Strategic communication

Criteria for successful urban communication and marketing strategies

Relevance can be achieved with a structured communication and marketing strategy – and the perception of the city can be significantly increased.

Urban spaces attract companies, skilled workers and tourists as well as investment in the location and are in global competition for relevance and perception. This is because urban spaces are becoming increasingly important – they are the nuclei for growth, knowledge and innovation. Two thirds of people worldwide are expected to live in cities by 2030. Urban spaces, i.e. cities and urban regions, are therefore the engines of a country’s social and economic development.

A promising communication strategy defines what is communicated, when, how, why and to whom. And it takes into account: Behaviors, tonality, sensible frequencies of communication activities, priorities, dialogue and target groups.

“Successful communication is based on an overarching central idea – a narrative, a brand story.”

Thorsten Kausch, Managing Director of Stadtmanufaktur

There are seven fields of action for a successful urban communication strategy – to which we find strategic answers:

  • Increased identity among citizens (focus: quality of life and living).

  • Focus: Talent City: What career opportunities and possibilities are on offer?

  • Development of the economic region: How is the city perceived as an economic powerhouse ?

  • Increasing perception as an innovative location: Is the city positioning itself as an innovative location?

  • Cultural offerings are also a contribution to cosmopolitanism. How can cultural diversity be described?

  • Cities also thrive on experiences: What experiences does the city offer? How does the city position itself as an event location (tourism, city events, conventions, etc.)?

  • Networking of communication (of the relevant stakeholders and shareholders of the city).

The communication and marketing strategy should be supported and jointly implemented by all stakeholders involved. The aim is for the actors involved to harmonize their marketing plans and focus on networked and integrative marketing.

In this way, holistic answers can be given to the current challenges of the “city”:

  • A clear profile for the city and the region.

  • Conscious and target group-specific addressing of stakeholder groups.

  • Competitive advantages in the context of living, working, leisure and quality of life.

  • Proactive involvement of relevant stakeholders and partners – for strong expertise and a wide reach.

  • Consequently: integration of the private sector into holistic urban communication.

Together we can achieve your goals

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