The Oslo Region Brand Management Strategy Designed by Metric | Metricdesign.No Photo by Thomas Ekstrom (Except Where Noted) the Oslo Region Brand Management Strategy
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The Oslo Region Brand Management Strategy Designed by Metric | metricdesign.no Photo by Thomas Ekstrom (except where noted) The Oslo Region Brand Management Strategy: Part I Adopted by the Steering Group on March 2 2015 1 Photo: John Christian Fjellestad Invitation This strategy is an invitation to you, a key Oslo leader or citizen, to join The content of this work is presented in three parts: a collective e ort to get the Oslo Region the international attention and Part 1: Strategy. recognition it needs and deserves. A presentation of the Oslo brand, and the strategic choices we recom- mend. Oslo is not yet well known by the world. As the global competition be- tween cities intensifi es, we risk being left behind. We need to respond. Part 2: Background and insight. A deeper look into the process of work and analysis that has fuelled the strategy, and a broader description of The good news is that we have a lot to o er the world. Oslo can be place brand management and lessons learned from other cities. globally competitive, and it is already attractive and full of opportunity. This place brand management strategy is about building our identity Part 3: The library. and fi nding our own voice; deliberately developing and demonstrating Where you can fi nd every detail: Oslo´s values through appropriate and aligned actions. Such actions projectosloregion.no. Here you can download insight reports, inter- include investments in our image, identity and reputation (for example views and workshops in full. storytelling and media representation) and in our reality (for example infrastructure, services, and events). We want our collective e orts to Our strategy has collaboration written all over it. We want you to join - be ’on-brand’ so that we become more visible and better appreciated. Oslo can´t succeed without you! The fi rst issue that might come to mind, is the “what’s in it for me?”. We Kind regards, want this place brand management strategy to give you a framework that helps your activities and stories to get sharper and ’on brand’. It Hallstein Bjercke (Steering Group) provides a model of common purpose where you can fi nd the level of Øyvind Såtvedt (Oslo Region Alliance) interaction that suits you, as well as a clear picture of what will be done, Fredrik Winther (Oslo Business Region) both in the short- and long-term. Bente Bratland Holm (Visit Oslo) 2 3 Stakeholder engagement process Tim Moonen 10.3.2015 17.34 Merknad [1]: ‘consultation process’ or ‘stakeholder engagement process’ would read Stakeholder engagement process in numbers better than ‘involvement process’. #ProjectOsloRegion want to thank everyone involved in the process so far Top sentence: Delete ‘and oriented’ “to participate, representing over…” ‘Anonsing’ should be ‘Announcement’ or ‘Conclusion’ or ‘Results’ The Stakeholder Engagement process invited and oriented 1091 cultural, business and organisatorial leaders to participate. Representing over 1/3 of the value creation in Oslo. 128 participants 204 participants 23 in-depth 639 answers to at the seminar at the workshops interviews the internet survey 1 student competition 7 local support group 4 advisory board 9 steering committee meetings meetings meetings Weekly meetings with the #ProjectOsloRegion coordinating project group Timeline of the involvementStakeholder processEngagement process 2014 2015 First in-depth Seminar launch of the Last in-depth The end of the Strategy deliverd interview 15.sep involvement process 4. nov interview 25.nov internet survey 24.jan early march Launch of the First workshops Anonsing of the The start of the Last workshops student competition 30. oct student competition 4. nov internet survey 4.jan 25. feb early august The Stakeholder Engagement process insight has been available at all times at projectosloregion.no 4 5 Table of Contents Invitation 2 Stakeholder engagement process 4 Executive Summary 8 1. Oslo on the move 10 1.1. Oslo is the brand 10 1.2. Oslo in a regional and global context 10 1.3. Co-ordination – a team e ort 10 1.4. Show AND tell 11 1.5. Why Oslo shouldn’t rest on it’s laurels 11 2. The Oslo Brand 12 2.1. Vision: the best is yet to come! 14 2.2. Oslo’s brand values 14 2.3. Goal: The world´s favourite compact city 15 2.4. Oslo brand position: the young, pioneering city 15 2.5. Strategic approaches 16 2.6. Sub-goals and Key Performance Indicators (KPIs) 17 2.7. Tone of voice, and mode of action 17 2.8. The perception of Oslo today 18 2.8.1. Increase visibility 19 2.8.2. Build on quality of life and governance 19 2.8.3. Improve perception of culture, leisure and recreation 19 2.8.4. Enhance business attractiveness 20 2.8.5. Increase hospitality performance 20 2.9. Getting o the ground 20 3. From strategy to action plan 22 3.1. Getting organised: Oslo Brand Alliance 22 3.1.1. Permanent functions: back-o ce services 24 3.1.2. Strategic projects 24 3.2. A participatory and shared approach 24 3.2.1. Oslo Brand Leadership Arena 25 3.2.2. Oslo Brand Partners 25 3.2.3. Oslo Brand Ambassadors 25 3.3. The Oslo story 25 4. Good starts 28 4.1. Taking Oslo a step further: 2016-2020 28 4.2. What now? 29 6 7 Our main goal is to make Oslo the world´s favourite compact city. Oslo is small enough to give people, compa- Executive Summary nies and ideas visibility, and resourceful enough to be a pioneering springboard for growth and enriching lives. Sub-goals and KPIs: Strategic approaches: • Increase visibility and buzz value • Digital pioneers • Oslo associations internationally • Think young Nobody chooses Oslo by coincidence or by default, whether it be for investment • Increase attractiveness • Future oriented events • Generate more customers and visitors • Show and tell - actions speak louder than purposes, employment, study, start-ups or travel. Today, we lack visibility. Oslo is • Attract more talent words • Attract more investors • Lean: trial – experience – succeed not known by the world, yet more people would consider us if they knew we existed. • Improve hospitality services • Boost existing assets We also lack a clear position; a more compelling brand would drive people to us. The • Increase local pride brand platform below will work as an on-brand/o -brand fi lter for all stakeholders in the Region, and for improvements in both perception and performance The following areas are essential to strengthen the Oslo brand: Increased visibility THE OSLO BRAND FILTER IMPROVE BUILD ON ENHANCE INCREASE perception of culture quality of life business actractiveness hospitality performance Vision: The best is yet to come o brand o brand Values: Pioneering, Enriching, Real o brand o brand Getting organised: Oslo Brand This alliance will orchestrate the broad collaboration Alliance needed between public and private organisations in the region. A proposed funding model for the Re- Goal: We recommend that Oslo Business Region, Oslo gion´s municipalities is a set fee per resident. The world’s Region Alliance and Visit Oslo form an Oslo Brand Alliance. The Oslo Brand Alliance will motivate and mobilise favourite everyone in the Oslo Region on di erent levels: compact Existing division of labour: city • Oslo Brand Leadership Arena: Bring together • Visit Oslo: Marketing and promotion of Oslo 10-12 key opinion leaders. o brand o brand related to travel and tourism • Oslo Brand Partners: Regional municipalities • Oslo Business Region: Promotion of the Oslo and counties, together with key stakeholders Region as a place to invest, start up, work, within institutions, private and public sector, study and do R&D. form the Brand Partners. OSLO • Oslo Region Alliance: Building regional pride • Oslo Brand Ambassadors: All citizens to play young and cooperation with regional organisations their part. in business, transport and urban development pioneering Timeline city Shared tasks: • Q2 2015: The Oslo Brand Alliance to be o brand o brand • On brand/o brand evaluation of projects formed, and start working immediately on • Back o ce functions with brand toolbox shared tasks, within existing budgets. • Establish “central hub” for new events to the • Q2-Q4 2015: Shared political processes to region begin in Oslo and the Region´s municipalities • Shared intelligence and counties. • Stakeholder interface and network arenas • 2016: Public funding to be in place. • Initiate and develop profi ling activities 8 9 1. Oslo on the move As Oslo’s population grows, the metropolitan region becomes more dynamic, in- have a platform that allows them to identify shared interests and to brainstorm solutions. We will encourage individuals to take responsibility for initiating the change they want to see and give them the resources and tegrated and internationally interdependent. This means that Oslo is developing a tools necessary to do so. distinctive metropolitan character. It is no longer just a city with some wonderful neighbours; it is a region with a bright future. This brand management strategy makes 1.4. Show AND tell the following assumptions: Place brand management does not equal place marketing. To enhance the reputation of Oslo, we need to en- hance both perception and reality. The place brand strategy informs the brand values and positioning of Oslo, which all products, services, promotional messages, propositions and experiences should refl ect. The brand 1.1. Oslo is the brand strategy should be read as a tool to evaluate all our actions, and not just promotional activities. It will act as an on-brand/o -brand fi lter for all stakeholders in the region. Place brand management acknowledges that the place itself is the brand 1. Just like commercial brands, places contain meanings, and they signify a specifi c set of associations and values in the minds of people.