Advertising without strategy is like driving without lights. In the dark.
As a Strategic Planner, I lay the foundation for effective communication and creative excellence, enabling agencies and their clients to reach their goals effectively instead of groping in the dark.
Brands, campaigns, content: relevant, distinctive, effective.
My work is based on in-depth research and analysis of target groups, markets, and competitors. What motivates the people we want to reach? And what are the best channels for doing so? What drives the competition, and how can we differentiate ourselves from them and stand out? What are the strengths of a brand, what benefits does it offer, and which consumer needs does it meet? I find answers to these questions and develop corresponding strategic derivations and actionable recommendations.
My job becomes particularly exciting where strategy and creation intertwine: insights, creative springboards, messaging – this is how relevant and surprising campaigns and communication measures are created.
At the end of my work, which can also accompany the creative process, you won't find theoretical models or endless pages of analysis, but rather the most important insights and practical steps that help you achieve the defined goal effectively and efficiently! At the same time, they provide a clear starting point and guidelines for successful creation.
In addition to all strategic matters, I also provide support in the creation of wireframes and websites, as well as in the conception and creation of editorial content for complex topics and products.
Strategy
Channel Strategy
Content Strategy
Social Media Strategy
Campaign Strategy
Recommended Actions
Brands
Brand Models & Architecture
Positioning
Competitor Analysis
Employer Branding
Target Groups
Demographics, cosumption, media usage
Insights
Customer Journey & Touchpoint Mapping
Personas
More
Creative Brief
Message development & messaging hierarchy
Editoral Plans & Content Pillars
Trend Analysis
Cases
SRH
Sales campaign to attract new students
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In recent years, there has been little communication from the umbrella brand, which is why the target group has at best a vague understanding of SRH as a brand. At the same time, competitive pressure from both other private and public universities has increased significantly.
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The target group is under significant pressure and often feels overwhelmed when choosing a university and course of study. While they are accustomed to personalized offers in many areas of life, higher education rarely provides this support, leaving students to make a highly consequential decision without guidance.
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We're positioning SRH as a customized education provider, making its unique CORE principle understandable and relevant to Gen Z by showing them what it's really about – namely, each and every one of them. With a clear message, we demonstrate that SRH offers exactly what they expect from a university: skills development and individuality.
To provide guidance and support to the target group, we're creating a mobile-optimized landing page with a course finder and generate awareness for SRH on social media by addressing their need for individualization and personalization.
These online measures are supported by smart partnerships and placements in target group-specific environments.
Creative execution: "Studying by the YOU-concept”
Mey
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Develop a high-impact campaign with a limited budget that appeals to a younger target group and conveys the brand's values in a contemporary way.
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The desire for authenticity is increasingly shaping entertainment. In times of fake news, fake bodies, and artificial beauty, people yearn for sincerity. This is especially true for the informed target group we want to reach and inspire with our initiatives.
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Especially in the lingerie market, the perpetuation of false ideals and beauty standards is commonplace. To differentiate ourselves as much as possible from competitors and meet the target group's desire for more transparency and honesty, Mey tells "The Naked Truth" in a non-commercial format.
To achieve this, we shift our media budget from print to online and package brand values and products into emotional, personal stories. This allows us to generate maximum relevance and capture the target group's attention even with a small budget.
Brand Rejuvenation & Awareness for a sustainable german lingerie manufacturer
Creative execution: "The naked truth in lingerie”
Allplan
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We all heard about the war for talent, especially in the IT sector. Despite many strategic foundations, Allplan lacks a compelling elevator pitch that clearly communicates what the company stands for as an employer. Furthermore, a relatively old workforce makes Allplan less trendy and attractive to young professionals.
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Developers want to work autonomously and place particular importance on an employer's tech stack. They are aware of their position in the job market and expect companies to actively approach them.
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We focus on target group-specific platforms like GitHub and Stack Overflow, showcasing our expertise and connecting with developers. We highlight the tech stack and offer insights into daily work at Allplan: What projects are being developed, and how many developers are working on a given project?
At the same time, we make the application process as easy as possible and integrate corporate communications with employer branding wherever it offers potential.
To reach young talent, we approach relevant universities, organize programming competitions, and award scholarships.
Employer Branding & IT-Recruiting for a software developer
Creative execution: „ALL in for you“
About me
Hey, I'm Lea and I develop strategies for advertising and communication measures.
As a strategic planner with a background in creative concepts, I combine an analytical perspective with empathy and curiosity for various industries and target groups.
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After completing my bachelor's degree in media and communication at the University of Passau, I joined the JvM Academy. Within a year, I was trained as a creative concept developer alongside 15 other imaginative and ambitious young advertisers and gained insight into the different areas of an agency. I then worked for three years at Jung von Matt Neckar in Stuttgart, specializing in strategy.
During my time at the agency, I had the opportunity to work for large and small, national and international clients. I gained a lot of experience with FMCG brands and the analysis of market and consumer trends. Since becoming self-employed, I have been working increasingly for B2B brands, often with complex products. Employer branding is also becoming a more frequent topic for me, and I am observing the power shift in the labor market with interest and a pinch of enthusiasm.
Today, I spend most of my time as a digital nomad, living in different countries and working as a freelancer for advertising agencies and market research companies. I enjoy immersing myself in new industries and target groups with every project and learning new things in the process.
Apart from strategy, I am a big fan of bananas.
Brands
that I worked for
