The 5-step public value plan presented below is based on insights from the marketing plan book by Jean-Pierre van der Rest, Peter Otto and Erik van ‘t Klooster as well as the place brand strategy model originally developed by Robert Govers, Erik van ‘t Klooster and Gerard Van Keken. Image by wirestock on Freepik.
Public value plan
A public value plan for a particular space (neighborhood, city, state, country) encompasses the following 5 steps.
Step 1: Formulate a tentative strategic vision for the public place
In order to draw in stakeholders to participate in the public value plan a tentative vision needs to be developed by the initiators. The vision preferably is both ambitious and practical in the sense that it takes into account the interests of the stakeholders and the most important customer segments (e.g. residents, local businesses and visitors).
Step 2: Analyze the public place
In order to come up with the final strategic vision, first a more in-depth analysis of the place is needed. This analysis starts with making an overview of the characteristics of the place, the most important stakeholders and trends in the market. Next, the acquired information is interpreted through a SWOT analysis where the Strengths and Weaknesses of the place are confronted with positive and negative trends in the market (Opportunities and Threats). The SWOT results in an identification and prioritization of strategic issues. Finally, the participants of the value plan need to agree upon the prioritized strategic issues before the final strategic vision can be developed.
Step 3: Design the definitive public value strategic vision
In the main, strategy involves positioning of the place, attuned to the different customer segments (e.g. residents, local businesses, tourists and investors). Positioning consists of an inspiring value proposition, preferably grounded in the unique identity of the place. With the help of experience concepts, ideas are developed on how to translate the overarching value proposition into place experiences tailored to different customer segments. E.g. an overarching ‘innovation’ theme preferably translates in innovative experience concepts for both residents, commerce and visitors.
Step 4: Tactical value plan
In this step we translate the strategy in practical tactical operations. With regard to the marketing mix (4 P’s) we focus on promotion and product development. Effective promotional efforts need to be based on insights in customer profiles. Product development entails the translation of the experience concepts into practical products (e.g. events, landmarks, community initiatives)
Step 5: Implementation
Finally, in the 5th step you pay attention to the implementation of the value plan. Given the wide range of stakeholders which will participate in the execution of the value plan, collaboration should be fostered by means of a project management approach, trust building efforts as well as maintaining a clear vision amongst all stakeholders over the course of the project.
The information on this website will provide you with specific exercises for each step, building upon basic and well-known marketing theories. Click here to go to step 1.