Optimization of Sparkasse Kufstein's digital ESG communication
- 17.03.2025
- Practical Project
Diana Baldinger, Pia Hermann, Simone Kellner, Marlene Eggmayr, Vanessa Dialer, Elena Moser, Viktoria Kaindl, Peter Lederer, Daniela Bucher (from left to right)
As a company, Sparkasse Kufstein is committed to sustainability, which is why it is broadly involved in the three ESG areas of environmental, social and governance issues, and particularly supports regional events, associations and projects. This commitment is now to be brought more into the center of corporate communications.
As part of a practical project, students in the Master's program in Digital Marketing optimized the ESG communication strategy of the Sparkasse Kufstein. The aim of the project was to make the bank's ESG commitment more visible on digital channels.
At the beginning of the project, students Marlene Eggmayr, Simone Kellner, Peter Lederer and Pia Hermann carried out a comprehensive analysis of the Sparkasse's Facebook, Instagram and LinkedIn accounts and blog. They focused on tonality, visual design, content topics and the adaptation of content to the specific requirements of the platforms.
SUCCESS THROUGH PERSONALITY AND REGIONAL TOPICS
On the basis of the analysis of the current situation, the students developed recommendations for action. They developed guidelines for the use of the various platforms and pointed out their special features. Content pillars and content formats were developed on this basis. In doing so, the students determined that not every topic is equally well suited for every communication channel. For example, Instagram, Facebook and the blog should focus on regional events and commitments, whereas LinkedIn is an excellent platform for governance topics. The tonality should also be adapted to the platform. While the tonality on Instagram, Facebook and the blog is rather friendly and personal, LinkedIn is used to communicate in a more business-like and professional tone. What all platforms have in common is that the added value of the content is essential for the target group.
A PROJECT THAT BENEFITS BOTH SIDES
At the end of the project, Sparkasse Kufstein received layout templates that can be used for future posts and a final report with detailed analysis results and recommendations for action. In addition, the group of students created best practice examples for the Kaiserwinkellauf and the Glück.Tage, two events sponsored by Sparkasse Kufstein.
WORKING WITH THE STUDENTS GAVE US THE OPPORTUNITY TO EXAMINE OUR ESG COMMUNICATIONS STRATEGY FROM A DIFFERENT ANGLE AND PROVIDED US WITH NEW IDEAS FOR THE DIGITAL COMMUNICATION OF OUR ESG TOPICS.
Diana Baldinger
HR Development and Social Media, Sparkasse Kufstein
The students also benefited from the practical project by gaining important experience for their professional lives through working with an external company.
Links:
- Digital Marketing | ft
- Sparkasse Kufstein | Website
The article was written by students in the full-time Master's program in Digital Marketing as part of their practical project.
