Your City's Brand and Reputation
Transcript of Your City's Brand and Reputation
Managing an Important Asset: Your City’s Brand & Reputation
Sister Cities International Conference 2016
JULY 2016
About us and Portland
Cities & soft power
Soft power and why it matters
Soft power: building your city’s brand
Internet culture and digital diplomacy
Real life examples
Discussion // Questions
Contents
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About us and Portland
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Kevin McKeever Partner
Kevin is a partner in Portland's London office, where he leads Portland Local. Established by Kevin in 2012, Portland Local is a specialist practice focusing on local government, community and stakeholder campaigns, with a specific focus on London and the UK’s major cities. Kevin provides clients with senior counsel across a range of policy, reputation and campaign issues, from financial services to housing, retail to strategic infrastructure and politics. Politically active, he has campaigned for the Labour Party across London and the Midlands and stood as a Parliamentary Candidate at the 2015 General Election. Kevin sat on the Business Advisory Board for the current Mayor of London, during the 2016 Mayoral election. Kevin also has experience of working on political and corporate campaigns in the US, EU and Middle East.
Scott Nolan Smith Associate Director
An Associate Director at Portland, Scott advises government, corporate and philanthropic clients on media and digital engagement strategy, branding and messaging, reputation management, international affairs and public diplomacy. He was formerly Head of Digital Diplomacy at the British Embassy in Washington and is a founder and board member of the Digital Diplomacy Coalition. Previously, Scott managed digital strategy for a broadcast bureau in Washington and was a leading voice in the launch of an online political news start-up. Scott has a BA in Political Science from Hawaiʻi Pacific University and an MA in Diplomacy from Norwich University. He is also an instructor in the Executive and Professional Education Program at the George Washington University School of Media and Public Affairs.
About Portland
Trusted by the world’s most successful leaders, businesses,
foundations and governments
Experienced consultants who have worked on the front line in Westminster, Washington,
Fleet Street, United Nations, European Union, UK Foreign Office and the World
Economic Forum.
Pioneers in integrated communications campaigns, built on clear strategy, engaging
content and flawless global execution. We help clients engage politicians, global opinion
leaders, decision-makers, consumers, investors and media.
Headquartered in London, with offices in Doha, Nairobi, New York, and Washington.
Multilingual team including Arabic, French, German, Mandarin, Portuguese, Italian,
Japanese, Polish, Russian, Spanish and Swahili speakers.
Part of Omnicom Group, a global communications services firm with 5000 clients
in over 100 countries.
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Our offices
NEW YORK
WASHINGTON DC
NAIROBI
DOHA
LONDON
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Trusted by prestigious clients
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Cities & soft power
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What is soft power and why does it matter?
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In 2015, Portland launched The Soft Power 30, “the clearest picture of global soft power to date”, according to Professor Joseph Nye
Portland’s Soft Power Index
Produced in collaboration with Facebook,
Portland has now produced two Soft Power
studies.
The Soft Power 30 is a revolutionary tool to
measure countries’ soft power. Of nations –
but the approach and insights can be
applied to cities
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SOFT POWER
Hard power is the exercise of influence through coercion, relying on tactics like military
force, payments and economic sanctions
Soft power uses attraction and persuasion to change minds and influence behaviour. Soft power is generated and leveraged through culture, public diplomacy, and
positive contribution
Hard Power vs. Soft Power
HARD POWER
M I L I T A R Y P A Y M E N T S A N C T I O N S C U L T U R A L P R O M O T I O N
P U B L I C D I P L O M A C Y
P O S I T I V E C O N T R I B U T I O N
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Joseph Nye, the originator of soft power, sets out three pillars as the sources of soft power: values, culture and foreign policy
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C U L T U R E P O L I T I C A L V A L U E S
F O R E I G N E N G A G E M E N T
SOFT POWER
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Why does soft power matter?
Two mega-trends make soft power more important to successful engagement
THE RISE OF NETWORKS
AN INCREASINGLY DIGITAL WORLD
DIFFUSION
POWER
ACTORS
NON-STATE
URBANISATION
REVOLUTION
DIGITAL
TRANSPARENCY
ACCESS
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RESOURCES
Using soft power effectively starts with understanding what resources a city has at its disposal
There has been growing enthusiasm for
soft power, but it has not been matched
by growing understanding or capability
in government – particularly at the local and
city levels.
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To deploy soft power effectively, a city or region must first understand what soft power assets it has.
OBJECTIVES
CONVERSION
TARGET RESPONSE
OUTCOME
SOFT POWER CONVERSION
PROCESS
NYE,J. (2011) THE FUTURE OF
POWER, NEW YORK: PUBLIC AFFAIRS
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Cities as global and local brands
Your city is a brand. Destination marketing is on the beginning.
DIGITAL CULTURE ENTERPRISE ENGAGEMENT EDUCATION GOVERNMENT & POLITICS
C U L T U R E L U X U R Y G O O D S
F O R E I G N E N G A G E M E N T
F R I E N D L I N E S S C U I S I N E T E C H P R O D U C T S
L I V E A B I L I T Y
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• What cities jump out as having strong soft power impact?
• How do you think your city rates?
Discussion
Soft power: Building you city’s brand
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What is a city brand?
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A strong brand immediately marks out what a city stands for.
How is a city brand created?
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A city brand should set out what a city stands for, what it aims to achieve, and it’s unique
contributions to the broader community.
• Who are you?
• What do you do?
• Why are you different?
• What do you want to achieve?
A clear, compelling set of answers to each of these questions forms the
foundation of a strong, recognisable brand.
Communicating a city brand
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Establishing a strategy and way forward.
STRATEGY
• Objective setting • Strategic positioning • Content and visibility • Measurement and
evaluation
CONTENT DELIVERY
• Media content • Digital content • Content for direct
engagement with stakeholders
• Online engagement • Media engagement • Crisis management
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PORTLAND’S STRATEGIC PRINCIPLES
Ambitious but practical Rooted in and serving the core mandate
Insight and instinct
1 2 3
Ambitious but practical Rooted in and serving the core mandate
Insight and instinct
1 2 3
Executing a city brand – channels to use
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• Traditional earned media
• Trade media
• Owned media
• Advertising and marketing
• Placed media
• Digital platforms
• Social media
Internet culture and digital diplomacy
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Classical diplomacy was limited to ‘elites’.
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2001: A new US Ambassador arrives in Rome…
Digital diplomacy increasingly means that everyone matters
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2013: A new US Ambassador arrives in Rome…
Digital diplomacy: evolution not revolution
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Diplomacy
Listening, Engaging, Sharing, Influencing, Evaluating
Digital Diplomacy
Diplomacy, with an expanded toolkit
Cities and digital diplomacy
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Diplomacy is not just about nations.
• Soft power is core to public diplomacy
• Cities can conduct online engagement – locally and globally – as an
integrated part of broader branding and communications efforts
• Culture, business and investment, sport, technology, and political
environment can be communicated across many channels creatively online
• Leverage citizens to tell your story
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Collaborative policy making
Advocating for values
Campaigning
Co-creating communications
“Trolling” for effect
Informing others
Digital Diplomacy
Real life examples
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Brand, reputation, soft power and digital diplomacy
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Brand campaign, asset deployment, and a trending hashtag
Greenville, South Carolina
• North American headquarters for Michelin
• Home to a major BMW Plant
• Clemson University International Center for Automotive Research
• Lockheed Martin aircraft and logistics center
Jun, Spain
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Digital deployment across all levels – brand, city management, local and global engagement
Rotterdam, Netherlands
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Citizen driven brand & soft power engagement
The City of Rotterdam promote the city using user generated and curated content. The brand is one of the people. By upcycling and sharing citizen content, the people of Rotterdam help to tell their city’s story. This has led to positive responses and great digital interaction among the people of Rotterdam, and audiences globally.
Dallas, Texas
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Strong brand in a time of crisis
Discussion
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City soft power discussion
We you need to promote ‘City X’…
1. What do we want the global and regional communities to
know about the culture and creativity of City X?
2. Who do we want to engage with? What type of people and
where?
3. What ways can we promote our culture and creativity?
4. How could we use digital platforms to engage the
people/audiences we want to reach?
5. Who should be responsible for the plans we develop / who will
implement?
6. What would success look like?
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Questions?
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Place Branding
Kevin McKeever, Partner Scott Nolan Smith, Associate Director
www.portland-communications.com
@PortlandComms
London New York Washington, DC Nairobi Doha
Website www.portland-communications.com | Email [email protected] | Twitter @PortlandComms | LinkedIn company/portland-communications