From worrying about each other to believing in each other
About Leaders
The municipalities of Almere, Leiden, Rotterdam, Zoetermeer and Zwolle formed a leading group when it came to city management. City management had gone through a major development: from maintaining public space and keeping it clean, whole and safe, to improving livability, and contributing to major social issues.
Challenge
A hidden story of city management, full of innovations, ready to be discovered. The leading group wanted to reveal this story, to inspire a community of passionate professionals, attract qualified talent and enchant partners with collaboration. The mission? To forge a vibrant and enchanting marketing vision, strategy and action plan for city management with the leading group and individual municipalities.
Approach
With a dream team, consisting of three participants from each municipality, we went through the process. An important basis were seven relevant social developments for Stadsbeheer and an analysis of target groups/personas. From empathy we arrived at the purpose and an overarching and 'heart beating' story. This story was substantiated with concrete initiatives and finally translated into a concrete action plan per municipality.
Result
- A lived and inspiring conviction and vision for the future: City Management stands for outdoor happiness, now and in the future, and 5 values that went with it
- A clear strategy to flesh out the next level City Management, with a concrete action plan and communication model for each municipality with elaborations to implement this vision
- A common story that people can commit to
