In an interplay of university education and professional practice, students in the seventh semester of media management and advertising psychology at the University of Pforzheim designed a tailor-made social media strategy for a new fashion platform of the Betty Barclay Group. In an intensive three-month process, two five-person teams researched the market, analyzed the competition and sounded out potential customers for the platform.
With a sound understanding of their target group, the students formulated a detailed strategy for Instagram, Facebook and Pinterest. In addition to a detailed content plan, they designed the fresh look and created a dynamic launch campaign. Their work was completed with recommendations for integrating influencers and a paid social media strategy.
When the project results were presented at the headquarters of the Betty Barclay Group in Nußloch, they met with enthusiastic reactions. Anna-Carina Maerz, Senior Director E-Commerce, and Thorsten Maier, Head of Marketing, agreed: The quality of the student work was first class and was in no way inferior to professional agencies.
The innovative concepts that were developed during this special seminar will undoubtedly provide valuable impetus for the future marketing of the new platform. The Betty Barclay Group would like to express great praise and thanks to the student teams for their extraordinarily committed and productive cooperation during the course: Joana Daum, Thanh Lan Nguyen, Julian Claudi, Tamara Lindner, Gina Ries, Amelie Tittjung, Katarina Hvizdos, Sarah Zefferer, Benjamin Cengic, Andrea Zilk.