NRW.INVEST

Press and Media Relations

An ongoing international theme

Task:

  • International press and media relations work for NRW.INVEST

NRW.INVEST is the economic development agency for the German state of North Rhine-Westphalia. The aim of the press relations work is to increase awareness of the economic development agency and to position it as an expert in the field. A further central issue is to present the services NRW.INVEST offers to companies for their investment projects or setting up operations in NRW. All these things help to improve North Rhine-Westphalia’s position as an investment location in the long term.

 

Realisation:

DIE PR-BERATER support NRW.INVEST with its ongoing international press relations work. Among the agency’s tasks are strategic consulting on press and media relations, producing press releases, interviews, speeches and articles, concept development and organization of press conferences, developing press topics and events, placing specialist articles in the media and addressing the German and foreign press as part of events such as the NRW.INVEST AWARD.

 

Press and Media Relations

An ongoing international theme

Task:

  • International press and media relations work for NRW.INVEST

NRW.INVEST is the economic development agency for the German state of North Rhine-Westphalia. The aim of the press relations work is to increase awareness of the economic development agency and to position it as an expert in the field. A further central issue is to present the services NRW.INVEST offers to companies for their investment projects or setting up operations in NRW. All these things help to improve North Rhine-Westphalia’s position as an investment location in the long term.

 

Realisation:

DIE PR-BERATER support NRW.INVEST with its ongoing international press relations work. Among the agency’s tasks are strategic consulting on press and media relations, producing press releases, interviews, speeches and articles, concept development and organization of press conferences, developing press topics and events, placing specialist articles in the media and addressing the German and foreign press as part of events such as the NRW.INVEST AWARD.

 

Search Engine Optimization (SEO)

Webpromotion Website NRW.INVEST

Task:

  • Analysis of the existing website for subsequent adjustments to the content and technical optimisation for improved web performance
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Realisation:

NRW.INVEST, the economic development agency of the State of North Rhine-Westphalia, now has a website in eleven language versions. In 2008, DIE PR-BERATER began optimising the German and English websites for search engines. On-page instruments like the addition of metadata were supplemented by off-page measures. By the end of 2009, the remaining seven languages were also optimised by DIE PR-BERATER.

Through the continuous enhancement of the website and the new content, the number of user sessions increased fivefold in 2009 compared with 2008. The relevant keyword combinations "North Rhine-Westphalia" plus "foreign direct investment" leads to the website of NRW.INVEST which ranks among the top results in Google.

 

Design

Worldwide recognition

Task:

  • Ongoing development and realization of a corporate design for NRW.INVEST

NRW.INVEST is the economic development agency of the German state of NRW.

 

Realisation:

Since the Gesellschaft für Wirtschaftsförderung des Landes Nordrhein-Westfalen rebranded as NRW.INVEST GmbH in 2006, DIE PR-BERATER have been responsible for developing and realizing its visual presence on an ongoing basis. Based on the rebranding at that time, the agency created a consistent corporate design that is used for all the instruments of communication: the logo, different key visuals by theme and industry, the entire business equipment, various print and online publications, the website and much more besides.

The present corporate design is tidy, uncomplicated and reduced, but it also uses dynamic elements to create an attractive, high-quality look and feel. DIE PR-BERATER similarly adjusted the visual imagery to reflect the corporate design. High-quality images, for example which play with depth of focus and unusual angles, combined with the reduced composition and the distinctive colour scheme for high brand recognition.

The corporate design is also used by NRW.INVEST in its worldwide communication and by its branches abroad in China, India, Japan, Korea, Russia, Turkey and the USA.

Design

Corporate-designed picture pool

Task:

  • Construction of a picture database with motives from the top branches in North Rhine-Westphalia for exclusive media use for the economic development agency of the state North Rhine-Westphalia.
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Realisation:

DIE PR-BERATER developed a concept about image language and composition of photo motives to guarantee consistency in style – an important prerequisite for the project, since the branches and motives were very different. On the basis of a comprehensive research project and in coordination with the client, top representatives from each branch were defined. After that communication with the concerned companies and a detailed plan for photo shootings in diverse locations within North Rhine-Westphalia followed. To guarantee an efficient use of the means and resources, the agency developed an individual organization structure, which became the basis of all planning and implementation.
After a total of around four months production time a comprehensive picture database with more than 750 motives from 25 companies was established, which is now exclusively used for the representation of NRW.INVEST GmbH within its own media and for the international press work. Already in the first year the client benefited from the cost saving potential, as external sources for picture motives were not necessary anymore. The homogenous look of all pictures also supports the appearance of the client through CD conformity.

 

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Newsletter

Editing tool keeps subscribers up to date

Task:

  • Concept development, editing and production of the NRW.INVEST News e-newsletter to strengthen the investor community and deepen ties with NRW.INVEST

NRW.INVEST is the economic development agency for the German state of North Rhine-Westphalia.

 

Realisation:

DIE PR-BERATER are responsible for the entire theme development, editing, layout and technical realization of the NRW.INVEST e-newsletter News.

NRW.INVEST News is issued once a month in German and English and contains information on important topics and issues for investors. That includes current news on investments by foreign companies in NRW, activities as part of the location marketing campaign “Germany at its best: Nordrhein-Westfalen”, business and cluster topics relating to the federal state, as well as service and information offerings. The newsletter is primarily intended for decision-makers in companies operating internationally in Asia, the USA and Western Europe, business people and representatives from politics and administration in NRW. If recipients click on the news teaser in the email, they are directed to a landing page which offers more detailed information.

For technical realization and mailing to several thousands of recipients, DIE PR-BERATER developed their own content management system for the NRW.INVEST News. A single input of text and images creates multiple output: both the email and the landing page are automatically generated out of the system. The editor additionally controls distribution list management, mailing, and collection of statistical data centrally via the tool.

 

Social Media

Targeting digital communication channels

Task:

  • To provide strategic social media support and develop a social media networking strategy for NRW.INVEST

NRW.INVEST is the economic development agency for the German state of North Rhine-Westphalia.

 

Realisation:

The agency provided advice and support to NRW.INVEST on integrating social media in its overall communications and developed a concept for the use of social channels as an instrument for expanding and maintaining its network. The point of these efforts was to strengthen the dialogue with the target group and increase NRW.INVEST’s presence in these media outlets.

The first step was for DIE PR-BERATER to hold a social media workshop for the workforce, which provided information on benefits and uses of social networks and recommendations for user guidelines and creating profiles.

The workshop was followed by the development of a strategy to build an online network specifically for NRW.INVEST’s B2B communications. Given the user structure and the countries and issues involved, the business networks XING and LinkedIn were pinpointed in particular as suitable platforms. Working on this basis, DIE PR-BERATER produced a concept for strategic and systematic networking with stakeholders in the relevant target groups. With NRW.INVEST’s target markets in mind, the agency based the strategy on four pilot projects: XING for Germany and Turkey, and LinkedIn for the Netherlands and the USA. The networking strategy helped NRW.INVEST employees to enter into dialogue with multipliers, network partners and interested or potential investors. The agency made this possible by identifying and qualifying relevant contacts and groups in the networks.

 

 

Tools and Applications

E-cards

Task:

  • Concept development, design and programming of an e-card tool to send out digital greetings cards for NRW.INVEST

NRW.INVEST is the economic development agency for the German state of North Rhine-Westphalia.

 

Realisation:

DIE PR-BERATER created an individual online tool for NRW.INVEST to send electronic greetings cards for birthdays, weddings, anniversaries, farewell and various other occasions. The agency was responsible for the card design as well as the development and operation of the web application.

Working in a clearly laid out interface, users select a card from the assortment of designs and enter a personal text, sender and recipient. Everyone who uses the tool has an individual e-mail boilerplate with their own digital signature that automatically personalizes the e-card. The time when the cards are sent out can also be set separately, so that greetings can be planned and prepared in advance.

The cards differ intentionally from the official look of the business equipment and have different icons and typographical solutions to give a lighter feel to these emotive subjects.

 

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Digital

E-magazine links directly to online content

Task:

  • Concept and development of a bilingual e-magazine on North Rhine-Westphalia as a logistics location, available as an iOS app and in a browser version, to expand NRW.INVEST’s digital communications.

NRW.INVEST is the economic development agency for the German state of North Rhine-Westphalia. The importance of mobile data devices such as tablets and smartphones is growing relentlessly. Information delivery for all end devices has become a standard instrument of digital communication.

 

Realisation:

In order to give NRW.INVEST and its services a stronger position also in these channels, DIE PR-BERATER developed an e-magazine that makes the content of the existing print brochure “Logistics at its best: Nordrhein-Westfalen – Logistikkompetenz von Weltrang” also accessible in the digital world.

The aim in developing the concept was to create out of a linear print brochure a multimedia online offering and make the information available on several levels. The user decides whether to skim through the full range of content or at specific points go into more detail. DIE PR-BERATER enriched the content of the logistics brochure by providing access to more detailed online information and other media and establishing stronger links between content.

The centrepiece of the e-magazine is an interactive map of the logistics location NRW with geodata for all the information contained in the publication. The localized content on the map takes users via icons either to the relevant sections within the brochure or to more detailed online content.

The e-magazine “Logistics at its best: Nordrhein-Westfalen – Logistikkompetenz von Weltrang” is available in German and English and has been programmed as both an iOS app and a browser version. A content management system based on WordPress additionally makes it possible to keep the brochure information constantly updated.

 

Films and presentations

Trailer for NRW.INVEST AWARD ceremony

Task:

  • Concept development, editing and production of film trailers for the NRW.INVEST AWARD

The award is presented by the NRW Economics Ministry and the federal state’s own economic development agency NRW.INVEST. It is awarded to companies for their innovative investments in North Rhine-Westphalia.

 

Realisation:

DIE PR-BERATER were responsible for the concept development, editing and production of film trailers on the winners of the NRW.INVEST AWARD and a film documenting the award ceremony at K 21 in Düsseldorf.

The film trailers, which were screened during the award ceremony as part of the stage show, presented the award-winning companies and their achievements. Among them were Air Liquide, Huawei, Turkcell, UPS and XCMG. DIE PR-BERATER visited each of the companies on their premises in NRW and presented their investments with very expressive visuals and animation. The agency took charge of the editing and the entire realization and production of the films for the award ceremonies in 2013 and 2014. DIE PR-BERATER also followed the events on camera and gathered opinions and impressions for the concluding documentation of the award ceremonies. In a film marking the 10th NRW.INVEST AWARD, DIE PR-BERATER presented all the award winners since it first began.

 

Website

NRW.INVEST Relaunch

Task:

  • Concept development, editing, design, technical consulting and central project management for the relaunch of the NRW.INVEST website

NRW.INVEST is the economic development agency for the German state of North Rhine-Westphalia.

 

Realisation:

DIE PR-BERATER were responsible for the conceptual and editorial reworking of the NRW.INVEST website in six language versions. The aim of the project was to create a modern internet presence that is optimized for all end devices and features clearly structured content, interactive elements and an intuitive user experience.

The first step the agency took was to revise the website’s navigation structure, concentrating on streamlining and reorganizing the content to create a clear layout and easy orientation for the user based on four main navigation points. This was also used to put greater emphasis on the services provided by NRW.INVEST.

Central to the concept is the strategic user navigation, with links and cross-references to more detailed information guiding the user through the website. The focus is always on the call to action, encouraging visitors to make contact. The pages were enriched with multimedia elements such as an interactive map of NRW, which enables users to access relevant location factors at points of interest through geodata, or a benchmark tool to compare locations.

For the screen design too, a clear structure was a priority: based on the “mobile first” approach, a responsive design was developed that is structured horizontally to create a well-organized look and supports the clear layout of the content.

In addition to the entire editorial management of the site content, DIE PR-BERATER were also entrusted with editing for search engine optimization and ongoing site maintenance in six language versions.

DIE PR-BERATER accompanied the technical realization of the project as consultants and coordinated management and monitoring of external service providers.

 

Publications

Everything covered

Task:

  • Concept development, layout, editing and production of various publications for NRW.INVEST

NRW.INVEST is the economic development agency for the German state of North Rhine-Westphalia.

 

Realisation:

DIE PR-BERATER develop, write, design and produce various publications for NRW.INVEST.

They include the image and the location brochures supplying data and facts about North Rhine-Westphalia and the services of NRW.INVEST. They are used as an instrument for location selection and marketing and to encourage companies to locate in the region. Both brochures are available in numerous languages – including German, English, Turkish, Chinese, Korean, Spanish, Russian and Japanese.

DIE PR-BERATER also take care of country-specific brochures dealing with economic relations between NRW and a selected country. This multilingual series includes separate publications on Japanese, US and Chinese investments in NRW.

DIE PR-BERATER also developed the editorial and design concept for the economic development agency’s annual report and undertook its publication accordingly.

DIE PR-BERATER annually compile the Business Guide, which contains all the important information relating to setting up and managing a business in North Rhine-Westphalia and gives practical answers to all the questions that can arise in connection with an investment project. The Business Guide is published online in German and English.

DIE PR-BERATER distinguish between two different design concepts for publications depending on their content and the target audience.

One is for specialist brochures, which present data and facts relating to the investment location but also cover specialist themes, such as the logistics sector in North Rhine-Westphalia. They have a clearly defined framework that offers sufficient options for text, graphics, charts and tables as well as large-format images in an attractive and well-organized layout.

The other brochure aims to provide content for advertising purposes. The agency works on such publications within a broader, more flexible framework. It offers much greater versatility in structuring the layout and has a greater proportion of images with large-coverage photos. This creates a more generous impression overall and a sense of high value.

 

 

Trade shows and events

50 years NRW.INVEST

Task:

  • Concept and implementation of the event for the 50th anniversary celebrations of the economic development agency North Rhine-Westphalia on the 26th of October 2010 in the state Parliament of North Rhine-Westphalia in Düsseldorf.

The state’s economic development agency NRW.INVEST has played an important role in the economic development of the state North Rhine-Westphalia over the 50 years of its existence. It was the aim of the event to celebrate this existence with representatives from the politics and the economy.

 

Realisation:

DIE PR-BERATER combined various elements in the concept of this festive celebration to allow for a pleasant evening. Whilst the state Parliament on the Rhine bank in Düsseldorf constituted the right location for the event, historical research around the founding of the corporation and time-witnesses provided interesting content. To complement the content, DIE PR-BERATER developed a show-programme with artists from important investor countries (Japan, USA and China). Besides the content-related concept, the organization and the implementation of the show programme, DIE PR-BERATER was responsible for the creation of all the media material (invitations, flyers, introduction films and multi-media animations). Around 500 guests, partly international, from the politics sector and the economy enjoyed an evening with a mix of discussions with time witnesses, performances and short film clips.

 

Trade shows and events

20 years of NRW Japan K.K.

Task:

  • Concept development and organization of celebrations to mark the 20-year anniversary of NRW Japan K.K.

NRW Japan K.K. was founded in 1992 in Tokyo as the first foreign subsidiary of NRW.INVEST GmbH and supports Japanese companies with setting up operations in North Rhine-Westphalia.

 

Realisation:

On the occasion of its 20th anniversary, DIE PR-BERATER in consultation with NRW.INVEST devised an anniversary celebration to be held in Japan. They developed the programme of events for the occasion and were responsible for various media including decoration, flyers and invitations. The agency also produced a film presenting the successful work of NRW Japan K.K. from its beginnings to the present day. DIE PR-BERATER additionally took charge of editing the greetings, speeches and tributes.

The event was attended by numerous representatives from the world of politics, business and industry. Among the guests were the NRW Economics Minister at the time, Harry K. Voigtsberger, the former Japanese Ambassador to Germany, Dr. Takahiro Shinyo, the President of the Japanese IHK in Düsseldorf, Kozo Omae, and numerous senior representatives of Japanese companies in NRW.

 

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Focus on Turkey

Press Conference due to the opening of the Turkish NRW.INVEST representative office

Task:

  • Announcement of the opening of the Turkish NRW.INVEST representative office with the Turkish press and the interested general public
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Realisation:

DIE PR BERATER designed, planned and realised a press conference around the opening of the first Turkish NRW.INVEST representative office in Istanbul. In addition to the organisation and editorial work (for the speeches, too), preparing a comprehensive press clipping was also part of the range of performance.

 

Focus on Turkey

NRW.INVEST AWARD TURKEY

Task:

  • Concept development and event management for the press conference, plus press and editing work relating to the NRW.INVEST AWARD TURKEY

The award, presented by the NRW Economics Ministry and the federal state’s own economic development agency NRW.INVEST, pays tribute to Turkish companies for successful investments in the region. Among the companies that have received the award are the fashion label Sarar, the transport and logistics company Gökbora, the chemicals company Nedex Chemie Deutschland, and the carpet producer Merinos.

 

Realisation:

For the NRW.INVEST AWARD TURKEY 2011 and 2013 ceremonies, DIE PR-BERATER were responsible for the concept development and entire event management around the press conference. The agency was also responsible for press relations and editorial work in connection with the event.

Among the services provided by DIE PR-BERATER was the organisation and execution of the press conference, including production of the press documents and extensive media monitoring. The agency undertook editing on laudatory speeches and talks for the award ceremony, as well as graphic development and production of design elements such as backdrops and roll-ups.

 

Tools and Applications

Digital invitation management with DPR-EASY EVENT

Task:

  • To develop a cloud-based software for digital invitation and guest management for events

NRW.INVEST is the economic development agency for the German state of North Rhine-Westphalia.

 

Realisation:

In order to optimize event management at NRW.INVEST, DIE PR-BERATER developed a cloud-based software solution that digitalized the entire invitation process and guest reception for events.

Events can be created in a matter of clicks within the content management system of the DPR-EASY-EVENT tool. Once the text, and all the details and images have been entered, the software automatically creates all the products relevant to the invitation process. They include the email invitation, a landing page for guest registration, the ticket email, name cards and an individual onscreen greeting for each guest.

Sending out save the dates, invitations or reminders is managed entirely from inside the tool. For events with international guests, the tool offers the client the option to send out invitations in multiple languages. In the system, the event organizers can follow in real-time who has been invited, who has registered or cancelled their registration, and who ultimately attends the event. A special service for VIP guests is provided through the system, which informs the employees assigned to them by text message when the guest arrives. On check-in, all guests at an event are greeted personally by an onscreen message and receive their name printed in real-time.

DPR-EASY-EVENT is a browser-based tool, which means that it is hardware and system-independent. It is easy to use, self-explanatory and efficient.

NRW.INVEST uses DPR-EASY-EVENT for many large and small events every year, including for the annual NRW.INVEST AWARD and its Business and Investors Forum China, each attended by some 500 guests.