MARKETING COMMUNICATION POLICY OF LOCAL AUTHORITIES AS A TOOL FOR FORMING THE IMAGE OF MUNICIPAL SERVICE PROVIDERS

Abstract

A part of research results concerning the state of the effectiveness of marketing activities of local authorities of Ukraine, in which authors took part and prepared the analyst report, and also their own researches are presented in the paper. The study found that marketing communication activities for forming the image of urban transport service providers in the studied regions were carried out mainly in the form of information campaigns and weren’t aimed at target audiences. The study discovered that in 2017—2020 in Ukraine (except for the temporarily occupied territories) there were some measures to increase awareness of the responsibility and important role of urban transport service providers. It is established that citizens of Ukraine are informed about the problems of urban public transport at three levels. First, at the national level, the most popular were information and educational activities, image social advertising in national media, Internet portals, information and educational programs and publications, reproduction and distribution of printed materials (booklets, leaflets, posters, academic literature). Secondly, at the regional level (oblast level) were popular publications and videos on the Internet, manuals, radio and television programs, social advertising on regional state television and radio, outdoor advertising (billboards, city lights, posters), conference organization were disseminated and seminars, flash mobs and social events. Third, lectures, classes, role-playing games, business games, workshops, booklets, leaflets and conference materials were organized at the local level. At the same time, the system in conducting marketing communication activities for forming the image of urban transport service providers during the study could not be found. The study identified shortcomings in the communication process of public services with target social groups. An analysis of marketing communication activities implemented and planned for implementation by local authorities. On the basis of research results and conclusions some recommendations are offered in the article.