Consistent communication creates strong results The Danish Home Guard was established in 1949. Today, it has more than 45,000 volunteer members in the Army, Marine and Air Force Home Guard – 16,000 of them are active members. The Danish Home Guard The task Develop a new communication concept to inform the general public about the modern Home Guard’s role in society, create interest among a new generation of potential volunteers, and foster internal enthusiasm among existing voluntary Home Guard soldiers. One strong story We created a balance between internal culture and external prejudices and expectations The Danish Home Guard is driven by a strong culture and self-understanding, yet there is a gap between how it sees itself and how it is perceived externally. By involving all volunteers and an external target group in the concept development, Kunde & Co managed to find the right balance of military culture, information, self-knowledge and future ambitions to create one, unifying long-lasting story for the Home Guard. Read about the strategic work Consistent communication creates strong results Within two years, one unifying story about the modern Danish Home Guard strengthened its image both in and outside the organisation, while creating renewed interest among potential volunteers. Be consistent! The volunteers drive a consistent story about the modern Home Guard Danish Home Guard volunteers are highly dedicated, therefore real experiences are used to paint a positive, credible picture of the organisation. Despite major differences in tasks and cultures between departments, a clearly defined communication provided a way to activate many people’s stories, while strengthening their identity. Media integration Communication anchored in one strong concept creates impact across platforms Since the campaign’s launch, all communication has been built around the same concept and core messages as identified through analysis. This ensures a consistent story and enhances the communication’s effect across platforms and channels. Communication Concept Keeping effective and consistent communication in a large and diverse public organisation By taking an analytical approach to solving its challenge, the Danish Home Guard identified a convincing core story to describe its role and value as a modern organisation in Danish society. This enabled it to align its many internal and external attitudes and expectations. What we delivered Internal member analysis Image and repositioning analysis Digital analysis & strategy Focus group testing Communication Concept Integrated attitude changing campaigns Responsive website Social Media Strategy & Community Management Tactical materials for local recruitment activities Media strategy and implementation Monthly brand tracking See some of our other work within related areas Design Film Digital Social Campaign Internal alignment Corporate Marketing strategy Customer experience Cross-channel marketing Social media marketing Lead nurturing and marketing automation Market and customer insights Corporate positioning and brand system Public and non-governmental organisations Business to consumer Nils Lindner Koch Partner +45 2969 1495 Read more Scroll to see the next Client Story VRS