RHOI: Ymgyrch Marchnata Integredig, Cyfathrebu a Newid Ymddygiad / Integrated Marketing, Communications and Behaviour Change Campaign

Mae RHOI wedi cael ei ysbrydoli gan lwyddiant CopenPay ac mae'n rhan o'r dull rhyngwladol ehangach DestinationPay. Mae'r egwyddor sylfaenol yn syml: anogir pobl i wneud rhywbeth cadarnhaol ar gyfer y lleoedd maen nhw'n ymweld â nhw ac, yn gyfnewid, derbyn gwobr gan fusnes neu sefydliad sy'n cymryd rhan.

Bydd y rhaglen yn canolbwyntio i ddechrau ar Y Bala a Betws-y-Coed fel ardaloedd peilot, gyda'r nod o dyfu ar draws rhanbarth ehangach Eryri dros amser. Bydd gweithgareddau'n cael eu darparu gan amrywiaeth o sefydliadau partner, grwpiau cymunedol, busnesau a sefydliadau eraill. Bydd busnesau sy'n cymryd rhan yn darparu gwobrau i bobl sy'n cwblhau gweithgareddau cymwys.

Mae enghreifftiau o'r mathau o ymddygiad y gallai RHOI eu hannog yn cynnwys dewis trafnidiaeth gyhoeddus, gwirfoddoli, cymryd rhan mewn gweithgareddau casglu sbwriel neu gadwraeth, cefnogi gweithgareddau diwylliannol lleol, dysgu neu ddefnyddio'r Gymraeg, a chymryd rhan mewn gweithgareddau sy'n cyfrannu'n gadarnhaol at gymunedau ac amgylchedd yr ardal.

Nid yw'r rhaglen wedi'i bwriadu i weithredu fel cynllun disgownt na theyrngarwch confensiynol. Rhoddir pwyslais ar annog pobl i wneud dewisiadau cadarnhaol a chymryd rhan mewn gweithgareddau ystyrlon, gyda gwobrau'n darparu cymhelliant ychwanegol.

Felly, dylai'r ymgyrch ganolbwyntio ar newid ymddygiad yn ogystal â chodi ymwybyddiaeth ac annog pobl i lawrlwytho’r ap.

Ffordd ddefnyddiol o feddwl am daith y defnyddiwr arfaethedig yw:

GWELD → DEALL → YMUNO → GWEITHREDU → DERBYN GWOBR → RHANNU → AILADRODD

Disgwylir i'r cyflenwr llwyddiannus ddatblygu'r daith hon ymhellach a nodi'r cyfathrebiadau, yr ymyriadau ymddygiadol a'r gweithgaredd marchnata sydd eu hangen ym mhob cam.

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Eryri National Park Authority is seeking to appoint an experienced marketing and communications supplier to develop and deliver an integrated bilingual Welsh/English marketing and behaviour-change campaign for RHOI, a new initiative designed to encourage visitors and local people to take part in activities that do environmental, cultural and community 'good’.

RHOI has been inspired by the success of CopenPay and forms part of the wider international DestinationPay approach. The basic principle is simple: people are encouraged to do something positive for the places they visit and, in return, receive a reward from a participating business or organisation.

The programme will initially focus on Bala and Betws-y-Coed as pilot areas, with the aim to grow across the wider region of Eryri over time. Activities will be provided by a range of partner organisations, community groups, businesses and other organisations. Participating businesses will provide rewards to people who complete eligible activities.

Examples of the types of behaviour RHOI could encourage include choosing public transport;, volunteering;, taking part in litter-picking or conservation activities,; supporting local cultural activity,; learning or using Welsh;, and taking part in activities that contribute positively to the communities and environment of the area.

The programme is not intended to operate as a conventional discount or loyalty scheme. The emphasis is on encouraging people to make positive choices and participate in meaningful activities, with rewards providing an additional motivation.

The campaign should therefore be concerned with behaviour change as much as awareness or app downloads.

A useful way of thinking about the intended user journey is:

SEE → UNDERSTAND → JOIN → ACT → REWARD → SHARE → REPEAT

The successful supplier will be expected to develop this journey further and identify the communications, behavioural interventions and marketing activity required at each stage.