{"id":719,"date":"2020-04-25T20:41:49","date_gmt":"2020-04-25T18:41:49","guid":{"rendered":"http:\/\/www.eplus.rs\/?p=719"},"modified":"2025-03-13T11:23:30","modified_gmt":"2025-03-13T10:23:30","slug":"brendiranje-lokaliteta-place-branding","status":"publish","type":"post","link":"https:\/\/www.eplus.rs\/en\/brendiranje-lokaliteta-place-branding\/","title":{"rendered":"Brendiranje lokaliteta \/ Place Branding"},"content":{"rendered":"
Zbog izuzetnih referenci u domenu brendiranja, osniva\u010d agencije je poslednjih godina vi\u0161e puta anga\u017eovan u razvoju brenda presti\u017enih turisti\u010dkih lokaliteta u regionu. Poslednji projekat koji je zavr\u0161en u martu 2020. godine je brendiranje regiona Starogradsko polje na ostrvu Hvaru. Pre toga smo anga\u017eovani za projekat razvoja brenda Cetinske Krajine u splitsko-dalmatinskoj \u017eupaniji. Brendiranje lokaliteta obuhvata skup aktivnosti usmerenih na kreiranju svesti, kao i po\u017eeljne slike i reputacije mesta. Takve aktivnosti naj\u010de\u0161\u0107e mogu biti usmerene prema potencijalnim turistima, investitorima i poslovnim ljudima. Projekat razvoja brenda predstavlja strate\u0161ku osnovu za sve dalje marketing aktivnosti u okviru lokaliteta.<\/p>\n\n\n\n
Sadr\u017eina projekata<\/strong><\/h3>\n\n\n\n
Projekti ovog tipa uglavnom imaju sli\u010dne ciljeve i izazove, koji se mogu slobodnom interpretacijom sa\u017eeti u:<\/p>\n\n\n\n\n<\/figure>\n\n\n\n<\/figure>\n\n\n\n<\/figure>\n<\/figure>\n\n\n\n
\n
Kreirati prepoznatljivost lokacije po svim bitnim elementima<\/li>\n\n\n\n
Produ\u017eenje turisti\u010dke sezone privla\u010denjem turista i drugim sadr\u017eajima osim pla\u017ee i sunca<\/li>\n\n\n\n
Izrada strategije razvoja, pozicioniranja i promocije brenda lokaliteta<\/li>\n\n\n\n
Starogradsko polje, na primer, jeste primer prepoznatljivog tradicionalnog krajolika, zasa\u0111enog istim kulturama ve\u0107 2.400 godina, i predstavlja najbolje o\u010duvanu starogr\u010dku katastarsku parcelaciju na Mediteranu. Starogradsko polje obuhvata plodnu ravnicu isparcelisanu kamenim suhozidima iz anti\u010dkih vremena, povr\u0161ine od oko 1,400ha, izme\u0111u naseljenih mesta Starog Grada, Hvara i Vrboske i to je najve\u0107a plodna ravnica na svim jadranskim ostrvima.<\/p>\n\n\n\n
Kao takvo, Starogradsko polje predstavlja podru\u010dje od izuzetnog kulturnog zna\u010daja te je zbog svoje arheolo\u0161ke vrednosti i parcelacije polja, sa\u010duvane jo\u0161 od anti\u010dkih vremena, 2008. godine upisano na UNESCO-vu listu svetske kulturne ba\u0161tine. Starogradsko polje predstavlja zna\u010dajan potencijal za produ\u017eenje turisti\u010dke sezone, uve\u0107anje broja no\u0107enja, kao i za razvoj autenti\u010dnih poljoprivrednih proizvoda i vina sa oznakom geografskog porekla.<\/p>\n\n\n\n\n<\/figure>\n\n\n\n<\/figure>\n\n\n\n<\/figure>\n<\/figure>\n\n\n\n
Tokom rada na projektu i planu, ura\u0111ena su obimna kvantitativna i kvalitativna istra\u017eivanja, kao i obimno prikupljanje podataka, na osnovu \u010dega je izra\u0111en projekat strategije razvoja, pozicioniranja i promocije brenda Starogradskog polja, a na osnovu koje je izra\u0111en i turisti\u010dki marketin\u0161ki plan. Projekat je ra\u0111en tokom 2019. i 2020. godine. <\/p>\n\n\n\n
Cilj projekta koji je postignut je izrada plana koji prati cilj produ\u017eenja sezone na predmetnoj lokaciji sa standardnih 60 dana na period od 6 meseci i u skladu sa tim uve\u0107anje broja turisti\u010dkih no\u0107enja van 7.i 8. kalendarskog meseca, koji su svakako prebukirani, za 20% na godi\u0161njem nivou. Nakon obimnog prikupljanja podataka i dubinskih intervjua sa glavnim u\u010desnicima na terenu od kojih ravisi razvoj turisti\u010dke ponude – sa jedne strane i prikupljanja podataka o navikama i interesovanjima turista u cilljnim tr\u017ei\u0161tima sa druge strane, pristupili smo izradi strategije i plana. Plan obuhvata razvoj delatnosti koji privla\u010de turiste odre\u0111enih interesovanja, a koji nisu vezani za posete tokom udarna dva meseca: <\/p>\n\n\n\n
\n
razvoj potrebne komunikacione infrastrukture, obele\u017eavanje puteva i lokaliteta<\/li>\n\n\n\n
poljoprivreda i vinogradarstvo tradicionalnim metodama, proizvodnja vina od autenti\u010dnih sorti<\/li>\n\n\n\n
organska proizvodnja autenti\u010dnih prehrambenih proizvoda <\/li>\n\n\n\n
tradicionalno ugostiteljstvo fokusirano na autenti\u010dne proizvode <\/li>\n\n\n\n
obnavljanje starih zanata i tradicija<\/li>\n\n\n\n
razvoj prigodnih manifestacija <\/li>\n\n\n\n
restauracija zna\u010dajnih i „zaboravljenih“ lokaliteta <\/li>\n\n\n\n
edukacija i podr\u0161ka za lokalno stanovni\u0161tvo<\/li>\n\n\n\n
razvoj infrastrukture za outdoor turizam<\/li>\n\n\n\n
razvoj komunikacije sa svim u\u010desnicima turisti\u010dke industrije koji dolaze u kontakt sa turistima i sa onima koji planiraju putovanja<\/li>\n\n\n\n
osnovni elementi vizuelnog identiteta, kao vodilja za finalni razvoj i brend arhitekture…<\/li>\n<\/ul>\n\n\n\n
U skladu sa navedenim, izvr\u0161ena je segmentacija i procena svake pojedina\u010dne ni\u0161e na ciljnim tr\u017ei\u0161tima. Finalni deo projekta jeste komunikacioni plan koji prati razvoj aktivnosti na terenu i u skladu sa ciljevima i ciljnim grupama kreira „customer journey“ kroz informisanje, kreiranje interesovanja, davanje mogu\u0107nosti za prikupljanje informacija. Posebno mesto u planu zauzima interakcija sa zainteresovanima i onima koji su bili u poseti i ultimativno usmeravanje na relevantne ta\u010dke koje vode u konverzije; kao i odabir kanala komunikacije i proizvodnja sadr\u017eaja, sve u skladu sa preporu\u010denim bud\u017eetom.<\/p>\n\n\n\n
<\/p>","protected":false},"excerpt":{"rendered":"
Zbog izuzetnih referenci u domenu brendiranja, osniva\u010d agencije je poslednjih godina vi\u0161e puta anga\u017eovan u razvoju brenda presti\u017enih turisti\u010dkih lokaliteta u regionu. Poslednji projekat koji je zavr\u0161en u martu 2020. godine je brendiranje regiona Starogradsko polje na ostrvu Hvaru. Pre toga smo anga\u017eovani za projekat razvoja brenda Cetinske Krajine u splitsko-dalmatinskoj \u017eupaniji. Brendiranje lokaliteta obuhvata […]<\/p>\n","protected":false},"author":1,"featured_media":1327,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[41,19,35,23,9],"tags":[42,46,21,329,43,34,33,45,44],"class_list":["post-719","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-b2b","category-digital","category-dizajn","category-marketing-strategija","category-brand","tag-brendiranje","tag-destinacija","tag-food","tag-hvar","tag-lokalitet","tag-marketing","tag-strategija","tag-turisticki","tag-turizam"],"yoast_head":"\n
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