{"id":7343,"date":"2025-01-29T16:02:23","date_gmt":"2025-01-29T14:02:23","guid":{"rendered":"https:\/\/sapera-studios.com\/project-rki\/"},"modified":"2026-10-16T12:29:41","modified_gmt":"2026-10-16T10:29:41","slug":"project-rki","status":"publish","type":"page","link":"https:\/\/sapera-studios.com\/en\/project-rki\/","title":{"rendered":"Project: RKI"},"content":{"rendered":"\t\t
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\n\t\t\t\t\t\t\t\t\t\t\"RKI-Case:\t\t\t\t\t\t\t\t\t\t\t
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Client<\/strong><\/p>

Robert Koch Institute<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Topic<\/strong><\/p>

Communications<\/p>

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Communications Strategy<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Robert Koch Institute & Federal Ministry of Health<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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For the Robert Koch Institute (RKI) and the Federal Ministry of Health (BMG), we developed a holistic communications strategy for the study \u201cHealth in Germany.\u201d Through close collaboration and a series of workshops, we jointly carried out a thorough analysis, examined the study\u2019s environment, identified key target groups, and crafted clear, memorable messages. This close collaboration laid the groundwork for a tailored and effective communications strategy.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Task<\/strong><\/p>

Develop a communications concept to increase awareness and participant numbers for the study \u201cHealth in Germany (GID),\u201d with the goal of reaching 100,000 participants by 2025. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Solution <\/strong><\/p>

Development of a workshop, environment analysis, target group definition, brand positioning, communications strategy, campaign, PR, and crisis communications concept.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Services<\/strong><\/p>

Communications strategy,
brand strategy,
content strategy,
stakeholder mapping.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Target Group Analysis\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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For the study, we conducted a comprehensive target group analysis tailored to the specific needs and interests of the various audience groups. Through precise segmentation and detailed profiling of the target groups, we gained key insights that enable targeted outreach. The focus was on defining communication channels that match the different lifeworlds and information needs of each target group.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Click a step to see its description<\/div>\n
\n \n <\/rect>\n STRATEGY PROCESS<\/text>\n From situation analysis to tactical implementation<\/text>\n GOAL: 100,000 PARTICIPANTS BY 2025<\/text>\n\n \n <\/rect>\n 01<\/text>\n <\/g>\n <\/g>\n \n <\/rect>\n 02<\/text>\n <\/g>\n <\/g>\n \n <\/rect>\n 03<\/text>\n <\/g>\n <\/g>\n \n <\/rect>\n 04<\/text>\n <\/g>\n <\/g>\n \n <\/rect>\n 05<\/text>\n <\/g>\n <\/g>\n \n <\/circle>\n <\/rect>\n <\/line><\/line>\n <\/circle><\/line><\/g><\/svg><\/g>\n Situation<\/tspan>analysis<\/tspan><\/text>\n <\/g>\n <\/g>\n \n <\/circle>\n <\/rect>\n <\/line><\/line><\/line>\n <\/path><\/path><\/g><\/svg><\/g>\n Objectives &<\/tspan>key messages<\/tspan><\/text>\n <\/g>\n <\/g>\n \n <\/circle>\n <\/circle><\/circle><\/circle>\n <\/circle><\/circle>\n <\/line><\/line>\n <\/line><\/line><\/g><\/svg><\/g>\n Positioning<\/tspan>of the brand<\/tspan><\/text>\n <\/g>\n <\/g>\n \n <\/circle>\n <\/path><\/path>\n <\/circle><\/path>\n <\/circle><\/path><\/g><\/svg><\/g>\n Audience<\/tspan>engagement<\/tspan><\/text>\n <\/g>\n <\/g>\n \n <\/circle>\n <\/rect>\n <\/line><\/line>\n <\/path><\/circle><\/g><\/svg><\/g>\n Tactical<\/tspan>implementation<\/tspan><\/text>\n <\/g>\n <\/g>SERVICES DELIVERED<\/text><\/rect>Workshop<\/text><\/rect>Environment analysis<\/text><\/rect>Audience definition<\/text><\/rect>Brand positioning<\/text><\/rect>Communications Strategy<\/text><\/rect>Campaign<\/text><\/rect>PR<\/text><\/rect>Crisis communications concept<\/text><\/svg>\n
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01<\/div>\n

Situation analysis<\/h3>

Analysis of the starting point: evaluation of the communication environment and the existing perception of the study \u201eGesundheit in Deutschland\u201c (Health in Germany) as the basis for the further strategy.<\/p><\/div>\n <\/div>

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Objectives & key messages<\/h3>

Definition of communication objectives and development of concise core messages that convey the study clearly and convincingly.<\/p><\/div>\n <\/div>

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Brand positioning<\/h3>

Positioning the study within health policy communication \u2013 clearly anchoring the core messages with the relevant stakeholders.<\/p><\/div>\n <\/div>

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Audience engagement<\/h3>

Segmentation and profiling of the target groups (personally affected, educated public-spirited, adaptive pragmatists) and definition of suitable communication channels for each segment.<\/p><\/div>\n <\/div>

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Tactical implementation<\/h3>

Implementation via social media strategy, content plan, activation campaign and landing page \u2013 including PR and a crisis communications concept.<\/p><\/div>\n <\/div><\/div>\n<\/div>\n