The innovation blog was launched on October 1, 2009, at the Synergy Platform 2009 research conference. Many years and advances later it became the corporate blog which, together with the corporate website, is the most important content hub for online and social media activities at the voestalpine Group.
As innovation was a key part of corporate strategy in 2009, and at that time, as now, a core element in the voestalpine brand, it quickly developed from a communication focus into a new platform. There was no suitable space for its content—covering research and development, pioneering technologies and innovation, etc.—on the corporate website. The corporate website was targeted at investors, stakeholders, media, experts, job seekers, and the general public. Consequently, there was significant demand for a separate platform in order to examine topics including innovation, the environment, and mobility. This new microsite made it possible to approach and enter into dialog with further target groups.
"“While incorporating external perspectives and the greatest possible level of interaction with all interested users, we wanted to examine the key megatrends, present the latest voestalpine developments, and invite visitors to join us in discovering the exciting world of innovation."
Corporate blog as a content hub
In the early days the innovation blog focused mainly on topics related to research and development. However, as innovation became a communication focus, the topics grew broader. Its restructuring to create the corporate blog was a key step towards further enhancing corporate communications. Since 2012, each year around 320 posts on the topics of innovation, mobility, energy, career, and involvement are published on the blog. A majority of the articles are still produced in-house by the online team at the Group Communications department.
New voestalpine corporate design
The voestalpine Group is marking the consistent implementation of its strategy and its changing self-image by updating its visual identity: its transformation from a European steel company to a global technology and capital goods group is now also being mirrored in its corporate design. The new visual identity combines tradition with future expectations, and increasingly symbolizes dynamism and a focus on the future.