Problem
Even though a well-developed and structured strategy was implemented for the Hackathon project, a low recognition of it by possibly interested students was identified.
EUDRES Values
Based on the fundamental values of the European Union as defined in the Lisbon Treaty (2009), and strongly committed to the standards and guidelines of the European Higher Education Area, E³UDRES² defines the following key values to guide its activities:
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International orientation;
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Responsible research, sustainable innovation and progressive education;
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Problem-based, solution-oriented and efficient approaches;
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Human-centred, inclusive and participatory action;
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Team-oriented collaboration;
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Results- and impact-oriented co-creation;
Brand Personality
"The personality of the brand in question should be a distinctive personality, characterized by being socially aware, joyful, creative, innovative, fun, inclusive, and friendly."
POSITIONING
Given the positioning that the brand already has in the various media and networks and based on how it assumes itself in them we conclude that EUDRES makes use of a strategy by benefit. The strategy of positioning by benefit tries to position the brand by highlighting the main benefits of the services available, in other words, it focuses on highlighting the benefits that the consumer will obtain with the services that the brand provides.
Having said this, and taking into account what the Hackathon project offers, this is the most appropriate strategy to use, as it is extremely important to highlight the personal benefits that participation in this project offers, such as improving time management and organisation skills and the fact that it enables the development of solutions in a short space of time for real problems faced by companies.
TARGET
EUDRES students aged 18-23, of different genders and socio-economic classes who seek their personal and social development through knowledge transfer with other students or engagement with other communities or countries.
ADVERTISING GOALS
To make our campaign more effective, we identified as main communication objectives to demonstrate the impact that a project like the Hackathon can have on students' lives and the fact that we can somehow inform in a more effective way the goal of it.
