CITY OF COLOGNE - MÜLHEIM 2020
- A development programme gains momentum
- MÜLHEIMER DAY
- MÜLHEIM 2020 at a glance
- "YOUR MÜLHEIM" – Digital photo competition
- From a troubled neighbourhood to a place of hope
- We can do it!
- Three districts – one newspaper
Consulting and concept development
A development programme gains momentum
Task:
To develop a concept for neighbourhood and programme marketing
The City of Cologne set out in its MÜLHEIM 2020 structural development programme to implement around 40 projects between 2011 and 2014 that would inject energy into the local economy, education and urban development in the districts of Mülheim, Buchheim and Buchforst. At the beginning of 2013, the MÜLHEIM 2020 programme was little known and it had a poor image. From mid-2013 onwards, marketing for the urban districts and the development programme was to be undertaken to significantly raise public awareness of MÜLHEIM 2020 and motivate local residents to get involved.
Realisation:
The marketing campaign developed by DIE PR-BERATER for the neighbourhoods and the development programme followed a strategic plan and communicated a series of coordinated messages. By implementing a cross-media and participatory campaign involving many different activities, DIE PR-BERATER were able to contribute to the positive change that the image of the programme underwent. Overall, the project achieved a high level of recognition throughout the city. As a result, ”Other districts look to Buchforst, Buchheim and Mülheim with great interest” (quote by the now retired Lord Mayor Jürgen Roters).
Trade shows and events
MÜHLHEIMER DAY
Task:
To develop an event format for image improvement and to raise civic participation.
Realisation:
DIE PR-BERATER devised a local festival held at different locations in the area for all age groups and with a focus on families & children, art & culture, sport, food & drink. The first MÜLHEIMER TAG was held in 2013, with 22 events taking place in the area covered by the programme, at this time still organized centrally by the agency. For the MÜLHEIMER TAG 2014, DIE PR-BERATER successfully launched a local initiative that took over parts of the central management of the event. In 2015, the MÜLHEIMER TAG was organized in its entirety by the initiative at some 32 different venues. The event format has now become established in its own right.
Press and photo opportunity
MÜLHEIM 2020 at a glance
Task:
To create an image to raise awareness of the client’s structural development programme
Realisation:
DIE PR-BERATER developed a symbolic sculpture for the public arena. The sculpture was installed on Wiener Platz, the central square in Cologne’s Mülheim district. Since May 2013 it has reigned over Wiener Platz and is clearly visible both from the Mülheim Bridge and the Frankfurter Straße. The red 2020 came to be the central visual representation of the programme. It featured as a recurring icon on many instruments within the campaign. The press used the 2020 in many different ways offline and online to symbolize the programme. A Google search for pictures of Mülheim 2020 today primarily produces photos of the sculpture.
Tools und applications
"YOUR MÜLHEIM" – digital photo competition
Task:
To raise civic participation in the Cologne district of Mülheim and to improve its image
Realisation:
In order to do this, the agency developed a digital photo competition. All people living in Cologne were encouraged to submit photos online of their favourite spots in Mülheim as part of a campaign titled “Dein MÜLHEIM” – “Your MÜLHEIM”. The agency devised and programmed an online competition platform with a function that allowed people to vote for the public’s choice on social media channels. Enthusiastic amateur and professional photographers uploaded a total of around 500 images to the platform. The competition platform was key to efficient handling of the entire procedure.
Topic development
From a troubled neighbourhood to a place of hope
Task:
To turn around the negative image from the initial stages of MÜLHEIM 2020 and raise awareness of the structural development programme in the Cologne area
Realisation:
Each stage of the 40 or so separate projects that made up MÜLHEIM 2020 was supported by the agency with PR and publicity work. That included around 20 press meetings, such as on-site appointments in supported education institutions, examples of businesses successfully moving into the area covered by the programme, or inaugural events for completed urban development projects. The agency also developed a newspaper dedicated to the project. The five issues of the MÜLHEIM 2020 newspaper, carrying reports and articles on the various projects, were published with a circulation of between 40,000 (programme region) and 145,000 (city-wide) copies.
On another level DIE PR-BERATER joined with the press department of the City of Cologne to organize press conferences on the interim and final outcomes, which were held in the City Hall and attended by the Lord Mayor Jürgen Roters.
The ongoing PR work concentrated on Mülheim (62,000 inhabitants) and Cologne (one million inhabitants). Overall, some 80 million media contacts were made, for the main part through the press work and supplemented by out-of-home activities, the photo competition, online measures, social media, events and opportunities to get involved. Thousands of individuals, schools and companies took part. In Mülheim today there is a sense that things are changing for the better. Civic engagement among the local population has increased. Mülheim is now considered to be an up-and-coming area. More and more people and companies are moving to the district.
Marketing
We can do it!
Task:
To develop various advertising materials corresponding to the concept of information, dialogue and participation among the local population
Realisation:
The first task was to review the claim. The original statement, translated as “MÜLHEIM 2020 can do it”, became “MÜLHEIM 2020 – We can do it.” All the projects in the district were given banners or other outdoor advertising to make them identifiable as M2020 projects. All building sites were dressed with a cover showing details of the length of the construction work and a contact address for complaints. Two poster campaigns were also coordinated to increase visibility among the public. The “We can do it” testimonial campaign put the spotlight on influencers in the area covered by the programme. On the campaign’s eight images, the contributors are shown in their local environment and formulate in a single sentence why they live in the area. The “My Mülheim” photo competition meanwhile focused on the local residents. Another poster series that appeared throughout the city encouraged them to send in photos of their home district. The best contributions were presented in a touring exhibition at various locations in the area.
Publications
Three districts – one newspaper
Task:
Concept development, layout, editing and production of newspaper issues to accompany the MÜLHEIM 2020 structural development programme
Realisation:
DIE PR-BERATER created in the MÜLHEIM 2020 newspaper an independent vehicle to report on activities under the programme of the same name in the three Cologne districts of Buchforst, Buchheim and Mülheim. In the five issues, the newspaper looked in detail at the more than 40 different projects implemented as part of the structural development programme.
The newspaper contained clearly presented and compelling reports, articles, interviews and photo series on the different projects. In line with the agency’s participatory “We can do it” approach, the focus was placed firmly on the activities of the local population, who were explicitly encouraged to help shape Mülheim 2020. In this way, the newly created medium supported the goals formulated by the agency: to make the programme visible and encourage identification with the urban districts and with the initiatives being taken there to improve and develop them.
The newspaper was published between July 2013 and September 2014 in a circulation of between 40,000 (programme area) and 145,000 (city-wide) copies.