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Publication
Da Comunicação Institucional à criação da marca de uma Associação de Desenvolvimento Regional
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| 43.55 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
A entrada em funcionamento do quadro comunitário PORTUGAL2020, traz novos desafios
para as regiões, com o surgimento de novas entidades gestoras dos fundos no âmbito das
iniciativas de Desenvolvimento Local de Base Comunitária.
A criação na região de Lisboa da A2S – Associação para o Desenvolvimento Sustentável da
Região Saloia, enquadra-se nesta dinâmica e configura um novo desafio para as entidades
parceiras que a compõem. A A2S terá que criar mecanismos de comunicação e promoção que
deem visibilidade à sua atividade principal - a gestão de fundos – bem como ao seu objetivo
estatutário de promoção da região e dos seus agentes económicos.
A procura do equilíbrio entre uma comunicação institucional fortemente regulada e a
necessidade de intervir ativamente no território como agente agregador do desenvolvimento
socioeconómico, está na origem deste projeto aplicado, surgindo o marketing digital associado
ao territorial, como forma de maximizar resultados com investimento reduzido.
Após uma análise de enquadramento da A2S, com a participação dos seus decisores, foi
possível apresentar uma estratégia de criação de uma marca regional em complemento à
comunicação institucional, visando uma diversidade de aplicações.
Para a validação do projeto, os decisores e executores da A2S e um painel de especialistas em
Marketing foi chamado a pronunciar-se sobre a proposta.
As conclusões permitem afirmar que a estratégia desenhada resulta, do ponto de vista
económico e de comunicação de marca, cumprindo com as expetativas dos decisores e sendo
replicável a outras entidades congéneres.
The entry into operation of PORTUGAL2020 European Funds, brings new challenges for the regions, with the emergence of new managing bodies of funds within the Community-Led Local Development (CLLD). The creation in the Lisbon region of A2S - Association for Sustainable Development of Saloia Region, is part of this dynamic and sets a new challenge for partner organizations that comprise it. The A2S will have to create mechanisms for communication and promotion that give visibility to its core activity - fund management - and its statutory objective of promoting the region and its economic agents. The search for balance between a strongly regulated institutional communication and the need to actively intervene in the territory as aggregating agent of socio-economic development, is at the root of this applied project, emerging digital and territorial marketing associated, in order to maximize results with reduced investment. After an analysis of A2S, with the participation of its makers, it was possible to present a creation strategy of a regional brand in addition to the institutional communication, targeting a variety of applications. For the validation of the project, decision makers and executors of A2S and a board of marketing experts has been asked to rule on the proposal. The conclusions allow us to state that the designed strategy results from an economic point of view and brand communication, fulfilling the expectations of decision-makers and being replicable to other similar entities.
The entry into operation of PORTUGAL2020 European Funds, brings new challenges for the regions, with the emergence of new managing bodies of funds within the Community-Led Local Development (CLLD). The creation in the Lisbon region of A2S - Association for Sustainable Development of Saloia Region, is part of this dynamic and sets a new challenge for partner organizations that comprise it. The A2S will have to create mechanisms for communication and promotion that give visibility to its core activity - fund management - and its statutory objective of promoting the region and its economic agents. The search for balance between a strongly regulated institutional communication and the need to actively intervene in the territory as aggregating agent of socio-economic development, is at the root of this applied project, emerging digital and territorial marketing associated, in order to maximize results with reduced investment. After an analysis of A2S, with the participation of its makers, it was possible to present a creation strategy of a regional brand in addition to the institutional communication, targeting a variety of applications. For the validation of the project, decision makers and executors of A2S and a board of marketing experts has been asked to rule on the proposal. The conclusions allow us to state that the designed strategy results from an economic point of view and brand communication, fulfilling the expectations of decision-makers and being replicable to other similar entities.
Description
Keywords
Comunicação institucional Desenvolvimento local de base comunitária Região saloia Marketing digital Marca Marketing territorial Marketing regional