ZAL ZECHCENTERCORPORATE COMMUNICATIONSThe biggest challenge for Miriam and her team is to seethe big picture, and to maintain an overview of currentresearch projects for ZAL GmbH and the TechCenterpartners, without losing sight of the details and of themilestones in individual projects. At the same time, theyare busy identifying relevant topics, e.g. advertizing andmanaging events or announcing the establishment ofnew research infrastructures or the arrival of new Tech-Center tenants.COMMUNICATION A WIN-WIN FOR ALL PARTNERSWhat is all this communication for, anyway? One aspect,of course, is gaining the attention of company executivesand politicians to generate research funding.Spreading ZAL′s scientific reputation as a successfulresearch platform is another aspect, because it attractsexperts and research partners. This, in turn, is the keyto turning a small idea into an international researchproject, as has recently happened with ZAL Acoustics.86 — 87»POWERPOINT PRESENTATIONS, AFTER-WORK HOT DOGS, LANYARDS, SPECIALIST DISCOURSES ANDINFO FLYER ... THERE ARE SO MANY DIFFERENT LEVELS OF COMMUNICATION. BUT MY ABSOLUTEFAVOURITE TOOL FOR COMMUNICATING THE ZAL BRAND, IS OUR ZAL PEN! IT′S PERFECT FOR PEOPLEWHO WORK CREATIVELY. RESEARCHERS KNOW BETTER THAN MOST THAT THE ROAD TO INNOVATIONHAS PLENTY OF DETOURS. TRIAL-AND-ERROR IS THE ORDER OF THE DAY. WITH OUR PEN, THE ERRORSCAN JUST BE RUBBED OUT, SO THAT AT THE END OF THE TRIAL WHAT YOU HAVE LEFT IS THE INNOVA-TION!« MIRIAM-JOANA FLÜGGERThe discussions of what to do and how to communicate,whether as a team or with the various other departments,range from regular meetings to coffee breaksand have-you-got-a-minute chats in the corridor. Internalmarketing measures, such as services for the techexperts, acquiring and presenting internal projects, andZAL′s employee infrastructure, add to the variety of thejob. It is always a challenge to negotiate, optimize, andschedule the wide range of topics being considered toachieve maximum possible effect. Ideally, the topics willcomplement one another rather than competing forattention. This is particularly important when it comesto publishing research results and announcing events.Success for the ZAL brand means its key message beingunderstood and propagated by partners across theboard. The brand presents a win-win situation for everypartner. It represents a neutral research platform forcivilian aviation, a tailwind for innovation, a facilitator ofnew technologies, and a global beacon for the world′sthird-largest center of civil aviation. Put simply: Future.Created in Hamburg.
ZAL TECHCENTERJOINT FORCES FOR A PERFECT BRAND AWARENESSMiriam Flügger (left) teams up closely with Julia Grosser (middle)and Lukas Kaestner from Hamburg Aviation when it comesto optimizing ZAL's role in Hamburg's location marketingZAL MARKETING TOOLSA high recognition value is obligatory
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