Fedustria serves four distinct sectors: textile, wood, furniture and design. Each with its own needs, dynamics and language. But the federation was still communicating through generic channels, without digital infrastructure to personalise its message.
Full rebrand: logo, colours, typography and tagline
Content strategy and brand house based on stakeholder interviews
WordPress platform with integrated member portal
Personalised content per sector and area of interest
CRM integration in collaboration with partner Savaco
360° communication platform for 1,600+ members
The challenge
How do you communicate relevantly and personally with 1,600+ members across four sectors, each with different needs, when your digital infrastructure isn't set up for it?
Our solution
A completely new brand house, content strategy and WordPress knowledge platform with CRM integration, ensuring every member receives the right information through the right channel.
Fedustria x iO: from campaign partner to strategic digital partner
Fedustria is the Belgian employers' organisation for the textile, wood, furniture and design industry. The federation represents over 1,600 companies, mainly SMEs, and supports them on social, legal, economic and technical matters.
Our collaboration started in 2020 with the "Ferm gerief" campaign: a playful online and radio campaign that put the Belgian furniture industry in the spotlight during the pandemic. That collaboration grew into a long-term strategic partnership in which we helped Fedustria reinvent itself from the ground up.
How do you combine a rebrand with the launch of a new digital platform for a membership organisation?
Fedustria didn't lack expertise. It lacked consistency. The brand had no tagline, the visual identity was outdated, and the communication team had no clear framework to determine which message should go to which audience.
That's why we started with in-depth interviews with all stakeholders. Those insights formed the basis for a completely new brand house: a strategic foundation with clear positioning, brand values and a communication framework that guides every message.
The result: a federation that now communicates consistently, with a brand that reflects its strategic ambitions.
How do you deliver personalised content per sector to 1,600+ members through a WordPress member portal?
A textile producer has different information needs than a furniture designer. Yet all members received the same updates. That had to change.
We built a WordPress platform with an integrated knowledge hub. The member portal recognises not only each member's sector, but also personal preferences and areas of interest. This way, a woodworker receives updates about wood regulations, while a textile producer gets news about import tariffs.
This personalisation makes Fedustria more relevant to every member. And relevance is the key to member retention.
How do you integrate a CRM system with a WordPress knowledge platform for targeted member communication?
Personalisation requires data. That's why we connected the WordPress platform to a central CRM system. For this integration, we worked closely with Savaco, a specialised partner.
The CRM integration makes it possible to manage communication centrally: from newsletters to platform notifications. The content process runs more efficiently, internal workflows are optimised and knowledge reaches the right member at the right time.
Together with our partner iO, we managed to realise the final piece of our strategic renewal within a very tight timeframe. Not only a completely refreshed brand identity and a rethought content strategy, but also a brand-new digital platform that brings everything together.
The numbers
1+
Members now receiving personalised content
1
Sectors with their own content streams
1
360° integrated communication platform
1
Central CRM system as control point
From generic federation to personal knowledge partner
Fedustria no longer communicates in bulk. Every member now receives information that fits their sector, preferences and challenges. The new brand identity makes the story recognisable. The communication platform makes it scalable.
For Fedustria, this means: more efficient workflows, stronger member retention and a brand that finally lives up to its strategic ambitions. For the 1,600+ members: relevant information, faster and more personally than ever before.
