Situation
De Zaansche Molen is the association that takes responsibility for preservation and maintenance of the industrial windmills on the Zaanse Schans location for future generations to remind them of the important role these industrial windmills played in the economic success of The Netherlands in the Golden Age. Hence, their plans to move the museum to the proximity of the windmills. With the Molenmuseum as their current brand towards the wider public, there was a strong need for a marketing plan as the foundation for the new brand Wereld van Windmolens. World of Windmills for visitors from abroad.
Achievements
Brand proposition
With 2 existing brands, De Zaansche Molen and Molenmuseum fighting for attention, it is important to create one, single strong brand to appeal to the consumer. Using the Brand House model I developed the World of Windmills brand proposition, defining the unicity of their offering and the brand values that will be guiding for everything they do in marketing and communications. Both via (in)direct channels as well as person-to-person.
Pragmatic marketing plan
The brand and market propositions were the basis for developing the marketing plan, that not only served the purpose as valuable footage to acquire funds to finance the construction of the new museum but also sets clear direction on how to reach and address existing and new target groups through both traditional and on-site as well as digital channels.