The BGHW intends to continue and further develop its cross-media communication concept around the HUNDERT PERCENT media family. In addition to editorial and design support, the task also includes the technical continuation, service and maintenance of the homepage and the e-magazine in Typo3. In addition, suitable and specific design guidelines for digital and printed media as well as prevention products are to be developed and implemented in compliance with the corporate design of the statutory accident insurance (Annex 1).
The positioning of the BGHW is based on the following three strategic approaches:
-the communication principle "From information to dialogue", which stands for the digital strategy of the BGHW,
-the corporate principle of the BGHW "Helping people, giving security", which outlines the self-image and the task of the BGHW as well as
-the international prevention strategy of "Vision Zero", according to which serious and fatal accidents at work and on the way to and from work should be brought to "zero".
target group
The target group consists of entrepreneurs from micro-enterprises, who make up 95 percent of the BGHW's member companies. In larger companies, the contact persons of the BG are usually safety officers and occupational safety specialists.
Companies from the retail and wholesale trade and goods logistics are insured with the BGHW. The variety of industries is immense. These are companies such as a food market, discounter, kiosk or fashion store, but also large trading groups, steel trade, livestock trade and port handling.
Evaluation of target groups:
In particular, the BGHW wants to reach the target group of entrepreneurs. However, representatives of this target group are often sceptical about the BG. They reluctantly pay the membership fees, but do not understand what is included, namely the release of liability in all cases of damage as well as a lot of offers from the consulting by the field service, media, training offers, research as well as the best medical care for the insured in specialized clinics and the regaining of social participation. The target group of safety officers and occupational safety specialists are usually open to offers of the BGHW and have at least basic knowledge of the tasks and services of the BGHW.
Communicative goal:
The target group of entrepreneurs (sceptics and interested parties), but also of professionals (SiBe and Sifa) should better understand the tasks of their employers' liability insurance association, its function and significance. They should receive suggestions on how they can make their everyday working life safe and healthy, and they should learn how the BGHW supports them with free offers.
These target groups should see the media of the BGHW as an informative offer that supports them in their everyday work. The sceptical entrepreneurs should see that their membership fees are used sensibly in the sense of the solidarity community. The question "What's in it for me?" should be answered clearly in the media for this target group.
Strategic change of perspective with one hundred percent:
In the strategic preparation of the relaunch of "One Hundred Percent", various recipient types were worked out with the help of a maturity model, which were classified according to motivation and information needs. This change of perspective has changed the view of the target groups (see Annex 2).
The challenge:
The challenge is to reach the different maturity types with a tailor-made approach and satisfy their information needs individually. What is still quite simple with the committed occupational safety and health workers is a challenge in the category of those who know nothing about the BGHW and do not want to know ("ignorant extra").
Implementation:
The approach according to the maturity model is basically very good and sensible. However, the BGHW-skeptical entrepreneurs remain a problem target group. They belong to the category "The ignorant extra". Reaching them is still difficult.
Future tasks:
Readjust the offers for the maturity types and deal even more intensively with the problem target group of skeptical entrepreneurs.
The main target groups for the content of the website and the magazines are:
E-Magazine & Newsletter:
Entrepreneurs from member companies of the BGHW (industry: trade and goods logistics), insured persons of the member companies, persons responsible for occupational safety and health (occupational safety specialists and safety officers), the public, the media.
The e-magazine is intended to address the following according to the maturity model:
-"The ignorant extra": no previous knowledge
-"The reacting spectator": a little more awareness and interest in occupational safety
-"The calculating participant": basic interest and understanding of occupational safety issues
-"The proactive implementer": he knows his way around, acts independently and motivates.
Printmagazin:
Occupational health and safety specialists. The print magazine is a reward for their commitment. Maturity Model Type:
•"The dedicated driver": Absolute experts. Occupational safety is lived in their companies. Occupational safety is firmly anchored in the corporate culture.
Social Media:
•Facebook and Instagram: "Ignorant extras" and "Reacting spectators", including employees in trade and goods logistics, sometimes also security officers and potential new specialists (employer branding)
•Twitter: "Proactive implementers" and "committed drivers", including entrepreneurs, those responsible for occupational safety and health. But also media and associations.
•Xing and LinkedIn: "Proactive implementers" and "Committed drivers", including entrepreneurs, managers, works councils, those responsible for occupational safety and health. But also potential new specialists (employer branding).
Further target groups for the website:
•Seminar participants (subgroup of entrepreneurs and health and safety officers)
•Insured persons from member companies of the BGHW
•Self-administration of the BGHW
•Employees of the BGHW
•Relevant associations and policies
•Works councils
•Potential new skilled workers
•Press
The most important target groups for the communicative external appearance of prevention are:
•Entrepreneurs
The issue of occupational safety and health is often not seen from a priority point of view, but rather as an unnecessary effort, since they are not aware of the existing dangers and are subject to the prevention paradox. Active action usually only takes place as a result of an event (e.g. accident) and is rarely actively approached under preventive aspects, also in the sense of a culture. True to the motto "As long as nothing happens, nothing has to be done." Even their legally prescribed responsibility is often assumed by entrepreneurs only after a visit to the BGHW or the occurrence of a damage event.
•Occupational safety specialists
The expertise of the BGHW represents an important basis for action for the work of occupational safety specialists. They see the BGHW as a partner and supporter of their work and, conversely, are the extended arm of the BGHW in the companies. The more tailor-made the offers and services are for practical implementation in the companies, the more likely they are to be applied by the operational actors.
•Security administrator
Safety officers act as multipliers vis-à-vis employees and are intended to ensure that colleagues behave in a safety-oriented and health-conscious manner through their presence and role model function as well as through their collegial influence. In their function, the safety officers work exclusively on a voluntary basis and, like the occupational safety specialists, depend on the information and offers of the BGHW in the fulfilment of their tasks.
Other target groups include specialists and managers, works councils, occupational physicians and insured persons.
Roles:
In order to fulfil the following services, the contractor shall provide BGHW with a permanent core team over the term of the contract. This includes specialists from the field of corporate publishing, consisting of the main contact person (senior consultant), the senior strategist and other supervising employees who have already been defined in the tender process.
In addition, the client expects participation in regular editorial, technical and organizational routines. These routines should take place once a week. The presence of the Senior Consultant or Managing Editor is mandatory.
Retrievable services: BGHW Magazine, Newsletter, Website, Social media, Communicative external appearance Prevention, controlling, analysis and further development of BGHW media offerings, content management system, customer database, hosting and operation, system services