How can the City of Rotterdam make the city more sustainable?

The Municipality of Rotterdam is optimizing their online strategy: where is the information for specific target groups and how can the customer journey best be supported? With the adaptation and merging of a number of websites, information should be offered more clearly with a concrete action perspective for entrepreneurs and residents.

The Municipality of Rotterdam asked Leene Communicatie to use their expertise to realize this wish and Leene Communicatie asked Blauw to examine these points. Using a Research Community, we entered into dialogue with the target group in order to gain insight into what residents and entrepreneurs think about sustainability and how they assess the current information and website.

The goal is to develop clear information about sustainability with a concrete action perspective. In this way Rotterdam can continue to work on making the city more sustainable. The website of the City of Rotterdam should be optimized to effectively meet the needs of residents and entrepreneurs.

With this study, the City of Rotterdam wants to gain insight into:

• In what ways Rotterdammers themselves are already working on sustainability;
• Whether and how Rotterdammers look for information about sustainability;
• What they think of the current website and what optimization opportunities exist

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The depths with Rotterdammers

In order to get a picture of how Rotterdammers view sustainability and making their city sustainable themselves, we set up a Research Community among residents who are interested in insulating their homes and among residents who live in a natural gas-free pilot neighborhood. With at least 20 participants per group, we were able to speak to the various target groups in a short period of time and create an in-depth picture.

Our focus during this community was on the following points:

• The orientation process of the target group in the topic of sustainability (what do they think of when they think of sustainability, what information do they need, where and how do they look for that information and how do they want to be informed)?
• The current website 010duurzamestad.nl and how they rate it (describing experiences while searching, what do they like about the website and information, what could be better, how do they navigate and can they take further steps based on the information)?
• Testing the website on a number of KPIs (usability, attractiveness, navigation, credibility, relevance)

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