Introducing the ERP system at BAM International

BAM International is one of the ten operating companies that are a part of Royal BAM Group NV. BAM International has its head office in The Hague and carries out multidisciplinary projects in fields such as concrete and maritime construction, non-residential construction and the oil and gas industry; the company is active in the US, Australia, the Middle East and Asia.

What was Anceaux Marketing commissioned to do?
BAM was switching to the Enterprise Resource Price (ERP) system in order to work more efficiently and economically at international level. Anceaux Marketing was given the interesting commission of introducing the ERP system throughout the entire organisation and encouraging its use worldwide. We were dealing with a variety of target groups and cultures in this process. The project consisted of an extensive internal campaign with a number of significant challenges, on which we worked with great pleasure for more than eighteen months. We were part of a project team that was responsible for the rollout of the ERP system and were able to concentrate our focus on the communication aspects of the change management.

What was our approach
We started out with a clear campaign strategy. What exactly are the goals? Who do we want to reach? With what intensity and which message? How can we go down from an overarching strategy to a segmented message so that we not only reach people, but also really affect them? In other words: how are we going to motivate people to embrace the ERP system and work with it, taking into account any problems and cultural differences. We received approval for the strategy from the board of BAM and other stakeholders and were able to start the rollout.

The heart of the campaign!
One of BAM’s suppliers developed an app. It was decided to divide the app into a number of headings. Users can subscribe to the sections they personally find interesting. This app sends news alerts to users through their smartphones. The app prevents endless sending of emails, something users generally prefer to avoid where possible. This app was at the heart of the campaign, and it was the medium we used to place all the information about ERP.

We then determined three levels of communication:

  • Organisation level
  • Regional level
  • Individual level

Which news was distributed at organisation level?
General information was shared with everyone in the organisation at organisation level. That’s to say the ‘what, why and how’ for everyone, starting at the very top of the organisation (board and management).

1. Explanatory animated film
We developed an animated film aimed at explaining efficiently what exactly ERP is and what it does. The animated film was developed by Studio Ravivo. Reactions to the film throughout the various layers of the organisation were very positive.

2. Explanatory infographic
BAM makes use of offline channels such as magazines. It would have been a missed opportunity had we not placed an explanatory article about ERP in them. So Anceaux Marketing commissioned Studio Ravivo to develop an infographic in the same style. This was particularly successful in certain regions, such as Asia, where people love infographics.

3. Video series about the what, why and how of ERP
The video series explains the project from the points of view of the various stakeholders involved. We had the board explain the ‘why’, the process owners the ‘how’ and people playing a role in the implementation of the system explained the ‘what’. Thanks to a good mix of people within the various regions, we were able to reach the majority of targets. The video series was made by Starsound Productions.

What did we do at a regional level?
1. Users’ stories
We collected users’ stories from within the organisation. Genuine and honest users’ stories, including problems, solutions etc. We noted that these stories had the most significant effect within the organisation. It’s really interesting to read what a colleague feels about something. That feels more relevant than a story by a member of the board. In addition, it was a good counterbalance for all the ‘positive’ stories. It gives you a sound idea of the problems people faced during the implementation process. Such obstacles are only to be expected in such a process but mentioning them makes them tangible.

2. Events
We organised a ‘going live event’ per region, where once more the ‘what’, why and how’ of the system were explained. We did that not too seriously, with a quiz and of course cake. It gave us a great opportunity to zoom in on the enthusiasm and pride of the people.


What was the result?
How did we measure the result? We gathered data from the various channels and also took an internal survey. All these outcomes were discussed in detail with the board and stakeholders. Naturally, their input was welcome during the final evaluation.

The conclusion was that the campaign had demonstrably contributed to the successful implementation of the ERP system within all sections and layers of the organisation. We also left some recommendations behind for how BAM can continue to encourage the use of the ERP from a communication perspective.

Below are some of the responses from the survey, in which we assessed a number of matters to ascertain the effect the campaign had:

  • Good initial campaign and advertising of our intent’
  • ‘Improvement/modernisation of software within the company is a good thing’
  • ‘The introduction of the ERP promotes a sense of improvement for the company as an whole’
  • ‘Communication round the project organised by a specialist, but extra here was hiring an external with lots of enthusiasm, energy and creativity’

Some interesting data was revealed with regard to the channels used, the knowledge of which we will be able to apply to make the following campaign even more effective.

More information? Get in touch with Natalie Anceaux: +31 641367744 of


Developing a brand promise for Kinderopvang Haarlem

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


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?


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


  • 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.

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.”

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

• 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


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.


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


  • 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!


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.


  • 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


  • 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



Campaign Management: Award Winner @ Shell

At Shell, Natalie and the team won an award for a large campaign to attract professional, technically schooled women in a competitive market. Technically schooled women are a rarity, particularly in the European market. The talent that Shell wished to attract was often quite comfortable at their current employers.


The objective was to create a campaign that would make female talent enthusiastic about coming to work for Shell.


  • Setting up a campaign
  • Advertisements
  • Bannering
  • Video content
  • Editorials
  • Webinar to give the target audience behind-the-scenes look
  • Making it personal by means of the Shell High-tech Event (SHE).


  • SHE is now a global business case and an annually recurring event, thanks to its success.
  • Personal approach
  • New colleagues
  • Recruitment Implementation Excellence Award

“Recruitment Implementation Excellence Award for Natalie Anceaux, Ken McKenzie and Mirella Klein for piloting a webinar and roundtable event to attract more female technical talent to Shell. Congratulations to the team for this innovative approach (setting a global best practice) and great teamwork.” – Claire Wrighton, Regional Recruitment Manager @ Shell.


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.


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.


  • 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


  • A clear brand promise from Someone
  • Ambition platform 1:0 was delivered:
  • 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.


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.


  • 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.


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.


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


  • 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.

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.

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

• 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.