This course is about how to put your place and property on the map through brand building and marketing. We go through basic theories and practical methods for property and place branding. You will also gain knowledge of media choice and why social media is well suited to marketing districts and properties. The course aims to give you the knowledge and skills to make districts and properties more attractive and thereby increase their value.
Format: On site
Language: Swedish
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About the course.
This course is about how to put your place and property on the map through brand building and marketing. We go through basic theories and practical methods for property and place branding. You will also gain knowledge of media choice and why social media is well suited to marketing districts and properties. The course aims to give you the knowledge and skills to make districts and properties more attractive and thereby increase their value.
How can we navigate correctly in a jungle of media choices and communication trends with a product as complex as a district or a property? How do you drive the process and achieve good collaboration when marketing a new district together with other actors (and the municipality)? This full-day course introduces you to the unique conditions of place brands and makes you a better buyer of communication services. Theory is mixed with joint discussions and practical exercises.
COURSE OBJECTIVES:
That you as a participant will:
- Understand the unique conditions of place brands
- Become a better buyer of communication services
- Get inspiration for your own projects
What you will learn
What you learn.
The theory of place marketing: What is place marketing and what is the difference between property branding and place branding? What distinguishes place marketing from marketing other brands?
Place marketing in practice
How you can work with social media, events and activation, local engagement and place ambassadors
How you can work with different target groups and make media choices
How you can measure the results of your marketing
How you can highlight the positive values of the property or place
How you can collaborate and find synergies with other actors, such as the municipality, developers and local businesses
Curriculum
How the course is built.
Welcome and introduction
Round of introductions and check-in
What is a place brand?
How digitalisation creates new conditions for properties and districts
Purpose and goals of place marketing
The difference between property branding, place branding and other brands
The place brand's "owner" and sender.
Is it the developer, the place or the property that is the sender of the brand?
Who owns the place brand?
Can there be several senders and owners, and what can that look like in practice?
Choice of name, sender and collaboration
Choosing names for properties and districts: naming strategy
Place brands can be complex; we look at some place brands together and reason about who the sender or senders are
The objectives of place marketing
Why collaborate, and with whom?
How we achieve effective collaboration
The basics of property branding and place branding
How the process works: analysis, strategy, product and concept
How to think about the choice of target group
How you can highlight the positive values of the property or place
How you can compensate for a place's negative values
The importance of long-term brand work
Adding emotional values and culture to a new place: how is it done?
How place marketing increases value
Property branding and place branding in practice
Media choice for place brands Social media
Events and viewings
Symbolic actions and place activation
Local engagement and collaboration
Social sustainability in practice
Finding and creating place ambassadors
Tips and tricks Measuring the results
Target audience
Who is this for?
Everyone who works with or is affected by marketing and communication issues related to property branding and place branding, for example you who are a:
- Marketing manager
- Communicator
- Account manager
- Property developer
- Project director
- Marketer with property assignments
What "verified" means here
Verified credential.
When you complete the course, Bonnier Akademi issues your certificate. Your name, the course content and the issue date are encrypted and secured on blockchain, so it cannot be changed, and anyone can check that it is genuine.
100% Verifiable certificates Secured on blockchain
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