REGIONAL AND CITY MARKETING
By Miguel Santos, Asja Dabaut, Andreea-Maria Galan, Mercedes
Vandenbroucke & Caro Willaert (group 9)
GHENT
• Business not-local
• Eco-friendly
PERSONA
Freya is an eco-friendly woman of 35
years old. She’s half Belgian, half
American. She grew up in New York
and has a degree in Climate and
Society from Columbia University.
Freya loves reading about astrology,
enjoys watching ”Friends” and likes
to write poetry.
In 2012, she launched a start up
company with two other graduates.
They named their company ”So you”,
which has grown a lot in the years
since. They would like to open their
first European branch in Belgium.
GAINS
• Ghent has a high start-up success rate
• Positive start-up vibe
• Startersfabriek
• A lot of her company’s online orders are from Belgium
• Eco-friendly community
• Young professionals speak English
• Many available resources
• Lots of location opportunities
PAINS
• Don’t know the competitors well
• Don’t speak the local language
• Different culture
• Cost of living in Ghent
• Unsure on where to start
CUSTOMER JOURNEY
• Awareness
• Orientation
• Conversion
• Use
• Ambassador
CUSTOMER JOURNEY
• What does Freya do in the different phases?
• What kind of questions does Freya have in this phase?
• Which social media does she use?
PLANNING STAR
PLANNING STAR
• Ambition
• Date: May/June 2020
• Frequency: review after first year
• Non-local startup
• Responsible: city marketing department & startup
supporters
• Message: eco-friendliness
• Budget
• Effect
• Social weather conditions
• Communication desires
COMMUNICATION STRATEGY
Basic principles for communicating with businesses
• One government, one voice
• Agile communication
• Digital and open:
• Focus on dialogue and engagement
• Driven by storylines
COMMUNICATION ACTIONS
• Going to business startup fairs
• Social media posts: influencer and content marketing
• Virtual Reality experience “Eco Ghent”
GOALS
• To attract non-local startup businesses that focus on ecofriendliness and new technologies
THANK YOU FOR LISTENING