News, client updates & developments
Social Media campaign for the Netherlands Nutrition Centre
Date: 22 september 2011
Call for Action was assigned the development and rollout of a national communications campaign that is to renew awareness of the 'Balansdag' (Balance Day). Balansdag, in Holland, is a well-known concept. 'Having a Balansdag' means that if you feel you've eaten a bit too much yesterday, today you'll compensate for that by taking in less calories.
The campaign is to be supported by the publication of a Balansdag recipebook, concept and design of which are being done by CfA as well. And there's more: a tailor-made Balansdag-app for both Iphone and Android. The social media campaign is scheduled to be rolled out in November - January, and it is to drive several PR-moments as well as book sales conversion (on- and offline).
There's also a number of events projected. Engaging in the campaign might make you win a book, or you might be paid a visit by the Balans Bus, a full fledge kitchen on wheels.
The campaign seeks to partner with in-company catering and fast food companies as well as well as the book trade.
As the Balansdag is not about dieting or losing weight, the campaign aims, with a touch of humour, to present tasty recipes that instantly compensate for having eaten whatever sweet or greasy snack.
Core CfA team: Rik van der Eng (concept, design) Maaike Schutten (concept, copy) Sandra Burgers (project management) Carolien Vader (PR), Meike Kolkman (content management/social media) en Steven Heijtel (technology).
WeBuild: buying a house online
Date: 1 July 2011
WeBuild is a conglomerate of an architect firm, a real estate development and a building company. WeBuild are now developing houses, by means of a highly innovative building concept, based upon an 'open source' principle.
Within all requirements of current building and construction technology, architects are invited to design houses and to present them - through WeBuild - to the consumer. If the buyer likes the architecture of the house, he can then buy the house for a price that is substantially lower than current market prices.
This is because the house, from a construction point of view, is built with standardized components. At the same time, its open source standard guarantees a very broad range of design to choose from. There's an analogy here with Lego: bricks are standardized; building possibilities are endless.
Architects - all involved on a voluntary basis - start earning their fees when a client decides to buy their house. Consequently, f nobody likes their design, they won't.
WeBuild offers a very wide variety in building, thus defining a higly versatile street view. No uniform housing blocks.
Call for Action is to develop the WeBuild site in 2 phases.
1. Information, presentation of the concept. Target group: municipalities and housing communities.
2. E-commerce site, facilitating the individual choice and purchasing of an actual house. Possibly in conference with your neighbours-to-be, i.e. matching (or deliberately not matching) the houses of their choice.
For phase 1 the team will consist of Rik van der Eng (art/concept), Marc Rouffaer (project management, strategy) and Steven Heijtel (technology)
Call for Action is assigned an ambitious retail/e-commerce project
Date: June 2011
By assignment of a large retail chain (appr 200 shops in the Netherlands) Call for Action are working the development of an online shop with rather ambitious business targets. Until now the client was very modestly active in the field of e-commerce. Which means that Call for Action is allowed to start developing almost from scratch, with little legacy (neither technological nor organisational) raising barriers.
As Call for Action develops the project on a turn-key basis, it is capable of consistently working along every single phase within the Online Rendements Keten (online returns chain): strategy, concept, creation, development, operations and results.
Our team: Jeroen van 't Hoff (strategy), Robin Lopulalan (ict/systems design), Allard Janssen (account, teamcasting) Rik van Schaik (database marketing, CRM) Rob van den berg (rfi/rfp; vendor selection), Willemijn van Poppel (interaction design), René Janssen (project manager) en Chris van Zadel (systems architecture).
About what Retail chain this is? To be continued.
Persgroep: Social Business for Directors
Date: 14 June 2011
Especially for directors of large enterprises Call for Action has developed a working session on the strategic interest of social media, and its commercial and organisational impact when driven by key performance indicators: social business, as we then call it.
Typically, social media does not develop top down, it is rather a bottom up thing. At the same time the board of many a big company is supposed to develop and spread its vision downwardly.
Where, in the social media arena, are you clients likely to be found? What do they expect from your company or brand? What are useful targets, smart performance indicators? How can you manage the operational implications of social business, how can you make sure social business is well established within the organisation?
On these matters Rob van Beek and Timi Alcala delivered a well-received workshop for the Persgroep (publisher of nationwide daily newspapers such as De Volkskrant, Algemeen Dagblad, Trouw, Het Parool) top management.
Interested? Call Allard Janssen (06 15439080) or Marc Rouffaer (06 53702613).
Call for Action: Welzorg e-commerce
Date: May 2011
Welzorg specialises, with branches all over the Netherlands, in providing tools and aids for the elderly and for people with a physical handicap or mobility problem. Products that solve particular problems or that just make life easier. Welzorg clients are predominantly municipalities, health insurance companies, health institutions and home care organizations.
For Welzorg, Call for Action advises on the subject of the organization and the operational 'running' of their webshop.
From Call for Action Eugene Barendregt owns the project, not as much as a consultant but merely as a co-working team lead: both coach and project manager.
Wij Special Media
Date: 1 July 2011
Wij Special Media is a publisher, owned by Prénatal, targeting parents-to-be and new parents with children of up to 1 year old. In the Netherlands Wij Special Media is well known for its 'Blije Doos' ('Happy Box') but it actually offers a wide variety of products that are relevant for parents at a specific and well defined moment in time.
For Wij Special Media, Call for Action develops the new www.wij.nl website, in which 2 existing sites are being joined with one single content management system: Drupal. In this project we subsequently go through all phases of the Call for Action Rendementsketen (online chain of returns). This implies a broader strategic view on the target/strategy and concept phases than normally when implementing a new website and CMS. Our focus is on the joint development of website/CMS and a CRM-system, as this combination is a crucial enabler for future Wij Special Media business models.
The project is being run by Rik van Schaik (CRM consultancy), Yno Papen (Project manager, Wim van Kerkwijk and Edgar De Puy (technical development)
WeekbladPers Groep: Social Media/Social business
Date: 8 April 2011
For WPG's Online Service Centre, responsible for executing the cross media projects from the various publishing houses within the group, Call for Action organizes an expert session on the strategical and operational aspects of social media. Or rather: social business, as Call for Action likes to see things from a yielding perspective.
New client: Dutch Flower Council
Date: 8 April 2011
The Dutch Flower Council (Bloemenbureau Holland) has set out to work with a Call for Action team in order to, both strategically and operationally contibute to the KPI-driven development of new, and maintaining of current online marketing campaigns. This is to be done mainly through 3 large platforms aiming at retail, b-to-b and consumer target groups.
The Dutch Flower Council, being the marketing organisation behind the Dutch ornamental flower and plant growing industry, operates mainly on a European level.
From Call for Action the core team wil consist of Hanne Österberg and Mariken Spiekerman. For specific fields of expertise other Call for Action Associates will join as well.
New client: Droog Design
Date: 8 April 2011
By Droog Design Call for Action was assigned to advise in the field of strategy and business modeling, for a very special online project. So special that it's executed under full NDA. More to follow after the launch of the project… Timi Alcala and Marc Rouffaer are the Call for Action team.
New client: Fiat Netherlands
Date: 7 April 2011
For Fiat Cars Netherlands, a Call for Action team led by Rik van Schaik and Peter Sitskoorn, is advising on database marketing strategy. For Fiat, Call for Action are setting up a client database that enables the convergence of a number of client data sources that are currently in use. We also engage into the enrichment and cleansing of the client data, in order to optimize and facilitate the rolling out of various consumer campaigns.
Madaga. Great little foods.
Call for Action and the launch of a new brand
Date: 14 March 2011
Madaga, great little foods, is a new and innovative concept aiming at online sales of fresh, refridgerated baby food. At its website, Madaga will soon be offering a full weekly menu for 6 month-babies to 3-year-olds.
It has nothing but the real, good ingredients in it. Zero additives, and not only has it been prepared from fresh ingredients, it is also freshly delivered at home.
Call for Action was responsible for branding, online strategy, the website and the creation of both online and offline communications, as well as project management. It was done by a core team of 5 associates: Steven Heijtel (technology), Justin Valentin (visual and web design) Charles Hale (branding, corporate identity, packaging) and Allard Janssen (project management, strategy).
Call for Action keynote at congress: CMS and government
Date: 8 February 2011
Though the public sector is often seen as a world of its own, some trends are easily comparable to the commercial world, as substantial parts of the core business seem to shift towards the various online channels. In other words: following corporate and marketing communications, now the core processes are moving towards online.
At February, 8, Allard Janssen held a keynote presentation on one of his favourite subjects: the implementing of a Web Content Management System, and all that can go wrong there. Luckily, he also presented a few basic rules to prevent things from going the wrong track.
During the presentation Allard elaborated on the basic process model that Call for Action regularly uses: the Online Return on Investment Chain, a process flow for any online project required to yield whatever kind of return, or profit. Avoiding to have any preference preset as to systems, people, targets, it merely leads the way through all considerations that are to be made, and emphasises on interdependency and internal consistency. Screw up one small part of the chain, and there'll be no yieldings.
WCMS implementation: killer career or career killer?
New client: WeekbladPers Tijdschriften
Date: 29 November 2010
For WeekbladPers Tijdschriften, Call for Action will be working on the development of their database marketing strategy. WeekbladPers Tijdschriften is part of WPG Publishers, a leading Dutch publishing house (literary fiction, non fiction, educational books, magazines).
Rik van Schaik and Peter Sitskoon will be advising on a cross title database marketing strategy, and the operational optimisation in between Marketing, ICT and Customer Services.
New client: ING Group
Date: 6 October 2010
ING Group HR have asked Call for Action to roll out two internal communications campaigns. ING, globally, employ 107k staff.
With a team of 4 associates, (Hanne Österberg, Marc Rouffaer, Gerdien Stevense, en Monique Koek), CfA is working for a few months on an online global forum, real time, interactive, its core topic being: Diversity.
Secondly, a global, multi-lingual, online activation campaign is being implemented, inspiring ING management to enhance employee engagement.
New Client: Eurorelais
Date: 1 October 2010
By Eurorelais, leading online platform for holiday home rentals, holiday resorts and hotels, Call for Action was assigned to work on the positioning of its proposition to professionals and home owners in the holiday rental market.
Call for Action Associate Mariken Spiekerman is now working on the operational availability of marketing tools and advanced booking technology for these professionals.
New client: Vomar Voordeelmarkt
Date: 23 June 2010
Vomar Supermarkets have a solid proposition when it comes to price level, quality and product range. Still, this needs pointing out in a stronger way to its target groups. Charles Hale, Rob van Beek and Marc Rouffaer, on the basis of Vomar brand values, have set out to develop a new instore and outstore communication strategy and concept, both offline and online.
New client: Reed Business
Date: 11 June 2010
Call for Action have been invited by Reed Business to organise an Expert Session on the subject of digital lead generation. Customer journey, user experience, customer engagement, online marketing and sales, profiling, CMS/content migration are on the agenda.
In order to touch upon the many issues involved, in a relevant way, the session is being attended by 9 Reed business employees and 9 Call for Action associates, the latter being Andrea Vos (ID), Yno Papen (Project management), Rik van Schaik and Peter Sitskoorn (CRM), Steven Heijtel (CMS), Robin Lopulalan (ICT) Rob van Beek (strategy, concept), Marc Rouffaer (strategy) en Allard Janssen (strategy).
New client: Careyn
Date: 8 June 2010
Careyn is a large provider of home (medical) care, health (information) services and products. Careyn is (client-) based in the south of the Netherlands. Marc Rouffaer and Rob van Beek advise on the strategic determination of target groups. This advice contributes to, and facilitates product development and explores its implications to Careyn's digital and e-business strategy.
New client: Océ
Date: 28 May 2010
For Océ, global manufacturer and vendor of document and copying systems, Call for Action develops creative concepts for international e-mail marketing campaigns. In an overall setup that strongly aims for conversion, the various local sales organisations are being facilitated and supported.
The campaign concepts, emphasizing brand values such as innovation, sustainability, reliability, are being created by Gerdien Stevense and Charles Hale.
Call for Action delivers online campaign concepts for Essent
Date: 7 April 2010
For Essent Online, a Call for Action team led by Rob van Beek, developed three strategic online campaign concepts that aim for acquisition, retention and conversion. Both in a b-to-b and a b-to-c setting.
All three campaigns, of which both strategy and visuals where presented to the board of directors, where approved.
Call for Action signs frame agreement with European startup
Date: 6 April 2010
First-day-client Madaga has signed a frame agreement with Call for Action. Madaga is a startup company in the segment of fresh food, offering refridgerated, high quality baby food, exclusively sold via the online channel, not only freshly cooked, but also freshly delivered at home.
Call for Action will cast various teams in order to contribute to the European roll out of the Madaga proposition.