Alpenverein OEAV.CZ
The OEAV.CZ office has been representing the Austrian Alpine Association Alpenverein in the Czech Republic since 1998. In 2019, more than 9,000 people used the services related to membership and insurance.
Koncepto provides a complete marketing service, including the design and implementation of a marketing and business strategy, with which in 2011 we remade the stagnant turnover and overall position of the company on the market. A unique selling point is the large number of benefits and discounts that members can use as part of the annual membership fee.
The services provided on an ongoing basis include: strategy, branding, design, content, social media, e-mailing, PPC.
Cooperation since 01/05/2010 until now.
Logo and visual identity
Alpenverein's visual style is based on a precise logo manual created on the 150th anniversary of the association's founding and delivered by its headquarters in Innsbruck. In practice, the individual representations in graphic design receive a relative freedom, and so our graphic studio also builds on the work of Austrian colleagues. However, the basis of the cooperation are strict rules about handling the logo, color scale, font and other, precisely defined elements.
Yearbook of Alpenverein 2018
64 pages of articles, photographs from the world of mountains supplementing information about the Austrian Alpine Association Alpenverein formed the content of the most extensive promotional publication in the history of the company OEAV.CZ until 2018. As the official representative of Alpenverein in the Czech Republic, it presents with dignified material not only its above-standard services, but also a number of business partners from Austria, Switzerland and the Czech Republic.
We not only proposed the concept, but also negotiated it with foreign destination agencies and other authors of the articles. Translations and subsequent stylization of texts, as well as the processing of photographs, preceded the typesetting and pre-press preparation itself.
Our graphic designers designed a modern look and also chose offset paper, which we use to get out of the experienced model "glossy-matte chalk". Tactile perception is another element that can significantly affect the overall impression of the final work.
In addition to the website, the yearbook has thus become a key promotional tool on which the client's entire marketing strategy is based.
Web pages OEAV.CZ
In 2016, we launched a completely new website created in RS Drupal. Already in the first year of operation, concerns about whether such an expensive investment would pay off were completely dispelled. Thanks to the correct responsiveness and processed SEO optimization, organic traffic increased by almost 30% in the first year of operation!
In addition to the relatively rough structure of the presentation part, the website mainly contains forms connected to an extensive database and the administration system of all customers. The implementation of a payment gateway for immediate payment of the ordered service was revolutionary in this case.
Marketing strategy
The most important crossroads was the year 2010, when the decision was made to develop a completely new marketing plan and communication strategy in parallel with a completely different way of handling the customer. This was followed by considerable investments in new websites, retail space and promotion in general, which uses an extensive mix of printed and electronic media.
The basis of promotion is the continuous creation of web content, SEO optimization and work with keywords. This activity is logically followed by structured PPC campaigns modified according to the season.
The ideal marketing channel is social networks used both for paid campaigns and for building audiences. Email newsletters are a very effective tool.
The presentation of Alpenverein at trade fairs, festivals and other outdoor events is also effective.
Incentive program and community
After several years, when we focused on the acquisition of new customers, it became important to build a relationship with the community, for which we organize travel evenings for the Festival DOHOR brand! (detail of the year 2019) every member of Alpenverein registered by OEAV.CZ can use a rich offer of significant discounts for purchases in a number of outdoor stores and e-shops.
Since 2017, we have also regularly organized a large year-round photo competition, for which we have programmed a new module for uploading and presenting images into the website, including the possibility of voting to the public.
Assortment with alpine Edelweiss logo
The store at Údolní 57 in Brno was reconstructed in the style of the interior of an alpine cottage.
It serves not only as a contact point for the Alpenverein, but also for thematic lectures and travel discussions, an outdoor rental shop and customers can choose from a range of practical accessories. In the first place stylish T-shirts, detailed tourist maps of the Alps, as well as a number of book guides, publications and other goods.
In 2019, in cooperation with the Freytag & Bendt publishing house, we also set up a publishing place for their e-shop, and customers have the opportunity to personally choose from several hundred map and book titles from F&B, Rother, KČT, Shocart, Jota and others.
Exhibitions and presentation stands
In 2015, we installed traveling exhibitions at BergAuf on loan from the Alpenverein Museum in Innsbruck at the Österreich Institute Brno and at the travel festival Kolem světa in Prague.
The OEAV.CZ office also regularly participates in the Life !, GO and Regiontour trade fairs, the Obzory, Kolem světa, GO Kamera and other trade fairs in the form of a registration point or a presentation stand.
