Strategic communications key factor for suc6
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‘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’

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

    • online branding & interaction

    • recuitment strategy & branding

    • ICTbusiness 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

Marketing & communication has changed

  • 1945: product, price, place, promotion

  • 1995: niche marketing

  • 2010: co-creation, power to the people, f.e. LEGO

4 niveaus


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

Persona’s > mediabehviour

Bewijs 'voor en door'

Betrokkenheid vanuit bloemisten



Navigatie duidelijk

Direct een sitemap

Overzicht naar interessegebied


Autoriteit in kennis

Direct vinden wat je zoekt

Persoonlijke aandacht

Duidelijke Call to Action

Keuze bellen of gebeld worden

Direct antwoord

Wat doet de VBW voor mij?

Wat is er zoal nieuw op het lobbyvlak

VBW is overal actief

Moderne media

Veel content




Je hoeft niet verder te zoeken

Snel en overzichtelijk

De USP’s van de VBW

Altijd duidelijk herkenbaar

Vergroot top of mind

Minder belangrijk voor de bezoeker

Onder de knip

Toch altijd vlakbij en handig voor contact

Cross selling positie

Aankondiging volgende editie

Mogelijkheid lezen laatste editie


Poll of barometer

Geeft direct inzicht in stand van zaken

Roept op tot participatie

Variabel thema


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)


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


Furniture branche, 6.000 companies, 40.000 people


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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