Editorial Marketing
Verdonck, Klooster & Associates
Introduction
Verdonck, Klooster & Associates (VKA) carries out strategic projects for its clients in the government and industry. VKA operates in the ‘triangle’ composed of organisational strategy, process design and ICT. The projects vary from strategic consultancy assignments in various fields to programme management, direction and management of complex projects.
Communication issue
Position VKA as an expert in the field of strategic consultancy for the public sector. VKA is an established brand name in the public sector, but VKA is not visible enough in the market, and the target group is not familiar enough with the full range offered by VKA.
Solution
In terms of content VKA has been positioned as an expert by continuously presenting distinctive views on trends and developments via the media. A complex subject-matter has been transformed into clear, comprehensible core messages of interest to potential clients in the government. VKA wants to be profiled by projecting and sharing knowledge and experience.
Results
Name awareness and content positioning have been improved through structural press attention in the relevant media with the desired message. In addition to specialist publicity, there has also been free publicity directed not only at peer groups but also at all relevant target groups.
