presentation han university 24-1-2010
DESCRIPTION
This presetatation was made for a masterclass at HAN University in Arnhem (Netherlands). How to market a region? How is regional marketing useful for the Arnhem Nijmegen city region? Which role plays the Internet in our marketing mix? What will future online developments bring us? These questions will be answered during the workshop 'Arts meets Science; Branding a Cool Region.'TRANSCRIPT
HAN Masterclass Arts Meets Science;
Branding a Cool Region
Ingeborg van den HeuvelWebmaster/ Online brand manager
linkedin.com/in/ingeborgvandenheuvelTwitter: @frolle
24 February 2010
Agenda• City Region Arnhem Nijmegen• Regional campaign and our website: www.coolregion.nl
• Focus of our campaign for 2010-2011: Transparent communication
• Little look into online trends• Little look into our nearby future
legal responsibilities: • mobility and regional development (theme’s work & employment, mobility, spacial planning & environment, housing)
• Makes regional plans for 20 municipalities with a total population of almost 750,000 inhabitants.
• The cities of Arnhem and Nijmegen are the focal points of the region.
Arnhem Nijmegen Cool Region
www.coolregion.nl
What is regional marketing?
Regional Marketing:It’s all about identity
Cool Region wants to attract• More (international) tourists and visitors of culture
• More (international) companies and investors
• More (international) students and knowledge workers
• More people who feel at home in this region
Be pure and real
Transparent communication• Real stories• Real places• Real people• Real experiences• Real emotions
The brands with a story become the brands of the future.
Dialogue• Good news spreads fast, bad news even faster
• Monitoring your brand• Don’t be afraid of the dialogue
Blogging, audio, video, foto, tagging, rating, sharing
Web 1.0
Connecting people to information
Web 2.0
Connecting people to each other
Web 3.0
Everything is connected
Trends in media use
Consumers are there where the good content is
• Online and offline worlds melt• Consumers are online 24 hours a day• Intelligent technologies • Consumers are content driven• Consumers share their content 24/7• Online technology has no secrets anymore (especially not for young people)
Social Technographics Ladder
What does this all mean for coolregion.nl
Towards a recognisable Cool Region• Maps and Mashups
You’re invited!•Growing from 1.0 to 2.0 to 3.0•Growing towards a transparent webservice to real information
•Building a community around Cool Region