Change Management

Lets talk about:

Something about me

A little bit about Libma

Something about my job

Case: Taking over AquaZoo and Zooparc

current status Marketing Safari Resort

A sneak Peak

Hi There!

Sven Bcker

Visiting Theme Parks

Being Creative

Singing

A little bit hyperactive

From School for performing

arts to:

NHTV-Theme Park
Management (grad. 2015)

Efteling Academy

Minor

Efteling Academy

Minor

Efteling Academy

Minor

Libma

Graduation & Thesis

Thesis

Qualitative research into the

ideal experience for a AfricaEvent at Beekse Bergen

Africa-traveller's

tour-operators

Transformed into a touchpoint

model and experience concept
with several products

Libma: A real
dynamic organization

TT-Hall Assen

9 visitor attractions

3 (soon to be 4) Holiday Parks

AquaZoo Friesland

Aviodrome Lelystad Airport

10 Event-venues

IJsselhallen Zwolle

Expo Haarlemmermeer

3 event management bureaus

Americahal Apeldoorn

Autotron Rosmalen

Zeelandhallen Goes
Da Vinci Cinema Goes

Omnisport Apeldoorn

Vakantiepark Dierenbos
Brabanthallen s-Hertogenbosch
Sportiom s-Hertogenbosch
1931 Congrescentrum Brabanthallen
Event Center Beekse Bergen
ZooParc Overloon
Safaripark Beekse Bergen
Vakantiepark & Safaricamp
Speelland Beekse Bergen
Beekse Bergen
Dierenrijk
De Buitenjan
Klimrijk Brabant

Libma Core-values

Proposition: Having the greatest time at Libma

The greatest time for our guests

The greatest time for our colleagues

The greatest time for Libma

The greatest time with transparency

Customer Service Flexibility Financial Healthy

structure

2 divisions:

Exhibitions and Events

Attractions

Each company/location has is own operational

management

Headquarters is based at Rosmalen

Staff Departments are there

Libma Fun Factory

Departments:

Marketing

Offline (Brand Management)

Online

Design

Sales

Callcenter

Sales & Joint Promotions

Another day at the office

Libma Fun Factory

Another day at the office

Another day at the office

Jr. Brand Manager Holiday Parks & Exhibitions And Events

Making Brand-Plans (strategic Marketing Planning)

Objectives (e.g.: Brand Awareness)

Ways to reach those objectives

(Marketing)Campaigns

Focussing on our guest or (when B2B) Client

Dealing with a lot of change

JAAR

1931 Convention Centre

5-year Anniversary

Rebranding Exhibitions
and events

Rebranding Libma Exhibitions and events

Rebranding Libma Exhibitions & Events (E&E)

In the eventbranche we experienced our image was

outdated and a bit dusty

Could not change the product (The venues itself)

Give a new look & Feel

What is our promise to our clients?

Result

New corporate website (focus

on usability and optimization
for Search Engine
Optimalisation (SEO)

New corporate Look & Feel

New Brand Identity

New corporate brochure

Event Center Beekse

Bergen

Corporate video

Rebranding

Event Center Beekse Bergen.

Rebranding

Event Center Beekse Bergen

Change:

Taking over two new Zoos

Taking over two new zoos

Early 2015 Zodiac Zoos went Bankrupt

ZooParc Overloon

AquaZoo Friesland

Dierenpark De Wissel

Libma took over two of the three zoos and closed one

Created a lot of ad-hoc based actions

Taking over two new zoos Product & Price

Early stage of take-over Marketing was not involved

meetings with the old marketeers from zodiac Zoos

Ticketpricing

minor touch-ups

Animal collection was upgraded

Taking over two new zoos Operations

Interviews with all operations employees

do they fit into Libma culture?

Drop-out rate:

AquaZoo 100% (from take-over until now)

ZooParc 80% (from take-over until now)

Repositioning
AquaZoo

Water theme was not

consistent

Added new species

Refreshed the signing and look

& Feel entrance

Coming soon: Polar bears

still in development

Repositioning
ZooParc: Issues

No distinctive theme

No strategy developed by
Zodiac

Stuck with old branding

Very close to our other park:

Dierenrijk

Een avontuurlijk
schoolreisje
beleven?

HELE DAG ENTREE

AL VANAF 7,-

Meer info via zooparcoverloon.nl

Reserveren via 0900-0200 (0,35 p.g.)

Repositioning
ZooParc
Solution

Choosing a theme (Expedition)

To dierentiate from
Dierenrijk

NIEUW

DIT VOORJAAR
AFRIKAANSE
LEEUWEN!

CM

Set-up is more explorative

MY

CY

CMY

interesting new species

Implementing the theme Stepby-step

ZOOPARCOVERLOON.NL

Learnings Take-over new zoos

Advice: When dealing with a take-over involve everyone

at the right moment

Act quick

Co

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Imagine

Waking up with this

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Safariresort Beekse Bergen

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Unique in Europe

Total African Experience

Grown up version of Holiday Park

Aiming at upperclass market

Changing the brand Beekse Bergen and changing the

organization

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Safariresort

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Some research facts

From the past dierent

positioning of four subproducts

Research shows the visitors

talk about Beekse Bergen not
about the separate parks

Research shows people

choose the holiday park to
verleng extend their stay to
safaripark only

The name Beekse Bergen has

high Brand Awareness

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Products
Beekse
Bergen

Safaripark

Speelland

Holiday
Park

Event
Center

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Rebranding Beekse
Bergen

What is the impact on Beekse

Bergen Brand?

What does this mean for the

rest of the products of Beekse
Bergen?

How to sell a resort?

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Results of separate branding:

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Process at the moment - Marketing Resort

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Elaborating the brand hierarchy of the separate Beekse

Bergen products, incorporating the new resort

What to do with communications?

Stakeholders and end-users

Doing Market research

Researching the positioning of the current holiday Park

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It is a work in progress

But lets take a sneak peak

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Resort

Sneak Peak

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Thank you! Questions?