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!

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.