Client: Osnabrück Marketing GmbH
Project period: 2024 – 2025
The project in brief
First the city brand, then the events: On behalf of Osnabrück Marketing GmbH, we are developing an event strategy to anchor the newly developed Osnabrück brand in the city – and to accelerate the decision-making processes surrounding events.
The building blocks of strategy development:
- Event strategy as a template for politicians – and a working basis for the administration
- Event criteria catalog along the brand core and brand environment – for fast, legally compliant decisions
Osnabrück celebrates – but how?
Together with the city of Osnabrück, we have been working on a new brand for the city of Osnabrück since 2022. The task now is to establish it successfully. One tool for this are: Events and happenings in public spaces – especially in the city’s premium areas.
Before the project started, the administration and place marketing had no influence over the quality, number or content of events in the urban space. The proliferation of events led to dissatisfaction and complaints from the urban community.
From city brand to event strategy
The aim of the event strategy was therefore to create transparent structures and a basis for decision-making for all those involved – with the participation of relevant stakeholders.
Central components of strategy development:
- Stakeholder management incl. stakeholder map
- Addressing and involving all relevant interest groups
- Organization and moderation of coordination rounds and workshops
- Analysis and clustering of existing studies, concepts and plans
- Needs analysis: Which events strengthen the city brand? Which ones are missing?
- Qualification of the city’s squares / event areas
- Analysis and qualification of existing/traditional events
- Development of an organizational and control structure – for quality assurance
Result: Events with strategy
In addition to the holistic event strategy, we also developed a detailed, sophisticated and coordinated Event criteria catalog. Based on these criteria, politicians, place marketing and administration can make quick and legally compliant decisions about events – and ensure that the city, city brand and events are a good fit.
Copyright: Unsplash
City as a stage: Osnabrück is now coordinating events in public spaces in line with its place brand strategy
Our action package: “City as a stage”
Think strategically, act quickly
Would you like to know what opportunities there are for your city as a stage for events and functions without immediately initiating a complex process? We can help you with this! Within 3 months, we will find out where you can start with your city – and how you can get started quickly with implementation. Find out more now about our “City as a stage” action package.
