Image Campaign for 7 Universities in Saxony-Anhalt | 2017
Apparently this seems to be an insider tip since the Universities in the eastern areas of Germany have capacities. On top of that the demographic change in the eastern parts makes it even more difficult to fill up the university places in Saxony-Anhalt by high-school graduates from the state.
In order to acquire students from outside the state, primarily from the western areas of Germany, the Universities of the State of Saxony-Anhalt launched a joint campaign. The tasks of the campaign are to give the study location a positive and specific image, to communicate the advantages of studying in Saxony-Anhalt in order to encourage pupils to study in Saxony-Anhalt.
In behalf of the rectors of the Universities I am responsible for the strategic and creative direction of the campaign. Among other things I am responsible for:
_Structuring the public tendering process
_Leading the pitch presentation process
_Briefing, monitoring and coaching the agencies
_Strategic and creative input during all steps and actions
In the pitch process two agencies have been selected: WLDX, Berlin for the creative parts of the campaign and Construktiv, Bremen/Berlin for media. The project is managed by a two-women team, plus a content/social media manager.
The central approach of the campaign: an excellent education is the basis for a successful working future. But we believe that in addition to that an authentic and well developed personality is a key factor to be prepared for the working world of tomorrow. It is relatively clear that in a changing world of work values such as individuality, changeability and flexibility will increasingly count.
The campaign attracts attention with an extraordinary main idea and a unique and high end design. It provides relevant services (e.g. a personality test combined with a clever search engine for study programs) information around studying in general, the States’ Universities, its programs and the Cities where they are located.
The results of the first 9 month (November 17) speak for themselves:
_more than 500.000 visits on the landing page (approx. 1.800 per day)
_over 85.000 people finished the personality test
_over 100.000 people used the study program search engine
_over 500.000 views on the video content
_the average time spent on our site is approx. 4 minutes
The web portal wirklichweiterkommen.de is the central hub of the campaign. It serves as a guide and a sustainable contact point for the target groups pupils, parents and teachers. It is designed as an „onepager“ so that all important information can be found on the first page by scrolling down. The target group of young people between the ages of 16 and 21 are mostly mobile, so this format is best suited to picking on usage habits and keeping the attention of visitors. Playful elements also ensure that students enjoy the information search.
Personal development starts with self-reflection: One highlight of the campaign is the personality test RE/FLECT – scientifically based and acknowledged by psychologists and human resource professionals. The results of the test can be imported in the study program search engine (see below) and the user starts his search with study fields that match the personal profile.
Another highlight of the campaign is a smart search engine for for study programs RE/SEARCH. Due to super comfortable filter functions the search engines does not just make it very easy to find a matching program, it also inspires to discover and explore programs off the main tracks. If connected with the result of the personality test, the search engine offers matching study fields automatically.
In order to give the universities personal faces and to represent them individually, seven campus stories were produced with real university students. In these stories, the protagonists take you through important places of study and how the respective university contributes to their development. This proves the strategic approach that promises that studying in Saxony-Anhalt moves you forward (wirklich weiterkommen).