Expansion of regional branding in the regions of Racha and Guria

01/03/2023 – 30/04/2023, Concreatly: 26.04.23 –>Ambrolauri, 27.04.23->Tsageri, 28.04.23->Ozurgeti

The objective of the first project activity is to conduct mapping of local and regional organizations, producers and service providers in Racha and Guria regions. This database will help us to approach relevant people who might be interested in the project. Acarried out to allow all stakeholders to gain a clear understanding of the project, objectives, commitments, benefits and their roles in meeting the objectives. 

Participants of the meetings will be the local self governments, regional offices of the central government, representatives of the local civil sector, local business entities, local media, etc. The project activity will lead to signature of the Conceptual Agreement by all stakeholders who will participate in the project.

01/05/2023–30/06/2023

In order to establish regional brands of Racha and Guria and work properly as new entities, local partner will organize visits to selected municipalities where they invite all relevant stakeholders impacted by the project with an aim to create 7 Municipal Working Groups.

01/08/2023–31/08/2023, Concreatly: 22-23/08/23 –>Ambrolauri, 24-25/08/23->Ozurgeti

The objective of the International workshop is to raise awareness of the topic of regional branding, exchange of knowledge and encourage debate between all stakeholders. The event will be attended by Visegrad partners who will primarily lead the workshop. There will be two regional workshops and they will be initiated in the following areas:

1. Introduction to the concept of Regional Branding as a development strategy, its approaches, opportunities, benefits and problems

2. Introduction to the system of Regional Branding in selected Visegrad countries and recently established Regional brand in Kakheti region, Georgia

3. Creation of common logo, name and statute.

After the workshop ends, local partner will take care of the establishment of both regional brands legally.

01/07/2023–30/09/2023

The main objective of this project activity is development of two documents, namely marketing strategy and design manual. Marketing strategy will be a document that includes concrete steps in order to communicate the benefits of our product to target markets. Design manual will be a set of recommendations of how to apply design principles to provide a positive user experience.

01/10/2023–30/11/2023

The objective of the activity is the establishment of Regional Brands Association of Georgia (3 different sub-actions: individual site visits of potential brand applicants, regional working group meeting, certification committee and certificates awarding). Official registration of the association as a new legal entity.

01/06/2023–31/01/2024

The objective of this project activity is to have visual products (Catalogue and Website) that will be available and accessible to anyone who is interested. The website of the newly established Regional Brands Association of Georgia will enable all relevant stakeholders and general public to gain an insight into the topic, projects and possibility of participation. The website will represent the main communication and dissemination channel where basic and up-to-date information can be found. After the project ends, Regional Brands Association of Georgia will maintain the website and use it for its purposes.

The catalogue will include a visual list of certified Racha and Guria entrepreneurs and products and services they provide.

01/02/2024–29/02/2024, concreatly on February 26, 2024 (Kutaisi, Georgia)

Organizing a final conference and exhibition at the end of the project. The event will be divided into two parts.

Part 1. presentation of the final results to all stakeholders, project partners and general public and presentation of newly established regional brand of Racha and regional brand of Guria will take place. At the end of the first part, there will be an awarding process of entrepreneurs who are eligible to receive a certificate. 

Part 2. providing a space for networking, presentation of the new Regional Brands Association of Georgia, product and service presentation of the new regional brand holders.