City Marketing
Holism defined anew
City planning, city development, city marketing - three from a multiplicity of concepts, that describe the process of creation and design of habitats. We replace these concepts with a new one, that we hold for more suitable: City evolution.
To tie up all those parties that are involved in such a process in an analytic, planning, balancing integrating and communicative way and whose cooperation decides on the success of a project: that is the idea behind the group Genesys.
To make synergies useful, at the same time in the sense of planning lastingness constructive, systematical, dialogue-oriented and integrative: that is our claim. Which we can realize, because group Genesys is the merger of three companies: a city planning office, a management consulting firm and a communication agency - each of which with long-time experience and successes in their respective fields.
Because responsibilities, competences and services are in one hand. Because the three Genesys-modules –discussion, planning and communications– are interleaved in such a way that no friction losses or tuning problems hinder the course of projects.
Group Genesys is able to competently cover the entire range of disciplines demanded in city development. We take on the preparation, planning, project management and communications of town development projects and bindinto the process all protagonists into the strength triangle of politics, managing board and citizens. On that occasion, we point from a neutral point of view to action requirements, solution possibilities and development chances. Just like our motto of an "integrative city evolution" prescribes.
We are keen on new challenges.
The group Genesys is:
- Planning office Jungheim, Bad Honnef,
- Gayer Consulting, Essen,
- TASK advertising agency GmbH, Bad Honnef
Consulting
Establishing clarity
The first step towards project success is always a conscientious basis work. A target and problem oriented comprehension and exact interpretation of the status quo yields a realistic overview over strengths and weaknesses, requirement situations, expectations and general preconditions for project planning and realization.
This is a core task of the Genesys modul Consulting. Whether desk research, polling series or expert interviews – we master and use all disciplines of data elicitation. On the basis of our findings and including all decision-making bodies, we develop action recommendations, strategies and take over the role of the moderator, who brings together all parties, furthermore, stimulates discussions, leads constructively and mediates, where differences are immanent.
If you wish so, we support you with the search for sponsors in the implementation phase - and their selection, take on the project controlling and accompany all measures with flanking lectures, discussions and workshops.
In short: From the analytic preliminary work to the project realization, we smooth the way to the success of your projects.
In the run-up to the concrete planning process, information about the status quo must be gathered:
| Desk research (Analysis of available sources) | Elicitation of primary data | Others | |
| Expert Interviews | Consumer interviews | ||
| Analysis of hardcopy | Tradesmen | written, oral | Store checks |
| Online sources | Administration | Samples of private households | Location checks |
| Additional experts, e.g. professors, consultants etc. | Exit interviews | Photographical Documentation | |
| Group discussion |
Maps | ||
The result of this project phase contains e.g., statements about:
- Socio-economic surroundings
- Enterprise and industry mix
- Estimate of the catchment area
- Questions of ownership
- Spatial distribution of retail trade and service locations
- Basic data on the supply quality of the districts
- Description of business activities of selected enterprises
- Provision of the average price level
- Performance of the competition intensity as well as judgment of the
own attractiveness
- Proposals for improvements and ideas for city planners
- Buying habits of citizens
- Expectations of supply level / acceptance of the local offer
These data can be compared with the respective average indices (regional/federal state/national) to get meaningful comparison indicators.
Specifically the expert interviews contribute to deepening primary and/or secondary data elicitation. As output is possible:
- Creation of transparency with the involved groups
(- > winning trust )
- Formation of a binding platform for institutions involved in the
planning process
- Presentation of strengths/weaknesses analysis worked out together
- Comprehensive documentation of the current state
- Description and evaluation of suggestions for improvement
- Passing on of first action instructions to the planner
This form of an analytic penetration of the research object takes between six and twelve weeks, depending on the size of the commune and complexity of the type of task.
For further details on the component "Consulting" within our range of city evolution see www.gruppegenesys.de
Planning
The human being in the focus.
The creation of the public space with the city as its
most exposed expression is the challenge, that the Genesys-module
Planning puts itself to.
Building on the knowledge from data elicitation and analysis, we
develop city-planning in close cooperation and continuous harmonization
with the political and administration committees within the city
evolution process.
Besides the application of the entire town-planning instruments, we accompany –if wished– also the implementation phase of each project. So, our services include the complete range of accruing tasks of implementation planning, invitations to bid to site supervision. Optionally, only those parts can be taken over of course, for which internal competences or resources are scarce.
In the center of our work, i.e. the most important
aspect, that is to be taken into account of all town-planning: the
human being.
In short: Whether only part or the whole range of services, we provide,
lead and accompany the city-planning and constructional activities of
your project from the start to completion.
Communications
Creating a bridge
Communication is -according to a current definition- "interaction between people, that aims at understanding". Exactly that is for the Genesys module 'Communication' our task and claim: Creating understanding, opening dialogues, steering the outside effect and perception of projects and influencing them positively. We remove obstacles between sender and recipients out of the way, which oppose the effectiveness of your project. We provide the appropriate transparency with reference to the public. We take on cooperation with the media in a target-oriented way. We plan and shape the entire range of advertising measures competently and creatively and handle them in time.
Shortly: We build the bridge between project and public.
Service portfolio in detail, see www.gruppegenesys.de