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Innovation and Knowledge in City Marketing

BaltMet Inno Final Conference “Baltic Sea Region – Archipelago of Innovation?”. Innovation and Knowledge in City Marketing. Inga Nemše Head of Riga City Marketing Division, Riga City Council 06.11.2007. The aim – to coordinate the marketing activities of the Riga City Council

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Innovation and Knowledge in City Marketing

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  1. BaltMet Inno Final Conference “Baltic Sea Region – Archipelago of Innovation?” Innovation and Knowledge in City Marketing Inga Nemše Head of Riga City Marketing Division, Riga City Council 06.11.2007

  2. The aim – to coordinate the marketing activities of the Riga City Council Challenge - city marketing initiative didn’t come from politicians BaltMet Inno WP2 – a push towards benchmarking and strategic activities Riga City Marketing Division from 2004

  3. Establishing of the local MarketingCouncil in Riga (municipality, state and private sector) • Field visits of Riga Marketing Council to Copenhagen, Stockholm, Oslo and Helsinki BaltMet Inno WP2: Marketing Strategies and Community Building

  4. Research and reports on city marketing theory, practical suggestions and evaluation of the existing situation in Riga • Report on Existing Marketing Strategies in the BSR Metropolises • Proposals for City Marketing Strategy Creation and Framework BaltMet Inno WP2: Marketing Strategies and Community Building

  5. Piloting the City Marketing Strategy Framework in Tallinn • Developing Riga City Marketing Strategy for Business Sector BaltMet Inno WP2: Marketing Strategies and Community Building

  6. International events: Transnational workshop on marketing strategy framework in Baltic Metropolises – Helsinki, 06.06.06 International Conference “Place Marketing in Metropolitan Regions” – Riga, 04.- 05.04.07 International seminar “Metropolitan Marketing in the Baltic Sea Region – Current Outlook, Best Practices, Future Visions” BaltMet Inno WP2: Marketing Strategies and Community Building

  7. RIGA CITY LONG-TERM DEVELOPMENT STRATEGY UNTIL 2025 RIGA CITY DEVELOPMENT PROGRAM / SPATIAL PLANNING Riga City Marketing Strategy Innovation Program Program for Branch C Program for Branch A ...

  8. One part of the integrated Riga City Marketing Strategy • Sets 5 directions: • 1. Ensuring positive business environment in the city • 2. Fostering motivation to start business • 3. Increasing the share of businesses that create high added value • 4. Using the possibilities provided by East-West link • 5. Creating and ensuring a unified positive image of the City • Supporting and fostering innovation and creative industries Riga City Marketing Strategy for Business Sector

  9. Proactive marketing and branding, “uniqueness paradox” competition btw. cities • Attuning marketing – building on existing marketing activities and organizations • The “Baltic Archipelago of Innovation” brand as umbrella Marketing in the BSR

  10. Metropolitan city regions - the most powerful brand elements in emerging cohesive region • Creating a regional identity from S&T, I&E perspective • Creating opportunities to identify with the BSR • Internal and external communication Marketing in the BSR

  11. The main policy focus areas of the Network: • Innovation promotion • Regional identity building and marketing • Infrastructure and sustainable development • Integration and capitalisation of urban expertise Baltic Metropoles Network Action Plan 2008 - 2010

  12. Supporting the events building the identity of the BSR locally and internationally • Promoting city cooperation in the area of marketing • BSR promotion from a metropolitan perspective - project “BaltMet Promo” 2009 - 2013 Regional identity building and marketing

  13. Thank you! inga.nemse@riga.lv

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