Marketing Kennispark Twente

Assignment

KennisPark Twente (“Knowledge Park Twente”) is the science park that was developed in the region of Twente in the Eastern part of The Netherlands. In this region the Technical University of Twente is located as well. Due to the growth of the activities at the park the park management and regional authorities identified the need to develop a vision on the further growth of the science park in terms of further business growth and a translation in what that means for required space for expansion and new companies and organizations as well as for the organization and the marketing approach. 

Project Summary

Kennispark Twente stakeholders are the Technical University of Twente, the municipality of the city of Enschede, the regional partners in Twente as well as the Province of Overijssel. For this group of stakeholders, with sometimes different objectives and interests, a common visions needed to be developed.

Our approach

The project approach included 4 distinct phases:

Phase 1 Analysis of current state

In this phase desk research was conducted based on existing materials, documents, statistics, etc. Also a round of in-depth interviews with key stakeholders was carried out. The findings from desk research and interviews resulted in an overview of initiatives related to the Kennispark, their current state and results as well as the planned future steps.

As a results of this phase a SWOT analysis was developed and delivered, highlighting the current strengths but also the attention points to be addressed in the future strategy.

Phase 2 Definition of current and future proposition

The objective of Phase 2 was to identify and map out the attraction power (“magnet”) of the Kennispark Twente: the unique selling points at regional, national and international levels.

In order to do this interviews with specific experts were conducted (professors in specific research fields, companies, spin-offs, etc.).

Specific knowledge and business areas in focus in the project were personalized healthcare, smart manufacturing, smart materials, and digital society.

The result of this phase was a clear overview of the current positioning of the Kennispark and the gaps related to the future strategy and ambitions.

Phase 3 Analysis of market dynamics and space requirements

In phase 3 the analysis of current and potential new future target segments was conducted. Following a methodological approach based on criteria and weightings a ranking was made of different potential (incl. current) target groups. For the most promising ones an analysis was done to project the size of the opportunity for Kennispark Twente: how many companies could be attracted and what would the space requirement be? 

Phase 4 Strategy and implementation planning

Based on the findings and in cooperation with the stakeholders the strategy has been developed and agreed upon including a clear strategic roadmap.

Result

The result of the project was a clear, fact-based future strategy for the further growth of Kennispark Twente. The plan gives guidance to the stakeholders in terms of target segments, space requirements, strategic positioning and marketing strategy.