Terra Nova

The Synergy of Online and Offline Campaigns (2019)

This paper offers a case study of the informational and mobilization campaign in the recent “Diaspora Ungaria–România” (Hungary–Romania Diaspora) project designed to enhance economic mobility. We aim to outline the particularities of the present communicational paradigm, the joint use of online and offline campaigns and the use of mass media and social media with various target groups, for a successful  campaign.  We  do  this  by  establishing  a  case  study  following  the phases of classical campaign planning and implementation: brief and project description, campaign objectives, strategic planning, indicators, segmenting and targeting target groups via messages, creating visual identity, offline and online campaigns and their content, results, conclusions, possible further directions.

Available at ResearchGate