The Public Sector

Knowledge and Brand Analysis for the Municipality of Skive

Insights into how communication and development initiatives impact the reputation and awareness of Skive Municipality.

Background

In the coming years, Skive Municipality wants to monitor how the many development initiatives and communication about them affect the municipality’s reputation. They have therefore wanted to measure the perception of Skive Municipality and awareness of their landmarks and positions of strength. The purpose is to be able to follow the development in the perception of the municipality and to take relevant actions on an ongoing basis.

Method

Silverlining Research conducted a valid and strong measurement of Skive Municipality’s brand and reputation among a number of different target groups, including citizens of Skive Municipality, young people who have moved away from the Skive region and families with young children living in the larger neighbouring municipalities. Data collection is carried out both via e-Boks mailing and via a panel survey.

Results

The overall focus is to create knowledge for action for Skive Municipality’s further strategic efforts. The insights will be used in the municipality’s work on the branding strategy, RENT LIV, which supports the unique, local strengths and sets the direction for the future of the Skive region with the protection and utilisation of its own natural resources through green actions.