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TWO-WAY ONLINE—OFFLINE
COMMUNICATIONS
How To Drive City Hall Towards Important Local Changes
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PROBLEM 1
➤ Planned large-scale construction on the Odessa slopes — 18 hectares of the large recreational park zone descending to the Black Sea shore.
➤ Odessa citizens were furious about it, but the courts were on the business side of this shady contract.
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SOLUTION(offline ↔ online) × n times until = resolved
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WHEN PR ADDICTION HELPS
➤ Mayor becomes extremely read & cited source on Facebook.
➤ He reads & comments constantly.
➤ Becomes addicted to positive feedback.
➤ Starts to base his decisions on “what will people say”.
➤ Gains more positive feedback as a result.
➤ A thought about his role in solving construction on the slopes was carefully brought to his mind.
➤ City hall files a law suit against the construction company and wins it in 2015.
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For public demolition of illegal constructions odessites called him Mayor-Sledgehammer.
No-one really remembers he started the process of getting the Odessa slopes back to its citizens.
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PROBLEM 2
➤ Well-known communications agency in Kyiv designed a tourism logo for Odessa…
➤ Mayor & the City Hall accepted the work and payed for it.
➤ Odessa citizens, designers, marketing professionals, and HORECA hated it.
➤ City Hall insisted they will keep the “logo” and printed city guide with the symbol.
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one of the public creative sessions
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FIRST RESULTSof the mutual creative process
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ONLINE & OFFLINE VOTE
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RESULTArtery Lebedev’s reaction
& final logo
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(offline ↔ online) × n times until
= resolved
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Thank you