Background

In recent years, a main priority of local government s activities has been attracting more investments. The main steps are organizing and carrying out a marketing campaign, and producing promotional materials about the potential of the country and the municipality, their advantages and economic opportunities. Silistra Municipality started the development of an overall concept for marketing processes, utilizing the experience of several US companies and research materials for the business environment in the region.

Practice

The first stage began in March 2001. It included defining of the marketing profile of Silistra, the objectives of the marketing materials, the specifics of readers in Bulgaria and abroad. The ways of collecting feedback were also discussed.

The second stage envisioned elaboration and conducting of a research for defining the business climate in the city. Opinions and recommendations of representatives of 40 small and medium enterprises were analyzed and used as a basis of the marketing profile of Silistra.

The marketing profile was defined, based on the following features:
- specifics of the region, evaluated by local businesses free sites and industrial zones, strength of industries and agriculture, transport infrastructure, communications, work force and public utilities and business climate within the municipality;
- mission of the municipality, presented in the main message, which it is trying to suggest through its marketing efforts;
- target group geographic location, market analysis, delivery contacts, specific resources of the region.

The next stage was to elaborate the marketing plan and to focus on suitable tools to be used: marketing brochures, Internet site, public relations, advertisement, direct mail, etc. The marketing brochure of Silistra was designed for easy update and consists of main text and enclosures. Its concept relies on the visual impact of design and photographs, the text messages and good promotion of the free sites on sale.

The first part of the text focuses on the advantages of the strategic proximity of Silistra to the borders of Romania, free municipal sites near the port area, skilled workers and the supportive role of local administration. Enclosures present quality of life within the municipality and technical details of the sites offered. Production of the brochure was funded by Transit Program of World Learning.

The main messages in the brochure, the selection of photographs and the design were discussed during the Silistra team visit to Kettering in May 2001. Most valuable was the advice and professional consulting of the US design companies NOVA and Chizano.

The project planned to discuss widely the text of the brochure. The task was accomplished by involving 7 volunteers from the Peace Corps, local journalists, businessmen and municipal councilors for the editing process.

All materials provided a sound promotion for Silistra and the advantages of the region, especially the key location of the city. One main topic in the brochure is agriculture. Successful business plans of local and external investors are another advantage. The text features the shared experience of Y. Stoimenov, the man who recovered and renewed output at Kamashit Keramik , one of the typical businesses for Silistra. Innovative approaches of the municipal managing team is another accent in the materials.

Qualified work force is a great advantage of the city of Silistra. Additional enclosures with details and specifics of free municipal sites equipped with good communications are available.

The team of Silistra Economics Directorate organized and conducted the investment forum Silistra the city of your business (11 September 2001), supported by Kettering partners. The main goal of the forum was to present the economic potential of Silistra and the marketing brochure. The forum participants received a copy of the brochure and they could fill out the feedback information form. The Technical Twinning Program team prepared a mailing list of organizations and companies.

Results

The forum provided a good opportunity of uniting team players from Silistra Municipality and Kettering, the Silistra Agency for Economic Development and Investments; Peace Corps volunteers; town councilors; businessmen; and an Open Society Fund consultant. External partners improved technically the whole package of materials and helped achieve its persuading style.

The constant exchange of ideas improved marketing skills and experience of the experts from the Economics Directorate. Another achievement is elaboration and successful implementation of the business concept in preparing the promotional materials, which is quite a new method for local administration. Increased understanding and effective business contacts within the city are also a significant success for local administration. However, successful investments in the region would be the most important result.