Communication and marketing activities of metropolitan areas
of Europe
....or how to convince regional stakeholders to intensify the regional
cooperation?
Raymond SallerCity of MunichDepartment of Labor andEconomic Development
Starting point: the PR work of the
as a model for communication of the strategic targets of the
RP in order to gain support of people and politicians.
Why?• as the first important step of the
LAP
• as a „joint project“ to stimulate cooperation
• as the basis for the formation of a regional identity
• to give us ideas how to rise public support
• awareness raising of the principles of the RP
What was analysed?
• Brochures
• Internet presentation
• PR activities
of the different regional stakeholders
First findings
• region as a platform
• target oriented, pragmatic approach
• bundling activities instead of copying
• fostering cooperation of similar institutions like the chambers of commerce...
• creating support of citizens and politicians
• region as the „roof“
• regional and local branding
• stimulating partnerships (PPP)
Towards a Local Action Plan for the Munich Region
Increasing the sense of urgency (opportunity) and improvement of the
framework for a better regional cooperation
Specific objectives
• Pilot projects to strengthen the existing cooperation among the stakeholders
• Adapting of the services already done by the stakeholders
• Using the region as an umbrella and as a brand that links and unites the local and regional activities
Target groups
• Regional Planning Asociation (MA)
• European Metropolitan Area of Munich
• Chamber of Commerce and Industry for Munich and Upper Bavaria
• City of Munich
The idea is to start with a core group of actors.
Steps of implementation • Best practices of communication and marketing strategies of European Metropolitan Areas
• Comparison with the Munich activities
• Defining (new) fields of cooperation
• Further development
• Pragmatic approach
Methodology on project level
• Further development of existing activities step by step
• Convincing and motivation instead of criticisms
• voluntary based
Complementation with other interventions
• do not invent the wheel twice!
• „best practices“ and empty fields
Financing of your pilot project
• City of Munich pays for the initial study
• Stakeholders have to adapt their services
• EMM and MA improve their services
Innovative character
• Using the resources of the stakeholders
• Using soft tools
• Public support as fuel of the cooperation
• Starting pragmatically