Marketing Campaign with the City of Ulm
Together with the City of Ulm, Eichenberg developed and delivered a comprehensive campaign to launch the Integreat app – from the strategic foundation and visual concept to print materials, social media content, video, city screens, public transport placements and materials for community partners.
About the project
The City of Ulm introduced the Integreat app as a central digital information platform for people new to the city.
The aim was to make this easy-to-access, multilingual service visible throughout Ulm, actively encourage use of the app, and reach both the target audience and key community partners.
Marketing Strategy & Collaboration
The project began with the development of a comprehensive campaign strategy:
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Campaign description, objectives and strategic positioning
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Target audience analysis and targeting
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Communications strategy
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Rollout strategy
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Social media strategy
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Campaign timeline
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Performance measurement
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Sensitivity analysis
The project was collaborative from the outset. In Miro, target audiences, approaches, messages, campaign ideas and content concepts were jointly structured. In Figma, design drafts were accessible to the entire project team from day one – allowing the City of Ulm to review progress, comment on designs and actively help shape the work at any time.
"Working with Eichenberg means reliability, commitment, and a partnership of equals.
I am impressed by their expertise and determination, as well as their open communication, which makes everything very pleasant. It's a collaboration that is a joy to be part of!"
Viviane Nolte
Project Coordinator "Teilhabeförderung für Drittstaatsangehörige" | City of Ulm
Visual Concept and Print Campaign
Based on the strategy, Eichenberg developed a visual concept that connected the City of Ulm’s brand world with the Integreat app.
The aim was a look that felt colourful, friendly and easy to access – appropriate for a diversity and participation project – while remaining clearly municipal, professional and not overly playful.
The blue colour palette referenced the Danube and also blended harmoniously with Integreat’s colours. The City of Ulm’s established tile design was expanded with new symbols reflecting key topics in the app.
Ulm landmarks such as the Ulm Sparrow, the Minster and the city’s typical fog added a local touch.
This visual approach was used to create a range of print materials for different situations:
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Poster designs in various formats
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Smartphone flyers
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Advice guides for community partners
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Postcards with short messages
The materials were used in public institutions, advice centres, neighbourhood and network structures, as well as prominent locations throughout the city.
“The campaign showed how effectively digital services can be supported by high-quality print materials. Seeing people pick up flyers and postcards and discover the app directly through them was a particular success for us.
The creative execution and the consistently pleasant, trust-based collaboration played a major part in achieving this goal.”
Christina Scheel
Project Team Member "Teilhabeförderung für Drittstaatsangehörige" | City of Ulm
Digital Campaign & Social Media
Alongside the print campaign, we created a comprehensive digital campaign. Together with the City of Ulm, we developed a range of digital formats:
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Social media content: carousels, posts, share pics, companion stories, reels and ads
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Content for city screens
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Public transport video formats
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Digital marketing kit for community partners
Each format was designed to work independently while reinforcing the campaign’s central message and visual identity. This created a consistent experience across different platforms, channels and public touchpoints. The social media strategy combined informative content with high-impact, interactive formats. The carousels conveyed key information and offered concrete insights into the app’s content. Reels and companion stories expanded on these themes in ways that were sometimes informative, sometimes playful and always attention-grabbing.
A key priority was actively involving users: in the fog reel, Ulm’s typical fog became an interactive device, inviting viewers to “blow it away” and reveal Integreat as a source of guidance. In the companion story series “Things that suddenly become important in Ulm”, everyday topics in Ulm were explored playfully, turned into interactive questions and then linked to relevant app content.
In addition to social media content, visuals were prepared for city screens and public transport placements. This made the campaign digitally visible not only online, but also in public spaces. The digital campaign complemented the print measures in a targeted way: while flyers, postcards and posters created visibility across the city, social media content and digital screens enabled a more dynamic approach, interactive formats and direct user engagement.
“What impressed me most about the collaboration was this: the campaign was not developed for us, but with us.
Our perspective on the target audience – people newly arriving in Ulm – was taken seriously from the start and shaped every decision.”
Viviane Nolte
Project Coordinator "Teilhabeförderung für Drittstaatsangehörige" | City of Ulm
PR & Video Production
The campaign also included an interview and the production of video and photo content with Lord Mayor Martin Ansbacher.
Eichenberg was responsible for the visual concept and execution of the shoot.
The material was used to create several campaign formats, including an interview with cutaway footage for YouTube and a social media reel. Individual images and sequences from the shoot were also used for further posts and digital communications.
Eichenberg also produced press photos for the campaign. The City of Ulm’s press release, together with this imagery, was picked up and published by several regional media outlets – including Südwest Presse and online media such as DONAU 3 FM, Die Webzeitung Stuttgart and Die Webzeitung Ludwigsburg.
This gave the campaign additional visibility beyond the city’s own channels.
“In the end, we had a campaign that truly fit our project – recognisably Ulm, recognisably Integreat, and clearly focused on people who deserve a good start in our city.
The campaign’s consistency across so many channels significantly strengthened its impact.”
Christina Scheel
Project Team Member "Teilhabeförderung für Drittstaatsangehörige" | City of Ulm
Results
The campaign’s strength lay in the combination of many different measures: strategy, print, social media, city screens, public transport video, the marketing kit, press and photography materials, and the shoot with Lord Mayor Martin Ansbacher were all delivered as one cohesive campaign. The campaign remained visually consistent throughout, while individual designs were adapted to specific channels, formats and situations. Together, these elements created a recognisable presence across the city.
The campaign goals defined in advance were clearly exceeded: app visits reached three times the originally planned target. Social media content also achieved high visibility: posts, reels and stories were viewed, shared and forwarded many times. This generated additional reach beyond the original publication on the city’s own channels.
Throughout implementation, particular care was taken to use accessible, respectful and clear language. Integreat was presented for what the app is designed to do in everyday life: provide guidance, make information accessible and help people get off to a good start in Ulm.
Note: The rights to all materials and visuals shown on this page are held by the City of Ulm. Eichenberg has been granted permission to use them on this client project page. This project was co-funded by the European Union.
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