STUDENTS DEVELOP SUCCESSFUL INSTA STRATEGY

As part of a practical project, students took on the social media channels of the Digital Marketing (DIM) and Marketing & Communications Management (MKM) degree programs. Their goal was not only to visually enhance the Instagram channel @fhkuf_marketing_communications, but also to optimize its content in a targeted manner in order to sustainably increase the visibility and attractiveness of the degree programs. The main focus was on addressing potential students and achieving stronger community ties.

A well-thought-out content strategy with a clear direction

To successfully position the Instagram channel in the long term, the four-person project team developed an innovative content strategy. This was based on an extensive analysis of the social media presences of other higher education institutions, from which important insights were gained for their own implementation. On the basis of this analysis, the students defined two thematic priorities, which served as content guidelines:

• Science & Marketing: This category focused on academic content. Articles covered current marketing trends, research results and best practices. Particularly successful were in-depth analyses of successful campaigns and expert interviews, such as with Dr. André Haller on strategies in the US election campaign.
• Uni-Life: Here, student life at the FH Kufstein Tirol was presented in an authentic and entertaining way. Popular formats included insider tips on the surrounding area, portraits of professors, and recommendations for the best Too Good To Go spots in Kufstein.

A STRONG VISUAL CONCEPT FOR RECOGNITION

In addition to the content realignment, the Instagram channel was given a fresh, professional design that was based on the corporate design guidelines of the University of Applied Sciences Kufstein Tirol. The use of consistent color schemes, good structured layouts and modern imagery ensured an appealing and clear visual identity.

In addition to the content realignment, the Instagram channel was given a fresh, professional design that was based on the corporate design guidelines of the University of Applied Sciences Kufstein Tirol. The use of consistent color schemes, good structured layouts and modern imagery ensured an appealing and clear visual identity.

The new strategy quickly showed results: interactive formats such as reels led to a significant increase in reach. During the project period (October 31 to January 28), the number of followers reached grew by 49.6%, and the reach among non-followers even increased by 1,698%. The reel about the Kufstein ice rink was particularly successful, with over 4,900 views – the most-watched video on the channel.

There was also a noticeable increase in community interaction:

• Profile activities increased by 126% to almost 1,600.
• The Reel Too Good to Go Spots in Kufstein has received 79 likes.
• The professor feature “Get to know your prof – #1 Lukas Hartleif” received 71 likes.
• Interactive story polls were especially successful.

In total, the channel gained over 70 new followers.

COOPERATION AS THE KEY TO SUCCESS

A decisive factor for success was the close cooperation with internal and external partners. Regular exchange with the social media teams of the University of Applied Sciences Kufstein Tirol and cooperation with local companies strengthened the network and contributed to the increase in reach. In particular, the cooperation with regional businesses, cafés and leisure facilities enabled the creation of authentic and relevant content.

Teachers were also actively involved:

• Prof. (FH) Dr. Alexandra Brunner-Sperdin and Prof. (FH) Dr. Uwe Heil presented research projects.
• Lecturer and AI expert Lukas Hartleif, MA provided insights into the future of artificial intelligence in marketing.

A SUSTAINABLE CONTRIBUTION TO YOUR DIGITAL PRESENCE 

With strategically well-thought-out content planning, creative ideas and targeted community engagement, the project team was able to sustainably develop the Instagram channel. The insights gained and concepts tested provide a solid foundation for future semesters to further expand the channel and strengthen the digital presence of the Kufstein Uni in the long term.