The city of Bad Tölz is making a new attempt to define its image and to pour it into a catchy brand.
The first step in this direction is a citizens' survey on the Internet that has just started.
Bad Tölz
- You just have to remember what effect terms like “Alpamare” and “Bulle von Tölz” had in the past nationwide, then you know how important a brand can be.
Thanks to the Alpamare, Tölz became a popular and frequently visited leisure pool.
And “the cop” came across so authentically that potential spa guests worried about the crime rate before starting their trip.
A brand can do that.
The citizens should answer 14 questions
That is a thing of the past, as is the reputation of the spa town.
What defines Tölz, what it will stand for in 2021 and what essence the Isar city has, is therefore important for the town hall tour operator to determine.
Mayor Ingo Mehner, the economic development agency and the Tölzer city council therefore started a branding process in February (we reported).
In order to receive as many assessments and judgments as possible, a survey of citizens has recently started, which - also due to Corona - takes place on the Internet.
By June 6th, citizens should answer 14 questions about Tölz's assessment and provide socio-demographic information.
The survey takes about seven minutes and is of course anonymized.
The evaluation is carried out by a specialist office.
In order to get a comprehensive picture of the opinion, Mehner asks for numerous participation of the citizens.
After the public survey, workshops continue
According to the city's press release, citizen participation is the first part of a three-stage process. After the survey, an advisory office will conduct personal interviews with selected multipliers from all areas of public life. In two workshops, step three, the core of the statements is further reduced to striking key terms and a target image is developed for what Tölz should stand for in the future. The Tölz company should, so to speak, make Tölz a brand again. Participants in the working groups are people from business, gastronomy, trade, sport, politics, tourism and young adults.
"Imagine it like a distillery", is how business development manager Sandra Hermann translates the branding process into a catchy picture.
“We start with a kettle of good ideas and opinions.
As many statements from the citizens as possible about what they associate with Tölz come into this.
With each step, the substrate is further evaporated, concentrated and thickened until a few key terms are available at the end.
These then make up the brand essence. "
The link to the survey:
www.bad-toelz.de/Meinungsumfrage.
Participation in the survey is possible until June 6th.
Citizens can contact the Tölz mayor's office on 0 80 41/50 41 03 if they have any questions.
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