AREA
Waste Collection & Cleaning
Challenge
As AREA caters to a broad target audience, it can be challenging to determine which message to communicate to each audience, and from which sender the message should originate. Our challenge is to bring together municipal and business services under one name, one cohesive narrative, and communicate it with a recognizable visual style. The ultimate goal is to strengthen the business positioning and increase brand awareness through a brand equity approach, thereby reinforcing the associated vision and brand values among the target audience.
To translate this into concrete tasks, it involves refining the strategic positioning and corporate identity. Based on these building blocks, we have further developed a Brandbook and a strategic Business Campaign Concept in the subsequent stages.
Results
Always know what to communicate; for both household and commercial waste.
Enhanced corporate identity. From traditional to fresh, modern, and recognizable.
B2B market penetration
AREA is a well-known name in the Drenthe region, especially among municipalities and residents. When it comes to corporate services, AREA Zakelijk is also making significant progress, but it's less recognized. And unfamiliarity breeds indifference. The competition in the waste and environment industry, especially in corporate services, is fierce. While AREA operates as a regional player and intends to remain so, a few national and international players are gradually entering the region. Unlike AREA's services for household waste, which are governed by local authorities, AREA Zakelijk operates with a profit motive, offering services for commercial waste. The aim is to generate further leads, with all communication efforts benefiting from the positive existing image and reputation of AREA as a whole.
Strategy & Tactics
To ensure the target audience immediately understands what you do and don't do, communication must be concise, powerful, and above all, clear. Therefore, we advised AREA to consistently communicate with the same sender, regardless of the type of message or target audience. This approach ensures that the company name, services, and target groups are immediately apparent. In the text, we connect the services under AREA Zakelijk with the household and municipal services of the better-known government-dominated AREA. Now, how should we elaborate further? This is where positioning comes into play. We utilize neuromarketing and storytelling for positioning, along with an overarching brand story and a corporate proposition to clarify the differences in service offerings. We maintain a consistent tone of voice, approach, and core values.
AREA is customer-focused and service-oriented, making them the preferred partner for government agencies and businesses. Their strategy revolves around customer intimacy, where services are tailored around the customer. In the future, products and services will be even more customized to meet individual customer needs. Additionally, AREA strives to make it easy for their customers.
With a data-driven approach, AREA is continuously improving its services. Presenting themselves as the regional knowledge partner, well-informed about national affairs while being familiar with local and regional specifics, they position themselves as experts. These experts possess knowledge, skills, and experience within the region, supported by regional data and advanced technology, enabling them to efficiently handle everything.
A modern look
To effectively communicate the new narrative both in text and visually, the AREA corporate identity has been refined. Building upon the existing logo, color palette, and design elements, the visual style has been revamped to achieve a more modern and sleek appearance. Subsequently, an on- and offline communication grid has been devised, defining guidelines for every communication piece. This approach ensures a consistent visual identity, increasing recognition of the new style, and making each communication clear and user-friendly for the recipients. The refined corporate identity has been documented in a Brandbook, serving as the internal bible for all corporate communications. It proves to be highly valuable for the communications department and additionally serves as an impressive and professional coffee table book.
Campaign concept
For inspiration in conducting a communication campaign, we have utilized the available ingredients to develop a strategic Business Campaign Concept, aimed at generating new leads for AREA Zakelijk. In this Campaign Concept, we identify strategic textual hooks to capture the target audience's attention. We then align these hooks with the defined visual style and organize the entire set of communications within a campaign architecture. This architecture outlines the various perspectives from which we can showcase the AREA brand.
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