Client: Dresden Marketing GmbH
Project period: 2020/2021
The project in brief
How do you establish holistic place marketing that integrates all relevant players and exploits existing potential? – We developed concrete strategic answers to this complex question for Dresden Marketing GmbH.
The goal: to establish optimal structures and processes that enable genuine cooperation between all the organizations involved.
Our way of working: Questioning structures and processes – developing a vision
Our strategic consulting was based on an analysis of the current situation: How is Dresden Marketing GmbH structured? – We held numerous discussions with local stakeholders and analyzed the existing structures, processes and tools.
A central component of the strategy development was also the definition of the target state: What should the collaboration look like in order to present the location in the best possible way? – The answer to this question was both a version and a concrete task.
Our strategic consulting for Dresden’s place marketing included:
- Analysis of the current situation
- Evaluation of the various marketing tools with regard to the objective
- Benchmark analysis: comparison with other cities
- Development of a strategy for optimized structures and processes
The result: clear distribution of roles and more understanding
Raising awareness of unused potential: this was also the focus of numerous discussions, especially with political decision-makers. We uncovered inefficient processes – and transformed them into new processes: For a clear allocation of roles and coordination of the organizations involved and an integrated, sustainable place marketing.
