Communications strategy
VNBI
Introduction
The Vereniging Nederlandse Biodiesel Industrie (VNBI) is the representative of the Dutch biodiesel industry.
Communication issue
Present biodiesel in the market as an alternative to fossil fuels. Position the VNBI (Vereniging Nederlandse Biodiesel Industrie) as a knowledge leader and authority in the field of biodiesel.
Solution
The complex subject-matter was translated into clear, comprehensible core messages during a strategic session (Message Development). An extensive Q&A was used to prepare the spokespersons for possible issues and crisis situations. During media training the spokespersons were prepared for possible crises by practising extensively with the Q&A that had been set up and with stock questions. By continuously presenting distinctive views through the media, the VNBI has been positioned as a knowledge leader as regards content.
Results
Structural press attention in the relevant media with the desired message, increased awareness of the VNBI name and a truer picture of biodiesel.
