Papenburg Kultur Marketing: Engage Young Audiences in Culture

Papenburg Kultur organises and promotes cultural activities in Papenburg, including theatre performances, concerts, comedy shows, festivals and other cultural events. The organisation works with a small team and is responsible for attracting visitors, promoting events and strengthening cultural participation within the region. In addition to traditional event promotion, Papenburg Kultur manages several online communication channels, including Instagram, YouTube and the podcast *Spoiler Alarm*. These channels are used to inform audiences about upcoming events and cultural activities. The organisation is particularly interesting for marketing students because it faces a clear communication challenge: attracting and engaging younger target groups. Students can work on a real-life marketing question with direct societal impact andRegistration form work placement / graduation Page 2 gain experience in audience research, communication strategy, content marketing and digital engagement.

The student should have an interest in marketing, communication and cultural events. The assignment is suitable for a student who enjoys researching target groups and developing communication recommendations based on research findings. The student should be able to work independently, analyse information and translate insights into practical advice. An interest in social media, digital communication and audience engagement is beneficial. Good communication skills in English are required. Knowledge of German is an advantage, but not mandatory.

Papenburg Kultur would like to increase participation of young people and young adults in cultural events. The organisation is looking for insight into the needs, interests and media behaviour of younger target groups and how these influence attendance at cultural events. The objective of the project is to develop a substantiated marketing and communication advisory report that helps Papenburg Kultur reach and engage younger audiences more effectively. Particular attention may be given to the role of social media and the podcast Spoiler Alarm in supporting this objective.