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StEP

StEP (Stichting Evenementen en Promotie Noordoostpolder) organises a wide range of festivals and events throughout the year in the Noordoostpolder. From single-day activities to multi-day events attracting thousands of visitors from the region and beyond.

With more than 300 volunteers, collaborations with the municipality and sponsors, and a committed organising team, a strong foundation is in place. The challenge was to present the brand experience of each event consistently and recognisably, without it feeling fragmented.

Our approach

With multiple events, different target audiences, and a variety of communication channels, brand experience can quickly become inconsistent. StEP’s goal was clear: Ensure each event retains its own character while being communicated professionally, recognisably, and consistently.

We started by clarifying the identity of each event. What is its character? Who is the audience? What experience do we want to create? From this foundation, we structured the communication and translated it across all touchpoints.

The implementation

Social media, websites, posters, flyers, billboards, press releases, and advertisements in local media were coordinated both visually and in content. This made every message feel part of a single, strong story.

Messages were tailored to different visitor groups without diluting the core of the event. This ensured the brand experience remained clear and recognisable.

Centralising planning and execution created oversight and consistency. Volunteers, partners, and stakeholders could work from one clear communication line.

The result

Events that are not only well organised but are also perceived as strong brands. Visitors recognise the look and feel, feel engaged, and know what to expect. Communication is more human, consistent, and credible. Volunteers and partners deliver the same message. Each event builds on the trust and recognisability of the previous one.

In this way, the brand experience is no longer a single campaign but a consistent thread through all StEP events in their region anchored in the core values of visible, tangible, and connecting.

Each event as its own brand

What really made the difference for us was that Simone looked beyond promotion. She considered the total brand experience of our events, carefully examining what made each one unique and translating that into every touchpoint, from posters and billboards to social media channels. This turned each event into its own brand. Volunteers and partners recognised the identity, and visitors clearly understood what to expect.

Working with Simone was a very positive experience. She planned ahead, maintained oversight, and brought structure to what can sometimes be a chaotic organisation. This gave a great deal of confidence.

Each event as its own brand

What really made the difference for us was that Simone looked beyond promotion. She considered the total brand experience of our events, carefully examining what made each one unique and translating that into every touchpoint, from posters and billboards to social media channels. This turned each event into its own brand. Volunteers and partners recognised the identity, and visitors clearly understood what to expect.

Working with Simone was a very positive experience. She planned ahead, maintained oversight, and brought structure to what can sometimes be a chaotic organisation. This gave a great deal of confidence.

Gert
Chair
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