Marketing MeetUp #2: Basics of place branding for the Ústí nad Labem region

Creation of a marketing and communication strategy for the innovation ecosystem of the Ústí nad Labem Region in the context of a strategic approach to improving the region's reputation.

What you will learn at the workshop:

The main purpose of the workshop is to jointly open the process of preparing a marketing and communication strategy for the innovation ecosystem of the Ústí nad Labem Region. The workshop will connect practical strategy creation with the principles of contemporary place marketing and show how to systematically work with the region's reputation, its attractiveness and coordinated communication towards selected target groups.

Who is the workshop intended for:

The workshop is intended for PR teams and all marketers who participate in the attractiveness of the Ústí nad Labem Region in the areas of innovative entrepreneurship, research and development, tourism, congress tourism, culture and the quality of everyday life in the region. The workshop will be conducted as a working meeting in which the views of individual actors in the region will be connected, common communication priorities will be specified and topics, brands and stories will be named that can support a more credible and attractive image of the Ústí nad Labem Region in the long term.

Program:

The workshop is divided into two parts according to the type of stakeholders. Both workshops serve to identify common themes and goals in the following proposed areas:

• The basics of improving a place's reputation/image  

• Critical success factors for place marketing 

• DNA, identity and uniqueness of a place as the basis of the authenticity of a place 

• Creation of a marketing and communication strategy for the innovation ecosystem of the Ústí nad Labem Region 

• Mutual cooperation and coordination 

• The role and status of current brands within the competence of the region, city and their organizations 

• Identity of the Ústí nad Labem Region 

Placebranding in the public sphere (9:00 – 11:00)

• The first part is intended for representatives of PR teams from the public sector, local government and the non-profit sector

Place branding in the field of business and innovation (1:00 PM – 3:00 PM)

• the second part is intended for representatives of marketing teams from the field of innovative business, startups and academia

Speaker: Tomáš Avrat

Support for public procurement in the field of marketing and communication

As an AKA (Association of Communication Agencies) certified evaluator of public procurement for marketing and communication, Tomáš Avrat helps public contracting authorities select the best suppliers for the implementation of marketing and communication projects. His approach ensures that each contract is implemented with maximum emphasis on selecting the best supplier, whose solution will help achieve the long-term goals of the contracting authority.

Own professional training in the field of Place (Nation, City, Region, Destination, Innovation Ecosystem) Branding, Place Making

• Monitoring examples of good practice and trends through subscriptions to international online portals, webinars,
• Study of academic articles and professional literature
• Cooperation with international experts and agencies
• International Place Branding Association courses: Stakeholder Engagement, Place Identity