Initial Situation

Die negative demografische Entwicklung und zunehmende Abwanderung gut ausgebildeter junger Fachkräfte stellen Mecklenburg-Vorpommern vor enorme Herausforderungen. Um den Bildungsstandort zu sichern, waren wir daher ab 2008 an der Entwicklung einer langfristigen PR-Strategie beteiligt: der Kampagne „Studieren mit Meerwert“. Auf vier Jahre geplant, war sie die erste Hochschulmarketingkampagne eines deutschen Bundeslandes – 2012 folge die „MINT“-Kampagne.

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

Steigerung der Zulassungszahlen um mehrere Prozentpunkte an sämtlichen Hochschulen im Bundesland. Und höhere Erstsemester-Anteile aus Westdeutschland: von 17 % im Jahr 2008 auf 46 % in 2011 – und sogar auf 60 % im Jahr 2014. Gleichzeitig zeigten Zielgruppenbefragungen einen positiven Imagewandel, eine höhere Attraktivität des Bundeslandes und mehr positive Assoziationen in der breiten Öffentlichkeit.


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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