Innovation, digitalization and sustainability: these three strategic themes are derived from the corporate strategy and come to the forefront of ZEISS communication. They are critical drivers of change in the economy and society and thus also shape the future of ZEISS. Consequently, these three themes are also aligned with company’s overall strategy. ZEISS continues to focus on its innovative strength and digitalization as part of its DNA. In addition, ZEISS embraces sustainability as a responsibility and value driver.
To ensure that these three themes also effectively strengthen the ZEISS Brand and the company's reputation in the general public, we speak with one voice to a broad range of customers, partners, employees and other stakeholders, and thus achieve consistent and transparent communication with sustainable impact.
The ZEISS Content Strategy continues to be further developed based on experiences and learnings. It is available in the Downloads area if you would like to learn more.
Based on the strategy, the relevant focus topics have been defined and content developed for the strategic themes "sustainability", "digitalization" and "innovation." You will find content that you can use for your different channels (e.g. for social media, trade fairs/events, etc.) under the respective strategic theme. The content is updated on a regular basis. Use these assets so that ZEISS can achieve 360 degree communication with maximum impact worldwide.
Visibility: when delivering messages to our ZEISS target groups, we ensure that the target groups see the content.
Awareness: we want to reach the maximum number of people and target them with our messages. We want to generate a high level of interest in corporate topics.
Positive sentiment: our content always aims to generate positive buzz about ZEISS.
We change perspective to provide the target groups defined in the ZEISS Content Strategy with insights into the strategic business units, the commitment and the leading innovative strength of the ZEISS Group. This way, we can reach people wherever they are naturally. Specifically, this means: we do not conceive of content from the ZEISS perspective but prepare it based on the target groups and channels.
To boost the impact of the communication, we consolidate and simplify the large number of ZEISS target groups from the strategic business units into three core target groups:
Health care professionals
Experts from science and industry
Business-to-consumer (B2C)
Along with defining the goals and target groups, the ZEISS Content Strategy encompasses the following content:
Core messages: the strategic communication framework ("message house") is the foundation for one voice communication on strategic themes.
Framework for defining topics: megatrends set the course. We compare these with target groups and topics relevant to ZEISS. The result is the focus topics for ZEISS and for our communication.
Communication tactic and sample annual planning: a matrix shows the mix of all three strategic themes comprising "always-on" and "campaign" content. The content is published on the channels relevant for the target groups.
Media & analytics: ZEISS produces editorial content on different channels. Seeding ensures that this content is provided to the right people at the right place at the right time.. Coming soon.
Content developed as part of the ZEISS Content Strategy is first provided via the ZEISS Brand Portal. Anyone already working with Sprinklr, the ZEISS Content Collaboration tool, can also access the content there. You will find a direct link with the corresponding content.The ZEISS strategic business units and countries (SBUs/SSCs) decide who plans to use which content. At the same time, they are responsible for modifying and preparing the content accordingly. Please observe the following rules:
One traffic light system for everyone
A traffic light system is intended to help simplify localization globally. The different colors illustrate which rules apply when using a particular piece of content. The signals green, yellow and red have the following meanings:
GREEN
CBC provides open data that may be used as is. If the text has to be processed (e.g. translated), this is okay and can be done without further consultation with CBC. However, an alignment is recommended if, for example, the global relevance should be assessed. It is also important that the target message is always the same. Changes based on regional aspects, rules or trends are permitted. The particular SBU/SSC assumes the costs and responsibility.
YELLOW
CBC provides open data that may be used as is. If the text has to be processed (e.g. translated), this is permissible. However, CBC must be informed via brand@zeiss.com. It is important that the target message doesn't change or get lost. Local changes to reflect regional aspects, rules or trends, are likewise permitted. The SBU/SSC assumes the costs and responsibility.
RED
CBC provides closed data that must not be changed. Any changes to this data, e.g. a translation, must be aligned and approved. Please send an email to
brand@zeiss.com. The SBU/SSC assumes responsibility and the costs for modifying the content, the translation and the approval.
Corporate Brand, Communications & Public Affairs