By Hanna Lutz
It is not only companies that have become more and more aware of the importance of binding employees to them in the long term instead of only focusing on new staff and customers (Internal Employer Branding). Also city and region managers start to realize that their marketing efforts should not only involve the recruitment of skilled employees, investors, companies and tourists – but also address the residents in order to raise their identification with the city/region as well as their local or regional affiliation.
The blog entry Marketing of High-tech Regions (1): Karlsruhe “HighTech meets the Good Life” already dealt with the issue of regional cooperation and their marketing tools aiming to attract external actors such as specialized personnel. This post will present another regional cooperation, the “Nuremberg Metropolitan Region” (NMR) which focuses – besides the increase of attention in the international arena – also on the identification that its citizens themselves have with their city or region.