Manual for District Centre Managers - the ATCM

The construction of the new centre area De
Toeloop, the construction of 900 private houses
and the national programme Krachtwijken have
to change the perception of Doornakkers into a
more positive image and allow the provision of
local amenities for the future.
Approach
The department of district management of the
City of Eindhoven provides for deprived areas
a senior project manager who is responsible for
the development in an area. In Doornakkers,
the organization is imbedded in an organization
structure called The Alliance. The city of
Eindhoven and the (biggest) housing association
Woonbedrijf are both responsible for the
development of the vision and the process coordination
to carry out the Krachtwijk approach
and development of the marketing and communication
strategy.
To achieve best results, The Alliance invests in:
1. Participation and commitment of the key
stakeholders;
2. High civic commitment and citizen participation;
3. Extra investment in staff, budget and tools;
4. Improving the image of Doornakkers for a
successful use of the new centre area De
Toeloop and drawing investment to the existing
old shopping streets;
5. Communication and support to local entre
preneurs (www.linkedin.com group: Open
Coffee Doornakkers)
6. Design a new policy for local economies.
Results of MANDIE – Approaches to District Centre Management
The new logo of Dornakkers
Measures
New logo (“Doornakkers Altijd in de Buurt”)
New design of the newsletter
New design/finetuning ofthe website
Invitation to all inhabitants, stake and keyholders
to participate in the vision sessions
for Doornakkers 2030 (September/October
2010) in accordance with the new marketing
and communication strategy
Results
The main objective, development of a marketing
and communication strategy for image
building succeeded in a positive way. The main
stakeholders City of Eindhoven and housing
association Woonbedrijf provided the process
and programme.
Within the strategy, the tools of communication
and target groups in Doornakkers are
specifically defined by a lifestyle analysis. Five
keyholders contributed to the strategy’s development
and for 2011 to 2014, there is a request
for financial participation to carry out the
marketing and communication strategy.
The secondary objectives in Doornakkers resulted
in an improved neighbourhood contract.
14 partners signed the contract and are
committed to carry out all projects and activities
in a successful way.
The new shopping
centre of De Toeloop
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