International Marketing Week in Künzelsau 07 12 April 2013 Social Media Concept for the Mercedes-Benz G-Class Practical information for students Daimlerstraße 35 74653 Künzelsau Phone.: +49 /7940/1306-241 or 243 Facsimile: +49 /7940/1306-201 joachim.link@hs-heilbronn.de daniela.dijkstra@hs-heilbronn.de susanne.paschke@hs-heilbronn.de www.hs-heilbronn.de
1. Workshop Within the workshop of the International Marketing Week you will work on a social media task for the Mercedes-Benz G-Class. The task is to come up with creative ideas of social media activities, which fits the brand and the legendary character of the G-Class in order to create interesting, surprising content for the G-Class community. It is up to you to decide what kind of social media instruments you want to use. You can be as creative as possible to get the target group of the G-Class attracted by your social media activities. The Mercedes-Benz G- Class Division hires you to come up with a creative and exciting social media concept. Assignment of tasks What we expect In order to familiarize yourself with the topic and be ready for the task ahead, you have to write 3 pages about the topic of the week on your own. You will get more information about this pre-assignment after having sent your registration form to. The written paper must be submitted on the first day of the International Marketing Week (08 April 2013) The details concerning the project will be explained to you at your first day by the responsible Mercedes-Benz manager. In addition to the briefing you ll visit the Mercedes-Benz museum in Stuttgart to get acquainted with the Mercedes-Benz brand values and you ll experience the Mercedes-Benz G-Class in an outdoor driving experience. With this input you are ready to develop a suitable social media concept that each team will present at the end of the marketing week, together with the reasoning behind it. A professional jury will evaluate your ideas and the best one will be awarded a prize. The best about the project of this year s marketing week is, that we will do an online evaluation via facebook as well. After the marketing week all projects are presented on the official fanpage of the G-Class and the community is ask to comment, like and share each project. The project with most viral reach will get an additional Audience Award. Check it out where your work can be admired at www.facebook.com/mercedesbenzgclass. In addition to the workshop we will offer a diversified leisure program and different fun activities during the week. 2
2. Program Sunday, 07 April 2013 All day until 18.00 20.00 Arrival at youth hostel in Schwäbisch Hall Welcome beer in Schwäbisch Hall at the pub Zum Löwen (Meeting point: lobby youth hostel 19.45) Monday, 08 April 2013 09.00 hostel 08.45) 09.30 11.30 Official welcome, university presentations, forming of the international teams 11.30 12.00 University Tour RWH 12.00 13.00 Lunch 13.00 15.00 Mercedes-Benz Briefing 15.00 15.30 Break 15.30 17.30 Team Session 17.30 20.00 International Evening at University Cafeteria 20.00 Bus shuttle to Schwäbisch Hall + free student evening Tuesday, 09 April 2013 07.30 09.30 Field trip: Departure to Stuttgart (Meeting point: lobby youth hostel 07.15) 09.30 14.30 Driving Experience Event Steinbruch Lämmerbuckel 14.30 16.00 Bus shuttle to Mercedes-Benz Museum 16.00 17.15 Visit of Mercedes-Benz Museum 17.15 20.00 Spare time in Stuttgart 20.00 21.30 Return back to Schwäbisch Hall + free student evening Wednesday, 10 April 2013 09.00 hostel 08.45) 09.30 12.00 Team Session 12.00 13.00 Lunch 13.00 15.30 First Concept Presentations 15.30 16.00 Bus Shuttle to Sports Event 16.00-20.00 Sports Event (Human Table Soccer Tournament) 20.00 Bus shuttle to Schwäbisch Hall 21.30 Bus shuttle to Künzelsau (Meeting point: lobby youth hostel 21.15) 22.00 open end Student party 3
Thursday, 11 April 2013 09.00 hostel 08.45) 09.30 12.00 Team Session 12.00 13.00 Lunch 13.00 19.00 Team Session 19.00 Bus shuttle to Schwäbisch Hall + free student evening Friday, 12 April 2013 08.30 hostel 08.15) 09.00 12.45 Team Presentations & Evaluation by Jury 12.45 13.30 Lunch 13.30 15.00 Prize Giving Ceremony 15.00 Bus shuttle to Schwäbisch Hall Departures 3. Leisure Program International Evening One of the main objects of the International Marketing Week is to experience internationality and different cultures. For this reason on Monday, 08 April 2013, we will organise an International Evening, where you will have the opportunity to learn to know each other. Each of you should bring sweeties or desserts that are typical for your home country. Student Party Künzelsau is famous for its lively student parties. You will join a party on Wednesday evening together with the German and international students - and you will have a lot of fun. Sports Event (Human Table Soccer Tournament) On Wednesday, 10 April 2013, a sports event will take place. However, you do not need a lot of athleticism to take part, in fact fun and teamwork are much more important. We will organize a small competition and the winners will be awarded a prize. 4
Visit of Mercedes-Benz facilities in Stuttgart Visit our capital of Baden-Wuerttemberg: Sightseeing City of Stuttgart G-Class Offroad Experience 4. Participation Fees, Registration and Cancellation The participation fees for the International Marketing Week are 170 Euros per student. This price includes accommodation for five nights (Sunday, 07 April until Friday, 12 April 2013), local transport, most of the meals mentioned in the program and all social activities. Each student has to participate in the whole program. Arrival is on Sunday, 07 April 2013, until 6.00 p.m. in the evening. If you want to participate in the International Marketing Week, please complete the attached registration form and return it to the responsible professor or lecturer of your university before 1 February 2013. Moreover, please transfer the participation fees of 170 Euros as well in advance to your own university who will pay the aggregate amount to Reinhold Würth University. In case of a cancellation from the part of the student the registration fee will not be refunded. 5
5. Accommodation All international students will be accommodated at the following youth hostel in Schwäbisch Hall, which is about 20 kilometers from Künzelsau and offers a lot of spare time activities. The youth hostel is located near the town center, the rooms are mostly four- or six-bed rooms, bed linen are provided, you should bring your own towels. There will be a daily shuttle bus from Schwäbisch Hall to in Künzelsau and back. Youth Hostel Schwäbisch Hall Langenfelder Weg 5 74523 Schwäbisch Hall Phone: +49/791/41050 Email: info@jugendherberge-schwaebisch-hall.de www.jugendherberge-schwaebisch-hall.de 6. Arrival Arrival by bus and train Destination station is Schwäbisch Hall-Hessental, where a pick up service from Reinhold Würth University will be waiting for you. Arrival by car In order to reach Schwäbisch Hall you can take the main road B 14 Stuttgart-Nürnberg or B19 Ulm-Würzburg or the motorway A6 Heilbronn-Nürnberg. If you take the motorway A6, take the exit No. 42 (Kupferzell) and take the B19 direction Schwäbisch Hall. 6
Arrival by airplane and train Destination airport is Stuttgart, then take the train to Schwäbisch Hall-Hessental, where a pick up service from will be waiting for you. If you travel with public transport please indicate your arrival place and date on the registration form. This information is important for the organisation of our pick up service. 7. What to bring... Sweeties and desserts for the International Evening Sports clothes for the sporting event and for the offroad driving experience Some money for your spare time Laptop (if available) Short Power Point presentation about your university 8. Contact persons If you have any questions please contact our office: Mrs. Paschke Phone: +49/7940/1306-243 Facsimile: +49/7940/1306-201 Email: susanne.paschke@hs-heilbronn.de Mrs. Dijkstra Phone.: +49/7940/1306-241 Facsimile: +49/7940/1306-201 Email: daniela.dijkstra@hs-heilbronn.de 7