Cross-media communication campaign for Brandenburg’s fastest growing innovation centre
The Potsdam Science Park is one of the largest science locations in the Berlin-Brandenburg capital region. Numerous renowned research institutes, faculties, technology and business incubators along with start-ups and companies are based at the 60 hectare site. The spectrum of disciplines ranges from biotechnology to gravitational physics. pioneer communications was commissioned with the task of raising the profile and reputation of the Potsdam Science Park via an integrated communication campaign (Start: June 2020).
TaskThe Potsdam Science Park is Brandenburg’s fastest growing innovation centre. Over the next ten years, 100 small and medium-sized enterprises are expected to settle at the Potsdam Science Park, creating around 1,000 new jobs. pioneer communications had the task raising the science park’s profile via a cross-media communication campaign encompassing public relations, social media, content marketing and performance marketing. The objective was to peak the interest of decision-makers and investors in establishing an enterprise at the park.
ImplementationPotsdam-Golm is a cutting-edge research site, offers excellent career opportunities as well as an attractive living environment. Fittingly, Potsdam Science Park’s claim is: “We live Science”. We communicated precisely this message across diverse media. In the process, we created authentic blog content covering innovative research projects, work with international colleagues and their interdisciplinary work. This not only served to attract attention but also kicked off discussions in social networks. We informed the press about current news from the science park and took a proactive media approach to generate publications. In addition, we utilised performance marketing for events in order to address and invite the specific target groups.
ResultPIO successfully addressed the target group by delivering a clear message and informative content. On LinkedIn, the number of followers increased from 152 in May 2020 to 1,085 in September 2021. We achieved similar results on Twitter. From May 2020 to September 2021, we managed to almost double the number of followers to 1,021. Our proactive media relations served to increase the reach by 230% in the second half of 2020. The website also recorded significantly higher visitor figures. In the process, we increased the number of visits by 132%.
Since launching the campaign in June 2020, we have increased the LinkedIn followers from 152 to 1,085 (+714%, as of 20/09/2021
Since launching the campaign in June 2020, we have increased the LinkedIn followers from 152 to 1,085 (+714%, as of 20/09/2021)
The campaign has resulted in 132% more visits to the website, the average length of stay increased to 3 min 45 sec per month