"Jena and you - that's a match!" - City of Jena advertises for registration of main residence in presence again

"Jena and you - that's a match!" -
City of Jena advertises for registration of main residence in presence again

Head of Finance Benjamin Koppe draws a positive balance - City sticks to training bonus

Under the slogans "Jena and you - it's a match" and "Fall in love with Jena again", Jena promoted the registration of main residence in Jena and welcomed new students and trainees to the city for the winter semester. Once again this year, the student communications agency "Goldene Zwanziger" was commissioned to carry out the campaign. For the first time in two years, the "Goldene Zwanziger" were once again able to promote the main residence campaign with various activities on campus. From 01.10.2022 to 31.11.2022, the city of Jena recorded a total of 1,940 new registrations, of which 1,479 new residents (main residence registration rate 2022: 76.20%; 2021: 75.10%; 2020: 70.83%) chose Jena as their main residence and thus declared Jena their new home.

Head of Finance Benjamin Koppe (CDU) draws a pleasing balance: "During this year's main residence campaign of the city of Jena, 1,479 young people between the ages of 18 and 30 officially made Jena their new home. We can be satisfied with this result after the previous coronavirus years and against the backdrop of falling student numbers. We want to continue with our positive incentive system of the training bonus of €120. The campaign in conjunction with the training bonus are integral components for the city to attract young people to the city in the long term. We want to make our contribution to strengthening the scientific location with the renowned Friedrich Schiller University and Ernst Abbe University of Applied Sciences and counteracting the shortage of skilled workers."

For every additional inhabitant, the state allocations in the municipal financial equalization system will increase: the key allocations for municipal tasks will increase by € 985 per inhabitant in 2023, the key allocations for district tasks by € 501 and the additional burden equalization for tasks in the transferred sphere of influence by € 179. This means that additional annual income of € 1,665 per new citizen can be expected.

Jena and you - a match

For many students, starting university also means moving to a new city. After more than two years of a pandemic situation, most lectures and seminars are taking place in person again this year. This year, first-semester students were finally able to start their new phase of life with a normal study routine again.

The campaign aims to inform first-year students and trainees about the advantages of registering their main residence and motivate them to officially make Jena their home. Through the new registrations, the city of Jena gains diversity and can also maintain its status as a major city. As an additional incentive, a training bonus of €120 is offered, which many students and trainees see as a special concession from the city. After a two-year break due to the pandemic, a two-week campus doctorate was held again this year at both Friedrich Schiller University and Ernst Abbe University. However, the experience gained from previous online campaigns was also put to good use.

The online campaign was implemented by maintaining social media channels, placing advertisements and online collaborations. Attention was also drawn to the main residence registration offline. Among other things, flyers were distributed in halls of residence and in various first-year bags. Posters and banners at Friedrich Schiller University and Ernst Abbe University of Applied Sciences as well as in Studierendenwerke Thüringen facilities were used to reach the target group.

Posters and Ströer billboards were also used to advertise the main residence. With the theme "Jena and you - it's a match", the Golden Twenties emphasized Jena's attractiveness and tried to get students and trainees to fall in love with Jena. The posters and postcards produced included the slogan "Fall in love again in Jena - with your main residence". At the same time, posts were created for the social media channels Facebook and Instagram (@hauptwohnsitz_jena & @jena_guide). By highlighting the sights of Jena and various date ideas in Jena, the accounts stood out and inspired followers for the city.

The posts, posters and postcards were characterized by the uniform design of a dating app profile. As students and trainees were the campaign's target group, the main focus was on the modern and contemporary character of the campaign. The campaign was also enhanced by competitions, such as the prize draw for vouchers for the Zeiss Planetarium Jena and Kabuff Jena.

About the Golden Twenties

The "Goldene Zwanziger" communications agency was founded in 2003 by students at Friedrich Schiller University and has been responsible for the conception and implementation of the annual main residence campaign ever since. The agency currently employs around 15 freelance students from a wide range of disciplines. Strategic planning, market research, research, traditional advertising, below-the-line communication and public relations are among the team's areas of expertise. The first student agency of its kind in the new federal states offers interested parties a platform to get a taste of practical experience away from everyday university life.