ENPI CBC MED MEDITERRANEAN SEA BASIN PROGRAM 2007-2013
TNET TERRITORIAL NETWORKING FOR CAPACITY BUILDING LOCAL
DEVELOPMENT: A CROSS BORDER EXPERIENCE LINKING LEBANON,
JORDAN, FRANCE, ITALY
ACTIVITY 4.1
COMMON TERRITORIAL MARKETING PLAN
This publication has been produced whit the financial assistance of the European Union under the ENPI CBC Mediterranean Sea Basin programme .The
contents of this document are the sole responsibility of T-NET partnership and can under no circumstances be
regarded as reflecting the position of the European Union or of the Programm's management structures".
Acknowledgements
Appreciation goes to:
-Union of Zgharta Municipalities– Saed El Khoury- Nelly Wakim
-Union of Sour Municipalities Hajj Hassan Hammoud and Hala Chibli
-Union of Jezzine Municipalities Mr Fouad el Hajj and Mr Joe Harfouch
--UNDP- art Gold Porject – Mrs Helene Khassardjian
-PACA Region by Mrs Raphael De Giuli Morghen, Mrs Elsa Evachez, Mrs Clementine
Laratte
- Tuscan Region Board represented by Mrs Rossana Gravina as social-economic
development expert andTnet project coordinator
-
METHODOLOGY
- Secondary
Data
- Workshop 1
- KII
Analysis of Assessment Results
In relation to the Network itself the results and analysis shows the following:
-Network as space for learning and sharing information either virtually
through the website, through cross visits or workshops , not only for the
Lebanese partners but among all the partners and the network can favor
exchange of experience at a larger Mediterranean scale.
- Network as a Platform, and model-where Local authorities can set
common vision to work for the national level for local territorial
development and advocate at the national level.
The main challenges:
-
commitment and time
- Common understanding of:
- territorial marketing,
- partnering,
- how to sustain a network and manage it at the long term
Recommendations before implementing Common
plan
At the project level:
-develop and elaborate value chain analysis and marketing plan
-use a mobilization approach and engage with different community
stakeholders
-build partnership at the local level .
-Each of the partner need to work on their sustainability plan taking into
consideration potential change of municipalities at the election time
- capacity building on those approaches are needed.
Recommendation s before implementing Common
plan
At the Network level:
-Have a common understanding of territorial development and Marketing
-Strengthen the relationship among the partners,
-set ground rules for the network , and plan activities that reinforce trust and
respect.
-Conduct a shared organizational or institutional capacity assessment for
the members of the network and develop an organizational capacity
building plan based on the result of the assessment
Recommendations before implementing Common
plan
At the Network level:
-Benefit from the presence of UNDP-art Gold project in the network and
explore how members can benefit from the different components of their
projects in the areas
-Benefit from Presence of PACA and TUSCANA regions and explore how
partners can benefit from their experience ( Capacity Building)
-Gradually set a plan for the involvement of LEDA representatives in
addition to Art Gold project representative in the network, as LEDA will be
later the committee responsible for the art gold project.
-Connect and Network with existing networks that promote territorial
development
Suggestion of a common Action Plan
Platform for dialogue and for raising awareness about the areas to change
perceptions ….This could be done among the different unions, and this will open a
space for linking different areas and territories within the country and broader, by:
-Planning 1 day cross visit for partners to the areas- during the meeting, raise
awareness about the local context and the culture- and create space for partners to
meet different municipalities
-Follow those cross visits with a plan to organize a workshop that include all the
municipalities of the union. (raise awareness about each area and each project,
interactive.)
-Municipalities set a common yearly plan : 1 day celebration or exhibition in
each area, advertising through billboards, TV : promoting territorial development,
and through the website.
- Municipalities can mobilize citizens and facilitate transportation for them among
areas to participate in those days.
Suggestion of Action plan
Platform for lessons learned and sharing information .The
network is an ideal space to learn and promote learning this can
be done :
-virtually through using the website, where questions can
be raised, answered, information can be shared.
-Cross field visits among the partners
- Reflection meetings.
It is important to document learning and share them
:
Suggestion of Action Plan
In terms of promotion and Marketing of the territorial development
-Plan a common advertising campaign- using billboards, media- interviews
on radio and TV- where territorial development is promoted and activities of
the network are promoted
-Contract certifying bodies like IMC who certify trails and products and give
them a specific certification that relates to territorial development. It also
support marketing the products whether trails, tourism or agricultural
products in addition to restaurant or handcrafts and give them a territorial
nomination” appellation d’origine”.
- Identify main touristic companies among the different countries, that
promote the areas and the products of the project and negotiate contracts
with them . ( guided tour,...)
Suggestion of Action Plan
In terms of promotion and Marketing of the territorial development
-Explore the possibility of considering LEDA as a seller for the products- as the
project of UNDP art gold is implemented in Beirut where the main trade happen and
where the main Lebanese population Live.They can play the role of Marketing
facilitator for the product of the areas and create the chance for communities in
the suburbs to know the territory from where the product comes.
This could be done based on negotiated fees and can help LEDA in its
sustainability plan.
- Creating a common brand name for the tnet product
- Organizing Mobile Markets in the areas
Suggestion of Action Plan
Advocacy Component
As on national level there is an absence of a clear institutional frame, lack of
infrastructure for information and promotion of the territory and little support of
national level (Ministry of Tourism, Ministry of Culture, Ministry of Environment…) to
develop strategies and policies :
- the network can link with other networks and advocate at the national
level for strategies and policies development at the level of the different
ministries- this will support them promote territorial development
- set a strategy to mobilize population living in Beirut or Lebanese expatriates,
and raise their awareness about the richness and diversity of their culture.
This could be done through campaigns and linkages with Beirut
municipalities but also through embassies.
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