City on a Global Market

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City on a Global Market

• Territorial Marketing Strategies
• Mag. Ivana Jaic
• The Creative City Crossing Visions and New
  Realities in the Region

I8 14 May 2006 IUC, Dubrovnik
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Territory

• Aggregation of resources (tangible/intangible)
• System of values
• TM a set of marketing tools and strategies aimed
  at increasing the value of the territory and
  ensuring its visibility on the market
• Process of understanding the potentials and
  relationships within the territory

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Needs for TM

• Globalization
• Decentralization
• Integration btw States
• Technological Development
• New Political Dimensions
• New Cultural Dimensions

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Goals of TM

• to develop the Existing Economy
• to develop new business organizations
• to attract new resources, new consumers
• to attract and diffuse knowledge

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Principles of TM

• Social Equilibrium
• Environmental protection
• Economic Competition

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Who?
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Instruments for TM Plan

• S.W.O.T. Analysis
• Mapping of CULTURAL CAPITAL
• Brainmapping (niched marketing)
• Benchmarking (copy and paste)

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CULTURAL CAPITAL
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Case study in Strategies of Territorial
Marketing EUROPEAN CITIES AND CAPITALS OF
CULTURE
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ECOC

• For ECOC there is no simple measure of success,
  and attempts to make comparisons btw cities are
  undesirable and difficult.....There is a complex
  matrix of issues for any city of culture to deal
  with.
• From European Cities and Capitals of Culture
  Study Prepaired for the European Commission, Part
  I, PALMER/RAE ASSOCIATES, Brussels, August 2004,
  downloadable at www.palmer-rae.com/culturalcapita
  ls.htm

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Strategic Planning

• 21 ECOC Operating Expenditure
• 63 cultural programme
• 7 24 communication and
  marketing,special events, merchandising
• wages, salaries, overloads
• rennovation of facilities
• urban revitalisation (physical)
• management of capital projects
• (pp.16 19)

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Strategic Design

• 21 ECOC Infrastructural Investments
• Transformation of public spaces and lighting
• Restoration of facilities and monuments
• Construction of new buildings (concert halls,
  theatres and museums)
• 1/3 carried out work in transport infrastructure
  (airports, railway stations and car parking)
• ¼ had minor capital investments in urban
  development (housing, sanitation, hospitals)
• ¼ developed cultural districts (regenerated
  historical areas or created new cultural
  districts)
• (p.18,p.69)

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Communication of Values

• Districtual Theories and Hypernetworks
• Cognitive approach and
• System Territory
• Communication of Values Cyber marketing
• ECOC European networking

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City Branding

• Brand value (the value of active cultural
  capital)
• Aims and motivations city image, urban
  regeneration, economic recovery, international
  visibility.....
• Benefits of the Brand
• Graphic identity (logo) associated with values of
  the City
• Branded Merchandise
• Increased potential for Sponsorship
• Increase in Cultural Tourism over years
• Widening of the definition of culture.....

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Towards SEE marketsGuides, manuals and
proposals for SEE Cities
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Strategic Proposals

• What kind of cultural strategy does Dubrovnik
  need?
• AWL under the Kultura Aktiva Projekt, research
  and debate, 2006
• http//see.oneworld.net/article/view/123985/1/
• Debate in Split Independent Culture and Youth
  Centre
• Coalition of Youth association (KUM) under the
  Kultura Aktiva Projekt, 2006
• http//see.oneworld.net/article/view/124369/1/
• Cultural Strategy for the City of Rijeka
• NGO Drugo more with Rijeka City Council, five
  public debate sessions and a book published
  Contributions to Cultural Strategy of Rijeka,
  2004
• http//www.policiesforculture.org/project
• Participative policy making Cultural Strategy
  of the City of Zagreb
• Druga strana Center for a Culture of Dialogue,
  lectures, debates, workshops in strategic
  planning, Strategy for Cultural Centres in
  Zagreb 2003
• http//www.policiesforculture.org/project

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Criteria for implementation

• Marketability?
• Financing?
• Authenticity?
• vs. professional expertise
• vs. territory

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Towards SEE Markets

• Not for profit level Networks for SEE
• Natl Pre-accession Strategies ROPs (Regional
  Operative Programmes)
• EU Community Initiative Programme for
  transnational cooperation European Neighbourhood
  Programmme
• INTERREG III B CADSES (2000 2006) program for
  spatial development www.cadses.net

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City on the SEE Market needs....

• Constant Fundraising (Compensation of Value)
• Identifiying and building of sectoral
  relationships on the territory
• Building of intersectoral bodies for
  transnational (EU) cooperation
• Dimension of time does it qualify on the
  market?

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Patras Report

• Patras, as a relatively small city in terms of
  population, currently lacks certain key
  facilities and spaces to host significant and
  large scale cultural programmes, although the
  city has plans for major infrastructure projects.
  The Panel were impressed with these plans, which
  the city claims will be completed by 2006.
  (p.8)
• From Report on Greek Nomination for the European
  Capital of Culture 2006, Issued by The Selection
  Panel for the European Capital of Culture 2006,
  Brussels and Patras 2002, downloadable at
  http//europa.eu.int/comm/culture/eac/other_action
  s/cap_europ/pdf_word/patras_final_report.pdf

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References

• Becattini, Giacomo, The Marshallian industrial
  district as a socio economic notion' in F.
  Pyke, G. Becattini and W. Sengenberger eds.
  Industrial Districts and Inter firm
  Co-operation in Italy, International Institute
  for Labour Studies, Geneva, 1990. pp. 37 - 52
• Porter, E. Michael, 'Clusters and the new
  economics of competition', Harvard Bussiness
  Review, November December, 1998. pp. 77-90
• Organizing for Change in Phillip Kotler,
  Donald H. Haider and Irving Rein Marketing
  Places, Simon and Schuster, April 1993, pp.311
  346 (Ch. 12)
• Minoja, Mario, Bocconi University, Milano and
  Borroi, Mario, University of Trento, 'Knowledge
  protection mechanisms in Industrial District'
  (paper) pp. 1 10
• Miccoli, Giusi 'Reti imprenditoriali e creazione
  di conoscenza' (paper) pp. 1-6 at NEXT on
  line, Strumenti per linnovazione, Archivio No.6
• Premazzi, Katia, 'Il cyber marketing
  territoriale' in Valdani e Ascarani edsSrategie
  di Marketing del Territorio, pp.323 376

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Tables

• Slide 8 Table for mapping of cultural capital,
  creator Pier Luigi Sacco, Dept. of Cultural
  Economy, Universita' IUAV, Venice, Italy, EU,
• reproduced graphically with variables
• QCA Quality of Cultural Activity
• QLG Quality of Local Governance
• QKP Quality of Knowledge Production
• ELC Education of Local Community
• PLC Participation of Local Community
• MSC Management of Social Criticalities
• EDE - Entrepreneurial Development
• DLT Development of Local Talent
• AOT Attraction of Talent
• AEF Attraction of External Firms

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Visuals

• Slide 15 Case studies in Branding
• ECOC Logo for Genoa, 2004
• ECOC Logo for Lille, 2004
• Dubrovnik Summer Festival, poster design Orsat
  Frankovic