Paulo Moreira

citymarketing

UBIMaio 2010

=globalização

competição=

city marketing

city marketing plan

Porquê?

Com quê?

Para quem?

city marketing

Porquê?

Captação de recursos?Motivação/mobilização Interna?…Design criativo?

city marketing

Para quem?P. Externos?Turistas, Investidores, Talentos,Gov. Central, outras instituições (FPF)…

P. Internos?Residentes, comerciantes, inst. locais …

city marketing

Com quê?

Produtos?Posicionamento?

City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City CityCityCity City City City City City City City City City City City City City City City City City City City City City CityCity City City City City City City City City City City City City City City City City City City City City City City CityCity City City City City City City City City City City City City City City City City City City City City City City CityCity City City City City City City City City City City City City City City City City City City City City City City CityCity City CityCity City CityCity City CityCity City CityCity City CityCity City CityCity City CityCity City CityCity City CityCity City CityCity City CityCity City CityCity City CityCity City CityCity City CityCity City CityCity City CityCity City CityCity City CityCity City City

=cidade

marca

PARIS NEWYORK

amsterdam

LONDONTOKYO

We'll always have Paris

PARIS logo?PARIS slogan?

?

NY?amsterdam?

City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City

City City City City City City City City City City City City City city brand City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City CityCityCity City City City City City City City City City City City City City City City City City City City City City CityCity City City City City City City City City City City City City City City City City City City City City City City CityCity City City City City City City City City City City City City City City City City City City City City City City CityCity City City City City City City City City City City City City City City City City City City City City City City CityCity

city brand

city brand

o que é a marca?Um logótipo?

Um slogan?

Um produto?

Uma imagem?

o que é a marca?

marca?

> sinal de distinção> selo de confiança> garantia de qualidade

promessa

> é cultura> é desporto> é…

marca?

marca?

?

Marca: que promessa?

marca cidade ≠ marca produto

marca cidade

P1P2P3P4…Pn

fornecedores produtos Pub. alvo

Câmaras Municipais

Outras Ent. Publ./Priv.

Comerciantes

Residentes

Investidores locais

. . .Residentes

Investidores locais

Turistas

Investidores

Governo central/regional

Talentos

. . .

Residentes

Investidores locais

Residentes

Investidores locais

marca cidadeMarca Produto Corporate Brand

Foco Produto Empresa

Gestão Gestor de produto Administração/CEO

Receptor Consumidor Stakeholders

Gestão Marketing Organização

Comunicação Comun. Marketing Comunicação da Organização

Tempo C. Prazo (C.V.P.) Longo - Prazo

Dimensão Operacional/Funcional EstratégicaBalmer (2001)

Tabela 3 – Marca Produto Vs Corporate Brand. Adaptado de Balmer (2001)

marca cidade

Desenvolvimento de uma imagem e a sua comunicação aos seus públicos potenciais, baseada em valores e percepções positivas, provenientes de atributos locais – inatos ou desenvolvidos – que tornam esse local único no mundo.

conceito

marca cidade = processo

Tabela 3 – Marca Produto Vs Corporate Brand. Adaptado de Balmer (2001)

marca cidade

Como criar?

NOME

MISSÃO IMAGEM

EMISSÃORECEPÇÃO

marca

Identitymix

Marketingmix

Imagemix

SINAL

Trianguloda marcaLencastre, 2001

NOME

MISSÃO IMAGEM

marcacidade

Trianguloda marcacidade

CITY IMAGE MIXPresença O lugar(Place) Potencial Pulsar Pessoas Pré-requisitos

CITY IDENTITY MIXLogótipos

NominativosFigurativos

Sonoros …

CITY MARKETING MIXDesign Urbano

Infra-estruturasServiços Básicos

PessoasAtracções

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PROJECTO

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citymarketing