image of the city & marketing your logo here. content of the presentation city development...
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Image of the city & marketing
Your Logo Here
Content of the presentation
City Development vision and priorities Image of the city → yesterday, today,
tomorrow Aims and tasks for the strategy of public
relations and marketing Practice
City Development vision & priorities
Vision:Inhabitants live in safe and modern European city with high living standards. The city is recognised as a centre of education, science and culture, with developed industry.
Priorities:→ Entrepreneurship→ Education, science, culture→ City environment
Jelgava → yesterday 1994 – 2001
Dominating attitude in mass media and among inhabitants Capital of the students Sleeping-car Decay of industry Expensive public services Unarranged infrastructure
“Jelgava is lost in its gloomy past” – newspaper “Diena” February 19, 2000
Jelgava today
Still the capital of the students Well-developed entrepreneurship and industry Regional centre of education, science and culture Active integration process takes place Infrastructure of the city is being developed
“One of the merits of Jelgava is the Latvia University of Agriculture. It has scientific potential, highly qualified workforce, possibility to create link scientist-entrepreneur, thus in future it is possible to head towards products with high value added.” - magazine “Kapitāls” July, 2006
Jelgava as seen by citizens of Latvia
What do you associate Jelgava with?(Snapshots OMD poll 05.02.2007. – 11.02.2007.)
19% 16%8% 7%
26%32%
10%
0%10%
20%30%40%50%
60%70%80%
90%100%
developedindustry
attractive cityfor toursism
tidyenvironment
capital of thestudents
interestingprojects inculture and
arts
moderneducation
system
possibilites forsports and
leisureactivities
All
Jelgava as seen by citizens of Latvia
Which culture activity you associate Jelgava with?
4%
48%
0%
21%
0%
18%8%
0%10%
20%30%
40%50%
60%70%
80%90%
100%
with Festivalof Milk, bread
and honey
with Festivalof Ice
Sculptures
with Graffittifestival
With Students'Days
with traditionsof fireworks
on November18
none of thementioned
other
All
Jelgava → tomorrow
Education (University, Adults’ Education centre, “Junda”, etc);
Industry (metalworking, food production, woodworking);
Inhabitants (modern living environment, culture life, leisure activities)
Strategy of public relations & marketing
Main trends of activities for public relations: Educate community about performance of municipality
(state-municipality functions) Promote public opinion about Jelgava city and municipality
on local, national and international level Promote local patriotism and civic activity
Strategy of public relations & marketing
Main trends of activities for city marketing: Position the city as a city with enabling environment for entrepreneurship
and industryAdvantages: geographic location, University, industrial traditions Important centre of culture and history, capital of Courland Duchy Position Jelgava as a city with attractive living environment
(infrastructure, homes, green areas, services, leisure activities) Developed cultural lifeTraditional festivals (Festival of Ice sculptures, City festival, Festival of Bread,
milk and honey)Regular performances on tour of biggest Latvian professional theatres.Artistic concerts of high quality
Practice
PR & marketing tools: Press releases Articles discussing challenges Press conferences exhibitions (exhibition of paintings of G. Eliass in Berlin, November 2005,
regional exhibition in Kipsala, April 2006) Support to NGOs (tenders of projects for NGOs) Preparation of representative materials Cooperation with embassies and chambers of commerce Cooperation with Latvia Investments and development agency Twinning towns (11)
Representative materials
Exhibition “Regional development”
Information channels
- portal www.jelgava.lv- Municipal publication “Jelgava City Council News” ( in Latvian and
Russian) 18 thousand copies.- Local mass media (Regional news, Zemgales Zinas, Novaja Gazeta,
www.jelgavniekiem.lv)- National news agencies (LETA, BNS)- National mass media (press, radio, TV, portals)
Monitoring Sociologic researches and polls (2 – 4 times a year) Monitoring of printed press
Publications
0
200
400
600
800
1000
1200
1400
1600
1800
positive negative neutral total
2005
2006
Positive Negative Neutral Total
Year2005
824 432 289 1545
Year2006
987 454 325 1766
Thank you for your attention!Any questions?