Bouwunie redevelops
its communication
Bouwunie is the advocacy group for the self-employed and SMEs in the construction industry in
Flanders. It’s a source of support and advice, and a close-knit community. We created a striking
campaign and gave the website a makeover with the aim of persuading existing members of
the power of Bouwunie and attract new members.
Membership boost
Providing insights, promoting interests and bringing people together. Bouwunie, which launched its new house style last year, is invaluable for everyone active in construction in Flanders. Not being a member is not really an option… We created an original campaign concept close to the target audience in words and pictures to point up Bouwunie’s added value and win over new members.
A dash of humour
We snapped the visuals – a man and a woman with a look of amazement on their face – on a building site (though they were professional models). We used them in adverts and other assets, including banners, enabling Bouwunie to spread its message (and generate leads) in trade magazines, at building fairs and in other channels. We created digital content for use on social media: from short snackable videos to a longer dynamic video focusing on the value(s) of Bouwunie. The concept visuals and the new house style also contribute to this.
Digital transformation
The Bouwunie website was ready for an overhaul, so we used the recent rebranding to bring together the corporate site and the different campaign websites in a single, easy-to-manage platform. It was a big challenge, but our DevTech team pulled off a successful digital transformation.
Analysis & CMS training
The first step in the development of the website was a critical analysis of the design as presented. After some tweaks to benefit the user experience (UX) we got to work on the structure. In the functional analysis we set out the chosen functionality and content types. That gave Bouwunie more insight into how the website was put together and a chance to explore the CMS ahead of the launch.
UX website in Drupal
We set up the CMS in Drupal with multidomain functionality. It means Bouwunie can manage the corporate website and in due course more than ten external websites from a single back office. Existing content was directly migrated where possible. Active campaign websites were adapted to the new house style and will be gradually integrated into the multidomain framework.
Futureproof digital platform
We scheduled weekly status meetings and set up a project board to keep the work on track and facilitate communication. As a result, Bouwunie could keep close tabs on how the project was advancing and quickly make tweaks when needed. The new website comes with impressive functionality, including protected content for members, a large section with advice, news and press releases, downloadable publications and documents, and support tools for members. Members can log in with their existing details. The result is a flexible, scalable platform that’s built for the future.
"The new website comes with impressive functionality to better support members."
Work in progress!
But we’re not done yet. We continue to optimise the platform by incorporating such tools as RMI weather tables, a cost-plus calculator and an external CRM system. Because we are fully focused on building the best digital hub for the construction industry.
