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.

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.

monday
in dutch

is

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

integrated approach

a strategic-creative elaboration that revolves entirely around maandag

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.

waardoor elke medewerker zn eigen zelf ontworpen visitekaartje kreeg.

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.

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

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

An advertisement every Monday.

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

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.

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.

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

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.

01-07-2008 17:49:22

met voor alle gebouwen nieuwe gevels

en met elke maandag op alle radiozenders een actuele radiocommercial.

en een naam die weinig uitleg vraagt in een markt waarin fantasienamen als yacht en eiffel de boventoon voeren.

die we ook weer terugzagen feest. op het

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

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

commercial results 2008

2007 Growth in revenue Growth in registered candidates Revenue businesses 46 % 52 % 4,2 million

Target 56 % 62 % > 8 million

Achieved 75 % 71 % 12,8 million

results in terms of quality

In numbers New candidates Number of nominees Number of placements Ratio of nominees versus placements

2007 7.722 23.278 1.812 1:13

Achievement 13.224 18.957 3.197 1:6

marketing communications results 2008

2007 Name awareness Brand preference Brand consideration 9% 3% 5%

Target 18% - 25% 6% 10%

Achieved 50% 13% 31%

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

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

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.

see you monday

dawn - greo belgers - greo@dawn.nl