city marketing
strategy – action – organisation
Order as a digital download (PDF and ePub)
BOOK
WHAT DOES THIS BOOK OFFER?
- Pragmatic handbook
Apply the content to check and optimise your existing marketing approach. Or use the book to develop a new strategy. Pragmatic, almost like a do-it-yourself book, describing many examples. With practical step-by-step tips. - For cities of all sizes
It’s for villages, towns, megacities. Place marketing situations will always differ, principles can be applied by many, including regions and countries. - Strategic direction and creative inspiration
The book provides insights on how to optimise the city marketing approach. It’s written for experienced cities, as well as cities starting from scratch.
TOPICS
SOME OF THE TOPICS
- How to stand out in the crowd, how to develop a competitive identity
- Dealing with dilemmas, making difficult choices
- How to translate the long term marketing strategy into day-to-day activities?
- Applying effective principles, such as ‘budget low, impact high’
- How to set up partnerships: how to collaborate with business and organisations in the city
- What are good ways of organising … Models, ….,
- Very pragmatic: examples, analyses, food for thought, concrete suggestions
- Integrated approach: city marketing is a multi-faceted topic. It requires back to a number of basic principles and to a cohesive approach
CONTENT
I. CITY MARKETING STRATEGY
1. City marketing: easy and complicated at the same time
2. What’s your city’s purpose and impact?
3. Different cities, different challenges
4. A clear city mission and vision: a vital starting point
5. The various customers and target groups of the city
6. The city as a brand
7. Distinctiveness, relevance & credibility: basis for a strong city brand
8. The character of the city
9. Economic image of the city
II. CITY MARKETING ACTION
10. Effective city marketing principles
11. Visual identity of the city
12. Atmosphere in the city / Architecture icons
13. Events and experiences
14. Ambassadors
15. Toolkits
III. CITY MARKETING ORGANISATION
16. Governance, roles and responsibilities
17. Public private partnerships
AUTHOR
ABOUT THE AUTHOR
Robbert Nesselaar MSc (Business Economics, Erasmus University Rotterdam) is an experienced consultant in the field of city marketing and place branding. For over 20 years, he has worked for and with numerous cities, regions and countries. In line with his work in the field of urban marketing, Robbert Nesselaar is also engaged in activities related to positive community impact and sustainable urban development. As Founder and President of the International Generation Games Association, Robbert shares a non-profit, intergenerational sports event with cities around the world.
CONTACT
Nesselaar Urban Consultancy BV
World Trade Center Rotterdam
Beursplein 37
PO Box 30039
3001 DA Rotterdam The Netherlands
info@nesselaarurbanconsultancy.com
KvK Rotterdam: 24248158
BTW/VAT: NL808516383B03
IBAN: NL47 ABNA 0405405200