OE MA 103: Omnichannel Marketing
Hogeschool Inholland
Business Studies Alkmaar
05-06-2023
,Titlepage
Hogeschool Inholland Alkmaar
Bachelor Business Studies
OE MA 103: Omnichannel Marketing
Alkmaar, June 2023
Teacher: Danielle Plantinga
Subject: OE MA 103: Omnichannel Marketing
Students: Dani Dorenbos, Jip van Acquooij, Juliana Pytura, Anastasiia Levchuk
Student numbers: 671429, 625756, 705110, 709136
,Preface
This project was started as part of our studies. This gave us valuable experience and the
opportunity to tackle the real case of a Dutch company.
The purpose of this project was to further investigate the problem of this company, which the
owner told us about, so we tried to consider all the possible reasons for such a high dropout
rate and propose possible solutions to improve the BaanBereik recruitment process. To achieve
this goal, we first visited our chosen company BaanBereik and signed a contract, then conducted
research and analysed data.
We want to thank BaanBereik for this project and we want to thank Danielle Plantinga for the
support on helping with the project.
Alkmaar, June 2023
, Management Summary
The management summary aims to outline the key points related to the GAP-analyses, focusing
on the transition from the IST-situation to the SOLL-situation for BaanBereik. The objective is to
optimize the loyalty phase of the candidate journey, reducing the current high dropout rate of
90% to the industry average of 74% in the recruitment sector. To achieve this, BaanBereik plans
to implement a newsletter email marketing campaign, aiming to strengthen and prolong the
relationship between job applicants and BaanBereik. The newsletter serves as a tool to establish
a loyalty program, creating the perception that job applicants can benefit from unique career
opportunities through BaanBereik, even if they already have a job and a good relationship with
it. Initially, BaanBereik will start with a universal newsletter, and if successful, they can create
additional newsletters targeting different job applicant segments for a more personalized and
direct approach.
Regarding the newsletter, the chapter on visualization will showcase its visual representation,
while the "Content of the newsletter" section will explain its components. The content will be
structured based on the best practice of "Mob Kitchen," consisting of three sections. Firstly,
new vacancies in the specific segment of the target group (in this case, technical vacancies) will
be highlighted, including a brief description of the position and the company. The second
section will feature a short article discussing recent happenings in the technical sector,
providing informative content that job applicants might find interesting. The third section will
focus on more general vacancies that are yet to be filled. Additionally, the newsletter will
include a feedback button to gather input on topics that job applicants find appealing. The
newsletter's template will be optimized for viewing on smartphones.
Determining the email sending frequencies is crucial for optimizing engagement with the target
audience. BaanBereik should consider that the best days to send emails to Dutch job applicants
are Tuesdays and Thursdays, as observed in the email engagement chart. Thursday, specifically,
appears to be the most favourable day, while mornings (09:00-11:00) and evenings (19:00-
21:00) are the recommended time slots. Therefore, it is advised to send the newsletter on
Thursdays between 09:00 and 11:00 AM.
To ensure a consistent and organized approach, a content calendar is established for the
newsletter, specifying the week, day, time, platform, and content for each month (January to
March). This allows BaanBereik to plan and schedule the newsletters effectively.
To optimize the newsletter's performance, A/B testing can be conducted. This involves creating
two versions of the newsletter with different headers or pictures and distributing them to
segmented groups. By comparing the engagement levels, BaanBereik can determine which
version resonates better with the target group, enabling further optimization of the newsletter
content.
