We began by organizing an inclusive workshop, bringing together local politicians (notably from SPD and the Greens), community groups, and citizen representatives. We used small focus groups and surveys to identify key voter concerns—especially among those who were uncertain about the project.

By harmonizing diverse voices into a single brand strategy, we created messaging that addressed doubts while emphasizing tangible benefits.

In collaboration with various stakeholders, we developed PR outreach, testimonial videos, and social media initiatives. Influential local figures (e.g., from Erlangen's university and Siemens) shared their support, reinforcing the idea that the StUB was more than a political agenda—it was a positive step toward a greener, well-connected city.

Ultimately, the referendum passed, though by a narrow margin—underscoring how pivotal our campaign was in convincing undecided voters. Erlangen’s decision got recognized beyond the local area, positioning the city as forward-thinking in matters of public transport and urban development.

Securing a ‘Yes’ paved the way for a modernized tram system, strengthening Erlangen’s identity as a progressive university hub.

From a personal perspective, this project expanded my expertise in political and community-focused campaigns. By pinpointing key voter segments and weaving authentic community voices into every message, we achieved an outcome that will shape Erlangen’s infrastructure for years to come.