Strategy and Communication WestlandThe image of Westland and the lack of familiarity with this region are a stumbling block for the region’s growth objectives. This is especially apparent in the region’s ability to attract well-educated personnel and in the procurement of funding for the essential investment within the region. Westland must establish a distinctive position so that the appropriate stakeholders – politicians, investors, entrepreneurs, potential employees and inhabitants – feel drawn to commit themselves to the region. This is the only way that the region can develop sustainably and Westland therefore wants to work on greater brand recognition and a better image.
This calls for improved communication about the region’s positive qualities and the successes which have been achieved there. It is particularly important to create an unambiguous, unified image by achieving greater consistency in the communications from the various stakeholders in Westland. The initial step was to determine the identity and brand values, then to ensure that a clear-cut and inspiring Westland message is formulated for each target group. This will be made manifest in every possible way, for which a step-by-step plan was formulated.
The project was launched in late 2008, and the marketing strategy and action plan has been realised in close conjunction with a dozen communication advisers from Westland’s business community. The kick-off is planned for late 2009.
Feedback from the client:
"In order to put Westland on the map and keep it there we called on the expertise of Corrinne Goenee and White Tree. Corrinne has done a great job of shaping the image of Westland and pump-priming it with content. She has demonstrated her professional breadth, ranging from strategy to plan of action and from process to project, which together with her enthusiasm has produced an excellent result. Her understanding of innovation, marketing and communication has been extremely valuable for the project, most especially for rallying the support of the municipality and local businesses. This was combined with a pragmatic outlook and a hands-on mentality, which are qualities we are keen on in Westland. Corrinne has shown us what we stand for in this wonderful municipality: we are powerful, inspired and in pole position. White Tree and Westland were also a great match in this respect...”
Theo Duijvestijn
Alderman for Economic Affairs, Westland Municipal Council
"Your work has made a highly professional impression and without doubt provides a solid foundation on which to build the Westland brand."
Meiny Prins
Managing Director of Priva
Dutch Businesswoman of the Year 2009
Member of the ‘Imago Westland’ steering committee
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