E-MADINA Smart Cities Initiative
Strategic vision development and institutional positioning for Morocco's smart cities cluster, establishing the country as a leader in digital urban development.
Project Context
E-MADINA is Morocco's premier smart cities cluster association, bringing together ICT professionals, technology providers, local authorities, and government agencies to advance digital urban development across the country. Founded to position Morocco as a regional leader in smart city innovation, E-MADINA needed a clear strategic vision and institutional positioning to maximize its impact.
In 2020, as Morocco accelerated its digital transformation agenda, E-MADINA sought expert support to articulate a compelling vision for the smart cities sector, develop authoritative thought leadership materials, and strengthen relationships with national and international institutions. The association recognized that effective positioning required both strategic clarity and professional communication tools.
Key Challenges
- •Defining a coherent strategic vision for Morocco's smart cities sector that aligns stakeholders across government, private sector, and civil society
- •Developing authoritative white papers and thought leadership materials to position E-MADINA as the reference voice on smart cities in Morocco
- •Creating tailored communication materials for diverse audiences: ICT professionals, local authorities, government ministries, international institutions
- •Strengthening E-MADINA's institutional relationships with national agencies (ANRT, ADD) and international bodies (World Bank, ITU, EU)
- •Balancing technical rigor with accessibility to engage both expert and non-expert stakeholders
EXXING's Approach
Strategic Vision Development
Facilitated strategic workshops with E-MADINA leadership and key stakeholders to define a comprehensive vision for Morocco's smart cities sector. This vision articulated priority domains (mobility, energy, governance, citizen services), success factors, implementation roadmap, and E-MADINA's unique role as ecosystem orchestrator. The vision aligned with Morocco's broader digital transformation objectives (Maroc Digital 2030) while addressing local urban challenges.
White Papers for ICT Professionals
Authored technical white papers targeting ICT professionals and technology providers, covering smart city architecture, interoperability standards, data governance frameworks, cybersecurity requirements, and business models. These documents established E-MADINA's thought leadership on technical dimensions of smart cities while providing actionable guidance for private sector implementation partners.
Policy Briefs for Local Authorities
Developed policy-oriented white papers for local authorities (municipalities, regional councils) explaining smart city benefits, implementation approaches, funding mechanisms, and governance models. These materials translated technical concepts into accessible language for non-technical decision-makers, emphasizing citizen impact, economic development, and sustainability outcomes. Included case studies from Moroccan cities (Casablanca, Rabat, Marrakech) and international benchmarks.
Institutional Presentation Materials
Created professional presentation decks for E-MADINA's engagement with national institutions (Ministry of Interior, ANRT, ADD) and international organizations (World Bank, African Development Bank, ITU, EU). These materials positioned E-MADINA as Morocco's authoritative voice on smart cities, highlighting the association's membership, achievements, strategic vision, and value proposition for institutional partnerships. Tailored messaging and visual design to each audience's priorities and decision-making criteria.
Results & Impact
Clear Strategic Vision
Established a coherent, stakeholder-aligned vision for Morocco's smart cities sector, providing strategic direction for E-MADINA's activities and ecosystem development.
Thought Leadership Positioning
Positioned E-MADINA as the authoritative reference on smart cities in Morocco through high-quality white papers and policy briefs widely distributed to stakeholders.
Strengthened Institutional Relationships
Enhanced E-MADINA's credibility and engagement with national agencies and international institutions through professional presentation materials and strategic messaging.
Stakeholder Alignment
Created shared understanding across ICT professionals, local authorities, and government agencies on smart city priorities, approaches, and implementation pathways.
Strategic Impact
The E-MADINA mission demonstrates EXXING's ability to support ecosystem organizations in defining strategic vision, developing thought leadership, and strengthening institutional positioning. By combining strategic facilitation with professional content development, EXXING helped E-MADINA establish itself as Morocco's authoritative voice on smart cities.
The white papers and presentation materials developed during this mission continue to serve as reference documents for smart city initiatives across Morocco, influencing policy decisions, technology choices, and investment priorities. This case illustrates the long-term value of strategic communication and thought leadership in shaping sector development and institutional influence.
Methodology & Expertise
This mission leveraged EXXING's expertise in smart cities strategy, policy development, and institutional communication. The approach combined strategic facilitation with professional content creation.
Strategic Facilitation
Vision workshops, stakeholder alignment, strategic roadmapping
Content Development
White papers, policy briefs, presentation materials
Institutional Positioning
Stakeholder mapping, messaging strategy, relationship building
Developing a Smart Cities Strategy?
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