FIAR is the trade association for audio, imaging and TV. It has a long and rich history, having stood up for the interests of producers and importers in this industry since 1934. When the OPEN Foundation was established in 2021 and this foundation took over the tasks in the area of producer responsibility, thed for e-waste collection took over from FIAR, it was necessary to redefine the foundation's raison d'être.

After an internal process and research, the board decided on FIAR's new direction. Smith Communications was brought in to help translate this new direction into an executable communication plan and, as permanent communication partner, to execute this plan.

The approach

To create a good communication plan, we organized several strategic sessions to define what the core of FIAR is, how the foundation wants to position itself and what its goals are. We integrated all this input into a communication plan with the core values, mission, vision, objectives and target groups, as a starting point.

Once the positioning was clear, it quickly became apparent that there was a great need for a new powerful corporate identity that did justice to FIAR's identity, and a corresponding website. Smith Communicatie thought about the customer journey and the wireframes for the website. A designer and web builder from our network then set to work with the guidance of our communications consultant. The result? See here: www.fiar.nl.

Engaging with producer-importers is a key focus. Smith Communications' event team organized a kick-off meeting in which all producer-importers could get acquainted with the new FIAR. Meanwhile, we have already organized several meetings for FIAR, from knowledge sessions to conferences. In the meantimen we also help FIAR make difficult material understandable in word and writing, where FIAR's core values and communication objectives are woven into it. We also keep an eye on the media to monitor for topics that FIAR can relate to. Our PR team alerts the media to the industry's annual figures, and has started a great partnership with trade magazine ERM, giving FIAR good visibility every month.

As a communications partner, we are plugged into almost everything on a daily basis. We advise and work proactively to achieve the communication objectives set out in the plan.

The result and impact

By operating from one thought, one foundation, the direction of the foundation is once again razor-sharp. A straight line in communication, a clear focus in priorities and choices based on a well thought-out communication strategy. Together, we have now laid a solid foundation on which FIAR can build. The efforts of our communications, PR and event professionals have resulted, among other things, in new participants and greater awareness of and confidence in this fine trade organization.