Classic and modern intelligently combined
By intelligently combining traditional and new media, companies can reach their target audiences through multimedia channels.
Online technology gives companies the opportunity to address different target groups individually. With the right orchestration of traditional and digital media, it is also possible to establish actual media brands in corporate publishing. The aim is to reach customers in a credible way using online, mobile and print media and to retain them comprehensively. One successful multimedia corporate publishing concept is energie&wasser, the customer magazine of Industrielle Werke Basel (IWB).
In the beginning there was the classic magazine
After newspapers, radio and television, Energie&wasser has been the most important source of information on energy issues in the canton of Basel-Stadt for around twenty years. Readers primarily expect background information, practical tips and advice on the subject of energy. From IWB's point of view, customer loyalty, confidence building and image cultivation are also important functions of the magazine. In order to meet these expectations, the content is conveyed in a way that is easy to understand and comprehensible for the general public.
A survey of readers in 2006 confirmed that acceptance of the magazine is very high. However, there is still room for improvement, especially among the younger target group. After a relaunch with new content and design impulses, the magazine appears fresher, more emotional and more youthful. Additional sections dealing with the energy generation of the future and information about trend spots in Basel are designed to appeal specifically to the younger audience. Coordinated communication was also taken into account in the redesign, which aligns the content of the energie&wasser magazine with other communication channels, such as the IWB website.
The reader portal www.energie-und-wasser.ch
On the website www.iwb.ch is where IWB presents its products and services. The easy-to-follow navigation structure allows you to find the information you are looking for quickly and easily, or to surf through the IWB world. Until now, however, the magazine and the website have only been linked in a rudimentary way. It was therefore not always clear to magazine readers where they could find the relevant product or specialist information and contact addresses for the article in the magazine on the IWB website. In order to make better use of the synergies between the customer information in the magazine and the product marketing on the website, Medianovis created the reader portal www.energie-und-wasser.ch which was integrated into IWB's existing website in 2007.
The reader portal contains an abridged version of the respective magazine article as well as further information, mainly in the form of links to the individual product and service websites. Checklists and information sheets are available for download in a clearly arranged thematic order. The article can also be downloaded as a PDF and forwarded electronically. As the magazine content is of a medium to long-term nature, older issues of energie&wasser are also available for download. The customer or interested reader is invited to spend more time in the IWB world. The need for such a medium was great: since its launch in winter 2007, the reader portal has been the third most visited IWB website after the homepage and job offers.
Making even greater use of cross-media synergies
The latest instrument in the energie&wasser media orchestra is an electronic newsletter, which was first published in September 2009. It can be subscribed to free of charge via the reader portal.
The energie&wasser online newsletter is sent out every three months as an electronic version of the printed magazine. It provides subscribers with a quick overview of the current issue and takes them to the reader portal with the corresponding link. "The aim is to increase the cross-media effect and bring more print content to online users," says Erik Rummer, PR project manager at IWB. "We first want to test how the newsletter is received. In the long term, however, we want to expand the regular dialog with our customers via the Internet. The newsletter is a cost-effective way of distributing information about our products and services to our customers quickly, specifically and personally."
In the beginning there was the classic magazine
After newspapers, radio and television, Energie&wasser has been the most important source of information on energy issues in the canton of Basel-Stadt for around twenty years. Readers primarily expect background information, practical tips and advice on the subject of energy. From IWB's point of view, customer loyalty, confidence building and image cultivation are also important functions of the magazine. In order to meet these expectations, the content is conveyed in a way that is easy to understand and comprehensible for the general public.
A survey of readers in 2006 confirmed that acceptance of the magazine is very high. However, there is still room for improvement, especially among the younger target group. After a relaunch with new content and design impulses, the magazine appears fresher, more emotional and more youthful. Additional sections dealing with the energy generation of the future and information about trend spots in Basel are designed to appeal specifically to the younger audience. Coordinated communication was also taken into account in the redesign, which aligns the content of the energie&wasser magazine with other communication channels, such as the IWB website.
The reader portal www.energie-und-wasser.ch
On the website www.iwb.ch is where IWB presents its products and services. The easy-to-follow navigation structure allows you to find the information you are looking for quickly and easily, or to surf through the IWB world. Until now, however, the magazine and the website have only been linked in a rudimentary way. It was therefore not always clear to magazine readers where they could find the relevant product or specialist information and contact addresses for the article in the magazine on the IWB website. In order to make better use of the synergies between the customer information in the magazine and the product marketing on the website, Medianovis created the reader portal www.energie-und-wasser.ch which was integrated into IWB's existing website in 2007.
The reader portal contains an abridged version of the respective magazine article as well as further information, mainly in the form of links to the individual product and service websites. Checklists and information sheets are available for download in a clearly arranged thematic order. The article can also be downloaded as a PDF and forwarded electronically. As the magazine content is of a medium to long-term nature, older issues of energie&wasser are also available for download. The customer or interested reader is invited to spend more time in the IWB world. The need for such a medium was great: since its launch in winter 2007, the reader portal has been the third most visited IWB website after the homepage and job offers.
Making even greater use of cross-media synergies
The latest instrument in the energie&wasser media orchestra is an electronic newsletter, which was first published in September 2009. It can be subscribed to free of charge via the reader portal.
The energie&wasser online newsletter is sent out every three months as an electronic version of the printed magazine. It provides subscribers with a quick overview of the current issue and takes them to the reader portal with the corresponding link. "The aim is to increase the cross-media effect and bring more print content to online users," says Erik Rummer, PR project manager at IWB. "We first want to test how the newsletter is received. In the long term, however, we want to expand the regular dialog with our customers via the Internet. The newsletter is a cost-effective way of distributing information about our products and services to our customers quickly, specifically and personally."
