Preliminary Assumptions
On behalf of the Masurian Lake District Association, we conducted a tracking study of the economic promotion of the Masurian Lake District. The main goal of the study was to assess the effectiveness of activities within the nationwide informational-promotional campaign for the region under the slogan "Mazury means business." The organization of the promotional campaign stemmed from a project co-financed by the European Union called "7 Wonders of Mazury – economic promotion of the Masurian Lake District (KWJM)." Our specialists took on the task of measuring the effectiveness of these actions. The study concept included examining the effects of marketing activities and their impact on the perception of the Masurian Lake District in selected target groups.
Execution
- Local investors and potential national investors.
- Entrepreneurs in the Masurian Lake District.
- Residents of the Masurian Lake District.
- Polish and foreign students studying at universities in the Warmian-Masurian Voivodeship.
- Polish business tourists.
- Foreign business tourists.
- Polish individual tourists.
- Foreign individual tourists.
Results
- The level of recognition of municipalities contributing to the Masurian Lake District in various target groups.
- Dominant components of the region's image.
- The impact of promotional activities on changing the perception of the Masurian Lake District's image – an increase in associations related to the economic and business character of the area.
- Recognition of business brands associated with the region.
- General perception of conducted promotional activities and actions for the economic promotion of the region.
- Perception of the quality mark awarded to local entrepreneurs.
- Local entrepreneurs' willingness to engage in the economic promotion of the area.
- Local entrepreneurs' sentiments regarding employment, wages, investments, and export activities.
Based on the collected research material, our client gained the opportunity to implement corrective actions regarding the ongoing promotional activities of the Masurian Lake District, ensuring they fully contribute to achieving the set goals.
