With 15 ongoing digitization projects and many stakeholders, defining the right communication structure and messages is a tall order. Because, what are you going to tell whom in what way? This communication challenge brought the municipality of Breda to gr8 agency. To find the right content and structure, we went back to basics.
First things first: every communication strategy stands or falls with a rock-solid foundation. Why does Bredata exist and why do we in Breda focus on innovations, what should they achieve, and how do we do that? And above all: is there a Breda character in how we go about this? In a number of interactive working sessions with the team from Breda City Council we zoomed in and out, and got to the core: what does the digital transition look like and what is Bredata's role within it. We examined the external situation (what do we see in terms of digitization?), the internal situation (where does Bredata stand within the municipality?) and Bredata's ambitions. We also examined the target groups and translated this into an effective communication strategy.
The result?
- A clear and expressive ambition that summarizes in one sentence what we are working towards and what we consider important: Breda: on course to the most digitally inclusive city in the Netherlands.
- A powerful narrative around the why, how, what. Including objectives and criteria against which all further communication can be assessed.
We also wrote the story for the Smart City Expo in Barcelona 2023. Here Bredata was part of the Dutch delegation with a 'recharge moment' for visitors. In a world where digitization is always present, it is also important to take a break from digital stimuli from time to time. Visitors were invited to a short 'digital detox' with sleep masks and headphones, where our story was recited, with a focus on preserving the human aspect in a digitized world. This was nicely in line with our thoughtful proposition: 'dont forget the people'.
With gr8 agency, we like to sink our teeth into communication on topics that are important to society. This is a great example of that.
