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 natalie@anceauxmarketing.nl

 

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.

Assignment

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

Approach

  • 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).

 Result

  • 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.

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.