Workshop Program

FUNDAMENTALS OF INVESTMENT PROMOTION

Ankara, Turkey March 2-4 and March 7-9, 2016

WEDNESDAY, MARCH 2 / MONDAY, MARCH 7

8:30 – 9:00 Introductions of workshop participants and trainers

9:00 – 9:30 Introduction to the workshop agenda

9:30 – 10:00

Understanding Investment (Foreign and Domestic)

The benefits and drawbacks of investment: Why promote?

The different types of FDI / domestic investment

The Investment life cycle

10:00 – 10:45

FDI Trends & The Role of IPIs

Global, regional and local FDI trends

Trends shaping the global investment landscape: Emerging market growth, talent landscape, Industry sector trends and Urban competitiveness

10:45 – 11:00 Coffee break

11:00 – 11:45

The Site Selection Process from the Investor’s Point of View

Motivations for FDI – Key drivers motivating investors to invest and expand

Understanding the Investor decision making process – new determinants and factors that investors consider

Review of several case studies that showcase different corporate strategies on site selection

Most Common Mistakes IPAs make

11:45 – 12:30 The Role of IPIs and the Importance of Forging Partnerships

Bridge the corporate information gap

Investment promotion is a country wide effort – IPIs coordinate

Successful ingredients for effective Investment Promotion

Global Investment Promotion Benchmarking: what are the lessons?

What investors expect from IPIs

12:30 – 13:00 Subnational and local Level IPIs

Investors invest locally: The importance of local knowledge & networks

Review of the site selection process: the regional and local perspective

The importance of national-subnational collaboration

Case Study: Brazil – a model based on efficient and effective use of resources

13:00 – 14:00 Lunch

14:00 – 15:30 Exercise: Developing content and processes for effective responses

to investor inquiries

Participants will be given a mock investor inquiry and asked to formulate the contents of the response, name likely sources for necessary data, suggest ways to add promotional value, and strategize around how to effectively communicate with the inquiring investor

Discussion and wrap-up, covering work done by participants and a real example of a world-class inquiry response

15:30 – 16:00 Coffee Break

16:00 – 17:00 The Basics of Effective Investment Facilitation

On-line presence: The most cost efficient IPI marketing tools (website and

social media)

On-line marketing best practices

The investor information system

The goals of facilitation: securing the site visit and convincing investors to invest

The Investor Tracking System

Homework: Forging Partnerships to maximize the promotional effort – provide an overview of

how these affect the overall IP effort – the idea is to demonstrate the coordination

role of IPIs and that IP is a country or region-wide effort.

Reading

THURSDAY, MARCH 3 / TUESDAY, MARCH 8

8:30 – 9:00 Ice breaker: participants select any object and must spend 3 minutes trying to

sell it convincingly to the colleague sitting to their right. Reverse participants

and do the same for another 3 minutes.

9:00 – 9:45

Preparing an Investment Promotion Strategy for Your Province

What is an investment promotion strategy?

Steps to develop and investment promotion strategy and program

Establishing SMART goals – Strategy, program and activities

Stakeholder engagement begins at this stage

9:45 – 11:30

Group Exercise: Determining competitiveness in priority sectors

Participants from each province will adopt a priority sector and through a structured list of questions, explore their competitive strengths and weaknesses, the types of companies which could be attracted on that basis, and top competitors (domestic and foreign) for that investment.

Participants will discover which other provinces are targeting similar investment, discuss existing value chains throughout Turkey, and consider the extent to which ISOs targeting the same sector may be competitors or potential collaborators

Coffee made available in the room during the exercise

11:30 – 12:00 Articulating Your Value Proposition and Building a Marketing

Message around It

Distilling a powerful value proposition

Structure and content for an effective marketing message

12:00 – 13:00 Lunch

13:00 – 15:30 Exercise –Developing and delivering your pitch

Participants use workshop lessons and the 8-minute PPT pitch prepared in advance of the workshop to distill a highly focused 30-second pitch, build a solid 3-minute pitch (without PPT), and build an improved 8-minute PPT pitch

Pitch competition: Participants compete in successive elimination rounds to arrive at a champion. All participants deliver the 30-second pitch. Those that advance deliver the longer pitches.

15:30 – 15:45 Coffee Break

15:45 – 16:30 Proactive Promotion

What is proactive promotion? Goal of all proactive promotion activities: lead generation

Establishing clear targets and the importance of M&E

The importance of tracking all IP activities: credibility, learning opportunity, seeking cost effectiveness and feeding lessons into successive strategies.

16:30 – 17:00

Lead Generation

Defining target investor profile

Define target markets

Different sources for lead generation

Tracking diligently the lead generation sources for more successful IP program

17:00 – 17:30 Discussion on Homework reading case studies on creating effective partnerships and the results of collaboration

FRIDAY, MARCH 4 / WEDNESDAY, MARCH 9

8:30 – 9:00 Coffee

9:00 – 9:45 Planning for Investor Aftercare

What is aftercare and why do it

Identifying the scope of action for your aftercare program: establish the level of service (proactive vs reactive)

Identifying partners and stakeholders who can assist or participate in the aftercare program

Selecting target investors

Aftercare tools: The ITS, IIS, the aftercare questionnaire

9:45 – 10:30

The Aftercare Visit

Asking for a meeting

Preparing for the meeting

Conducting the meeting

Follow-up: problem solving or new investment project

10:30 – 10:45 Coffee break

10:45– 11:30

Exercise: Solving investor problems

Participants are given mock investor problems, from those impeding daily operations to those constraining growth and diversification, for specific project types in Turkish provinces. In groups, participants strategize around possible solutions, including stakeholder engagement.

11:30 – 12:15 Communicating the Aftercare Program

Communicating the aftercare services to investors and stakeholders

Securing stakeholder collaboration and participation

Communicating results from data collected: identified trends and issues affecting foreign and local investors

Generate testimonials (different media formats)

Create a network of “ambassadors”

Review of different investor aftercare models and programs: Bosnia

and Herzegovina, Czech Republic, Korea, Netherlands and

Pennsylvania.

12:15– 13:15 Lunch

13:15 – 14:00 Developing Investment Promotion Materials

Different types of promotional materials

Basic guidelines on developing different promotional materials – brochures, leaflets, PPT presentations and on-line marketing

Promotional techniques and most effective marketing efforts – different outlets for promotion – understanding the different objectives for different activities

Managing information and selling your location – achieving the right balance

14:00 – 16:30 Interview meetings with Investor Support Offices