The UKTI Marketing Inward Investment Campaign Team aims to grow its pipeline of investments over three years through targeted marketing. Its strategy considers segmentation by theme, sector, or market. Key messages include promoting the UK as "GREAT," experimental, or a safe investment choice. Objectives include emphasizing promising segments, ensuring high quality marketing materials, and supporting the sales process. Recommended activities justify supporting customer and market research, digital campaigns, videos, brochures and an online map to engage investors. The plan outlines team roles and an evaluation framework using web, social media and sales metrics to measure outcomes like number of investments.
Media Markt, Europe’s largest consumer electronics retailer, entered China in 2010 by opening its second-largest store worldwide. Understand how Media Markt China created a novel ERP suite within 12 months by a collaborative, distributed team leveraging an agile scrum methodology. This ERP implementation facilitated the opening of stores in Asia and prepared for an aggressive growth of the Chinese market.
Net star partners company presentation eng 2S2014 version 1.0Jaime Nistal
Hands-on Strategy Consulting Boutique. Our value proposition focuses on helping our clients build strong business drivers such as growth programs through innovation, internationalization programs, and business development plans, founded on strong sales and marketing performance capabilities. We believe that sales & marketing performance and innovation drive business value.
Business Investments and Planning - Venstone AGVenstone AG
Few products offered to the market without that other similar products already exist (direct competition) or not others can be proposed substitution (indirect competition). We must take into account what may be near, or meet the same uses to determine where to place the product or service to deal with such another, which will set the arguments and rates.
Media Markt, Europe’s largest consumer electronics retailer, entered China in 2010 by opening its second-largest store worldwide. Understand how Media Markt China created a novel ERP suite within 12 months by a collaborative, distributed team leveraging an agile scrum methodology. This ERP implementation facilitated the opening of stores in Asia and prepared for an aggressive growth of the Chinese market.
Net star partners company presentation eng 2S2014 version 1.0Jaime Nistal
Hands-on Strategy Consulting Boutique. Our value proposition focuses on helping our clients build strong business drivers such as growth programs through innovation, internationalization programs, and business development plans, founded on strong sales and marketing performance capabilities. We believe that sales & marketing performance and innovation drive business value.
Business Investments and Planning - Venstone AGVenstone AG
Few products offered to the market without that other similar products already exist (direct competition) or not others can be proposed substitution (indirect competition). We must take into account what may be near, or meet the same uses to determine where to place the product or service to deal with such another, which will set the arguments and rates.
TCI Pathway working with Pera Technology on Horizon 2020 funding UKThe Pathway Group
TCI Pathway Ltd working with Pera Technology are colloborating on a record breaking new product development fund to support innovation in European SMEs.
The scheme, administered by TCI Pathway Ltd with backing of Pera Technology, is part of the EU Horizon 2020 initiative which has committed €82 billion to furthering research and innovation in SMEs over the next 5 years.
The fund will enable individual businesses able to claim up to €3 million for new product development.
The new funding scheme is more than twice the size of the previous SME support pot and aims to see 1,000s of new products developed in Europe before 2020.
Manufacturing and engineering firms are the most likely to benefit from this new source of financial support for innovation and historically, UK businesses have been among the most successful in accessing the new product development funding – second only to Spanish firms and significantly outperforming SMEs in the EU’s two largest economies, Germany and France.
Furthermore, this new funding scheme has been developed to improve ease of access for SMEs. Unlike previous budgets, Horizon 2020 does not require SME businesses to join larger consortiums, the application process has been made simpler and the European Commission will be obliged to provide a response to funding applications within six months of submission.
In order to be applicable for the larger research and development fund businesses must demonstrate market demand and there is a feasibility study grant of €50,000 lump sum available to business for this purpose.
This level of funding is very unique and been made available to small and medium sized business for new product development purposes. The UK is in an enviable position to benefit from this EU grant opportunity fund, having overtaken the two largest economies in Europe in terms of bidding success. There is no doubt that the larger amount of funding and fewer restrictions associated with Horizon 2020 will see more businesses than ever before applying.
SMEs have been identified by the European Commission and national governments within the EU as the source of future economic growth. There are 20 million SME businesses in the EU and 4.8 million in the UK.
Please contact Principal of TCI Pathway Ltd - Safaraz Ali on 0121 7070550 or by mobile: 07974650751
Horizon 2020 - EU Funding Opportunities, SME instrumentThe Pathway Group
Horizon 2020 - Find out about current EU funding opportunities.
Horizon 2020 is designed to be simpler than previous European Commission funding programmes with only two funding rates for direct costs and a single flat rate for indirect costs. The evaluation and negotiation processes have been speeded up to reduce the time between the Call deadline and projects starting.
UC STRATEGY has covered a wide spectrum of financial services like broking firms, investment services, banking & financial consulting, evergreen national banks, numerous private banks, mutual funds, car and home loans, equity market and other banking services. UC STRATEGY experience in the banking financial services spans across Growth Strategy, Business Plans and Feasibility Studies.
Prescriptive SellingTM en game changer ift at sikre en effektiv salgsstyrkeMicrosoft
Konkurrencen øges og kampen om markedsandele har aldrig været hårdere i både modne og nye markeder. Prescriptive SellingTM er et perspektiv på hvordan man effektivt kan sikre vækst i sine salgskanaler gennem struktureret brug af data og aktivt lederskab. Prescriptive SellingTM er en salgsmodel der har bevist sit værd i en række skandinaviske og internationale virksomheder. Med udgangspunkt i faktiske cases, vil Qvartz fortælle om modellen og hvordan man i praksis kan sikre at ens salgsstyrke fokuserer på det som er mest værdifuldt for virksomheden.
v. Jens Friis Hjortegaard, Partner, Qvartz
"Global-Arena.com FDI online marketing" highlights the challenges facing economic development agencies in the online promotion of their business locations for FDI attraction.
The presentation suggests a set of possible solutions.
Investor relations online. IR website BowenCraggs Moscow Nov2010 RUSAndrey Podderegin
Investor relations: What to do online? David Bowen`s presentation at "Advanced IR" Conference, Moscow, November 2010
This presentation gives:
A suggested general approach
Best practices from around the web
Specific ideas to consider
"The Agricultural Growth and Development Policy (AGRODEP) Modeling Consortium" presentation by Tidiane Ngaido, Ousmane Badiane, Maximo Torrero, and Antoine Bouet at the NEPAD, IFPRI, AGRA and World Bank Meeting to Align Efforts on Agricultural Policy and Knowledge Systems, Dakar, Senegal, January 6-7, 2009.
TCI Pathway working with Pera Technology on Horizon 2020 funding UKThe Pathway Group
TCI Pathway Ltd working with Pera Technology are colloborating on a record breaking new product development fund to support innovation in European SMEs.
The scheme, administered by TCI Pathway Ltd with backing of Pera Technology, is part of the EU Horizon 2020 initiative which has committed €82 billion to furthering research and innovation in SMEs over the next 5 years.
The fund will enable individual businesses able to claim up to €3 million for new product development.
The new funding scheme is more than twice the size of the previous SME support pot and aims to see 1,000s of new products developed in Europe before 2020.
Manufacturing and engineering firms are the most likely to benefit from this new source of financial support for innovation and historically, UK businesses have been among the most successful in accessing the new product development funding – second only to Spanish firms and significantly outperforming SMEs in the EU’s two largest economies, Germany and France.
Furthermore, this new funding scheme has been developed to improve ease of access for SMEs. Unlike previous budgets, Horizon 2020 does not require SME businesses to join larger consortiums, the application process has been made simpler and the European Commission will be obliged to provide a response to funding applications within six months of submission.
In order to be applicable for the larger research and development fund businesses must demonstrate market demand and there is a feasibility study grant of €50,000 lump sum available to business for this purpose.
This level of funding is very unique and been made available to small and medium sized business for new product development purposes. The UK is in an enviable position to benefit from this EU grant opportunity fund, having overtaken the two largest economies in Europe in terms of bidding success. There is no doubt that the larger amount of funding and fewer restrictions associated with Horizon 2020 will see more businesses than ever before applying.
SMEs have been identified by the European Commission and national governments within the EU as the source of future economic growth. There are 20 million SME businesses in the EU and 4.8 million in the UK.
Please contact Principal of TCI Pathway Ltd - Safaraz Ali on 0121 7070550 or by mobile: 07974650751
Horizon 2020 - EU Funding Opportunities, SME instrumentThe Pathway Group
Horizon 2020 - Find out about current EU funding opportunities.
Horizon 2020 is designed to be simpler than previous European Commission funding programmes with only two funding rates for direct costs and a single flat rate for indirect costs. The evaluation and negotiation processes have been speeded up to reduce the time between the Call deadline and projects starting.
UC STRATEGY has covered a wide spectrum of financial services like broking firms, investment services, banking & financial consulting, evergreen national banks, numerous private banks, mutual funds, car and home loans, equity market and other banking services. UC STRATEGY experience in the banking financial services spans across Growth Strategy, Business Plans and Feasibility Studies.
Prescriptive SellingTM en game changer ift at sikre en effektiv salgsstyrkeMicrosoft
Konkurrencen øges og kampen om markedsandele har aldrig været hårdere i både modne og nye markeder. Prescriptive SellingTM er et perspektiv på hvordan man effektivt kan sikre vækst i sine salgskanaler gennem struktureret brug af data og aktivt lederskab. Prescriptive SellingTM er en salgsmodel der har bevist sit værd i en række skandinaviske og internationale virksomheder. Med udgangspunkt i faktiske cases, vil Qvartz fortælle om modellen og hvordan man i praksis kan sikre at ens salgsstyrke fokuserer på det som er mest værdifuldt for virksomheden.
v. Jens Friis Hjortegaard, Partner, Qvartz
"Global-Arena.com FDI online marketing" highlights the challenges facing economic development agencies in the online promotion of their business locations for FDI attraction.
The presentation suggests a set of possible solutions.
Investor relations online. IR website BowenCraggs Moscow Nov2010 RUSAndrey Podderegin
Investor relations: What to do online? David Bowen`s presentation at "Advanced IR" Conference, Moscow, November 2010
This presentation gives:
A suggested general approach
Best practices from around the web
Specific ideas to consider
"The Agricultural Growth and Development Policy (AGRODEP) Modeling Consortium" presentation by Tidiane Ngaido, Ousmane Badiane, Maximo Torrero, and Antoine Bouet at the NEPAD, IFPRI, AGRA and World Bank Meeting to Align Efforts on Agricultural Policy and Knowledge Systems, Dakar, Senegal, January 6-7, 2009.
With 25 years’ experience, in 23 countries, I help companies get more sales - faster, particularly in complex, multi-site and International environments.
By embracing digital marketing and integrating it with offline communications, a company will demonstrate thought leadership, reinforce its position as a trusted advisor in the financial services community and fuel new client acquisition.
Edgar Garcia Casellas: Key issues and challenges regarding access to financeECIAonline
Presentation by Edgar Garcia Casellas during the Parallel Session on Access to Finance @ ECIA Closing Conference on November 27 2014 in Amsterdam (The Netherlands).
Our work with Atos on the Lead Generation Factory was rewarded with the trophy for Most Commercially Successful Campaign at the 2015 B2B Marketing Awards. Here is our submission.
How data- driven technologies can be used to build a new echosystem for DOOH
Slides From my Speech @ISE 2016, Amsterdam - Quividi Partner conference . Feb 11 2016.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
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Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
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In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
The key differences between the MDR and IVDR in the EUAllensmith572606
In the European Union (EU), two significant regulations have been introduced to enhance the safety and effectiveness of medical devices – the In Vitro Diagnostic Regulation (IVDR) and the Medical Device Regulation (MDR).
https://mavenprofserv.com/comparison-and-highlighting-of-the-key-differences-between-the-mdr-and-ivdr-in-the-eu/
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Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
4. Marketing strategy: Segmentation and targeting alternatives
By campaign theme targeted to identified markets (entrepreneurs,
advanced engineering supply chain, EHQ etc)
By sub-sectors of greatest promise in markets of greatest promise
By “market taker” targeted to established markets or “market
maker” targeted to both established markets and potentially BRICS
(e.g. entrepreneurs, Tech City, “HOTHOUSE” etc.)
4
5. Marketing strategy: Core message alternatives
“GREAT”
Experimental/”HOTHOUSE”
Safe but competitive choice
Springboard to global and European growth
5
6. SMART Marketing objectives: by end March 2013
[We do not control product or price but can influence place, promotion
and process]
Segmentation - emphasise the most promising segments and
keep a decline list
Quality - ensure sales support collateral is of sufficient quality and
sales force fully resourced (see ROI evaluation on slides 25 and 26)
6
7. SMART Marketing objectives: by end March 2013 (continued)
• Customer Journey stages - Create awareness for “pre the
sales pitch” and triggers for action “post the sales pitch” through
comparatively selected digital, above and through the line channels,
and PR (evaluate by channel)
• Pipeline building - Ensure through countersigned business
case/templates all discrete marketing projects support the sales
effort or entry to pipeline following self referral
7
8. Recommended activities and justifications
• A summary justification is shown on the following slides for each
activity. Each activity meets a customer need or takes advantage of
emergent trends and opportunities
• Timings and steps planned or taken are indicated
• Main evaluation methods are shown
8
9. Intelligence gathering and customer research
• This will inform marketing activity
• Competitor review planned and entrepreneur perception survey
carried out
What are the factors that make a location attractive to entrepreneurs and encourage
entrepreneurship?
Do you think the UK can be considered such a location? If yes, or no, please say why you
have this view.
How do you view the support which the UK currently provides to encourage
entrepreneurship compared with other locations globally?
• Evaluation by contribution to entrepreneur and other campaigns
9
10. Web messaging
• Easy to segment and cover three prongs of FDI Marketing: UK,
UKTI, and sector/sub-sector
• Continuous work based on a parallel messaging architecture project
• Ongoing evaluation against hit rates and unique visitors and click-
through, rapid adjustment possible
10
11. “HOTHOUSE” mainstreaming and link to “GREAT”
• Learnings from “HOTHOUSE” pilots in France, Germany, USA and
Canada can now make “one to many marketing” a sustainable part
of FDI business strategy. Elements of HOTHOUSE can gain
additional funding and developed as digital GREAT marketing
• MC FDI team’s report being compiled, digital “GREAT” bid
submitted
• Hard and soft measures should both be part of evaluation
11
12. DIGITAL INVITATION TO ENTREPRENEURS, CREATIVE, MEDIA & TECH
INVESTORS (Hothouse follow on) (Inward Investment)
Concept: Target digital savvy entrepreneurs, focusing on creative,
tech & media, using digital channels to develop a new pipeline
of potential investors. Target highly digitalised markets: US,
Canada, France, Germany, HK, Singapore, India.
How it will work:
- use digital channels (online multipliers, thought leader bloggers, twitter, etc to bring
‘many’ to ‘us’)
- leverage google, linked in, twitter to creative buzz and generate more leads and find
the most lucrative (need urgently to put measures in = huge progress & innovation
opportunity)
(Market research; paid digital media; targeted digital dissemination of messaging with the right tools, software licences
100k; creative development & production, incl. translations & local customisation, mobile accessible web pages; UK event
offer for entrepreneurs & investors)
Cost: £4 million
Return: Increased awareness of the UK offer to our target audience generating 180
active investment leads. Landing 60 investments over 2 years, bringing £420 million
of capital expenditure into the UK. Source: (UKTI FDI database)
12
13. GREAT DIGITAL & PR CAMPAIGN PLAN FOR ADVANCED ENGINEERING
(INWARD INVESTMENT)
Concept: This campaign will win new inward investments and re-
position the UK advanced engineering sector in the eyes of
potential investors who see the UK as a service driven economy.
How it will work: Working with BIS. Focus on C suite and
government decision makers using a targeted digital media and PR
campaign. Target markets: Japan, Korea, US, Canada, Germany.
Cost: £1.8m
Return: Generate a measurable increase in awareness of the UK
offer amongst our target audience and generate 75 active
investment leads. This will translate into 25 investments over 2
years, bringing £175 million of capital expenditure into the UK.
Source: (UKTI FDI database)
13
14. Attracting More SME’s to CHINA – MISSION 100 (EXPORTING)
Concept: We will identify the next 100 ‘export hungry’ companies by
running a UK competition using the web (including partners) and a
Sunday Times press ad – the top 100 entries will win a grant to
support them attending a 5 day China Trade Mission.
How it will work: UKTI, VB and FCO in collaboration with CBBC
- introduce them to a network of supply chain companies;
- host VIP evening at the Embassy meeting UK/Chinese government officials;
- provide pre mission education, familiarisation and business
requirement statements.
Cost: £250k
Return: £82M export revenues & £11.7M net profit
14
15. The China Story
• 58 FDI projects initiated in last decade… peaking at 13 in 2009…
but down in recent years, e.g. 7 in 2011
• Projects sourced from 41 companies – Mindray Medical
International prime mover with 13 (31%)
• Projects delivered 3,482 new jobs (globally) with capex of
USD$883m
• Leading source cities are: Shenzhen, Beijing, Tianjinand Shanghai
• Western Europe secured 50% of all projects
• Germany leads the way with 50% of WE projects.
• US and UK joint second with 18% each
15
16. Marketing delivery of ID ‘Pathway 3’ campaigns
• Eight campaigns have been identified by ID Campaigns and Special
Projects Directorate based on work done by the Investment
Services Team market intelligence unit and agreed by ID
• Templates have been completed for entrepreneurs, EHQ, business
process outsourcing, supply chains (with particular emphasis on
advanced manufacturing), and offshore wind. November/December
events are planned for entrepreneurship, BPO and offshore wind.
• Metrics are set out in each campaign template document but the
parts of the campaign MC provides (e.g. brochures, events) would
also be evaluated
16
17. Mini campaigns and development of marketing resources for hubs and
posts
• The mini-campaigns are useful at all stages of the customer journey
and can be used across segments. They can be adapted by hubs
for local market conditions
• First campaign concepts on tax shown to hubs. Awaiting roll-out
• Evaluation by feedback from hubs
17
18. PR, advocacy and social media – holding the conversation
• Third party endorsement and thought leadership could sway senior
decision makers, social media is medium/long term play that could
work for us as China-India human resource investment did
• PR manager investigating blogging strategy, influencing the
influencers will form part of ID entrepreneurship campaign, we have
core script but need materials bank
• Social Mention and similar packages can track positive, negative
and neutral mentions in social media
18
19. Sub-sector infographics for external audiences
• The c.35 subsector propositions will then be accessible to clients
and drive decisions to investigate a UK investment
• All sub-sector propositions to be summarised and available as
infographics by end of March 2013 then updated on a rolling basis.
Top eight to ten will have more detailed treatment.
• Evaluation by feedback from hubs and overseas sales teams
19
20. Inward investment videos
• Short videos are state-of-the-art marketing that appeal to the new
generation of entrepreneurs but are stronger in some sectors than
others, especially creative industries and software, so longer videos
also planned
• Plan to make a series of some ten longer videos in-house and edit
BBE testimonial footage
• Evaluation is rapid from client feedback and cost of investment in a
single video is relatively low
20
21. Multi-sector brochure and quality of life kit
• The creation of a multi-purpose brochure will cover a variety of
business needs. A quality of life kit will enable the UK lifestyle to be
promoted to inward investors
• Work on the multi-sector brochure has now resumed
• Evaluation by stock reports, survey monkey
21
22. Development of online map as a marketing tool
• The map can enable active engagement with the UK offer and put
the investor in the driving seat. New features such as clusters, case
vignettes and details of Enterprise Zones will show the richness of
the UK offer and lead to firm inquiries
• Upgrade based on earlier specification to be complete by March
2013 subject to budget
• New visitor numbers capturing mechanism is in place
22
24. Evaluation and risk
• FDI success is linked [retrospectively] to economic performance but
by marketing in one segment and not another comparable segment,
overall marketing effectiveness could be gauged
• Evaluation should be both summative (during projects) and
formative (at the end to apply learnings to future projects)
24
25. Marketing ROI metrics: methods to capture out-takes
Web metrics
Social media metrics
Stock order figures broken down to identify companies and
intermediaries
25
26. Marketing ROI metrics: methods to capture outcomes
PIMS survey of investor decision drivers
Feedback from sales force
E-surveys of sales force
26
27. Team roles and responsibilities
David Lines – Campaign Team Leader
+44 207 215 4957
Budget and relations with Investment Services Team
Overall team planning and content implementation including material for Strategic Accounts
Offshore windpower campaign lead
European HQ campaign lead
Jamie Clements – Senior PR Manager
+44 207 215 2491
Tech City PR lead
Core script and briefing lead
Press tours and link to BIS News
Entrepreneur campaign lead
BPO campaign lead
Nicola Parry – Marketing Manager
+44 207 215 4951
Umair Ahmad – Digital Marketing Manager
+44 207 215 8587 Advanced Engineering campaign lead
HOTHOUSE and creative sectors lead
UKTI Investment webpages lead
Life science lead
Team social media lead
Mini-campaigns lead inc. posts’ feedback
Sustainable construction campaign lead
Team performance monitoring
Lead for relations with UKBA and visa marketing
Message architecture lead
Lead for PSO Markets’ FDI Marketing
27
28. UKTI MC Inward Investment Campaign Team Marketing Plan: DRAFT 130812