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Dundee Discovered an Integrated Brand Action Plan

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Dundee Discovered an Integrated Brand Action Plan Dundee Discovered An Integrated Brand Action Plan DUNDEE’S LOCAL ACTION PLAN IN THE FRAME OF URBACT- CITYLOGO Aarhus | Alba Iulia | Coimbra | Dundee | Genoa | Oslo | Utrecht | Vilnius | Warsaw | Zaragoza Contents Local Support Group .................................. 1 Are you talking to me? Our key audiences ........................ 19 Introduction Our priorities ................................. 19 Convenor of City Development, Cllr Will Dawson .......................................... 2 Doing better with less Background to Project and Digital and Social Media ................. 20 Local Action Plan Integration of brand and URBACT Programme 2007 -2013 ............ 3 city events ........................................ 21 CityLogo Rationale .................................. 3 Staying current CityLogo – Dundee Baseline .................... 3 Keeping relevant ........................... 22 Dundee’s Brand Development to date Reflecting the changes ................. 22 Background ............................................... 7 What’s the difference? Dundee Narrative ...................................... 9 Connecting Brand development Dundee Ambassadors ............................... 11 and Economic Development ......... 23 Visual Narrative ......................................... 13 What does success look like? ...... 23 Target Audiences ....................................... 15 Tools for measuring ....................... 23 Current Challenges and paths for the near Future Set of Actions ................................... 25 Whose Brand is it anyway? ...................... 16 Beyond Participation – effective stakeholder engagement ............ 16 Improving community engagement ......... 17 Governance and Management .................. 17 There’s only one “Dundee” Brand ............ 18 Local Support Group Current members include: Jennifer Caswell Mike Forbes Dundee City Council Insights Diane Milne Richard Gourley Dundee City Council Dundee Science Centre Jennie Patterson Sarah Craig Patter PR & Events City Centre Management Louise Connor University of Dundee Kevin Coe University of Abertay Dundee Tara Wainwright V&A Dundee 1 www.dundee.com Introduction Cllr Will Dawson breakthroughs. Over many is well over halfway towards most associate Dundee with the Convenor of City Development, hundreds of years, the city was an completion. This £1billion project following words – friendly, historic, Dundee City Council. industrious place, linen, weaving, spans 240 acres of land stretching progressive, modern, happy and tanning, shipbuilding and whaling 8km along the River Tay. V&A growing. all played roles in shaping the city’s Dundee is the centre piece of the I am delighted to introduce That’s a vote of confidence in history. It was, as Juteopolis, centre Waterfront regeneration. It will Dundee’s Local Action Plan for its Brand Dundee and our strategic of the world’s jute industry that the bring an international centre of work developed under the CityLogo communications efforts. The city underwent its most rapid period design for Scotland to the city. project. The action plan will enable challenge now is to build on this of growth. What is remarkable is Together with a new railway us to promote our city effectively for the future and this action plan I the way the city has managed to station, and new boutique hotels, over the next 24 months and ensure believe will help us to achieve that. we maximise the opportunities this reinvent itself again, despite the the city is preparing to welcome a phase in Dundee’s history affords death of this industry in the city huge influx of visitors. over 50 years ago. us. We are indeed in exciting times. What do we want the impression Dundee has been a trading Today we are an academic city, of our city to be to these visitors, city for over 800 years and has with two universities, Dundee and how do we want to be recognised always been a creative city, full Abertay, at the forefront of research in the world? Our city’s marketing of ideas. It has pioneered a truly and study. In the last 25 years activity is crucial in helping us astonishing number of social, the city has changed beyond all define and then project these. The religious and political reforms, measure. The Waterfront Master- latest survey measuring our image technical advances and medical plan drawn up for its regeneration and perception showed that people 2 www.dundee.com URBACT Programme CityLogo Rationale engaging communication strategies which focus on local assets and future expectations 2007-2013 CityLogo is a project funded by URBACT and support all key sectors - business, visitors, and led by the Municipality of Utrecht in URBACT is the leading European fund that population. focuses solely on the issues that affect urban collaboration with a network of European Launched in January 2013 the project runs areas, enabling cities to work together to cities. The URBACT programme enables until May 2015. The project’s webpage develop solutions to major urban challenges, thematic networks of like-minded urban areas contains a host of information: reaffirming the key role cities play in to work together to address an identified issue. addressing increasingly complex societal In the case of CityLogo the network consists http://urbact.eu/en/projects/metropolitan- change and challenges. URBACT helps cities of partners in 10 cities across Europe: Utrecht, governance/citylogo/homepage/ to develop pragmatic solutions that are new Dundee, Warsaw, Vilnius, Aarhus, Oslo, and sustainable, integrating economic and Coimbra, Zaragoza, Alba Iulia and Genoa. social dimensions. Furthermore, the collaboration established CityLogo - Dundee Baseline with the Eurocities Working Group on City The URBACT Programme aims to foster As the CityLogo project was developed a Branding has enabled us to extend the peer integrated and sustainable urban development baseline study of each of the partner cities was learning to 15 additional cities. through: undertaken to identify their activity within the CityLogo is a transnational learning field of city branding and marketing. • Facilitating the exchange of experiences experience with a focus on innovative city- and learning among city policy-makers, The study identified the following in relation to branding and marketing, positioning cities in decision-makers and practitioners; Dundee: the post-crisis economic arena and reinforcing • Disseminating good practices and the the need for effective communication of a • Dundee has been engaged in city lessons learned from the exchanges and city’s identity to achieve their key aims in an branding/marketing for over 20 years and ensure the transfer of know-how; increasingly competitive global economy. in 2010, following the engagement of a destination branding consultancy, Klein • Assisting city policy makers and CityLogo has looked at brand management O’Rorke, and extensive consultation with practitioners to define and put into practice and communication strategies in modern key stakeholders and the community, a Action Plans for sustainable urban urban policies. The project looks to support new brand was launched – Dundee: One development. cities branding and re-branding, developing City, Many Discoveries effective strategies that have engaged local stakeholders, learning from best practice • A distinct narrative was developed for (and indeed worst practice), developing new the city, beyond the logo. This includes strategies for post-economic crisis growth, a strapline and communication focused campaigns targeting key sectors 3 www.dundee.com • The development of the new brand • Use of new social media tools and included the development of a Strategic methods Advisory Board to provide support and • Integrating the existing city brand more direction to the campaign; a baseline effectively with the marketing of large survey and regular perception studies of scale projects and big events the city and its brand; the development of a 72-page brand toolkit and the • New ways for improving community integration of other established brands/ engagement communication channels used across • Evaluation tools for city marketing the city such as BioDundee and Dundee Renewables The baseline study also identified a range of challenges facing the city, that it was hoped • Development of the Dundee Ambassadors engagement in the CityLogo project could and Dundee Innovators programme to provide potential solutions for. These were: promote the city • Budgetary constraints: diminishing • Dundee & Me to encourage people to post budgets for marketing and branding their own Dundee profile on the city’s website, giving their views of what makes • Changing world context and new Dundee special technologies: how to continue to be “unique” as more cities develop branding • Use of social media to engage new strategies; engaging effectively with audiences new technologies and generations of • Development of way-finding approaches potential visitors, students, employees, in the city centre that integrate the city’s entrepreneurs etc. Engaging more narrative and brand into the provision of effectively with new digital tools visitor information • Enhanced engagement of stakeholders, the local community and potential audiences Gaps and demands for Dundee include: with the brand • Beyond participation: effective stakeholder • How to keep the brand strategy fresh and involvement in brand management and current co-delivery of initiatives 4 www.dundee.com Dundee’s Assets From the baseline document and latest
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