City Branding in the Baltic Sea Region - ubc.net · Future Place Leadership™ City Branding in the Baltic Sea Region Pärtel-Peeter Pere CEO and co-founder @placeleadership XIV UBC

Future PlaceLeadership™


City Branding in the

Baltic Sea Region

Pärtel-Peeter PereCEO and co-founder@placeleadership

XIV UBC General Conference

Växjö 2017 #UBC_BSR




Place branding

Placemaking

Talent attraction

Change leadership

Workshop



Place branding



Branding a place is not marketing

Place brand = reputation

Branding = strategic process



From countries to regions


“Fifteen years ago, 80 percent of

people said they chose the

company before the city”

Today, 64 percent choose the city

before they choose the company

or the job”.

Charles Landry

Place matters – more than ever.


Place attractiveness in the 21st century

“Today’s conflict pits contemporary urban

combatants: enraged car owners, and

everybody else.”

Economist

September 2017



Aim



Example of a nation brand platform – Sweden


Example of a nation brand platform – Sweden

www.theswedishnumber.se


Pomerania, Poland



Finland – the world’s problem solver by

2030





Gothenburg, Sweden



Step-by-step guide –before > leaving

One-stop-shopSpouses – work &

well-being

Social networks & acitivities

Capacity building

Gothenburg, Sweden



Tampere, Finland

One voice marketing LinkedIn Information centre

Mentor programmesDemola – openinnovation for

students



Aarhus, Denmark



well-being


Capacity building



Copenhagen

Regional talent strategy

Talent department Global campaigns

Move to DK appAmbassador networksInternational House

CPH


Greater Copenhagen brand



Aim



Branding the Nordic Region – Nordic Council of Ministers

@The_Nordics



Traces of the North

@The_Nordics

Fadumo Dayib

Refugee Finland since 1990

Ran for presidency in Somalia



A Baltic Sea Region brand?








Placemaking



Placemaking

Architecture

The social side. People


Louvre Lens

Lens, in Nord-Pas-de-Calais region,

France

A coal mining town until 1960.

“But there has not previously been such

an extreme contrast between the majesty

of the art and the humbleness of the

location.” – Guardian.


MONA

• The Museum of Old and New Art (MONA)

• Hobart, Tasmania, Australia• Lonely Planet 2012: Top 10 cities to

visit in 20131. San Francisco, US2. Amsterdam, Netherlands3. Hyderabad, India4. Derry/Londonderry, Northern

Ireland5. Beijing, China6. Christchurch, New Zealand7. Hobart, Australia8. Montreal, Canada9. Addis Ababa, Ethiopia10. Puerto Iguazu, Argentina


Schouwburgplein, Rotterdam

• Central square…

• but grossly underused…

• STIPO and “programming the square”

• 2,5 mln visitors

• Events

• Companies


Garema Place, Canberra, Australia

Underused central public square

8 day experiment

Simple tools

#BackYardExperiment

http://streetfurniture.com/au/backyardexperiment/


Garema Place, Canberra, Australia

Before –

97% passed through

After

190 % more people passed by (it

become a preferred route),

247% more people chose to sit down

in the park

631% more children were at the park

and a nearly

400% more couples and almost

500% more families were attracted to

the park.





Business

More people = more revenue. Case: Auckland, New Zealand

Counting Walking to Make Walking Count

Cost of walking traffic delays $11,7 mln /

year

(10 crossings in the business district)

For example:

7 700 pedestrians (and 12 00 cars)

The average delay/pedestrian 27 seconds

= 161,115 hours / year.

= delay costs $ 2,2 mln




Talent Attraction


The cornerstones of Talent Attraction Management






well-being


Capacity building

Gothenburg, Sweden



Helsinki

• Helsinki Region Chamber of Commerce’s project Chamber of Multicultural Enterprises (COME)

• International House Helsinki (coming up)

• City, regional and national co-operation #TAMFinland

Successful Multicultural Company campaign in 2017

• Competition for awareness raising, giving recognition

• Survey and measuring multicultural mindset (Geert Hofstede)

• Results revealed at Gala on October 5, 2017.

#työelämä

@Tyoelama2020

https://twitter.com/Tyoelama2020



Co-created marketing: Move to

Stockholm campaign





Creative campaigns: Best summer job in the world



Trainee SØR Programme

Purpose - recruit ambitious, highly skilled talents to the 35

member companies.

Results

In 2016, 21 trainees were part of the programme.

• 35 % of the 112 total since trainees from outside the

region

• 90 % of trainees received a job offer from a company in

the region - 79% within the member companies - after the

programme had finished, and

• 71 % still work and live in the region.



Youth Goodwill Ambassador Corps Network

Youth Goodwill Ambassador Network of Denmark (YGA) is a global network of talented international students. They brand Denmark as an attractive study destination while working to increase the job opportunities for the appointed youth ambassadors as well as international talents in Denmark …

Today, the network consists of 350 international students from more than 50 countries worldwide.

Founded in 2010 by Copenhagen Capacity and Wonderful Copenhagen, in partnership with the Danish Agency for universities and internation-alisation, the network is managed by Copenhagen Capacity’s Talent department.


Create Lithuania

Attracting diaspora back

• Average age 25

• Attracting temporarily

• Reception services

• Integration (part of a group)

• Ambassadors of the programme

Success factors

• Specific target audience

• Temporary – 1 year

• Specific goal upon arrival

• Various task areas and rotation


Create Lithuania

Results

• 100 + young professionals stayed

• 80% say the Programme was the reason for

staying

• 72% participants stay in Lithuania



Final word on stakeholders


Denmark

• Confederation of Danish Industries

(DI)

• Talent department

• Lobbies, networks, researches, does

events

• Global Talent Summit 2016

– DI and Mercuri Urval facilitated a

conference attended by 200

stakeholders from both the private

and the public sector.


Works with companies


Helsinki and SuperCell



- High-level

business people

played key role

- Data &

benchmarking can

help

- 4 + 4 + 5 group

of stakeholders

- Three layers:

Project, steering

& ’super

steering’ groups

- Project / process

management

- Let as many

people as possible

have a say

- Dedicate

resources

- Simple action plan

- Start w/ low

hanging fruits –

four actions

- Second round of

consultation w/

key

stakeholders

- Lobbying / new

interfaces

- Build

management

system

- Work hard!

- Keep involving

more

stakeholders

- Keep sense of

urgency up

Eight steps of change management:

Gothenburg case



20 – 80



20%




Stakeholder involvement is key

What do you have to offer?

How do you create sustainaned change?



The trick is to become part of the local fabric


State of the Digital Region

• Annual report

• Baltic Development Forum and

Microsoft

• As a complement to EU Single Market

Strategy

• Key points

– Global pipelines

– Cities at the front

– Connect the region

– Create buzz




Workshop


Workshop – involving stakeholders in BSR city branding

In groups, 20 min

• Leadership for future –– Who needs to act? – How to work with sustainability?

• How can you play an active part in – City branding? – UBC’s communication?– Image building / Brand

ambassadors? • What can you do – as individuals,

students, organisations, NGOs or ascity representatives.

• KEYWORDS!

Plenary, 20 min

In keywords and < 3 min

• Present group discussion

conclusions

• Your next steps!



City Branding in the

Baltic Sea Region

Pärtel-Peeter PereCEO and co-founder@placeleadership

XIV UBC General Conference

Växjö 2017 #UBC_BSR

City Branding in the Baltic Sea Region - ubc.net · Future Place Leadership™ City Branding in the Baltic Sea Region Pärtel-Peeter Pere CEO and co-founder @placeleadership XIV UBC

Documents