Communication Strategy
Challenge
Aarhus Municipality - Sport & Leisure lacked a unified strategic direction for communication in a complex organisation with many target groups and channels.
Communication had evolved organically over time, making it unclear what the area contributes to citizens’ everyday lives and to the municipality’s overall welfare services.
Solution
BARC developed an integrated communication strategy that positions Sport & Leisure as a key contributor to citizens’ wellbeing, community, and active lifestyles.
Based on workshops, analysis, and strategic framing, the following was established:
A clear “why” and a shared narrative about Sport & Leisure’s role in core public welfare
A segmented approach to target groups based on awareness and behaviour
A unified channel strategy focused on fewer, stronger platforms
A playbook enabling the organisation and its partners to communicate consistently
The strategy connects long-term brand building with concrete conversion goals - such as increased usage, improved capacity utilisation, and stronger relationships with citizens - creating a scalable framework for future communication and collaboration.
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