Building and promoting the image of territorial units

When considering the concept of brand creation and image building in a territorial context, it is essential to remember the individual characteristics of each place. Every city, every building has its own unique history. This uniqueness forms the foundation for creating a brand for a specific location. The focal points promoted during the brand creation of a locality are rooted in history, cultural and geographical conditions, as well as heraldry – the history of flags and coats of arms of the given place – which has a strong influence on the colour scheme of the current city crest. Each place has its own unique history, and therefore, each one must be approached individually and promoted in its own way.
The next stage in creating the image of a place is to develop a strategy and determine the resources for the campaign. The basis for creating any strategy is an analysis of the current state of affairs. In the case of territorial marketing, this involves considering whether the locality intended for promotion has a "product" in the form of a well-known site or a characteristic location on which a campaign can be built. It is not uncommon to encounter places where, at first glance, there appear to be no significant attractions that would provide a basis for creating a marketing campaign. This is merely an illusion – in such situations, one should delve into the history of the place or pay close attention to the colour scheme derived from the locality’s coat of arms, or find references in cultural conditions or unique geographical locations. Often, a treasure trove of knowledge resides within the elderly residents, who possess a rich and extensive understanding of their hometowns. Other sources for information might include chronicles kept in local churches or libraries. Another source of inspiration for territorial marketing activities can be the folklore and legends associated with the selected place.
Planning a marketing campaign and analysing the current state of marketing activities → Public consultations → Creating a plan and schedule of actions → Implementing the plan → Verifying campaign actions
Analysis of the current state (available resources and products) – at this stage, the available resources are identified and the current strategy is diagnosed. This involves analysing and assessing existing solutions. It is crucial to pinpoint the strengths and weaknesses that need improvement. Frequently, the region already has certain promotional programs in place. Therefore, it is worthwhile to get to know them thoroughly, analyse them, and evaluate them to fully utilise the available potential. Strengths may include, among others, tourist attractions, a well-developed information system within the city, efficient infrastructure, cultural events, and many others. A reasonable approach when creating this analysis is to refer to the colours of the locality’s coat of arms or to cultural elements.
Public consultations - can be based on the principle of conducting social dialogue. It is valuable to learn the opinions of city stakeholders regarding their perspectives on promoting the city. Their awareness of the strengths and weaknesses of the functioning system can provide valuable information and help generate initiatives for the future. Conducting a dialogue in the form of consultations can lead to the development of joint solutions that will be significantly more effective and provide creative and innovative strategies for action in regional marketing.
Creating a plan and schedule – this stage allows for the presentation of the plan and schedule for the intended marketing activities. At this stage, a competition is announced based on a tender for the execution and implementation of a campaign promoting the locality. The elements and strengths on which the entire campaign is built are identified. This stage also requires setting goals for the campaign's actions and targeting them to the appropriate audience – through the correct communication channels and in suitably chosen geographical areas.
Implementing the plan – at this stage, the plan is put into action. The campaign is in the process of implementation. Funds for marketing activities are released – a main campaign is conducted along with a series of additional activities – for example, the production and distribution of additional materials (flyers, pens, t-shirts, as well as the distribution of informational posters, participation in exhibitions and fairs, as well as any other forms of advertising and promotion).
Verifying the plan – after the campaign is conducted, its effects are evaluated. Through survey research, it is possible to determine the effectiveness of the territorial marketing campaign for the given place – remembering the main theme of the campaign, peripheral elements, and checking the awareness created regarding the place.
Planning and implementing improvements – after the verification process, strengths of the campaign and elements requiring improvement are highlighted. A thorough analysis can take place after an appropriate passage of time. Then, a proper verification and the introduction of corrections and remedial actions are conducted. The next task is to assess the achieved objectives, so that after an appropriate waiting period, the entire cycle can start anew.