Samenvatting

Connecting for (Re)generative Education (C4RE) is a movement started by eight people, six co founders, and two interns. Their main goal is to create a platform, in the form of a social movement, where people working in Dutch educational organisations can support each other and exchange knowledge on topics related to education and educational developments. The movement is still in its early phase, has limited personnel, and with the current organisational focus on the development of the CBP, C4RE does not have a communication team nor plans to design and execute a recruitment strategy. That poses a challenge for the movement as CBP is supposed to begin in October 2021, and essentially the program could only happen if people from the target group (TG) are persuaded to join. Thus, C4RE should find a way to share its message and idea effectively and efficiently with the TG to create awareness and interest towards participation in the movement. This communication issue resulted in the following advice question: "How can C4RE create awareness about and motivate people working in Dutch educational organisations to join the social movement?"
The results from the research report provided the foundations for the communication strategies. They showed the target group’s low interest shown towards digital communication means that the advice should cautiously refer to this type of communication and only with explicit purposes, such as spreading organisational messages to create awareness about C4RE. Tasting session participants as representatives of the target group expressed their openness towards direct communication, so this approach with other potential members should be reinforced even further. However, the participants tend to enjoy working in small groups with like-minded people, and the introduction of people with different values and goals could possibly harm the current group dynamics. The budget for this communication strategy was kept to the minimum, however, there are few variable costs that are vital for the effectiveness of the whole communication strategy.
Based on these findings and the outlined communication objective: “To motivate movement participation of 50% of the 110 people approached by the current C4RE members within the next
three months” a communication strategy with personal recruitment as the main communication activity was developed. The communication strategy is aimed at the primary Target Group which
includes people living in the Netherlands and working in Dutch educational organisation.