The Leiden region has much to offer, city and beach, polder landscapes, excellent living environment, much culture and many museums, top research and educational institutions and a science park that belongs to the top in the world; to name but a few. An exceptional situation for attracting (international) activity. But all of these qualities need to be voiced. Thus the project Be Good and Tell It.
Employees and Residents as Ambassadors
The Leiden region is characterised by knowledge. In the Bio Sciences, in Health and Space. It is a place where talent, knowledge and innovations come together.
The project has two routes. The first is claiming its own position between the two metropolitan regions Rotterdam / The Hague and Amsterdam.
The second route is mostly about charting the distinctive character of the region, those things which make the Leiden region relevant to target groups such as (international) business, scientists and students. In this way a number of key expressions that typify the Leiden region will be formed. Some are obvious: the Leiden Bio Science Park is already known and there are some major businesses in the field of Health and Space already based in the region. All of the facts and figures about the region have been brought together in the digital marketing tool: Toolbox071. This is a digital fountain of information which could make the difference in a tender or bid with a competitor.
The project aims to use the (international) businesses already established here and their international workers to tell the story. This has been found to be an effective method of communication. Therefore it is important to build relationships with key influencers and opinion leaders in these target groups. We must also ensure that the story is told in the right places; both in interesting meetings and online. Using existing business and their employees as ambassadors. In other words, Be Good and Tell It.