B2B Strategy CaseWaag SocietyGet in frontClient Personnel: Marleen Stikker Klaas Hernamdt Bohemia Amsterdam | 10-11-2011Bohemia Personnel: Marco de Boer Victor Neyndor
SituationWaag Society develops creative technology for social innovation.Because of their many varied projects, Waag Society has aconfusing image to the outside world. e hyperactive WaagSociety is able to handle 70 projects or more a year withoutany problems. Bohemia Amsterdam | 10-11-2011
TargetWaag Society needs a uniﬁed and clear identity to be morevisible and claim its central space in innovation.Target groupStakeholders such as project partners, governments & fundersand the public. Bohemia Amsterdam | 10-11-2011
StrategyStep 1: Vision, Mission and PropositionBohemia Amsterdam and Waag Society Sta worked outtogether a strong Vision, Mission and Proposition in threesessions to inspire team, project managers and a liates. Bohemia Amsterdam | 10-11-2011
StrategyStep 2: Brand EssenceWe worked from the heart of the Waag Society. e second stepwas to conduct some extensive and in-depth sessions with keypeople within the Waag Society. en, Bohemia Amsterdam, Waag Society Sta and allemployees involved, determined their brand essence in thesecore values: Engaging, Creative, Connecting, Headstrong andOpen. Bohemia Amsterdam | 10-11-2011
StrategyStep 3: BBM’sBased on the insights, Bohemia Amsterdam advised andimplemented seven so-called Big Brand Moments (BBM).A Big Brand Moment makes it easier for a company to focustheir communication based on their core values.In other words;a Big Brand Moment gets the communications budget to bring Bohemia Amsterdam | 10-11-2011the core values to the attention of the target group at the rightscheduled moment.
vb. project naamCommunicatieplanning1. Communicatiegroepen B2B Business 2 Business B2C Business 2 Consumer Consumer 2 Consumer Intern vb. B2B 1 = Premsela vb. B2C 2 = Nederlandse ontwerpers vb. C2C 3 = Twitter account vb. Waagbreed = Waagbreed presentatie Direct betrokkenen B2B 1 B2C 1 C2C 1 Management Innercircle B2B 2 B2C 2 C2C 2 Projectleiders N Iedereen B2B 3 B2C 3 C2C 3 Waagbreed E Intern Extern Tussentijdse Extern en intern Event / BBM Evaluatie Evaluatie2. Aan Wie M vb. B2B1 I3. Wanneer Datum = 0 (weken*) C * afhankelijk van omvang project Event E4. Hoe P Middelen Externe project site S Waag,org site Event kalender Nieuwsbrief ☛ Persbericht ☛ ☛
Continue Continue Facebook ☛ Medium Medium Twitter ☛ Bohemia Amsterdam | 10-11-2011 Programmaboekje Direct mailing Advertentie Posters Flyer Uitnodiging Presentatie Whitepaper5. Actie wie- Datum van uitvoering
Case DG4GA e BBM communication model is embraced by Waag Societyand in use for the Designers & Artists 4 Genes Award.O cially started the Award as a pilot for a year in whichWaag Society collaborated with the Netherlands GenomicsInitiative to push the recognition of genomic research in theNetherlands.By scheduling all contact moments with team members,associates and press, the Designers & Artists 4 Genes Award got Bohemia Amsterdam | 10-11-2011more attention than expected. e contest and the winners werean news item still months a er the award show and the secondDesigners & Artists 4 Genes Award has just been awarded.
Case Fairphone e BBM communication model is also used by Waag Society forthe introduction of the Fairphone Project. Needless to say this isa big success because of the contemporary subject and thecontrolled communication. Bohemia Amsterdam | 10-11-2011