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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 – )

Jelgava as seen by citizens of Latvia Which culture activity you associate Jelgava with?

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 industry Advantages: 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 life Traditional 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 - Municipal publication “Jelgava City Council News” ( in Latvian and Russian) 18 thousand copies. - Local mass media (Regional news, Zemgales Zinas, Novaja Gazeta, 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 PositiveNegativeNeutralTotal Year Year

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