Client: Gütersloh Marketing GmbH
Project period: May 2023 – June 2024
The project in brief
The Gütersloh Marketing GmbH was urgently looking for a new direction, new content and fresh management from 2023. We at Stadtmanufaktur provided support:
- in the implementation of the place marketing summit and
- in developing the strategy for place marketing in Gütersloh.
Who will be responsible for marketing Gütersloh in the future – and with what focus? Lena Descher
Part 1: Place marketing summit 2023
Task and challenge
Following the dismissal of the Managing Director of Gütersloh Marketing GmbH in spring 2023, the content and direction of place marketing were fundamentally called into question: What does the city want and what can it do with its place marketing in the future? achieve? How can the company’s budget be used optimally?
There were also discussions behind the scenes about how to effectively manage modern place marketing. To this end, Gütersloh Marketing had a “place marketing summit” with the most important stakeholders in mind, which we designed, moderated and implemented as an external and therefore “neutral” party.
The most important goal of the place marketing summit on June 22, 2023 was to create a positive and future-oriented spirit of optimism in urban society.
Place marketing summit in Gütersloh (June 2023) – an important milestone for the new start
Our way of working
The atmosphere was charged and emotional, not least because of the polarizing press coverage. We quickly realized that the situation required a particularly sensitive and diplomatic approach as well as close coordination of all steps with Gütersloh Marketing GmbH as the client.
Important to-dos in the project:
- Review of existing documents
- Consideration of political proposals, committee deliberations and other internal matters
- Identification of all relevant stakeholders (stakeholder map)
- Individual discussions with stakeholders
- Preparation and implementation of the place marketing summit as a semi-public conference with approx. 50 participants (incl. risk assessment, presentation design, etc.)
The specifically selected group of participants and the proactive approach to the press through a press release from the place marketing company immediately after the summit were particularly important. This enabled us to avoid speculation and misinterpretation.
The result
The place marketing summit was perceived as an important milestone for Gütersloh’s city marketing. Among other things, it ensured:
- Transparency with regard to the expectations of the urban community vis-à-vis Gütersloh Marketing GmbH
- Acceptance for the tasks of modern place branding
- Common understanding of the future direction of Gütersloh Marketing GmbH
- Basics for a job advertisement “Managing Director Gütersloh Marketing GmbH”
Discussing, mediating, negotiating: Thorsten Kausch (pictured right) moderates the panel at the place marketing summit in Gütersloh’s Stadthalle © guetersloh.de
Part 2: Gütersloh Marketing’s strategy
Task and challenge
Following the place marketing summit, which was unanimously hailed as a success, our task was to capitalize on the positive spirit of optimism and follow up with action. To this end, we focused on the following questions:
- What are the specific tasks of Gütersloh Marketing GmbH – taking into account the framework conditions and resources?
- How can place marketing be anchored in urban society and politics?
- What qualifications does a future management team need?
Our way of working
We developed the vision and mission of Gütersloh Marketing GmbH in several workshops and individual discussions . Also at the table: Politicians from all political groups, representatives of city center associations, Dehoga, etc.
This was followed by a careful analysis of the current status of the existing areas of activity and a target definition of future tasks. When reviewing contracts, business plans and the corporate purpose of Gütersloh Marketing GmbH, it also became clear that place marketing can only pursue its core task (the number one contact for marketing the city) if it is also economically viable as an organization.
Gütersloh’s place marketing must practice saying “no”. After all, those who accept all requests and tasks do not get to develop and play out their own core competencies.
The result
Important successes in the project:
- Clear content profile for place marketing
- Definition of the new range of tasks of place marketing
- Realignment of place marketing incl. committee structure
- Successful filling of the management position (August 2024)
Christina Junkerkalefeld, the new Managing Director of Gütersloh Marketing GmbH, introduces herself in an interview(report as PDF)
Photos: Kai Uwe Osterhelweg / Lena Descher
Stadtmanufaktur Hamburg was commissioned to develop a concept for the realignment of Gütersloh Marketing GmbH and subsequently to support the selection process for a new management team. Ms. Köster and Mr. Kausch involved the employees, political committees and stakeholders in the process.
The realignment was unanimously approved by the shareholders’ meeting and council in March 2024. A new management team was appointed on 01.08.2024. I would like to thank Ms. Köster and Mr. Kausch for their trusting and goal-oriented cooperation at all times.
Reporting on the project
Gütersloh: Activating the city’s strengths – Report in the Neue Westfälische – 25.06.2023
