Studying in the Far East

My campus from studying in the Far East

“ Studying in the Far East ” was a campaign designed to inspire West German schoolchildren in particular to study at an East German university. The term "Far East" alludes to the subjective distance many West Germans have compared to the East German states.

The campaign was launched in 2008 by the science ministries of the states of Brandenburg , Mecklenburg-Western Pomerania , Saxony , Saxony-Anhalt and Thuringia under the title “Studying in the Far East” and has since been funded by the Federal Ministry of Education and Research . In 2013 there was a realignment under the expanded title "My Campus of Studying in the Far East" . After a total of eight years, the campaign ended at the end of 2015.

background

In 2007, the federal and state governments concluded the administrative agreement for the first program phase of the 2020 University Pact . The aim of this agreement, which was valid for the years 2007 to 2010, was to offer every student a high-quality place to study with a significantly increasing number of eligible students across Germany. Based on the forecasts available at the time, the second program phase for the years 2011 to 2015 was decided in June 2009.

While the western German federal states and the city states expected significantly more new students, the eastern German federal states expected falling numbers of new students due to demographic change. Brandenburg, Mecklenburg-Western Pomerania, Saxony, Saxony-Anhalt and Thuringia therefore committed themselves in the 2020 University Pact to maintain their existing student places. They then wanted to promote these more in the western German states and city-states.

With the support of the Federal Ministry for Education and Research, the East German states launched the cross-border university marketing campaign “Studying in the Far East”. It should provide information about the advantages of studying at East German universities and thus induce a west-east migration of the university applicants. In this way, the western German states and city states should also be relieved of their efforts to establish new study places.

The first phase of the transnational university marketing campaign of the eastern German states from 2008 to 2012 put the general focus on eastern Germany as a university location. Under the motto “Studying in the Far East”, Gang and Dong, two Asian reporters, toured from city to city and captured opinions and impressions about the “Far East” on film. In the second phase of the campaign, which lasted from 2013 to 2015, the main focus was on providing relevant information and the individual universities. Under the motto “My Campus”, everything revolved around studying, living and working. The focus was on the targeted marketing of the study locations.

University Initiative New Federal States

In 2008 the five eastern German states joined together to form the New Federal States University Initiative. In order to better market the East German universities, the competition for a "cross-border umbrella campaign as well as a joint strategy for marketing the courses and study locations in the East German states" was announced. The advertising agency Scholz & Friends received the order to carry out the first phase of the campaign. In the course of the second phase of the campaign, which began in 2013, the new federal states university initiative was renamed the cross-border university marketing campaign and the communications agency Ketchum Pleon was entrusted with the implementation.

Goals and implementation

The aim of the “My Campus of Studying in the Far East” campaign was to convey the advantages of studying at an East German university, especially to West German secondary school students. She also wanted to encourage more young people from the eastern German states to start studying in their home regions. With a view to the enrollment statistics, the initiators refer to the success of the campaign: The proportion of West German freshmen in the East German states has increased significantly - in some cases by up to 150 percent. In this way, the campaign was intended to contribute to the trend achieved in recent years - since 2010, more young people came to study from the West than left the East - a positive migration balance of new students between East and West from the point of view of the East German states steady.

The cross-border university marketing campaign underpinned its statements with studies, including on the equipment of East German universities, the quality of study at East German universities and the career opportunities of graduates from East German universities.

Participating universities

A total of 43 universities in the eastern German states took part in the campaign.

Brandenburg

• Brandenburg University of Technology Cottbus-Senftenberg
• European University Viadrina Frankfurt (Oder)
• Technical University of Brandenburg
• University for Sustainable Development Eberswalde (FH)
• University of Applied Sciences Potsdam - University of Applied Sciences
• University of Film and Television “Konrad Wolf” - Potsdam-Babelsberg
• Technical University Wildau (FH) - Technical University of Applied Sciences
• University of Potsdam

Mecklenburg-Western Pomerania

• Ernst Moritz Arndt University of Greifswald
• Stralsund University - University of Applied Sciences
• Neubrandenburg University of Applied Sciences
• Hochschule Wismar - University of Applied Sciences, Technology, Business and Design
• Rostock University of Music and Theater
• Rostock University

Saxony

• Hochschule Mittweida - University of Applied Sciences
• Hochschule Zittau / Görlitz - University of Applied Sciences
• Dresden University of Fine Arts
• University of Music Carl Maria von Weber Dresden
• University of Music and Theater "Felix Mendelssohn Bartholdy" Leipzig
• Dresden University of Technology and Economics
• University of Applied Sciences, Economics and Culture Leipzig
• Palucca University of Dance Dresden
• Technological University Bergakademie Freiburg
• Chemnitz University of Technology
• Technical University Dresden
• University of Leipzig
• Westsächsische Hochschule Zwickau - University of Applied Sciences

Saxony-Anhalt

• Burg Giebichenstein University of Art in Halle
• Anhalt University of Applied Sciences
• Harz University of Applied Sciences
• Magdeburg-Stendal University of Applied Sciences
• University of Merseburg
• Martin-Luther-University Halle-Wittenberg
• Otto-von-Guericke University Magdeburg

Thuringia

• Bauhaus University Weimar
• Ernst Abbe University of Jena
• University of Applied Sciences Erfurt - University of Applied Sciences
• Nordhausen University of Applied Sciences - University of Applied Sciences
• University of Applied Sciences Schmalkalden - University of Applied Sciences
• Friedrich Schiller University Jena
• University of Music FRANZ LISZT Weimar
• technical university Ilmenau
• University of Erfurt

Awards

The campaign has won several awards, including the Neptun Award, the PR Report Award 2010 in the Innovative PR Strategy category and the Social Effie 2010 in silver.

Web links

Official website ( Memento of October 13, 2015 in the Internet Archive )

swell

1. ↑ https://mw.sachsen-anhalt.de/themen/hochschulen/hochschulmarketing/hochschul-marketingkampagne/
2. ↑ Administrative agreement between the federal government and the states on the 2020 Higher Education Pact of August 20, 2007
3. ↑ Statistical publication of the Standing Conference: Documentation 176 - Forecast of first-year students, students and university graduates up to 2020, October 2005
4. ↑ State Chancellery Saxony-Anhalt press release No. 352/07: MPK-Ost - East German states want to strengthen universities and research in the East / Prime Minister Böhmer: Promote more universities in the East
5. ↑ http://www.studieren-in-fernost.de/de/meta/pressbereich/pressemitteilungen-kampagne/pm-130516.html
6. ↑ http://www.sachsen-anhalt.de/LPSA/fileadmin/Elementbibliothek/Bibliothek_Bildung_und_Wwissenschaft/Wwissenschaft/Image_Ost/HS_Ma/080318_HS_EUWettbewerb_Bekanntmachung.pdf  ( page no longer available , search in web archives )  Info: The link was automatically marked as defective. Please check the link according to the instructions and then remove this notice.  
7. ↑ Archived copy ( memento of the original from January 21, 2013 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. 
8. ↑ http://www.studieren-in-fernost.de/de/meta/pressbereich/pressemitteilungen-kampagne/pm-120416.html
9. ↑ http://www.che.de/cms/?getObject=5&getNewsID=1183&getCB=212&getLang=de
10. ↑ Archived copy ( memento of the original from January 21, 2013 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. 
11. ↑ Archived copy ( memento of the original from November 14, 2012 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. 
12. ↑ http://www.studieren-in-fernost.de/dms/pressbereich/pressemitteilungen-kampagnenverbindungen/130722_Beteiligte_Hochschulen.pdf  ( page no longer available , search in web archives )  Info: The link was automatically marked as defective. Please check the link according to the instructions and then remove this notice.  
13. ↑ Archived copy ( memento of the original from November 15, 2015 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. 
14. ↑ http://prreport.de/recherche/archiv-pr-report-awards/finalisten-gewinner-2010/
15. ↑ http://www.gwa.de/?id=222&grp=0&order%5b2%5d=0&order%5b3%5d=0&order%5b4%5d=1&filter%5b2%5d%5b%5d=2010