London, 12-14-14-15-16 November 2012
Agenda (subject to development)
This is the most inclusive and up-to-date personal development programme available today.
DAY ONE MONDAY 12 NOVEMBER: Introduction and Operations (08:30 - 17:30)
Key Learning Points: Obtain a full understanding of the global economy, investment trends and opportunities; Hear how investment promotion agencies work; Understand how to engage with new investors and how to work with established foreign investors in your region; Become aware of the advanced techniques of Key Account Management; Understand the use of balanced scorecards and other techniques to help make the best use of your time in winning investments.
| 08:30-08:50 |
|
Registration and Welcome |
| 08:50-09:30 |
01 |
The Global Economy and Foreign Direct Investment in Context
|
| 09:30-09:50 |
02 |
The Ideal Trade & Investment Promotion Agency |
| 09:50-10:30 |
03 |
Corporate Investment Decision-Making |
| 10:30-11:00 |
|
Coffee/Tea Break and Networking |
| 11:00-11:45 |
04 |
Trade Promotion Essentials |
| 11:45-12:30 |
05 |
Keynote Investor Presentation (see below)
“The Investment Offer and the Corporate View”
|
| 12:30-13:30 |
|
Lunch + Networking |
| 13:30-15:00 |
06 |
Team Challenge: Managing Enquiries
Team Presentations and Feedback
|
| 15:00-15:30 |
|
Coffee/Tea Break and Networking |
| 15:30-16:00 |
07 |
Investor Aftercare and Investor Servicing |
| 16:00-16:30 |
07b |
Case Studies in Investor Development and Aftercare |
| 16:30-17:00 |
08 |
Questions to Investors |
| 17:00-17:30 |
08b |
CRM Balanced Scorecards and Key Account Management (KAM) |
| 17:30 |
|
Day One Review and Consulting Clinics |
| 19:30 |
|
Academy Dinner Function. Dress: smart casual |
DAY TWO TUESDAY 13 NOVEMBER: Strategy and Strategy Implementation (09:00 - 17:30)
Key Learning Points: How IPAs create winning investment promotion strategy; 15 strategy choices that you should be making; apply strategy development to your own agency organisation; key industry sector briefings - growth opportunities, market segments, how to identify and approach investors in these sectors.
| 09:00-09:05 |
|
Welcome to Day Two
|
09:05-10:00
|
09 |
Strategies to Match Global Economic Conditions |
| 10:00-10:30 |
10 |
“PEST”, “SWOT” and Other Strategic Analytical Techniques |
10:30-11:50
|
|
Coffee/Tea Break and PEST and SWOT Exercise |
10:50-11:45
|
10 |
Feedback from PEST and SWOT Exercise |
11:45-12:30
|
11 |
The Changing Approach of National Economic Promotion Agencies
Case Study Presentation: IDA Ireland.
How the IDA has changed over the years to deliver FDI into Ireland.
|
| 12:30-13:45 |
|
Lunch + Networking |
| 13:45-14:30 |
12
|
Core Investment Promotion Competences - the IDA Experience
Use of Media Relations in Investment Promotion
Sector Value Propositions: Clean Technologies
|
| 14:30-15:00 |
13
|
Strategic Planning Task |
| 15:00-15:30 |
|
Coffee/Tea Break and Networking |
| 15:30-16:15 |
14
|
Strategic Planning Task |
| 16:15-17:00 |
14
|
Feedback on Strategic Planning Task |
| 17:00-17:30 |
|
Q&A, Close of Day Two and Consulting Clinics |
DAY THREE WEDNESDAY 14 NOVEMBER: Marketing and Communications (09:00 - 17:30)
Key Learning Points:The latest advice in place branding; making full use of media relations; lead generation through events and direct marketing; smart results from building and working your networks; apply these ideas with others and also for your own organisation.
| 09:00-09:05 |
|
Welcome to Day Three
|
09:05-09:20
|
15
|
The Investment Promotion Planning Model |
| 09:20-10:00 |
16 |
Essential Promotional Tools to Generate Investment Leads |
| 10:00-10:30 |
17 |
Networking Strategy and its Implementation |
10:30-11:50
|
|
Coffee/Tea Break |
10:50-11:45
|
18 |
Expert Marketing Presentation
Events and Lead Generation Campaigns
|
11:45-12:30
|
19 |
Expert Marketing Presentation (see below)
Strategic PR in FDI Attraction
|
| 12:30-13:45 |
|
Lunch + Networking |
| 13:45-14:30 |
20
|
Core Investment Promotion Competences – Industry Networking
Experiences of promoting Wales and Hong Kong over 10 years
How to identify investment potential through personal networks
|
| 14:15-15:00 |
21
|
Proposition Based Marketing
|
| 15:00-15:30 |
|
Coffee/Tea Break and Networking |
| 15:30-16:15 |
22
|
The Investment Promotion Planning Challenge |
| 16:15-17:00 |
22
|
Feedback Investment Promotion Planning |
|
23 |
Performance Measurement Systems |
| 17:00-17:30 |
|
Q&A, Close of Day Three and Consulting Clinics |
DAY FOUR THURSDAY 15 NOVEMBER: Website and E-Marketing (09:00 - 17:30)
Key Learning Points: The latest in agency websites and internet presence; how to review your agency's emarketing status; using emarketing to create awareness and generate leads; how to harness social networking; which other internet tools can work to promote your region.
| 09:00 |
|
Welcome to Day Four |
| 09:05-09:40 |
24 |
Website and E-marketing – The Essentials |
| 09:40-10:15 |
25 |
Results from the GDP Global E-communications Benchmarking Programme |
| 10:15-10:30 |
26 |
Conduct your Agency e-Marketing SWOT Analysis |
| 10:30-10:50 |
|
Coffee Break and Networking |
| 10:50-11:45 |
26 |
Feedback on your Agency e-Marketing SWOT Analysis |
| 11:45-12:45 |
27 |
Expert E-Marketing Presentation (see below)
Social Media and How to Use It
|
| 12:45-13:45 |
|
Lunch + Networking |
| 13:45-14:45 |
28 |
Expert Marketing Presentation (see below)
Essential Add-ons to Your Website
|
| 14:45-15:00 |
29 |
Agency E-Marketing Challenge: Creating a e-Marketing Strategy and Plan |
| 15:00-15:30 |
|
Coffee/Tea Break and E-Marketing Challenge |
| 15:30-16:15 |
30 |
Additional E-Marketing Presentation (SEO, E-Campaigns etc.) |
| 16:15-17:00 |
29 |
Feedback on Challenge: The e-Marketing Strategy and Plan |
|
| 17:00-17:30 |
|
Q&A, Close of Day Four and Consulting Clinics |
|
DAY FIVE FRIDAY 16 NOVEMBER: Best Practices in Investment Promotion (09:00 - 13:00)
Key Learning Points: How top investment promotion agencies develop and adapt their approaches to remain successful; world best practices in place marketing - highlighting the top 15-20 agencies from around the world; applying all learnings to your own personal action plan for the coming months.
| 09:00 |
|
Welcome to Day Five
|
| 09:05-10:00 |
31 |
Strategy Benchmarking: How Agencies Perfect Strategy Over Time |
|
10:00-10:20
|
|
Q&A
|
| 10:20-10:45 |
|
Coffee Break and Networking
|
| 10:45-11:30 |
32 |
IPA Performance Benchmarking
Excellence Investor Service and Facilitation
|
| 11:30-12:15 |
33 |
Marketing Benchmarking:
World Best Practice in Marketing Positioning |
| 12:15-12:30 |
|
Q&A, Close of CIPP 2011 Programme
|
| 12:30 |
|
Lunch +Networking |
|
|
|
Presentation
|
Day
|
1
|
“The Investment Offer and the Corporate View”
Keynote Speaker: Andrew Fraser, International Senior Advisor
Mitsubishi Corporation International (Europe) Plc.
|
Keynote |
Day One |
2
|
IPA Expert Presentations:
The Changing Approach of National Economic Promotion Agencies
Case Study Presentation: IDA Ireland.
How the IDA has changed over the years to deliver FDI into Ireland.
Core Investment Promotion Competences - the IDA Experience
Use of Media Relations in Investment Promotion
Sector Value Propositions: Clean Technologies
Guest Speaker: George Bennett, Senior Manager, IDA Ireland
|
IPA Best Practice |
Day Two |
| 4 |
Core Investment Promotion Competences – Industry Networking
Experiences of promoting Wales and Hong Kong over 10 years
How to identify investment potential through personal network
Guest Speaker: David Parker, Head of Investment Promotion - London Office, Invest Hong Kong
|
IPA Best Practice |
Day Three |
|
Strategic PR in FDI Attraction
Guest Speaker: Jon Aarons, Senior Managing Director, FTI Consulting |
Media and Intelligence |
Day Three |
|
IPA Marketing Intelligence Presentation
Guest presenter: Courtney Fingar, Editor, FDi Magazine
|
Communications and Identity
|
Day Three |
7
|
Expert e-Marketing Presentation
Guest Speaker: Alex Burley, Client Services Director, Tullo Marshall Warren Limited, London
|
Digital Marketing
|
Day Four |
|
