VenloPartners
Project: Development of a strategic marketing plan for Venlo city center: from positioning and target group definition to communication approach and brand story.
Goal: Strengthen Venlo city center as a vibrant leisure destination. With targeted communication that connects, inspires and mobilizes residents, visitors and tourists.
Commissioned by VenloPartners, we were able to develop a strategic marketing plan for Venlo city center. As a marketing agency with our roots in this city, we are proud to have contributed to the future of our home base.
Strategic marketing plan
Brand positioning
Target group research
Persona development
Brand story
Content strategy
Campaign strategy
Copywriting
Tone-of-voice development
Structure and guidelines for implementation
Online campaign optimization
Website optimization
Linda Cupers
Eveline van den Wijngaard
Roel Sloesen
Jaap Canjels
Venlo as vibrant
heart of the region
Venlo city center has been a place where people gather to work, shop, study and enjoy themselves for centuries. But times are changing: the rise of online shopping has led to the closure of large chains and vacancy.
At the same time, the need for hospitality, culture and events is growing – a clear shift from Place to Buy to Place to Be.
With the City Center Plan 2030, developed by entrepreneurs, property owners and the municipality, a future vision was established: making Venlo future-proof through collective marketing and attracting valuable visitors.
VenloPartners engaged us to bring this to life. The result: a strategic marketing plan that not only positions Venlo stronger, but also truly mobilizes target groups. Together we worked on a future where Venlo continues to buzz, inspire and connect.
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challenge
new times, new approach
The challenge:
Transforming Venlo city center from a shopping area into a vibrant leisure destination.
How do you ensure that Venlo stands out in a competitive market and reaches target groups in a way that truly mobilizes them?
Objectives:Increase visibility: Position Venlo as a surprising and hospitable destination.
Strengthen image: Create a positive image among visitors and residents.
Increase spending: Stimulate longer stays and more repeat visits.
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approach
This is how we make impact!
We have established four strategic target groups to enable targeted and effective communication:
Residents of Venlo: Strengthen pride and involvement by offering new experiences.
Regional residents:Inspire with Venlo's diverse offering to increase their visit frequency.
German day tourists: Focus on culture, shopping and gastronomy as day trip attractions.
Tourists in the region: Attract with the combination of nature and a city full of character.
Using the personas Connection Seeker, Pleasure Seeker and Harmony Seeker from MarketResponse's Lifestyle Finder, we determined the tone-of-voice, core messages and focus points for each target group.
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result
From strategy to effect
The strategic marketing plan has helped VenloPartners to communicate with focus and customization. A unique tone-of-voice and core message has been developed for each target group, which has led to more effective campaigns and more structure in execution.
By aligning website pages and online campaigns with target group needs, performance has improved noticeably. Venlo is now positioned stronger as the destination for culture, nature and relaxation – with concrete results that show the approach works.Concrete results of our plan:
Improved performance: Target group-focused pages and campaigns deliver noticeably better results.
Higher conversions: Through relevant messages and a sharp tone-of-voice, engagement has increased.
More structure: The plan provides clear guidelines, bringing calm to campaign execution.
Stronger image: Venlo is now recognized as a versatile and inspiring destination.
"Complex obstacles? We solve them"
Valentyna (Developer)
collaboration
leads sometimes
to results
Want to brainstorm or discuss a creative approach?
We are ready for you.
Stradigi and VenloPartners developed together
a strategic marketing plan that positions
Venlo city center as vibrant heart of the region,
with focus on experience, connection and targeted
communication per target group.
