- Repositioning Facilicom Group
- Developing & implementing a thought leadership strategy
- Measuring website and online performance
- Facilicom.nl optimized
- Improved thought leadership position
- Measurable online performance
Facilicom Group is a family business consisting of four divisions in the Netherlands: Facilicom Solutions (facility management), Gom (cleaning), Trigion (security), Incluzio (care & welfare). These divisions provide facility services and care & welfare to people. This is exactly Facilicom's focus: people. With over 30,000 employees its their mission to work together to create an inspiring living environment for everyone. Hence their pay-off: "Happy people make happy people".
Facilicom Group has always been the silent force behind the divisions. However, the divisions are stronger together and want to show their overarching strength. Therefore Facilicom Group wants to increase the brand awareness of the group and position itself as a strong authority towards the target audience. This means promoting Facilicom's mission and brand promise: working together to create an inspiring living environment for employees, clients and clients of clients.
In order to bring Facilicom Group to the attention of the division's target groups as a thought leader, Lead Today has created an approach around the pay-off of Facilicom Group: ''Happy people make happy people''. Working on employee satisfaction is in Facilicom Group's DNA, but they don't really show it to the outside world yet. Lead Today used this fact to formulate the following goal: to become a thought leader, or authority, in the field of employee satisfaction. To this end, a thought leadership strategy was developed and implemented, the marketing department was restructured and Lead Today set to work on making the (online) marketing performance of Facilicom Group measurable to be able to realize a data-driven marketing approach.
Despite the fact that there are no KPIs that provide 100% insight into thought leadership, we have listed the following results that give an indication of increased thought leadership:
- 119% more page visits to Facilicom.nl in terms of employee satisfaction.
- Increased engagement of knowledge base visitors. They stay 55% longer on a page and view about twice as many pages per session.
Increased position in the search results pages of search engines for keywords in relation to employee satisfaction.
Data-driven marketing strategy realised.
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