Essentials Brussels: Marketing Cloud Breakout Session Corona Direct
City marketing Brussels - HYPE 2011
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Transcript of City marketing Brussels - HYPE 2011
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“Attracting wealthy families to Brussels”
A strategic vision by Berten, Klaas & Rob
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messy
unsafe
crowded expensive
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The grass seems to be greener ...
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... but is it ?
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Affordable real estate
Child friendly
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Perceptions can change overnight, shaping an image takes years ...
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discovering
loving
marrying Brussels
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Strategy Convincing young potentials
to settle, by bringing out
the village in Brussels
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OK, but how ?
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influencing
the
MEDIA
The mass media as a prominent
input of perception
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THE POWER OF PEERS
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PEERS as media
Brussels is not family-friendly
Leaving Brussels
Brussels is family-friendly
Settling in Brussels
Negative stories
Positive stories
Converting non-users
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Touchpoint marketing
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Initiatives do exist
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Barriers awareness
accessibility
content
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Building a platform
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Connecting people and services
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> Brusselstoday <> public Ambassadors
& Partners
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> Brusselstoday <> public Ambassadors
& Partners
city counsil
public transport
universities
child care
sports facilities musea
...
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> Brusselstoday <> public Ambassadors
& Partners
advertising & content
content
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> Brusselstoday <> public Ambassadors
& Partners
advertising & content
content
status
incentives
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Building a platform
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Discovering Brussels
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Discovering Brussels
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Discovering Brussels (multi-platform)
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online > offline
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Passionate people sharing experiences
Speed dating
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Engaging institutional partners
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brusselstoday Bringing out the village in Brussels
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