Marketing Know-how

In context

How to actually reach municipalities

Municipal marketing follows different rules from classic B2B. Municipalities have no profit motive, no marketing department and rarely a single contact who carries a decision alone. Anyone arguing with ROI ends up in the bin; anyone arguing in municipal terms – citizen benefit, efficiency, sustainability – gets read.

The second difference is the role of print. In a market where everyone is betting on digital, the trade magazine remains the most reliable route in: 89 per cent of mayors read KOMMUNAL regularly, and they pass it on within the authority. The audited print run (ÖAK) is 30,882 copies; the weekly newsletter reaches 35,000 subscribers. Reach is measurable in the municipal market – that sets it apart from many other audiences.

The third difference is time. Trust here is not built by a single campaign but by visibility across several issues and years. A company that stays present for two to three years builds a level of recognition that no one-off budget firework can replace.

The articles in this category deal with exactly these points: the typical mistakes on entry, the role of print alongside digital, and the full path from a first advertisement to a running campaign. They are written for marketing managers opening up the municipal sector – and for everyone already advertising there who wants to know why it has not worked as planned so far.

In practice this means three things. First, adapt the language. A head of administration does not buy a solution that saves money but one that serves the municipality – the same property, framed differently. Second, combine channels. Roles within a municipality inform themselves differently, and covering only one of them reaches only part of the decision. Third, start early. The municipal market rewards continuity, not campaign pressure.

To see what that looks like for your own offering: all formats, reach figures and prices are in the media kit. KOMMUNAL Campus additionally lets you pass expertise directly to municipalities – as a partner with your own content or as a speaker in a live webinar.