Jim & Jim implements new content strategy for HSLU economics

The goal is to make the business studies at HSLU Wirtschaft tangible with authentic stories and thus to inspire them for a bachelor's or master's degree program. Jim & Jim, an agency specializing in NextGen marketing, took a co-conceptual approach, co-designing the content creation process and handling the entire production and distribution as part of a "content as a service" model. A cross-media storytelling approach under the motto "The business study with personality" around the Content platform was conceived and implemented, the existing testimonial approach of HSLU Wirtschaft was further developed and reinterpreted.

In the first campaign phase, three alumni and a bachelor student were used as testimonials. The four success stories form the core of the campaign and are featured on the advertising materials with striking sentence starters. The landing page is the newly launched education blog, where interested parties can find personal insights into business studies as well as the most important facts about student life - from exam preparation to semester parties, stays abroad, starting a career, and founding one's own start-up.

For this purpose, a content concept was developed and implemented, through which content is continuously conceived and produced in co-creation with the HSLU Economy. There are different topic categories, such as "Student Life", "Facts & Figures" & "Start your Career". The blog includes text articles, videos, listicles and much more to pick up users in the decision-making process and to meet their questions about the application process and the start of their studies at eye level. Some of the content pieces are created in collaboration with current students in order to give users as authentic an insight as possible into the lives of HSLU students. The blog posts also take users to the relevant parts of the HSLU Business website, where they can obtain more in-depth information and register for an information event or directly for the degree program.

The campaign appearance is supported by the Instagram profile of HSLU Wirtschaft, which was also designed and launched by Jim & Jim. The agency advises the HSLU Wirtschaft on content planning and takes over the content preparation as well as the community management of the channel. Furthermore, various measures for the optimization of info events at HSLU Wirtschaft were identified and implemented, from the revision of presentation slides and the introduction of a WhatsApp helpline to the specially branded HSLU Wirtschaft beer.

Jim & Jim also handled the entire campaign planning and execution. The target group-specific media mix consists of social, mobile and location-based ads, OOH and audio ads on Spotify.

Due to the positive response to the campaign, as measured by the number of registrations for the information events, the campaign will be expanded and continued with additional testimonials in fall 2019. In addition, a concept for a collaboration model is currently being developed, which will allow content from HSLU Business to be turned into content pieces relevant to the target group even faster. Furthermore, new tech tools in the area of social listening and reporting are being evaluated in order to be prepared for the future of content marketing.