Samenvatting

During the existence of Hemels Publishers (since 1994), new clients have always come to Hemels Publishers on their own initiative. However, at this point the management feels the acquisition of clients needs to be structured and streamlined within the company and therefore developed a new marketing plan with the purpose of an even more successful acquisition of clients. To complete the process of structuring new business and to optimize the effect of the new marketing plan, it is necessary to know how current clients think about Hemels Publishers. Subsequently, this information formulated as the Corporate Image, could be used to maximize the effect of the marketing plan and to even include measurements for an improved Corporate Image, if necessary.
To know whether the Corporate Image fits Hemels Publishers, it should be compared to the Desired and Actual Identity, which form the Corporate Identity. All were researched through surveys with employees, management of Hemels Publishers and Business to Consumer (B2C) Clients.
Derived from the research, now can be said that the Business to Consumer Clients of Hemels Publishers in Northern Europe perceive Hemels Publishers as a reliable partner that delivers top quality products and provides good service. They recognize the international character of the company, and appreciate the professional and friendly relationship with the clients. However, the B2C clients are not familiar with services and products Hemels Publishers does not directly provide to them.
Overall can be concluded, that there are no alarming discrepancies between the Corporate Identity and the Corporate Image. In mainlines, the Identity and Image comply with each other on a considerable high level. The most significant discrepancy found in this research report, was the Image of Hemels Publishers as a supplier of printed customer media, where the Desired Identity states that Hemels Publishers should be perceived as a provider of print, online and narrowcasting.
The gap between print and Cross Publisher was taken as the starting point for a new strategy to bring Corporate Identity and Corporate Image closer together. Especially with the focus on the future, in which Hemels aims to extend its services among already existent customers it is essential that the already existing clients are aware of the wide range of products and services Hemels Publishers is able to provide. In short, in a new strategy Hemels Publishers should be presented as the number one Cross Publisher for Customer Media. In order to achieve this, Hemels Publisher should position itself as a Reliable partner for Cross Publishing solutions, able to deliver top quality products and to provide good service, if desired in multilingual and segmented editions. The communication style of this strategy should be direct, concise and unemotional, maintaining the current logo and house style since these are associated with Hemels Publishers and the current positive Corporate Image of the company. In addition, the subtitle 'THE CROSS PUBLISHING COMPANY' should be communicated through all means of communication and presented as a competitive advantage over Hemels Publishers' competitors.