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STOPP Seminar
October, 16
Irina Shafranskaya
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Higher School of Economics
20 years-old university
is one of the leading education centers in Russia and research centers in Eastern Europe
is ranked 500 – 550 according to QS World University Rankings (398 in Social Science and Management
the leading university of Russia, which is spread through the country
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Number of Students
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Higher School of Economics , Moscow, 2012
National Research University Higher School of Economics, Russia
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HSE – Perm Campus
4 faculties: Economics, Management, Business-Informatics, Humanities.
4 master programs: State and Public Administration, Marketing, Project Management, Finance.
Double – diploma program with University of Essex (UK)
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Higher School of Economics , Moscow, 2012
National Research University Higher School of Economics, Russia
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My Research Interests
Current Russian place marketing practices through the lenses of European theoretical background;
Quantitative and qualitative methods of analysis in place marketing and branding;
Practical recommendations on implementation of place marketing and branding initiatives.
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Higher School of Economics , Moscow, 2012
National Research University Higher School of Economics, Russia
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Purpose Statement for the Seminar
Paper Draft
“Estimating the place marketing event impact:
some empirical evidences in constraint conditions”
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POSITIVE FUTURE
NEGATIVE PAST
Improving city image through contemporary
culture
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Higher School of Economics , Moscow, 2012
National Research University Higher School of Economics, Russia
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Roots – Constraints – Methods
Since 2008 we live under the city branding program, which is unpredictable in its outcomes and highly unpopular among the elder part of population
‘Barcelona – scenario’ branding campaign
Central event – summer festival White Nights 3 weeks long
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Higher School of Economics , Moscow, 2012
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Roots Cultural services consumption by residents – 2009
Theatre Concert Museum0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
NeverMore than 2 years ago1 - 2 years agoDuring this year
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Higher School of Economics , Moscow, 2012
National Research University Higher School of Economics, Russia
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Roots – Constraints – Approach
WHITE NIGHTS FESTIVAL
Benchmarks: Edinburgh Fringe Festival,
ECoC - festivals
Problem: estimation of the impact
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Higher School of Economics , Moscow, 2012
National Research University Higher School of Economics, Russia
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Roots – Constraints – Methods
‘impact’ and ‘festival’ annual publications
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Higher School of Economics , Moscow, 2012
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Constraints Input – Output Model
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CONSTRAINT
CONSTRAINT
CONSTRAINT
CONSTRAINT
ConstraintsBenchmark Indicators
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Higher School of Economics , Moscow, 2012
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Approach 3-dimensional model
Marketing Impact: number of tourists
and residents, their attitudes etc.
Social Impact: leisure behavior of
visitors.
Economic Impact: visitors
expenditures.
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Higher School of Economics , Moscow, 2012
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Results 2011 & 2012 Marketing Impact
Structure of Audience 2011
Residents; 89
Tourists; 11
Residents; 86
Tourists; 14
Structure of Audience 2012
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Higher School of Economics , Moscow, 2012
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Results 2011 & 2012 Marketing Impact: number of visitors
2011 2012 -
20 000
40 000
60 000
80 000
100 000
120 000
140 000
160 000
180 000
16 000 25 000
130 000
147 000
ResidentsTourists
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Higher School of Economics , Moscow, 2012
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Results 2011 & 2012 Marketing Impact: attitudes
Strongly positive
Positive Neurtal Negative Strongly negative
0
10
20
30
40
50
60
70
80
90
77
136
2 2
76
17
4 2 1
2011 2012
7,6
8,5
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Higher School of Economics , Moscow, 2012
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Results 2011 & 2012 Social Impact: average age
18 - 21 22 - 35 36 - 49 50 - 65 65+0
5
10
15
20
25
30
35
40
45
50
40
31
17
75
22
44
22
10
2
2011 2012
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Higher School of Economics , Moscow, 2012
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Results 2011 & 2012 Social Impact: number of events visited
2,5
3,2
TOURISTS
RESIDENTS
2011 2012
2,7
6,7
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Higher School of Economics , Moscow, 2012
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Results 2011 & 2012 Social Impact: residents behavior
2012
60% aware
40% properly name
20% - visited
3% - bought smth
2011
97% aware
68% properly name
40% - visited
28% - bought smth
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Higher School of Economics , Moscow, 2012
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Results 2011 & 2012 Economic Impact: total expenditures, mln. kr.
2011 20120
10
20
30
40
50
60
70
80
90
100
25.1
81.4
13.6
10.6
Tourists Residents
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Higher School of Economics , Moscow, 2012
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Results 2011 & 2012 Economic Impact: expenditures per 1 visit, kr.
306
66
TOURISTS
RESIDENTS
2011 2012
150
84
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What kind of paper could it be?
What should be added / cut at the next research step?