1 Fachhochschule Nordhausen (FHN)

barcode based marketing concept 2 Thuringia Central location in Germany Capital city is Erfurt Approximately 2,3 million inhabitants First documentary mention in 480 as „Thoringi“

barcode based marketing concept 3 Special facts about Thuringia Green heart of Germany Beginning of the German democracy in Weimar Best sausage in germany „Thuringian sausage“ Biggest barrage in Germany „Bleiloch“ Birth place of garden gnomes

barcode based marketing concept 4 Famous persons Martin Luther Johann Wolfgang von Goethe Friedrich Schiller Anna Amalia

barcode based marketing concept 5 Industries Most solar companies are located here Industries produce glass, ceramics, toys, wood, textiles and many products from the metal and machinery Gumpert Apollo, Jenoptik, OPEL, Bosch, …

barcode based marketing concept 6 Nordhausen City in north of Thuringia Near to Harz Approximately inhabitants The city was founded in 927

barcode based marketing concept 7 Nordhausen The most famous product is „Nordhäuser Korn“, a grain spirit The town‘s landmark “Roland“ „Harzer Schmalspurbahn“ operates the largest network of narrow-gauge railways in Europe with daily, historic steam operation

barcode based marketing concept 8 FH Nordhausen Smart University of Applied Sciences with 2000 students Bachelor: Renewable Energy Technology Computer Engineering Environmental and Process Engineering Business Administration Health and Social Services Public Management Social Management Master: Systems Engineering Industrial Engineering and Management Innovation- and Chance Management Public Management & Governance Conferral of a doctorate: In cooperation with other Universities

barcode based marketing concept 9 Goal setting The objective of this project is the development of a new part to complement the new marketing concept for the FHN Based on the tracing of distributed information with barcodes on printable and interactive media

barcode based marketing concept 10 Opportunities of a digital fingerprint? Analysis of the previous strategy Knwoledge about the distribution of promotional materials Investigate the best kind of printable media Development of new strategies to get attention from potentiel students

barcode based marketing concept 11 Kinds of barcodes Code means an encryption from numbers and letters to a different kind of graphic With an optical reader a automated processing is possible to encode information Different printing possibilities depend on the application Most common is the EAN13

barcode based marketing concept 12 Usage of barcode EAN13 European Article Numbering (EAN) Identifier for products and goods Possible symbols are 0-9 with a fixed length 12 numbers to declarate articles / 1 number to check

barcode based marketing concept 13 Class A - 1 dimension Linear sequence of bars and spaces Examples: EAN, UPC, Code 128 Usage for labels in trading business, monitor production steps

barcode based marketing concept 14 Class B - 2 dimensions Vertical and horizontal information data Differentiation from real array-codes and stacked 1D-codes Usage for e-tickets, franking letters

barcode based marketing concept 15 Class C - 3 dimension Storing information (vertical, horizintal, colour) Today there is little utilization Different kind of developments

barcode based marketing concept 16 Class C - 4 dimensions Additional time – dependent variable structures More storable information Software for mobile phone analyze sequence

barcode based marketing concept 17 Class C - 4 dimensions

barcode based marketing concept 18 Goals Following encoded information material Selecting handed out information material: –Analysis of the currently used advertising and its effects –Determining the distribution areas –Finding out where advertising can be improved –Developing concepts for recruiting new students –Advertsising at places where the FH Nordhausen is unknown

barcode based marketing concept 19 Marketing Concept: Realization Adding to the online application form: changes every day Printing on posters/ flyers Arranging on exhibitions

barcode based marketing concept 20 How does it work? Take a picture by camera (2D) Record from digital sources like the internet (4D) Sending an / SMS/ MMS enclosing recorded code to public gateway

barcode based marketing concept Analyzing Improving the marketing and get the feedback Which posters/ flyers are most efficient? Exhibitions: What about the interested students? barcode based marketing concept 21

barcode based marketing concept 22 Attraction Problem: nobody will work for nothing System of attraction lottery → every code linked to a lottery number benefit → exemption from semester fees, coupons for books etc.

barcode based marketing concept 23 Conclusion For our university a completely new instrument will be created. Detailed solutions must be found to give an attraction to the students to participate in the system. It would be a great marketing possibility if the administration of the FHN implements this project and therefore agrees to pay the fees of one student annually. No other university has this concept → innovative

barcode based marketing concept 24 Thank you for your attention!

25 Fachhochschule Nordhausen (FHN)