Project Movers 

About the project

The relocation project was developed as a result of Kustlandet identifying a need for and opportunities to increase the population. The project started in January 2023 and ended in December 2024. In the initial phase of the project, research on migration patterns, how other actors work with relocation in the Kustland municipalities, and other relocation projects carried out locally, regionally, and nationally was analyzed. The research then formed the basis for the efforts that were implemented during the project.

The efforts that were implemented were:

• ”Home to..X”: An activity package consisting of efforts in various directions, specifically aimed at selected pilot areas. Subcomponents included: interviews with rural ambassadors, inventory of empty or abandoned houses, and marketing of the location.
• Marketing campaign aimed at summer cottage owners.
• Local workshops with the theme of relocation and place attractiveness.
• Tours for newcomers

EFFORTS

1. ”HOME TO…X”: PACKAGE STRUCTURE AIMED AT SPECIFIC AREA

An activity package consisting of efforts in various directions, specifically aimed at selected pilot areas. The purpose was for these different efforts to overlap and click into each other to create a whole that stimulates relocation to the area. The activity package consisted of three different subcomponents and was implemented in three pilot areas: Fliseryd (Mönsterås municipality), Solstadström – Blankaholm (Västervik municipality), and Mörtfors – Misterhultsbygden (Oskarshamn municipality).

The pilot areas were selected after dialogue with representatives from the municipalities and after consideration of parameters such as:

• Accessibility to housing
• Proximity to jobs
• Availability of services such as schools, shops, and transportation
• The area's need for stimulation of relocation

Subcomponents in ”Home to…X”

Rural ambassadors

The goal was to highlight exciting profiles from the pilot areas, who with their stories showcase a multifaceted picture of life in the countryside. The purpose was to inspire others to dare to take the step and move to the countryside in the Kustland municipalities.

In the effort, 22 individuals living in the pilot areas were interviewed. The interviews are published on Kustlandet's website under the menu ”Relocation Project” and ”Rural Ambassadors.” In connection with the interviews, image and video material was also created tailored for publication on social media. The material was made available for the municipalities and their marketing companies to use in their marketing of the location.

The individuals highlighted as rural ambassadors represent different categories related to relocation. For example, people who have moved to the location and started businesses, people who have moved due to work and love, returnees, and people who have converted their summer houses to year-round residences.

Inventory of empty/abandoned houses

The purpose was to identify empty residences and subsequently work to make them available on the housing market, either through sale or rental.

Work process:

1. Collaboration with the municipality to gain access to extracts from the GIS system. Selection according to these criteria:

• Property built with residential houses
• Not registered for waste subscription
• Not inhabited

What is delivered is an Excel list with information regarding the property, e.g., property designation, postal code, and address.

2. Cross-referencing the list through the Land Survey's database to obtain information about the property's owner.
3. Processing the list to filter out objects that are summer cottages or owned by associations or companies.
4. Information gathering about objects that could potentially be empty. This through collaboration with the local community as well as research on, for example, Google Maps and upplysning.nu.
5. Physically visit the properties that may be empty or abandoned to make a visual assessment of their status and whether they are relevant for the project.
6. Contact the property owners via letter. The letter contained information about the project as well as information about the strong interest in purchasing properties in the area. The property owner was offered assistance in contacting a broker and connecting with potential interested movers through Hela Sverige Ska Leva Oskarshamn's portal ”Live your dream Oskarshamn” where movers register interest and property owners can list their objects (only applicable to pilot area Mörtfors – Misterhultsbygden).

Promote the location
Assist the municipality and other local actors with marketing materials that highlight the advantages of the location and promote relocation. This was primarily done in the form of materials created with the rural ambassadors.

2. MARKETING CAMPAIGN SUMMER COTTAGE OWNERS

Initiative to motivate summer cottage owners to move to or register at the location permanently. The purpose was to highlight the location's attractiveness year-round and encourage relocation.
The campaign was conducted in the form of a postcard mailing. The mailing went out to summer cottage owners living outside the municipality and its neighboring municipalities.

3. MARKETING CAMPAIGN & TOURS FOR MOVERS

A marketing campaign with a twofold purpose: to promote the pilot areas from the ”Home to...X” initiative and to invite interested movers on guided tours in the area.

The marketing was done in the form of targeted video ads for specific target groups on Facebook & Instagram. The call to action was to click through to a campaign page on Kustlandet's website, where it was possible to read more about the location and sign up for the guided tour.

The tour would include stops at hidden gems, as well as the various ”villages” with available houses/plots and services such as schools and shops, and conclude with lunch where the rural ambassadors would give short presentations about why they like the location and their lives and businesses. There would also be an opportunity for companies seeking talent to participate and present their operations.

Work process:

1. Video material was created and ads tailored for advertising on social media were produced.
2. The ads were scheduled on Facebook and Instagram for the period 6/9 – 27/9 2024.
3. Planned dates for tours were: 5/10 in Mönsterås, 12/10 in Misterhultsbygden and 9/11 in Blankaholm – Solstadström.
4. The message in the ads (tailored to the location): ”Time for change? Find your home in Misterhultsbygden - the place with jobs, affordable housing and endless opportunities for an active lifestyle. Join us for a free tour on 12/10.”
5. Ad parameters:
   – Age 30 – 45 years
   – Men and women
   – Location: Stockholm County, Uppsala County, Norrköping (locality), Malmö (locality) and Gothenburg (locality).
   – Interests: boating, equestrian sports, animals, hunting, fishing, gardening, camping and mountain biking.

4. LOCAL WORKSHOPS: ”WE NEED TO GROW! HOW DO WE DO THAT?”

Workshops with a local focus where the purpose was to initiate dialogue and collaboration between interest associations, the municipality, and citizens. The activity was conducted in the form of a short lecture on completed relocation projects, followed by group work where participants, with the help of discussion questions, discussed how relocation can be promoted. The ambition was to inspire local actors and brainstorm concrete ideas that can then be further developed in the associations or the municipality.

The discussion questions that were used:

• Analyze the strengths, weaknesses, threats, and opportunities of the place.
• Analyze: Current situation – How do we think the place is perceived today? Desired situation – How do we want the place to be perceived?
• What target groups can we attract? Or retain?
• The challenge! Select a target group and discuss ONE initiative that you would like to implement and that you believe would attract relocation.

Would you like to receive the final report in its entirety?
Email: info@kustlandet.se