This project is implemented through the CENTRAL EUROPE Programme co-financed by the ERDF.
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Transcript of This project is implemented through the CENTRAL EUROPE Programme co-financed by the ERDF.
This project is implemented through the CENTRAL EUROPE Programme co-financed by the ERDF.
Manager Coordinating Brownfield Redevelopment Activities
www.cobraman-ce.eu
5th Training Seminar, 21. – 22. 9. 2010 Usti nad Labem, the Czech Republic
Communication and marketing
of brownfields in UstiPetr Nikolic, Sven Czastka, Marta Saskova
Usti nad Labem City Hall, Department of strategic Development, Section of Investment Support
Communication and Marketing of Brownfields in Usti
Before COBRAMAN:Communication of BFs was supplied by communication of squats, deprived areas or old industrial areas- Mostly individual plots/ properties- Long term concepts mainly missing- Maximum/ only effort put into
“hot potato” cases
Communication and Marketing of Brownfields in Usti
Before COBRAMAN:we pioneered with “Revitalisation of Krasne Brezno and Nestemice” project- Urban study introduced to stakeholders, MM and
the public- Trade fair presentations- Articles in professional magazines- Pilot activity in the CIRCUSE project
Communication and Marketing of Brownfields in Usti
MF Dnes Daily5. 12. 2008
Communication and Marketing of Brownfields in Usti
Concurrently to COBRAMAN:we have been working on promoting Lake Milada area since 2006 - graphical design- www.lakemilada.com- 3rd year of Cycling race and Kids’ day- Analytical and Strategic Study for Tourism Development
Communication and Marketing of Brownfields in Usti
www.lakemilada.com
Communication and Marketing of Brownfields in Usti
What is our experience during COBRAMAN:communicating BFs is a very complicated taskfrom the very beginning- BFs in Usti are mostly owned by
private owners- Not everybody knows what it is- It’s not easy to explain- It’s often replaced by other meanings
Communication and Marketing of Brownfields in Usti
What is our experience during COBRAMAN:we organised 3 meetings with brownfield owners- The owners were mostly surprised- How to attract participants if there is no money/ funding
involved- How to maintain attendence at all meetings- It is essential to reach out to people
during the coffee breaks
Communication and Marketing of Brownfields in Usti
What is our experience during COBRAMAN:we inform the public about COBRAMAN at
www.usti-nad-labem.cz
Communication and Marketing of Brownfields in Usti
What is our experience during COBRAMAN:Our most powerfull tool is supposed to be theDATABASE.We are aware it’s not the database itself, butPEOPLE who operate it.
Communication and Marketing of Brownfields in Usti
Importance of communication and marketingfor brownfields redevelopment in Usti
Usti Brownfield Redevelopment Strategypractical ways of marketingavoiding mistake of theoretical marketing “wisdom”
Communication and Marketing of Brownfields in Usti
Usti Brownfield Redevelopment StrategyPRIORITY 1
– Exploiting all the legal, formal and informal tools, which aid brownfields reuse
PRIORITY 2– Active identification of financing sources and resources with an aim
of maximizing a leverage effectPRIORITY 3
– Increase of information flow and improvement of development skillsPRIORITY 4
– Improving quality of life in the city
Communication and Marketing of Brownfields in Usti
Usti Brownfield Redevelopment Strategy
PRIORITY 3 - Increase of information flow and improvement ofdevelopment skills
- Information campaign to communicate the brownfields strategy to public- Upkeep and publicity of the brownfield inventory- Increasing development skills of the city executives and administrators- Increasing development skills of brownfields´owners- Connecting to international project enabling sharing brownfields and
development experiences →
Communication and Marketing of Brownfields in Usti
Usti Brownfield Redevelopment Strategy – priority 3Activity 1: Information campaign to communicate
the brownfields strategy to public
→integrated approach“one communication”
Responsible:Department of Strategic Development
Communication and Marketing of Brownfields in Usti
Usti Brownfield Redevelopment Strategy – priority 3Activity 2: Upkeep and publicity of the brownfield
inventory→public database
Responsible:Department of Strategic DevelopmentDepartment of Spatial Planning
Communication and Marketing of Brownfields in Usti
Usti Brownfield Redevelopment Strategy – priority 3Activity 3: Increasing development skills of the city
executives and administrators→support to educationnetworking
Responsible:City Hall Directory
Communication and Marketing of Brownfields in Usti
Usti Brownfield Redevelopment Strategy – priority 3Activity 4: Increasing development skills of
brownfields´owners
→continuous communication
Responsible:Department of Strategic DevelopmentDepartment of Spatial Planning
Communication and Marketing of Brownfields in Usti
Usti Brownfield Redevelopment Strategy – priority 3Activity 5: Connecting to international project enabling
sharing brownfields and development experiences→
responsible and longterm thinkingResponsible:PoliticiansDepartment of Strategic Development
Communication and Marketing of Brownfields in Usti
What will secure continuity of BFs marketing activitiesAFTER COBRAMAN?
CircUse project- running CE project- Revitalisation of Krasne Brezno and Nestemice” Pilot commercial property due diligence
Communication and Marketing of Brownfields in Usti
What will secure continuity of BFs marketing activities
AFTER COBRAMAN?
Partnership for Czech brownfields- applied for recently- programme supporting competitivness through education- multilateral experience of communicating BFs within the
Czech environment on different levels
www.cobraman-ce.eu
Thank you for your attention!
Name:Institution:
Address:Phone:e-mail:
web site:
Marta Saskova Usti nad Labem City HallVelka Hradebni 8, 401 00 Usti nad Labem+420 477 010 697marta.saskova@mag-ul.czwww.usti-nad-labem.czwww.invest-usti.cz
This project is implemented through the CENTRAL EUROPE Programme co-financed by the ERDF.