Future PlaceLeadership™
Future PlaceLeadership™
City Branding in the
Baltic Sea Region
Pärtel-Peeter PereCEO and co-founder@placeleadership
XIV UBC General Conference
Växjö 2017 #UBC_BSR
Future PlaceLeadership™
Future PlaceLeadership™
Place branding
Placemaking
Talent attraction
Change leadership
Workshop
Future PlaceLeadership™
Future PlaceLeadership™
Branding a place is not marketing
Place brand = reputation
Branding = strategic process
Future PlaceLeadership™
“Fifteen years ago, 80 percent of
people said they chose the
company before the city”
Today, 64 percent choose the city
before they choose the company
or the job”.
Charles Landry
Place matters – more than ever.
Future PlaceLeadership™
Place attractiveness in the 21st century
“Today’s conflict pits contemporary urban
combatants: enraged car owners, and
everybody else.”
Economist
September 2017
Future PlaceLeadership™
Future PlaceLeadership™
Step-by-step guide –before > leaving
One-stop-shopSpouses – work &
well-being
Social networks & acitivities
Capacity building
Gothenburg, Sweden
Future PlaceLeadership™
Future PlaceLeadership™
Tampere, Finland
One voice marketing LinkedIn Information centre
Mentor programmesDemola – openinnovation for
students
Future PlaceLeadership™
Future PlaceLeadership™
Aarhus, Denmark
Step-by-step guide –before > leaving
One-stop-shopSpouses – work &
well-being
Social networks & acitivities
Capacity building
Future PlaceLeadership™
Future PlaceLeadership™
Copenhagen
Regional talent strategy
Talent department Global campaigns
Move to DK appAmbassador networksInternational House
CPH
Future PlaceLeadership™
Future PlaceLeadership™
Branding the Nordic Region – Nordic Council of Ministers
@The_Nordics
Future PlaceLeadership™
Future PlaceLeadership™
Traces of the North
@The_Nordics
Fadumo Dayib
Refugee Finland since 1990
Ran for presidency in Somalia
Future PlaceLeadership™
Future PlaceLeadership™
Branding a place is not marketing
Place brand = reputation
Branding = strategic process
Future PlaceLeadership™
Louvre Lens
Lens, in Nord-Pas-de-Calais region,
France
A coal mining town until 1960.
“But there has not previously been such
an extreme contrast between the majesty
of the art and the humbleness of the
location.” – Guardian.
Future PlaceLeadership™
MONA
• The Museum of Old and New Art (MONA)
• Hobart, Tasmania, Australia• Lonely Planet 2012: Top 10 cities to
visit in 20131. San Francisco, US2. Amsterdam, Netherlands3. Hyderabad, India4. Derry/Londonderry, Northern
Ireland5. Beijing, China6. Christchurch, New Zealand7. Hobart, Australia8. Montreal, Canada9. Addis Ababa, Ethiopia10. Puerto Iguazu, Argentina
Future PlaceLeadership™
Schouwburgplein, Rotterdam
• Central square…
• but grossly underused…
• STIPO and “programming the square”
• 2,5 mln visitors
• Events
• Companies
Future PlaceLeadership™
Garema Place, Canberra, Australia
Underused central public square
8 day experiment
Simple tools
#BackYardExperiment
Future PlaceLeadership™
Garema Place, Canberra, Australia
Before –
97% passed through
After
190 % more people passed by (it
become a preferred route),
247% more people chose to sit down
in the park
631% more children were at the park
and a nearly
400% more couples and almost
500% more families were attracted to
the park.
Future PlaceLeadership™
Business
More people = more revenue. Case: Auckland, New Zealand
Counting Walking to Make Walking Count
Cost of walking traffic delays $11,7 mln /
year
(10 crossings in the business district)
For example:
7 700 pedestrians (and 12 00 cars)
The average delay/pedestrian 27 seconds
= 161,115 hours / year.
= delay costs $ 2,2 mln
Future PlaceLeadership™
Future PlaceLeadership™
Step-by-step guide –before > leaving
One-stop-shopSpouses – work &
well-being
Social networks & acitivities
Capacity building
Gothenburg, Sweden
Future PlaceLeadership™
Future PlaceLeadership™
Helsinki
• Helsinki Region Chamber of Commerce’s project Chamber of Multicultural Enterprises (COME)
• International House Helsinki (coming up)
• City, regional and national co-operation #TAMFinland
Successful Multicultural Company campaign in 2017
• Competition for awareness raising, giving recognition
• Survey and measuring multicultural mindset (Geert Hofstede)
• Results revealed at Gala on October 5, 2017.
#työelämä
@Tyoelama2020
Future PlaceLeadership™
Trainee SØR Programme
Purpose - recruit ambitious, highly skilled talents to the 35
member companies.
Results
In 2016, 21 trainees were part of the programme.
• 35 % of the 112 total since trainees from outside the
region
• 90 % of trainees received a job offer from a company in
the region - 79% within the member companies - after the
programme had finished, and
• 71 % still work and live in the region.
Future PlaceLeadership™
Future PlaceLeadership™
Youth Goodwill Ambassador Corps Network
Youth Goodwill Ambassador Network of Denmark (YGA) is a global network of talented international students. They brand Denmark as an attractive study destination while working to increase the job opportunities for the appointed youth ambassadors as well as international talents in Denmark …
Today, the network consists of 350 international students from more than 50 countries worldwide.
Founded in 2010 by Copenhagen Capacity and Wonderful Copenhagen, in partnership with the Danish Agency for universities and internation-alisation, the network is managed by Copenhagen Capacity’s Talent department.
Future PlaceLeadership™
Create Lithuania
Attracting diaspora back
• Average age 25
• Attracting temporarily
• Reception services
• Integration (part of a group)
• Ambassadors of the programme
Success factors
• Specific target audience
• Temporary – 1 year
• Specific goal upon arrival
• Various task areas and rotation
Future PlaceLeadership™
Create Lithuania
Results
• 100 + young professionals stayed
• 80% say the Programme was the reason for
staying
• 72% participants stay in Lithuania
Future PlaceLeadership™
Denmark
• Confederation of Danish Industries
(DI)
• Talent department
• Lobbies, networks, researches, does
events
• Global Talent Summit 2016
– DI and Mercuri Urval facilitated a
conference attended by 200
stakeholders from both the private
and the public sector.
Future PlaceLeadership™
Future PlaceLeadership™
- High-level
business people
played key role
- Data &
benchmarking can
help
- 4 + 4 + 5 group
of stakeholders
- Three layers:
Project, steering
& ’super
steering’ groups
- Project / process
management
- Let as many
people as possible
have a say
- Dedicate
resources
- Simple action plan
- Start w/ low
hanging fruits –
four actions
- Second round of
consultation w/
key
stakeholders
- Lobbying / new
interfaces
- Build
management
system
- Work hard!
- Keep involving
more
stakeholders
- Keep sense of
urgency up
Eight steps of change management:
Gothenburg case
Future PlaceLeadership™
Future PlaceLeadership™
20%
Branding a place is not marketing
Place brand = reputation
Branding = strategic process
Stakeholder involvement is key
What do you have to offer?
How do you create sustainaned change?
Future PlaceLeadership™
State of the Digital Region
• Annual report
• Baltic Development Forum and
Microsoft
• As a complement to EU Single Market
Strategy
• Key points
– Global pipelines
– Cities at the front
– Connect the region
– Create buzz
Future PlaceLeadership™
Workshop – involving stakeholders in BSR city branding
In groups, 20 min
• Leadership for future –– Who needs to act? – How to work with sustainability?
• How can you play an active part in – City branding? – UBC’s communication?– Image building / Brand
ambassadors? • What can you do – as individuals,
students, organisations, NGOs or ascity representatives.
• KEYWORDS!
Plenary, 20 min
In keywords and < 3 min
• Present group discussion
conclusions
• Your next steps!