Matters.frl Marketing Ad

Brief

The coming weeks you – together with your team – will be part of a unique marketing department where you pitch and produce a (content) marketing campaign in order to grow the MATTERS.frl platform. Your marketing efforts will be directly published to a large international audience our MATTERS.frl (a digital content platform FOR and BY students).social media channels.

Introduction Matters.Frl

We are MATTERS – a digital platform made for and by students in cooperation with Creative Business. What do we do? Well, to put it simply: Create content that really MATTERS to you! With over 100 formats and 600 episodes ranging from dating shows to cultural podcasts, we aim to engage students from all over the world. Matters has its roots in Leeuwarden – the capital of the Dutch province of Fryslân – and focuses on an ever-expanding international audience. We tell stories about topics that really concern us – through podcasts, videos, short films, social media content, games, and blogs. At Matters want to win our audience’s hearts through engaging content. We offer stories you cannot get anywhere else – FOR and BY students. Matters provides a real, analytical student’s perspective by discussing social themes important to you! Making all our content both entertaining and meaningful.

AIM

We want to build a strong student-partner community and involve ourselves in the cultural life and the local environment around us. To achieve this, we want to grow our reach through marketing efforts. As student you have the unique opportunity to learn, be creative and build a digital platform at the same time! We are the fastest growing youth media platform in Friesland and aim to grow even faster with upcoming partnership deals and your awesome content! Your goal is to pitch and make a marketing plan and produce marketing content that fits both our platform and target audience.

Audience

Our O&O MATTERS.frl student streaming service will function as the main hub for all matters operations. This is where we capture the attention of students and other audiences that want to engage with meaningful content. With a constant inflow of new student content, we will be able to stay relevant and have a continuous content calendar. However, we have noticed that media consumption behaviour has changed over the years. Students consume content through social media channels more and more. To make the most of this trend, we ask you to come up with a social media plan to reach students throughout NHL Stenden and beyond.
MATTERS.frl has been founded as a Creative Business streaming platform, but our ambitions reach further than our own educational program. Therefore, we want you to focus your marketing efforts to all (inter)national students of NHL Stenden and other Universities (of Applied Science).

Content Deliverables

We would like to see exciting, interesting, and meaningful marketing plans and content covering our main themes, including but not limited to culture, local business, lifestyle, student life, and sustainability. Content can be long form or short form. Your documents must include:

Analysis of the organization from marketing perspective, including: a debrief of the assignment.
Market research and analysis of the marketing environment
Target group/persona analysis supported with infographic (persona and/or content journey).
Content marketing plan incl. Strategic goals, content strategy, media plan, KPI’s etc.
Concept description for any campaigns or content marketing productions proposed.

Creative Freedom

It is important to us that our creatives feel they have as much creative freedom as possible. We want your concepts to be unique, meaningful, and engaging without limiting your creativity. We do need to consider that MATTERS.frl is commissioned by the Creative Business program, so certain ‘promotional activities’ are not allowed (talk to your coaches about restrictions).

Guidelines and Boundaries

You may choose the type of content (ads, branded content, marketing content, memes, video, podcast, blogs, games, short films, etc.) you want to produce yourself. Any type will do as long as we are able to publish or embed it on our social media channels and on MATTERS.frl. Our current catalogue consists of audiovisual content (in both studio and ENG formats), podcasts, blogposts, e-magazines, digital radio, Instagram reels and more. Keep in mind that all content should be meaningful. For inspiration we ask of you to stay on top of what is happening in society today, what will be the ‘next big thing,’ what is relevant in the media, what are interesting trends to follow.

Your ideas must be unique. Direct copies of existing (national or international) formats and ideas are not allowed on MATTERS.frl. Also, make sure you know what content is currently available on our digital platform and give us refreshing new content ideas to push MATTERS.frl to the next level.

Delivery Dates

What	Who
Delivery of Briefing	MATTERS.frl Coordinator
Group Debrief + Pitch	Creative Team
Group Pitch Approval	Coaches
Marketing Campaign and (New) Business Model documents	Creative Team
Boardroom Pitch + Proofs of Concept	Creative Team
Final Decision – Marketing efforts	MATTERS.frl Coordinator