Τhe economic crisis in Greece in recent years, combined with the weakness or non-selection for a form of a national strategy that is consistent with international developments, has negatively affected the Athens role in the international trend, that is followed by most cities abroad. But the emerging initiatives like the Re-launching Athens project, the Re- think project, the Niarchos project, the awarded start ups, the volunteerism, the creativity of the cultural sector are elements and actions which reveal that Athens is following global trends and starts to form a role . We have action with participative collaboration and we have values and we have also cultural venues to enjoy. That is now our story and we ought to promote it. But is this the competitive advantage of Athens? The advantage of the city is that it forms gradually a cluster of culture, of creative start ups and of volunteering participation. In order our story to be unfolded—and that will not happen in a glance– we need our people to believe in it, because they are our ambassadors. According to Charles Landry, “creativity is the backbone of the city, and the critical resource is their people. It is the intelligence, the vitality, the imagination and most of all the creativity of people that feed the history. Indeed, the intensity of this creative power and its exploitation, is the key that will determine the progress and manage the sustainability of each city”. Referring to our people, the Athenians of the center and of the periphery we provoke them to explore the possibilities of Athens. Exploring this possibilities, we believe that they will create a new perception about their city and gradually they will be much more involved to the project, not only through volunteering actions but participate with the completion of them, either working, either promoting the identity or proposing further actions. Referring to the global community, we invite them to explore the possibilities of Athens, to observe the changes, to understand that the city is open to opportunities for creation, for investments, for delight. Rome, Istanbul, Berlin and Barcelona are great places but Athens is something more. Anything could happen in this city.

1. A STRATEGIC COMMUNICATIVE MODEL
FOR THE CONFIGURATION
OF ATHENS'S IDENTITY

2. LINKING THE PIECES OF THE PUZZLE
THE COMMUNICATION PILLARS
CREATION
PRAXIS
DELIGHT

3. LINKING THE PIECES OF THE PUZZLE
THE COMMUNICATION PILLARS
 The Creation Pillar : Start ups ,Universities,
business initiatives, fashion designers, private or
non-private educational initiatives and projects
 The Praxis Pillar: Volunteerism , Re Launching
Athens Project of Athens Municipality, Re-Think
Project , Niarxos Project, and all the other projects
of Athens, for example the new, ambitious plans for
the seafront Faliro-Sounion. etc
 The Delight Pillar: Imagine A TREE, that has many
fruits and these are a)the cultural activities that
happen in Athens, b)all the delight corners for
leisure time.

4. BEING EXPOSED TO THE ATHENIAN
COMMUNITY
EXPLORING THE POSSIBILITIES
The online platform
https://www.google.gr/search?hl=el&site=imghp&tbm=isch&source=hp&biw=1280&bih=862&q=webpage&oq=webpage&gs_l=img.3..0i19l3j0i10i19j0i19j0i10i
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5. BEING EXPOSED
Through web spots
o Spots that reveal the three pillars of our
communicative model and philosophy
Promotion through Facebook & Twitter
Theme
A few minutes episodes that will narrate
the actions that happening in the city
Awareness

6. BEING EXPOSED :THE INTERNATIONAL VERSION
http://www.globalize-campus.com/IGC_Services.html
EXPLORE THE POSSIBILITIES
Promotion  Video Spots
Awareness  Social Media: Facebook & Twitter

7. ACTORS - ASSOCIATES - FUNDS
 Creators of the project:
A contest for: Web Developers, Designers, Cultural Managers, Film
Makers, Directors
The winner takes the project : Athenian University, Technical School ,
Private Entrepreneurs,  A combination of actors is needed
 Funding:
Cost of the website platform : Low budget
 Payment of actors:
 OAED
 MUNICIPALITY
 ESPA
 MINISTRY OF FINANCE
Rising the competitiveness and
participation
•Volunteers to create spots that don’t
exist, with the collaboration of the
entrepreneurs.
• What's in it for volunteers? Promotion of
their work - Ability to create future
cooperation's –Certification about their
work
•Existing spot of the projects- Promotion of
the actions to city’s people and to the
global audience- Awareness

8. CHECKING OUR HYPO-THESIS
WITH THE STAKEHOLDERS
Through the presentation of our thesis
Anticipating for the feedback
Further proposals
Customizing the communication model

9. CHECKING OUR HYPO-THESIS
WITH OUR AUDIENCES
Trough Facebook & Twitter accounts
Views & Comments: evaluation and
interpretation of the outcome
Moving to the next step of our lean start -up
communication model

10. CREATING ROOM
FOR OUR PROJECTS THAT
STRENGTHEN
THE IMAGE OF THE CITY

11. Filling the empty space (empty shops and buildings)  in the center
(emphasis on the empty spaces at Panepistimiou street, see rethink Athens)
Competitions between local artistic groups . The winners  present
their work in key cultural sites (e.g. Technopolis) .The idea is to
organize a quality Athenian "talent show" with residents in a key role
(whether as judges or as participants)
Collect and Promote data on cultural activities in Athens through the
platform  relevant information easily accessible
 Locating together many cultural clusters  will make it easier to be
visited by Athenians and tourists.
Executives of Cultural Management, Volunteers, Art production
Companies
Synergies with Municipality, Ministry of Culture & Ministry of
Tourism, Entrepreneurs, Private Firms, NGO’S
Delight our Culture

12. TWO MAIN AREAS:
URBAN CYCLING
Urban reconstruction for creating a bike path grid.
gain:
• Sustainability
• Forming a friendly image
• Reducing of air pollution
CYCLING SPORTSMANSHIP
• Parnitha, Hymettus and Egaleo Mount ideal for downhill rides
• European programs to promote cycling tourism , show a growing global trend
• Design proper cycling routes
• Organize and promote cycling contests and events
gain:
• Global promotion of Athens's suburbs
• Gain share of the global bicycle tourism
• Integrate Athens with the suburbs
Collaboration among the Municipality of Athens with Municipalities
jurisdiction of such regions (Varimpompis and Aharnon, Petroupoli,
Kaisarianis etc.), with cycling clubs (Acharnai Ride, Odysseus, PDO),
private initiatives and the local Forestry.
The Praxis for Sustainability

13. Show me your neighborhood
One citizen from each municipality undertakes to promote the image
of his neighborhood for a week. Thus, we can see activities in the
Municipality relating to all potential ages.
Every month, a neighborhood
A game of competition between the municipalities of Athens. For one
month the emphasis is on activities in each municipality.
Executives of Cultural management –Volunteers
Synergies with Municipality, Ministry of Tourism Regional
Authorities, Private Firms, Start-ups (for creating a mobile
application)
Delight our neighborhoods

14. Objectives
 To unfold the city's identity, the particular form, the true story.
Narrative
 The city is the platform of action, the actors are the people of Athens that divulge the
rhythm. The ‘sites’ of the city will be areas from our communication pillars, the creation,
the praxis, the delight.
Philosophy
 The constant promotion of the city at the global audience and at the Athenian public.
 Promoting the image in order to increase tourism but also in order to form a perspective
of Athens.
Further action
 Following the global trend of film tourism-namely promoting the country through
audiovisual media-, Athens will have the ability to boost tourism tailoring tourist routes
and visits to city’s places that are being projected through the web-series.
Further Details
 Online Promotion and Display
 Subtitles in English (at the beginning, gradually in other languages) . Promoting the
Greek language.
 Greek musical background. Particular emphasis on new Greek mainstreams(in English
lyrics) productions and other musical paradigms .
Drama
Schools,
Universities,
New talents,
Volunteers
Technical
Equipment:
Volunteers
Synergies
with TV
Channels,
Productions
Companies
FUNDS:
Sponsors
Ministry of
Tourism
Ministry of
Finance,
Municipality
of Athens

15. CHECKING OUR HYPO-THESIS
WITH THE STAKEHOLDERS AND THE PUBLIC
 Through the presentation of our thesis
 How? Forming WEB Spots
 Trough the web platform, facebook and Twitter
Anticipating for the feedback
 Further proposals
 Customizing the communication model

16. SKETCHING OUR HYPOTHESES - THE CANVAS
KEY PARTNERS
•Residents
• Region Authorities
•Volunteers
•Entrepreneurs
(private, non-private
sector)
•University faculty &
fellows
•Oaed
•Municipality
•Espa
•Ministry of Finance
•Ministry of Tourism
-Culture
KEY SUPPLIERS
•Web Developers –
Web
designers(universities,
technical schools,
private entrepreneurs)
•Executives(manageme
nt of audits)
•Creative
entrepreneurs(to make
the reforms)
Key resources
from partners
•Inventiveness
•Financial support
What activities
they perform
•Evaluation
•Proposals
•Financial advices
•Entrepreneurial
suggestions
KEY ACTIVITIES
•Web developing
•Organizing the web
spot either the
existing or the
making of
•Making the
platform for the
feedback
•Distribution:
WWW, facebook,
twitter
•Customer
relationship: two
way
Key Resources
the proposition
require:
Web accessibility
VALUE
PROPOSITIONS
•A brand identity in the
global market
•A competitive
advantage
Problem that we
solving:
•The fragmentary
nature of city’s actions
•Identification
Services to be
offered:
•Participation of all
city’s actors
Needs to be satisfied:
•Identity Formation
•Regional & Global
Awareness
•Confidence
The minimum viable
project:
The web spots
GROWING
CUSTOMERS:
•Facebook
•Twitter
•Networking
•Communicative
messages
•Building confidence
CUSTOMER
SEGMENTS
The ones that are
creating value:
•The residents
•The entrepreneurs
with the Projects
•Our Volunteers
•Our Associates
Important
Customers
Athens Audience and
Global Audience
Archetypes of
customers
• Oriented to bad
images
•Partially informed
CHANNELS
•WWW,
• Social media
The other
competitors what
they use:
•Media,
•social media
• National strategies
• Networking
Works best:
A combination
Cost Efficient:
WWW & Social
Media
COST
STRUCTURE
Important:
Paying the
Associates &
Salary
Most Expensive:
Forming Web
Series(2nd Step)

17. THE CANVAS: NEXT STEPS
 The Customers our Fellow Citizens and our
Global Audience:
Which customers relationships have we established?
How are they integrated with the rest of our business
model?
http://blog.marketculture.com/2012/09/13/customer-metrics-measure-what-matters-most-to-customers/

18. OUR NARRATIVE
Entrepreneurs
& citizens
Collaboration -
solidarity
Participation for
the Completion
of projects
Creating
Value
&
Super value
Global
attention
Investments
Financial
boost
People
Creativity
Credibility
Sustainability

19. OUR BRAND LOGO

21. Maria Kourassani
maria_kourassani@yahoo.gr
www.linkedin.com/maria-kourassani
Akrivi Giouleka
https://twitter.com/GioulekaAkrivi
http://www.linkedin.com/pub/akrivi-giouleka/67/238/890
Christiana Neokleous
https://twitter.com/christiana_neok
http://www.linkedin.com/profile/
view?id=194344461&trk=hb_tab_pro_top
Caterina Vaimaki
https://twitter.com/CaterinaVaimaki
Vivi Kopsia
vivikopsia@gmail.com
Katerina Vlassopoulou
https://twitter.com/katvlas
http://www.linkedin.com/pub/katerina-vlassopoulou/17/b97/b5b

22. Panteion University of Social & Political Sciences
Master in Cultural Management
Course: Cultural Marketing and Communication
Athens Co-Creation Branding Project
Course Instructor : Betty Tsakarestou