Download Trnava – Public Participation

TwinCity Marketing – Initial Notions
Positioning of Vienna and Bratislava
Potentials and Visions of City Marketing and
Cooperation
2nd Workshop, Bratislava, 6th-7th April 2006
Mag. Matej Jaššo, PhD.
City Marketing
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One of the key topics of social and economic discourse of the 90ties
(influeced by German re-unification, process of globalisation, EU
enlargement)
Struggling for competetive advantages of the particular town or city
has been getting more and more significant in the development
strategy and policy of each municipality
Marketing is nowadays perceived as a strategic and long-term
concept of managing the product’s communication – city or
region itself.
This product is developed by the inhabitants of the city, local
authorities, local companies, universities, local institutes for various
groups of target auditorium – investors, visitors, local residents.
Many of those groups are both the producers and the consumers (e.g.
inhabitants of the City).
City marketing is a part of „marketing broadening“ process
City Marketing
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…requires a precise work in product formation, its
improvement and effective transmission to the
receiver or the target audience
A direct participation of the inhabitants on this
process is very important. The inhabitants are key
players in this process – they are both co-creators of
the product and also the key target group in the
process of its acceptation and evaluation.
One of the most important conditions of the
efficiency of the entire City marketing output is the
authenticity of the message.
City Marketing
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The city/region itself is being perceived and considered as
unique „company“ or system, with various segments of target
groups (visitors, investors, inhabitants), but also with its own
„staff“ or stakeholders (citizens, companies, culture bodies,
universities, communities).
The city strives to maintain its brand, to achieve ambitious
goals, to secure new developmental impulses and perspectives.
The competitivness of such milieu is nowadays in many cases as
high as that in commercial branch structures. Each city/region
should develop its marketing strategy - its value profile, certain
typical set of principles and beliefs, transformed into the
behavioural preferences and communication patterns.
One of the most appreciated benefits is loyalty toward the
city/region - stable, long-term and deeply profiled set of the
attitudes of the public and other partners.
City Marketing
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General idea of the City Marketing concept is to
create and open a profile of a city as an “attractive,
unique and competitive product”.
The specific situation of a City as a product enables
to emphasise clearly some of its core features (e.g.
uniqueness, openess, friendliness, hospitality), which
make development of the emotional values and
loyalty towards the “Brand of the City” easier (Brand
Loyalty).
City Marketing
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Unstable and diffuse exterior environment requires
flexibility, innovative approach and anticipation in the
process of managing the “Brand” of the City
(Brand Management).
Some of those concepts have affected the attention
of the broad public. Marburg (Study Marburg), Kiel
(Take Direction Kiel) or Regensburg (Regensburg,
the Peak of the Danube).
However, City marketing should be perceived as a
process, which is open and transparent in each
of its phases, avoiding the final and definitive
completion, although requiring clear target
orientation.
City Marketing
Target groups (specific traits):
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Uncertainity and difusse nature of target groups
Contradiction in aims of the particular groups
Permanent affection of the product
High persistence of the product hinder sudden and
vigorous changes in its shape
Specific competition on the market (indirect
competition)
TwinCity Marketing Concept
Main dimensions:
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Economy
Environmental issues
Culture
Social issues
Research and development
Infrastructure
TwinCity Marketing Concept
Problem areas:
Definition: fields of our research
Examples: labour market, education, migration,
housing....
Product:
Definition: In general TwinCity itself, in particular its
facettes
Examples: qualified workforce, specific regional health
care system, green public transport...
TwinCity Marketing Concept
Activities:
Definition: background procedures and measures aimed
to create and shape product.
Examples: establishing framework for daily mobility,
transfer of know-how in terms of social networking
etc.
Target groups:
Definition: group of stakeholders sharing a common
interest
Examples: employers, inhabitants, visitors, investors...
TwinCity Marketing Concept
Implementation:
Definition: Establishing an institutional and formal framework for
transmitting the product toward target groups
Example: Establishing „TwinCity Council“ with the representatives
of employers from both cities...
USP:
Definition: Position of the TwinCity on the regional market
Examples: TwinCity is a metropolitan region with highly „userfriendly“ services.
TwinCity is a knowledge based metropolitan region.
TwinCity is a green city/region, etc…
TwinCity Marketing Concept
Claim (competition slogan) and visual style:
Definition: USP in 1 sentence/picture.
Examples: Together we grow. (CENTROPE)
Never as good before as in the TwinCity...
Shared responsibility.
Communication tools:
Definition: deliberate, aimed and flexible utilisation of
the most effective channels and tools.
Examples: advertising campaign in newspapers,
TwinCity Events, bilboards, www campaign, direct
marketing....
TwinCity Marketing Concept
TwinCity Marketing Concept
Problem issues:
Definition: fields of our research focus
Examples: labour market, education, migration,
housing....
Product:
Definition: In general TwinCity itself, in particular its
facettes
Examples: qualiofied workforce, specific regional health
care system
Activities:
TwinCity Marketing Concept
Problem issues:
Definition: fields of our research focus
Examples: labour market, education, migration,
housing....
Product:
Definition: In general TwinCity itself, in particular its
facettes
Examples: qualiofied workforce, specific regional health
care system
Activities: