Case study on brand building

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    Case study on brand building - Presentation Transcript

    1. dawn - greo belgers - greo@dawn.nl
    2. situation and targets
    3. 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
    4. it is an incredibly ambitious target that demands an integrated approach.
    5. commercial targets for 2008 2007 Target Growth in revenue 46 % 56 % Growth in registered candidates 52 % 62 % Revenue businesses 4,2 miljoen > 8 miljoen
    6. marketing communications targets 2008 2007 Target Name awareness 9% 18 % > 25 % Brand preference 3% 6% Brand consideration 5% 10 %
    7. target group Aged 20 - 49, AB, experienced higher vocational/intermediate vocational graduates (2,375,000 people).
    8. strategy
    9. 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.
    10. 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.
    11. 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.
    12. is monday in dutch
    13. a name that is easy to remember and leading for all communications activities.
    14. creative accountability
    15. 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.
    16. 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.
    17. media/ resources
    18. 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.
    19. results
    20. 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
    21. 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
    22. marketing communications results 2008 2007 Target Achieved Name awareness 9% 18% - 25% 50% Brand preference 3% 6% 13% Brand consideration 5% 10% 31%
    23. market share surges from 9,7% to 17,6%
    24. 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.
    25. the new name and positioning have resulted in n moving rapidly towards becoming the biggest and best staffing agency.
    26. see you Monday dawn - greo belgers - greo@dawn.nl

    + GREO BELGERSGREO BELGERS, 4 months ago

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