Developing and Promoting Web Communication to Enhance City Services for International Residents

In the digital era, website is an effective communication tool and an interactive mass medium of communication. Espoo is a home to people with more than 150 nationalities, therefore, City of Espoo decided to create a new website in English to enhance city services to its international residents. The idea of the new website was based on the need of an information package for English-speaking residents in Espoo according to the survey report of City of Espoo. A careful plan of website development was preferably created simultaneously with City of Espoo strategy. The new website also promotes Espoo brand as an inclusive city with cultural diversity, participation and accessibility. The objective of this thesis is to describe the process of developing and promoting a new website that provides information on city services and immigration. The major desired outcome of the thesis is a new website in English as an efficient communication tool to enhance city services to international residents. As a combination of theories, concepts review, and project-based approach, the thesis is a constructive research to apply the theoretical framework in real-time. Based on analysing and evaluating the data, the thesis introduces the steps for the entire website creation process, namely web communication plan, information architecture, web design, development and testing, marketing and promotion, measurement and evaluation. The thesis shows how with a limited budget, digital marketing plan can be an effective strategy of web communication, how social media plays a crucial and valuable role for promoting the new website of City of Espoo and engaging target audiences. The new website is an essential part of an ongoing effort of City of Espoo towards an equal, inclusive, diverse and international Espoo