Cera reaches 400,000 partners with its business relations magazines
Two quality magazines that inform and inspire business partners. Hilde Talloen, Deputy Director of Communications and the publisher of CeraScoop, and Koen Snauwaert, Partner Benefits Coordinator and responsible for CeraSelect, explain the success of both magazines, ‘made by Propaganda’.
Why produce a magazine in a digital world?
“Digital communication and print are very complementary at Cera. We provide shorter messages on our website and respond to current events. We create visibility through our magazines and work on storytelling. We also make a link between the two: the partner benefits that we present in CeraSelect, are ordered online. And in some of the stories, that we publish in CeraScoop, partners can gain background information from our website using a QR-code.”
What does Cera gain from these two magazines?
“These magazines help us to build the relationship with our partners and to realise our mission: to ensure strong foundations of the KBC Groep, realising a positive impact in society (CeraScoop) and allowing our partners to take advantage of unique benefits (CeraSelect). We want to convey a sense of warmth with CeraScoop. In that magazine, we extensively discuss our social projects, our culture of participation, our share issuances… At CeraSelect, as part of our loyalty programme, we offer big discounts to over 50 events, travel, products and services through group purchase.”
“We create visibility through our magazines and use storytelling as a bridge for knowledge and understanding.”
Hilde Talloen, Deputy Director of Communications
How do you measure the ROI of your magazines?
“At CeraSelect, the ROI is easily measurable by the response to the benefits: in the spring edition that is 15.5% on a family basis, for the autumn edition we estimate that the response will be above 25%. Those are strong figures for direct mail magazines. The readers’ survey also showed that CeraScoop is also popular with our partners, that both magazines have a positive impact on Cera’s corporate image and that our readers also keep the magazines.”
What explains the success of these magazines?
“In a cooperative, partners are naturally engaged and interested. In addition, we work hard to present the information and benefits as attractively as possible, both in terms of content and visual. That pays off.”
“These magazines are the result of a strong and close cooperation between many parties.”
Bert Caps, Director of Cera
“When we work together with Cera, we feel those cooperative values. In early 2016, Cera put their full faith in us to give both magazines a makeover in terms of content and layout. Together we achieved a fantastic result of which we are very proud.
After two editions we carried out an extensive readers’ survey. Both the response and the results were amazingly good! The partners really value the magazines and the makeover was also appreciated. That encouraged us to continue to fine-tune the magazines, in which we mainly listen to the needs of the partners and of Cera.”
Results of the Cerascoop readers’ survey
- 64% read CeraScoop.
- 94% give a score of 5 to 10 out of 10 (50% a score of 8 to 10 out of 10)
- 91% noticed the makeover of early 2016
- 40% spend over half an hour’s (!) reading time on the magazine
Results of the Ceraselect readers’ survey
- 90% read Ceraselect
- 97% give a score of 5 to 10 out of 10 (75% a score of 8 to 10 out of 10)
- 92% noticed the makeover of early 2016
- 63% spend over half an hour’s (!) reading time on the magazine
Cera in brief
- Tagline? Deeply rooted, wide branches
- What? A cooperative with 400,000 partners, a major shareholder of KBC Groep
- Why? Invest together in prosperity and well-being
- How? According to the cooperative values of F.W. Raiffeisen: cooperation, solidarity and respect for everyone
- When? For nearly 125 years
2 magazines for partners
- CeraScoop: background information
- CeraSelect: benefits
- Printed magazines and browsable pdfs
- Appears twice a year
- Dutch, French and German
- Print-run: 200,000 copies
- Distribution: by post, by address, by family