Reutlingen: Restructuring of place marketing

Client: City of Reutlingen

Project period: 2021/2022

The project in brief

Holistic marketing of the city – made possible by optimal structures and supported by fruitful interaction between the stakeholders. This was the goal of our strategic consulting for the city of Reutlingen in Baden Württemberg.

Based on a place brand strategy, we used strategic know-how and participation to develop a new marketing structure within a year, in which all relevant topics are integrated and the interfaces – especially with the administration – are defined. From now on, public and private stakeholders will work side by side in mixed committees for the further development of the city.

Our way of working – Step by step

Analysis: Where does Reutlingen stand?

We started our work on the basis of the brand analysis conducted by Brandmeyer Markenberatung. In individual interviews, we asked stakeholders from administration, politics, the private sector and urban society for their perspectives on the status quo of positioning and expectations of modern place branding.

The focus was on activating Reutlingen’s strengths as a place to work and live – both in the perception of internal (e.g. citizens, companies) and external (e.g. guests, skilled workers) target groups.

Participation in action: working together for Reutlingen’s future

The strengths of the city were analyzed through a survey of citizens and stakeholders, on the basis of which we defined a strategy for positioning Reutlingen according to its strengths.

Activation along strategic fields of action

The development of measures to activate the strategic positioning took place both through workshops with stakeholders and a broad participation process. In this process, initiatives and individuals were able to contribute their ideas in predefined content categories and put them to the vote of the citizens. The TOP3 were given the opportunity to realize their projects with the support of the city.

The fields of action developed therefore always had interfaces between private sector and administrative tasks. This led to new, “mixed” committees consisting of public and private actors.

The result: Integrated place marketing for a strong Reutlingen

Within around 12 months, a new marketing structure was created for Reutlingen, in which all topics relevant to the city were integrated and interfaces to the stakeholders (public and private) were defined. Through the Supervisory Board, other steering committees and the assignment of the place brand strategy to Stadtmarketing und Tourismus Reutlingen GmbH, the activities were dovetailed and efficient work was ensured.

The strategic idea of activating from the inside out continues to this day. Everyone involved is aware that the interaction between public and private stakeholders is a key guarantee of success for Reutlingen’s positioning in the competition between cities.

Stadtmanufaktur-Projekte-Reutlingen-Oberbuergermeister Thomas Keck

A stroke of luck for the city of Reutlingen: As a proven expert in city brand strategy, Thorsten Kausch initiated the restructuring of Reutlinger Stadtmarketing GmbH (StaRT) from a city and destination marketing GmbH to a destination marketing and management organization. With his outstanding analytical expertise, he not only reduced complex issues to the essentials, but also put the analysis into action.

In addition to his role as a management consultant for the city administration, he took over the management of StaRT as interim managing director and played a key role in driving forward the conceptual realignment. Thorsten Kausch has brought together people from a wide variety of backgrounds locally and created networks that form an essential cornerstone for the establishment of a city brand.

Thomas Keck, Lord Mayor of Reutlingen