The designer creates the creative economy effect for the construction company
"A folder, please." The beginning was classic. A flyer was needed for StiWo, new student apartments in Stiftingtal on the outskirts of Graz. At some point, there was a folder. But before that, two creative entrepreneurs and Fertig & Massiv Bau GmbH jointly revised the concept of the student nest and created a campus in the countryside - just the way students like it.
How do you get students to live in a student residence far from the city centre, lecture halls and university restaurants? Katrin Jamnig, owner of Content Management Agency klrtxtrecognized during the first meeting with her future client that the project needed more than a folder. She suggested that the content, wording, visual language and communication channels should first be redefined so that the message could reach the young target group and their parents in a second step. Claudia Loidl, managing director of Finished & Massiv Bau GmbHgave the communications expert a free hand. "Our areas are management, planning and construction, not marketing. It is precisely this know-how that Katrin Jamnig and her network have brought to the table", Loidl describes a significant advantage of the cooperation from her perspective.
Alpha & Aphrodite
Together with the Designer Elisabeth Winter the communications expert looked at the construction site and plans up close. "On site, the five buildings looked like an American campus," she says. "That's how the idea was born to build the four structures Alpha, Delta, Kappa and Omega". Number five, the party house, is called Beta. The names of the 22 residential units are also designed to be user-friendly and include the respective initial letter. So apartment Aphrodite in house Alpha. And finally, a name was found for the entire ensemble which seemed to be consistent to all participants: Student's Nest.
Owner Hanno Loidl, bmm managing director Claudia Brandstätter, Fertig & Massiv construction managing director Claudia Loidl and communication expert Katrin Jamnig at the campus opening.
Stories from student life
„Mir war es wichtig, eine Bilderwelt aufzubauen“, erinnert sich Jamnig, Absolventin des Lehrgangs für Visuelle Kommunikation und Bildmanagement an der FH Joanneum. Beim Fotoshooting für Folder und Website lag ihr daher daran, Geschichten aus dem Studentenleben zu erzählen – vom Lernen in der Hängematte, Musikhören im Grünen, gemeinsamen Lagerfeuer. Mit Szenen wie diesen und sympathisch klingenden Textbausteinen wuchs Schritt für Schritt das Image eines attraktiven Zuhauses für Millennials. Zur Eröffnung wurden die Jungen zum „Nestfest“ eingeladen, im Herbst zu Sturm und Maroni. Ein Facebook-Gewinnspiel erwies sich als gelungene Promotion, weil die späteren Gewinner selbst aktiv Likes sammelten, um ein Jahr kostenlos im Studentennest zu wohnen. Und durch eine Google AdWords-Kampagne füllte sich das Nest rasch mit Jungvögeln. Immer wieder waren Jamnig und Winter vor Ort, um sich ein Bild vom Leben im Studentennest zu machen, um zu erfahren, welche Wohnungen beliebt sind, welche Angebote am öftesten genutzt werden, und um die Strategie ständig nachzubessern.
© Student's nest/ONLOPH
The success of the project can be seen in the demand. "At the moment we are fully booked", says Jamnig and you can see that a sense of unity has indeed developed between the business partners. The creative describes it as "a personal concern that she and Elisabeth Winter were able to get fully involved." Claudia Loidl, in turn, benefited from the commitment of the small and flexible team and the short lines of communication and had free resources for her daily business. In the meantime, there is already a second cooperation project: "We never discussed whether we would do it together, that was obvious".