Samenvatting

In the academic year 2009-2010, both field and desk research have been conducted for The Hague University's Sports Department. This research is important for the Sports Department because it provides inside information about the target group, which can be applied to (future) communication strategies. The main goal was to find out which communication and marketing instruments can be applied to increase participation within their target group and create more awareness for the sports activities. The target group that is being researched contain all students studying at The Hague
University (THU). To find out what the students know, think, want or do, with regard to exercising at THU, an online survey has been conducted.
The key findings, which can be drawn from the research, are that although many students are involved into the sports activities offered at the Sports Office, a large group stays behind. One part of the surveyed students does not know enough about the sports on offer. The other group does want to exercise, but only when it is not too expensive and time-consuming. The research done shows the
interest of the students in the sports activities and how they perceive the promotional activities. The website and trial lessons were proven to be important factors but also two elements which are not very well known among the students or applied as an effective instrument by the Sports Department.
The brochure and portal announcements are recognised as an important medium for the students. Furthermore, the students like to receive newsletters via e-mail, read posted messages on Hyves or
Facebook or find information on the website of the Sports Department.
The solutions to the researched categories are included in the communication plan, which gives direction on specific instruments and can be implemented by the Sports Department. It states that for
the creation of consistent promotional material the internal skills at the Sports Department can be developed and that with the knowledge available in THU many changes can be made. Also with little
financial resources available. To be able to engage the student to the sports on offer an effective usage of the promotional activities is very important. Therefore, the content on the website and internet
messages needs to be consistent and modern. Finally, new sports and cultural projects in the city of The Hague can encourage sports participation and provide a platform to generate (free) awareness for
the Sports Office.
THU is the only institute in The Hague that has sports facilities. Therefore, THU should keep investing in this service provided for the students. Students do want to participate in sports activities. They only need to receive the right messages that attract them to the sports on offer. This strategic communication plan, written for the Sports Department, include information on how to send those
right messages.