Samenvatting

VIV (Vakbeurs Intensieve Veeteelt) is the Dutch abbreviation for the exhibition for extensive
livestock, and is a subsidiary of the Royal Dutch Jaarbeurs. With over a 1.000 international
companies exhibiting and visitors from over 140 countries, from which the largest parts are
Asian countries, the VIV exhibitions and events are considered a worldwide known brand in
the animal production and processing industry, including the sectors of poultry, pig, cattle &
calves and aquaculture.
Now digitalization is still increasing, and organizations extend their services online, for VIV
it was only logical to expand the physical exhibitions and events to an online knowledge
platform for professionals in the industry, enabling them to access information independent of
time and location. While having a large database of clients from all past exhibitions and
events, the VIV team planned on sending out one mass email to all existing clients including a
call to action to encourage registration on VIV its knowledge platform called: VIV Online.
Moreover, after consultation with the client the perceived practical problem of VIV is the
need of a marketing communication strategy on how to promote the online knowledge
platform of VIV.