Aargau Services Standortförderung
WHAT CHARACTERISES THE CANTON OF AARGAU – WE HAVE FOCUSED ON THEM FOR AARGAU SERVICES LOCATION DEVELOPMENT 
#DigitalMarketing #BrandBuilding #Storytelling
Aargau Services Standortförderung
TASK

Designing communication for an economic development agency is a challenge – especially when it comes to the location development agency of the Canton of Aargau, which has to serve a very heterogeneous range of B2B customers: from start-ups, spin-offs, established companies to international companies that have already settled in the canton or would like to do so. With the help of a differentiated and already tested topic matrix, Kontx has been successfully managing the location development’s LinkedIn profile for over two years. We wanted to increase the number of followers and user engagement on the company channel in 2020 compared to the previous year. The goal: to break the 1000 follower barrier by the end of the year. 

SOLUTION

Our solution? To focus on selected topics that are of interest and relevance to Aargau and the entrepreneurs in the canton – and to do so in such a way that they stand out from the rest of the posts in terms of content and visuals, as well as providing an in-depth insight into Aargau as a business location. In other words: offer added value for the existing followers and attract new ones with good storytelling. We implemented three focus topics in which we offered entrepreneurs a platform in terms of content: Each focus topic was deliberately played over several weeks so that we could examine the topics from different angles. 

IMPLEMENTATION
TIME FRAMEWORK: 2020
DETERMINATION AND ELABORATION OF FOCUS TOPICS 

  • Together with the location development department, we defined three important and topical themes at the beginning of the year, which we played out over the year 

  • Structured content of the focus topics so that we could build up excitement from the first to the last article 

  • Researching, approaching and interviewing entrepreneurs from the canton of Aargau who fit thematically into the focus topics 

  • Editing of posts: Blog posts, videos, LinkedIn posts 

VISUAL DESIGN OF THE FOCUS THEMES 

  • We have developed and chosen “disruptors” and a specific icon for each focus theme to create a recognition value 

RESULTS

  • Three focus topics on LinkedIn: the energy canton of Aargau, digitalisation & innovation in and from Aargau, the image and specialist platform Work Life Aargau. 

  • A platform created for Aargau entrepreneurs to share their knowledge on one of the three topics 

  • A doubling of followers within less than a year: 

    • 1 January 2020: 467 followers 
    • 16 December 2020: 996 followers 

  • A significantly higher engagement rate for posts that belong to the focus topics 

EXCERPTS FROM THE LOCATION PROMOTION BLOG
Fokusthema Energie #2: Historisch, gegenwärtig und zukunftsweisend
Fokusthema Energie #4: «Der Kanton Aargau kann mit Zuversicht in die Energiezukunft schreiten»
Fokusthema Digitalisierung #6: «70% der Anbauflächen in der Schweiz könnten von unserer optimierten Düngung profitieren»
Fokusthema digitale Innovationen #8: «Augmented Reality wird in unserem Alltag Einzug finden »
Fokusthema Fachkräfte #11: «Work Life Aargau ist mehr als eine Plattform – es ist eine Community»
EXAMPLES LINKEDIN POSTS 
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