meijän raahe videoesittely
Kuva: Tarmo Somero

Introduction and project description

Competition for residents in municipalities has become increasingly visible. The development of various baits has become a key part of municipal marketing activities. Municipalities have gained visibility with their new innovations in attracting residents. In the heat of competition, temptations may become an end in themselves and the customer, i.e. the potential mover, is forgotten. In addition to municipal benefits, the service of migrants is crucial to the desired relocation decision. Current residents should not be forgotten either.

Nowadays, resident marketing has contributed to intensifying competition between neighboring municipalities, as marketing is directed to the surrounding area. The changing municipal structure also offers opportunities for resident marketing with a wider line-up.

What is crucial is to find the municipalities’ own attraction factors that can stand out from the rest.

Raahe’s most significant marketing tools are employment opportunities, a diverse offer of housing and land, entrepreneurial friendliness and diverse public services, and the target group is especially families with children.

Migrants are served in the municipalities by several different officials, and no specific procedures have generally been agreed for the service. Usually, the migrant’s service includes the provision and presentation of housing and land, as well as highlighting the potential interests of the municipality and sending information packages. However, the problem is that marketing is directed to the surrounding area, which increases competition between neighboring municipalities.

Resident marketing is therefore based on the performance of the municipality’s basic tasks. The implementation of migration management in these will only be successful if it is separated from other municipalities in some way. For this reason, raising public awareness of the area is essential. In terms of attractiveness, the area’s reputation and good image are of great importance.

Correspondingly, the quality of life and living environment is crucial in attracting experts. Access to information is particularly important for migrants.

Former residents can be attracted with nostalgic memories of their home. The region of birth is one natural attraction. Returnees are an important group of migrants also because their roots are one major motive for returning. Often, returning migration becomes topical for young people reaching the age when starting a family becomes important.

It is easier to attract those who already know the area they’re moving to than to a completely new resident, as the familiar area, family and friends will influence the move decision.

The problem has been that Raahe does not have specific positive images, or the images are outdated and based on traditional stereotypes, and Raahe’s general awareness has been rather low and the related images of the mind are also low.

Positive expression

A diverse job offer brings new residents. When there is a job offer, you must also be able to offer an apartment or land so that the potential resident does not move to the neighboring town. It is equally important to guarantee access to services for residents.

Nationwide events, as well as cultural-historical factors, do not play a major role in attracting residents. It is better if the municipality is known for events that are remembered as positive than for the fact that nothing is remembered about the municipality or there are only negative memories.

To expand the target area of ​​marketing, nationwide continuous advertising is necessary, as it will reach people from outside your own province as well.

In marketing, municipalities often build a certain profile for themselves, which can be based on the opportunities they offer. Raahe Guide project is supported by a network of companies, educational institutions, and associations, all of which are connected by RAAHE.

“The project makes strong use of the involvement of residents, companies, educational institutions and organizations in marketing. Bloggers, influencers, resident activation, extensive collaboration and planning.”

Marketing is being done together more and more, not just one truth served from above. This creates a genuine and credible image that attracts people through peer experiences.

It is important to continue to rely on Raahe’s own strengths. It is good to find your own special feature in nature, and a unique element from events. Everyday activities can also be marketed in an originally positive tone.


The closely co-operative resident marketing strategy enables the needs and perspectives of different stakeholders to be considered in the planning of future resident marketing in Raahe. The core of Raahe Guide is built around the vitality of individuals, organizations, educational institutions, and entrepreneurs in the form of images and video stories and takes advantage of the city’s strengths.

“Raahe is a peaceful and idyllic port, school -and industrial city in the Bay of Bothnia, surrounded by a unique archipelago, where everyday life is safe, friends and services are within walking distance and there is space around to practice, live and enjoy”.

Combining the stories creates a colorful storytelling about Raahe, the ordinary people of Raahe and the city we call our home.

The goal of Raahe Guide is to focus on raising Raahe’s public awareness so that Raahe can be brought to the world map in a new positive way.

One common Raahe – Our Raahe – My City

The purpose of the Raahe Guide is to present Raahe in a whole new positive way, in which all parties involved in the project benefit from the high visibility brought by the project.

“Let’s create ways to actively and positively present yourself using the Internet and social media.”

The inspiration for the idea is based on the city’s rich history, the vitality of entrepreneurs, the old town, nature, the maritime, the steel industry, as well as the story culture. The sum of these factors is a strangely attractive city that’s appeal is based on the whole. The soul of Raahe are the people and the archipelago is our gem.

The vitality is concretized in the daily life of individual Raahe residents, in the strong organizational activities, in the popularity of the steel industry and in the contribution of various actors to the well-being and leisure opportunities of the citizens. Good recent examples include Pooki Flakkaa, Pekan Pimiät, and the city’s largest public event; Pekan Päivät which attracts visitors.

As a city, Raahe stands out as a distinctive green, child-friendly small town based on history and the sea, where all services are easily accessible wherever in Raahe you live. Raahe is positively distinguished by events, industry, tourism and sports services and the environment as a whole.

The site presents numerous Raahe stories, short and long, that will help bring Raahe to the world map. The stories involve local entrepreneurs, officials, well-known people of Raahe, teachers, bloggers, influencers, etc. Each story is united by the same factors, Raahe and positivity, i.e. only positive things about Raahe are told and more stakeholders are included in each story.

A positive image of Raahe – what we want to say about ourselves

By communication we want to create a unified image of what Raahe’s image of itself is and how it stands out from others. The communication highlights the strengths, attractions, and distinctive features of the city of Raahe, as well as its values, operating principles, and strategic goals.

  • Raahe is a city of happy, participatory, and active residents. Raahe offers a healthy, safe, and comfortable living and living environment that supports the well-being, community and spirit of local residents.
  • Raahe supports residents’ opportunities to participate and influence the matters concerning themselves and their hometown. Raahe renews its services, lives on the present time, and meets the challenges of its operating environment. In the heart of the action is a satisfied resident of Raahe.
  • Raahe is a city of successful companies. Business policy is active, and decision-making is positive. The aim is to increase investment and jobs, reduce unemployment and strengthen the city’s tourist attractions.
  • Raahe is an attractive seaside town where Finnish content and culture meet. Together with our archipelago, Raahe forms an unparalleled, idyllic small town that’s center is growing and developing positively.
  • Raahe is located in the Bay of Bothnia, surrounded by a unique archipelago. In Raahe you can live in the city center or in the peace of the countryside, by the sea or by a harnessed island.
  • As a city, Raahe stands out as a distinctive green, child-friendly small town based on history and the sea, where all services are easily accessible wherever in Raahe you live. Raahe is positively distinguished by events, industry, tourism and sports services and the environment as a whole.

The implementation model of the idea makes it possible to obtain EU funding to grow the project when enough different stakeholders are involved in the project and stakeholders can also be involved in increasing the overall budget so that the stories can be effectively disseminated in the media.

Making the positive voice to be heard

Raahe is known for its cooperation: as ambassadors for both the townspeople and companies. Positive marketing of attraction factors is actively implemented in all Raahe Guide communications.

In addition to the web pages, the project can be seen on social media (FB / IG / YT / Linkedin / TikTok, etc.) and on various websites.

Target groups, means and channels of communication

The key target groups for Raahe Guide’s marketing are returnees and people who are not already familiar with Raahe, but who, for example, would like to seriously consider Raahe as their future hometown due to an interesting job or study opportunities available. Raahe Guide’s central channels of external communication are websites, social media channels and email marketing. Appropriate means and channels of communication are chosen according to the subject and target group to be communicated, so that the message effectively reaches those to whom the message is intended.

Social media

An increasingly significant part of communication is on social media, through which many people can be reached easily and effectively. Therefore, social media channels are also part of Raahe Guide’s multi-channel marketing communications. Raahe Guide has numerous social media channels through which marketing material can be distributed quickly and cost-effectively.

  • Advertising on different social media channels according to an agreed budget
  • Work with stakeholders to expand distribution
  • People are encouraged to use #meijänraahe #minunkaupunkini hashtags as well as the location tag in their posts.
  • Follow, like and comment on Meijän Raahe / Minun kaupunkini-related publications.
  • This is how a positive message is spread in social media!

Digital advertising

Implement cost-effective advertising campaigns within your agreed budget and place your ads where they are likely to be seen by potential movers. A well-targeted advertising campaign reaches your audience accurately and cost-effectively. By constantly analyzing and measuring the results of advertising, the best possible result for advertising can be guaranteed.

Communication monitoring

Good communication is planned and supports the achievement of strategic goals. Communication evaluation, in turn, is part of monitoring the implementation of the strategy and helps to develop not only communication and marketing but also management and reputation work. Gathering follow-up data is also important to compare communications with other organizations and share good practice. In addition to quantitative measurement, a qualitative assessment of the effectiveness of communication is needed. The choice of indicators to be used in each case is guided by the goals set for communication. The monitoring of communications must be goal-oriented and lead to the evaluation and development of operations.