Sargas, a staffing agency, aimed to grow faster than the market despite stabilizing conditions. It adopted a new name, Maandag, which means "Monday" in Dutch, and an integrated rebranding strategy. This included internal branding activities, a teaser campaign, and the launch of Maandag on the first Monday of 2008 with ongoing advertising. The strategy used television, radio, print, and online media. Results significantly exceeded targets for revenue, candidate registration and placement, brand awareness and preference, and market share, establishing Maandag as a strong new brand.

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

6. strategy

7. 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.

8. 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.

9. 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.

11. is
monday
in dutch

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

13. integrated
approach

14. a strategic-creative
elaboration that revolves
entirely around maandag

15. starting on the inside
In order to bring the brand alive among the internal
target group, employees were engaged with the
brand through their own designed business cards,
a n morning breakfast rather than Friday
afternoon drinks and a n party.

16. waardoor elke medewerker z’n eigen
zelf ontworpen visitekaartje kreeg.

17. tease
Only then do we turn our attention to outside
the organisation. First with a teaser phase to
introduce the name. Television commercials
that communicate just one message
‘ tot n ’ (‘see you Monday’)
were broadcast during the week prior to the
real brand launch.

19. We arouse curiosity further on
weblogs and this creates a
discussion around the mystery
n.

20. introduction
The kick-off campaign was launched and
n was introduced to the general
public on the first Monday of 2008.

22. An advertisement every Monday.

23. And an up-to-date radio commercial is broadcast every Monday.

24. We toy with the name on TV on other days of the week
(what would Thursday be without n etc.), and this turns
the brand n into a state of mind and a phenomenon.

25. We introduce a clip featuring a dancing businessman on the internet
and social media, which later shows up again in the TV commercials.
And at the n party.

26. The positioning is carried out in an
integrated fashion down to the last detail.
• a new website
• a new trade fair stand
• new signage on the facades of all the
buildings
• the new name on employee cars
• a new visual identity
• a total rebranding

27. 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.

28. media/
resources

29. 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.

30. results

31. a strong and integrated
brand has now been
established
that achieves outstanding
results in all areas.

32. 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

33. 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

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

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

36. revenue rose from
64 million
to 114 million
(target was 103 million)

37. in short:
A strong brand has been established.
n speaks the same language always
and everywhere.
The target group gives the integrated approach
top ratings.

38. see you monday
dawn - greo belgers - greo@dawn.nl