1. ONLYLYON ACTION PLAN 2015

2. The ONLYLYON ecosystem
ı Private partnersı Founding partners

3. 1. A VERY FRUITFUL 2014

4. Lyon in the rankings
1st – ranked business-friendly city in
France
(2014 l’Expansion-l’Express)
1st – ranked city for executives
(2014 APEC)
1st – ranked Smart City in France
(2013 m2ocity ranking)
2nd – ranked city of the arts in France
(2013 Journal des Arts)
1st – ranked city in Europe for a “city break” in 2015
(2014 The Telegraph Travel)
19th most innovative and business oriented
city in the world
(2014 Innovation Cities Global Index)
15th – ranked among most attractive cities for foreign
investment
(2014 Financial Times- FDI Intelligence/European Cities and Regions
of the future)
3rd favorite international tourist destination
(2014 Trip’Advisor)

5. 2. OUR KEY CHALLENGES FOR 2015

6. 1/ Boosting the Lyon Metropolitan Area’s position
ı Attractiveness
ı In situ
ı Export

7. 2/ Strengthening or starting the program in key areas
ı Education
& research
ı Business
& sports
ı Humanism
& solidarity

8. 3/ Prioritizing our geographical targets
ı With a focus on
Paris that is:
ı Permanent
ı Consistent
ı Strengthened

9. 4/ Speeding up the approach and making it …
ı Open
!
ı Collaborative
!
ı Digital
ı Viral

10. 4/ Shift from broad-based communication to an approach that is:
ı More segmented,
more impactful and
bolder
!
!
ı More targeted with
more content and
personal stories

11. 3. ACTION PLAN 2015 PROPOSAL

12. 3.1/ Cross-disciplinary approach
ı Aim for 2015: Broaden our scope of action
Strategic
marketing
Operational
marketing Local project
Strategic development project
Attractiveness strategy
Integrated marketing plan
Vision, strategy orientations, brand, governance, shared action plan
ECONOMIC
ATTRACTIVNESS
COMPANY
SETUP AND
DEVELOPMENT
MAJOR CORE
PROJECTS
SECTOR-BASED APPROACH
RESIDENTIAL
HOSTING AND
SEARCHING
FOR NEW
POPULATIONS
HIGHER
EDUCATION
UNIVERSITIES,
RESEARCH AND
GRANDES ECOLES
TOURISM MAJOR
EVENTS
ARTS AND
CULTURE,
SPORTS,
BUSINESS,
FAIRS, CONGRESSES,
EXHIBITIONS
HUMANISM &
SOLIDARITY
1
2
New

13. 3.2/ Our targets
ı Aim for 2015: continue our strategy of target cities by prioritizing the impact
of our actions
ı Travellers over 4 times a year (leisure and/or business)
Circle 2 MT & LT impact
ı New York
ı Boston
ı Montreal
ı Shanghai, Guangzhou
ı Hong Kong
ı Seoul
ı Tokyo
ı Moscow
ı Sydney (tbc)
ı Sao Paulo

14. 3.2/ Our targets
ı Aim for 2015:
strengthen the target
(over 4 trips a year for
business or leisure) and
media + related locations

15. 3.3/ Communication
ı Aim for 2015: enrich the “Addicted to Lyon” concept by giving it more
content and providing more personal stories.

16. 3.3/ Communication
ı Aim for 2015: Build an ecosystem that links our communication actions
BRAND
CONTENT
PR
NEWS
NATIVE
ADVERTISING
EDITORIAL SITE
CONTENT

17. 3.3/ Communication
ı Aim for 2015: Appeal to our international and Parisian target
ı Digital screens at Paris
Charles de Gaulle and Orly
airports
ı 3 10-second commercials
ı 200 sides
ı €130 K
ı Length: 28 days
ı Period: May or June
ı Build links between all Paris-
based actions (both ongoing
and occasional i.e. Nuits
Sonores, Institut Lumière, etc.)
and connect the relevant
actors.

18. 3.2/ Communication
ı Aim for 2015: Focus on Paris right in the heart of our target
ı Place de la Défense
ı 52 x promotional fixtures /
screens
ı 50 x 2 sq. m screens + 2 x 8
sq. m screens
ı Broadcast 7 days non-stop
screen loop
ı Message: 10/20/30’’
ı Net space budget*: €25 K

19. 3.3/ Communication
ı Aim for 2015: Be strategically visible in Milan for the opening of Expo Milano
2015
ı Milan taxis
ı Sticker campaign: 200
examples i.e. 100
promotional taxis
ı Format: Vinyl sticker
ı Start date: 6 May 2015
ı Period: 1 month
ı Cost: €40 K
ı Airport – city – station

20. 3.3/ Communication
ı Aim for 2015: 10 targeted international multi-network and multimedia
campaigns…
in 8countries
100M
35
views
1,000,000
geolocalized &
personalized posts

21. 3.3/ Communication
ı Aim for 2015: targeted international multi-network and multimedia campaigns…
ı … showing highlights in
the Metropolitan Area.

22. 3.3/ Communication
ı Aim for 2015: 2 international campaigns geared to business + 1 “1 project
setup = €5000” operation
Region Audience
London 387085
Paris 186668
UAE (Dubain Included) 100138
Milan 71679
Frankfurt 50981
Shanghai 29184
Munich 29058
Beijing 20142
ı Potential investors
ı Industry:
ı Finance (Investment
Management, Investment
banking, financial services, etc.)
ı Senior management:
ı Manager
ı Director & VP
ı CxO
ı Owner & Partner
ı Function:
ı Finance
ı Entrepreneurship
ı Geotargeting:
ı Paris, London, Frankfurt,
Munich, Milan, Dubai, Beijing,
Shanghai

23. 3.3/ Communication
ı Aim for 2015: direct communication with our targets through strategic
partnerships
Emirates In-
Flight Video:
6.5 million
passengers
over 2 months
Communication targeting
Tour Operators (Event;
eductour) with Emirates
supporting Tourism Office
action
Networking events
(Sydney/ Dubai)
Loyalty program
Specific action
plans

24. 3.4/ Collaborative approach
ı Aim for 2015: free our approach and our brand system in order to develop
collaborative creativity, foster internalization and spark viral appeal

25. 3.4/ Collaborative approach
ı Aim for 2015: achieve excellence in promoting the area by providing
permanent cross-disciplinary training for collaborators and by providing them
with effective, up-to-date tools.

26. 3.5/ Press and public relations
ı Aim for 2015: continue international development
ı With a 10% increase in foreign press
coverage
!
ı Continue and increase the very good
synergy during delegation trips abroad
!
ı Create new angles for promotion by
working with players and cultural events
around the world
!
ı Create our newsroom and exclusive
ONLYLYON TV content

27. 3.6/ Networks
ı Aim for 2015:
ı Strengthen Ambassadors’ incentive to act while making the network more
international.
ı Organize brand communication towards “France-friendly” targets worldwide.
ı Continue exponential growth in “fans” pages.
ı Social network targets:
ı Twitter:
35,000 followers
!
ı Facebook:
850,000 fans
!
ı Weibo:
50,000

28. 3.6/ Networks
ı Aim for 2015: create and run the ONLYLYON international
students network, with 1500 members.

29. 3.6/ Networks
ı Aim for 2015: collaboration and twinning with existing networks
Levelofcollaboration
Low
High

30. 3.7/ Partnerships
ı Aim for 2015: continue and strengthen partnerships with companies,
neighbouring areas selected international cities
ı Aim: 15 world-class partners
ı 10 partners to date
!
ı An aim of 3 additional “prestige”
partners in 2015
!
ı 1 “premium” partner
!
ı Run the club, give an active role in
Governance
!
ı Encourage co-creation of actions that
enhance Lyon’s attractiveness.

31. 3.8/ Resources: le Skyroom
ı Aim for 2015:
ı Make it easier to use the venue
ı Strengthen its image with high-valued-added content (conference partnerships, etc.)
ı Make it accessible by connecting it to the world (telepresence robots)

32. 3.8/ Resources: website/extranet
ı Aim for 2015: modernize our tech tools to boost our impact and collaborative
power
Website Extranet

33. 3.9/ Merchandising
ı Aim for 2015: greatly extend the brand’s reach and pool our value-added “gifts”
policy.
ı Develop our distribution
ı Souvenir shops
ı Retailers
ı Mass retailers:
ı Intermarché: 10 POS being tested
ı Auchan: St Priest
ı Leclerc: Beynost / Grézieu / St
Priest
ı Cultura: to be approved
ı Relay: being approved
ı Fnac: Part-Dieu
ı Co-branding or licensing partnerships to
stretch the brand’s reach
ı Local, high-value added production with
group pre-orders

34. 4. BUDGET PLANNING AND BREAKDOWN FOR 2015

35. ACTIONS/MONTH Jan. Feb. March April May June
Offline communication
Online communication
Press actions
- Aderly results
- Awabot
-Pre-MIPIM
-- Dubai (tbc)
-MIPIM
- Innorobo
-!
- Nuits
sonores
- Milan
Events & Public Relations
- Forum ODDO
- SIRHA+ BIG
!
ONLYLYON Ambassadors &
Lyon networks
!
Social Network Fan Pages (Facebook/
Twitter/Youtube/etc.)
Prestige & premium partnerships
Merchandising
Lyon SMB relays
Tools & training
Governance
- Management
Committee (MC)
- Presidency -
- MC
- Steering
Committee (SC)
- MC
MC
Com TF
MC
- SC
- MC
Rhônexpress
Brand system launch
Eurostar
Paris Campaign
(airports + la Défense+
Milan taxi + Emirates TV ad)
Confluences
Museum Social network campaigns (FB;youtube;linkedin)
Nouveau
Site
ONLYLYON
press
conference
London +
120 years
Lumières
Paris
Australia
Tour
China
(GC)
Development of actions & international presence
Development of foreign students network and international lobbying
Daily development/facilitation
Facilitation & Prospecting
Club Event Club Event
Launch at
Mass retailers Licensing
approach
Eco-system integration
Launch
Onlylyon TV
Launch
Sharing tool
Onlylyon
labs
Onlylyon
Academy

36. ACTIONS/MONTH July August Sept. October Nov. Dec.
Offline communication
Online communication
Press actions
!Dubai (cityscape)
New York
AC Biennial
Festival
Lumières
WEF
Dubai
(Big 5)
Festival of Lights
Lyon
Events & Public Relations
New York
Dubai
Festival of Lights
Lyon
ONLYLYON Ambassadors &
Lyon networks
!
Social Network Fan Pages
(Facebook/Twitter/Youtube/etc.)
Prestige & premium partnerships
Merchandising
Lyon SMB relays
Tools & training
Governance - MC MC
-Presidency
-- SC
- MC
-Com TF
MC MC
- SC
- MC
Rhônexpress
Direct marketing – airline frequent flyer programs
Onlylyon Buzz Social network campaigns (FB;youtube;linkedin)
Onlylyon party
Moscow
ONL+
Japan
(GC)
Festival
Lumière
HK
Development of actions & international presence
Development of foreign students network and international lobbying
Daily development/facilitation
Facillitation & Prospecting
Club Event Club Event
Club Event Club Event
Development of distribution + Licensing
Ecosystem integration
Continuing education module

37. Budget breakdown by resource (currently being finalised)

38. 5. GOVERNANCE 2015

39. 5.1/ Governance
PRESIDENCY
(GLEE + GC PRESIDENTS)
│Legitimize, expand and foster overall
action
│Once every six months
STEERING COMMITTEE
(FOUNDERS / GA)
│Approve strategy and cross-disciplinary
actions + examine specific partner actions
│Once every six months
MANAGEMENT COMMITTEE
(INCORPORATED PARTNERS: TO/Aderly/
Greater Lyon/City + 1 guest)
│Determine and implement strategy and
actions.
│Once a month
ONLYLYON DEDICATED TEAM
│Recommend, set up and assess cross-
disciplinary actions
│Operational support for partner actions
│Synergize resources and information
COMMUNICATION TASK FORCE
(PARTNER COMMUNICATION MANAGERS)
│Enrich and coordinate actions
│Once every 2 months

40. 5.2/ The ONLYLYON team
LIONEL FLASSEUR
Program Manager
EMMANUELLE SYSOYEV
Press & Public Relations
Manager
ALEXANDRE JACQUES
Digitial Media Manager
SONIA DHAOIDI
Tools & Facilitation
Manager
GÉRARD AUBOEUF
Partnerships Manager
AURÉLIE MORETTO
Communication Manager
International Networks
Manager

41. “Lyon’s international perspective and presence is synonymous with its success”
Fernand Braudel