Modern Corporate and Organizational Communication with Integrated Issue Management and Involvement of 38 Industry Associations

With the online campaign www.investitionsagenda.de the Federation of German Industry (BDI) reinforces the visibility of its publicity campaign “In Deutschland investieren” (“Investing in Germany”). It is the aim of the initiative to support the creation of attractive framework conditions for investments to boost growth and employment in Germany.

With help of the platform the Federation of German Industry creates a best practice for integrated issue management and sets new standards with information, arguments, and possibilities to participate in web-based organizational communication via social media. In this connection the 38 member organizations play an active role: They can place own positions in the form of online testimonials and videos on www.investitionsagenda.de. Additionally they can embed the widget “Zahl des Tages” (“Figure of the day”) quickly and simply into their websites and blogs to become also ambassador for the BDI investment agenda.

]init[ takes the responsibility for the execution and editorial support of the campaign with a high percentage of social media in close cooperation with BDI.

Content & Media for Eleven Theme Dossiers with Info-Graphics and Surveys

The core of the editorial campaign consists of eleven very concrete examples for forward-looking investments in terms of comprehensive dossiers – for example concerning the fields of investment transport, energy, high-tech, or climate- and environmental protection. In background texts, clearly laid out info-graphics, informative videos, as well as statements from prominent persons and experts the potential of investments for more growth, more employment, and more wealth are illuminated.

]init[‘s editorial team takes care of high information value and media compatible elaboration of the topics. It gives comprehensive advice on setting of topics and creates expert articles, info-graphics, and online surveys for every dossier in cooperation with BDI. Up-to-date page content like “Investitionsnachrichten” (“Investment News”), the “Zahl des Tages” (“Figure of the Day”), and links concerning the topic investments are supported additionally.

Social Media & Web 2.0 Features: Content Sharing in Social Networks Like Twitter and Facebook

www.investitionsagenda.de is an intersection to social media. The online campaign has to be implemented where the biggest part of users can be found: On Twitter, Facebook & Co. Therefore the platform offers a variety of possibilities to transfer contents to friends, followers, and readers. A return path does also exist: Messages, wall entries, direct messages, or tweets will definitely be read and replied to as far as possible. Furthermore interactive tools – as for example surveys - are being used with which the users are actively brought close to the topics of the campaign.

Development with OpenSource-based Drupal Framework: Module Adjustment, Templating, and Theming

www.investitionsagenda.de was developed on the basis of Drupal CMS. Thanks to its modular design, flexible templates, and social networking functionality the OpenSource-based framework meets all requirements for a dynamic online campaign of BDI. With Drupal broad connectivity of the campaign is warranted which means that further BDI online campaigns can be implemented quickly and economically on the basis of the already installed CMS system.

]init[ serves and supports the following associations in implementing their inter-, intra-, and extranet portals: