Successful place marketing:
Consulting, strategies and concepts
With our know-how and the potential of your city for successful place marketing
The challenge
What is the identity of your city?
Between smart city and social media, city marketing must not only take on completely new tasks, but also a completely new role: away from the divisional thinking of tourism first and city marketing only, away from slogans and logos and towards activating citizens, stakeholders and spaces. The basis for this is a new understanding of your city as a “house of content” – as a complex social entity full of content, ideas and identities.
We develop strategies for holistic place marketing that takes up the core identity of your city or municipality – and brings it to life in concrete communication measures.
“The days of ‘booklet printing’ and one-way communication are over. Place marketing means curation, cooperation and communication. “
Thorsten Kausch, Managing Director of Stadtmanufaktur
Our approach
From communicator to curator, from strategy to strength
If you are responsible for place marketing and understand the changes driven by digitalization and globalization, you will inevitably develop a new understanding of what a “city” is – and how it communicates its identity.
Successful place marketing depends on the strategic management of topics and communication measures as well as stakeholders and processes. Place marketing includes: Developing a profile, cultivating relationships and shaping experiences – dialogically, data-based and consistently from the perspective of the people who live, work, invest or visit here.
We develop new approaches for marketing your city – and accompany you in your new role as curator of city events.
Our way of working
Your city as a “House of Content”
Real stories, exciting players, different districts: We are convinced that the city – and therefore place marketing – depends on Versatility is alive and well. But how and where do you communicate what? And which partners do you need at your side for authenticity and reach, both internally and externally? Together with you, we will find the right answers.
We stand for strategic place marketing, intensive and individual consulting and decades of expertise in the operational marketing of cities.
The Stadtmanufaktur competencies:
Place marketing consulting:
How we develop successful place marketing
Structured as-is analysis
Our strategic consulting is based on extensive as-is analyses to understand and visualize the interrelationships, hierarchies and processes in your city. Next Steps: Identify potentials, initiate changes – and communicate with strategy.
Convincing process control
Behind every good strategy lies a detailed, well thought-out and formulated process that defines the procedure and responsibilities. We ensure open communication and clarity in execution.
Developing vision and storytelling
Your city needs a vision – and a narrative. We develop both for you. Either specifically for your city center / city or for the city as a whole (in cooperation with our partner Brandmeyer Markenberatung).
Implementable place marketing concepts
We develop realistic marketing strategies and communication measures that fit your goals and keep an eye on your budget. That is our claim and our promise to you.
Suitable structures and processes
Every city has its own DNA and stakeholder groups. Accordingly, a suitable marketing structure is required in order to have a uniform effect both internally and externally and to bring the individual strengths to life in the interaction between public and private stakeholders. We work with you to analyze the status quo and help you to set up efficient structures and processes.
Activation of the city – through partner models
Marketing a city today is not the task of just one institution. It requires the cooperation of many players in order to be perceived in the competition between cities. The regional economy has a special role to play here: in the context of the “war for talent”, it has a high level of self-interest. We support you in the development of strategic and operational partner models.
Effective stakeholder management
You do not act alone in and for your city – this has advantages and disadvantages. Successful city marketing needs the explicit support of politicians and the broad acceptance of key stakeholders. We support you on the path to strategic stakeholder management.
Our success stories:
Strategies with a future
Hamburg is strengthening the dialog between clubs, neighborhoods and administration with the "Nightlife & Neighborhood" round table. We at Stadtmanufaktur are designing the content and coordinating the implementation of the new dialog format.
The City of Hamburg wants to bring the Olympics to the Hanseatic city and is launching a major participation process for citizens. All details on the dialog formats for citizen participation - designed and moderated by our experts.
The Kastanienquartier is being created in Wiesbaden - a sustainable, car-free urban quarter with affordable living space and a sense of community. We are supporting the neighborhood development with strategy, concepts and implementation power.