1 / 16

Branding Ghent Moving towards a new strategy EDF Firenze – March 2019

Explore the history and current approach of city marketing and branding in Ghent. Discover the city's values, key points, and the process of moving towards a new branding strategy.

lomax
Download Presentation

Branding Ghent Moving towards a new strategy EDF Firenze – March 2019

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Branding Ghent Movingtowards a new strategy EDF Firenze – March 2019

  2. Content • Small intro on Ghent • History of city marketing & branding • Current approach & organisation • Movingtowards a new strategy

  3. Small intro on Ghent

  4. ???: Start of citymarketingfund • 2004: Start of department of city promotion andsports • 2007-2008: 1st citymarketingplan w 3 values & 3 keypoints • 2009: Promotional tools & visualidentity • 2010 – 2013: Comfort – centralisation of communication services • 2012: Start of service of communication, incl. citymarketingteam • 2014: Policy note on city branding w 2 extra keypoints + update of citymarketingfund • 2015 – now: virtual citymarketingteam (international relations & communication) • 2017: Visual identity 2.0 • 2018: Reorganisation of departmentalstructure • 2019: Start of new branding execerise History of city marketing & branding

  5. Current approach: 3 values & 5 keypoints(*added in 2014) • Open • Authentic • Innovative Culture • Living • Knowledge • Youth- & childfriendly* • Climateneutral*

  6. Currentimplementation City ‘making’ via events, activities & projects ! Citymarketingfund Communication • Networking & collaboration • Hospitality • Research

  7. OrganisationwithincityadministrationCentralized approach via virtual city branding team: strategy, communication, products, citymarketingfundDecentralizedtargetted approach in variousdepartments & services. Relationwith virtual team varies

  8. Group Ghent

  9. Other stakeholders from Ghent • andmany more…

  10. Ghent has no problemswith a negativereputation. Still … there is a recent decisiontoevaluatecurrent branding aprooach • New branding strategy? • Link togeneralstrategy / multi-annual planning of the city council • Focus in positioning & storytelling • Coordinated approach with stakeholders • Capitalize on current (inter)nationalaccomplismentsandreputation • Whynow? • Citymarketingplan by Berenschot is more than 10 y old • Constant evolution of city & the field of city branding • 2019: new council – new priorities– new cycle of strategic planning Movingtowards a new strategy

  11. Project phases Consultancy by Robert Govers & Martin Boisen (“For the love of place”) Coordinationwithprocess of multiannual planning Connecting in various policy notes & strategies

  12. Central question: WHAT IS THE PURPOSE OF GHENT? (+ addedvalue of city branding?) Output: report withconclusions of deskresearch and co-creationprocess, withrecommandionsfor next steps of the project and a proposalforreputationstudy. STEPS • Evaluation of currentstrategy, goals, approach, accomplishments • Deskresearch & benchmarking Phase 1 (analysis en scope)

  13. 3. Interviews & workshops withinternal & externalstakeholders • Interviews withkey stakeholders  Mayor, General Manager, City branding team, Managementteam • Workshop with “Identity group” = 1st intro on Ghent’sidentity  writers, musicians, experts, academics, … (20 people) • Workshops with “Fridaygroup” and“Saturdaygroup”: 2 x 2 sessions (20 people / workshop)  fridaygroup: internal & external stakeholders (incl. citizens)  saturdaygroup: internal & external decisionmakers Phase 1 (analysis en scope)

  14. 3. Interviews & workshops withinternal & externalstakeholders • Goal of workshops with “Fridaygroup” & “Saturdaygroup” • Goal of 1st session: formulateconsensus on ambition and core values of Ghent: make simple but truthful characterization of city and its inhabitants. Who are the people and what connects them to the city and to each other? • Goal of 2nd session: formulate future position & role for Ghent (inter)nationalily, closely linked to ambitions formulated in multi-annual plan Phase 1 (analysis en scope)

  15. Critical friendly review @ EDF • 1st associationswith Ghent? • SWOT of (new) branding process? Impression of currentphase 1 + tips for next steps? • How toinvolve stakeholders effectively? • Alternativeterminologyforcity branding / marketing?

  16. Questions? • Thankyou! • Els.uytterhoeven@stad.gent

More Related