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‘strategic communications: key factor for suc6’

‘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

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‘strategic communications: key factor for suc6’

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

  2. 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

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

  4. 4 niveaus Communicatiestrategie Corporate branding 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 Member recruitment Member CRM Member Promotion

  5. Persona’s > mediabehviour

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

  7. Navigatie duidelijk Direct een sitemap Overzicht naar interessegebied Relevantie

  8. Autoriteit in kennis Direct vinden wat je zoekt

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

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

  11. VBW is overal actief Moderne media Veel content Laagdrempelig Binding

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

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

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

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

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

  17. Provoet 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)

  18. 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

  19. 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

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