CGMV faces a clear challenge: remaining relevant to new generations of workers without losing touch with its existing membership. That is why we developed a strategic communication plan that combines positioning, target audience segmentation, and a creative concept. A plan that not only guides today’s communication efforts but also lays the foundation for sustainable growth.
Klantcase.
CGMV
A communication strategy that prepares CGMV for the future
De uitdaging
Innovating While Preserving Identity
CGMV has a strong identity and a loyal following. At the same time, the job market is changing rapidly. Younger generations view work differently, seek support at different times, and communicate through different channels than previous generations. The challenge, therefore, was not only to appeal to new target groups but to do so without losing its own identity and distinctive position.
In addition, CGMV’s broad target audience called for a clear strategy. Newcomers to the workforce, working people, retirees, employers, and self-employed individuals each have their own information needs, motivations, and communication styles. To communicate effectively, it was necessary to first clearly define who CGMV wants to reach, what needs are associated with that audience, and how the organization distinguishes itself from other labor unions.
In addition, CGMV’s broad target audience called for a clear strategy. Newcomers to the workforce, working people, retirees, employers, and self-employed individuals each have their own information needs, motivations, and communication styles. To communicate effectively, it was necessary to first clearly define who CGMV wants to reach, what needs are associated with that audience, and how the organization distinguishes itself from other labor unions.
Collaborating as a Strategic Communications Partner
De oplossing
We began with a comprehensive analysis of the organization, its existing services, and its various target audiences. This analysis was based on the member survey, the organizational strategy, and CGMV’s current positioning. Based on this, we developed a segmentation model in which each target group was assigned its own communication strategy and marketing funnel.
Building on this strategic foundation, a creative concept emerged that aligns with CGMV’s strength: not focusing on the conflict, but offering solutions before situations escalate. This resulted in the concept “CGMV Makes Work Work.” A campaign that responds to relatable situations from everyday working life and thus directly addresses the needs of working people. In addition to the creative concept, we developed a comprehensive communication strategy, including a target audience approach, content strategy, channel strategy, and a phased marketing funnel. This creates not just a campaign for today, but a solid foundation for communication.
In this project, the focus was not only on developing a creative idea, but above all on making strategic decisions. Which target audiences offer the most growth opportunities? Where is the greatest urgency? And how do you translate CGMV’s identity into communication that is both recognizable and relevant to different generations?
By combining strategy, positioning, and creativity, we developed a communication plan that provides direction for future campaigns while also allowing sufficient room for further development. This is not a collection of isolated initiatives or a one-time campaign, but a well-thought-out communication strategy that evolves alongside the organization and the changing job market.
Building on this strategic foundation, a creative concept emerged that aligns with CGMV’s strength: not focusing on the conflict, but offering solutions before situations escalate. This resulted in the concept “CGMV Makes Work Work.” A campaign that responds to relatable situations from everyday working life and thus directly addresses the needs of working people. In addition to the creative concept, we developed a comprehensive communication strategy, including a target audience approach, content strategy, channel strategy, and a phased marketing funnel. This creates not just a campaign for today, but a solid foundation for communication.
In this project, the focus was not only on developing a creative idea, but above all on making strategic decisions. Which target audiences offer the most growth opportunities? Where is the greatest urgency? And how do you translate CGMV’s identity into communication that is both recognizable and relevant to different generations?
By combining strategy, positioning, and creativity, we developed a communication plan that provides direction for future campaigns while also allowing sufficient room for further development. This is not a collection of isolated initiatives or a one-time campaign, but a well-thought-out communication strategy that evolves alongside the organization and the changing job market.
• Strategic communication consulting
• Target Audience Segmentation
• Positioning
• Creative concept
• Marketing Funnels
• Content Strategy
• Campaign Development
• Member Recruitment
• Member Retention
