PRIMAIR Communicatie

What PRIMAIR Communicatie does

PRIMAIR Communicatie is a privately held Dutch creative communication bureau headquartered in Woerden, Netherlands, founded and led by Anke Lagendijk. The firm operates with approximately five employees supplemented by a network of roughly ten freelance specialists (consultants, designers, developers, photographers, copywriters, and former teachers), and serves educational foundations and individual schools across the Netherlands. Its offering is structured around four integrated service pillars: Positionering (strategic positioning), Werving (student and staff recruitment), Ontwerp (creative design and visual identity), and Websites (a custom school-website template platform). The platform is purpose-built for the Dutch education sector and incorporates domain-specific functionality including smart vacancy databases, online application flows, digital enrollment systems, parent portal integration, and coupling with Parnassys, the dominant Dutch student administration system. Technical website realization is delivered through a core external development partner, while PRIMAIR retains ownership of strategy, design, content, and photography.

The business model combines professional services with a hybrid project-plus-subscription structure. Consulting work is billed at €75 per hour; web engagements carry an initial €2,500 invoice on project start followed by milestone-based payments and multi-year service subscriptions with quarterly billing for annual amounts exceeding €1,000. Go-to-market is sales-led and direct: the firm targets Dutch educational foundations and schools through online appointment scheduling (Calendly), a portfolio-style website, LinkedIn presence, and a referral pipeline anchored by case studies from named foundation clients (Stichting OPOZ, Stichting LOGOS, TriVia, Maerlant, Stichting Fluenta, PCOU Willibrord, SPCO Groene Hart, De Marke VMBO, Taalschool Utrecht, CBS Klim Op). PRIMAIR is GDPR-compliant, registered with the KvK under number 30256070, and discloses no external investors, funding rounds, or revenue figures. The overall scale is small and concentrated in a single vertical and single geography, with anchor engagements covering multi-school networks (e.g., 19 schools for OPOZ, 17 websites for LOGOS, 15 for TriVia) that recur across positioning, design, web, and recruitment mandates.

Name

PRIMAIR Communicatie

Legal name

PRIMAIR Communicatie

Website

https://primaircommunicatie.nl

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

PRIMAIR Communicatie is a Dutch creative communication bureau in Woerden serving educational foundations and schools across the Netherlands with positioning, student/staff recruitment, design, and a custom school-website template platform integrated with Parnassys and parent portals.

Ownership category

akta.pro rank

Product category

Education Marketing & Communication Services

NAICS

Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418), Public Relations Agencies (54182)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

Keywords

• Education marketing services
• School communication consulting
• Creative agency education
• School website development
• Educational recruitment services

Headquarters

HQ city

Woerden

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Communication Consulting and Strategy Services: Professional services for positioning, recruitment strategy, and strategic planning for educational institutions
2. Design and Creative Services: Visual identity, branding, house style development, graphic design for educational organizations including logos, folders, magazines, and communication materials
3. Website Development and Hosting: Custom website development with associated service subscription. Technical realization handled by external partner. Initial invoices of €2,500 for project initiation, followed by milestone payments and recurring monthly service fees for support
4. Photography and Videography: Photography and video production services for educational marketing materials

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

PRIMAIR Communicatie is a Dutch creative communication bureau that delivers integrated marketing, branding, and communication services exclusively to educational foundations and schools. Its offering is organized around four service pillars: Positionering (strategic positioning and policy planning), Werving (student and staff recruitment campaigns), Ontwerp (visual identity, graphic design, photography, video, and copywriting), and Websites (custom-built web template platform with specialized school functionalities such as parent portal, career/vacancy modules, and digital enrollment).

Product overview

PRIMAIR Communicatie is a creative communication agency serving educational foundations and schools in the Netherlands. Its offering consists of four integrated service pillars: Positionering (strategic positioning), Werving (student and staff recruitment), Ontwerp (creative design), and Websites (a custom web template platform). These services are designed to work together as a unified communication solution: positioning establishes the institution's identity and market stance; design develops the visual brand and communication materials; websites provide a scalable digital platform; and recruitment drives student enrollment and staffing. The company also offers support services including strategy, editorial work, photography, video production, workshops, and training, all coordinated through a network of freelancers and partner companies.

Differentiator

Problem solved

Functional benefit

Products and services

• Positionering (Positioning Services)

Quantifiable outcome

• Strong and sustained student enrollment growth for Maerlant school
• +2 more outcomes

Named customers10 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

One partnership is on record.

• Website Development External PartnercoreTechnology or IntegrationPRIMAIR websites are developed in collaboration with an external partner. PRIMAIR handles strategy, design, content, and photography while the partner handles technical website realization. Invoices for strategy and design come from PRIMAIR while technical implementation invoices come from the partner organization.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• KesselsKramer: Long-standing Dutch independent creative agency working on brand strategy, campaigns and digital for prominent Dutch organizations; relevant peer on independent Dutch creative profile and integrated campaign work, albeit larger scale.
• Vandejong: Amsterdam creative agency combining strategy, brand identity and digital execution for mission-driven and consumer organizations; directly comparable on integrated creative/services stack and Dutch mid-market positioning.
• Lukkien: Netherlands-based creative and media production agency offering branding, content production and digital services; comparable on full-service Dutch creative profile and content/photography capabilities PRIMAIR emphasizes.
• Redkiwi: Amsterdam-based independent brand and digital agency offering positioning, design, web and content services; comparable in service mix and Dutch independent-agency profile to PRIMAIR's four-pillar offering.
• Studio Dumbar: Dutch independent design and branding studio specializing in visual identity systems; comparable on house-style and brand-identity work that PRIMAIR delivers across multi-school foundation networks.
• Fitzroy Amsterdam: Independent Amsterdam creative and brand-strategy agency serving clients on positioning, identity and digital platforms; comparable on the strategy-plus-execution model PRIMAIR applies to education foundations.
• Selmore Creative Agency: Independent Dutch creative agency of similar scale delivering integrated brand, design and digital work for B2B and nonprofit clients; directly comparable as a mid-sized Dutch marcom bureau competing in adjacent verticals with the same integrated agency model.

Broad incumbents

• TBWA\NEBOKO: Large network creative agency in the Netherlands with end-to-end brand, digital and campaign capabilities; comparable broad-incumbent peer for large Dutch foundation or public-sector education contracts.
• Dept Agency: Large independent global digital/creative agency with a significant Dutch headquarters, delivering brand, web, martech and recruitment-marketing solutions; relevant incumbent peer that could compete for the same education-foundation RFPs at greater scale.

Others

• KPC Groep: Dutch education-sector professional services and consulting organization providing training and advisory to schools; adjacent rather than competitive — they buy marketing/communications support for the same customer base PRIMAIR serves.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/primair-communicatie

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about PRIMAIR Communicatie