Marketing Concept for Swiss Institute of Literature

Challenge: The Berne University of the Arts is establishing the first bilingual Swiss Institute of Literature (SLI) in Bienne with support from the Gebert Rüf Foundation. The SLI must successfully complete the licensing process with the political authorities before taking up its mission. Its corporate identity should be clearly expressed at its opening and the necessary communication measures should be effectively prepared.

Procedure: The strategic target groups in the Institute of Literature's environment are defined, appropriate marketing and communication goals are established and the elements  of a successful communication strategy are developed in cooperation with the project management team as part of a comprehensive conceptual approach. Through precise definition of the target groups, the SLI states in what manner it requires and expects contributions from its strategic target groups. Ideas for offers, services, events and communication measures toward that end are developed to meet the needs of the target groups and generate motivation for the desired commitment.

Result: int/ext Communications, together with the SLI project management team, created a marketing and communication strategy, developed a SWOT (strengths/weaknesses/opportunities/threats) analysis and used these to define key strategic success factors. int/ext Communications further compiled a list of central issues for SLI and composed a briefing detailing these issues. The briefing guarantees communication of a consistent message and forges the many individuals who make up the SLI into a single team in support of the Institute's corporate identity.

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