• Implementing Organization(s): VEGA/Business and Trade Development Program - Bulgaria
• Names: EcoLogic Consultancy (ELC)
• Location: Sofia
• Dates: May 2006
• Funding Organization/Cognizant Officer: USAID Bulgaria, Rayna Dimitrova – CTO, tel. +3592 939 5789

Problem Statement:
EcoLogic Consultancy (ELC) is a comparatively new company which was founded in the middle of 2004. It still has a low turnover and is not yet financially capable of carrying out a concerted marketing campaign. It needed such a campaign in order to be able to grow further, so it requested financial assistance from VEGA/BTD through the Small Grants Program.

Project Focus:
With VEGA/BTD assistance, the company launched a marketing campaign, which included the organization of a series of presentations on the new products and services of ELC to major international business and social organizations. These also included one-on-one meetings with company management in the fields of real estate, wine export and others. The marketing campaign also included the distribution of marketing materials to as wide an audience as possible through diverse advertising channels. The main goal of the project was to advertise and market the cross-cultural services of EcoLogic Consultancy Ltd. to an optimal pool of potential clients, so that the company can increase the number of its clients and revenue and ultimately become a more sustainable service provider.

Key Technical Highlights:

• Presentations in trade fairs and other promotional events
• Production of marketing materials
• Publications in the print press
• Establishment of contacts with potential clients and partners
• Improvement of the company website

Project Methodology:

The company presented its products and services in a specialized international trade fair in Bulgaria, and also to international organizations based in Bulgaria, which might become potential clients. These presentations were lively and engaging, and included useful information on the Bulgarians’ cultural characteristics, values and believes customs and traditions, as well as local dances, local food tasting, etc.

The company also partnered with a Bulgarian foundation that runs a crafts shop, which promotes Bulgarian arts and crafts, and which already has a lot of contacts and established relations with important foreign organizations in Bulgaria. ELC uses the positive image and the developed contact network of the foundation to promote itself, and the two organizations organize joint promotional events.

ELC produced and distributed a series of marketing materials.

The company arranged a few promotional articles in the foreign language print press in Bulgaria, including the magazine of the American Chamber of Commerce in Bulgaria.

ELC partnered with an international tour agency and co-organized its first “cultural expedition” to a cultural and historic site in Bulgaria. The tour agency expressed their willingness to work together in the future, and included ELC in their website.

ELC received a letter of recommendation from a British cross-cultural communications company, which also distributed ELC’s promotional brochure to all large British real estate companies operating in Bulgaria. The customers of these companies are a very important potential market for ELC.

ELC organized two presentations for the members of the International Women’s Club (IWC) in Sofia. With its 200 members IWC is the largest social organization of expatriates in country. The ELC Executive Director has become a member of IWC and through this has established a long term opportunity for marketing the Company’s products to this perspective group of potential clients.

The company updated and improved its web site, so it is more attractive to potential customers. A VEGA/BTD MBA EC volunteer also helped in the development of the website and contributed to a significant portion of the website’s content.

Components of Sustainability:
With the entry of an increasing number of multinational companies and foreign capital in Bulgaria the market for cross-cultural services is growing rapidly. EcoLogic Consultancy claims to be the only Bulgarian company offering cross-cultural training in Bulgaria, so the demand for its services is also growing rapidly. The additional finance received from VEGA/BTD helped the company develop a marketing strategy that successfully targets a specific market segment. The Company has established contacts with good number of potential clients and two business partners and a travel agency which guarantees for the sustainable results of the project.

Results and Impacts:
The most important result from the project VEGA/BTD supported financially is that EcoLogic Consultancy collected a database of contacts and potential counterparts, and also set up important strategic partnerships. The company already has been contacted by many potential partners and customers and has been assigned marketing projects together with business partners for the next six months. ELC is developing and offering a completely new product for the Bulgarian market. That is why the results the project should be assessed with qualitative criteria, not so much with quantitative. The main result is the increase of the company’s popularity parallel to the increase of its list of potential clients. ELC is already known throughout the expatriate community as the only organization that provides intercultural services. A direct result of the project is the cooperation agreement between the company and a travel agency. This agreement has resulted in one assignment for a cross cultural excursion for a group of foreigners for the price of $800. Similar opportunities are expected during the next months.