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Lights on Voru`s participation in Find Your Greatness APN

Edited on

31 August 2022
Read time: 3 minutes

This series of articles is about the cities' implications in the Find Your Greatness Network, with a special focus on the strategic development challenges of every city, their strategic brand positioning, the objectives of the Integrated Action Plan, main actions related to the IAP, the role and activities of ULGs in co-creating the IAP, and the benefits in participating in the FYG APN. 

Every article is a well-defined ”radiography” of the activities within the Find Your Greatness project and of the results as well. The structure of every article is very rigid, in order to capture only the essentials and to be read in under 3 minutes. 

1. Key strategic development challenges of the city

  • Population decline;
  • Lack of entrepreneurs and services;
  • Lack of affordable property and poor rental market;
  • Seasonal tourism.

2. Strategic brand positioning
In Võru people have more free time compared to the people in Tallinn because the distances are shorter and there are no traffic jams. Compared to other small towns Võru today does not have enough high-paying jobs in Võru.  In the future, the aim is to significantly improve employment opportunities and bring more high-paid jobs to the region.

3. Objectives of IAP
Objective 1. Smart Marketing
Increase brand awareness of child-friendly town among the target group. By using smart marketing tactics, reach the potential target groups more effectively.  
Objective 2. Townscape improvement
Increase the attractiveness of Võru among children, young people, and families through changes in the cityscape and support system.
Objective 3. Community building
Inspire current and potential citizens to participate and initiate new activities to improve the community and living environment. Encourage the community to participate in city decision-making procedures.
Objective 4: Entrepreneurship
Developing and improving entrepreneurship, providing options for new working methods.  
Objective 5. Tourism, Culture, and Heritage
By creating more activities for the low season, showcasing our cultural heritage, and reviewing the tourism services according to the view and needs of children we create a memorable experience. This will create a possibility that they may relocate here.

4. Main actions of IAP

  1. Võru child-friendly town marketing plan and value proposition 
  2. Communication and first tests of IAP actions during online fair VAU Võru and VAU events 
  3. Marketing training courses and exchanging experiences for entrepreneurs and public sector institutions

5. The role and activities of ULG in co-creating IAP
The members mainly helped to think and find the right focus. Participation in the planning of new activities and participation, active participation in new planned marketing activities.

6. The benefits of participating in APN FyG 
Different concepts were conceived and the topic with the broadest benefits and focus on which marketing could focus was found. Creation and further development of the VAU website.

Learn more about Voru from FYG Final digital product: https://issuu.com/findyourgreatness/docs/find_your_greatness_e-book

Liviu Stanciu's picture Submitted by Liviu Stanciu on