Communicating Justice – With a Clear Focus on Growth

Client Challenge

Our client, a church-based educational institution, faced the challenge of finding a way to revive people’s interest in the church’s views on social-ethical issues and thus promote a common sense of justice across all areas of society.

The institution already had an in-house publication as a platform for sociopolitical orientation, and it wanted to raise the publication’s profile and broaden its reach.

Communication and distribution channels had previously been limited. Lack of time and expertise meant that there was no clear picture of the target group or the competitive situation. Marketing expertise was lacking.

In moderated and structured meetings with the capable editor-in-chief and deputy director of the educational institution, we worked out the basic structural elements of a marketing concept in order to develop a comprehensive strategy to increase the number of subscribers. We supported these working meetings not only structurally but above all in terms of content, increasing the brand and marketing expertise within the educational institution significantly.

We shaped the brand contours, defined the brand core and designed a brand image which – from a consistent magazine design to targeted marketing and sales activities – enabled a consistent, congruent approach to developing a strong brand.

We analyzed potential barriers to distribution and the current subscriber base and found ways to expand the magazine’s reach. We tapped into potential new subscriber groups and developed a defined approach to addressing the respective target groups.

Our client now has methods and procedures to continuously develop and strengthen the brand and its marketing. The understanding of brand and marketing within the organization has reached a new level.

On the basis of the mutually developed structural elements of a marketing concept, comprehensive documentation has been created which enables efficient production using the client’s own resources on the basis of defined work steps. Our client thus has a structured action plan, evaluated on the basis of implementation effort and growth potential.

From an economic point of view, our client has created the basis for the incremental phase-out of subsidies for the magazine.

Our client has taken a successful step towards its own vision of further consolidating its status as a thought leader and catalyst in questions of Catholic social ethics.

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