1. Marlon Bussers, Maddi Etxeberria, Roy van Mierlo, Nick Dercks, Joey de Jong, Anna Mertens Avans Hogeschool, 11-12-12

2. What is the friction of the customer? Situation: Mohammed is from Turkey and he just moved to Den Bosch and is applying for a permanent visa. He does not know many people(apart from his family) and is not allowed to work because he does not have a work permit. Need: He would like to take some steps that help him with his visa application but needs to wait for the IND to take action. Friction: Mohammed does not know his options yet and how he should go about meeting new people in a country where he is a foreigner and does not know the language.

3. Target group: People who just moved to Den Bosch from a non-EU country and need to apply for a residence permit and people with migrational background. Service: The Red Cross will provide a platform for immigrants where they can meet other people in the same situation. This will be provided within a language/culture course that will be given as a supplement to the existing courses for immigrants. Price: The Red Cross receives donations Time in order to do the volunteer work after completing the course Promotion: The most important promotion is to find partners for the courses. There will be cooperation with immigration course providers. The Red Cross will offer additional classes that the immigrants can take part in. As the people in the courses are exactly the target group the Red Cross needs to reach there is not much need for promotion as such. During the 3 rd party courses the participants need to be informed about the Red Cross’ supplementary course(s). New for: the world our country our market Den Bosch Product new re-newed exists Target group existing new X The new concept:

4. Networking and contact building Additional language and culture course for free You want to do something good or give back to society There is no “real competition” (according to the Red Cross) therefore this part only states the names of the other organizations in Den Bosch: Divers, MEE, De Zonnebloem. Various spare time activities; like sports, social get together’s, leisure time. We need to point out that doing this for e.g. 3 hours a week has no real severe impact on the volunteers life but a huge one on the people they assist (it also has a positive impact on the volunteer itself of course) Alternatief 1: logo Alternatief 2: logoAlternatief 3: logo Divers is cooperating with MEE. They also have a own project called Galant De Zonnebloem is one of the biggest voluntary groups in the Netherlands. The target group are also people with physical and psychological impediments Concept attractive? Friction recognizable? Concept believable? Fits to us? nee ja Why does the customer choose for this? Who are the competitors and what is our positioning? MEE is mostly aimed at people with physical and psychological impediments and there friends and family ja

5. Realisability Currently potential partners (immigration course providers) are being researched. The Red Cross’ additional course will provide a more relaxed learning environment with interesting, but nevertheless educative, activities, such as cooking, a hands on culture course and the experience of the Dutch lifestyle (think of “een terrasje pakken”). The Red Cross needs to realise that they are competing with every other organization that is actively looking for volunteers. The task is realisable, but it is a challenge and therefore the following critical points need to considered: Get in touch with immigration course providers for cooperation Language barriere Different culture Allocation of resources for course implementation Deliver on commitment / Expectation management of volunteers Volunteer retention(convince immigrants to commit to their responsiblities towards the Red Cross) What does the development process look like? Possible partners MEE. Moroccan contact person. Providers of naturalization / immigration courses.

6. The cost for the implementation of the campaign are structured as follows: Acquisition of partners (time and effort for the establishment of a network and ensuing meetings/negotiations) Training of course teachers in cultural and language issues Rooms for the courses Course materials Volunteers to hold the courses General promotional materials for the Red Cross, needed to inform the immigrants about the organization as a whole So far there cannot be made a definitive estimation on turnover and costs, however, in the part below there has been made a list of the activities that need to be realized in order to accomplish the project. Also, the Red Cross is a volunteer organization that does not pay salaries. Turnover and costs? Costs product development?

7. Why should we develop this now? The Red Cross Den Bosch will get even further out of touch with their potential volunteers and be behind the competition. Also “Serious Request” which will take place around Christmas will create a lot of positive PR that the Red Cross can profit from. Because of the economic crisis more people are left without an occupation, hence, they have a lot of “free” time at their hands that could be directed towards volunteer work. It provides the opportunity to give back to society and help people in need. On top of that the issue of volunteering has gotten a lot of attention in the news, the subject’s positive spin inspires people and makes them more willing to participate. Increases our image Innovative Believable multi-ethic If we don’t do it now then…? Fits to our strategy Immigrants Social Naturalization

8. Why further? To help people in need, to make a change in society. To maintain a bond with the community we live in. Will it be possible to find enough cooperation partners? Will it be possible to train volunteers enough in order to give good supplementary courses? Will there be enough volunteers to start the whole project? Does the Red Cross have the resources necessary to accomplish the project? Decide whether there still is a fit between the concept proposed and the Red Cross’ new strategy, depending on that decision: networking with potential cooperation partners, form cooperations, develop a curriculum for the courses to be held, allocate the necessary (human) resources, train their volunteers in order to be able to hold proper classes Uncertainties? Suggestion follow-up?