Presentation HAN University 24-1-2010
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The document discusses regional branding and marketing strategies for the Cool Region of Arnhem Nijmegen in the Netherlands. It outlines plans to attract more international tourists, companies, students, and residents by creating an authentic regional identity through transparent communication on digital platforms. Trends toward more user-generated content and an always-connected experience mean the Cool Region website and campaigns must focus on real stories, places, people and foster two-way dialogue to build an online community.
![HAN Masterclass Arts Meets Science; Branding a Cool Region Ingeborg van den Heuvel Webmaster/ Online brand manager [email_address] www.coolregion.nl linkedin.com /in/ ingeborgvandenheuvel Twitter: @frolle 24 February 2010](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Presentation HAN University 24-1-2010
- 2. HAN Masterclass Arts Meets Science; Branding a Cool Region Ingeborg van den Heuvel Webmaster/ Online brand manager [email_address] www.coolregion.nl linkedin.com /in/ ingeborgvandenheuvel Twitter: @frolle 24 February 2010
- 5. Arnhem Nijmegen Cool Region
- 7. What is regional marketing?
- 8. Regional Marketing: It’s all about identity
- 10. Be pure and real
- 13. Blogging, audio, video, foto, tagging, rating, sharing
- 18. Trends in media use
- 21. What does this all mean for coolregion.nl
Editor's Notes
- The city region Arnhem Nijmegen (consisting 20 municipalities) is situated at the heart of a vast metropolitan area in the east of the Netherlands.
- Here’s our region in relation to the Netherlands and Europe. And here’s our region in relation to airport Weeze, the most important airport in our neighbourhood and is very important for business and business growth in our region.
- Arnhem Nijmegen Cool Region is since 2008 the regional marketing campaign of the city Region Arnhem Nijmegen. The aim of the marketing campaign Arnhem Nijmegen Cool Region is to put the region firmly on the map and make the region digitally findable for visitors and companies from home and abroad! The portal gives basic information about housing, working and shopping locations, study programmes, cultural supply and handy information for visitors. The starting page also contains regional news items. An important part of the web portal are the so-called “market windows” where we display important products from our region in the window, such as fashion, science and technical study programmes and the cultural supply. The portal focusses on strong economic clusters of our region such as energy & the environment, sports & health, technology, tourism and fashion and design. This means that the web portal is dovetailed with the economic agenda of the Urban Region and the Chamber of Commerce. First I want to show our promotional movie.
- City marketing is hot. Regional marketing is hotter. A region like the Arnhem Nijmegen region has more to offer than a cities like Arnhem and Nijmegen alone. Our cities are fare not comparable with New York, Paris or Amsterdam. A region on a map is bigger, than a small city alone. A region has more influence than a small city alone. Nowadays, cities, regions and countries are increasingly concerned about their reputation in relation to competitors. Due to growing similarities between regions in Western Europe, policy makers –in governments and businesses- are interested in the image of regions.
- We want to attract: More (international) tourists and visitors of culture More (international) companies and investors More (international) students and knowledge workers More people who feel at home in this region
- Cool Region believes that our focus for the next years must be on being attractive to our focusgroups Most regions say they’re an attractive region. But the question is ‘Are you really an attractive region?’
- We believe that nowadays marketing has to focus on being pure and real. We experience an information overload everyday. Information comes to us by papers, television, radio, the web and by our mobile phones. In this overload people are searching for authenticity. Real stories in true places of real people with real experiences and real emotions. Another trend is that People online connect in social networks as Facebook and Linkedin with friends or business relations. They’ll rely more on opinions of their ‘online’ friends than the marketing talk of marketeers.
- So for us marketeers the dialogue becomes more and more important. When we look at the trend in online for the next few years we will see that social networks become more popular than they already are. In the near future computers will no longer be information processors. Computers become social wireless machines used to share data and to stay in touch with each other. Everything in and round your house will be connected. Devices are constantly online and become part of your daily routine. Marketeers have to find new ways to reach out to their targetgroups. Dialogue becomes the most important marketing tool. Blogging, audio, video, foto, tagging, rating are new ways to reach out to their audience but also ways for your audience to reach out to you!. Marketeers have to communicate what their product is, what is does and why. There will be a shift in customer relations from one way communication to daring to dialoge with your consumers. Online this shift is also be referred to as Web 1.0 to Web 2.0 / 3.0.
- So the internet becomes all about sharing information with your’re network (friends, family and business relations).
- Social media, User Generated Content and new web technologies are changing the way consumers interact with each other – and with COOL REGION, our brand -
- The consumer is in control. Consumers are everywhere and connect anyhow. We live in an 24 hour economy. The digital revolution makes that people connect easy. Information can be easyaliy shared. When your marketing campaign spreads a false truth, you’ll be critized online.
- You can say: Consumers are there where the good content is. They want to create and share this content via social media (Facebook, Linkedin, Twitter, Google Buzz).
- The best portals in the world offer theire users al sorts of oppurtunities to share and create information. Users want to participate in your site. Forrester Research made a nice model to illustrate this; the so called Social Technographics Ladder. Forrester groups consumers into six different categories of participation. They used the metaphor of a ladder to show this, with the rungs at the higher end of the ladder indicating a higher level of participation. So if your website offers serveral opportunities to participate, users can climb up the social technographics ladder and your’re website will be attractive to come back to.
- Each month, already, more than 15.000 people find their way to our webportal. A third of all visitors come in form German IP addresses. But at this moment we are only connection information to people. Very Web 1.0. There are no interaction of possibilities to share, upload, rate or create content. Yes Cool Region has a twitter account and we have a Flickr account, but social media are not integrated in our marketing strategy yet.
- Now our portal is flat. You don’t breathe our region on our portal. This is also due to the fact that the images used on the portal aren’t recognisable as objects of our region. We use design images in stead of regional markers such as the Gelredome or the Doornenburg Castle. The region has to become more alive. That’s way we want to integrate maps, such as google maps of BING maps, on our website. Maps are user-friendly services where you can find geographical locations. What is nice about maps is that you can extend them with so called mashups like flickr, picasa, youtube, vimeo, Wikipedia, twitter but also advertorials, calendars, restaurants, stores, schools, hospitals and so on…. The region than is represented in a map and the mashups tell us what is going on in the region. Cool Region then becomes a webservice to information.
- Our plans for 2010 – 2011 is to open up our portal for consumers, visitors, students, companies and investors. When our portal becomes a source of experiences, ratings and transparent information, people are likely to come back more often en to participate on our portal. Our goal is to build a community around our brand. Good sites promote their selves. Consumers come where the good content is. We want you to visit our portal and become our ambassador.