Sdu Uitgevers - Van de mensen van OpMaat
Background
Sdu Uitgevers is one of the largest Dutch publishers. One of their products, OpMaat, is a legal online knowledge base. It contains current news, laws, regulations and public publications. Sdu turned to us and asked for a campaign which improved the position of OpMaat compared to competing products, while retaining existing customers and attracting new users.
Why it makes our heart tick
For this campaign, we were able to reach out to our target audience directly via the people who are responsible for the actual product. We had to deal with a relatively conservative audience and faced some tough competition from other publishers. Nonetheless, we were able to define a refreshing positioning and Sdu Uitgevers fully supported us during the challenge. Above all, we knew we would need buy-in from the internal organization.
The people from OpMaat.
We dealt with a relatively conservative audience and faced some tough competition from other publishers.
The Idea
The idea was to literally show the people behind the product. Meet the campaign Van de mensen van OpMaat (The people from OpMaat). This has both internal and external effects. Goal is to position OpMaat as an easily accessible, friendly, approachable product for each lawyer (rookie or expert). This is done by “Van de mensen van OpMaat” and is implemented throughout the website, tips & tricks (video & text), mailings, transition weeks, business cards/thank you cards/congratulatory cards, and by always giving customers the opportunity to directly contact a person.
Results
OpMaat now is regarded as a product which is made by real people, who are within reach. The campaign can be extended with additional components. For example, we are now working on an extension which introduces the authors who are responsible for the content.
