Bart SikkingHead of Communication at Port of Amsterdam
Employees, cruise ships, transshipment and shipping companies, residents, Zaanstad, Amsterdam. These are just a few examples from the list of 73 target groups of Port of Amsterdam.
Creating a single story that resonates with so many stakeholders is no easy task.
First, we organised the 73 target groups into nine stakeholder groups. Then we developed a core message for each stakeholder. We created a content matrix, developed a ‘Green Brand Book’ for employees, filled the communications calendar with content, and presto… we had a solid basis for grip.
From here, Port of Amsterdam’s stories now find their way to the eyes and ears of interested residents, civil servants, customers and passengers. What’s more, each target group is able to navigate the Port of Amsterdam website with ease.
Since our partnership began, Port of Amsterdam’s reputation scores have improved substantially. And this is only the beginning…