{"id":11113,"date":"2025-05-08T08:47:33","date_gmt":"2025-05-08T06:47:33","guid":{"rendered":"https:\/\/www.stadtmanufaktur.com\/?p=11113"},"modified":"2026-02-23T15:58:55","modified_gmt":"2026-02-23T14:58:55","slug":"financing-city-marketing","status":"publish","type":"post","link":"https:\/\/www.stadtmanufaktur.com\/en\/magazine\/financing-city-marketing\/","title":{"rendered":"Between own funds and subsidies: place marketing needs strategic alliances"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1310.4px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:15px;--awb-spacing-right-large:20px;--awb-margin-bottom-large:15px;--awb-spacing-left-large:20px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-title title fusion-title-1 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:var(--awb-custom_color_1);--awb-margin-top-small:0px;--awb-margin-right-small:0px;--awb-margin-bottom-small:20px;--awb-margin-left-small:0px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;Lato&quot;;font-style:normal;font-weight:400;margin:0;--fontSize:40;line-height:1.3;\">Financing in place marketing: pressure increases, funds dwindle<\/h2><\/div><div class=\"fusion-text fusion-text-1 fusion-text-no-margin\" style=\"--awb-margin-top:0px;--awb-margin-bottom:0px;\"><p>Place marketing &#8211; whether organized as an office or a company &#8211; is under increasing pressure. The times when public funds flowed in sufficient quantities and almost automatically and private partners from local trade or industry were actively involved are over.  <span style=\"background-color: rgba(0, 0, 0, 0);\">The reasons for this are complex:<\/span><\/p>\n<ul>\n<li><strong>Municipal budgets are shrinking:<\/strong> Increasing expenditure on education, social affairs, climate or infrastructure is displacing <a href=\"https:\/\/www.stadtmanufaktur.com\/en\/strategic-consulting\/place-branding\/city-marketing\/\">soft location factors such as place marketing<\/a> in the political debate.<\/li>\n<li><strong>Economic restraint paralyzes commitment:<\/strong> The recession is having an impact &#8211; fewer contributions, falling budgets, increased risk aversion.<\/li>\n<li><strong>Structural change in the retail sector:<\/strong> Chain stores and centralization are leading to a decline in local decision-making authority &#8211; many inner-city players simply have no room for maneuver locally.<\/li>\n<li><strong>Sustainability and climate targets demand a rethink,<\/strong> but make classic formats such as events or Christmas markets more difficult in the short term.<\/li>\n<li><strong>Volunteer resources have become thinner &#8211;<\/strong> not only due to coronavirus, but also due to overwork and a changed culture of engagement.<\/li>\n<\/ul>\n<\/div><div class=\"fusion-builder-row fusion-builder-row-inner fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"--awb-flex-grow:0;--awb-flex-grow-medium:0;--awb-flex-grow-small:0;--awb-flex-shrink:0;--awb-flex-shrink-medium:0;--awb-flex-shrink-small:0;width:104% !important;max-width:104% !important;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column_inner fusion-builder-nested-column-0 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:5%;--awb-margin-top-large:15px;--awb-spacing-right-large:38.4%;--awb-margin-bottom-large:15px;--awb-spacing-left-large:38.4%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column_inner fusion-builder-nested-column-1 fusion-flex-column\" style=\"--awb-padding-top:50px;--awb-padding-right:50px;--awb-padding-bottom:50px;--awb-padding-left:50px;--awb-bg-color:hsla(var(--awb-color2-h),var(--awb-color2-s),calc(var(--awb-color2-l) + 2%),var(--awb-color2-a));--awb-bg-color-hover:hsla(var(--awb-color2-h),var(--awb-color2-s),calc(var(--awb-color2-l) + 2%),var(--awb-color2-a));--awb-bg-size:cover;--awb-border-color:var(--awb-custom_color_1);--awb-border-left:5px;--awb-border-style:solid;--awb-width-large:90%;--awb-margin-top-large:60px;--awb-spacing-right-large:2.1333333333333%;--awb-margin-bottom-large:60px;--awb-spacing-left-large:2.1333333333333%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper lazyload fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column fusion-column-has-bg-image\" data-bg-url=\"https:\/\/dev.stadtmanufaktur.com\/wp-content\/uploads\/2024\/08\/stadtnetz-hintergrund.png\" data-bg=\"https:\/\/dev.stadtmanufaktur.com\/wp-content\/uploads\/2024\/08\/stadtnetz-hintergrund.png\"><div class=\"fusion-text fusion-text-2 fusion-text-no-margin\" style=\"--awb-margin-bottom:0px;\"><p><strong style=\"color: var(--awb-custom_color_1); font-size: 26px;\" data-fusion-font=\"true\">Abstract:<\/strong><\/p>\n<p><b>Place marketing needs strategic alliances instead of classic financing models.<\/b> In this article, <a href=\"https:\/\/www.stadtmanufaktur.com\/en\/speaker\/thorsten-kausch\/\">place marketing expert Thorsten Kausch<\/a> explains why this is the case. His conviction: As a <b>platform for cooperation, communication and social cohesion<\/b>, place marketing can find new partners &#8211; and become a driving force in the city of the future.<\/p>\n<\/div><\/div><\/div><\/div><div class=\"fusion-text fusion-text-3 fusion-text-no-margin\" style=\"--awb-margin-top:0px;--awb-margin-bottom:40px;\"><p><span style=\"background-color: rgba(0, 0, 0, 0);\">Parallel to these developments in society as a whole, the <b>strategic and political requirements<\/b> for cities, place marketing and <a href=\"https:\/\/www.stadtmanufaktur.com\/en\/strategic-consulting\/methodology\/stakeholder-management\/\">cooperation with stakeholders<\/a> are increasing:<\/span><\/p>\n<ul>\n<li><strong>Cities are increasingly competing<\/strong> for attention, quality of life, skilled workers and future prospects.<\/li>\n<li><strong>Stakeholder management is becoming increasingly important<\/strong> and &#8211; because it is a people business &#8211; takes up a lot of time and therefore resources.<\/li>\n<li><strong>Place marketing needs a new role<\/strong> &#8211; as a platform for participation, innovation and location communication.<\/li>\n<\/ul>\n<\/div><div class=\"fusion-title title fusion-title-2 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:var(--awb-custom_color_1);--awb-margin-top-small:0px;--awb-margin-right-small:0px;--awb-margin-bottom-small:20px;--awb-margin-left-small:0px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;Lato&quot;;font-style:normal;font-weight:400;margin:0;--fontSize:40;line-height:1.3;\">New circumstances require creative and strategic financing models<\/h2><\/div><div class=\"fusion-text fusion-text-4\"><p>We have been experiencing all of these changes for several years in our <a href=\"https:\/\/www.stadtmanufaktur.com\/en\/projects-and-references\/\">work with cities and place marketing organizations in the DACH region<\/a> &#8211; and are observing the <b>consequences for the financing of place marketing <\/b>:  <\/p>\n<p>The traditional role models of &#8220;public money&#8221; and &#8220;private commitment&#8221; are dissolving. Public agencies expect more impact for the same or fewer resources. At the same time, private actors are looking for clear value propositions and structural participation in order to be able to contribute their interests in the best possible way. And urban society is also demanding transparency, participation and sustainability.   <\/p>\n<p>As a result, <b>the model of subsidies, retailer involvement and occasional business partnerships falls short. <\/b>The stakeholder landscape has become more diverse, their expectations more complex, the associated tasks more complex &#8211; and the challenges more pressing.<\/p>\n<p><strong style=\"background-color: rgba(0, 0, 0, 0);\">The future of place marketing therefore lies in strategic partnerships rather than short-term sponsorship.<\/strong><\/p>\n<\/div><div class=\"fusion-image-element \" style=\"--awb-margin-top:20px;--awb-margin-bottom:10px;--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-1 hover-type-none\"><img decoding=\"async\" width=\"1200\" height=\"900\" alt=\"Thorsten Kausch moderates the Forum Innsbruck\" title=\"forum-innsbruck-thorsten-kausch-moderator\" src=\"https:\/\/www.stadtmanufaktur.com\/wp-content\/uploads\/2024\/09\/forum-innsbruck-thorsten-kausch-moderator.jpeg\" data-orig-src=\"https:\/\/www.stadtmanufaktur.com\/wp-content\/uploads\/2024\/09\/forum-innsbruck-thorsten-kausch-moderator.jpeg\" class=\"lazyload img-responsive wp-image-7353\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271200%27%20height%3D%27900%27%20viewBox%3D%270%200%201200%20900%27%3E%3Crect%20width%3D%271200%27%20height%3D%27900%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/www.stadtmanufaktur.com\/wp-content\/uploads\/2024\/09\/forum-innsbruck-thorsten-kausch-moderator-200x150.jpeg 200w, https:\/\/www.stadtmanufaktur.com\/wp-content\/uploads\/2024\/09\/forum-innsbruck-thorsten-kausch-moderator-400x300.jpeg 400w, https:\/\/www.stadtmanufaktur.com\/wp-content\/uploads\/2024\/09\/forum-innsbruck-thorsten-kausch-moderator-600x450.jpeg 600w, https:\/\/www.stadtmanufaktur.com\/wp-content\/uploads\/2024\/09\/forum-innsbruck-thorsten-kausch-moderator-800x600.jpeg 800w, https:\/\/www.stadtmanufaktur.com\/wp-content\/uploads\/2024\/09\/forum-innsbruck-thorsten-kausch-moderator.jpeg 1200w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 1150px) 100vw, (max-width: 970px) 100vw, 1200px\" \/><\/span><\/div><div class=\"fusion-text fusion-text-5\" style=\"--awb-font-size:16px;--awb-margin-top:-10px;\"><p>Thorsten Kausch will speak at the Innsbruck Forum in September 2024 about the new role of place marketing companies, among other things<\/p>\n<p>&nbsp;<\/p>\n<\/div><div class=\"fusion-title title fusion-title-3 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:var(--awb-custom_color_1);--awb-margin-top-small:0px;--awb-margin-right-small:0px;--awb-margin-bottom-small:20px;--awb-margin-left-small:0px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;Lato&quot;;font-style:normal;font-weight:400;margin:0;--fontSize:40;line-height:1.3;\">Strong place marketing attracts: Three door openers for strong future alliances<\/h2><\/div><div class=\"fusion-text fusion-text-6\"><p>Under these new circumstances, there are three central levers for sustainable, strategic partnerships &#8211; so-called &#8220;door openers&#8221; that place marketing companies can use to strengthen their position, find new partners and secure their funding for the future. Let&#8217;s take a look at these three aspects together:<\/p>\n<\/div><div class=\"fusion-title title fusion-title-4 fusion-sep-none fusion-title-text fusion-title-size-three\" style=\"--awb-text-color:var(--awb-custom_color_1);--awb-margin-top-small:0px;--awb-margin-right-small:0px;--awb-margin-bottom-small:20px;--awb-margin-left-small:0px;\"><h3 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;Lato&quot;;font-style:normal;font-weight:400;margin:0;--fontSize:30;line-height:1.3;\">1. skills and labor shortages as a common concern<\/h3><\/div><div class=\"fusion-text fusion-text-7\"><p>Whether catering, retail or industry &#8211; all sectors are desperately looking for staff. Location factors such as quality of life, leisure facilities and identification with the city are becoming decisive.  <b>Place marketing is becoming a location factor for employers.  <\/b>And conversely, employers become important allies because they have a strong interest in developing and communicating an attractive living environment.<\/p>\n<p>The advantage: <strong>place marketing works where classic business promotion ends &#8211;<\/strong> in the emotional, in the tangible, in the togetherness. And that is exactly what counts today.<\/p>\n<\/div><div class=\"fusion-testimonials classic awb-speech-bubble-show fusion-testimonials-1\" style=\"--awb-textcolor:var(--awb-custom_color_2);--awb-testimonial-text-font-size:22px;--awb-testimonial-text-line-height:1.2;--awb-testimonial-text-text-transform:none;--awb-backgroundcolor:var(--awb-custom18);--awb-margin-top:40px;--awb-margin-bottom:40px;--awb-testimonial-border-style:solid;--awb-testimonial-border-color:var(--awb-color3);--awb-navigation-size:12px;--awb-border-top-left-radius:0px;--awb-border-top-right-radius:0px;--awb-border-bottom-left-radius:0px;--awb-border-bottom-right-radius:0px;--testimonial-border-width-top:0px;--testimonial-border-width-right:0px;--testimonial-border-width-bottom:0px;--testimonial-border-width-left:0px;--awb-testimonial-text-font-family:&quot;Lato&quot;;--awb-testimonial-text-font-style:normal;--awb-testimonial-text-font-weight:400;--awb-name-company-font-family:&quot;Lato&quot;;--awb-name-company-font-style:normal;--awb-name-company-font-weight:400;\" data-random=\"0\" data-speed=\"4000\"><div class=\"reviews\"><div class=\"review active-testimonial alignment-right no-avatar\" style=\"--awb-avatar-size:0px;\"><blockquote><div class=\"awb-quote\"><div class=\"awb-quote-content\">\n<p>&#8220;The future of place marketing lies in strategic partnerships rather than short-term sponsorship.&#8221;<\/p>\n<\/div><\/div><span class=\"awb-triangle\"><\/span><\/blockquote><div class=\"author\"><span class=\"company-name\"><strong>Thorsten Kausch, Managing Director of Stadtmanufaktur<\/strong><\/span><\/div><\/div><\/div><\/div><div class=\"fusion-title title fusion-title-5 fusion-sep-none fusion-title-text fusion-title-size-three\" style=\"--awb-text-color:var(--awb-custom_color_1);--awb-margin-top-small:0px;--awb-margin-right-small:0px;--awb-margin-bottom-small:20px;--awb-margin-left-small:0px;\"><h3 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;Lato&quot;;font-style:normal;font-weight:400;margin:0;--fontSize:30;line-height:1.3;\">2. transformation requires communication and skills as a mediator<\/h3><\/div><div class=\"fusion-text fusion-text-8\"><p>The transformation of cities &#8211; whether through the mobility turnaround, inner-city redevelopment, digitalization or climate adaptation &#8211; regularly causes uncertainty and thus resistance. There is often not a lack of ideas, but a lack of: <\/p>\n<ul>\n<li>Transparency,<\/li>\n<li>(Process) understanding,<\/li>\n<li>Integration and<\/li>\n<li>emotional involvement.<\/li>\n<\/ul>\n<p>Place marketing can play a key role here: <strong>as a mediator, translator and shaper of communication<\/strong> between the city, politics, administration, business and citizens, so that conflicts become opportunities.<\/p>\n<p>Today, <a href=\"https:\/\/www.stadtmanufaktur.com\/en\/strategic-consulting\/methodology\/participation-and-co-creation\/\">participation<\/a> and <a href=\"https:\/\/www.stadtmanufaktur.com\/en\/strategic-consulting\/methodology\/strategic-communication\/\">strategic communication<\/a> are not add-ons, but key success factors for change in cities &#8211; and an integral part of <a href=\"https:\/\/www.stadtmanufaktur.com\/en\/consulting\/urban-development\/\">modern urban development<\/a>. The aim is to make complex processes tangible &#8211; and not just to inform stakeholders, but to involve and activate them.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-6 fusion-sep-none fusion-title-text fusion-title-size-three\" style=\"--awb-text-color:var(--awb-custom_color_1);--awb-margin-top-small:0px;--awb-margin-right-small:0px;--awb-margin-bottom-small:20px;--awb-margin-left-small:0px;\"><h3 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;Lato&quot;;font-style:normal;font-weight:400;margin:0;--fontSize:30;line-height:1.3;\">3. place marketing strengthens democracy<\/h3><\/div><div class=\"fusion-text fusion-text-9\"><p>What is often forgotten: <strong>Democracy thrives on the local.<\/strong> From encounters, exchange, discourse &#8211; but also from tolerating different perspectives. This applies to cities and place marketing: <\/p>\n<ul>\n<li>The city is a stage for <strong>a wide variety of lifestyles and contradictions<\/strong> and thrives on contrasts.<\/li>\n<li>Especially in today&#8217;s world, <b>democracy needs <\/b><strong>shared spaces and experiences<\/strong> where people can come into contact with each other across bubbles, understand each other&#8217;s perspectives and start the negotiation process.<\/li>\n<li><b>Democracy thrives on <\/b><strong>trust, visibility and belonging<\/strong> &#8211; these feelings are not created on social media platforms, but in parks, squares, at city festivals, at markets and in meeting formats.<\/li>\n<\/ul>\n<p><strong>Place marketing can create precisely these spaces:<\/strong> It curates experiences, moderates discourse, tells stories that connect &#8211; and brings different groups together at eye level. It is the positive stories that increase citizens&#8217; pride in their city and thus create a bond and identification.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-7 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:var(--awb-custom_color_1);--awb-margin-top-small:0px;--awb-margin-right-small:0px;--awb-margin-bottom-small:20px;--awb-margin-left-small:0px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;Lato&quot;;font-style:normal;font-weight:400;margin:0;--fontSize:40;line-height:1.3;\">The new role: <span style=\"font-size: 1em; background-color: rgba(0, 0, 0, 0);\">place marketing as an urban platform for the future<\/span><\/h2><\/div><div class=\"fusion-text fusion-text-10\"><p>Let&#8217;s summarize briefly: I am convinced that <a href=\"https:\/\/www.stadtmanufaktur.com\/en\/strategic-consulting\/place-branding\/city-marketing\/\">place marketing<\/a> <b>needs to<\/b> redefine its role and structure and <b>position itself as an urban platform for the future.<\/b> And I can see that cities like <a href=\"https:\/\/www.stadtmanufaktur.com\/en\/projects\/innsbruck-place-marketing-as-city-curator\/\">Innsbruck<\/a> or <a href=\"https:\/\/www.stadtmanufaktur.com\/en\/projects\/reutlingen-restructuring-place-marketing\/\">Reutlingen<\/a> that dare to make this change will gain strength and prospects. Place marketing companies like these are becoming the: <\/p>\n<ul>\n<li><strong>Alliance farmers<\/strong> between the public sector, business and civil society<\/li>\n<li><strong>Communication hub<\/strong> for transformation<\/li>\n<li><strong>Democracy architect<\/strong> in the public space<\/li>\n<\/ul>\n<p>This cannot be achieved with old financing models, but through:<\/p>\n<ul>\n<li><strong>Targeted partnerships<\/strong><\/li>\n<li><strong>Hybrid financing<\/strong> (public, private, eligible for subsidies)<\/li>\n<li><strong>Clear project logic<\/strong> and comprehensible impact measurement<\/li>\n<li><strong>Involvement of new players<\/strong> &#8211; from business, culture, education, social affairs<\/li>\n<\/ul>\n<\/div><div class=\"fusion-testimonials classic awb-speech-bubble-show fusion-testimonials-2\" style=\"--awb-textcolor:var(--awb-custom_color_2);--awb-testimonial-text-font-size:22px;--awb-testimonial-text-line-height:1.2;--awb-testimonial-text-text-transform:none;--awb-backgroundcolor:var(--awb-custom18);--awb-margin-top:40px;--awb-margin-bottom:40px;--awb-testimonial-border-style:solid;--awb-testimonial-border-color:var(--awb-color3);--awb-navigation-size:12px;--awb-border-top-left-radius:0px;--awb-border-top-right-radius:0px;--awb-border-bottom-left-radius:0px;--awb-border-bottom-right-radius:0px;--testimonial-border-width-top:0px;--testimonial-border-width-right:0px;--testimonial-border-width-bottom:0px;--testimonial-border-width-left:0px;--awb-testimonial-text-font-family:&quot;Lato&quot;;--awb-testimonial-text-font-style:normal;--awb-testimonial-text-font-weight:400;--awb-name-company-font-family:&quot;Lato&quot;;--awb-name-company-font-style:normal;--awb-name-company-font-weight:400;\" data-random=\"0\" data-speed=\"4000\"><div class=\"reviews\"><div class=\"review active-testimonial alignment-right no-avatar\" style=\"--awb-avatar-size:0px;\"><blockquote><div class=\"awb-quote\"><div class=\"awb-quote-content\">\n<p>&#8220;In a time of increasing polarization and disinformation, place marketing is becoming a democratic infrastructure in the best sense of the word.&#8221;<\/p>\n<\/div><\/div><span class=\"awb-triangle\"><\/span><\/blockquote><div class=\"author\"><span class=\"company-name\"><strong>Thorsten Kausch, Managing Director of Stadtmanufaktur<\/strong><\/span><\/div><\/div><\/div><\/div><div class=\"fusion-title title fusion-title-8 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:var(--awb-custom_color_1);--awb-margin-top-small:0px;--awb-margin-right-small:0px;--awb-margin-bottom-small:20px;--awb-margin-left-small:0px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;Lato&quot;;font-style:normal;font-weight:400;margin:0;--fontSize:40;line-height:1.3;\">Consequences of the new role for partnerships and alliances<\/h2><\/div><div class=\"fusion-text fusion-text-11\"><p><span style=\"background-color: rgba(0, 0, 0, 0);\">This change in role has key consequences for the management of partnerships &#8211; and thus for the financing models of place marketing companies.<\/span><\/p>\n<\/div><div class=\"fusion-title title fusion-title-9 fusion-sep-none fusion-title-text fusion-title-size-three\" style=\"--awb-text-color:var(--awb-custom_color_1);--awb-margin-top-small:0px;--awb-margin-right-small:0px;--awb-margin-bottom-small:20px;--awb-margin-left-small:0px;\"><h3 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;Lato&quot;;font-style:normal;font-weight:400;margin:0;--fontSize:30;line-height:1.3;\">1. new partners become relevant &#8211; traditional ones lose exclusivity<\/h3><\/div><div class=\"fusion-text fusion-text-12\"><p>The traditional focus on retail and tourism is being expanded to include stakeholders from business, education, health, social affairs and civil society. In concrete terms, this means that many traditional partners (e.g. local chain stores) are losing influence, while systemically relevant employers or foundations are gaining in importance. <\/p>\n<p><b>New (key) partners are added or given greater weighting. <\/b>Here are a few examples:<\/p>\n<ul>\n<li>Companies with an interest in skilled workers<\/li>\n<li>Universities and educational institutions<\/li>\n<li>Social and health facilities<\/li>\n<li>Cultural and civil society initiatives<\/li>\n<li>Real estate and housing industry<\/li>\n<li>Foundations with a focus on democracy, participation and sustainability<\/li>\n<\/ul>\n<\/div><div class=\"fusion-title title fusion-title-10 fusion-sep-none fusion-title-text fusion-title-size-three\" style=\"--awb-text-color:var(--awb-custom_color_1);--awb-margin-top-small:0px;--awb-margin-right-small:0px;--awb-margin-bottom-small:20px;--awb-margin-left-small:0px;\"><h3 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;Lato&quot;;font-style:normal;font-weight:400;margin:0;--fontSize:30;line-height:1.3;\"><h3>2. partnerships are theme- and project-related<\/h3><\/h3><\/div><div class=\"fusion-text fusion-text-13\"><p>We no longer need &#8220;the&#8221; partnership in the long term, but rather <b>tailor-made alliances for specific projects and goals.<\/b> Only those who clearly state concrete goals and benefits can attract relevant partners. These can be donors, land donors, multipliers or know-how providers. This makes cooperation more flexible, more effective and easier to communicate (both internally and to the public). This also means   <\/p>\n<ul>\n<li>More temporary, agile cooperation models<\/li>\n<li>Project-specific pooling of resources<\/li>\n<li>Binding target definition and evaluation<\/li>\n<li>Partner selection follows the objective &#8211; not the other way around<\/li>\n<\/ul>\n<\/div><div class=\"fusion-title title fusion-title-11 fusion-sep-none fusion-title-text fusion-title-size-three\" style=\"--awb-text-color:var(--awb-custom_color_1);--awb-margin-top-small:0px;--awb-margin-right-small:0px;--awb-margin-bottom-small:20px;--awb-margin-left-small:0px;\"><h3 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;Lato&quot;;font-style:normal;font-weight:400;margin:0;--fontSize:30;line-height:1.3;\"><h3>3. benefit orientation replaces pure sponsoring<\/h3><\/h3><\/div><div class=\"fusion-text fusion-text-14\"><p>Partners no longer invest &#8220;out of goodwill&#8221;, but because they themselves benefit from the indirect effect (e.g. image, securing skilled workers, visibility, trust in urban society). This benefit must be clearly and individually argued by place marketing and achieved through the following new approaches: <\/p>\n<ul>\n<li><strong>&#8220;Win-win stories&#8221;<\/strong> instead of blanket sponsorship deals<\/li>\n<li><strong>Cooperative financing<\/strong> (public + private + subsidized)<\/li>\n<li><strong>Combination of image, visibility, co-design<\/strong><\/li>\n<\/ul>\n<\/div><div class=\"fusion-builder-row fusion-builder-row-inner fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"--awb-flex-grow:0;--awb-flex-grow-medium:0;--awb-flex-grow-small:0;--awb-flex-shrink:0;--awb-flex-shrink-medium:0;--awb-flex-shrink-small:0;width:104% !important;max-width:104% !important;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column_inner fusion-builder-nested-column-2 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:5%;--awb-margin-top-large:15px;--awb-spacing-right-large:38.4%;--awb-margin-bottom-large:15px;--awb-spacing-left-large:38.4%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column_inner fusion-builder-nested-column-3 fusion-flex-column\" style=\"--awb-padding-top:50px;--awb-padding-right:50px;--awb-padding-bottom:50px;--awb-padding-left:50px;--awb-bg-color:hsla(var(--awb-color2-h),var(--awb-color2-s),calc(var(--awb-color2-l) + 2%),var(--awb-color2-a));--awb-bg-color-hover:hsla(var(--awb-color2-h),var(--awb-color2-s),calc(var(--awb-color2-l) + 2%),var(--awb-color2-a));--awb-bg-size:cover;--awb-border-color:var(--awb-color5);--awb-border-left:5px;--awb-border-style:solid;--awb-width-large:90%;--awb-margin-top-large:60px;--awb-spacing-right-large:2.1333333333333%;--awb-margin-bottom-large:60px;--awb-spacing-left-large:2.1333333333333%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper lazyload fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column fusion-column-has-bg-image\" data-bg-url=\"https:\/\/dev.stadtmanufaktur.com\/wp-content\/uploads\/2024\/08\/stadtnetz-hintergrund.png\" data-bg=\"https:\/\/dev.stadtmanufaktur.com\/wp-content\/uploads\/2024\/08\/stadtnetz-hintergrund.png\"><div class=\"fusion-title title fusion-title-12 fusion-sep-none fusion-title-text fusion-title-size-three\" style=\"--awb-text-color:var(--awb-color5);--awb-margin-top-small:0px;--awb-margin-right-small:0px;--awb-margin-bottom-small:20px;--awb-margin-left-small:0px;\"><h3 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;--fontSize:30;line-height:1.3;\">Knowledge for future makers<\/h3><\/div><div class=\"fusion-text fusion-text-15 fusion-text-no-margin\" style=\"--awb-margin-bottom:20px;\"><p>Our newsletter on place branding and urban development &#8211; in your mailbox every 3 months.<\/p>\n<\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:20px;width:100%;\"><\/div><div ><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-1 fusion-button-span-no fusion-button-default-type\" target=\"_self\" href=\"https:\/\/www.stadtmanufaktur.com\/en\/newsletter-registration\/\"><i class=\"fa-arrow-right fas awb-button__icon awb-button__icon--default button-icon-left\" aria-hidden=\"true\"><\/i><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Subscribe now<\/span><\/a><\/div><\/div><\/div><\/div>\n<div class=\"fusion-title title fusion-title-13 fusion-sep-none fusion-title-text fusion-title-size-three\" style=\"--awb-text-color:var(--awb-custom_color_1);--awb-margin-top-small:0px;--awb-margin-right-small:0px;--awb-margin-bottom-small:20px;--awb-margin-left-small:0px;\"><h3 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;Lato&quot;;font-style:normal;font-weight:400;margin:0;--fontSize:30;line-height:1.3;\"><h3>4. trust, attitude and values come to the fore<\/h3><\/h3><\/div><div class=\"fusion-text fusion-text-16\"><p>In times of social polarization and growing uncertainty, partners are also selected on the basis of <b>content fit, attitude and integrity<\/b>. The same applies to companies and organizations that pay more attention to the compatibility of values in their cooperation with cities. This leads to:  <\/p>\n<ul>\n<li>value-based partnership models<\/li>\n<li>transparent communication<\/li>\n<li>a shared understanding of the city as a vibrant, diverse space<\/li>\n<\/ul>\n<\/div><div class=\"fusion-title title fusion-title-14 fusion-sep-none fusion-title-text fusion-title-size-three\" style=\"--awb-text-color:var(--awb-custom_color_1);--awb-margin-top-small:0px;--awb-margin-right-small:0px;--awb-margin-bottom-small:20px;--awb-margin-left-small:0px;\"><h3 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;Lato&quot;;font-style:normal;font-weight:400;margin:0;--fontSize:30;line-height:1.3;\"><h3>5. place marketing becomes an enabler &#8211; not the main player<\/h3><\/h3><\/div><div class=\"fusion-text fusion-text-17\"><p>As discussed above, the role of place marketing is shifting from a &#8220;doing&#8221; authority to a <b>curating, coordinating and connecting platform.<\/b> And: good partnerships are not created through control, but through clever moderation, mediation and structuring. This shift in self-image and relationship management is also changing the roles and tasks of place marketing within partnerships: <\/p>\n<ul>\n<li>Platform logic in project management<\/li>\n<li>Promotion of self-organization and participation<\/li>\n<li>Trusting cooperation at eye level<\/li>\n<\/ul>\n<\/div><div class=\"fusion-title title fusion-title-15 fusion-sep-none fusion-title-text fusion-title-size-three\" style=\"--awb-text-color:var(--awb-custom_color_1);--awb-margin-top-small:0px;--awb-margin-right-small:0px;--awb-margin-bottom-small:20px;--awb-margin-left-small:0px;\"><h3 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;Lato&quot;;font-style:normal;font-weight:400;margin:0;--fontSize:30;line-height:1.3;\"><h3>  6. strong stakeholder communication as a success factor<\/h3><\/h3><\/div><div class=\"fusion-text fusion-text-18\"><p>Different stakeholder groups have different information needs. Involving them appropriately and in a targeted manner creates trust and safeguards processes. <span style=\"background-color: rgba(0, 0, 0, 0);\">The prerequisite for such strategic and empathetic communication in <\/span><a style=\"background-color: rgba(0, 0, 0, 0);\" href=\"https:\/\/www.stadtmanufaktur.com\/en\/strategic-consulting\/methodology\/stakeholder-management\/\">stakeholder management<\/a><span style=\"background-color: rgba(0, 0, 0, 0);\"> is an <\/span><b style=\"background-color: rgba(0, 0, 0, 0);\">awareness of the needs and concerns of the people and organizations <\/b><span style=\"background-color: rgba(0, 0, 0, 0);\">behind the collective term <\/span><span style=\"background-color: rgba(0, 0, 0, 0);\">&#8220;<\/span><span style=\"background-color: rgba(0, 0, 0, 0);\">stakeholder<\/span><span style=\"background-color: rgba(0, 0, 0, 0);\">&#8220;<\/span><span style=\"background-color: rgba(0, 0, 0, 0);\">.<\/span> <span style=\"background-color: rgba(0, 0, 0, 0);\">It is important to recognize the respective objectives and to choose appropriate communication &#8211; in terms of channel, language, content and timing.<\/span><\/p>\n<\/div><div class=\"fusion-testimonials classic awb-speech-bubble-show fusion-testimonials-3\" style=\"--awb-textcolor:var(--awb-custom_color_2);--awb-testimonial-text-font-size:22px;--awb-testimonial-text-line-height:1.2;--awb-testimonial-text-text-transform:none;--awb-backgroundcolor:var(--awb-custom18);--awb-margin-top:40px;--awb-margin-bottom:40px;--awb-testimonial-border-style:solid;--awb-testimonial-border-color:var(--awb-color3);--awb-navigation-size:12px;--awb-border-top-left-radius:0px;--awb-border-top-right-radius:0px;--awb-border-bottom-left-radius:0px;--awb-border-bottom-right-radius:0px;--testimonial-border-width-top:0px;--testimonial-border-width-right:0px;--testimonial-border-width-bottom:0px;--testimonial-border-width-left:0px;--awb-testimonial-text-font-family:&quot;Lato&quot;;--awb-testimonial-text-font-style:normal;--awb-testimonial-text-font-weight:400;--awb-name-company-font-family:&quot;Lato&quot;;--awb-name-company-font-style:normal;--awb-name-company-font-weight:400;\" data-random=\"0\" data-speed=\"4000\"><div class=\"reviews\"><div class=\"review active-testimonial alignment-right no-avatar\" style=\"--awb-avatar-size:0px;\"><blockquote><div class=\"awb-quote\"><div class=\"awb-quote-content\">\n<p>&#8220;Good partnerships are not created through control, but through clever moderation, mediation and structuring.&#8221;<\/p>\n<\/div><\/div><span class=\"awb-triangle\"><\/span><\/blockquote><div class=\"author\"><span class=\"company-name\"><strong>Thorsten Kausch, Managing Director of Stadtmanufaktur<\/strong><\/span><\/div><\/div><\/div><\/div><div class=\"fusion-title title fusion-title-16 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:var(--awb-custom_color_1);--awb-margin-top-small:0px;--awb-margin-right-small:0px;--awb-margin-bottom-small:20px;--awb-margin-left-small:0px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;Lato&quot;;font-style:normal;font-weight:400;margin:0;--fontSize:40;line-height:1.3;\">Conclusion: Common concerns as the basis for strategic alliances &#8211; and sustainable financing<\/h2><\/div><div class=\"fusion-text fusion-text-19\"><p>The framework conditions for place marketing have been changing fundamentally for years: public funds are often no longer sufficient, subsidies are running out, private funds are more difficult to raise &#8211; and at the same time the demands on effectiveness, participation and communication are growing.<\/p>\n<p>The solution is not to return to old financing models, but to realign the partner strategy:<b> city marketing companies must see themselves as a platform for cooperation, communication and democratic cooperation &#8211; and involve new and old partners in a project-related, value-oriented and benefit-oriented manner<\/b>.<\/p>\n<p>Securing skilled workers, urban transformation and maintaining social cohesion are common challenges that require and enable new alliances &#8211; between administration, business, civil society and place marketing.<\/p>\n<p>This is the only way to create place marketing that is more than just location advertising &#8211; it is an instrument for shaping the future of the city.<\/p>\n<\/div><div class=\"fusion-text fusion-text-20\" style=\"--awb-margin-top:40px;\"><p>Image credit: Stadtmanufaktur GmbH, Flo Gassner (Innsbruck)<\/p>\n<\/div><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Place marketing costs money. But the days of endless public funding are over. Thorsten Kausch shows how a new understanding of the role of place marketing organizations and strategic alliances can secure funding.  <\/p>\n","protected":false},"author":7,"featured_media":11272,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[138,125],"tags":[],"class_list":["post-11113","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-city-marketing","category-trends-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Place marketing needs new financing models<\/title>\n<meta name=\"description\" content=\"Place marketing costs money. But the days of endless public funding are over. Strategic alliances &amp; new partners can secure financing.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.stadtmanufaktur.com\/en\/magazine\/financing-city-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Place marketing needs new financing models\" \/>\n<meta property=\"og:description\" content=\"Place marketing costs money. But the days of endless public funding are over. 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