DiPlanung – Roll-Out Communication for the Bavarian State Ministry for Housing, Construction and Transport

Task

With the “Digital Planning Bavaria” program, the Bavarian State Ministry for Housing, Construction and Transport aims to make planning procedures future-proof – legally, professionally and technologically.
Digitization opens new perspectives, particularly in urban, spatial and regional planning: it simplifies administrative work, optimizes participation processes and enhances transparency – making it a key to modern, citizen-oriented administration.
At the same time, municipalities in particular face the challenge of realizing these potentials effectively.
DiPlanung, the state’s new digital planning portal, provides a central solution.
Our task was to accompany the statewide roll-out with clear and confidence-building communication, making the portal’s benefits visible across all target groups and along every phase of implementation.

Strategy

The central element of our strategy was the guiding message:
“Bavaria plans digitally. Simple, secure, efficient.”
This motto translates technological transformation into an accessible and motivating narrative.
We established it as a unifying framework across all communication measures.

After analyzing the various target groups – from municipal planning offices and technical planners to political decision-makers – we developed a clear logic of arguments.
At its core: efficiency gains, legal certainty, improved data quality and greater participation.
These key messages were consistently highlighted through an inter-media package: clearly worded FAQs, infographics, modular text components and graphic templates for internal and external communication.

A video portrayed users from selected model municipalities who shared their practical experiences with DiPlanung and offered insights into how to get started and what concrete advantages digital planning provides.
We also addressed technical entry hurdles with practical examples – such as how to register with an ELSTER certificate or set up administrator accounts correctly. The communication was orchestrated along the roll-out phases, closely coordinated with the ministry, and designed for easy adaptation by downstream institutions.

Result

The roll-out communication made DiPlanung tangible and accessible to all stakeholders.
Municipalities, experts and administration were involved early and informed pragmatically.
The digital info events received strong resonance and marked the beginning of a dialogue-oriented introduction.
The developed materials – especially the explainer video and modular FAQs – are widely accessed and actively used.
Under the umbrella of “Bavaria plans digitally”, we transformed technical and organizational content into a motivating and sustainable narrative – helping establish DiPlanung not only as a tool but as a driver of a new planning culture in Bavaria.

Further information is available on the Digitale Planung Bayern website.