City marketing to be taken over by reorganised CWE
To market Chemnitz as a good place to live and work, study and start a business: CWE GmbH will take on this task from 2016. As part of the upcoming reorganisation of the company, the marketing activities already carried out by CWE will be expanded. In its fundamental decision today on the allocation and structure of Chemnitz city marketing, the city council followed the administration's proposal, which had been preceded by extensive discussion and thorough consideration of the issue over the past few months.
"Marketing the city as a whole, as an attractive place to live and work, is the top priority," says Lord Mayor Barbara Ludwig. "In addition to creative ideas, persuasiveness and energy, this also requires a structure that is sustainable in the long term. I am delighted that the city council has made this fundamental decision and thus set the course for the important expansion of this topic. We want and need to convince young people, who are also young skilled workers, to come to our city. This is essential for a business location like Chemnitz. The fact that we have the potential is shown by the fact that we have been growing again for four years in a row - especially in the target group of younger people."
Over the past few months, various questions have been included in the consideration of the fundamental decision, such as the possibility of involving external third parties as shareholders and the best possible organisational structure. The resolutions required to implement this decision will be presented to the city council in the coming months. Among other things, the Supervisory Board is to appoint an advisory board. In addition, CWE GmbH, for which a new management team is currently being sought, will be renamed as part of the reorganisation. The "I am the city" campaign and the new, outwardly effective city marketing measures will continue to be managed by the City of Chemnitz until CWE GmbH takes over the task. There will be close co-operation between the city, CWE GmbH, the Technical University and the chambers of commerce for all content-related developments, which are based on the long-term strategy developed with the zebra agency and the brand profile developed together with various institutions and multipliers. In addition, institutions, associations and clubs will continue to be involved as partners, idea providers, supporters and ambassadors.
Keyword "The city is me"
The people of Chemnitz are at the centre of the communication concept. They describe their attitude to life, acknowledge the good aspects of their city and thus become ambassadors for a strong Chemnitz worth living in. In 2014, the campaign with the explicitly inviting title "The city is me" initially focussed inwards in order to jointly develop what is important for the city's identity. This year, the aim is to increasingly get people talking about Chemnitz outside the city. The online dialogue platform www.die-stadt-bin-ich.de is at the heart of the campaign.
The city marketing process was accompanied by an advisory committee of marketing experts and multipliers from companies, the Chamber of Industry and Commerce, the Chamber of Crafts, the Technical University, restaurateurs, event organisers, the city sports association, the creative industries, art, culture, politics and others.
The draft resolution can be found at www.chemnitz.de.