Initial Situation

Mecklenburg-Western Pomerania is confronted with a negative demographic trend and a growing migration of well-educated young people. In order to support this center of education, we participated in developing a long-term public relations strategy starting 2008: “Studying at the Sea”. Planned for four years, this has been the first campagne for a higher education institution in one of Germany’s states. In 2012 the “MINT” campagne followed.

Task

It was our goal to make prospective students enthusiastic about Mecklenburg-Western Pomerania and its (MINT) course of studies. Also, we wanted to change the image of the state to make it more interesting in the eyes of the younger generation – less boring and conservative but rather modern. A center of education, which provides highquality studies in various fields, while living in one of Germany’s most favoured touristic regions.

Idea and Realisation

In this case a broad media awareness was not so much important to us, but rather a direct and distinct approach of our target group. Therefore, in both cases we used a well defined mix of owned, earned and paid media to reach our target goup. We developed a beach chair visual, landing pages, magazines, and out-of-home campagnes. We also visited exhibitions and roadshows in order to introduce and spread our campagnes. In addition, we also used student testimonials for our blog and in social media – complemented by search engines and social media marketing.

Result

As a result, we were able to increase significantly the registration figures by several percent at all education centers in the state. We also generated higher freshmen registrations coming from Western Germany: 17% in 2008 to 46% in 2011 – and even further: 60% in 2014. At the same time we noted a striking image transformation, a higher attractiveness of the state and a positive perception in the general public.


Winner International German PR Award 2011, category „Associations and Public Institutions“

Finalist PR Report Awards 2011, category “Longterm PR-Strategy”

Gewinner EMEA Sabre Award 2012, category „Educational and Cultural Institutions“

 

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