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The ANWB is a familiar name for almost every Dutchman. In many areas, the ANWB is already seen as a thought leader - knowledge authority - but how do you maintain and maintain 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 goals for new propositions.
Although ANWB has its own PR team, ANWB Business needed extra 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 Zakelijk focuses on a niche market of entrepreneurs, SMEs and freelancers. For those specific target groups, we were looking for a PR party that could help us reach that target group well 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 nxt agency co-founder Remi to Mirjam van der Esch, Marketing Manager at ANWB Zakelijk, came at the right time. Patricia: “Sometimes you are more open to acquisition than others. At the moment, it was opportune for us because we had just relaunched our mobility card. The slogan “thought leadership” that Remi mentioned touched all the right strings. We want to be and remain that thought leader. With a PR strategy focused on responding to current events, we can land this relatively unknown product and bring it to the attention of the target group. Entrepreneurs don't know about the existence of such a mobility card and PR is a great way to support a product category as a whole.”
ANWB Zakelijk has achieved the goals set in that strategy. “We set goals for media value and the number of press releases by piece. We all got them. For example, we reached a total of 570,250 through press releases. In the summer of 2022, we were able to respond to current events about mobility several times. Think of the strikes that prevented many entrepreneurs and freelancers from going to work. For many editors, it was relevant to pay attention to this in response to press releases that we made in collaboration with nxt agency, focused on specific sectors, such as healthcare and education.”
Patricia is also very pleased with the collaboration itself. “We really like the collaboration. We love the 'no nonsense' look of nxt agency. They really have their feet in the clay and work with great enthusiasm for customers. We can switch quickly, for example because we're in a group app together, create a lot of momentum from current events and really exchange ideas together, making it really feel like a collaboration. So we certainly intend to continue like this. nxt agency has really earned our trust.”
ANWB Business 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're on your way to a customer or going on vacation, ANWB Business helps you. With more than 900 roadside guards, the ANWB offers all-in assistance. For you, your employees or your drivers. ANWB Zakelijk offers assistance in the event of a breakdown with passenger cars, company cars and electric vehicles. In addition to her assistance, she also offers mobility solutions to help you be on the road carefree every day. Whether you own one car, multiple vans or a fleet: with ANWB Zakelijk, your mobility is well organized in one go. Read here more about ANWB Business.
“We love the 'no nonsense' look of NXT Content.”
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