Marketing in local government
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Marketing in the municipality or the county is used to present offers or resources of the specific "territorial products" for local residents and outside visitors. In marketing sense district/municipality is the business that operates under market economy conditions. It works in order to satisfy the needs of the local community, thanks to: human, financial and material resources. Although the county/municipality operates in a market economy, profit is seen rather in the social than financial sense.
Product of county/municipality
The product of the county/municipality is a collection of services that are offered for a fee, partial fee or free of charge to interested groups of customers. County/municipality as a non-profit organization primarily provides public services, mainly in the sphere of:
- Support (municipal services, transportation)
- Social (culture, education, sport, leisure, recreation, health, social welfare)
- Administrative (registering vehicles, issuing licenses, etc.)
Municipal product forms
Marketing product of the county/municipality takes various forms:
- Services (processes to provide then, the degree of differentiation and consumer participation in service process)
- Persons (it is the exposure of people and inspiration of local public development)
- Ideas (to promote certain behaviors and attitudes)
- Organization (the goal is to get the acceptance of society for the organization and services provided by it services)
Promotion-mix instruments
- Advertising
- Public relations (information and communication which has influence in shaping a positive public opinion)
- Sponsorship (financial support of services or property)
Examples of Marketing in local government
- Branding and Promotion: The municipality or county can use branding and promotion to increase awareness, visibility, and public engagement with their services and offerings. This can be done through traditional marketing techniques such as print ads, radio spots, and TV commercials, as well as through newer digital and social media campaigns.
- Public Relations and Communications: Municipalities and counties can use public relations and communications to build and maintain relationships with the local community and other stakeholders. This includes media relations, community events, and other activities that can help build a positive reputation for the municipality or county.
- Outreach and Education: Municipalities and counties can use outreach and education to promote services and offerings, as well as to provide valuable information to the public. This can include information about health and safety, economic development, and other topics that are relevant to the local community.
- Partnerships and Collaborations: Municipalities and counties can work with other organizations and stakeholders to promote services and offerings, as well as to increase access to resources. This could include working with local businesses, schools, and other organizations to develop and implement programs and initiatives that benefit the local community.
Advantages of Marketing in local government
Marketing in local government offers many advantages, such as:
- Increased visibility and recognition of the municipality or county both locally and internationally. This helps in attracting investments, tourism, and other economic activities.
- It enables the municipality or county to have an active role in public policy decisions and in the development of a sustainable local economy.
- Through marketing, the local government can strengthen its relationship with citizens, businesses, and other stakeholders. This can facilitate the local communities’ access to its services and resources.
- It helps in creating a positive public image that encourages the support of citizens, businesses and other stakeholders.
- It helps in creating a unique brand identity for the municipality or county, distinguishing it from its competitors and peers.
- It helps in identifying the strengths, weaknesses and opportunities of the local government and in developing strategies to address them.
- It can help in increasing the efficiency and effectiveness of local government services and in improving the quality of life of local citizens.
Limitations of Marketing in local government
- Lack of budget: Local governments typically have limited financial resources to allocate towards marketing initiatives, meaning that they must often rely on more cost-effective methods such as word-of-mouth, online campaigns, and other creative tactics.
- Difficulty in measuring effectiveness: It can be difficult for local governments to track and measure the effectiveness of their marketing campaigns, making it difficult to determine the return on investment.
- Difficulty in reaching target audiences: Local governments often have a limited scope of potential customers and must focus on reaching those who are most likely to engage with their messaging.
- Difficulty in creating a unified message: Municipalities, towns, and counties often have numerous departments and initiatives that may require separate marketing campaigns. This can make it difficult to create a unified message that resonates with all target audiences.
- Lack of expertise: Many local governments lack the internal resources and expertise to effectively plan, execute, and measure marketing campaigns. This can lead to inefficient use of resources and a lack of insight into customer behavior.
Marketing in the local government context often involves the use of several approaches, such as:
- Public Relations: Developing and maintaining a positive public image of the municipality or county by engaging with the community, stakeholders, and media to communicate about the local government’s initiatives and activities.
- Advertising: Using various forms of media to communicate information about the municipality or county and its services to the public.
- Community Engagement: Involving the community in the decision-making process and in the planning of local services and initiatives.
- Strategic Planning: Developing a long-term vision for the municipality or county, with specific goals and objectives to be achieved.
- Branding: Creating a unique and recognizable identity for the municipality or county that reflects its culture and values.
- Event Planning: Organizing events, such as festivals, conferences, and public meetings, to create a sense of community and to increase public awareness of local services and initiatives.
In summary, marketing in the local government context involves a range of approaches such as public relations, advertising, community engagement, strategic planning, branding, and event planning, all aimed at increasing public awareness of the municipality or county and its services.
References
- Lamb, C. W. (1987). Public sector marketing is different. Business Horizons, 30(4), 56-60.
- Rees, P., & Gardner, H. (2003). Best value, partnerships and relationship marketing in local government. International Journal of nonprofit and voluntary sector marketing, 8(2), 143-152.
