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ANWB is a familiar name to almost every Dutch person. In many areas, ANWB is already seen as a thought leader - knowledge authority - but how do you maintain and retain that role? And how do you expand that position with new propositions? Together with nxt agency, ANWB Zakelijk worked on a PR strategy to achieve its objectives for new propositions.
Although ANWB has its own PR team, ANWB Zakelijk needed additional PR expertise. Patricia Bakker, content strategist and marketer at ANWB Zakelijk, shares, "Our PR team is very professional, but mainly focuses on broad social themes. ANWB Business focuses on a niche market of entrepreneurs, SMEs and self-employed workers. For these specific target groups we were looking for a PR party that could help us reach them effectively with our new proposition: the ANWB mobility card. For this proposition, we wanted to set up a solid strategy and take our PR activities to the next level."
An email from co-founder of nxt agency, Remi, to Mirjam van der Esch, Manager of Marketing at ANWB Zakelijk, came at just the right time. Patricia: "Some times you are more open to acquisition than others. At this time it was opportune for us because we had just relaunched our mobility card. The phrase 'thought leadership' that Remi mentioned struck the right chords. We want to be and remain that thought leader. With a public relations strategy focused on capitalizing on current events, we can land this relatively unknown product and bring it to the attention of the target audience. Entrepreneurs do not know of the existence of such a mobility card and PR is a great way to support a product category as a whole."
The goals set in that strategy ANWB Business achieved. "We set targets for media value and the number of press releases at plays. We achieved all of those. For example, we achieved a total reach of 570,250 through press releases. We were able to respond to current events surrounding mobility several times in the summer of 2022. Think of the strikes that prevented many entrepreneurs and self-employed people from going to work. For many editors it was relevant to pay attention to this as a result of press releases we made in collaboration with nxt agency, focused on specific sectors, such as healthcare and education."
About the cooperation itself, Patricia is also very pleased. "We like the cooperation very much. We are charmed by the 'no nonsense' attitude of nxt agency. They really have their feet in the clay and work with great enthusiasm for clients. We can switch quickly, for example because we are in a group app together, create a lot of momentum from current events and really exchange ideas together, so it really feels like a collaboration. We definitely intend to continue this way. nxt agency has really instilled our trust."
ANWB Zakelijk is part of the ANWB. ANWB Zakelijk offers roadside assistance and additional services, such as a mobility card and business lease, for freelancers and SMEs in the Netherlands and Europe. Whether you are on your way to a customer or going on vacation, ANWB Zakelijk helps you. With more than 900 roadside assistance officers, ANWB offers all-in assistance. For you, your employees or your drivers. ANWB Zakelijk offers breakdown assistance for cars, commercial vehicles and electric vehicles. In addition to its emergency services, it also offers mobility solutions to be carefree on the road every day. Whether you own one car, several vans or a fleet: with ANWB Zakelijk your mobility is well taken care of in one go. Read more about ANWB Business here.
"We are enamored with the 'no nonsense' look and feel of NXT Content."
