World Association Of Investment Promotion Agencies
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28Feb05
World Association of Investment Promotion Agencies
WORKSHOP 7 - 8 MARCH 2005 , GENEVA
& STEERING COMMITTEE MEETING 8 MARCH 2005 , GENEVA
Strategic Marketing and Image Building for IPAs, sponsored by IBM - Plant Location International (Room XXVII) The first World Association of Investment Promotion Agencies (WAIPA) workshop in 2005—Strategic Marketing and Image Building for Investment Promotion Agencies (IPAs), will feature sessions on Investor Location Decision Making, Designing and Implementing an Effective Marketing Strategy, Image Building, and Investor Development or After Care Services, among others. The workshop will utilize a number of exercises and case studies, focusing in particular on China and more generally on Asia.
MONDAY 7 MARCH 2005 9:00-9:15
Welcome ¾ Representatives of UNCTAD ¾ Representatives of IBM-PLI
9:15-9:30
Introduction
Objective:
To set the overall stage for the workshop ¾ Present the workshop objectives and outline ¾ Present the "Strategic Marketing" concept ¾ Roundtable presentation of the participants
9:30-10:30
Module 1: Understanding Investor’s Location Decision Making
Objective:
To understand the importance of investors' viewpoint as a basis for fulfilling the investors' needs ¾ The dynamics of the overall FDI Market ¾ Current global location strategies ¾ Recent FDI trends globally and in the region
10:45-12:00
Module 1 (cont’d): Understanding Investor’s Location Decision-Making ¾ The TNCs decision-making process ¾ How IPAs can/should interact in investors location decision process ¾ Exercises
12:00-12:45
Roundtable discussions
12:45-14:00
Lunch Break
14:00-15:30
Module 2: Designing the Marketing Strategy 1
* Confirmed
28Feb05
World Association of Investment Promotion Agencies Objective:
To create awareness of all different elements, which need to be considered when designing a pro-active marketing strategy ¾ Key elements to be considered ¾ Principles of location marketing ¾ Re-active versus pro-active marketing ¾ Location as a product: The competitive positioning of the location
15:45-17:00
Module 2: Designing the Marketing Strategy (cont'd) ¾ Location as a product: The competitive positioning of the location (cont'd) ¾ Exercises
17:00-17:30
Roundtable discussion
TUESDAY 8 MARCH 2005 9:00 -10:30
Module 3: Implementing the Marketing Strategy
Objective:
To discuss various options and techniques available for implementing the marketing strategy ¾ Public relations and advertising ¾ What data do investors need? What data do location consultants need? ¾ Marketing during interactions with prospects (field work, market research, etc.) ¾ “Happy Investors” as a marketing tool ¾ Marketing in lead generation (company targeting and aftercare) ¾ The sales approach
10:45 - 11:45 Case Study – To be determined 11:45 - 12:30 Case Study – To be determined 12:30 - 13:00 Roundtable discussion 13:00 - 15:00 Lunch Break 15:15 - 16:00 Case Study – an example of international/regional cooperation on investment promotion 16:15 - 17:30 After Care Services (ACS) / Investor Development Objective:
To present the role of ACS in generating additional investment, and discuss approaches used in designing and implementing a successful ACS programme ¾ Introduction of ACS principles and objectives ¾ Integrating ACS in an IPA's daily work ¾ Creating a successful ACS programme
17:30-18:00
Roundtable discussion
18:00-18:30
Evaluation and conclusions ¾ UNCTAD and IBM –PLI closing remarks ¾ Distribution of certificates 2
* Confirmed
28Feb05
World Association of Investment Promotion Agencies
Steering Committee Meeting (Room E-7050/52) TUESDAY 8 MARCH 2005 16:00 - 18:00
Steering Committee Meeting
18:00 - 19:00
Cocktail hosted by the Division on Investment, Technology and Enterprise Development (DITE), United Nations Conference on Trade and Development (UNCTAD) 3rd Floor, outside the room XX, Palais des Nations
19:30 - 00:00
Steering Committee Dinner sponsored by Manotel Manotel, Hotel Epsom, Rue Richemont 18, 1202 Geneva
3 * Confirmed
World Association of Investment Promotion Agencies
WORKSHOP 7 - 8 MARCH 2005 , GENEVA
& STEERING COMMITTEE MEETING 8 MARCH 2005 , GENEVA
Strategic Marketing and Image Building for IPAs, sponsored by IBM - Plant Location International (Room XXVII) The first World Association of Investment Promotion Agencies (WAIPA) workshop in 2005—Strategic Marketing and Image Building for Investment Promotion Agencies (IPAs), will feature sessions on Investor Location Decision Making, Designing and Implementing an Effective Marketing Strategy, Image Building, and Investor Development or After Care Services, among others. The workshop will utilize a number of exercises and case studies, focusing in particular on China and more generally on Asia.
MONDAY 7 MARCH 2005 9:00-9:15
Welcome ¾ Representatives of UNCTAD ¾ Representatives of IBM-PLI
9:15-9:30
Introduction
Objective:
To set the overall stage for the workshop ¾ Present the workshop objectives and outline ¾ Present the "Strategic Marketing" concept ¾ Roundtable presentation of the participants
9:30-10:30
Module 1: Understanding Investor’s Location Decision Making
Objective:
To understand the importance of investors' viewpoint as a basis for fulfilling the investors' needs ¾ The dynamics of the overall FDI Market ¾ Current global location strategies ¾ Recent FDI trends globally and in the region
10:45-12:00
Module 1 (cont’d): Understanding Investor’s Location Decision-Making ¾ The TNCs decision-making process ¾ How IPAs can/should interact in investors location decision process ¾ Exercises
12:00-12:45
Roundtable discussions
12:45-14:00
Lunch Break
14:00-15:30
Module 2: Designing the Marketing Strategy 1
* Confirmed
28Feb05
World Association of Investment Promotion Agencies Objective:
To create awareness of all different elements, which need to be considered when designing a pro-active marketing strategy ¾ Key elements to be considered ¾ Principles of location marketing ¾ Re-active versus pro-active marketing ¾ Location as a product: The competitive positioning of the location
15:45-17:00
Module 2: Designing the Marketing Strategy (cont'd) ¾ Location as a product: The competitive positioning of the location (cont'd) ¾ Exercises
17:00-17:30
Roundtable discussion
TUESDAY 8 MARCH 2005 9:00 -10:30
Module 3: Implementing the Marketing Strategy
Objective:
To discuss various options and techniques available for implementing the marketing strategy ¾ Public relations and advertising ¾ What data do investors need? What data do location consultants need? ¾ Marketing during interactions with prospects (field work, market research, etc.) ¾ “Happy Investors” as a marketing tool ¾ Marketing in lead generation (company targeting and aftercare) ¾ The sales approach
10:45 - 11:45 Case Study – To be determined 11:45 - 12:30 Case Study – To be determined 12:30 - 13:00 Roundtable discussion 13:00 - 15:00 Lunch Break 15:15 - 16:00 Case Study – an example of international/regional cooperation on investment promotion 16:15 - 17:30 After Care Services (ACS) / Investor Development Objective:
To present the role of ACS in generating additional investment, and discuss approaches used in designing and implementing a successful ACS programme ¾ Introduction of ACS principles and objectives ¾ Integrating ACS in an IPA's daily work ¾ Creating a successful ACS programme
17:30-18:00
Roundtable discussion
18:00-18:30
Evaluation and conclusions ¾ UNCTAD and IBM –PLI closing remarks ¾ Distribution of certificates 2
* Confirmed
28Feb05
World Association of Investment Promotion Agencies
Steering Committee Meeting (Room E-7050/52) TUESDAY 8 MARCH 2005 16:00 - 18:00
Steering Committee Meeting
18:00 - 19:00
Cocktail hosted by the Division on Investment, Technology and Enterprise Development (DITE), United Nations Conference on Trade and Development (UNCTAD) 3rd Floor, outside the room XX, Palais des Nations
19:30 - 00:00
Steering Committee Dinner sponsored by Manotel Manotel, Hotel Epsom, Rue Richemont 18, 1202 Geneva
3 * Confirmed
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