Reference Projects
Amsterdam City Marketing
(Dec. ’02 – Sept. ‘04/Sept. ’04 – present sub-assignments)
During the period between December 2002 and May 2003, Berenschot conducted research into city marketing for the City of Amsterdam.The first part of the assignment was to prepare the conceptual Amsterdam brand using the city’s self-image and current image as a reference point.The second part consisted of formulating a target image and identifying organisational improvements for the large number of organisations involved in promoting the City of Amsterdam in some way.
Leiden City Marketing:Programme and Organisation (Nov. 2005 – Feb. 2006)
Leiden, city of discoveries, knowledge and cultural history.But also a city of words rather than deeds.Berenschot was asked to advise the City of Leiden about how to profile itself to the outside world and how to provide the organisation with greater substance.‘City of Encounters’ became the metaphor for a path to Leiden's new renaissance.
Amsterdam-IJburg Location Marketing (end 2002 – present)
Under contract to the five consortia collaborating on the development of Amsterdam’s IJburg residential district, Berenschot, at the end of 2002, developed a communication strategy including a proposal for organising joint communication.Berenschot was subsequently asked to implement this strategy.Since the beginning of 2003, Berenschot has been handling the group’s joint communications with the media.In addition, Berenschot is guiding the preparation of a number of communication facilities, such as an internet site designed to market the local housing.
Overhoeks Location Marketing (June 2005 – present)
Under contract to the Overhoeks Brand Partnership, consisting of market players, governments and cultural organisations, Berenschot developed the strategy for marketing the Overhoeks redevelopment site (Shell terrain in Amsterdam North).Berenschot performed a number of tasks including the preparation of the marketing communications plan and, from June 2005 to May 2007, looked after the coordination of the marketing and other communications activities arising from this plan.
Province of Zeeland Region Marketing (May – August 2006)
Under contract to the Province of Zeeland, Berenschot carried out research into ‘the feasibility of developing a broadly supported brand and marketing plan for the Province of Zeeland’.A positioning statement was prepared on the basis of input from the desk research, interviews and group sessions.This statement was translated into briefings for preparing ‘the creative concept in support of the collective brand and marketing approach’, among other things.Furthermore, Berenschot provided advice on how to organise and develop the brand and marketing plan so that it would generate broad support among the Province of Zeeland’s residents.
