A technical sector, a rock-solid story. Find out how Rebel Agency portrays a sustainable waste partner in a recognisable, up-to-date and attractive way. Curious about our approach? Discover it here!
Afval Alternatief is a Belgian SME that has been supporting businesses since 2012 with sustainable, bespoke waste collection and waste management. Based in the Kempen, they are building long-term partnerships with businesses that are not looking for a cumbersome waste management operator, but for an approachable partner who thinks proactively, communicates transparently and responds quickly.
That a personalised and committed approach has been a key asset for many years. Yet it had not been adequately showcased online. Communication was fragmented, social media was mainly used on an ad hoc basis, and the digital presence did not always reflect the quality, expertise and approachability that customers experience in their day-to-day dealings with the company.
Afval Alternatief was therefore not looking for an agency that simply publishes posts or manages adverts. They were looking for a partner who truly understands their organisation, gets out into the field with them, and uses marketing as a structural driver for visibility, trust, customer acquisition and recruitment.
In order to position Afval Alternatief credibly, we first had to understand how the company actually works. That is why we didn’t start behind a screen, but on the premises.
We accompanied the team on actual collection rounds, shadowed drivers as they went about their daily work, and got to know the organisation as experienced by customers and staff. This gave us an insight into the practical aspects of the service, the personalised support, the operational challenges and the expertise required to advise businesses effectively on waste streams, legislation and recycling.
That local knowledge now forms the basis of all our communication. We do not support Afval Alternatief through one-off marketing campaigns, but rather as long-term 360° marketing partner which links strategy and implementation.
From positioning and content to campaigns, employer branding, tracking, reviews and legal support: every element contributes to the same objective. We are shaping Afval Alternatief stronger, more recognisable and more future-proof.
In a sector where communication is often technical, impersonal and heavily price-driven, we deliberately opted for a a human and accessible approach.
The focus is not on the container itself, but on the way in which Afval Alternatief helps companies to organise their waste management in a simpler, more effective and more sustainable way. We translated values such as reliability, transparency, sustainability and commitment towards a consistent visual and thematic identity.
We carry this theme through to our social media, adverts, newsletters, job vacancies, Google Business Profile and offline communications. This creates a recognisable brand identity that inspires confidence and highlights how Afval Alternatief stands out from larger, less personalised players.
The positioning therefore supports not only communication but also commercial operations. Potential customers gain a clearer picture more quickly of the services, the approach and the people behind the company.
Effective marketing requires a sound technical foundation. That is why we brought together Afval Alternatief’s entire digital ecosystem in a single, clear and measurable structure.
Among other things, we optimised Meta Business Manager, the advertising accounts, Google Business Profile and the underlying tracking. As a result, enquiries for quotes, job applications and other key conversions are measured accurately.
We don’t just use that data for reporting. It helps us to continuously improve our campaigns, define our target audiences more precisely and allocate budgets in a more targeted way. As a result, decisions are no longer based solely on gut feeling, but on measurable results and tangible conversions.
Furthermore, the technical foundations ensure that commercial and recruitment campaigns are managed according to the same strategy and can be continuously optimised.
Good content starts with the reality of the business. That’s why we regularly head out on the road with the team.
During professional photo and video shoots, we follow drivers on their actual collection rounds, capture staff and facilities on camera, and show how Afval Alternatief operates on a day-to-day basis. No generic stock images or overly staged situations, but authentic content drawn from day-to-day operations.
Video is playing an increasingly important role in this regard. Moving images not only illustrate what Afval Alternatief does, but also show how the company operates, who is behind the services and what expertise is required to provide customers with the right support.
This is how we develop a video that speaks, builds trust and makes complex or technical information more accessible. The images also have a much longer lifespan as they are used on social media, in adverts, for employer branding, on Google Business Profile and in newsletters.
Through this collaboration, we are thus building a a professional and versatile image library which continually creates value.
As well as visual content, we also develop substantive communications. We translate complex environmental legislation, recycling rules and waste management obligations into clear, accessible information that businesses can put into practice straight away. In this way, Afval Alternatief positions itself not only as an operational service provider, but also as a trusted partner in sustainable waste management.
“A wolf is smart, sharp and loyal. It senses its surroundings perfectly and strikes at the right moment. At Rebel agency, we work the same way. When you belong to the wolf pack, you get a partner who is always by your side. Because once in the pack, always in the pack.”
We manage Afval Alternatief’s entire online presence on Facebook, Instagram and LinkedIn. In doing so, we focus not only on reach, but above all on trust, recognisability and meaningful interaction.
Through carefully thought-out content planning, we combine practical information on waste management, legislation and recycling with stories from our day-to-day operations. We highlight projects, staff, drivers, job vacancies, sustainability initiatives, customer enquiries and insights from the sector.
This combination ensures that the content of the communication remains strong whilst still feeling personal. Business owners receive useful information, whilst also getting to know the team and the personal approach behind Afval Alternatief.
Support does not end once the content has been published. Comments, private messages and enquiries are actively monitored, so that customers can also the same friendly and personalised service as experienced during the collaboration.
Social media is thus evolving from a collection of individual posts into a structured communication channel that showcases expertise, strengthens relationships and reaches new customers and employees.
For Afval Alternatief, Google Business Profile is, first and foremost, a mark of trust and reputation channel. Companies considering a new waste management partner do not just want to know what services are on offer. They are looking for reassurance that a company operates reliably, communicates effectively, honours its commitments and deals professionally with any queries or issues.
Reviews play a decisive role in this regard. Particularly for a service provider operating throughout Flanders and entering into long-term partnerships with businesses, online reputation is often a key factor in the initial selection process. Potential customers read about other companies’ experiences, compare providers and, on that basis, assess whether Afval Alternatief is a credible and suitable partner.
That is why we manage the Google Business Profile on an ongoing basis. We ensure that business details are accurate, images are up to date, updates are relevant, and our services are presented professionally. At the same time, we have developed a targeted review strategy designed to encourage satisfied customers to share their experiences.
New reviews are responded to promptly, personally and in a substantive manner. Positive experiences are highlighted, critical feedback is taken seriously, and unfounded reviews are contested or removed where possible. In this way, Afval Alternatief demonstrates not only that it listens, but also that it takes responsibility and communicates transparently.
That approach strengthens both online reputation and trust among new customers. The average Google review score rose from 3.3 to 4.1 stars. This figure is not only a great achievement, but above all tangible proof of the quality, commitment and service that Afval Alternatief strives to deliver every day.
The search for high-calibre drivers and technical staff remains a challenge. That is why we are systematically working to raise the profile of Afval Alternatief as an employer.
We don’t just show which vacancies are available, but above all what it’s like to be part of the team. Through professional photography, video, staff stories and images from day-to-day operations, we bring to life the culture, team spirit and sense of responsibility within the company.
We combine this content with targeted employer branding campaigns and support at job fairs. Campaigns are continuously monitored and optimised based on the number of applications, the cost per candidate and the quality of the intake.
Thanks to this combination of authentic content, targeted adverts and continuous optimisation, Afval Alternatief generates an average of 40 potential candidates per week for current vacancies.
Employer branding is therefore not just a temporary recruitment campaign, but a structured approach that helps Afval Alternatief to to reach the right people and achieve sustainable growth.
Effective marketing requires a sound technical foundation. That is why we brought together Afval Alternatief’s entire digital ecosystem in a single, clear and measurable structure.
Among other things, we optimised Meta Business Manager, the advertising accounts, Google Business Profile and the underlying tracking. As a result, enquiries for quotes, job applications and other key conversions are measured accurately.
We don’t just use that data for reporting. It helps us to continuously improve our campaigns, define our target audiences more precisely and allocate budgets in a more targeted way. As a result, decisions are no longer based solely on gut feeling, but on measurable results and tangible conversions.
Furthermore, the technical foundations ensure that commercial and recruitment campaigns are managed according to the same strategy and can be continuously optimised.
Our role does not stop at marketing. We also offer input on legal matters where this contributes to the continuity, protection and value of the company.
For Afval Alternatief, we oversaw the preparation of a supplementary Benelux word mark. We analysed the distinctive character of the name, advised on the relevant classes and guided the preparation process for the BOIP.
Trademark protection is not merely a minor legal detail in this context. Over the years, the name ‘Afval Alternatief’ has built up brand recognition, trust and commercial value. A proper trademark registration helps to better protect the position we have established and prevents other players from simply piggybacking on the same name or identity.
In this way, the trademark registration contributes directly to a more resilient and forward-looking business.
We also take the legal context into account in other digital and communications projects, ensuring that marketing, brand protection and business operations reinforce one another.
Rebel Agency not only raises awareness of what Afval Alternatief does, but above all why customers and staff choose them. By bringing together strategy, content, campaigns, data, employer branding and legal support, we help build an organisation that is digitally stronger and can continue to grow sustainably.
“Glad we can take digital steps together!”
Jo Smolders, founder Waste Alternative
