communication and marketing activities of metropolitan areas of europe
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Communication and marketing activities of metropolitan areas of Europe. ....or how to convince regional stakeholders to intensify the regional cooperation?. Raymond Saller City of Munich Department of Labor and Economic Development. - PowerPoint PPT PresentationTRANSCRIPT
Communication and marketing activities of metropolitan areas
of Europe
....or how to convince regional stakeholders to intensify the regional
cooperation?
Raymond SallerCity of MunichDepartment of Labor andEconomic Development
Starting point: the PR work of the
as a model for communication of the strategic targets of the
RP in order to gain support of people and politicians.
Why?• as the first important step of the
LAP
• as a „joint project“ to stimulate cooperation
• as the basis for the formation of a regional identity
• to give us ideas how to rise public support
• awareness raising of the principles of the RP
What was analysed?
• Brochures
• Internet presentation
• PR activities
of the different regional stakeholders
First findings
• region as a platform
• target oriented, pragmatic approach
• bundling activities instead of copying
• fostering cooperation of similar institutions like the chambers of commerce...
• creating support of citizens and politicians
• region as the „roof“
• regional and local branding
• stimulating partnerships (PPP)
Towards a Local Action Plan for the Munich Region
Increasing the sense of urgency (opportunity) and improvement of the
framework for a better regional cooperation
Specific objectives
• Pilot projects to strengthen the existing cooperation among the stakeholders
• Adapting of the services already done by the stakeholders
• Using the region as an umbrella and as a brand that links and unites the local and regional activities
Target groups
• Regional Planning Asociation (MA)
• European Metropolitan Area of Munich
• Chamber of Commerce and Industry for Munich and Upper Bavaria
• City of Munich
The idea is to start with a core group of actors.
Steps of implementation • Best practices of communication and marketing strategies of European Metropolitan Areas
• Comparison with the Munich activities
• Defining (new) fields of cooperation
• Further development
• Pragmatic approach
Methodology on project level
• Further development of existing activities step by step
• Convincing and motivation instead of criticisms
• voluntary based
Complementation with other interventions
• do not invent the wheel twice!
• „best practices“ and empty fields
Financing of your pilot project
• City of Munich pays for the initial study
• Stakeholders have to adapt their services
• EMM and MA improve their services
Innovative character
• Using the resources of the stakeholders
• Using soft tools
• Public support as fuel of the cooperation
• Starting pragmatically