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Vision: positioning attuned to different target groups
With the new, nuanced and prioritized strategic issues uncovered in the analysis we can now go back to our original vision as presented in step 1. We elaborate on the original text, provide more detailed explanations (e.g. related to customer segments), and revise incorrect strategic assumptions. The definitive public value strategic vision should include the symbolic, experiential and functional aspects of the place value.
Symbolic part of the vision
This part talks about the meaning of the place for the local community and those outside of this community, in general terms. By far the most important task here is to formulate authentic values that inspire and create a sense of belonging and purpose which resonate with both insiders and outsiders .
Experiential level
How do these values translate in experiences for different customer groups? In this strategic phase experiences are mainly explained on a conceptual level (e.g. a safe and socially interactive environment for residents; innovation facilities for businesses; an inspiring and accessible place for tourists). Concrete examples and prototypes are presented in the next step of the value plan, the tactical part. Ideally the different experiences fit in an umbrella brand approach, meaning that the overarching vision logically translates in sub-visions for the different customer groups, thereby securing support from all stakeholders for the public value plan.
Functional level
On the most practical level the strategic vision explains which factual and environmental characteristics are leveraged to execute the vision. Examples could be old, new or renovated landmarks, existing cultural programs or business clusters. Again, in the next step, the tactical level, more practical examples will be generated in relation to product development (e.g. which new events are developed within the cultural program).
A template for the definitive public value strategic vision takes up approximately 4 pages and could include the following topics:
- What is place X about? (1 page)
- The meaning of the place and the 3 most important values related to it.
- What should be the experience of the place for the most important customer segments? (0,5 page per segment)
- What is the theme of the experience and what benefits does it provide to the segment?
- What characteristics of the place will be leveraged to develop those experiences? (0,5 page per segment)
- Characteristics could be tangible resources (e.g. city areas) or intangible resources (e.g. knowledge & expertise)
Go to step 4