PresentacióN Panama


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PresentacióN Panama

  1. 1. NaTion Branding program Ethical Trade Government advisory
  2. 2. Nation branding and country image: Opportunities Richard Griffiths Director, Ethical Trade –Panama,Bogota,New York
  3. 3.
  4. 4. Public relations consultancies <ul><li>Generate positive media coverage with International Press and media </li></ul><ul><li>Develop ongoing relationships with journalists and editors </li></ul><ul><li>Develop progams with celebrities and world influencers </li></ul><ul><li>Create targeted high profile events for country, political candidate and regions </li></ul>
  5. 5. 3 key elements of branding theory <ul><li>Brand identity- What do you want to say about your country ? </li></ul><ul><li>Brand image-What is the image you want to project? </li></ul><ul><li>Brand positioning- How do we position the brand? </li></ul>
  6. 6. Identity versus image <ul><li>A simple but robust perspective: </li></ul><ul><ul><li>Identity refers to what something truly is, its essence </li></ul></ul><ul><ul><li>Image refers to how something is perceived </li></ul></ul><ul><li>There is frequently a gap between these two states </li></ul>
  7. 7. Image-formation factors Nation-brand campaigns Behaviour of citizens Export brands Sports performances Politics National stereotypes Word of mouth Personal experience COUNTRY IMAGE
  8. 8. Conceptual model of nation-brand identity and image Nation-brand identity Key components: History Language Territory Political regime ArchitPERe ecture Sport Literature Art Religion Education system Icons Landscape Music Food & drink Folklore Communicators of nation-brand identity Branded exports Sporting achievements The diaspora Marketing communications Brand ambassadors Cultural artefacts Govt foreign policy Tourism experience Prominent personalities Nation-brand image Audiences: Domestic consumrs External consumers Domestic firms External firms Inward investors Governments Media
  11. 11. PANAMA- Culture
  13. 13. Ethical Trade? <ul><li>Ethical Trade is an internationally recognized leader as private marketing experts in the field of international relations and works with innovative global and regional corporations to commercialize ethically and socially responsible products. </li></ul><ul><li>Ethical Trade aims to achieve this not through charitable donation, but through expert marketing and product/brand consultation in order to create sustainable businesses and sustainable futures. </li></ul><ul><li>Ethical Trade builds multi-tiered relationships with ethically astute organizations in order to bring together the beneficial elements of many, for a joint focus. </li></ul>Ethical Trade
  14. 14. Richard Griffiths, Founder <ul><li>As founder of Ethical Trade, Richard Griffiths has already had a distinguished career and has ties, past and present. </li></ul><ul><li>Strategic Relations; </li></ul><ul><ul><li>NASA </li></ul></ul><ul><ul><li>California Highway patrol </li></ul></ul><ul><ul><li>VW </li></ul></ul><ul><ul><li>US NAVY </li></ul></ul><ul><ul><li>  </li></ul></ul><ul><ul><li>Canadian Dept of Transport   </li></ul></ul><ul><ul><li>Warner Bros.   </li></ul></ul><ul><ul><li>Walt Disney   </li></ul></ul><ul><ul><li>M.I.T   </li></ul></ul>Ethical Trade
  15. 15. Ethical Trade Successes <ul><li>Alcaldia Bogota- Increased Mayors image by 30% May-September 2009 </li></ul><ul><li>Asocolflores </li></ul>Ethical Trade
  16. 16. Ethical Trade Successes <ul><li>USAID – Ethical Trade and USAID have formed a relationship so that Ethical Trade expertise can be made available to USAID supported programs. </li></ul><ul><li>Tecnovo - A foundation aimed at providing vulnerable people (displaced, demobilized, disabled etc) with work and skill sets. Ethical Trade re-develops current products, generates new clients and develops their social responsibility message. </li></ul><ul><li>Asocolflores – Largest Colombian flower growers organization. Ethical Trade was awarded the contract to develop and execute the largest PR campaign to date, aimed at raising awareness of Colombian flowers in the US market. </li></ul><ul><li>G2B - Grower2Buyer is a Colombian grower and exporter of fresh cut flowers. Ethical Trade linked them with Tecnovo to create a unique and highly marketable ‘miniature rose’ product with a vase made by the vulnerable people at Tecnovo. </li></ul>Ethical Trade
  17. 17. Our Work with USAID <ul><li>Ethical Trade represent the marketing arm for USAID Colombia. </li></ul><ul><li>For the purposes of USAID, this is essentially based upon the commercialization of products that they support. </li></ul><ul><li>Ethical Trade and USAID Colombia have signed a Memorandum of Understanding together as a formal commitment to long-term co-operation </li></ul><ul><li>They have been in partnership since May 2008. </li></ul><ul><li>USAID are not involved with this project </li></ul>Ethical Trade
  18. 18. With US AID... Visiting Coffee growers in Pitalito, Huila Ethical Trade
  19. 19. With Asocolflores <ul><li>Ethical Trade has just secured the complete International marketing contract with Asocolflores to promote their products and Social message. </li></ul><ul><li>This contract is based on the new jointly-developed direction that aims promote flowers as an example of the best of Colombian quality. </li></ul><ul><li>After years of high growth and success, Colombia’s floral industry is now of help as the dollar is weak and fuel prices are high. </li></ul>Ethical Trade
  20. 20. With Asocolflores Ethical Trade
  21. 21. Media and press for NYC event <ul><li>CNN OVER 5,000,000 (USD) press </li></ul><ul><li>FOX </li></ul><ul><li>ABC </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>NEW YORK TIMES </li></ul><ul><li>WALL STREET JOURNAL </li></ul>
  22. 22. Hilary Duff: Colombia August 15
  24. 27. Asocolflores -Colombia
  25. 28. Ministry of Foreign affairs –CANADA –Floral crisis
  26. 29. University of Medellin Alternative energy-project
  27. 30. NASA- COLOMBIA Green Project 2009
  28. 31. OBAMA Campaign -2009
  29. 32. Alternative Energy CNN
  31. 34. Julia Roberts- Colombia 2010
  32. 35. Colombia –Branding NYC
  33. 36. Colombia –Branding NYC
  34. 37. branding - Colombia 2010 Maxwell school Diplomacy scholar
  36. 39. JUAN VALDEZ NEW YORK 2010
  37. 40. Alternative energy branding
  38. 41. Country branding
  39. 42. Country branding- ECO HOTEL PROJECt
  40. 43. Campaign goals <ul><li>Raise Panama’s economic profile among 5 leading target investment countries: </li></ul><ul><ul><li>USA, UK, Germany, Japan, China </li></ul></ul><ul><li>Improve foreign investor opinions of Panama </li></ul><ul><li>Create solid relationships with foreign investors for long-term dialogue </li></ul><ul><li>Create stronger IMAGE for Panama as tourism destination focusing on culture, eco-friendly and adventure travel </li></ul>
  41. 44. Campaign strategy <ul><li>Focus on boosting visibility & credibility </li></ul><ul><li>Tangible facts and testimonials from international corporations already doing business in Panma </li></ul><ul><li>Senior executives from 12 reputable global companies (e.g., FedEx, Toyota, Xerox, GE, Sony) described: </li></ul><ul><ul><li>The ease of setting up; the access to qualified talent; the convenience of a central location </li></ul></ul>
  42. 45. Emphasizing Panamas attractiveness <ul><li>Flexible labor laws/ lower cost labour </li></ul><ul><li>Superior healthcare system </li></ul><ul><li>Diverse business clusters </li></ul><ul><li>Statistical benchmarks displaying competitiveness in categories such as: </li></ul><ul><ul><li>Real-estate costs, employee salaries, tax rates </li></ul></ul>
  43. 46. Emphasizing Panamas attractiveness Tourism <ul><ul><li>Direct flights from Major US hubs- NY- Miami </li></ul></ul>
  44. 47. Emphasizing Panamas attractiveness Tourism j
  45. 48. High-impact FREE PRESS – <ul><li>Over 185 direct media contacts for free press on PANAMA: </li></ul><ul><ul><li>Financial Times, Wall Street Journal, People magazine, Vanity fair , vogue, Newsweek, NY times </li></ul></ul><ul><li>Small micro events for New York, Chicago, Toronto </li></ul><ul><li>Press and media tours </li></ul><ul><li>Celebrity visits: social, tourism, environmental, Government </li></ul>
  46. 49. Face-to-face contacts <ul><li>IFA executives met with economic leaders and potential investors at nearly 150 high-profile events during the campaign, including: </li></ul><ul><ul><li>World Economic Forum in Davos </li></ul></ul><ul><ul><li>Business Week Leadership Forum </li></ul></ul><ul><ul><li>Fortune Innovation Forum </li></ul></ul>
  47. 50. Campaign results Colombia <ul><li>61% of respondents in USA and UK said it made them view Colombia in a new light </li></ul><ul><li>25% increase in Tanzanian visability </li></ul>
  48. 51. Conclusions <ul><li>Media strategy needs to be balanced by face-to-face contacts </li></ul><ul><li>Allocate resources to building long term relationships with investors and other target audiences </li></ul><ul><li>Develop a collaborative approach between different Government Ministries and Departments </li></ul><ul><li>Press brings tourism and investment </li></ul>
  49. 52. Budget for review PANAMA BRANDING PROJECT TOTAL 10,000 Per month 3-6 months
  50. 53. The FIST (fully inclusive stakeholder) approach Government Public sector organizations Private sector organizations Citizens Tourism board Inward investment agency Economic development agency Trade associations Chambers of commerce PSC brands Not-for-profit organizations Diaspora