To mark the conclusion of the practical project led by Prof. Dr Boris Alexander Becker, the students presented their marketing concepts to two of the three founders of HofFloh: Andrea, who is responsible for marketing and community, and Sebastian, who is in charge of projects and planning.
The final pitch was preceded by an intensive project process. Following the initial briefing – presented by an MU graduate and co-founder of HofFloh (see previous post) – there was an initial interim pitch, detailed feedback and a further Q&A session with the company. This ongoing dialogue ensured that the teams were able to refine their concepts in a targeted manner and tailor them to the requirements of the industry partner.
The results were impressive thanks to a well-founded and practical approach. Based on a competitive analysis and a target group survey of Generation Z conducted independently, the students developed bespoke marketing concepts for HofFloh. The concepts addressed key pain points of the target group and combined these with creative ideas for cross-generational community building. The aim was to raise awareness of HofFloh whilst simultaneously fostering sustainable interaction within the community.
The presentations focused on promotional films and social media clips developed by the students themselves, designed to raise the profile of the HofFloh concept. In addition, the teams developed ideas for local partnerships and event formats to expand HofFloh’s reach and appeal to new target groups. Furthermore, the students incorporated concepts for long-term community engagement, including a badge and reward system to encourage greater user participation. Alongside creative ideas, the teams also took economic and legal frameworks into account. Budget planning and issues of practical feasibility were integrated into the concepts, underlining the project’s strong practical focus.
“For us, the collaboration with the Media University was a resounding success. It was exciting to see the level of commitment and creativity with which both teams familiarised themselves with our business model. The students not only developed creative ideas, but also thought through many of their approaches with a view to their practical feasibility. It is precisely this interplay between theory and practice that makes such projects so valuable for both sides. We would like to extend our sincere thanks to all the students for their excellent collaboration and look forward to incorporating some of the approaches developed into our future considerations.”
