Samenvatting

Since 1995, the CINOP International Agency has been responsible for distributing and managing the European subsidies on behalf of the European Commission, with great success. In the past 15 years, more than 40,000 Dutch participants have had learning experiences in different European countries and over 300 partnerships have been entered into. The organisation is presently carrying out the European subsidy programme called Lifelong Learning, which will run until the end of 2013. In 2014 the new subsidy programme called 'Erasmus for All' will start, which will continue until 2020. Currently, the organisation is completely relying on subsidy money that is supplied by the European Commission. If the CINOP International Agency wants to continue working as they do now, they need to win this new programme. Chances are that the CINOP International Agency will win, however it is still possible that they do not. In this case it means that the continuity of the organisation is at risk. Two development scenarios have been created to ensure the continuity of the organisation: (1) The CINOP International Agency wins the new subsidy programme 'Erasmus for All'. As a result, it can continue working the way it does now. This means it does not only provide subsidies but it also provides extensive guidance to its users, with the same assets (money, people). (2) The CINOP International Agency goes commercial.
The second scenario is that CINOP International agency does not win the subsidy programme 'Erasmus for All' which means that the organisation will have to look for alternative income sources on the commercial market. The managing director of the CINOP International Agency believes that with a good reputation the chances of winning, and of acquiring commercial projects when the programme is not won, are higher. However, he also believes that the CINOP International Agency has a reputation of being 'just a subsidy provider', while the aim of the organisation is to be much more than that. This would mean that there is a gap between the identity, the profile that the organisation projects and how it aims to be known, and the reputation, how the organisation is perceived by its users. He believes that this current reputation can negatively influence the organisations chances. An identity analysis has been conducted by analysing the corporate culture, the history of the organisation and the corporate identity mix, which consists of the behaviour, the symbolism and the communications of the organisation. The results are:
The CINOP International Agency sends out a mixed message. More than one brand name and logo are being used on communication materials. The communication of the CINOP International Agency does not show consistency. Hypothesis: Users do not know who the sender of the communication materials is.