Digital | Campaign

Online Marketing for the Accessibility Advisory Office

Client:

Bavarian Chamber of Architects – Online Marketing

Industry:

Public sector, construction, authorities, social

Partnership:

Since 2022

“We want to make the range of services offered by the Accessibility Advisory Office better known. And reach a new audience. And generate direct inquiries for consultation appointments. And raise awareness. For this, we are looking for a consultant to develop a strategy for us and then an online marketing agency that covers all facets of digital marketing – SEA, SEO, social media marketing – and essentially acts as our outsourced marketing team.”

The Accessibility Advisory Office of the Bavarian Chamber of Architects found exactly that in us. The goals were clear – and we had free rein to set the course. This makes the Accessibility Advisory Office an ideal client for us, since the collaboration requires virtually all aspects of digital marketing: developing an integrated online marketing strategy, defining KPIs, creating a content strategy and content plan, setting up social media channels (LinkedIn, Facebook, Instagram), and independently implementing all measures.

The Client

The Accessibility Advisory Office of the Bavarian Chamber of Architects offers free and neutral initial consultations on all aspects of accessibility – physical, digital, and linguistic. The service is aimed at private individuals as well as professionals such as architects, planners, companies, authorities, and municipalities. With 18 locations across Bavaria, the Advisory Office has a strong regional presence and works closely with local partners such as self-help associations, municipal disability officers, and housing advisory centers. Supported by the Bavarian State Ministry for Family, Labour and Social Affairs, it is a central pillar of the “Bavaria Barrier-Free” program.

Die Zielgruppe

Die Antwort auf die Frage, wen wir ansprechen wollen, ist einfach: Alle in Bayern. Denn Barrierefreiheit geht jeden an. Die ausführlichere Antwort ist etwas komplexer. So wollen wir ein möglichst breites Publikum erreichen und ein Bewusstsein für die Notwendigkeit von Barrierefreiheit schaffen. Zudem haben wir drei spezielle Zielgruppen, die wir explizit erreichen wollen:

Betroffene, Privatpersonen, Bauherren, Ratsuchende, Angehörige von Betroffenen
Architekten, Innenarchitekten, Landschaftsarchitekten, Stadtplaner, Ingenieure, Handwerker
Öffentliche Einrichtungen, Kommunen, Kirchen, Träger von Pflegeeinrichtungen

Die Aufgabe

Ende 2022 arbeiteten wir eine umfassende Digitalstrategie aus, die im Zentrum die Webseite der Beratungsstelle hatte und flankierend Push- und Pull-Kanäle einbindet: Technisches und redaktionelles SEO, Suchmaschinenmarketing (SEA), Aufbau eigener Social Media Präsenzen auf LinkedIn, Facebook und Instagram. Und seit 2023 setzen wir die Strategie erfolgreich um, um die strategischen Ziele zu erreichen: Bekanntheit steigern, ein Bewusstsein für Barrierefreiheit schaffen, Interesse zu wecken. Rat zu geben, aufzuklären.

Our Services

SEA: Setup of various campaigns (PMAX, Search, Display)
LinkedIn: Organic content and various paid campaigns (awareness, follower growth, appointment booking)
Facebook: Organic content and paid campaigns
Instagram: Organic content and paid campaigns
Content: Text, image, animation, video
Tracking: Central dashboard – integrating various data sources such as Matomo, GA4, Fathom, and SEMrush

The Results

LinkedIn: Establishment and growth of the LinkedIn presence and follower community, reaching 1,000 relevant followers from Bavaria. The organic engagement rate stands at an impressive 9.2%, with paid engagement at 1.6%. In addition, more than 4,000 clicks to the respective landing pages in 2024 speak for themselves.

Facebook / Instagram: Establishment and growth of the Facebook/Instagram presence, building a community of 1,500 fans from Bavaria. The total reach in 2024 exceeded 1 million – awareness hardly gets any higher.

SEA: Google rates our ads as nearly perfect – no surprise, with a click-through rate of 21% and a cost-per-click of €0.34, these are outstanding figures.

Website: Success in numbers: over 95,000 visitors in 2024, an average time-on-site of 1:58, and 4,336 downloads.

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