Country branding workshop part 3 1
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Workshop given at Reputation Institute conference on branding, Kyiv, Ukraine on the subject of country branding, city branding, and place branding in general
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Country branding workshop part 3 1
- 1. Measuring and Managing Country Brand and Reputation Case study: El Salvador David Geddes, Ph.D. Geddes Analytics Country Brand Reputation • What is a country brand reputation? • Why is a country brand reputation important? • Developing El Salvador’s brand identity and personality • Target audiences • Developing the campaign messages • Campaign implementation • Evaluating campaign results 1 1
- 2. Country branding Country branding and reputation management … • Not just a slogan • Not just advertising 2 Country branding Country branding and reputation management … • Broad political leadership • Government leadership • Long-term commitment • Private sector (business) involvement • Consistency • Long term commitment • And can be very rewarding 3 2
- 3. Strategic communications & investment promotion 4 Strategic communications Communications programs designed to influence the attitudes and/or behavior of target audiences with the ultimate goal of helping achieve the project objectives, particularly as they refer or translate into project acceptance, endorsement or support. 5 3
- 4. Strategic communications 1 Define objectives: operational & promotional 2 Identify key audiences 3 Undertake research amongst key audiences 4 Develop strategy & tactical initiatives 5 Implement campaign elements 6 Measure, revise, and adjust strategy 6 Strategic communications 7 4
- 5. Strategic communications Development Projects • Health • Education • Private sector development • Environment Policy Reform Programs • Economic • Social • Political Other Initiatives • Investment Promotions • Country branding 8 Country BRAND 9 5
- 8. Country BRAND 14 Country BRAND A Scandinavian Nation Cool Britannia ______________ 15 8
- 9. Country BRAND Puerto Rico (1930’s): The poorest country in the Western Hemisphere 16 Country BRAND “Operation Bootstrap” (1950’s) 17 9
- 10. Country BRAND A development and branding initiative with results PER CAPITA INCOME ARGENTINA $6,008 MÉXICO $6,295 BRASIL $3,500 CHILE $4,638 COLOMBIA $1,951 ECUADOR $1,289 VENEZUELA $4,979 PUERTO RICO $7,910 FUENTE: BID 2001 18 Strategic communications & investment promotion 19 10
- 12. Investment promotion Strengths Opportunities Workforce Judicial Stability Dollarization Legal Reforms Economic Stability Investment Projects Moderate Labor Activism Social Inequality Infrastructure Political Uncertainty Low skilled labor Crime Reforms Without Noticeable Changes 22 Investment promotion CAMPAIGN THEMES Workforce Economic Stability Geographic Location Investment Opportunities 23 12
- 13. Investment promotion CAMPAIGN THEMES Central Concept Supporting Concept 1 Supporting Concept 2 Supporting Concept 3 24 Investment promotion CENTRAL THEMES DISTINCT CREDIBLE Workforce Yes Yes Economic Stability Yes Yes/No Geographic Location No No Investment Opportunities Yes/No No 25 13
- 14. Investment promotion CENTRAL THEMES Workforce Central Theme Economic Stability Supporting Theme Geographic Location Supporting Theme Investment Opportunities Supporting Theme 26 Investment promotion STRATEGY (2002-2003) Generate credibility among analysts and trade publications in the US (2003-2004) Position ES among trade media and analysts in Mexico and Taiwan (2004-2005) Position El Salvador and PROESA in other relevant markets 27 14
- 16. Investment promotion LOGO & SLOGAN 30 Investment promotion SPOKESPEOPLE SELECTION & TRAINING 31 16
- 18. Investment promotion MEDIA RELATIONS/MONITORING Daily media coverage report Op Eds / Opinion articles Video News Releases Audio News Releases Press releases Interviews with printed and electronic media Familiarization trips for trade media 34 Investment promotion PRESENTATIONS & FORUMS NY Chamber of Commerce Inter-American Dialogue Florida International University Dollarization Conference Textile World Council of the Americas (2003) 35 18
- 19. Investment promotion EARLY RESULTS 36 Investment promotion EARLY RESULTS Generation of Investor Interest 50 + calls and e-mails by potential investors expressing interest in El Salvador. 7-10 site visits by companies in key sectors, including textile and apparel, call centers and food processing. 8-10 million dollars in new investments expected in these sectors by Feb. 2003 Follow up study to measure investor’s perception changes set for July 2003 37 19
- 20. Measure results MEASUREMENT Media analysis and measurement Surveys among SPOKESPEOPLE target audiences Research Measure and adjust Plan Execute 38 Investment promotion KEY LEARNINGS An investment-focused country branding initiative requires: Government leadership at the highest level Commitment of the private sector SPOKESPEOPLE Development of the institutional capacity of the entity leading the project Time availability of key spokespeople Team Integration (investment promotion agency & international communications agency) Financial support 39 20
- 21. 40 Application: Ukraine • What are our objectives? _______________________ _______________________ _______________________ • Who are key audiences? _______________________ _______________________ _______________________ _______________________ 41 21
- 22. Application: Ukraine • What are our strengths? _______________________ _______________________ _______________________ • Who are our weaknesses? _______________________ _______________________ _______________________ _______________________ 42 Application: Ukraine • What are our opportunities? _______________________ _______________________ _______________________ • Who are our threats? _______________________ _______________________ _______________________ _______________________ 43 22
- 23. Application: Ukraine • What research do we need? _______________________ _______________________ _______________________ _______________________ 44 Application: Ukraine • What are some strategies? _______________________ _______________________ _______________________ • Who are some tactics? _______________________ _______________________ _______________________ _______________________ 45 23
- 24. Application: Ukraine • Do we need a digital / Web 2.0 strategy? _______________________ _______________________ _______________________ 46 Application: Ukraine • How will we measure results? _______________________ _______________________ _______________________ _______________________ 47 24
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