Temporary housing for asylum, events and crisis · Netherlands · email
15+ meetings with municipalities that rarely talk about this topic
- 15+meetings with municipalities
- 11meetings in the first month
- 3emails per municipality
01Challenge
The Sleeping Agency turns empty halls into livable shelter, operational within 96 hours, up to 2,500 units. In each municipality only a few people handle housing for priority groups. They are under pressure from the Spreidingswet (the Dutch dispersal act) and get email from suppliers every day. Without the right person and a reason to reply now, an email like that does not get through.
02Approach
SignalI used the occupancy of COA locations per municipality and the municipal targets. Both are public. That showed me where the pressure on shelter capacity was highest.
ListFor each municipality I looked for the person who handles the target or temporary housing, not the general info addresses.
MessageThe email opens with the number and the local situation of that municipality. Then comes proof from practice: municipalities where it already runs, with more than a thousand residents across several locations.
Follow-upEmail 2 is about throughput and what a longer stay costs a municipality. Email 3 asks if I have the wrong person and offers a two-pager.
Second angleA separate sequence for municipalities with collective housing, built around the BVR scheme as of 1 July.
Jesse heeft ons geholpen met een e-mail campagne gericht op de publieke sector in Nederland. Hij dook echt in ons prospectonderzoek, bracht onze doelgroep scherp in kaart en zette de hele outreach-infrastructuur voor ons neer. Dat leverde 11 geboekte meetings op in één maand tijd, in een markt die niet vanzelf binnenkomt. Fijne samenwerking, denkt echt met je mee in plaats van alleen mailtjes te versturen. Aangezien onze propositie in bepaalde opzichten abstract is, is het extra lastig om dit goed te verwoorden. Jesse heeft mijn woorden en visie krachtig aangevuld waar nodig om het toepasselijk te maken voor de doelgroep. Zeer content met het resultaat!
Ivar PlompBusiness Development Manager, The Sleeping Agency
03Result
The campaign started in April 2026 and produced more than 15 meetings with municipalities. In the first month it was already 11. The topic is not new, but the email arrived at the moment the municipality already knew the number itself.
Today 10:02
Read 10:02
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