“A Communications and Marketing Strategy for a Modern, Relevant and Trustworthy City Network in the Decade to Come” 

During 2011 and 2012, Tendensor is responsible for running a broad development process for the city network Union of the Baltic Cities (UBC), which with its more than 100 member cities is one of the largest city networks in Europe. The process will result in a clear brand promise for the organisation as well as an international communication strategy.

The objective of the strategy is to define and describe the future marketing and communication strategy of the UBC and associated actions in an action plan. The strategy also sets out to define a brand platform for UBC defining what UBC wants to stand for in eyes of target audiences and what makes the organisation unique, which will guide future communication, organisational choices and activities.

Inclusiveness and establishing a sense of ownership of the strategy and the future UBC brand among UBC members have been guiding principles throughout the process and surveys, interviews and workshops with members have been used as tools to make the network’s members co-creators of the strategy.

Tendensor will present the strategy for adoption at the Executive Board meeting of the UBC on 14 February 2012 in Brussels, after which implementation will commence.

If you have questions concerning the process, contact Marcus Andersson, partner and Head of Research at Tendensor on +46 708 67 36 34 or marcus.andersson@tendensor.se