In today’s market it is more important than ever to have a distinct internal and external brand identity. In 2010/2011, Deloitte invested in its market visibility through advertising campaigns in newspapers, magazines and websites, demonstrably increasing its external recognition and enhancing its reputation.
In October, an internal campaign by Deloitte Innovation won a prestigious bronze Effie award. Deloitte was the only business-to-business advertiser and professional services firm to receive an award.
Traffic to the Deloitte’s website (www.deloitte.nl) increased by 11% in the year, ranking 38th in a list of the top 100 websites by Management Team, the renowned Dutch business magazine, where it was also the only one of the big four accounting firms which featured in the ranking.
Social media has rapidly become a cornerstone of our brand strategy and one of the most effective channels for engaging our audiences. In the year, Deloitte joined the #Tuacc (tweet up accountancy reform) initiative, which uses social media to discuss the changing role of the auditor. We also continued to raise awareness through our ‘Green Dot Campaign’ in the Netherlands, which has helped Deloitte distinguish itself in the marketplace with a focus on innovation and sustainability.
Another important part of Deloitte’s efforts to enhance brand value and deepen its client relationships is sponsorship. We are proud to be a major sponsor of golfing events in the Netherlands, and are official partners of the KLM Open and the Van Lanschot Senior Open and main sponsors of the Dutch Golf Federation, Golf Team Holland, Dutch Student Golf Association and the tournament Student Open. In 2010/2011, Deloitte also became the title sponsor of the Ladies Open.
These sponsorships provide Deloitte and its clients with a number of excellent opportunities to watch or play golf throughout the year, by visiting sponsored tournaments, joining masterclasses, learning how to play for the first time or by entering Deloitte’s own golf competition, which runs from April to October in 2011.