Our students from the English-taught Bachelor’s program in Corporate Communication were faced with the challenging task of developing an international expansion campaign in the ice cream sector.
In the winter semester 2022/23, the students from the English-taught Bachelor’s program in Corporate Communication (3rd semester) had the challenging task of developing a B2B campaign for the relaunch of AGRANA’s ice cream business in the USA. The target group Business Partners as well as the understanding of the industry in the USA required some research.
Campaign conception as in real professional life
For a true-to-life setting, AGRANA provided the students with interviews previously conducted with U.S. food industry companies. On this basis, the teams created fact-based and insight-driven marketing campaigns to increase awareness of AGRANA’s ice cream range among U.S. product managers. Design included a SWOT and PESTEL analysis, the creation of a persona that best reflected the target audience, and the development of a campaign concept with core messaging and tactics. The entire process was accompanied with ongoing coaching by the lecturer team Gerhard Fenkart-Fröschl, Bettina Gneisz-Al-Ani, Dieter Puganigg and Kirstie Riedl.
“It was a tough first month, but the students kept going and really got to grasp with the brief,” commented Kirstie Riedl, coach and lecturer.
Pitch for the best concept
In December 2022, the teams presented their ideas for an interactive ice cream creation tool on the AGRANA website, advertising brochures with augmented reality functions, interactive social media campaigns and innovative trade fair booths in a pitch to the client.
“You nailed it!” praised client Gabriele Schöngruber, Digital Marketing & Sales Transformation Manager at AGRANA Group, the students after the successful final presentations and summed up the project like this:
“For the business field project, the students bundled all their energy and knowledge and put it into their work. The final presentations were professional, thoughtful and creative. We will certainly be able to incorporate some of the results presented into our activities. I hope the young people enjoyed working with us as much as I did, and I take this opportunity to wish them every success for the rest of their studies!”
>> Learn more about the Bachelor’s program in Corporate Communication