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

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 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
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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

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