As the sports department of the City of Ghent, the Ghent Sports Service is tasked with various responsibilities, while also embracing Ghent’s values. This includes facilitating and promoting diverse sports activities and events in the community, with an open and inclusive approach for all residents. Additionally, the Sports Service is involved in managing and maintaining sports infrastructure, such as sports complexes and fields, with a central focus on community engagement. Furthermore, the Sports Service provides support to local sports clubs and associations, with a targeted emphasis on enhancing sports opportunities for all citizens.
Our Challenge:
Developing a multi-year communication strategy and annual communication plan for the Ghent Sports Service required a varied approach. The plan targeted diverse groups, including athletes, sports groups, vulnerable individuals, and all residents of Ghent. It encompassed a mix of digital and offline channels, with special attention to inclusivity. The scope ranged from local to European level, involving various stakeholders such as city services, governance, and external partners. The strategy integrated insights from past projects and aligned with Ghent’s policies for sports, communication, and branding.
Our Approach:
Through various workshops and desk research, a comprehensive strategy and annual plan have been developed, consisting of the following elements:
- Overview of relevant communication channels for each target audience.
- Prioritization of these channels with guidelines per channel, and an overarching content plan for ongoing communication.
- Summary of campaigns and strategic projects aligned with the policy plan.
- Advice on team structure, KPIs, analysis dashboards, and budgets.
