{"id":3233,"date":"2024-08-09T16:06:14","date_gmt":"2024-08-09T14:06:14","guid":{"rendered":"https:\/\/www.ebene-c.de\/?page_id=3233"},"modified":"2024-11-15T08:55:47","modified_gmt":"2024-11-15T07:55:47","slug":"dww_jungendkommunikation","status":"publish","type":"page","link":"https:\/\/www.ebene-c.de\/en\/dww_jungendkommunikation\/","title":{"rendered":"Diakonisches Werk &#8211; Jungendkommunikation"},"content":{"rendered":"<div class=\"vc_row wpb_row vc_row-fluid\"><div class=\"wpb_column vc_column_container vc_col-sm-6\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<h2>Diakonisches Werk W\u00fcrttemberg<br \/>\n\/<br \/>\nBrand positioning for youth communication<\/h2>\n<h2><\/h2>\n<h2><\/h2>\n\n\t\t<\/div>\n\t<\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<p class=\" translation-block\"><strong>_Professionalisation of youth communication<br>\n<\/strong><strong>_Strategic accompaniment and integration of various stakeholders<br>\n<\/strong><strong>_Conceptualisation of communication<\/strong><\/p>\n\n\t\t<\/div>\n\t<\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"wpb_text_column wpb_content_element vc_custom_1538133902006\">\n<div class=\"wpb_wrapper\">\n<h4>Background<\/h4>\n<\/div>\n<p>Diakonie is one of the largest employers in Baden-W\u00fcrttemberg. Over 50,000 people work full-time for Diakonie W\u00fcrttemberg, and around 35,000 citizens are involved on a voluntary basis. Diakonie W\u00fcrttemberg's areas of work characterise and shape society. In order to remain fit for the future, Diakonie wants to better reach, appeal to, attract and retain young people.<\/p>\n<p><a href=\"http:\/\/www.ran-ans-leben-diakonie.de\" target=\"_blank\" rel=\"noopener\">www.ran-ans-leben-diakonie.de<\/a><\/p>\n<div class=\"wpb_wrapper\">\n<h4>Task<\/h4>\n<p>Due to the size and association structure of Diakonisches Werk W\u00fcrttemberg and the diversity and heterogeneity of the diaconal organisations, a consistent language and a targeted, planned approach are required in order to arouse interest and enthusiasm among the target group of young people. The aim was to develop a clear brand positioning and to communicate this via suitable communication channels with appropriate content.<\/p>\n<h4>Solution<\/h4>\n<p>Participatory integration of key stakeholders, process support and moderation for over 5 years.<\/p>\n<ul>\n<li><span style=\"color: #000000;\">Repositioning of the Diakonie brand for the target group of young people<\/span><\/li>\n<li><span style=\"color: #000000;\">Development of a marketing strategy with definition of target group segments and specific goals<\/span><\/li>\n<li><span style=\"color: #000000;\">Realisation of a voluntary service campaign including selection and management of the creative agency<\/span><\/li>\n<li><span style=\"color: #000000;\">Workshops for all employees in youth communication<\/span><\/li>\n<li><span style=\"color: #000000;\">Continuous reflection and further development for the association and regional office<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>The multi-year brand positioning process is characterised by the desire for a contemporary sharpening and professionalisation of youth communication, and at the same time by an approach that involves all those involved well and in line with the diaconal attitude. In particular, the integration of the many diaconal organisations in Baden-W\u00fcrttemberg is seen as a decisive success factor.\n\nThe systematic approach enables the different subject areas to be optimally interlinked:<\/p>\n<\/div>\n<\/div>\n\n\t\t<\/div>\n\t<\/div>\n\n\t<div  class=\"wpb_single_image wpb_content_element vc_align_center  vc_custom_1731657339249\">\n\t\t\n\t\t<figure class=\"wpb_wrapper vc_figure\">\n\t\t\t<div class=\"vc_single_image-wrapper   vc_box_border_grey\"><img class=\"vc_single_image-img\" src=\"https:\/\/www.ebene-c.de\/wp-content\/uploads\/2024\/11\/RAN9504-scaled-300x500.jpg\" width=\"300\" height=\"500\" alt=\"_RAN9504\" title=\"_RAN9504\" \/><\/div>\n\t\t<\/figure>\n\t<\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<p>The systematic approach enables the different subject areas to be optimally interlinked:<\/p>\n<p><strong>Module 1\/ Brand positioning as a series of workshops<\/strong><\/p>\n<p>Series of workshops to develop the future-oriented positioning of the Diakonie brand for young people. The highlight was the future workshop with young and potential employees of Diakonie.<\/p>\n<p><strong>Module 2 \/ Marketing strategy <\/strong><\/p>\n<p>Here, workshops and concept drafts are used to derive the marketing strategy, with the close professional support of the management and youth communication team also aiming to create awareness and learning effects.<\/p>\n<p><strong>Module 3 \/ Campaign development, agency pitch and steering <\/strong><\/p>\n<p>Transferring ideas into concrete implementation: the development of a volunteer service campaign with agency pitch and steering. Increased pressure to act arises from rising competition and falling numbers of volunteer applicants.<\/p>\n<p><strong>Module 4 \/ Condensation in a brand compass <\/strong><\/p>\n<p>Finally, in the last module, all findings, including brand values and guidelines, are condensed into a brand compass on the basis of the youth communication team's closed meeting. This is used directly in day-to-day communication work. In the sense of an even better learning system, continuous review and further development will take place.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><div class=\"wpb_column vc_column_container vc_col-sm-6\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<h4><strong>Success <\/strong><\/h4>\n<p>In the past process, the central foundations for the future youth communication of Diakonie W\u00fcrttemberg were developed. A brand positioning as the basis for the development of a strong brand, the definition of goals, the description of target groups and a clarification of tasks and roles will enable a clear and strategic orientation of the work in future. This is accompanied by a clear profiling and acceptance of the youth communication work area within the organisation. As part of the voluntary service campaign, the number of applicants to Diakonie W\u00fcrttemberg increased by around 10% during the campaign period. In the meantime, a new communication design concept has been developed against the background of the developed brand compass.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n\n\t<div  class=\"wpb_single_image wpb_content_element vc_align_left  vc_custom_1723212369980\">\n\t\t\n\t\t<figure class=\"wpb_wrapper vc_figure\">\n\t\t\t<a class=\"\" data-lightbox=\"lightbox[rel-3233-4021817217]\" href=\"https:\/\/www.ebene-c.de\/wp-content\/uploads\/2024\/08\/Bildschirmfoto-2024-08-14-um-13.54.34.png\" target=\"_self\"><img class=\"vc_single_image-img\" src=\"https:\/\/www.ebene-c.de\/wp-content\/uploads\/2024\/08\/Bildschirmfoto-2024-08-14-um-13.54.34.png\" width=\"700\" height=\"302\" alt=\"DWW_Jugendkommunikation_ebene-c\" title=\"DWW_Jugendkommunikation_ebene-c\" \/><\/a>\n\t\t<\/figure>\n\t<\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div>\n<div>\n<h4><strong>Client quote<\/strong><\/h4>\n<p><em>\"Stefan Bohrmann and Ralph Scheider have been with us for several years. This support from ebene c has enabled us to decisively and noticeably develop Diakonie's youth communication. With their professional and critical view from the outside, the two have succeeded in providing key impetus while at the same time taking into account the very specific characteristics of the organisation and the association. During this process, we not only benefited greatly from their expertise in marketing and communication, but also from their methodological and moderation skills in designing various workshop formats. In addition to their expertise, their very approachable, patient and humorous manner was also a key to their success. We are looking forward to the next steps!\"<\/em><\/p>\n<p>Thomas Steigmiller, Team leader for youth communication and recruiting young talents<\/p>\n<\/div>\n<\/div>\n\n\t\t<\/div>\n\t<\/div>\n\n\t<div  class=\"wpb_single_image wpb_content_element vc_align_left  vc_custom_1731656969110\">\n\t\t\n\t\t<figure class=\"wpb_wrapper vc_figure\">\n\t\t\t<div class=\"vc_single_image-wrapper   vc_box_border_grey\"><img class=\"vc_single_image-img\" src=\"https:\/\/www.ebene-c.de\/wp-content\/uploads\/2024\/11\/Plakate-500x302.jpg\" width=\"500\" height=\"302\" alt=\"Plakate\" title=\"Plakate\" \/><\/div>\n\t\t<\/figure>\n\t<\/div>\n\n\t<div  class=\"wpb_single_image wpb_content_element vc_align_left  vc_custom_1731657208013\">\n\t\t\n\t\t<figure class=\"wpb_wrapper vc_figure\">\n\t\t\t<div class=\"vc_single_image-wrapper   vc_box_border_grey\"><img class=\"vc_single_image-img\" src=\"https:\/\/www.ebene-c.de\/wp-content\/uploads\/2024\/11\/Social_Media_Ads_02-500x302.png\" width=\"500\" height=\"302\" alt=\"Social_Media_Ads_02\" title=\"Social_Media_Ads_02\" \/><\/div>\n\t\t<\/figure>\n\t<\/div>\n<\/div><\/div><\/div><\/div><div class=\"vc_row wpb_row vc_row-fluid\"><div class=\"wpb_column vc_column_container vc_col-sm-12\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"vc_separator wpb_content_element vc_separator_align_center vc_sep_width_100 vc_sep_border_width_2 vc_sep_pos_align_center vc_separator_no_text vc_sep_color_black\" ><span class=\"vc_sep_holder vc_sep_holder_l\"><span  class=\"vc_sep_line\"><\/span><\/span><span class=\"vc_sep_holder vc_sep_holder_r\"><span  class=\"vc_sep_line\"><\/span><\/span>\n<\/div><\/div><\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"Diakonisches Werk W\u00fcrttemberg \/ Markenausrichtung Jugendkommunikation _Professionalisierung der Jugendkommunikation _Strategische Begleitung und Integration verschiedener Stakeholder _Konzeption Kommunikation Hintergrund Die Diakonie ist einer der gr\u00f6\u00dften Arbeitgeber<span class=\"excerpt-hellip\"> [\u2026]<\/span>","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":[],"_links":{"self":[{"href":"https:\/\/www.ebene-c.de\/en\/wp-json\/wp\/v2\/pages\/3233"}],"collection":[{"href":"https:\/\/www.ebene-c.de\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.ebene-c.de\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.ebene-c.de\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ebene-c.de\/en\/wp-json\/wp\/v2\/comments?post=3233"}],"version-history":[{"count":12,"href":"https:\/\/www.ebene-c.de\/en\/wp-json\/wp\/v2\/pages\/3233\/revisions"}],"predecessor-version":[{"id":3259,"href":"https:\/\/www.ebene-c.de\/en\/wp-json\/wp\/v2\/pages\/3233\/revisions\/3259"}],"wp:attachment":[{"href":"https:\/\/www.ebene-c.de\/en\/wp-json\/wp\/v2\/media?parent=3233"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}