Lina Hörügel is a specialist in strategic communication planning in the higher education sector. As Head of the international university communication at Leipzig University, she develops and implements strategies to attract global talent and enhance the university’s international visibility.
One of the internationalisation goals of Leipzig University is to increase the mobility rate of our students . In terms of communication, we support this internationalisation goal with the cross-media campaign “Entdecker bleiben” ("Stay an Explorer"). We have created our own app (digital companion for students before, during and after their stay abroad), a story platform (where students can share their experiences from their stay abroad), we use social media (posts/takeovers from students during their stay abroad) and campaign posters and flyers.
The session will be divided into two parts. First, we will explain how we derived our communication strategy from the internationalisation goal "Increase student mobility" via specific communication goals and tasks.
Then, we will present each of the above-mentioned communication channels in more detail (especially the app and the testimonials platform) and focus on the cross-media linking.
Presentation with Josephine Petzold and Katharina Pingel