Image of the city & marketing

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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?