Stopp 1

STOPP Seminar

October, 16

Irina Shafranskaya

Higher School of Economics

20 years-old university

is one of the leading education centers in Russia and research centers in Eastern Europe

is ranked 500 – 550 according to QS World University Rankings (398 in Social Science and Management

the leading university of Russia, which is spread through the country

Number of Students

Higher School of Economics , Moscow, 2012

National Research University Higher School of Economics, Russia

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HSE – Perm Campus

4 faculties: Economics, Management, Business-Informatics, Humanities.

4 master programs: State and Public Administration, Marketing, Project Management, Finance.

Double – diploma program with University of Essex (UK)



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My Research Interests

Current Russian place marketing practices through the lenses of European theoretical background;

Quantitative and qualitative methods of analysis in place marketing and branding;

Practical recommendations on implementation of place marketing and branding initiatives.



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Purpose Statement for the Seminar

Paper Draft

“Estimating the place marketing event impact:

some empirical evidences in constraint conditions”

POSITIVE FUTURE

NEGATIVE PAST

Improving city image through contemporary

culture



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Roots – Constraints – Methods

Since 2008 we live under the city branding program, which is unpredictable in its outcomes and highly unpopular among the elder part of population

‘Barcelona – scenario’ branding campaign

Central event – summer festival White Nights 3 weeks long


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Roots Cultural services consumption by residents – 2009

Theatre Concert Museum0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

NeverMore than 2 years ago1 - 2 years agoDuring this year



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Roots – Constraints – Approach

WHITE NIGHTS FESTIVAL

Benchmarks: Edinburgh Fringe Festival,

ECoC - festivals

Problem: estimation of the impact



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Roots – Constraints – Methods

‘impact’ and ‘festival’ annual publications


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Constraints Input – Output Model

CONSTRAINT

CONSTRAINT

CONSTRAINT

CONSTRAINT

ConstraintsBenchmark Indicators


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Approach 3-dimensional model

Marketing Impact: number of tourists

and residents, their attitudes etc.

Social Impact: leisure behavior of

visitors.

Economic Impact: visitors

expenditures.


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Results 2011 & 2012 Marketing Impact

Structure of Audience 2011

Residents; 89

Tourists; 11

Residents; 86

Tourists; 14

Structure of Audience 2012


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Results 2011 & 2012 Marketing Impact: number of visitors

2011 2012 -

20 000

40 000

60 000

80 000

100 000

120 000

140 000

160 000

180 000

16 000 25 000

130 000

147 000

ResidentsTourists


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Results 2011 & 2012 Marketing Impact: attitudes

Strongly positive

Positive Neurtal Negative Strongly negative

0

10

20

30

40

50

60

70

80

90

77

136

2 2

76

17

4 2 1

2011 2012

7,6

8,5


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Results 2011 & 2012 Social Impact: average age

18 - 21 22 - 35 36 - 49 50 - 65 65+0

5

10

15

20

25

30

35

40

45

50

40

31

17

75

22

44

22

10

2

2011 2012


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Results 2011 & 2012 Social Impact: number of events visited

2,5

3,2

TOURISTS

RESIDENTS

2011 2012

2,7

6,7


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Results 2011 & 2012 Social Impact: residents behavior

2012

60% aware

40% properly name

20% - visited

3% - bought smth

2011

97% aware

68% properly name

40% - visited

28% - bought smth


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Results 2011 & 2012 Economic Impact: total expenditures, mln. kr.

2011 20120

10

20

30

40

50

60

70

80

90

100

25.1

81.4

13.6

10.6

Tourists Residents


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Results 2011 & 2012 Economic Impact: expenditures per 1 visit, kr.

306

66

TOURISTS

RESIDENTS

2011 2012

150

84

What kind of paper could it be?

What should be added / cut at the next research step?

Documents

Stopp 1