Assisting the company in its differentiation strategy
A digital and media strategy that reflects the two-way understanding between the MBTP and the construction industry.
“La Mutuelle du Bâtiment et de Travaux Publics” (MBTP) was set up in 1969, and until 2006 was a management centre tied to the insurer Pro BTP. Now, as an independent operator at the core of the APICIL group since 2016, MBTP follows a strategy of (re)capture and has banked on digital to reach construction stakeholders (companies, independents, individuals) and prove its legitimacy for providing everyday assistance.
On LinkedIn, encountering company deciders, or on Facebook, contacting people at the coalface, MBTP extends a kind, friendly contact, reflecting its closeness to construction industry issues. The mostly-video animation fosters a lively contact with strong interaction. At the core of the approach lies regular editorial content production, with input from the experts, for a simpler understanding of the insurance provider’s services, such as complementary welfare and health insurance.
Who better than professionals to explain mutual insurance to professionals? Influencers provide MBTP with an opportunity to raise awareness among professional communities, with all the closeness and spontaneity these professionals-cum-media can offer!
The “traditional” media always remain complementary to digital actions. So when there is major information to be announced (new offers, exclusive actions, etc.), we activate our networks of specialist reporters to develop the impact of MBTP’s communication.
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