C a s e S t u d y
Development of a marketing profile for Blagoevgrad
Summary
The
The top priority identified by the work group on economic development was the creation of a favorable environment for foreign business recruitment. To achieve this goal, it was necessary to develop a promotional tool for the municipality, a document that would provide targeted, structured information. This document had to present the strengths of the municipality in such a way as to meet potential investors' needs. This is how we decided to develop a marketing profile for Blagoevgrad.
Problem Statement
Business recruitment is a major tool of any good municipal government. Working with our Auburn counterparts, we found out that they had rich experience in using this tool as part of a comprehensive economic development plan. In comparing Auburn's tools with ours, we discovered several problems with our business recruitment information:
¨ Lack of enough specific information that would be of interest to potential investors.
¨ The information available was inappropriate, wasn't structured, and was targeted at tourists instead of businesses.
¨ Lack of technical capability to produce timely updates of dynamic economic data
¨ The information was presented in an expensive format, the traditional printed brochure.
Considering the above, we decided to develop an electronic marketing profile that would provide information targeted at potential foreign investors and would focus on the strengths and the advantages of Blagoevgrad.
Project Description
The process we used to develop the marketing profile was easy and did not require many material, financial, and human resources. The first, and most important, stage was the development of a concept for the marketing profile. Our Auburn partners both provided their own marketing profile and presented the practices used by other American cities. By studying these practices, we arrived at the idea that the marketing profile should be investor oriented.
The second stage covered the development of a layout for the marketing profile. This in volved information selection and placement. At this stage, we worked together with Auburn's economic planning expert, Mr. Ed Gardner. In three weeks we went through all available information about Blagoevgrad, including the existing presentations and promotional brochures. We identified the information that would be of interest to foreign users, what is missing, and what needs to be amended or revised. Then we developed a draft layout of the marketing profile document. A work group of municipal employees was established and discussed the draft layout. The work group was comprised of Blagoevgrad municipal staff from all major areas incorporated in the marketing profile, as well as information technology experts. After a series of discussions, the work group adopted the layout.
The third stage involved the collection of information, in which the experts collected and processed information pertaining to their area of responsibility.
In the fourth stage, we edited the information to make the wording of the whole document consistent. A concise yet succinct style is critical in such a document. The marketing profile is targeting people who value their time and are looking for specific information; therefore, stating as much as possible in the shortest form possible is of key importance.
The further development of the marketing profile involves the selection of appropriate graphic design, linking the profile to the municipal Web site, and periodically updating the information.
Implementation Timeline
The project was initiated in May 2000, with the active involvement of our Auburn counter parts. Its implementation took place in two periods.
We accomplished the following tasks during the first period (October 2000-February 2001):
n A study of Auburn's experience in the development of municipal marketing profiles.
n Adoption of a layout for Blagoevgrad's marketing profile.
n Development of Blagoevgrad's marketing profile.
n Translation of the profile into English.
n Upload of the profile onto the municipal Web site.
The project was further expanded during the second period (March 2001-May 2002):
n Publication of a marketing profile kit comprised of the basic, unchanging data and a capability to add appendices.
n Inclusion of an electronic catalog of businesses in the marketing profile.
n Development of electronic graphic design for a marketing profile.
n Restructuring of Blagoevgrad's Web site to provide a link to the marketing profile and the capability to allow municipal employees to update the information.
Solutions Overview and Specific Results
Blagoevgrad's marketing profile is an electronic document that provides needed information to potential foreign investors by focusing on the strengths and opportunities offered by the municipality. Unlike the existing, commonly used promotional brochures and materials, Blagoevgrad's marketing profile features the following innovations:
First, the content is oriented to foreign investors. The information is most detailed with regard to the economic data: workforce; workforce skills; taxes and fees; environmental protection requirements, etc. The information on infrastructure (transport, telecommunications, water, and energy) includes only the most needed data, such as existing services, how to subscribe or use the service, and useful contacts. The general and quality of life information is comple mentary and presents recreation opportunities. Links and references are provided for those seeking more detailed information on culture, art, and history.
Also, Blagoevgrad's marketing profile is the first one developed in an electronic format. Com pared to the traditional brochures, it has the following advantages:
¨ It is immediately accessible by any user at any time, regardless of the user's location.
¨ It is available to a literally unlimited number of users.
¨ It provides an opportunity for periodic updates (the economic data in traditional bro chures, if any, become outdated faster than the time needed to disseminate all printed copies).
¨ It is capable of providing, by means of links and references, much more information than a traditional brochure.
¨ It entails minimal costs for Web site development and updates compared to expensive printed brochures.
Benefits
The municipal marketing profile is a major tool in the overall municipal policy of encouraging local economic development. In this context, the increased capacity of the municipality to recruit foreign businesses is also a benefit. Increased capacity is difficult to measure. How ever, the fact that almost all Bulgarian municipalities have indicated their interest in this tool is proof of its great effect. The project has already been replicated in a trilateral cooperation among
Private investors who were preparing to bid on municipal projects also used the marketing profile.
Conclusion
The project allowed Blagoevgrad and other Bulgarian municipalities to study and successfully implement an effective, and at the same time inexpensive, business recruitment practice. We believe that the project is one of the successful steps made toward establishing a favorable business environment in the municipality.
