Together with maandag®
How could we revamp the brand for sustainable growth?
To grow in sectors and services, maandag® needed to update its offer and bring it up to 2022 standards. To bring clarity and grip, Innoboost developed and updates maandag®'s brand purpose and portfolio. Together with multidisciplinary business teams.
Set up for new growth
maandag®, an intermediary between companies seeking specific work experience and knowledge and know-how from qualified personnel, wanted to expand into other intermediairy services, besides secondment.
However, to win the hearts of new customers and professionals, maandag needed to understand how to best attract each party and credible stretch their brand positioning to enable growth in new directions.
Structuring insights
Solving the puzzles in this platform organization means having a deep understanding of the motivational drivers of professionals in specific sectors and specialisms, combining them with the needs in the markets. Of organizations in need of self-starting professionals.
With dedicated business teams, Innoboost deep-dived into existing customer and market knowledge to collect insights and define offers for 7 new categories and 3 new services. Which we validates to check for desirability with each party. Making sure the envisioned growth would resonate with prospect candidates and companies.
Aligning portfolio and brand
In several sprints, dedicated to a new sector and service, we identified the best validated offers. Basically expanding the portfolio bottom-up. However, we still needed to align with the brand. After each Co-create & Validate sprint, we aligned with management to update the findings and refine the initial directiosn to expand the brand's purpose. Aligning top-down and bottom-up strategies
Bringing it to live
Finally, we captured all findings in a Proposition Book describing the different business value propositions and their consequences for further rollout within the revamped brand value proposition.
Based on the collected insights and the updated directive, existing and newly acquired business teams within maandag® know how to best recruit and place people that bring fresh energy to work and enable the company's sustainable growth.
