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How can the city of Maastricht profile itself as an expatriate destination through city and marketing communication?

Rechten: Alle rechten voorbehouden

How can the city of Maastricht profile itself as an expatriate destination through city and marketing communication?

Rechten: Alle rechten voorbehouden

Samenvatting

One of a number of cities in The Netherlands, which attract a large
international community, is Maastricht, the capital of The etherlands most southern Province. Maastricht is internationally, recognized as the European City which lies in the 'heart' of Europe, due to its proximity to both the German, as well as, the Belgian border. Furthermore, Maastricht is occasionally referred to as Europe's smallest metropolis being a lively and busy city in-between several villages (IAF Maastricht 2008).

Despite Maastricht housing more than 125 international organizations that along with the Dutch organizations hire expatriates, the expatriate community is experiencing difficulties (Wanders, 2009). These difficulties entail the feeling that the expatriates do not feel welcomed or at ease in the city, as well as, feeling forced to be too self-reliant. Expatriates are important for Maastricht's city vision for 2030: becoming an international knowledge, living and cultural city. With a growth in the international and expatriate community, Maastricht can portrait itself as an increasingly
international city and expatriate community within the province, The
Netherlands, Europe and the world.

One of the ways through which Maastricht can appeal to expatriates
worldwide, is through successful city marketing and marketing communication. For the city to use city marketing and marketing communication it needs to look at the target groups which it needs to appeal to: the expatriate and international community; the organizations which hire expatriates and the international social clubs. By means of reaching the expatriate and international community, Maastricht can gain recognition as a potential city
for them to temporarily settle. Through appealing to organizations, the city will not only likely enhance its economy but will also increase the number of expatriates, moving along with the organizations, who reside in Maastricht. The international social clubs are important for the international community in Maastricht; these do not only act as mediums for reaching the community but also give security and comfort to the community. The social clubs form meeting places and bring different cultures together; they can make the community feel at ease and at home.

Although Maastricht has taken steps in order to facilitate the integration of expatriates, these efforts have been limited and not made public. It has for example in cooperation with Maastricht University, organized a special evening, during which the expatriates were able to share their experiences and concerns with each other, the university, municipality and relevant organizations.

Through city marketing, the city draws attention to what it offers. Through advertising, both internally as well as externally, the city promotes itself as an international city, open to the international and expatriate community. With communication marketing and the use of appropriate communication mediums: magazines such as Crossroads, the international magazine; the internet, for example, the website of the municipality; the international social clubs and organizations for which the expatriates work, as intermediaries; and through direct mail send to the international community keeping them up-to-date of what is happening, Maastricht emphasis its efforts, hence, shows the importance of expatriates for the city. Maastricht demonstrating that it is interested and cares about its expatriates, can reduce the difficulties which the expatriates experience, consequently, making it an expatriate destination.

For Maastricht to become an expatriate destination, it needs to be more transparent regarding its efforts for expatriates, and it needs to take more initiatives to reach the expatriates community, with the right message and medium; Maastricht is an international city, which is transforming into an international knowledge, cultural and living city by 2030. Through marketing communications, Maastricht can achieve that what it wants to become, an expatriate destination.

Toon meer
OrganisatieDe Haagse Hogeschool
OpleidingESC Hogere Europeses Beroepen Opleiding
AfdelingAcademie voor European Studies & Communication
Jaar2009
TypeBachelor
TaalEngels

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