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New ways of internal digital communication for Wienerberger

March 6, 2023

In the business field project of the Master’s program in Communication Management, the students developed well thought-out strategies around the launch of an app for employees with limited access to smartphones.

Wienerberger AG successfully combines many years of company tradition with innovation. This also applies to corporate communications. In order to keep its finger on the pulse of the digital age in internal communications, the company commissioned the students from the part-time Master’s program in Communication Management at FHWien der WKW to design creative and strategic communications concepts for the introduction of an internal app. These were to include both communicative support for the app launch itself and editorial content for the new channel. The particular challenge here was the target group of “blue collar workers” to whom the app was to be directed. This group of employees rarely owns a company cell phone and has no access to their smartphone during working hours.

Trust in „Next Experts“

For innovative concepts, the client relied on ideas from the new generation of communications experts at FHWien der WKW. Working in small groups, the students developed concepts that translate new trends from theory into practice and at the same time convey the strong corporate philosophy of Wienerberger AG. In the process, the teams were accompanied in coaching sessions by instructors with many years of industry experience in the areas of corporate communications, market research, budgeting and moderation.

In regular exchanges with Wienerberger AG experts, the students finalized their concepts, which combine offline and online channels in a way that is appropriate for the target group. For example, they focused on trendy topics such as chatbots or QR codes, while classic measures such as various types of printed matter were not neglected.

Successful cooperation

“The cooperation with FHWien der WKW was really very good. Even during the interim presentations, there were great conversations and questions, where we were able to sharpen a few things. The final presentations were the crowning glory of a successful collaboration,” says client Sarah Rebecca Keiler, Communications & Employer Brand Manager at Wienerberger, about the joint project.

Hilda Helyes, teacher and head of the business field project, was also enthusiastic:

“We had a particularly exciting project with Wienerberger because the task was not easy. The students mastered the implementation perfectly. Already in the coaching sessions, we saw step by step how the students increasingly got into it and gave their best.”

>> Learn more about the Master’s program in Communication Management