Modernization of Urban Marketing through Technology and Data Analytics

Client

A medium-sized city with 45,000 inhabitants, which sought to increase its attractiveness for tourists, support local businesses, and engage citizens in decision-making about the city's future.

Goals

1. Increase the city's tourist visitation by 30% within two years.
2. Strengthen relationships with residents and gain their more active participation in community projects.
3. Streamline the promotion of local events and services through modern digital tools.

Problems

1. Inconsistent presentation of the city: There was a lack of a unified visual style and clear messaging, which led to low recognizability of the city.
2. Low resident engagement: Residents were not sufficiently informed about projects and opportunities to get involved in the city's development.
3. Weak promotion of events: The city had limited options for effectively reaching out to tourists and residents about planned activities.
4. Lack of analytical tools: There was no analysis of data regarding visitor behavior, resident needs, and event participation.

Solutions

1. Creation of the city brand (City Branding)

• New logo and slogan: The designed logo reflected the history and natural beauty of the city. The slogan “City of experiences and opportunities” highlighted its tourism and business potential.
• Unified visual identity: Implementation of a color palette, fonts, and design manual for all official materials, websites, and social media.

2. Digitalization and communication with citizens

• Website: Modernization of the city's official website, which offered:
  • An interactive event calendar.
  • A section for citizen engagement, where they could express their opinions on projects through surveys and voting.
  • Guides for tourists including an interactive map of attractions.
• Social media: Creation of official profiles on Facebook, Instagram, and YouTube. Regular sharing of news, stories from the city's history, and current events.
• City mobile app: The app for residents and tourists provided up-to-date information, notifications about events, and the ability to report issues (e.g., malfunctions, cleanliness).

3. Support for tourism and local entrepreneurs

• Tourist packages: Creation of themed packages such as “City History,” “Family Adventures,” and “Gastro Experiences,” promoted on social media and through local hotels.
• Collaboration with businesses: Entrepreneurs were given the opportunity to present their services on the city's website and in the mobile app.
• Events and festivals: Organization of themed events such as “Traditional Crafts in the Square” or “Summer Evenings with Music,” aimed at promoting local tourism.

4. Analytics and process optimization

• Data collection and analysis: Data from social media, the website, and the mobile app were analyzed to understand the preferences of tourists and residents.
• Interactive dashboards in Power BI: Visualization of data on attraction visitation, event participation, and feedback from citizens.
• Data campaigns: Based on the data, campaigns on Facebook and Google Ads were optimized, targeting families with children and young travelers.