The implementation of the awareness campaigns is based on a thorough target group analysis and takes into account a comprehensive media mix. In the first campaign year 2023, the focus was on increasing awareness of THWS by communicating the new mission statement and key topics. The aim was to position THWS in the public eye as an innovative and attractive university.

For the coming years, the strategy will focus on directly addressing the core target groups. Emotional and targeted messages should communicate vacancies and generate applications. In order to reach the large number of target groups effectively, several specific campaigns will be organised throughout the year.

Various measures have been implemented as part of the campaign to date. Ads on LinkedIn were intended to increase awareness of THWS by presenting the university as an attractive employer and communicating its new mission statement.

At the same time, Google Display Ads were used to reach a broad target group and increase brand awareness. To maximise reach, the messages were displayed on both mobile devices and desktop computers.

Potential regional prospects were addressed with a print advert in a local business magazine.

The digital campaigns on LinkedIn and Google Display aroused interest in THWS and significantly increased awareness of the university. A broad target group was reached with the Google Display Ads and a number of impressions and clicks were recorded. The adverts dominated on mobile devices in particular.

The campaign also achieved remarkable results on LinkedIn. Despite the focus on reach and awareness, many clicks on the link were still generated. The target group reached consisted mainly of people in higher career stages who work in large companies or are self-employed and therefore fit the profile of potential new lecturers.