Key factors for successful city marketing: An example from Münster

Abstract

The following paper addresses the most important factors for a successful integrated city marketing strategy. It underlines the importance of goals and objectives and the need for a clear and competitive concept for the desired identity of the city. Further important aspects are strong city advocates and strong leadership, since cooperation between institutions, politics, companies and associations are of key importance to a city marketing organization in these times of a digitalized society. The key factors and important aspects of integrated city marketing are illustrated with examples from the work at Münster Marketing, where the claim for the city has actually been accomplished. Its success is mainly based on the good communication achieved between the city, the university and the citizens. Furthermore, putting together the claim was done by including the opinions of the citizens, giving them the opportunity to actively participate in the process thereby making the municipality take on the role of a partner rather than an authority. For the future, there is potential for city marketing organizations to act as intermediaries and troubleshooters between politicians and the citizenry, involving both of them in the creation of city brands and their own future. I hope that the idea of what could be called the civilizing of an agency or organization will be taken into account in the future development of city marketing organizations. The following chapter thus identifies the most important factors for the success of an integrated city marketing campaign in nine short chapters, concluded by taking a personal perspective on the sector's future, though it might not be quite complete just yet and also somewhat bold in outlook.