dawn - greo belgers - greo@dawn.nl

situation
and targets

Situation and targets
sargas is committed
to becoming the best
and biggest staffing
agency.
Sargas aims to grow at a faster pace than the market
despite the fact that:
• the market is stabilising
• there is decreasing willingness to take up temporary
positions

it is an incredibly ambitious target
that demands an integrated
approach.

commercial targets for 2008
2007 Target
Growth in revenue 46 % 56 %
Growth in registered candidates 52 % 62 %
Revenue businesses 4,2 miljoen > 8 miljoen

marketing communications targets 2008
2007 Target
Name awareness 9% 18 % > 25 %
Brand preference 3% 6%
Brand consideration 5% 10 %

target group
Aged 20 - 49, AB, experienced higher
vocational/intermediate vocational
graduates (2,375,000 people).

strategy

We focus on a broad target group.
The philosophy is: whoever has the best
professionals has the market.
We aim to claim a state of mind that attracts
the best professionals. This will also have a
positive knock-on effect on clients.

We discovered a very specific DNA:
A no-nonsense company that immediately
rewards commitment and where ambition is a
prerequisite.
This strong, work-focused state of mind serves
as the basis for the positioning and the fully
integrated communications strategy.

But Sargas does not as a name appeal to the
imagination and is unknown.
Time for a reintroduction, a new positioning.
And even a new name that underscores this
focus on work.

is
monday
in dutch

a name that is easy
to remember
and leading for all
communications
activities.

creative
accountability

A creative elaboration that revolves
entirely around Monday.
The positioning is carried out in an
integrated fashion down to the last
details.
A total rebranding.

om de naam te laten landen bij de interne doelgroep
ebben we eerst een simpele campagne gevoerd met het
maandagochtendontbijt (ipv de vrijmibo) als apotheose.
3 01-07-2008 17:49:22
met voor alle
gebouwen
en met elke maandag op alle radiozenders
een actuele radiocommercial.
nieuwe gevels
en een naam die weinig uitleg vraagt
in een markt waarin fantasienamen als yacht
en eiffel de boventoon voeren.
die we ook weer terugzagen
op het feest.

media/
resources

a self-confident media/
resources strategy
that focuses on a wide
audience in order to
effectively brand n
Television serves as the central theme, with radio, print
and online being deployed as supporting media.

results

commercial results 2008
2007 Target Achieved
Growth in revenue 46 % 56 % 75 %
Growth in registered candidates 52 % 62 % 71 %
Revenue businesses 4,2 million > 8 million 12,8 million

results in terms of quality
In numbers 2007 Achievement
New candidates 7.722 13.224
Number of nominees 23.278 18.957
Number of placements 1.812 3.197
Ratio of nominees versus
placements 1:13 1:6

marketing communications results 2008
2007 Target Achieved
Name awareness 9% 18% - 25% 50%
Brand preference 3% 6% 13%
Brand consideration 5% 10% 31%

market share
surges from 9,7%
to 17,6%

in summary:
• all the results surpassed the targets
• the first signs of a decline in the market
were transformed into growth in revenue
• the market has been expanded to include
the business community
• conversion ratio to 1:6 instead of 1:13
• name awareness leaps to 50%
• n is the preferred brand and
is number one within the target group.

the new name and positioning
have resulted in n moving
rapidly towards becoming the
biggest and best staffing agency.

see you Monday
dawn - greo belgers - greo@dawn.nl