http://reizen.oad.nl/Polen?ecmp=50_AL_B_OadReizen_Land&tfulabel=30007-‐8D6F72CE-‐F763-‐4506-‐8405-‐D9DC998C0565S6725511504 http://www.eurolines.nl/ Why Europeans visit festivals abroad http://www.nrcnext.nl/blog/2011/07/28/waarom-‐ga-‐je-‐naar-‐een-‐popfestival-‐in-‐het-‐buitenland/. http://nos.nl/op3/artikel/262169-‐goedkoop-‐festival-‐dan-‐moet-‐je-‐in-‐oosteuropa-‐zijn.html.
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Appendix I Company assignment about the Creative Industry in Poland (loose sheet) The Sacrum Profanum Festival
Question 1: Give a general description of the SPF Sacrum Profanum is a festival presenting music from the XX century, which became popular by the status of one of the most interesting music events in Europe. The status is built because of the participation of some exceptional groups performing modern music, among others, Ensemble Modern, Ensemble Intercontemporain, Klangforum Wien, Theatre of Voices, Asko | Schönberg, London Sinfonietta, musikFabrik. Sacrum Profanum also combines classical music with other trends, therefore, the presence of leading performers of Polish jazz at the festival (Tomasz Stańko, Leszek Możdżer), and stars like Aphex Twin and the group Kraftwerk. The main idea of the event is to present instrumental and vocal-‐instrumental music masterpieces in geographical order. A procedure arranging the many directions and richness of sound of music from the XX century is the thematic direction of the festival. Every year the programme concentrates on the work of composers from a different country. For the needs of Sacrum Profanum concerts, places of diverse character are adapted, from the hall of the Krakow Philharmonic, through Oscar Schindler’s Factory and Museum of City Engineering, as well as the factory halls at the steelworks ArcelorMittal Poland. The festival has obtained the most serious Polish awards and distinctions. Its music is very popular in the whole country. It’s a different kind of festival with some surprises you didn’t expect from the Polish.
Question 2: Mention the kind of activities that are involved At this festival there are different kind of music styles and artists who will give the visitors a big variety of music. There are different stages with different music styles. Various artists will combine their creativity en strengths in the music industry together to give visitors the time of their life.
Question 3: What EU subsidies are involved? Artikel: A news conference highlighting the programme and objectives of the forthcoming European Culture Congress began at the stroke of noon on 22nd August 2011 at Wroclaw’s Lower Silesian Film Centre (the former Warszawa cinema). The start of the Congress, one of the most significant events of the Polish Presidency, is only three weeks away. Taking the floor at the news conference were Bogdan Zdrojewski, Minister of Culture and National Heritage, Wroclaw Mayor RafalDutkiewicz and MichalMerczynski, director of the National Audio-‐Visual Institute who unveiled the Congress programme.
‘Today the Congress program and the scope of preparations for it transcend the limits of the imagination but certainly not its possibilities,’ Culture Minister Bogdan Zdrojewski told the news conference. He described the September Congress as the culmination of the great hopes pinned on Poland’s EU Council Presidency in the cultural realm.
Minister Zdrojewski and the Mayor of Wroclaw agreed that Wroclawculture was in the process of building the most lasting and excellent quality symbols of Polish culture, of which the Congress will be an exemplification. ‘Several events have inscribed themselves in gold letters in the symbolic memory of Wroclaw. The first was the 1948 congress of intellectuals, the second was Pope John
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Paul’s pilgrimage at the time of the great flood in 1997, and the European Culture Congress of 2011 has a chance of taking its place amongst them,’ remarked Mayor Rafal Dutkiewicz.
MichalMerczynski, director of the National Audio-‐Visual Institute, recalled the motto of the forthcoming Congress: Art for Social Change — culture as a tool serving social transformation. He also drew attention to the uniqueness of the event, especially as regards its interdisciplinary character. That will make it possible to meld meetings of EU culture ministers, debates on contemporary culture, interactive workshops and various artistic disciplines including music, architecture, theatre, design, film and the latest art forms into a single event. This four-‐day cultural festival is a once-‐in-‐a-‐lifetime project. Between the 8thand 11thSeptember, scores of interdisciplinary artistic projects will make their début. ‘The Congress will offer opportunities to meet outstanding artists in various fields, politicians, non-‐governmental organisations, philosophers and activists as well as ordinary people,’ MichalMerczynski explained. While presenting the Congress programme he emphasised the role that participating non-‐governmental organisations have played in preparing this event.
The conference’s crowning touch will be the screening of Pawel Mykietyn’s special work 3 for 13 in 3D technology, recorded by the National Audio-‐Visual Institute in September 2010 during the Sacrum Profanum Festival in Kraków. 3 for 13 is part of a Made in Polandpublishing project, prepared by the National Audio-‐Visual Institute specially for the European Culture Congress.(www.culturecongress.eu)
The European Culture Congress, taking place on 8th-‐11thSeptember in Wroclaw, is one of the most important events of the Polish Presidency’s National Cultural Programme, for whose conception and implementation, by the decision of the Culture Minister, the National Audio-‐Visual Institute is responsible. (www.europa-‐nu.nl)
Filip Berkowicz, the artistic director of the Misteria Paschalia and Sacrum Profanum festivals and the Opera Rara opera cycle, has become the curator of one of the projects of the artistic part of the European Congress of Culture, which will take place in September in Wrocław. The Congress will witness an unprecedented meeting of distinguished composers and musicians. One of the music projects will involve a meeting between Krzysztof Penderecki, the Radiohead guitar player Jonny Greenwood – a composer who has a great feel for classical instrumentation and who has manifested his attachment to Krzysztof Penderecki’s music – and Aphex Twin, the guru of contemporary electronic music. “This certainly promises to be a world class event,” says Filip Berkowicz. The European Congress of Culture will take place from the 8th to the-‐11th of September and will be one of the most important events of the Polish EU presidency 2011. Wrocław will host the event, as the city that is competing for the title of the European Capital of Culture 2016. Krzysztof Penderecki, one of the most important composers of contemporary music, will be the central and most distinguished figure of the concerts overseen by Filip Berkowicz. The aim of the project is to show his music in the context of two icons of popular music: Jonny Greenwood, one of the Radiohead front men and Aphex Twin, an independent producer and master of electronic sound. The meeting of these three great artists promises to be exceptional on the world scale. Jonny Greenwood, a guitarist who feels wonderfully comfortable with classical instrumentation (manifested in such songs as Smear, Popcorn Superhet Receiver and others) is very fond of Penderecki’s music. Aphex Twin is a significant figure of the contemporary electronic scene: the first techno artist whose music was transcribed for orchestra, and performed in some of the most famous concert halls in the world (by the London Sinfonietta and Alarm Will Sound).
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Aphex Twin is also a controversial figure, an artist who is unpredictable and avoids public appearances, and a composer whose relationship with the world of classical music is very strong, as expressed in his fascination with John Cage’s work or well-‐known arguments with Karlheinz Stockhausen. There is one more interesting relationship between these three artists: Radiohead (Jonny Greenwood) admits to drawing their inspiration from Aphex Twin’s work but Aphex Twin has previously rejected their offers to collaborate, including an invitation to tour with them, when he famously said “I wouldn’t play with them, since I don’t like them”. Krzysztof Penderecki is a bridging element between these two icons of contemporary popular music who have never managed to work together before. As far as the programme of the two concerts is concerned, the choice of compositions has been made using a similar key. During both concerts we will hear three compositions by Krzysztof Penderecki: Polymorphia, Threnody to the Victims of Hiroshima and Canon. All three were written for strings (in one case for strings and tape) and were composed in 1960-‐62 in Penderecki’s avant-‐garde period. This is the period that both Jonny Greenwood and Aphex Twin recall in their work. Polymorphia, which has the 50th anniversary of its premiere falling this year, has been an inspiration for our guests. Johnny Greenwood has composed 48 Responses to Polymorphia, and Aphex Twin – Polymorphia Reloaded. These compositions will have their world premieres during the congress. The choice of the Threnody to the Victims of Hiroshima was dictated by the relationship between this work and Jonny Greenwood’s Popcorn Superhet Receiver, itself inspired by Threnody. Also, Aphex Twin has decided to present his remix of the Threnody to the Victims of Hiroshima. The third composition – Canon for 52 string instruments and tape, will be played together with Jonny Greenwood’s soundtrack There Will be Blood and the two original sets by Aphex Twin. The first concert (Penderecki/Greenwood) is more “classical” in character, the second (Penderecki/Aphex Twin) is more of a rave. The events will be accompanied by advanced technical production; details regarding the use of 12-‐channel sound, particular stage design (a separate stage for Aphex Twin), multimedia visualization and visual displays such as laser shows are still being discussed with the artists. “There is no doubt in my mind that this is going to be one of the most incredible musical events,” Filip Berkowicz said. Aphex Twin has already been a guest of the 7th Sacrum Profanum Festival and Jonny Greenwood accepted an invitation for this year’s American edition of the event. The European Congress of Culture will take place over four days, packed with culture at the highest level: 100 interdisciplinary meetings and projects, 300 masters and alternative artists (Zygmunt Bauman, Brian Eno, Jan Fabre, Oliviero Toscani, Azra Akšamija, Zbigniew Libera, Mirosław Bałka, Zbigniew Rybczyński, Krzysztof Penderecki, Jonny Greenwood, Aphex Twin, Krystian Lupa and Dorota Masłowska, Stefan Kaegi, Amos Oz, Wilhelm Sasnal, Grupa Kompott, Miasto w Komie, Lawrence Mark ‘Larry’ Sanger and Fatos Lubonja). The stage design will be prepared especially for the Congress by the master designers responsible for the Polish EXPO pavilion in Shanghai and Boris Kudlička, the stage designer of the Grand Theatre of National Opera, known best of all for his cooperation with Mariusz Treliński and the WWAA artists. The leitmotiv for the Congress is “Art for Social Change”. The EEK Honorary Committee established by the Ministry of Culture and National Heritage consists of: Jan Fabre – choreographer, Arvo Pärt – composer, Krzysztof Penderecki – composer, Tadeusz Różewicz – poet, Umberto Eco – philosopher, Peter Sloterdijk– philosopher, Andrzej Wajda – film director, Amos Oz – writer, Vaclav Havel − writer, politician, Alan Parker – film director. The EEK Council, established by the same ministry, comprises Jonathan Mills, the director of the Edinburgh International Theatre Festival, Vincent Baudriller, the director of the International Theatre Festival in Avignon, Dieter Kosslick, director of the International Film Festival Berlinale in Berlin, Maria Revaykina, the director of the International Theatre Festival
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Golden Mask in Moscow, Anda Rottenberg – art curator, Krzysztof Michalski – director of the Viennese Institute for Human Sciences, Dubravka Ugrešić, – writer, Yorgos Loukos, director of the International Theatre Festival in Athens, Sara Arrhenius, director of Bonierskonsthall in Stockholm, Victor Erofeyev, writer, Paul Scheffer, writer, Roman Bělor, director of the Prague Spring Festival, Ricardo Szwarcer, Director of the Grec festival in Barcelona, Grzegorz Kowalski, sculptor and performer, Wojciech Burszta, cultural anthropologist and Frank Madlener, the director of IRCAM. The European Congress of Culture is organised by the Ministry of Culture and National Heritage, the National Audiovisual Institute and the Municipality of Wroclaw. The National Audiovisual Institute is responsible for the concept and realization of the Congress. For more details about the European Congress of Culture visit (www.culturecongress.eu).
As many as four events organized by the Krakow Festival Office are on the list of the Polish EU Presidency 2011 Cultural Program. The official calendar of the Polish presidency includes the Sacrum Profanum Festival, Opera Rara series, International Joseph Conrad Literature Festival and the Divine Comedy International Theatre Festival. (www.sacrumprofanum.com) From the 1st of July until the end of the year, Poland will preside over the work of the EU Council. Besides its strictly political dimension, the presidency is also an opportunity to build an image of a state that plays an important role in culture. For many years, this has been a key part of the activities promoting Poland in the EU, and our cultural institutions have been engaged in preparations for the first Polish presidency. By the Decision of the Ministry of Culture and National Heritage, the National Audiovisual Institute was entrusted with the responsibility of developing and implementing the Polish EU Presidency 2011 Cultural Program. The programme will focus on culture and include over 1000 art projects, 170 partner organizations, 60 cyclical events presented as part of Poland's presidency in the EU Council. (www.sacrumprofanum.com)
Question 4: Give a detailed description of the target group of the festival The target group of Sacrum Profanum Festival (SPF) is a group of people who like music from the XX century. This is the 20th century and is know for it's new music, modern music, avant garde and experimental music. The target group is a group of people from all over Europe from the higher educated classes (student -‐ 70's). The target group is interested in modern music combined with classical music. (www.sacrumprofanum.com) The website for the festival is very modern, so the group of people the Sacrum Profanum Festival wants to approach a target group with eye for design and people who want to spend more money on tickets for festivals, because the price of a ticket is high and the festival takes a few days. (www.digischool.nl) Question 5: What kind of communication had been issued about the SPF (think of websites, advertisements, video, movies, articles in newspapers, social media etc) ? The SPF has a website. On this website they post articles like festival information, the programme and a photo gallery. SPF doesn't have a Twitter-‐account, but has a My Space-‐account, a Facebook page, a channel on YouTube and a Flickr page and also a radio channel. On the website with information about Krakow they are also mentioned. (www.krakow-‐info.com) On these accounts they post messages in Polish and not in English, so for foreigners it is impossible to read this messages.(www.sacrumprofanum.com) Question 6: In what way can they be reached the best? The target group can be reached the best by media where they listen to. The target group is a group
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who loves music, so they will listen to a lot of music. Radio programmes will be a good way to reach the target group. Also the target group is well educated, so advertising in magazines, like magazines for music, which are read by well educated people. Furthermore there can be advertised on television in all European countries. This advertisement is the best to do in the break of a television show which is watched by a lot of well educated people and also a which is about music. Question 7: Give an interesting example of communication and give an argument why you have chosen this one. Think also of the aspect of the target group. The magnetic bar at Lowlands. This is an bar where everybody who want could make music, and as a reward they get a beer. This is an interesting example because the festival involve the visitors with this action and they show the visitors that they care about them and not want to show only a couple of bands/artists. The target group is a little bit alternative and highly educated, so this are mostly people who are not very shy and they want to do something. Not only sit and listening. Other music festivals within Poland and the rest of Europe Question 1: Which comparable festivals do you find? And in which time of the year 2012 will they take place? Give a description. The comparable festivals we’ve found are Lowlands, Oerol, Pinkpop, Sziget, Solar and Open’er festival. Lowlands, Pinkpop and Solar are festivals that takes place in the Netherlands. For the festival Pinkpop is 2012 the 43st edition and this festival takes place at May 26, 27 and 28. Pinkpop Festival – normally just referred to as Pinkpop – is Holland’s best attended open-‐air music festival, with daily crowds of around 60,000 people. There are now three separate stages at the festival, which now always takes place from a Saturday to a Monday. About forty acts appear throughout the weekend. Although usually held at Pentecost, in 2008 the organizers decided that the date was too early in the year for an outdoor festival and changed it for that specific festival only. Over the course of the festival, some of modern rock music’s best known names have appeared at Megaland. For example, Bruce Springsteen, Depeche Mode, Snow Patrol, Franz Ferdinand, Placebo, Madness, White Lies, Elbow and Keane have all recently performed here. The ticket price of this festival is about €150,-‐. Lowlands began as one of the very first Dutch pop festivals. In 2012 is this the 20th edition and this festival takes places at August 17, 18 and 19. The Lowlands Festival is one of Europe’s most popular musical experiences and has been memorably described as a meeting between Glastonbury and Goa! With the picturesque full name of A Campingflight to Lowlands Paradise, this annual festival, held in the heart of the Netherlands, has become a central part of the summer calendar for thousands of music lovers. Each year, 60,000 music lovers assemble at Lowlands and they will be entertained by upwards of 200 separate acts. The line-‐up is always an impressive mixture of the industry’s most successful names and promising performers from across Europe. In 2009, for example, the list of acts playing at Lowlands included
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Arctic Monkeys, Dizzy Rascal, Kaiser Chiefs, White Lies, Lily Allen and Grace Jones; and many, many more. The ticket price of this festival is about €210,-‐ (http://www.eurofestivals.co.uk) Solar is a comparable festival in the Netherlands but a bit younger. For this festival, 2012 is the 8th edition and this festival takes place at August 3, 4 and 5. Solar Weekend Festival is during two days and is since 2005, organized by Extrema at the Maasplassen nearby Roermond. This festival has a cross-‐over program between pop and dance. The number of visitors had been increased from 1.000 to 20.000 people in the last couple of years. Artist like the Freestylers, Don Diablo, Tom Middleton, Secret Cinema, Joost van Bellen, Phats & Small, 100% Isis, Roog, Don Diablo, Kenny Larkin en Benny Rodrigues, The Sheer, Brain Power and Postmen are playing at this festival. Bavaria is the biggest sponsor of this festival. The ticket price of this festival is about €125,-‐ (www.solarweekend.com) Sziget festival is a festival on the Óbudai-‐Island in Hungary. For this festival, 2012 is the 20th edition and this festival takes place from August 6 till August 13. This festival is one of the biggest festivals in Europe and on a yearly base, thousand of youngish people, from all over Europe, visit this festival. The main number of visitors is 400.000. Sziget has more than 1000 different acts, from all over the world, on 60 different areas. The first edition of Sziget was in 1993 and since that year the festival became bigger and bigger, in cooperation of the huge number of sponsors. Except music you can find a lot of other things on this festival, as acting, movies and street performances. Furthermore there is the possibility to play sports on the festival like volleyball. Compare to the festivals in the Netherlands is Sziget a very cheap festival. The ticket price of this festival is about €200,-‐. (www.3voor12.vpro.nl)
Oerol festival, a festival takes place on Terschelling in the Netherlands. During the festival there are performances at different places at Terschelling. Owners of the properties are also involved at this festival. Oerol is a yearly festival and it is during ten days. The ‘wadden’ island Terschelling is the inspiration of the festival. Culture, nature and experiece are central points. (www.oeral.nl) It Heineken Open’er festival is a music festival with about 60.000 visitors. It takes place at Gdynia, Poland. The first edition of this festival was organized in 2002 in Warsaw and was called Open Air festival. The biggest sponsor of this festival in Heineken Music. In 2012, the festival takes place from July 4 till July 7 at the Kosakowo Airport in Poland. The ticket price of this festival is about €100,-‐. Question 2: How many professionals are involved? On each festival there are a lot of different professionals involved as stage-‐managers, bookers, event managers, facility operators, PA operators, security and artists of course. Furthermore there are a lot of volunteers working on festivals. At Lowlands, there are at least 5000 employees involved.
During the Open’er festival there a lot of different professionals involved. These people are artists, event managers, facility operators, PA operators, stage-‐managers, bookers, security and volunteers. There are also a few companies involved, some as sponsors others for facilities like drinks and food. Because Open’er festival takes place in Poland, the organization arranges an overnight stay at a campground, busses to the festival, flights to Poland and parking spaces for those who wants to visit the festival. All these groups are also involved. Question 3: How much money is involved? Solar: Solar is a young festival and not (yet) as famous as Pinkpop or Lowlands.
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Costs: 750.000 Euros. Income: 4,5 million Euros Pinkpop: a festival like Pinkpop involves a lot of more money than Solar because this festivals are much bigger than a festival like Solar. Also Pinkpop has bigger and more expensive artists like Bruce Springsteen and Coldplay. Costs: 3 million Euros Income: 18 million Euros
Lowlands: they get 60000 from the municipality of Dronten. Costs: 4 million Euros Income: 22 million Euros Sziget: Costs: 20 million Euros Income: 100 million Euros Open’er: Costs: 4,5 million Euros Income: 18 million Euros Oerol: Costs: 20.000 Euros Income: 50.000 Euros Question 4: What EU subsidies are involved? Solar, Oerol, Sziget, Open’er: This festivasl doesn’t receive EU subsidies. Pinkpop: In 2011, there was a tax increase on science and culture from 6 till 19 percent. This increase has a negative consequence for Pinkpop. The ticket price increased with €20,-‐. The festival doesn’t receive subsidies. Lowlands: None, only 60000 from the municipality of Dronten. Question 5: Give a detailed description of the target group? Solar: The target group of Solar are musiclovers between 18 and 35 years. When you are looking at the program – dance, top 40 artists – you should say that it’s a festival for youngish people. But that isn’t true. Pinkpop: The taget group of Pinkpop are musiclovers from 15 years young. Also the people who want to see their favorite artist.
Lowlands: People from 25 till 64 year. They are a little bit alternative, but highly educated. Sziget: Hungarian people but also dutch people, this are people who are adventurous and love diversity because it’s a festival with different music venues and people. Dutch people who go to Sziget are interested in other art form and international orientated.
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Open’er: The target group of this festival are people who like music and have the age of 18 – 35 years. The visitors of the festival are from the whole of Europe. Oerol: The target group of this festival are people who like nature, arts and music. The visitors are coming from Terschelling and the rest of the Netherlands. This festival is for all ages. Question 6: What kind of communication suits best for this group? Solar, Sziget, Open’er and Pinkpop: Internet and social media are very important ways of communication. Furthermore physical communication like posters, flyers and banners.
Lowlands: Internet (website, social media and twitter). They also have early bird tickets, the First 10000 persons get 10 euro off the price. Also at the festival itself they have fun actions like that people could put pictures on a wall. And a magnetic bar, like an open stage where people can do a show (make music) and then they get a beer. Oerol: Because this festival is proper for a lot of people in different ages, traditional and new media should be used to communicate with the target group. Question 7: In what way can they be reached best? Internet is the best way to reach this target group. Social media became a very popular and important medium at the internet and a very popular way to communicate. Question 8: What kind of communication has been issued about them? Give relevant sources, think of websites, advertisements, video, blog, movies, articles in newspapers, social media, etc. Solar: 3FM en MTV are the official media partners of Solar. Furthermore they use the internet, flyers, posters and they are active on social media. Pinkpop: Pinkpop has a cooperation with a merchandise assortment. You can buy a lot of things at this festival like: festival shirts, towels, lanyards in the colors pink and black, cds, fridge magnets, key rings, sweatbands, lip balm, stickers, a history book about the festival, but mainly the popular pink Pinkpop hats. Furthermore they use the internet, flyers, posters and they are active on social media.
Lowlands: They have a website (www.lowlands.nl), a Facebook page and a Twitter account. On the internet/newspapers they talk about lowlands. Also blogs about lowlands. Also there is a Wikipedia page about lowlands. Sziget: Sziget tries to attract with an international promotion campaign Dutch and other Europeans to the festival. Music station 3FM organizes a special train to the festival, a trip of 22 hours. According visitors: it’s a experience. Sziget festival have a website, a Facebook page and Twitter account, they have movies on YouTube and Flickr and there are articles in newspapers in the Netherlands (like ‘de Volkskrant’). Open’er: Facebook, Twitter, MySpace, website and last.fm. Oerol: Facebook, Twitter, Hyves, Flickr and a website. Question 9: Give an interesting example of communication and give an argument why you have chosen this one. Think also of the aspect of target group.
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A lot of people from all ages are having a smartphone, so an interesting example of communication for these festival is an (iPhone) app. By this app you can provide a lot of information about the festival etc.
Sources Sacrum Profanum Festival -‐ Question 3 www.culturecongress.eu http://www.europa-‐nu.nl/id/vis3u9bs7lz8/nieuws/persconferentie_over_het_aankomend?ctx=vggbnhigl7xa http://www.sacrumprofanum.com/en/4/0/247/filip-‐berkowicz-‐is-‐the-‐curator-‐of-‐the-‐project-‐of-‐musical-‐part-‐of-‐the-‐european-‐congress-‐of-‐culture http://www.sacrumprofanum.com/en/4/0/261/presidency-‐marked-‐by-‐culture -‐ Question 4 http://www.sacrumprofanum.com/en/3/0/489/about-‐festival http://www.digischool.nl/mu/leerlingen/geschiedenis/20e_eeuw/algemeen.htm -‐ Question 5 http://www.sacrumprofanum.com/en/1/0/2/home-‐page http://www.krakow-‐info.com/4sacrum.htm Other music festivals within Poland and the rest of Europe -‐ Question 1 http://3voor12.vpro.nl/artikelen/artikel/40753999 http://www.oerol.nl/nl/oerol.aspx http://www.eurofestivals.co.uk/festivals-‐in-‐holland/lowlands-‐festival/ http://www.solarweekend.com/?reload http://muziek-‐en-‐film.infonu.nl/diversen/33847-‐sziget-‐2009-‐in-‐hongarije.html
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Appendix II Lecture Europe, within the perspective of Communication (page 15) Question 1: Do you notice any bad and/or good effects of globalization? Globalization is moving beyond national markets and move to other markets all over the world to connect with them. Critics of globalization say that globalization makes national sovereignty weak and allows rich nations to ship jobs overseas were the workers are much cheaper. On the other side business leaders think globalization is a good thing. The cheap labour makes it possible to build production facilities in places were it is much cheaper and the goods can be sold in locations were the wages are high. Also the cheap production of products is good for the consumers, because if the products didn't cost a lot when they were produced, they can be sold for a lower price. Globalization means also, that contact with other countries is easier, because of new media like the internet, e-‐mail and social media. Because of this media people all over the world can connect and information is very accessible. Also travelling is because of globalization easier then 30 or 40 years ago. Now people go by plane all over the world. For creative industry's, like the Sacrum Profanum Festival, it means that people can be reached quite easily by new media, like the internet. Also people are able to travel throughout Europe very easily by plane, train or car and visit festivals. This is a positive effect of globalization. Festivals can attract more people from further away than a few decades ago, because travelling was a lot harder then. Also the way of connecting with people all over the world by e-‐mail, social media or a website has increased the last years, because a lot of people have a computer and are active on the internet. (www.forbes.com)
Question 2: What is de EU policy in general? The European had special conferences about creative industries in the European Union and also have an European strategy for culture with a new role for the creative industries. During the conference in 2007, José Manuel Barosso, President of the European Commission said: “Culture and creativity touch the daily life of citizens. They are important drivers for personal development, social cohesion and economic growth. But they mean much more : they are the core elements of a European project based on common values and a common heritage – which, at the same time, recognizes and respects diversity. Today's strategy promoting intercultural understanding confirms culture's place at the heart of our policies". The policy statement presents three major objectives that together form a cultural strategy for the European Institutions, the Member States, and the cultural and creative sector. The three major objectives are: 1. Promotion of cultural diversity and intercultural dialogue; 2. Promotion of culture as a catalyst for creativity in the framework; 3. Promotion of culture as a vital element in the Union's international relations. (http://creativebusiness.org) The European Commission has made 'The Green Paper'. This is a basis for discussion for public authorities, organisations and citizens. They can comment on policy ideas before the policies are drafted. So the ´The Green Paper´ doesn't have concrete policy suggestions and has a lot of background information about why policies are needed. The document gives suggestions for strategic directions and proposals in important areas. The first sections refer to areas considered essential to the development and growth of Cultural and
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Creactive Industries. The other sections address how these sectors contribute to local, regional and global development, and what investments are needed to promote this. (www.european-‐creative-‐industries.eu) Question 3: In what respect did an does the EU facilitate developments? Give examples. The EU facilitate developments with all kinds of subsidies. The subsidies from the EU are always intended as co-‐financing. Member states of the EU will, in most cases, at least take account 50% of the cost. Financing of project may go in two ways:
-‐ The European Commission delegates funding to the states. The money can be managed at national or regional authorities. This is especially true for the CAP (common agricultural policy) and regional policy.
-‐ The European commission provides subsidies directly to recipients. Such as universities, business, interest groups and non-‐governmental organizations. (europa-‐nu.nl)
With money from the EU structural funds reduces the EU wealth disparities between regions and countries from the EU. This fits with regional policy. The structural funds are approximately one third of the EU budget. A short list of the rest of the subsidies areas:
-‐ Rural developments and agricultural -‐ Fisheries fund -‐ Research and technology -‐ Education and training -‐ Environment -‐ Energy and transport -‐ Information and communication -‐ Culture -‐ Consumer protection and public health -‐ Social policy -‐ Justice and asylum -‐ Urban development -‐ Border cooperation
A big part of the money goes to developments in the east of Europe.
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(www. europa-‐nu.nl) Question 4: In what respect did an does the EU hinder developments? Give examples. They hinder developments because they don’t help the third world in everything. They make economic blockades for products from countries outside the EU. Question 5: What discussions took place, in what respect could you talk about a controversial issue? The discussion about the tax increase in the Netherlands: in 2011, there was a tax increase on science and culture from 6 till 19 percent. This increase has a negative consequence for festivals like Pinkpop. The ticket price increased with 20 Euros. The festival doesn’t receive subsidies. Probably, because they earn to much money by agreement of the EU. (www.cijfernieuws.nl) Also in Poland there was a tax increase. Starting January 1, 2011 the new standard V.A.T. rate in Poland is 23%, compared to the previous 22% rate. The new reduced Polish V.A.T. rates are 8% and 5%. (www.worldwide-‐tax.com)
Because of the economic crisis and the ‘reductions’ in the Netherlands, the ‘CJP Cultuurkaart’ maybe abolished. With this card the cultural education were funded. This abolition has very negative consequences for youngish people because science and culture is a very important subject for this target group. Without this card, they don’t visit a theater of something like that at all. Question 6: What are recent (past two years) decisions that have been taken by the EU and what consequences did they have? The tax increase in the Netherlands on science and culture from 6 till 19 percent is a decision from the EU that brings a lot of negative consequences for the creative industries. The ticket prices of festivals are more expensive than before. For instance, a ticket for the festival Pinkpop costs 20 Euros more than before! This is a lot of money. By this increase people can spend less money. Festivals and concerts or something like that, don’t belong to the primary needs so people don’t spend money on this ‘luxury’ creative industries. This tax increase is the beginning of what you call a vicious circle. This are not directly discussions and decisions of the EU. Question 7: What kind of communication has been used? The communication of the EU is strict important. They participate a lot on social media. Twitter publications from members of the European Parliament, political groups and Commissioners can be found on the Europatweets. This site is external to the EU’s website. Every different department from the EU has its own Twitter. Also all the commissioners have their own and you can also think off twitter from agencies, presidents, different kind of departments and countries. This is the same for Facebook, Flickr and YouTube. For a personel, insider’s view on EU affairs, there are Commissioner’s blogs. Several EU Commissioners have their own blogs, as do some senior Commission staff in individual EU member countries. If someone is interested in getting involved in European policy making the EU has public consultations. This means that individuals, businesses and organizations with an interest in or expert knowledge on the topic can help shape the draft proposal before the Commission passes it over to the Council and the European Parliament for further discussion and adoption. It’s also an possibility to participate in surveys and debates. Sometimes the European Commission organizes online discussions and feedback surveys on specific topics.
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The European citizens’ initiative will allow one million citizens who are nationals of a significant number of EU member countries to ask the European Commission to propose legislation of interest to them. Citizens will be able to take advantage of this new right once the European Parliament and the Council have agreed on the rules and procedures (expected in 2011) (www.europa.eu).
Question 8: What kind of communication has been issued by the EU? For all the different types of media the EU focus on different kind of target groups. It is eventually for all target groups but they can pick for themselves what is interesting. Question 9: What are the target groups of these sources that you have found? The target groups all very wide set. As mentioned above, there are different kind of target groups.
Step 4: Give at least three best practices of sources of communication you have found and give an argument why you have chosen these practices
This is the website of the European Union. There is a lot of information available and the website is simple and conveniently arranged.
On this picture there are Euros from all different countries. These are an very important communication tool of the European Union because they connect the different countries in the EU through similar means of payments.
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This is a picture of the logo of the European Youth Parliament. It is very important to involve young people with the European Union, and organise conferences for people who are interested in all the things the EU does. Sources: -‐ Question 1 http://www.forbes.com/2007/05/11/globalization-‐outsourcing-‐nafta-‐pf-‐education-‐in_ls_0511investopedia_inl.html -‐ Question 2 http://www.european-‐creative-‐industries.eu/Home/tabid/79/language/en-‐US/Default.aspx http://www.european-‐creative-‐industries.eu/Portals/0/EU%20Culture%20Strategy.pdf http://creativebusiness.org/sites/default/files/smry%20green%20paper%20June2010%20Creative%20Business.pdf -‐ Question 3 http://www.europa-‐nu.nl/id/vh92jxmyjxhr/subsidies_van_de_europese_unie -‐ Question 4 http://www.europa-‐nu.nl/id/viepjq1n2be5/eu_begroting_2011 -‐ Question 5 http://www.worldwide-‐tax.com/poland/pol_econonews.asp http://www.cijfernieuws.nl/btw.html -‐ Question 7 http://europa.eu/media-‐centre/index_en.htm
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Appendix III Lecture Europe and economics (page 31) 'How you would continue the story of the movie in the coming 5 years' The coming five years, the world economy will change radically. At this moment, a lot of countries struggle with financial problems. They don't have enough money to pay off their dept and all over the world inhabitants will feel the problems. Money is seen as merchandise, kind of like consumer goods like food and clothing. At this moment The United States of America and Europe are the most wounded areas. In 'Zeitgeist, the movie' is shown that the economic system of the world is like the game Monopoly. People buy things like houses or other real-‐estate. They lent a lot of money form banks and in the upcoming five years it will be more difficult to lent money, because the market isn't as blossoming as ten years ago. In the upcoming five years the difference between poor and rich will grow, because of measures that leaders and companies in the world take. Costs for healthcare will increase, taxes will increase, because governments need to pay of dept and dept of other befriended countries. Because of measurements like this, the country and companies will receive more money from their inhabitants and try to make the economy more healthy, only people will be forgotten. People have less to spend or get into financial problems. Money is for most people the most important thing. If you don't have money it is very hard to have a nice live, because still, poor people die younger than rich people. In five years this still will be the case. Furthermore, five years from now, the world hasn't improved their sustainability. The world isn't working hard enough to find solutions for our excessive usage of raw materials, oil and energy. There will be a lot of plans, but no actual solutions, just like today. So, in five years, the world we live in, will still be in financial bad weather, because the world doesn't have the solutions to design a healthy financial environment. Words: 326
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Appendix IV Lecture Regional Marketing (page 51) The BrandMobile – Leeuwarden Step 1: Formulating goals The goal of the assignment is to draw more people to Leeuwarden. So the goal is: By giving the city of Leeuwarden a better image there are within two years 5% more tourists. Step 2: Positioning-‐triangle Area
The web is going to be different. But the first number is how it is and the second number is how it should be. For now the image of an web is an example.
Parkeren 8 - 8
Openbaar vervoer 9 - 9
Nabij water en groen 7 - 7
Prijsniveau 7 - 8
Horeca 7.5 - 9
Activiteiten 6 - 9 Verblijf 8 – 8
Bereikbaarheid eigen vervoer 5 - 8
Centrum 8 - 8
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Users Functional values
- Development city and environment. -‐ Make more pleasant for tourists. Dreams Leeuwarden wants to be the next cultural leader of all cities in the Netherlands. And wants also to be a nice place to come home to for visitors. Expectations Leeuwarden expects that the next several years they will put themselves on the map for tourists.
Positioning Leeuwarden wants to position itself as an honest capital city. They use a fitting promotion line: ‘Kijk, dat is het mooie van Leeuwarden’. Leeuwarden wants to make its city more pleasant for now and the future. Competition/ SWOT Analyses
SWOT
Strengths Weaknesses
Opportunities Threats
Brandcircles Brandvalues Proof -‐ Open -‐ Slogan: Kijk dat is het mooie van Leeuwarden. -‐ Active -‐ Festivals and events.
- Sustainable - Parking - Centre - Public transportation
-Accessibility own transport
- Activities in city centre
- Not much variety in activities - Accessibility own transport - It is not situated in the centre of the Netherlands
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-‐ Sustainability -‐ Economical use of waterfacilities. -‐ Innovatief -‐ Application smartphone. Brand personality Socialably, open, a lot of possibility for tourists, active, focused on students, innovative. Positioningsstament Leeuwarden wants to position itself as a honest capital city. They use a fitting promotion line: ‘Kijk, dat is het mooie van Leeuwarden’. Leeuwarden wants to make its city more pleasent for now and the future. Proposition Leeuwarden promises to be an open, pleasant, active city for now and in the future. Pay off “Kijk, dat is het mooie van Leeuwarden”. Positioningsstrategy Leeuwarden uses a transformationele strategy. This positioning is also named image-‐ or lifestylepositioning. The values of the city are comparable to the values and lifestyle of the tourists and inhabitants of Leeuwarden. Communicationstrategy Leeuwarden wants to attract tourist by providing a lot of different activities. Below are a few examples.
-‐ App on the telephone -‐ Ducktour -‐ A roundtrip threw the canals of Leeuwarden -‐ Museums -‐ Entertainment
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Appendix V Lecture Creative Industry; Culture and Media in Poland (page 65) Question 1: Give a general description of the industry of your choice. Performing artists do just what they advertise: they perform. Whether it's live or on film or video, they act, sing, play music, dance, tell jokes, or otherwise entertain us. While other artists, such as writers, sculptors, or painters, are focused on creating or producing things like short stories or paintings, performing artists channel their talents into performances that entertain, amuse, provoke, and delight. Question 2: How many professionals are involved in this industry? There are a lot of professionals involved in this industry because it’s a very wide industry. There are specific schools for performing arts. Also there is the International Society for the Performing Arts. This is a not-‐for-‐profit international network of performing arts professionals who come together with the shared goal of strengthening the arts internationally by building leadership ability, recognizing and discussing field-‐wide trends and deepening global exchange through the arts. ISPA is a network of over 350 individuals, organizations and institutions from more than 40 countries around the world. Members include some of the world's most significant presenting organizations, independent artists, performing arts organizations, artist managers, cultural policy groups, foundations, consultants, and many others who share the desire to advance the field of the performing arts on a global scale. All the artists (dance, theatre and music) also are professionals.
Question 3: How much money is involved in this industry? Poland Funds for performing arts com from central governments and local authorities. Every country has their own national body from which the sector performing arts gets funding from.(www.goc.nl) Poland is on the sixteenth place in the raking of the biggest creative industry in Europe. In Poland the creative industry holds 17% of the gross domestic product. The sales is still rising with about 10 percent per year and about 15% of the Polish people finds a job in creative industries (www.culture360.org).
The gross domestic product of Poland is in dollars $468,5851 billion. So the amount of money that is involved in the creative industry is $468,5851 billion * 0,17 = $79,659467. It is not possible to find the amount of money that is involved in the performing arts industry.(www.google.nl/publicdata)
The Netherlands In The Netherlands there is a performing arts fund called 'Fonds Podiumkunsten'. This is a cultural fund for music, dance and theatre in The Netherlands. The fund supports, on behalf of the Dutch government, all kinds of professional performing arts. The fund distributes a budget of around €60 million of public money. The fund offers four-‐year-‐long support agreements, but also one-‐off and two-‐year-‐long support grants for projects. This support grants are individual and as well for a certain programme. The fund is stimulating innovation in the chain of creation, distribution, production and programming (www.fondspodiumkunsten.nl). Last year, there has been cut in funds for performing arts. The state funds were cut from €236 million to €156 million (www.artsjournal.com).
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Question 4: Give a comparison of this industry with other similar industries for the above mentioned items? The Netherlands Performing arts: €156 million (www.artsjournal.com) Visual arts: €31 million (www.kunstverein.nl) Cultural Heritage: €769 million (www.boekman.nl) The money from Cultural Heritage goes to museums, monument owners, archives, archaeological projects and funds for restoration. (www.english.minocw.nl) Poland For the performing arts, there were no sources to find detailed information about only the performing arts. So, the answer to the past questions is about the total amount of money that is involved in the creative industry. Question 5: What is the EU policy with respect to subsidies and funding on culture and media? The EU wants to maintain diversity and be free to everyone. Europe has economic interest in the creative industries, because it is an important source of income and employment. The EU also had a policy concerning regional creative industries and they gave money for music schools, concert halls and recording studios. In its guidelines for the European Regional Development Fund the European Commission asks the governments of EU countries to promote cultural developments in the poorer regions. For helping these areas to express their identities, attract tourists and create jobs in areas like online services and media. The current program runs from 2007 to 2013 with a total budget of 400 million euros. Question 6: Give three examples of leading projects, companies or professionals. Apap Apap stands for Advancing Performing Arts Project, supported by the European union-‐ education and culture. Apap had over 100 artistic program and has created an European network to exchange artists and artistic project, cultural workers and know-‐how in the last ten years. (www.apapnet.eu) Doris Duke Performing Artists Initiative The Doris Duke Perfoming Artists Initiative is a special initiative of the Doris Duke Charitable Foundation (DDCF). Through this initiative they provide $50 million to individual artists to support them. The foundation consist of 200 artists in dance, jazz, theatre and related interdisciplinary work. The initiative is designed to empower, invest in and celebrate artists through a national program. (www.ddcf.org) ISPA ISPA stands for International Society for the Performing arts. This is an international not-‐for-‐profit organization where professionals in performing arts come together. The ISPA wants, by sharing the strengths of the professionals, to build an international leadership ability, recognizing and discussing field-‐wild trends and deepening global exchange through the arts. The goal of ISPA is to provide the best possible support, information and opportunities for collegial exchange to their members throughout the world. (www.ispa.org)
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Boomerang Card Sources: -‐ Question 3 http://www.goc.nl/uploads/1004.09.def.webversie.trends%202010-‐web.pdf http://culture360.org/publications/performing-‐arts-‐policy-‐and-‐funding-‐in-‐europe/ http://www.google.nl/publicdata/explore?ds=d5bncppjof8f9_&met_y=ny_gdp_mktp_cd&idim=country:POL&dl=nl&hl=nl&q=bbp+polen http://www.fondspodiumkunsten.nl/english/ http://www.artsjournal.com/slippeddisc/2011/06/exclusive-‐dutch-‐opera-‐forced-‐to-‐shut-‐down.html -‐ Question 4 http://www.artsjournal.com/slippeddisc/2011/06/exclusive-‐dutch-‐opera-‐forced-‐to-‐shut-‐down.html http://kunstverein.nl/wp-‐content/uploads/2011/06/reactiezijlstra10juniENG2.pdf http://www.boekman.nl/documenten/publicaties_culturalpolicyintheNL_summary.pdf http://english.minocw.nl/documenten/boekman_cult3.pdf -‐ Question 6 http://apapnet.eu/apap.php?cwPage=home http://www.ddcf.org/Arts/Program-‐Initiatives/Special-‐Performing-‐Artists-‐Initiative/ http://www.ispa.org/who/what
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Appendix VI Lecture Employment and labour migration (page 67) ‘Stamppot’ in the Dutch Antilles When Emanuel Anthony was 15 years old, he moved with his mother and stepfather from the Dutch Antilles to the Netherlands. We asked him about his experiences when he moved to Holland. When he came to the Netherlands, he lived for a few years in The Hague with his sister. She already lived in Holland for five years. A few years later his brother moved to the Netherlands and the whole family moved to Heerenveen, where they lived nearby each other. Emanuel has a fulltime job at a clothing store called Jack & Jones in Sneek. He has a lot of colleagues from different cultures. His colleagues have roots in countries like Suriname, China, Turkey, Morocco and the Dutch Antilles. The things he misses the most about his birthplace are the sun, the nice temperature and the blue ocean. What he likes about Holland are the trains, which they do not have at the Antilles. What he does not like about Dutch people is that almost everyone is in a bad mood in the morning. ‘Everyone on an island of the Dutch Antilles knows each other. Therefore everyone interferes with another and wants to know everything. This irritated me a lot of times,’ says Emanuel. Emanuel calls every once in a while with his family who stayed behind at the Antilles and he also stays in touch through Facebook. Eating is very important in his culture. This is a custom which he still keeps alive and enjoys the most about his origin. In the years after they moved a lot of family members and friends joined them in the Netherlands. Through celebrations and family gatherings they keep in touch. He never had any problems with adjusting in the Netherlands. The only thing that was and still is difficult for him is reading the Dutch language. What made moving easy was that a lot of Dutch customs are also normal in the Dutch Antilles. Such things as the famous Dutch dinner ‘stamppot’, mashed potatoes with vegetables, are also eaten by inhabitants of the Antilles. Emanuel does not want to move back to the Dutch Antilles and he likes his life in the Netherlands. He would like to go back a few times to visit family and old friends, but only for a holiday.
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The newspaper
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Appendix VII Moodboard presentation Poland
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Appendix VIII Video communication tool
http://youtu.be/YvvqlNmDeok
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Appendix IX BIG-‐forms
Ingeborg van Dorth, 186481 Individual judgment for groupproducts (so called:BIG) This model contains from self-‐evaluation (A), an evaluation from your fellow students (B) and a judgement by the lecturer(C).The final mark is determined by the lecturer. This form is the start for the evaluation meeting. A. Selfevaluation
1. Purposeful effort Competences: 1. Issue monitoring and research preparation. For this competence I will do research and make an overview of relevant trends and information for certain assignments for the project. 2. Policy and communication research. Being able to design, implement, analyze and report on research into a communication issue. I will do research concerning relevant issues for the Sacrum Profanum Festival, analyze the results and formulate a conclusion which is relevant for the communication plan. 3. Advice I will give advice to the Sacrum Profanum Festival about the communication abroad and ground the advice on the conclusions of the research. 5. Planning I can make a communication plan for the Sacrum Profanum festival and make sure that different parts form a whole. 8. Communication Tools I'm helping to make plans for and design communication tools and work together with other specialists from other creative disciplines. 9. Representing your company During the presentations in the Netherlands I will represent our plan and our group. 2. Best proof
• During this project I have worked very hard and have done a lot of research. For every part of the appendix I have done a couple of quentions and made the essay of 'Zeitgeist'. (Competence 1)
• I have done a lot of research about the company, the culture of Poland, the economic situation, the political situation and demographic information. Furthermore, I have done research for our advice, like searched for travel agencies, phone companies for Wi-‐Fi and the application, Twitter and Facebook. So I could describe these means very good. (Competence 2)
• Like I described above, I have given advice concerning Facebook, Twitter, travel packages, the application, Wi-‐Fi and phone companies. Based on our conclusions these were included in our advice. (Competence 3)
• During this project I have done a big part for our communication plan and proved that I can make a communication plan. (Competence 5)
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• After the advice we came with communication means which the Sacrum Profanum Festival could use. Together with my group members we described the means and also designed one. I made sure we had an example and we brainstormed how we would like to design it and Hellen designed it, because the did graphic design. (Competence 8)
• During the presentations at school I represented our plan for the Sacrum Profanum Festival. Also, I kept a lot of contact with my group members, a lot of the times I e-‐mailed to get together and listed what still needed to be done. (Competence 9)
My Tasks have been: -‐ Appendix: answering 2 or 3 questions of every appendix-‐part -‐ Writing the essay about zeitgeist -‐ Making a mood board in the first week with Anneke and Stephanie -‐ Making the final moodboard with Anneke and Marjorie -‐ Part of our research: company description and Poland: cultural, economic, political and demographic info and Anneke and Marjorie did the other parts which were asked. -‐ Together with Anneke and Marjorie, making the conclusions of our research -‐ Brainstorm and conference about what had to be done: advice, communication tools etc. -‐ Part of the description of the target group -‐ Describing the use of Twitter and Facebook -‐ Check the English spelling from some parts, when we had a big part of the plan already -‐ Describing the application for the smartphone -‐ Make sure all the whole appendix was complete and I put it together -‐ Making the movie with Marjorie and Anneke -‐ Editing the movie and put in on YouTube -‐ Final presentation B. 360° feedback Because you cooperated with others , co-‐operation is part of the judgement. We call this 360 degrees feedback. Participants 1. Marjorie Louwsma 2. Anneke van Zwol 3. Hellen Withaar 4. Stephanie Olthof (only for to weeks, because she went to Finland to study) 5. Ingeborg van Dorth (That's me!)
Your own participation
Weak
insufficient
sufficient
good
1.I have spent enough time to the tasks 2. I have had the initiative
X X
3. I have participated proportionally to the discussion X 4. I have always handed in my work on time X 5. I could give my ideas in a sufficient way X 6. I have learned a lot from other group members X 7.I felt at home in this group X 8. If necessary I have given my criticism (on content and as well as process)
X
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9. I think we have worked in a professional way X 10.I am satisfied with the final result X Other remarks: I had a difficult time during this project, because the teamwork wit Hellen went not so smooth. She had a different method of working. She hardly wanted to or could meet at school in the morning and also improvements she had to add to the plan were made very late. She had a difficult time taking some initiative and kept saying that other people had to tell her what to do, because she didn't understand it. I was for our group very frustrating and we had several arguments. Some members started doing her job, because she's someone who does everything last-‐minute and when you work with 3 girl who stress a lot and want to have it ready on time, it gives friction. Bur furthermore, written out the project and method of working, Hellen is a very nice girl! Participation group members Good point What has to be altered 1. Marjorie Louwsma Hard working girl, a lot of initiative
and willing to come to school every time it's necessary.
Stress less.
2. Anneke van Zwol Hard working girl, makes an effort, a good team player and when you have too much work she's willing to take some of your work.
Sometimes, have a stronger opinion.
3. Hellen Withaar Girl who is immune to stress and is good with programmes for graphic design.
Make time for the project and sometimes take initiative. Make sometimes more effort for the parts you hand in.
4. Stephanie Olthof Just 2 weeks in our group
Motivated in the beginning. Deliver good work instead of work that is half finished or minimal. Show more effort. She did this project for 2 EC, that that was also her effort.
What mark would you give yourself and your group members, taken into account every one’s contribution?
Student Grade 1. Marjorie Louwsma 8.0 2. Anneke van Zwol 8.0 3. Hellen Withaar 7.0 4. Stephanie Olthof None, she
participated for only 2 EC
5. Ingeborg van Dorth (that's me) 8.0 C. Lecturer’s judgment of the group work
The lecturer gives a judgment on a basis of the product as well as the process. Starting point is the final presentation when you justify your product to the customer/client (lecturer) and when you prove that the whole group has attained the competency. The individual outcome may differ.
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Total judgment Remarks W I S G a. selfevaluation b. 360° feedback c. final product Final grade:
Other remarks:
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Marjorie Louwsma 163333 Individual judgment for groupproducts (so called:BIG) This model contains from self-‐evaluation (A), an evaluation from your fellow students (B) and a judgement by the lecturer(C).The final mark is determined by the lecturer. This form is the start for the evaluation meeting. A. Selfevaluation
1. Purposeful effort After this project I have improved my research skills by doing specific communication research. I also can give a proper communication advice with corresponding communication tools for the right target group. After our visit in Poland I am able to give a good presentation in English and represent a company on a excellent level. 2. Best proof During this project I have done research for the communication plan and for a few appendixes. I have done research to the European Union in relation with Poland, EU-‐policies and I analysed communication sources of the EU. I also did research to the festivals Oerol and Open’er and searched for leading companies in the Performing Arts. From my research I wrote my own piece for the report. I also wrote the citing of communication tools and the literature. I adjusted the conclusions, the target group, the communication goal, different communication tools and combined the report and checked the English writing. With my group members I made the video and made a moodboard for the presentation in Poland. The presentation in Poland I did on my own.
B. 360° feedback Because you cooperated with others , co-‐operation is part of the judgement. We call this 360 degrees feedback. Participants 1. Ingeborg van Dorth 2. Marjorie Louwsma 3. Stephanie Olthof 4.Hellen Withaar 5.Anneke van Zwol
Your own participation
Weak
insufficient
sufficient
good
1.I have spent enough time to the tasks 2. I have had the initiative
X X
3. I have participated proportionally to the discussion X 4. I have always handed in my work on time X 5. I could give my ideas in a sufficient way X
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6. I have learned a lot from other group members X 7.I felt at home in this group X 8. If necessary I have given my criticism (on content and as well as process)
X
9. I think we have worked in a professional way X 10.I am satisfied with the final result X Other remarks: I did not have a very good start with this project, the first week that we started I was ill for a whole week. Because of this I instantly fell behind with the project and missed some important things and deadlines. At the end of the project I chose to do the final editing of the report. This was more work than I expected it to be, therefore I missed another deadline. Thanks to my group members, who did not mind to take on some of my tasks, we could finish the report on time. Participation group members Good point What has to be altered 1.Ingeborg van Dorth Always very excited and energetic
about new tasks. She works very hard and always hands her work in on time. She took a lot of initiative during this project and took the leadership rol on her.
When there are irritations with someone, clear the air right away. This makes it less stressful for yourself.
2. Stephanie Olthof Hands her work in on time. Show more involvement in the project, even when you are away.
3.Hellen Withaar Does her work good and is good with programs for graphic and designing use.
Take more initiative and show more involvement in the project.
4.Anneke van Zwol Works hard, hands her things in on time and shows a lot of initiative.
-‐
What mark would you give yourself and your group members, taken into account every one’s contribution?
Student Grade 1.Ingeborg van Dorth 8.0 2.Stephanie Olthof -‐ 3.Hellen Withaar 7.5 4.Anneke van Zwol 8.0
Stephanie Olthof went abroad, because of this I have only worked with her for only two weeks. In this two weeks she participated in the research for the appendixes made a little start with the communication advice and the communication tools. These chapters of the report were later on adjusted. Because of this I can not give Stephanie Olthof a proper grade.
Although I had never worked with any of these group members, the cooperation went smoothly. There were most of the time concrete agreements and deadlines. During lessons or appointments we discussed the report and the next things that had to be done. I enjoyed this cooperation a lot.
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C. Lecturer’s judgment of the group work The lecturer gives a judgment on a basis of the product as well as the process. Starting point is the final presentation when you justify your product to the customer/client (lecturer) and when you prove that the whole group has attained the competency. The individual outcome may differ. Total judgment Remarks W I S G a. selfevaluation b. 360° feedback c. final product Final grade:
Other remarks:
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Hellen Withaar 183121 Individual judgment for groupproducts (so called:BIG) This model contains from self-‐evaluation (A), an evaluation from your fellow students (B) and a judgement by the lecturer(C).The final mark is determined by the lecturer. This form is the start for the evaluation meeting. A. Selfevaluation
1. Purposeful effort Have a look at another country and learn to make a marketing communication plan for another country than the Netherlands. Also have a look at the European Union. 2. Best proof The communication tools, including the graphic design of the festival app, boomerang card, front page and newsletter frontpage. visualize the communication tools is an important component of a communication plan, because a picture could say more than 1000 words.
B. 360° feedback Because you cooperated with others , co-‐operation is part of the judgement. We call this 360 degrees feedback. Participants 1. Ingeborg van Dorth 2. Marjorie Louwsma 3.Stephanie Olthof 4.Anneke van Zwol
Your own participation
Weak
insufficient
sufficient
good
1.I have spent enough time to the tasks 2. I have had the initiative
x
X
3. I have participated proportionally to the discussion x 4. I have always handed in my work on time x 5. I could give my ideas in a sufficient way x 6. I have learned a lot from other group members x 7.I felt at home in this group x 8. If necessary I have given my criticism (on content and as well as process)
x
9. I think we have worked in a professional way x 10.I am satisfied with the final result x Other remarks:
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Participation group members Good point What has to be altered 1. Ingeborg Hard worker Have a little bit trust in group
members who work in a different way than you do.
2. Marjorie Hard worker relaxt, not too rapidly stresses, not too perfectionist Have a little bit trust in group members who work in a different way than you do.
3.Stephanie Fast worker Keep your active attitude the whole time. Don’t be inferred
4.Anneke Does what she had to do, in a good way and in time.
More initiative
5. 6. 7. What mark would you give yourself and your group members, taken into account every one’s contribution?
Student Grade 1.Ingeborg 8 2.Marjorie 8 3.Stephanie (for the time she was in the Netherlands) 8 4.Anneke 8 5.Hellen 7.5
C. Lecturer’s judgment of the group work The lecturer gives a judgment on a basis of the product as well as the process. Starting point is the final presentation when you justify your product to the customer/client (lecturer) and when you prove that the whole group has attained the competency. The individual outcome may differ. Total judgment Remarks W I S G a. selfevaluation b. 360° feedback c. final product Final grade:
Other remarks: It was hard that I also had 3 exams in the time we had to finish the project. Because I was the only group member who had exams.
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Anneke van Zwol 169536 Individual judgment for groupproducts (so called:BIG) This model contains from self-‐evaluation (A), an evaluation from your fellow students (B) and a judgement by the lecturer(C).The final mark is determined by the lecturer. This form is the start for the evaluation meeting. A. Selfevaluation
1. Purposeful effort 1 Issue monitoring and research preparation My aim was to do research to the SPF and the county Poland. During this project we had to do a lot of research. Event is a very interesting subject in my opinion, so there was a lot of motivation. The research went very well. Sometimes it was hard to find some information but after consultation with each other you are going to think in different to the subject so you can search on an other way.
2 Policy and communication research. Being able to design, implement, analyze and report on research into a communication issue We always divided the tasks. Hellen is a good designer for instance so she did most of the design tasks. I’ve made a part of the analysis (page 72). This went very well. It was very interesting to find all this information about Poland and the Netherlands. Before this project I didn’t know much about this subjects. My aim was to realise an interesting and clear communication plan with the knowledge of all group members. 3 Advice During our study we had to give a lot of advice. Especially on our internship last year where is was my most important aim. My specific assignment was an advice report about the new magazine of the organisation. This advice went very well and I’ve learned very much of making this report. This part of the communication (advice) is very interesting in my opinion. Helping people with your creativity! The advice for the Sacrum Profanum is very broad and they can choose from a lot of different element as: adjust their website, using a app for smartphones, using a Flash mob in the most important cities and realise a vacation package for (potential) visitors. We give them a lot of specific information (based on the conclusions), how to realise these advices because it’s very important that the people from the festival knows what they can do with this advice. The advice must be clear and specific in my opinion. 5 Planning My own planning of this project went very well. Last year I had to do almost two years in one so this was much easier for me. There was not so many time for this project and some things were planned by the teachers on the last moment. For instance the newspaper that we have to make. Some things in the reader were a bit unclear in my opinion. There was an overload on information and the important things were sometimes hard to find.
8 Communication tools This is a very interesting subject in my opinion! I like it to be and think creative. With the whole group we had achieved very nice ideas for communication tools. Also the people in Poland were very excited about our ideas and that’s the most important group for this project! 9 Representing your company We had to represent our company during the presentations that we had to give (findings, conclusions and advice) with a moodboard. Also my aim was to keep up the English language.
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2. Best proof 1 Issue monitoring and research preparation During this project I have done a lot of research to the SPF and Poland. We had divided the appendix questions so I’ve done a lot of research for all this subjects too. 2 Policy and communication research. Being able to design, implement, analyze and report on research into a communication issue Also I have done a lot of research for the situation analysis. I have done research to Poland: identity and image in the Netherlands and general information on labour migration, creative industries and tourism. Furthermore, I did a lot of research for our advice, for instance about the application for the smartphone. What is it and how to promote. 3 Advice I did a lot of research for our advice, for instance about the application for the smartphone. What is it and how to promote. The advice is next to the research the most important subject of the project so research is very necessarily. 5 Planning I’ve proved that I can make a communication plan because I have worked very hard during this project and I’ve made a big part of the plan. 8 Communication tools Together with my group members we realised the communication tools for the SPF. We all had different ideas so we complement each other. Hellen designed the tools, because the did the minor graphic design. 9 Representing your company Together with my group we have to give presentations about the plan. We had to represent our company during this presentations that we had to give (findings, conclusions and advice) with a moodboard.
I was responsible for the next tasks: Research to other comparable festivals in Europe (appendix) Answering two questions of every part/page of the appendix assignments + making the brand mobile of Leeuwarden with all other group members Making a moodboard in the first week with Ingeborg and Stephanie Making the final moodboard with Ingeborg, Hellen and Marjorie Part of the research: Poland: identity and image in the Netherlands, Poland: general info on labour migration, creative industries and tourism Making the conclusions of the research together with Anneke and Marjorie Be present at brainstormsessions Describing how to promote the application, trends social media Decribing how to realise the Flash mob and in which cities (after the trip to Poland) Making the movie with Marjorie and Ingeborg Presentations in the meantime and the final presentation B. 360° feedback Because you cooperated with others , co-‐operation is part of the judgement. We call this 360 degrees feedback. Participants
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1.Marjorie Louwsma 2. Ingeborg van Dorth 3.Hellen Withaar 4.Stephanie Olthof (study in Finland) 5.Anneke van Zwol Your own participation
Weak
insufficient
sufficient
good
1.I have spent enough time to the tasks 2. I have had the initiative
x
3. I have participated proportionally to the discussion x 4. I have always handed in my work on time x 5. I could give my ideas in a sufficient way x 6. I have learned a lot from other group members x 7.I felt at home in this group x 8. If necessary I have given my criticism (on content and as well as process)
x
9. I think we have worked in a professional way x 10.I am satisfied with the final result x Other remarks: Participation group members Good point What has to be altered 1.Marjorie Louwsma Trip to Poland, delivers good
work, hardworking Sometimes, stress less (it was understandable because you was the one who was going to Poland)
2. Ingeborg van Dorth A good leader, takes a lot of initiative, delivers good work
Try to take not so many responsibilities, there are more people in the group. It’s a good point actually, but it can give you a lot of stress
3.Hellen Withaar Designskills, delivers good work Take more initiative (in the beginning) and make sure that you know everything about the project so you know what to do
4.Stephanie Olthof Motivated (in the beginning) Now, when you are in Finland there is no more interaction with us
What mark would you give yourself and your group members, taken into account every one’s contribution?
Student Grade 1.Marjorie Louwsma 8 2. Ingeborg van Dorth 8 3.Hellen Withaar 7,5 4.Stephanie Olthof -‐ 5.Anneke van Zwol 8
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C. Lecturer’s judgment of the group work The lecturer gives a judgment on a basis of the product as well as the process. Starting point is the final presentation when you justify your product to the customer/client (lecturer) and when you prove that the whole group has attained the competency. The individual outcome may differ. Total judgment Remarks W I S G a. selfevaluation b. 360° feedback c. final product Final grade:
Other remarks: