Case: BOM

Helping businesses in Brabant grow: that’s the essence of the new strategy of the Brabant Development Agency (BOM). To better reach this target group, BOM needed to develop an entirely new content and communication strategy. Mr. Writer played a key role throughout this change process. Bram van den Hoogen, marketing and communication manager at BOM: “It’s extraordinary how effortlessly Mr. Writer moves from strategic planning to hands-on implementation, creating content that we can be proud of.”

What does BOM do?

“BOM is an economic development agency that is committed to helping ambitious companies in the Brabant region of the Netherlands realize their growth potential. We do that by providing access to expertise, capital, talent, markets and facilities, thus contributing to the sustainable economic development of Brabant.”

What kinds of communication challenges did BOM face?

“Talks with stakeholders revealed that they didn’t have a clear understanding of what BOM actually does. They were aware that BOM does ‘something related to economic development,’ but most of them had no idea what kinds of services we provide and to whom. Over the past two years, we have worked to redefine our organization and the services we offer to focus more on helping businesses here in Brabant grow and achieve their ambitions.

To ensure we reach this target audience, we needed to revamp our communication strategy. We decided to put entrepreneurs at the heart of all our stories, providing a clearer picture of what we at BOM have to offer. To do that, we needed a communication partner that excels in storytelling and has the confidence and expertise to guide us. Sometimes you need someone who will say, ‘No, not like that. Let’s do it this way, so we connect with our target audience more effectively.’ One of our media contacts recommended Mr. Writer, and we haven’t looked back since.”

How has Mr. Writer helped BOM?

“After close consultation, we decided to abandon our old annual report format and start over in a completely new style. The result was a clear, compelling annual report – written by Mr. Writer – that meets all legal requirements. Thanks to the new format, we no longer need to create a separate report for our funding providers, thus saving us a great deal of time and money. We also introduced an online Annual Review geared toward businesses in Brabant. It uses text and images to explain how BOM helps regional businesses in a way that’s accessible and easy to understand.

During our numerous brainstorming sessions, Mr. Writer helped us address key questions: What do we stand for? What kinds of stories do we want to tell? What’s the best tone of voice? We’ve now adopted a ‘business journalism’ style for our written texts. Each and every one of the businesses we support really has a great story to tell. All our stories focus on the following questions: what are their goals? How can we help them grow? Mr. Writer helps us reflect on our own methods and be critical.

They’re also responsible for writing our press releases: high-quality, ready-to-publish content, which clearly demonstrates Mr. Writer’s extensive experience in journalism. As a result, more of our stories are picked up, with a minimum of effort on our part.”

What sets Mr. Writer apart?

“Mr. Writer isn’t the kind of partner that blindly follows instructions. They ask critical questions and brainstorm along with us, providing valuable advice and input. It’s extraordinary how effortlessly Mr. Writer moves from strategic planning to hands-on implementation, creating content that we can be proud of. Mr. Writer also does a great job of managing expectations. If something can’t be done, they clearly explain why not and offer alternative solutions. Their proposals are rock solid, and based on past experience, we’re very confident that they will get the job done.”

What has been the impact of your partnership with Mr. Writer?

“Thanks to our targeted communication, businesses have a better understanding of the services we provide, allowing us to have more impact. We communicate more strategically now. And thanks to the brainstorming sessions with Mr. Writer, everyone at BOM is now more focused on our target audience.

We’re also pleased to note that both businesses and our employees are proud of the stories that we publish and are increasingly sharing them on social media. In a sense, they’ve become our ambassadors, allowing us to reach an even greater audience. Together with Mr. Writer, we’re pulling back the curtain on the wonderful things that we do here at BOM and we are committed to expanding on that approach as we move forward.”

It’s extraordinary how effortlessly Mr. Writer moves from strategic planning to hands-on implementation, creating content that we can be proud of.

View BOM’s online Annual Review here (in Dutch) or visit BOM’s website.

Want to learn more? Please contact:

Marcel van de Hoef, Mr. Writer
+31 (0)6 - 52 386 747