Manual for District Centre Managers - the ATCM

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The MANDIE project created the opportunity to
invest in image building and development of a
marketing and communication strategy. Within
the general developments in Doornakkers,
great commitment and contribution among
stake and key holders as well as among inhabitants
could be achieved. Due to this commitment,
several products and processes that
contribute to the targeted ambitions could be
delivered.
Intention
Achieve a positive image for Doornakkers
in general and specifically for the new centre
area De Toeloop;
Achieve less shop vacancies and a better
retail mix in the former shopping streets
and create sustainable future perspective
for new entrepreneurs;
Create a business centre in Doornakkers for
local entrepreneurs;
Generate a high contribution and commitment
of partners within the neighbourhood
contract;
Create a meeting and information centre
with a business account manager for startups
and local entrepreneurs;
Develop a marketing and communication
strategy for Doornakkers and its stake and
key holders;
Develop new tools for communication and
citizen participation based on lifestyle
analyses;
Develop a vision and master plan for Doornakkers
for long term investment.
Initial Situation
A negative image and atmosphere towards a
neighbourhood results in a general lack of interests
for investments, loss of regular maintenance
in the public domain, reduced investment
in social housing and growing vacancies
and changes in retail and entrepreneurship.
The emergence of large supermarkets outside
the neighbourhood resulted in less shops
and visitors to Doornakkers. The branch mix
changed from daily supply shops to doubtful
shops or vacancies and the two main shopping
streets became deprived streets.
Besides the long term changes in Doornakkers
due to physical and economic attraction, the
community became more multicultural, and
the general income of the inhabitants also decreased
to the lowest of Eindhoven. Due to
these elements, Doornakkers was assigned
into the national programme Krachtwijken.