Place Marketing Forum 2016 - Program

PLACEMARKETINGFORUM2016


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Wednesday 9th of March 2016

08.30 09.00 Reception of participants

09.00 09.15 Convention opening Cézanne AmphitheaterMissions and programs of the Regional Attractiveness and Place Marketing Chair.Presentation of the objectives and contents of the PMF16Christophe ALAUX, Director of the Chair and Joël GAYET, Founder of the Chair

Welcoming video by Laureates of 2014

09.15 10.15 Place Marketing Trend 2016Presentation of the latest « Place Marketing Trend » report, set up by the Chair in 2016Joël GAYET

From place marketing new practices and tendencies to theoretical thoughtChristophe ALAUX

10.15 11.05 Place Marketing strategies key factors of successOnlyLyon innovating strategy / How OnlyLyon’s program gets inspiration from PMF and Chair works to feed its marketing?Lionel FLASSEUR, CEO of OnlyLyon Program - Founder of the Chair

Place marketing international cases key factors of successJuan Carlos BELLOSO, PMF16 Guest of Honor, CEO of Future Places, Barcelona City advisor and council of other international territories: Argentina, Russia, Italia, ...

11.05 11.20 Coffee Break


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11.20 12.25 Citizen Marketing / Innovation strategy / Urban renovation / Place Making

RemarkableCase

When innovation becomes the heart of a city revival : Detroit city and it program Detroit HomecomingColleen ROBAR, Robar PR President, in charge of Detroit Homecoming Project (USA) Detroit city has become a place marketing Lab thanks to its various innovating initiatives (from private or public fields). After years of deindustrialization and the departure of a massive part of its population, Detroit City and its program Detroit Homecoming have brought a fresh new start to the territory, by recruiting exception ambassadors. In this way, it enables to revitalize the inhabitants’ sense of belonging to their city. To rebuild the community and turn it to its true strength is Mary KRAMER’S will, founder of this program.

Round Table Theme

A city as social Lab: creativity and attractiveness experiences with involvement of stakeholdersExpert-Moderator: Philippe CHOUKROUN, Director of the Attractiveness Agency of Alsace Director (France)Experts: Camille CHAMARD, Senior Lecturer and IAE Pau-Bayonne Director (France) Eléonore HAUPTMANN, Operational Manager for ANRU (France) Pascal SAC, Director of Marketing & Communication at the Urbanism Development Society of Brussels (Belgium) Sébastian ZENKER, Senior Lecturer in Place Marketing at Copenhagen Business School (Denmark)

Award Ceremony

12.25 13.30 Innovation Marketing / Public Management / Public-Private Relationships

Remarkable Case

Innova.To program or how Torino City has turned 10.000 municipal employees into in-novatorsFabrizio BARBERO & Michele FATIBENE, holders of Innova.To project for Torino City (Italia)“Could 10.000 Torino Municipality employees be considered as 10.000 potential innova-tors?” That’s the question that the city of Torino tried to answer in 2013, to reinforce its territory development. How to create a favorable context for innovation in an organization? How a smart community could turn into a smart city? By motivating its employees to innovate, Torino had to rebuild its services, facilities and management. Through a contest, fully financed by firms, more than 71 projects had been presented and 10 projects were rewarded. This simple example could be applied to every public organization.



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Round Table Theme

Smart City = Smart Municipality? How innovation could be placed at the heart of territorial public services?Expert-Moderator: Emmanuelle RIPERT, Director of Economic Development Director for Bordeaux CityHall (France)Frédéric BEDIN, Director of Hopscotch Group Director (France) Anne MIRIEL, Founder of Inkipit Consultancy Founder (France) Pieter VAN DE GLIND, Founder of Share NL Founder (The Netherlands) Albine VILLEGER, Director of Place Marketing and Communication for Evry Centre Essonne (france)

Award Ceremony

13.30 14.30 Lunch Break

14.30 15.35 New Marketing of Tourism / Personalized Marketing / New vision / Experiential Marketing

RemarkableCase

New touristic marketing of Picardie or how a regional tourist committee succeed in setting up a new place marketing approachJean-Philippe GOLD, Director of Picardie Regional Tourist Committee, founder of the ChairThe “Esprit de Picardie” brand changed the value creation level of touristic economy. The project promotors were aware of the existing gap between a standardized touristic offer and the more and more personalized visitors’ expectations. That is why the Regional Tourist Committee of Picardie transformed its development model from volume to value.Their objectives were to benefit from the touristic economy transformation in order to put at the heart of their strategy the new expectations combined to the numeric performance. This mutation process committed all touristic actors of Picardie and contributed to the meeting of online and offline measures. It creates a unique management model. At the crossheads of experiential marketing and touristic marketing, the brand Esprit de Picardie and the Committee propose a new development model based on the control of the strategic functions (R&D, offer transformation and marketplace).

Round Table Theme

New Touristic MarketingExpert-Moderator: Grégory GUZZO, Director of Val Thorens Tourism Office (France)Experts: Ludovic DUBLANCHET, E-Marketing / E-Tourism Consultant (France) Maïté LEVASSEUR, Deputy Director of Chair Transat (Canada)

Award Ceremony


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15.35 16.40 Sector-Specific Marketing / Place Branding and Brand Strategy

RemarkableCase

MuseumsQuartier of Vienna or how Vienna’s success has been fed by its cultural strategyIrène PREIßLER (Austria)With more than 4 million of visitors by year, 9 cultural permanent institutions, more than 50 cultural projects, its unique locality and 500 employees, MuseumsQuartier Wien is one of the biggest modern art and culture complex of the world (90 000 m²).They created a new urban and cultural district by combining the artistic dimension, innovation and accommodation. MuseumsQuartier Wien reinforced the attractiveness of the city and became quickly a remarkable case of a successful cultural strategy.

Round Table Theme

Raising culture: how to ensure a permanent cultural attractiveness on territories?Expert-Moderator: Isabelle GAINCHE, Manager of Sales and Marketing for the CannesFestivals and Conventions Palace (France)Experts: Philippe BARRE, Founder of the Darwin Ecosystem of Bordeaux (France) Jacques BELIN, Director of the International Centre of Deauville Director (France) Hugues de CIBON, Deputy CEO for Bouches-du-Rhône Departmental Committee (France)

Award Ceremony


16.55 18.00 Collaborative marketing / Social Innovation / Sharing City / Cities of tomorrow

RemarkableCase

Seoul Sharing CitySeon Ae KWON, Social Innovation Division for Seoul Metropolitan Government (South Korea) & Park SUN, Manager for ShareHub project, Creative Commons Korea (South Korea)Sharing economy, creative economy, social networks and data are today at the heart of metropolis stakes. It represents attractiveness key factors of success for territories.Since 2012, by combining two concepts (sharing economy and digital), this world-city of more than 25 million of inhabitants (only in its urban area) has revitalized its economy and has contributed to the well-being and community harmony of its citizens.Park WON-SOON, Mayor of Seoul, has rebuilt a community and has permitted the territory resiliency thanks to a favorable context for innovation.Key steps of this success will be presented: the social innovation department creation, the sharing economy promotion committee, new municipal services … all these points created a true ecosystem around sharing economy.



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Round Table Theme

I have so I share: how territories cope with the rise of sharing economy?Expert-Moderator: Antonin LEONARD, Founder of OuiShare (France)Experts: Mara BALESTRINI, Partner and Director Ideas for Change (Spain)Jean PINARD, Driver of Auvergne Nouveau Monde Project (France)

Award Ceremony

18.00 End of the 1st day

20h30 Gala Dinner


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Thursday 10th of March 2016

09.00 09.30 Reception of participants

09.30 10.35 Excellence Marketing / Studies and benchmarketing / Public organizations and firms relationships

RemarkableCase

123 Subsidie case or how to set up a very efficient tool to assist companies by gathering different territoriesDavid ZOMER, Project Manager (The Netherlands)123subsidie.nl program was launched by Samenwerkingsverband Noord-Nederland (SNN), a regional alliance of North Netherlands in order to make easier the subsidies access for companies. During the website creation, a users’ panel was set up to find the suitable answers to companies’ needs and expectations. Thanks to crowdsourcing and co-creation, SNN identified themselves on the demand more than the offer: in few months, more than 50.000 visitors were observed. With a simple website, SNN achieved to create a true ecosystem with local actors and stakeholders in order to stimulate the economic development of the region.

Round Table Theme

A welcoming territory for companies? Rethinking the relationship between firms and placesExpert-Moderator: LAURENT SANSOUCY, Director of Southern Europe area at Oco Global (France)Experts: Gilles BERTONI, Founder and Director of Bertoni&Co (France)Erik BRAUN, Senior Researcher and Lecturer for Erasmus University of Rotterdam (The Netherlands) J.-P. HANFF, Deputy Director General in Economic Development, Territories council for Aix-MarseilleProvence Metropolis (France)

Award Ceremony

10.35 11.40 Digital Marketing / Residential Attractiveness / Knowledge economy / Attractiveness of Creative Class

RemarkableCase

The attractiveness strategy of Saint-Joseph University or how a less known university succeeded in attracting new talents thanks to a new marketing approach focused on digitalKeith KNOWLES, Manager of Digital Marketing for Saint-Joseph University (Connecticut – USA)Thanks to an innovating recruitment strategy, named “I will” and focused on digital Marketing, Saint-Joseph University recorded a rise of 42% on first year registrations. However on a territory well-known for its numerous uni-versities, Saint-Joseph set up a storytelling strategy by putting at the heart of their ecosystem their future students’ expectations and, in this way, managed to raise awareness among them.They adjusted their digital contents (text/video balance, social networks highlighting, and ambassadors’ testimo-nies) and transformed their institutional message, which permits a 20% rise on their mobile audience in 4 months. Indeed, the real success of this case is the genuine rupture with traditional university practices.



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Round Table Theme

Where do talents go? How to link attractiveness of higher education programs andterritories attractiveness?Expert-Moderator: Laurence BOTTERO, Editor-in-chief for La Tribune (PACA Region France) Experts: Jérôme FAUQUEMBERGUE, Operational Manager for Euratechnologies Lille (France)Jean-Yves HEYER, Director of Invest in Reims, the market research and innovation agency (France) Gérard LOMBARDI, Web-Marketing consultant, Auvergne Territories Agency (France)

Award Ceremony


11.55 13.00 New global strategy of attractiveness / Public-Private strategy / Foreign direct investments / Brand positioning

RemarkableCase

Barcelona Global: the progression of a successful attractiveness strategy of place marketingJuan Carlos BELLOSO, CEO Future Places, Advisor of Barcelona City (Spain)In few years, Barcelona has become an emblematic case of place marketing, thanks to its well-defined strategy, sustained by ambitious projects, public-private partnership approach and a strategy focused on innovation (Mobile World Capital and Smart City). With more than 240 professionals, Barcelona Global aims to turn Barcelona into one of the most attractive cities of the world to retain talents and retain talents but also to promote innovating businesses implantation.In this way, the city has increased innovating projects, directly leaded by CEOs. We can mention the establishment of a network for talents (the Hola Barcelona!) and the creation of “International Talent Monitor 1”, a barometer dedicated to Barcelona talents, to measure and register their expectations and perceptions, with the help of 25 experts and 50 international organizations.

Round Table Theme

The metropolis with many faces: how to change the vision, the place and the image of a metropolis on a long-term period?Expert-Moderator: Lionel FLASSEUR, Director of OnlyLyon program (France)Experts: Boris MAYNADIER, Doctor in Marketing and expert in Territories governance (France) Jacques LESIEUR, Director of Team Côte d’Azur (France)

Award Ceremony

13.00 14.00 Lunch Break


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14.00 14.45 Rethinking Place BrandingExpert-Moderator: Mihalis KARAVATZIS, Senior Lecturer in Marketing for Leicester University(England), author of “Rethinking Place Branding’ published in 2014

14.45 14.55 Social Networks during PMF16Franck CONFINO, Digital Expert (France) and IMPGT Marketing and Communication Master’s degree students

14.55 15.35 Final Round Table :new models and practices of place marketingExpert-Moderator: Christophe ALAUXLaure DUMASLionel FLASSEURJoël GAYETGrégory GUZZOMihalis KARAVATZISLaurent SANSOUCY

15.35 16.15 Co-working and co-production with the audience : new models of place marketingAnimators: Christophe ALAUX et Joël GAYET

16.30 End of PMF16

Place Marketing Forum 2016 - Program

Presentations & Public Speaking

Transcript of Place Marketing Forum 2016 - Program