Samenvatting

The advice is given on thegreenlabels’ intention to increase the number of loyal customers and strengthen the Dutch loyal customer base. The communication goal for this project is defined as: “To encourage customers in The Netherlands to be loyal to thegreenlabels”. The four main stakeholders are TGL (the client), loyal customers, potentially loyal customers, and competitors.
The conducted in-depth research resulted in the big idea statement: “A trust brand, that has a positive impact on both you and the environment.” This idea comes from the brand positioning and is reflected in the promotional communication in the campaign. The primary target audience are potentially loyal customers, who purchased 1-2x from and therefore are considered potentially loyal. They are females aged 25-45 based in The Netherlands and interested in sustainability and fashion. The communication objective for the primary TA is stated as: “The communication objective is to develop a favourable disposition towards TGL compared to competitors by 15% within 3 months among TGL potentially loyal female customers in The Netherlands aged 25-45. The secondary target audience are female customers aged 25-45 based in The Netherlands, that have already purchased two and more times, and therefore, are considered to be loyal. However, loyalty wants to be encouraged among these customers through the means of the loyalty program.
Currently, there is low awareness of the LP, thus the communication objective is: “The communication objective is to raise awareness by 20% within 3 months about TGL loyalty program among TGL loyal female customers in The Netherlands aged 25-45”. The communication between TGL and the customers will be two-way, which gives the
possibility to receive feedback from customers. When targeting the primary TA, an in-bound pull marketing strategy will be executed, communicating directly from TGL as the brand. TGL wants to appeal to customers emotions and create a stronger connection, therefore the messaging strategy resonance is applied, and the message will be executed through a slice-of-life example. Not being able to find a suitable sustainable fashion platform will be presented as the problem, and TGL as the solution for a trust-worthy brand with a positive impact on both society and the environment. The whole campaign will be presented using social media and the website as the main communication channels. TGL will use its Instagram to promote the campaign, as well as set up social media ads, which will reach a broader audience than only TGL’s following on Instagram. Furthermore, a blogpost will be published on the company’s website presenting the slice-of-life problem-to-solution message with an emotional appeal.
Concerning the secondary TA, a top-down push strategy will be implemented, as the focus is on raising awareness about the loyalty program. Therefore, the execution style will be demonstration of the usage and benefits of the LP, using bandwagon as the message appeal. The communication will go through social media, the company newsletter, and the website. Instagram stories will be posted throughout the campaign, and the LP will be mentioned in the newsletter. A pop-up will be implemented on TGL website, reminding the website visitors about the LP. The campaign will run for three months, starting in September 2021. The budget for the direct costs is allocated to be €900 and will include social media advertisement and the hourly salary of the IT specialist, who will help the communication team with the website. The campaign will firstly be evaluated before the launch to find out if it is suitable and will be well received by the TA. Secondly, the campaign will be evaluated through the duration and adjusted accordingly to the results.