December and July: New website created for KV Zurich Business School
December and July created the new KV Zurich Business School website. The new website is now the centerpiece of the new marketing strategy for the Zurich educational institution's continuing education division. Accompanied by a new advertising campaign and print advertising material.
"Right from the start, we were impressed by the enthusiasm with which the management of the continuing education division backed three aspects of their marketing concept: Firstly, the focus on educational topics and not on educational brands. Secondly, the focus on the needs of those seeking education. Thirdly, the self-image as an educational institution of wanting to enter into partnerships with those seeking education and the economy in equal measure," says Patrick Jauch, co-owner of the agency responsible, Dezember und Juli from Wernetshausen in the Zurich Oberland, in a press release.
KV Zurich Business School formulated these three strategic aspects en passant in the marketing concept as "My educational world" and "My educational partner". The agency's achievement was to recognize the brand potential and turn it into two brands and two URLs, which are now of immense importance in the overall communication strategy. The agency calls them "Sidekick Brands", they are sidekick brands of the KV Zurich Business School's continuing education division.
What made the project complex was the claim that the "KV Zurich Business School - Continuing Education" brand no longer necessarily has to be at the forefront of an educational world. Many brands and cooperation partners can - but do not have to - make up an educational world. It was therefore not possible to simply build an image around an existing brand, as is usually the case. A brand had to grow from the image itself. So strong that a wide variety of provider brands could be integrated into it. After all, "Meine Bildungswelt" is not brand-oriented but interest-oriented.
The agency Dezember und Julie established a metaphor for this challenge: the movie poster. A content-oriented, fascinating visual - underneath: tons of small print, x-different logos. The visual for the educational worlds of KV Zurich Business School had to work in exactly the same way.
The visual, which was to establish itself as the actual brand, naturally had to be correspondingly concise. That is why it is supported by an extraordinary image concept. It is made recognizable and thus liable by the implementation in a unique image look: The illustrator Bruno Muff immediately understood the image concept and was able to illustrate photographic templates in a kind of retro style.
The advertising campaign remains very classic. However, for the first time in a long time, a significant amount of budget was taken from the "Google Adwords" bidding market. In favor of a clever online display campaign with millions of impressions. Why? "The market competitors and the bids are so darn similar that they are all constantly driving themselves up with the same 20 keywords and, in the end, prospective customers see nothing other than linguistically crippled Google ads without heart and soul. It's just no fun," says Patrick Jauch, head of the new campaign. Well, the display strategy is of course predestined for a branding campaign such as the one required here. Nevertheless, the management of the KV Zurich Business School's continuing education department has shown courage in diverting so much budget away from Google when all its competitors are doing the opposite.
Client: Continuing education at KV Zurich Business School. Agency: December and July. Illustration: Bruno Muff. Website project management: Dimando. Technology Website: B-Connect. Print production: Sihldruck. Media: Ad.X.
