As part of their project work, three prospective "state-certified business economists" from the vocational school for business administration (Max Weber School Giessen) have compiled results on the advertising effectiveness of Stadtwerke Giessen AG's (SWG) sponsorship of selected sports clubs. Since September 2007, Matthias Petri, Micaela Rotter and Anika Schäfer, under the guidance of their teachers Leopold Lukaschik, Dennis Rothmann and Antje Franzen, have been analysing the profitability of SWG's sponsorship measures. On 11 April, the project group presented their findings to Ina Weller, Head of Marketing and Sales. Those responsible at the Max Weber School and employees from the marketing and sales department listened with interest to the skilful Power Point presentation by the budding business economists
Objective
The aim of the project was to analyse the profitability of the resources used in relation to the perception of the municipal utilities. It was important for the Giessen-based energy and water supplier to find out whether SWG's commitment had an impact on spectators at sporting events. In order to achieve their goal, the project group developed criteria to test the effectiveness of SWG's sponsorship measures at four different clubs and put these into practice with the help of a survey.
A total of 125 people between the ages of 18 and 65 were surveyed.
With the evaluation of the project work and the successful presentation, the project group not only scored points with their teachers, but also impressed those responsible at Stadtwerke Gießen. Thanks to the successful completion of the project, SWG will be able to flexibly compare its individual advertising measures with one another and utilise any potential for improvement.
Outlook
With this project, Matthias Petri, Michaela Rotter and Anika Schäfer have laid the foundation for further cooperation between the Max Weber School and the municipal utilities. The next project work at the Max Weber School is certainly already planned.
Competition
All respondents had the opportunity to take part in a competition to win vouchers from the SWG shop with a total value of 270 euros. The winners were: Heinz-Josef Lennartz (Staufenberg), Jannik Müller (Grünberg), Claudia Erb (Buseck), Reinhold Faber (Linden), Anja and Peter Tietböhl (Langgöns), Peter Schreiner (Reiskirchen), M. Berg (Grünberg), Jennifer Will (Staufenberg), Pia Trappmann (Hüttenberg) and Friedel Hedrich (Grünberg). Stadtwerke congratulates all the winners and wishes them lots of fun choosing the SWG shop items.