2. Collective memory identification and (plan for) valorization The “central idea” may be derived through of youth workers (who are the senders of the identification of collective memory. the message) and local communities as well Youth workers can select the most as potential visitors (who are the receivers important memory (i.e. in case that many of the message) (Figure 4). At the same memories are about love stories, this times, by collecting collective memory, it general idea may be the central idea of the is easy to assess the gap between current strategy) -according to their opinion- and perceptions (people’s memories) and locate it in the heart of the strategy. This is reality (history). the common field between the experience Senders field of experience Receivers field of experience Common field of experience Condification Message Decondig source source F.4 3. Formalizing of the proposed marketing model There are many marketing models. These are: However, youth workers should • Product (or service): what is the main focus and select one of them. service or product that communities want One widespread model that is a to propound? foundation one in marketing is • Place: is there any specific part of the the “4Ps” model. 4 Ps represent community needs to be promoted? Which four characteristics that play is the spatial reference of the channels an important role in marketing used for the distribution of the idea? strategy. • Promotion: which way(s) communities will select? (personal selling, advertising, public relations, events and sponshorships – see No. 4) • Price: which is the price/value relationship? 86