‘strategic communications: key factor for suc6’ The strategy check Some smart cases Some smart tools

Company profile Wim de Kleuver, CEO The Marketing Communications Group, board of 6 MD One company, 5 brands: corporate strategy & branding retail branding design online branding & interaction recuitment strategy & branding ICT business and marketing solutions 68 fte NL, 11 fte Macedonia € 6.8 mio turnover Smart tools for Strategy, SEO, online group targeting and social media management & marketing customers: ARAG, Pelikan, Halfords bikes, Olympus, UPC, Radio 538

Marketing & communication has changed 1945: product, price, place, promotion 1995: niche marketing 2010: co-creation, power to the people, f.e. LEGO

Communicatiestrategie 4 niveaus Corporate branding branding where your member is communicatie the corporate values Communicate the USP’s (‘make them feel’) Member Relationship Management Optimalisation your communications Optimalisation your (digital) services activate your members Member Recruitment how many (AND wich) members do you want? Memeber Promotion RTV, print mass media, internet, social media Corporate branding Member recruitment Member CRM Member Promotion

Persona’s > mediabehviour

Betrokkenheid vanuit bloemisten Bewijs 'voor en door' Betrokkenheid vanuit bloemisten Herkenbaarheid Referentie

Overzicht naar interessegebied Navigatie duidelijk Direct een sitemap Overzicht naar interessegebied Relevantie

Direct vinden wat je zoekt Autoriteit in kennis Direct vinden wat je zoekt

Persoonlijke aandacht Duidelijke Call to Action Keuze bellen of gebeld worden Direct antwoord

Wat is er zoal nieuw op het lobbyvlak Wat doet de VBW voor mij? Wat is er zoal nieuw op het lobbyvlak

VBW is overal actief Moderne media Veel content Laagdrempelig Binding

Je hoeft niet verder te zoeken Snel en overzichtelijk Autoriteit Je hoeft niet verder te zoeken Snel en overzichtelijk

Altijd duidelijk herkenbaar De USP’s van de VBW Altijd duidelijk herkenbaar Vergroot top of mind

Minder belangrijk voor de bezoeker Onder de knip Toch altijd vlakbij en handig voor contact

Aankondiging volgende editie Mogelijkheid lezen laatste editie Service Cross selling positie Aankondiging volgende editie Mogelijkheid lezen laatste editie Service

Geeft direct inzicht in stand van zaken Roept op tot participatie Poll of barometer Geeft direct inzicht in stand van zaken Roept op tot participatie Variabel thema

Provoet free publicity for ‘warm nest feeling’ PROVOET, 13.000 Pedicures TV commercial versus print mass media (80% GPR) free publicity for ‘warm nest feeling’ > set in media partners & partner communications Strategic communications: position the pedicure as part of local and hopital health teams insurance companies: declaration of consumer visits at the pedicure Healt ministery: loby for both branding quality@members Use mass media partners for influencing public opinion / agenda setting insert smart tools (Google PageRank & SEO, member sites, social media)

Provoet Furniture branche, 6.000 companies, 40.000 people find the USP for your organisation: recruitment for saving existence strategy: one branche, one webadress Building the brand: recruitment website Involvement of stakeholders and opinion leaders (IKEA e.o.) Recruitment site changes into branche portal Game branding to promote the site and build up CRM Monthly GooglePageRank & SEO continue crossmedia promotion, new promotions starts on the portal

Provoet Furniture branche, 6.000 companies, 40.000 people Results: organisation’s future has been saved: a new USPosition 20.000 visitors every month: 25% by Google, 25% by mediapartner Jobtrack, 50% webvisitors by directly and others number1, 2 or 3 position on Google But also new businessmodels new partners: crossmedia adapted But also: new businessmodels political sensitive: to make profit is not our mission yearly: who owns the site-discussion is the price of su6