The Approach

Kega was tasked with developing a content strategy for the employees of Louwman Dealer Group. Internal communication for an organization like Louwman is crucial because employees do not work in a single fixed location, but are spread across the Netherlands. Additionally, the number of employees is quite large, so they are often unaware of what is happening in other departments and locations.

There is also a diverse group of employees, such as mechanics, salespeople, receptionists, and managers. The interests, tasks, and workplaces of these groups often vary greatly. For instance, mechanics typically do not have their own computer at work and cannot check their emails throughout the day. They usually need to log in outside of working hours to check work-related matters. This raises the question: how do you make work-related information interesting for these employees so that they remain engaged, even outside of working hours? And how do you ensure that the communication is relevant?

The Solution

To develop a content strategy for Louwman’s employees, our strategist visited various locations and held discussions with different stakeholders, such as mechanics, car salespeople, managers, and receptionists. These visits took place at different sites across the Netherlands, including in the south, to gain a comprehensive understanding of what is important within the organization. This approach ensured a representative reflection of the varied work environments and challenges.

During the interviews, our strategist proposed some ideas to better understand what employees value in communication.

After these discussions, the findings were summarized, and key themes were extracted. Several insights emerged from the conversations, which formed the basis for creating a content strategy that addresses these challenges and improves communication within Louwman.

To support Louwman with their internal communication, we developed several content tracks they can use. A content track is essentially a type of white-label solution, consisting of standard messages that can be seen as templates. These tracks are based on specific themes that arose from the conversations with different stakeholders at Louwman. This ensures that the content tracks align well with the employees' experiences. As a result, a consistent and engaging way of communicating is created, making internal communication not only more efficient but also more attractive to the staff.

With this approach, Louwman ensures that employees are better informed about what is happening within the company and feel more connected to the organization. This not only boosts motivation but also strengthens the company culture and team spirit within the Louwman Dealer Group.