Ministerie van OCWPositioning and campaigns for Het Leerhuis

Through a repositioning and various multi-channel campaigns where the offerings of Het Leerhuis Informatiehuishouding are central. That is the core of this beautiful collaboration. Het Leerhuis is part of the Ministry and the National Program for Sustainable Digital Information Management. The world of information management is changing rapidly, through the offerings of courses and training, all information professionals stay up-to-date and the quality of service continues to improve.

In collaboration with the enthusiastic project team of Het Leerhuis, we have developed a new positioning and communication message after several sessions. From this starting point, we will gradually roll out various campaigns through different internal and external channels, both online and offline. This way, we build step by step towards the desired result: more participants and ambassadors for the profession.

In the first phase, we developed a solid foundation based on the new positioning and message. This has been translated 360 degrees into various channels such as online (platform, socials, ads, and digital mailings), but also offline channels (brochures, welcome packages, advertisements, trade magazines, and flyers). A consistent, activating message across all channels was the goal.

From this foundation, we are gradually developing and distributing various multi-channel campaigns. Each phase has its own objectives and KPIs, of course fully measurable to drive better results based on the data. We will continue to systematically roll out and optimize these campaigns. All with the aim of activating more target groups for the offerings of Het Leerhuis and creating ambassadors for the field. Want to grow professionally? Get inspired by Het Leerhuis!

The target groups for Het Leerhuis are very diverse and fragmented across the Netherlands at various government institutions, execution organizations, and departments. From the information professionals themselves to the managers, but also other government employees and HR staff are central to the campaigns. All with their own motivations, physical locations, resistances, and circumstances.

This brings fun challenges for the targeting, channels, and timings in the campaigns. In your campaigns and channels, you want to be visible to the right target group, with the right message at the right time. Our marketers know how to handle that extra challenge!