Basic HTML Version
o r p o r a t e
and positioning in intelligent services under
the standpoint of the Citizen Services cor-
porate descriptor, the sponsorship policy in
relation with the communication media, the
importance of in-house communication,
local communication campaigns, projects
stemming from the SCR Master Plan, and
the development and application of all of
the above to the corporate activity.
“Solutions for cities,
solutions for citizens”
Juan Pablo Merino, director of Corporate
Marketing and Brand and leader of this ini-
tiative, gave the opening speech explaining
the objective of the seminar and of the Citi-
zen Services Forum to those attending the
session which included representatives of
all corporate and business areas.
All agreed that , at present, the FCC Group
has the greatest potential for being the dri-
ving force behind the development of inte-
lligent cities. Thanks to its diverse services,
expertise and experience, FCC can offer,
better than anyone else, global solutions
and can identify and develop the concept
of integration whenever this solution is dee-
med appropriate. The idea is to focus on
the concept of “solutions for cities, solu-
tions for citizens” and transmit this messa-
ge coherently and in a coordinated manner
through communication plans to the diffe-
rent business areas in a transversal manner.
As part of this strategy, the unification of
the brand, taking pride in belonging to the
company, and showing the market that
FCC enjoys a competitive positioning and
conducts its activity in a “Smart” manner is
of particular importance. To achieve this it
is important to unify, coordinate, and create
“products” with global solutions and then
communicate this clearly to be able to re-
ach a positioning that sets the company
apart from the competition.
Two-pronged
approach
The development of the Intelligent Servi-
ces-Citizen Services is based on a two-
pronged plan: technical and scientific
work driven from the business areas,
and driven from the communications
standpoint in terms of contents and
messages.
The project is supported by various tac-
tic actions:
1.
The GEM - Brand Academy project
for brand unification and internal im-
plementation.
2.
Sponsorship Manual and Local
Communication Campaigns as the
theoretical-practical reference for the
different business areas.
3.
Projects stemming from the CSR
Master Plan to maximise the positive
impact of our activities in the com-
munities where we operate.
4.
In-house Communication to help
bring together the different areas to
take advantage of synergies.
5.
Relations with local and regional
media as a coordinated communi-
cations media strategy with uniform
messages.
All projects aim to contribute to the repo-
sitioning of FCC, linked to its corporate
descriptor “Citizen Services” to facilita-
te the company’s differentiation and the
consolidation of its market positioning.
The future Forum sessions will aim to
encourage the exchange of informa-
tion, experiences, and work among the
different areas so as to continue deve-
loping the use of intelligent solutions in
the services that the company provides
to cities.