{"id":3941,"date":"2026-02-26T09:33:49","date_gmt":"2026-02-26T09:33:49","guid":{"rendered":"https:\/\/lernende-demokratie.de\/?p=3941"},"modified":"2026-02-26T09:42:05","modified_gmt":"2026-02-26T09:42:05","slug":"kampagnenentwicklung-v-den-perfekten-claim-fuer-deine-zielgruppe-finden","status":"publish","type":"post","link":"https:\/\/lernende-demokratie.de\/en\/kampagnenentwicklung-v-den-perfekten-claim-fuer-deine-zielgruppe-finden\/","title":{"rendered":"Kampagnenentwicklung V \u2013 Den perfekten Claim f\u00fcr deine Zielgruppe finden"},"content":{"rendered":"<p>Nachdem ihr eure B\u00fcndnispartner identifiziert habt, geht es nun an die konkrete Ansprache. In diesem Video lernt ihr den \u201eKampagnenentwicklung-Canvas\u201c kennen, mit dem ihr zielgruppenspezifische Botschaften und attraktive Werbespr\u00fcche (Claims) entwickelt.<\/p>\n\n\n\n<p>Das entscheidende Motto dabei lautet: <strong>\u201eDer K\u00f6der muss dem Fisch schmecken, nicht dem Fischer.\u201c<\/strong> Wir zeigen euch, wie ihr euer Anliegen in die Lebenswelt <strong>eurer <\/strong>Zielgruppe \u00fcbersetzt, um echte Resonanz zu erzeugen.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Die Kernbereiche des Canvas<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Das Ziel (Der Garten):<\/strong> Was ist <strong>euer<\/strong> konkretes Projekt und welche Verhei\u00dfung bzw. Sehnsucht wird dadurch erf\u00fcllt?<\/li>\n\n\n\n<li><strong>Die Zielgruppe verstehen:<\/strong>\n<ul class=\"wp-block-list\">\n<li><strong>Kopf (Kognitive Ebene):<\/strong> Welche sachlichen Argumente und Fragen bewegen die Menschen in eurem Umfeld?<\/li>\n\n\n\n<li><strong>Herz (Affektive Ebene):<\/strong> Welche tiefen Sehns\u00fcchte, aber auch \u00c4ngste und Zweifel sind vorhanden?<\/li>\n\n\n\n<li><strong>Hand (Pragmatische Ebene):<\/strong> Was k\u00f6nnen die Menschen realistisch tun? (Mitbauen, Mitglied werden, anpacken).<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Selbstverst\u00e4ndnis &amp; Resonanz:<\/strong> Erfahrt, warum <strong>euer<\/strong> Projekt unbedingt zum Lebensgef\u00fchl der Zielgruppe passen muss, um wahrgenommen zu werden.<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">Methodik &amp; Praxistipps f\u00fcr euer Team<\/h3>\n\n\n\n<p>Damit eure Kommunikation wirklich sitzt, solltet ihr folgende Punkte beachten:<\/p>\n\n\n\n<ol start=\"1\" class=\"wp-block-list\">\n<li><strong>Empathie statt Best\u00e4tigung:<\/strong> Es geht nicht darum, wie ihr eure Geschichte am liebsten erz\u00e4hlt, sondern wie sie bei <strong>eurem<\/strong> Gegen\u00fcber ankommt.<\/li>\n\n\n\n<li><strong>Vom Teaser zum Claim:<\/strong> Wir zeigen euch, wie ihr aus einer Langfassung eures Anliegens einen kurzen, knackigen Werbespruch entwickelt.<\/li>\n\n\n\n<li><strong>Authentizit\u00e4t:<\/strong> Warum es am besten funktioniert, wenn Vertreter eurer Zielgruppe ihre S\u00e4tze selbst formulieren, statt sie vorgegeben zu bekommen.<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Kampagnenentwicklung V\" width=\"500\" height=\"375\" data-src=\"https:\/\/www.youtube.com\/embed\/hD6uHU2EXMU?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" data-load-mode=\"1\"><\/iframe>\n<\/div><\/figure>","protected":false},"excerpt":{"rendered":"<p>Nachdem ihr eure B\u00fcndnispartner identifiziert habt, geht es nun an die konkrete Ansprache. In diesem Video lernt ihr den \u201eKampagnenentwicklung-Canvas\u201c kennen, mit dem ihr zielgruppenspezifische Botschaften und attraktive Werbespr\u00fcche (Claims) [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3942,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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