Pioneers in higher education marketing

The three founders of border concepts, Karel G. Otte, Sjaik N.A. Djorai and Michael Lülf, used to work in the field of higher education marketing during their studies at their former university. After graduating, they established the company border concepts in 2003.

During the first years, the company mainly focused on tailor-made marketing campaigns for Dutch universities in Germany. The strategy was highly successful, as the Netherlands became the most popular study abroad destination for German students.

In 2007 the company developed the first brand of its own: studienscout NL. More than 30 Dutch higher education institutions have been using the campaign to promote their study programmes to prospective students in Germany via the online portal www.studienscout-nl.de, presentations in high-schools and annual print guides and eGuides.

In 2007 border concepts started working together with German and other international higher education institutions and thus broadened its scope of services.

In 2008 the agency further expanded its online marketing services and hired more staff.

At the end of 2010, border concepts GmbH entered the field of postgraduate marketing and recruitment by launching its MASTER AND MORE campaign and the online portal www.master-and-more.de.

The great success of the first MASTER AND MORE fairs in Münster, Stuttgart and Berlin in 2011 was a key milestone in the history of border concepts. Ever since, the MASTER AND MORE campaign has helped (international) higher education institutions promote their postgraduate programmes to a specifically targeted audience.

The great success of MASTER AND MORE enabled border concepts to expand its fair concept to Austria (in 2012) and Great Britain (in 2013). Furthermore, the new “PRAKTIKUM UND THESIS” programme (for businesses who want to promote their internships opportunities for students to write their final thesis) was developed as a separate part of the MASTER AND MORE fair.

In addition to expanding the MASTER AND MORE fairs, border concepts worked on a new campaign for recruiting students for MBA, EMBA and Executive Masters programmes. In 2012, the MBA Lounge campaign was established, with an inaugural MBA fair in Stuttgart.

In summer 2013, with the launch of the new portal www.bachelor-and-more.de, border concepts established another new campaign – BACHELOR AND MORE – designed to help higher education institutions promote their undergraduate programmes to German high-school students and graduates.

In the last weeks of 2014 border concepts Sofia OOD & Co. KD was founded as a sister company of the border concepts GmbH. Both companies work act jointly in improving their services, developing the fair concepts and expanding the services into new markets.  

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