Promotion policy and positioning for Visit Haarlemmermeer
Client: Municipality of Haarlemmermeer
Period: 2021
The Municipality of Haarlemmermeer wanted to strengthen its position as a tourist destination with a new policy for tourism, events, and promotion (2020–2025). Sherpa’s Stories was asked to translate this policy into a workable promotion plan and to assist the municipality in translating it into a new website and social media approach.
Approach
The promotional policy was structured in two parts: strategic and operational. Sherpa’s Stories started with an analysis of existing policy and communication tools and then formulated a course of action based on mission, vision, storylines, target group approach, and core values.
The practical implementation consisted of:
- Advice and guidance on the design and structure of the new website
- Substantive input on navigation, content, visual language, and selection of copywriters
- Development of a social media strategy, including content planning, workshops, and KPI advice
- Active guidance of the communication team during implementation and transfer.
Impact
- A feasible and supported promotional policy for the coming years
- Positioning based on the unique qualities of Haarlemmermeer
- A consistent translation to the website and social media, aimed at five target groups (residents, region, business visitors, tourists, event visitors)
- More control, overview, and insight into resources, partners, and message