Value description
A city perceived in the Czech Republic and abroad as a great place to build a career, to live and to stay . A city that attracts business, investment and creativity. A city perceived as the center of a knowledge region, where gifted people, creativity, science and research prosper. The city significantly supports cultural, sporting and educational activities that provide a high standard of leisure time. Authenticity of the city, its hospitality and its informal atmosphere are communicated (no one here feels to be a stranger).
Contribution to the city
Its high reputation will give the city an increased demand for housing and accommodation, study and careers. It will support the development of the service sector, the development of infrastructure and will lead to increased tourism in the city and the region and to a further influx of creative people. The influx of investors will increase. Residents, students, expats and visitors can benefit from enhanced service quality.
Garant
Jana Janulíková
Jana Janulíková profiles herself as a specialist in marketing of culture, art, creative industries and destination. She deals mainly with management, marketing communications, project management and human resources management. She is an external marketing teacher at the HF JAMU in Brno. For nearly ten years she worked at the National Theatre Brno. She is one of the founders of the Travelling Opera Association. Since April 2015, she has been director of the TIC Brno.
| GOAL | INDICATOR | UNIT | ACTUAL VALUE | FUTURE VALUE | TERRITORIAL PROJECTION | |
|---|---|---|---|---|---|---|
| primary | Create a sustainable and functional system of strategic brand management of the city (and the region) based on modern principles of content marketing and city identity, including adequate funding | Existence of a common marketing strategy document and its action plans |
% |
60 |
100 |
unlimited |
| other | Create a long-term functional system of joint marketing of the city and the region and make use of synergies (according to successful models abroad) | Functional working platform for coordination of marketing activities (at the level of strategy harmonisation, not deeper) |
% |
20 |
100 |
unlimited |
| other | Create a binding system of project support by the city based on material parameters ("top" projects, concentration on priorities, not fragmenting funds into invisible support of a number of projects) | A binding system of project support with material evaluation parameters based on strategic priorities of the city |
% |
30 |
100 |
unlimited |
| other | Create effective platforms for real cooperation on the city marketing (creative people, universities, entrepreneurs) to create attractive and authentic content and distribute it | Number of implemented involvements of local stakeholders from the given areas |
% |
30 |
100 |
unlimited |