1. BaltMet Inno FINDINGS OF EXISTING MARKETING STRATEGIES Inga Vilka Municipal Consultancy Centre Riga, Latvia Helsinki, 6 June, 2006

2. BaltMet Inno STUDIES BEFORE FIELD VISITS Analysis of theoretical materials – marketing and city marketing Analysis of conference materials Analysis of different local strategies City marketing in Latvia

3. BaltMet Inno QUESTIONS PREPARED FOR FIELD VISITS I City marketing definition (understanding, perception) used in the municipality. Examples (best practice) of city marketing activities. City branding activities. Organizational (institutional) structure of the city marketing implementation. Cooperation between municipality, state, non- governmental and private sectors. The role of the city politicians. Special local marketing policy planning documents – like city marketing strategy (conception etc.). Their structure. How they are related with other city planning documents (their hierarchy and connection).

4. BaltMet Inno QUESTIONS PREPARED FOR FIELD VISITS II Main problems connected with formation of city marketing strategy. Implementation of the marketing policy, the monitoring and evaluation system. How are the results measured? Activities directed to the improvement of city attractiveness towards citizens, companies and visitors. Special attention to innovative companies. What were the major difficulties encountered in setting up your organization? Role of the private sector in the process.

5. BaltMet Inno FIELD VISITS February-April 2006 Copenhagen –City Council, –Copenhagen Capacity, –Wonderful Copenhagen Stockholm –City Council –Stockholm Business Region Oslo –City Council –Oslo Teknopol –VisitOslo –Oslo Airport region –Akershus Region Council

6. BaltMet Inno MOTIVATION OF ELABORATION OF THE STRATEGY Situation change for the worse Trends in global scale

7. BaltMet Inno STRUCTURING OF ACTION BY USER GROUPS Residents Business Visitors

8. BaltMet Inno RESIDENTS Fulfillment of local government functions Information activities

9. BaltMet Inno BUSINESS Separate from administration institution Clusters Innovations Collaboration with region and other places Researches One stop shop Information provision Meetings Business incubators, technological centers

10. BaltMet Inno VISITORS Separate from administration institution Collaboration with region and other places Collaboration with private companies Traditional marketing

11. BaltMet Inno STRATEGY DOCUMENTS Umbrella document Politically supported development goals Professionally elaborated operational plans Continuity of plans Monitoring and evaluation of implementation

12. BaltMet Inno BRANDING City brand as part of marketing activities High importance of the content

13. BaltMet Inno INVOLVMENT City politicians City administration and institutions Neighbour municipalities State institutions NGO’s Private sector Universities and research centres

14. BaltMet Inno LESSONS FROM FIELD VISITS Future development without the targeted marketing strategy is threatened At the same time it should be noted, that in many metropolises the elaboration and implementation of marketing strategy has begun very recently Base for the city marketing strategy framework