Erdmannpeisker and Campfire develop the most personal city marketing for Biel
Erdmannpeisker and Campfire want to make Biel attractive for specialized professionals with a location marketing campaign. 200 personal contacts are available to answer questions from potential newcomers.
"Our goal is to increase the hit rate from 40 percent to 60 percent in the recruitment of new employees." This somewhat martial introductory sentence in Briefing clearly shows the direction for the intended city marketing in Biel. It is not a matter of image polishing with a watering can in the mass media, but of clearly focused communication in specific channels, with which specialized professionals are to be attracted to Biel.
Most people only think about Biel as a place to live when they have an attractive job in sight. Then, due to the mostly diffuse headline knowledge about Biel and its inhabitants, questions and concerns arise. For an applicant in this situation it would be desirable if he had an acquaintance in Biel. Someone who can provide him with honest information and give him access not only to the city, but also to its people.
That is exactly what this campaign offers. The "Welcome to Biel" campaign offers all those interested in Biel over 200 contacts in the city, whom they can ask anything that is on their mind. This campaign is intended to make Biel more likeable and offer real help instead of pretty advertising pictures.
The most important tool is the welcome film as a door opener. Here, the Biel colleagues welcome us and explain how the whole thing works. The website serves as a hub Welcomeinbiel.ch, which makes these colleagues accessible to all.
The core of the website are the portraits in short film and pictures, which are partly created professionally, but to a large extent also by the colleagues themselves. In addition, there is a Best of Biel film, which gives those interested an overview of the city and its pearls and a brief overview of the vacancies and apartments in Biel.
In order to make the action known to the applicants, business cards of the Biel colleagues will be printed, which the employers can hand in together with their personal business card at the end of the interview.
In addition, the campaign will be referred to in the employers' job advertisements and their e-mail senders. The campaign will also be publicized through public relations work and a targeted presence in the social media of the city of Biel and its partners. This allows, with a modest budget, the efficient approach of people who are interested in Biel. In 2018, a banner campaign will also be placed on various job portals.
Responsible at the City of Biel, Central Information Service: Julien Steiner (Deputy City Clerk), Evelyne Kurmann (Project Manager Communication), Nadine Broggi (Social Media and Online Communication). Responsible at Erdmannpeisker: Sybille Erdmann and Gabriel Peisker (overall responsibility), Selina Helbling, Anne Engel (consulting), Patrick Fawer (art direction), Tamer Ruggli (direction), Matthias Morick (editing and grading), Modern Day Heroes (music), Anja Fonseka (photography). Responsible at Campfire - Digital Creative Agency: Dirk Unger (Creative Director, Concept and Creation), Damian Kunz (Concept and Consulting), Noémie Viatte (Frontend Development, Content), Pius Caduff (Frontend Development, Concept), Thomas Wüthrich (Development, Technical Consulting), Andreas Rüst (Content), Patric Martin (Testing)
