The presentation is focus on the involvment of Companies in territorial attractiveness strategies. There are several examples. I also explained a method to clarify how to market destinations such as cities or regions (TRACER Model). Last but not least, I explained why companies are involved in PlaceMaking with the example of SouthWest.

1. Les entreprises agissent sur l’attractivité
du territoire
The involvement of Companies in Territorial
Attractiveness Strategies
Vincent Gollain
IAU Ile-de-France, Director, Economic Development Department
Vincent.gollain@iau-idf.fr @VincentGollain

2. IAU Ile-de-France & I
IAU Ile-de-France,
Foundation for Better Living Cities
IAU = the Paris Region Planning
and Development Agency.
We have more than 160 experts
I’m the Director of the Economic
development Department
I’m also the President of the Territorial
Marketing Club of ADETEM / CNER and
author of books and methods
Fields of expertise: Economic
Development and Marketing
NEW
http://boutique.lagazette.fr/reussir-demarche-marketing-terri-option.html

3. The Menu
•Why Involvment of Companies in territorial
Development and Attractiveness is strategic?
•How does-it work?

4. How to define Attractiveness?
The attractiveness of a
territory can be defined as
its ability to attract specific
resources from outside
and to locally retain those
that are re-competed by
other territories.
Why and how companies
are involved in
Attractiveness?

5. WHY INVOLVEMENT IS
STRATEGIC?

6. Companies are already a key Component of
Attractiveness
Integrated in the territorial Value Chain
New activities and jobs boost competitiveness New destinations, new visitors

7. Attractiveness is key, but Competition is increasing
ATTRACTIVENESS
IS NOT
AUTOMATIC.
YOU HAVE TO
WORK ON IT!

8. Go further by Cooperation to create a win-win
Situation
• By working together companies, local
authorities and other players could create an
additional « territorial Value-added » and
reinforce the competitiveness
• Collaboration: a « State of Mind » + Project
management Method
• Collaboration needs time

9. HOW DOES-IT WORK?

10. You can collaborate @ each Step of the Branding and
Marketing Strategy - the TRACER Model
 TOGETHER
 REPUTATION
 AFFINITIES
 CONVERSION
 ENGAGEMENT
 RETENTION
Collaboration : co-construction, co-management of the strategy, co-
implementation

11. The Power of Alliances (Together)
1. Create a common ground for collective work / 2. Build a shared vision
/ 3. Create an alliance of public and private partners / 4. Co-construction
And also: London Entreprise Panel, Dedicated Commitees in Seoul, Partnership for New-York City, Greater
Toronto Marketing Alliance, Council for Attractiveness (Paris Region), etc.

12. You can brand Places to improve the Reputation
= TELL A GREAT STORY WITH
COMPANIES

13. Based on Affinities, choose with companies the Targets
= TARGET YOUR
RIGHT « FANS »

14. Convert together the Prospects (On and Off-line)
= ENHANCE YOUR DELIVERY.
EXAMPLE OF SHOW-ROOMS
Atlanta
Lyon
Val de Garonne

15. Use Social Media and brand Ambassadors to increase
your Influence (Engagement)
= PROMOTE YOUR DESTINATION BY INFLUENCING

16. Work on Business Retention & Fidelisation
= HELP DEVELOPMENT OF EXISTING BUSINESS ACTIVITIES & INCREASE NUMBER OF REPEATERS

17. Retention is key because Location Criteria are
changing
• The five pillars of the New World: Digital, Sustainable,
Interconnected, Personnalized and collaborative
• Location criteria are changing: urbanization (global
scale), revitalization of enlarged downtown,
collaboration, etc.
• More and more companies are driven by the location
criteria of key salaries: creatives (R. Florida), digital
Natives (It companies and Business units, etc.),
Researchers, etc.

18. Amenities create attractive Places for People
New Urbanism / Collaborative Urbanism / PlaceMaking – new approaches centred on people

19. Businesses and PlaceMaking: the 5 Reasons
• They are directly concerned by the geographic area
of the projet and make business
• The area is a key Gateway to the Community and
they want to improve the experience of the visitors
/ business travelers
• Some of their employees are involved in
Placemaking activities (Volunteers)
• They want to help the Community and reinforce
their brand to Costumers
• They are already engaged by an active
participation to a local Community Board
“Through the placemaking process, we
listen to the needs and wants of the
local community and work with local
partners and Project for Public Spaces to
determine the amenities and ongoing
programming that will support those
needs.”
Marilee McInnis, SWA’s spokesperson
for the Placemaking Program, 2014
Airlines serve many destinations, but
Southwest Airlines is working to make
sure the destinations it serves are
better places for their passengers to
visit.

20. www.iau-idf.fr
Thank You for your Attention