Erstsemesterkampagne für die Hochschule Offenburg
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Classic Campaign
Details
German universities record a significant drop in enrolments – also the Offenburg University of Applied Sciences. It wants to become more attractive to prospective students and strengthen its own profile with a new campaign. Important: If you don't understand the target group, you can't win it either. The language and visuality of our campaign were developed from ZG-Insights. The positive results show how well this has been achieved: 9 % more registrations than in the previous year.
The Jury‘s Statement
With its freshman campaign, Offenburg University of Applied Sciences has shown how communication can succeed in today's educational landscape through a deep understanding of the target group and the creative use of colour and motivation. Through the targeted analysis of target group insights, a communication strategy was developed that is not only eye-catching and colourful, but also engages prospective students emotionally and in terms of content. The result is a remarkable increase in enrolments of almost 10%, which underlines the effectiveness and appeal of this campaign. This campaign shows how a university can use well thought-out brand communication to position itself as an attractive place for future generations and set itself apart from other educational institutions.
