With its claim ‘Dein Weg.’ (‘Your path.’), the university speaks to its students. A claim that emphasises the special nature of the development of each and every student. An emotionality that is lost in the rather factual and informative communication of the university. With honest and unscripted statements from students, we create communication at eye level with prospective students. At the same time, honesty and shedding light on things that students like less about their student life also creates a basis for deciding whether studying is the right path for the person in question. This understanding of the university for the needs and thoughts of prospective students is an important step towards a connection that inspires and convinces.

The enrolments also show how well this has worked: We were able to break the downward trend of previous years and inspire the university as a customer. In 2024, we were able to build on these successes with a new campaign.