Communication templates

Van Leeuwen structure

In terms of communication, Van Leeuwen is a very complex organisation. We tell about our products, services, market segments, markets, strategy, profile, worldwide presence, ambitions… it seems too much to tell. It is difficult to tell one, consistent ‘Van Leeuwen story’. The guidelines on the following pages are meant to provide some grip to our multitude of subjects.

Why – How – What

The conceived structure of communication takes the participation of Van Leeuwen in the relevant value chains as a starting point. We start at the shared interests of our clients and Van Leeuwen: each project’s, product’s or service’s why. The content of the communication is then filled in with Van Leeuwen’s experience and ability: how do we do it? The final result is a product or service that is developed in cooperation between Van Leeuwen and the clients: the result’s what.

It is striking to see that at the point where the interest is most mutual, where we share the most with our clients, the interaction is at its most low frequency; and where we talk least of the stakes involved, the majority of the interaction takes place. This has lead to a logical structure of the communication channels, means, qualities and frequencies; but also of the storylines, messages, visualisation styles and tone of voice.

These are the levels on which Van Leeuwen communicates:

1 Company values

The way in which we add value to the chains in which we participate.

 

2 Company strategy and profile

The way in which we organise our services, to provide our partners with a continuous value.

 

3 Markets

The economic areas in which we offer our services.

 

  

4 Market segments

Specialised segments of the market and the evidence of our services:
results of our work and projects in which we participate.

 

5 Services

That which we actually contribute to the value chains.

 

6 Products

That which we base our services on.

In order to create brochures and advertisements please follow the instructions displayed in the downloadable Design Manual (chapter Communication templates