Developing a brand promise for Kinderopvang Haarlem

Kinderopvang Haarlem offers affordable childcare at 36 locations in Haarlem, where children grow through playing.

Assignment

Together with Kinderopvang Haarlem, we were able to create a brand promise and develop a clear picture of their mission and distinctive capabilities are. Why should you as a parent (to-be) select this child care centre and not one of the competitors?

Approach

  • Brainstorm sessions using the brand promise model we developed ourselves – see below.
  • Processing the brainstorm session into a document
  • Presentation of the brand promise

Result

  • An authentic and persistent mission: accompany the children every day in their journey to discover the best version of themselves.
  • Strong brand promise
  • Solid foundation for Kinderopvang Haarlem by means of filling in the other circles
  • Clear brand strategy that will help them tell their story
  • All members of the management team march in the same direction.

“It is our mission to accompany the children every day in their journey to discover the best version of themselves. The brand promise is such a beautiful piece for everything we do.” – Maureen Posthumus, director of Kinderopvang Haarlem. Recently Kinderopvang Haarlem posted this super nice video where they make their values clear: adventure, fun, learning and personal.

We were also charged with the task of the next step: thinking up a new name by means of brainstorming. Here, too, we were successful. And we’re glad to have Kinderopvang Haarlem reveal that new name themselves!

Recruiting for the International Criminal Court

The International Criminal Court (ICC) faces the challenge of recruiting many new people in the coming months. Many different countries are affiliated with the ICC. And these nationalities must be reflected in the list of personnel. There is a particular focus on recruiting people from Brazil, Japan, Germany, Korea and Mexico. Also important: the organisation wants to highlight non-legal jobs. ICC is more than just a court. It is an organisation, with all the associated functions. This deserves to be better known.

This project was done in cooperation with the municipality of The Hague. They saw an opportunity to position The Hague once again as the world’s premier city of peace and justice. It’s a reputation that The Hague has rightly acquired with all its institutions. Something a city can be proud of.

Assignment
Anceaux Marketing was asked to create a clear strategy that meets the objectives of the various parties. And to bring this to life in a video campaign.

Natalie contributes considerable experience from her time in recruitment marketing at Shell. Natalie: “If you want to trigger people to apply to an organisation that they don’t know or have never considered, then you have to appeal to emotion. A job-opening text can’t do the job by itself. You want to know what type of organisation you’re joining. And the difference you can make. By having employees of the organisation tell their story, others can identify with that person. This triggers passive candidates to become active. Video, in particular, is an extremely powerful tool for this.”

Approach
• Highlight authenticity
• Make personal videos with main characters from different countries.
• Create videos in which the stories come together.

Result
• Reach the target audience and move them.
• Five personal videos about the employees from different countries
• One general video about ICC, featuring different points of view

Anceaux Marketing brought this strategy to life, in cooperation with video production company Emansion.

Brand promise brainstorming session for different companies

Assignment

We brainstorm together with companies to lay the (marketing) foundation for a company, department or product. After such a session, the brand promise is clear, and you can immediately get started with a marketing strategy, image and message. We have already done this for several companies, such as Someone, Your Market stall, Pottery Antiquair & Juwelier, Pe-roll Holland, Karsten & Kuiper, the product DubbelTreat (part of Floatcenter) and iQ-Vision.

Approach

  • Brainstorming session on mission, core values, target group & specialities
  • Processing the brainstorming session
  • Presenting the brand promise

Result

  • Clear brand promise

 

Putting a chain of stores on the retail map – Jouw Marktkraam

Jouw Marktkraam is a retail chain with more than 30 stores in the Netherlands. The retail concept is somewhat unusual. Each store has its own product range, because Jouw Marktkraam is a distribution channel for what you want to sell. Rent a section and sell your vintage, homemade or brand-new things!

Assignment

We helped by clarifying the brand promise and expressing the promise using all external channels, with the objective of increasing name awareness and building a strong brand.

Approach

  • Defining the brand promise for Jouw Marktkraam
  • Translating the brand promise into the internal franchise policy
  • Restyling the website in line with the brand promise, both text and images
  • Restyling the newsletter in line with the brand promise, both text and images
  • Restyling the flyers in line with the brand promise, both text and images
  • Drafting a national campaign with objectives
  • Helping develop the concept strategy, aligning it even better to its target group
  • Defining a social media strategy
  • Creating a content strategy and content calendar for all channels
  • Deploying always-on marketing based on the strategies created for all channels
  • Creating a tradeshow plan for the Libelle Zomerweek and rollout

Result

  • Clear brand strategy
  • Brand strategy clear
  • Tighter internal policy
  • New website
  • New newsletter
  • Professionalism and consistent messaging using all channels
  • Audience growth
  • Implementation of the knowledge within the organisation

 

 

New innovative platform and redefinition for Someone

Someone is a recruitment and selection agency for online professionals. To expand Someone’s range and to highlight their expertise, the decision was made to develop an innovative online platform. This platform offers room to the ambitions of online (interim) professionals, instead of being simply a matching site. This platform allows employers and professionals to find each other easily without the intervention of an agency.

Assignment

We helped clarifying the brand promise and translating this to the platform, by implementing the platform, generating the awareness campaign and applying process optimisation of the various figureheads within the organisation.

Approach

  • Defining Someone’s brand promise
  • Translating this brand promise into features and the online platform design > what does the platform need to fulfil the brand promise?
  • (Co-) Develop customer journeys and flow
  • Translation internally within the team
  • Support and project management during the development of the platform
  • Support of content and image creation
  • Maintaining contact with the client and project members
  • Providing interim evaluations and the final evaluation
  • Pre-announcements of the online platform and loading the brand via social media and newsletters

Result

  • A clear brand promise from Someone
  • Ambition platform 1:0 was delivered: someone.nl.
  • The team was adapted internally, along with a distribution of roles tailored to the new working method.
  • Employers were informed of the new working method.
  • Candidates were informed of the new working method.
  • The campaign strategy for go-live was delivered and presented and, together with the e-commerce manager, ironed out further and rolled out in the form of a radio campaign, brochures, social media and e-mail marketing.
  • The marketing–sales train was formed.
  • The expected results were achieved.
  • However, after a few months of being live, management decided to take another route. We also assisted this transition.
  • The knowledge is implemented in the organisation.

Driving domestic advertising sales at FunX

FunX is a public radio station for young people in large cities; it stands for diversity. This project was for the FunX sales department, to get the radio commercials and online bannering to reach today’s In other words: a B2B project.

Assignment

FunX is not tracked by national radio audience research. This is an obvious choice, since the study would yield unrepresentative outcomes. Only those decision-making parties at the national levels – such as marketing managers and, particularly, the media purchasing agencies they work with – rely specifically on these studies.  Due in part to this, national sales are not taking off.

There are little or no marketing activities, so no volume is achieved. And approaching potential clients is fraught with difficulties. They want to increase ad revenues by displaying their products in a creative way by loading the brand.

 Approach

  • Strategic campaign plan with various subprojects for an optimum connection with marketing and the sales funnel.
  • Subproject 1: charting the target group into two categories: the quick wins and the long-term prospects.
  • Subproject 2: taking a look at product propositions in order to expand the “flat” product and to market it more precisely.
  • Subproject 3: always-on marketing, where we load the brand via various channels, primarily social media and promotional campaigns in order to achieve conversions.
  • Subproject 4: organising a knowledge event.
  • Renewing the website
  • Messages for always-on and building promotional campaigns for the advertisement market
  • 2016 content calendar
  • Monitoring and adjusting
  • Reporting to the client

The result

  • Clear promise.
  • Clear foundation and strategy
  • Structure and focus in target groups and packages
  • Updated website
  • Updated e-mail newsletter
  • Setting up social media channels
  • Content strategy resulting in loading of the brand
  • Strategy for the knowledge event
  • National advertisement buys from parties such as Unilever
  • Implementation of the knowledge and a new marketing approach within the organisation
  • Evaluation moments and strategy tweaking sessions to stay on course

 

Setting up a campaign strategy for Direct Wonen

Direct Wonen is an online rental platform that links tenants and landlords. At the start of this year, a new business concept was launched in the form of a ‘freemium’ model, which truly helps tenants in their search for a new rental home. This is unique when compared to other rental platforms, such as Pararius.

Assignment

Anceaux Marketing helped translate the business concept and positioning of all communication on the platform, via e-mail and social media, ensuring that it is not an empty promise, and enabling the positioning   everywhere.

Approach

  • Social media strategy
  • Campaign strategy
  • Customer journey
  • Writing texts
  • Personal appearance

Result

  • Translation of the business concept
  • Making positioning evident in all communications
  • Keeping the promise.

“Natalie helped us bridge the gap between the brand and communication in practice. She got up to speed quickly and was able to achieve a good result, with the team. Her effort resulted in the foundation on which we can now continue building.” – Ted den Bieman, Director, Direct Wonen.

 

 

Employer Branding and acquiring leads for NAM

NAM is a joint venture between Shell Nederland BV and ExxonMobil Holding Company Holland LLC. Shell is responsible for all of the recruitment at NAM.

Assignment
We faced the challenge of meeting huge targets, primarily looking for technical professionals for recruitment at NAM. There were too many of them to do a national campaign, so it became a European campaign with Shell’s look and feel, even though NAM has its own corporate identity. This is because Shell enjoys far greater international recognition than NAM. This was a huge campaign that we worked on for 18 months.

Approach
Employer Branding in the form of advertising, bannering, video content etc.
• Targeted actions to appeal specifically to the target group and to impact them with a message.
• Organising the NAM ‘ High-tech & Innovation Event
• Webinars
• Working with agencies for European channels
• Deployment of social media (training sessions)
• Creating and distributing communication messages

Result
• The targets were achieved
• Raised the status as an international employer

“Because of Natalie’s efforts, more of the right engineers saw my job openings and campaigns. In addition, Natalie organised a great event, getting local and international technical professionals interested in a career at NAM: NAM High-Tech Event 2014.” – Jos Boosma, Recruitment Specialist @ NAM.