Background

Developing a marketing profile/strategy of Ruse Municipality is a key issue, quite interesting for the municipal top management. The experience of Blagoevgrad Municipality was surveyed and FLGR s suggestion that Rousse be one of the first municipalities funded for their marketing campaign within the Danube River Initiative Program implemented by FLGR and USAID was accepted with great enthusiasm.

Practice

At the end of February 2001 Rousse Municipality representatives along with their colleagues from Montana took part in a workshop entitled Development of marketing strategy , organized by FLGR. The lecturer was Bryan McGowan, Manager of Economic Development and Investment Policy Division in Ontario, Los Angeles, USA. On the following meetings in Rousse, the American consultant tried to clarify the traditions and opportunities for the development of Rousse Municipality. The dialogue with the businesses throughout the region gave an idea about the advantages and disadvantages for foreign investors.

The attractive features of Rousse Municipality were outlined:
- easy access to markets
- available duty-free marketplace
- well developed infrastructure
- free, and qualified work force
- supportive local administration
- strong educational system
- excellent work and recreation environment.

At the same time some disadvantages came up: blocked shipping, inefficient airport, and the lack of tax regulations as an important incentive for every investment act.

The next stage in the development of the marketing profile was to define priorities for municipal development and for the region as well. After many consultations with big companies in the region and estimation of infrastructure opportunities the following priorities were set: development of a duty-free zone, heavy industry and Rousse becoming a transport centre.

The working group in Ruse Municipality collected, administered and analysed a great amount of information and also carries out many meetings and seminars. The marketing profile developed keeps tracks for municipal potentials as well as financial resources, big companies in town, standards regarding medical services, sports and recreation facilities, culture, etc. All promotional materials were elaborated with the qualified support and consulting services of the Danube River Initiative Program.

Results

The final promotional package includes a colorful advertisement catalogue, a brochure, 6 booklets, a CD-ROM and a promotional file-case. The package was advertised on air in some of the leading European media companies several months ago.

The next step is updating the web site of the municipality with new economic information, recently collected for the marketing profile. The team would contact a number of big European and US companies. The promotional package will be used for presentation of Bulgaria and its potential; also it will demonstrate its marketing logo, and show the fact that Rousse is the bridge for three continents.