Chemical Park Knapsack
Positioning as a location for international companies
Task:
- Ongoing development of location marketing and strategic repositioning of Chemiepark Knapsack
Chemiepark Knapsack in Hürth is a chemical park on a total area of 180 hectares and the source of basic materials for many everyday products. Together with the client, DIE PR-BERATER identified the strengths of the location.
Realisation:
The focus was ongoing strategic development of the chemicals park as a location for international companies, with the aim of attracting new investors from Germany and abroad. The first step was for the agency to develop a new brand profile that clearly defines Chemiepark Knapsack in the highly competitive environment of the chemicals industry in North Rhine-Westphalia.
This jointly developed profile was taken as a basis for further activities, including revising the corporate design, strategic press and media relations work, theme-setting, and design as well as programming of a new website.
Positioning as a location for international companies
Task:
- Ongoing development of location marketing and strategic repositioning of Chemiepark Knapsack
Chemiepark Knapsack in Hürth is a chemical park on a total area of 180 hectares and the source of basic materials for many everyday products. Together with the client, DIE PR-BERATER identified the strengths of the location.
Realisation:
The focus was ongoing strategic development of the chemicals park as a location for international companies, with the aim of attracting new investors from Germany and abroad. The first step was for the agency to develop a new brand profile that clearly defines Chemiepark Knapsack in the highly competitive environment of the chemicals industry in North Rhine-Westphalia.
This jointly developed profile was taken as a basis for further activities, including revising the corporate design, strategic press and media relations work, theme-setting, and design as well as programming of a new website.
Clearly communicated
Task:
- To set up press and media relations directed towards the different target groups: investors, employees and local neighbourhood
Realisation:
The agency directed the press and media relations more consistently towards the different target groups: for investors they highlighted the advantages of Hürth as a location, while the aim for the local neighbourhood target group was to inform and create transparency. They also succeeded in placing the highly specialized experts from the chemicals park as interview partners and contributors in the national and international trade press and at various industry conferences and events.
Openness and dialogue by design
Task:
- To redevelop the corporate design
Realisation:
Taking the new positioning of Chemiepark Knapsack developed with the client as the basis, DIE PR-BERATER thoroughly revised its corporate design. First the logo was given a subtly more modern look. Existing media were given a critical assessment and either modernized (f.ex. the local neighbourhood magazine “Knapsack Spiegel”) or replaced by new, more contemporary alternatives. This includes the location brochure for investors and the dialogue brochure for the local neighbourhood. The agency also created an image pool for internal use in the client’s own media and external use for theme-setting.
Digital update
Task:
- To relaunch the website
Realisation:
As part of the repositioning of Chemiepark Knapsack DIE PR-BERATER developed and programmed a website that adjusts smoothly to all end devices. While the layout picked up on the modernized corporate design, the content design was based on the location advantages developed with the client and the target group segmentation. The website is available in German and English. Another component of the digital modernization was a newsletter, which incorporates and continues the colour codes developed for different target groups.
