Course: Territorial Marketing

Topic outline

TM2019
TM2019
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                           Certificate Program
                          TERRITORIAL MARKETING   
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We are pleased to announce that, until we were working on the program, our leading expert Mr. Guillermo Mazier became a Vice President of Convey, Inc.,the company which organizes every year the World Forum for Foreign Direct Investment.
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Welcome Message
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Course Learning Objectives
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Student Handbook
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Locate Your Individual Learning Plan
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Program Calendar
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Meet Your Learning Instructor
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Preparation Phase
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Test Review Entrance Knowledge
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Learning Modules
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Resources
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Announcements 
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WEEK 1. Understanding Territorial Marketing & Industry Attraction
WEEK 1. Understanding Territorial Marketing & Industry Attraction

Goal: Understand the importance of marketing & business attraction for community competitiveness in today’s globalized world

Objectives:

1. Understand the program, introduction of the leading expert

2. Answer the questions: What’s new in territorial marketing in today’s globalized world? How investors are changing their approach while making decisions for relocation? How communities are adapting to these changes?

3. Locate the documents revealing your community vision for the future

4. Collect information about your community economic development, which information you will need for your final project.

Instructions:

Review the video and make notes concerning the issues you would like to suggest for additional discussion

Complete Assignment W1 (guided research)

Complete W1 Q&A Session

§ If, after completing these steps, you still need clarification on some issues, send an e-mail with questions to your instructor titled “Clarification request”, so you can discuss them during your weekly video – conference

§ Your complete Assignment and Q&A Session, also your “Clarification request” e-mail/s, should be sent to your instructor two business days before the video – conference

Participate in W1 Video – conference with your instructor
WEEK 2. Profiling business you want to attract to the región
WEEK 2. Profiling business you want to attract to the región
Goal: Learn how to profile the industry you will target to attract to your region

Objectives:

1. Learn how communities profile the business they want to attract based on their vision for development

2. Locate information about your community vision for development (or example community)

3. Based on your community (or example community) vision for development, create the profile of the business which should be considered as a target for attraction

4. Based on the profile of the business your community wants to attract create Target Personas Profiles

Instructions:

Review W2 video and make notes concerning the issues you would like to suggest for additional discussion

Review Chapters 1 and 2 of the instructive document Community Marketing Strategy Methodology.pdf

Complete W2 Assignment

Complete W2 Q&A Session

Complete W2 Exercise

Review Chapter 1 of the instructive document COMMUNITY MARKETING CAMPAIGN Action Plan framework.pdf

Complete template

1. Community Business Profiling Template .pdf

1. Community Business Profiling Template.docx

Complete template

2 Creating Target Personas Template.docx

2 Creating Target Personas Template.pdf
- In the ideal situation we expect you to locate the necessary information and data for this exercise reflecting the situation in your own community. However, if you can't locate relevant data in your community, base your activities on the example community we have suggested
- Send your completed W2 Assignment, W2 Q&A Session, and W2 Exercise to your instructor two business days before the video – conference
Participate in W2 Video – conference with your instructor
WEEK 3. Market intelligence in digital era, building your community market proposition
WEEK 3. Market intelligence in digital era, building your community market proposition

Goal: Learn how to conduct market intelligence for positioning your community before designing your marketing plan

Objectives:

1. Learn how communities make market intelligence and brand positioning (process & tools)

2. Learn what are the leading factors making a community attractive for business and talent; the entity responsible for securing such attractiveness, how this entity is created and how it is structured (case study New Orleans Economic Development Organization NOLABA)

3. Learn how New Orleans’ community conducted its own intelligence to attract a leading IT company securing 20,000 new jobs to the region (case study NOLABA)

4. Learn what investors are expecting to learn when visiting your region (case study NOLABA)

5. Learn how the community of New Orleans defined its market proposition and promoted it to prospect investors (case study NOLABA)

6. Learn how the landscape of the investment market looks like, which is the global organization for investment promotion agencies (IPAs), which IPAs had performed best in 2018 and why, how some other communities had built their market propositions (W3 Assignment, guided research)

7. Learn how to identify and locate digital tools for collecting market information, for communicating your community unique selling proposition, for identifying and locating your target personas (W3 Assignment, guided research)

8. Develop your best understanding of the gold standard in market intelligence, branding and positioning, and why the usual assumption that small markets lack attractiveness may be not true (W3 Q & A Session)

9. Locate and evaluate your country/region selling proposition, make recommendations for improvement (W3 Exercise)

Instructions:

Review W3.1 video, concentrate on objective 1 above

Review W3.2. video, concentrate on objective 2 above

Review W 3.3. video, concentrate on objectives 3,4,5, above

Complete W3 Assignment, concentrate on objectives 6, 7 above

Complete W3 Q&A Session, concentrate on objective 8 above

Complete W3 Exercise, concentrate on objective 9 above

Send your completed W3 Assignment, W3 Q&A Session, and W3 Exercise to your instructor two business days before the video – conference

Participate in W3 Video – conference with your instructor
WEEK 4. Community branding and marketing
WEEK 4. Community branding and marketing

Goal: Learn how to build a community brand and marketing plan based on your community vision for economic growth

Objectives:

1. Reaffirm the understanding that the two leading objectives of territorial marketing are: a/To attract business and human capital to the community and 2/To boost the local business which is already established (W4.1. video)

2. Understand the steps and the instruments for developing community brand, planning & executing community marketing plan (W4.1. video)

3. Learn which are the components & phases of community branding and Community Marketing Plan (W4.1. video)

4. Learn how to make your community Marketing Plan reflecting the overall vision for your community development & economic growth (W4.2. video)

5. Learn how to develop Community Brand, and how to set up community Branding Campaign (W 4.3. video)

6. Learn some practical tips in community marketing – how to deal with misperceptions about your community, what is the most important information and data you need to communicate in your marketing campaign, what is the game – changer in your community marketing efforts, how to re-brand your community, and how to use community members as ambassadors? (W4.4. video case study)

7. Assume the role of decision – maker while completing the templates

8. W4 Q & A Session

Instructions:

Review W4.1 video, concentrate on objectives 1,2,3 above

Review W4.2. video, concentrate on objective 4 above

Review W 4.3. video, concentrate on objective 5 above

Review W 4.4. video, concentrate on objective 1 to 5 above

Review W 4.5. video, concentrate on objective 6 above

Review the following instructive documents (working documents available in word & pdf)

Community Brand Concept Methodology.pdf

Community Marketing Strategy Methodology.pdf

COMMUNITY BRAND DEVELOPMENT CAMPAIGN Action Plan framework 1.pdf

COMMUNITY MARKETING CAMPAIGN Action Plan framework.pdf

Review again the following templates (you have already completed them in the previous module):

1. Community Business Profiling Template .pdf

1. Community Business Profiling Template.docx

2 Creating Target Personas Template.docx

2 Creating Target Personas Template.pdf

Launch your own research on your community's web presence and try to position your community on the market by completing the template below. Use pdf format only for making sure word document has not been corrupted while downloading it.

3 Community Market Intelligence Market PositioningTemplate.docx

3 Community Market Intelligence Market PositioningTemplate.pdf

Based on your market intelligence and market positioning, in the template below formulate your community Unique Value Proposition. You will have two options:

Option 1) If your community had done a good job in branding you will be able to locate a well structured and clear calls your community had made to the target audience, which calls will be revealing your community Unique Value Proposition (refer to the examples),

Option 2) If your communityhad not put enough efforts in branding, you will not be able to locate specific information on the web revealing your community's Unique Value Proposition. In this case, based on everything you have learned so far, and based on your research about your community's business profiling, assets, policies, and advantages, formulate your own draft for Unique Value Proposition.

4 Community Unique Value Proposition Template.docx

4 Community Unique Value Proposition Template.pdf

Complete the following templates:

5 Identify Your Target Audiences Template.docx

5 Identify Your Target Audiences Template.pdf

6 Identify Your Community Stakeholders Template (1).pdf

6 Identify Your Community Stakeholders Template.docx

Complete W4 Q&A Session, concentrate on objectives 1 to 8 above

Send your completed templates and W4 Q A Session to your instructor two business days before the video – conference

Participate in W4 Video – conference with your instructor
WEEK 5. Community marketing and social media
WEEK 5. Community marketing and social media

Goal: Understand the landscape and specifics in digital community marketing

Objectives:

1.      Learn how to leverage digital and social media in your community marketing efforts (video W5.1, Community Social Media Marketing Strategy, Community Content Marketing Action Plan)

2.      Learn how the digital landscape looks today (video W5.1.)

3.      Learn what are the components of world class digital approach for investment attraction and promotion (video W5.2.)

4.      Learn how to build Community Social Media Marketing Strategy

5.      Learn how to build Community Content Marketing Business Plan

6.      Lear now to create Community Content Marketing Action Plan

7.      Learn how to create Community SEO Action Plan

8.      Learn how to create Social Media Editorial Calendar

9.      Learn how to create Blog Editorial Calendar

10. Learn how to set up Community Marketing Budget

11. Learn what is the specialization of the most popular social networks

12. Learn some tips for selecting the social network which is right for your goals

13. Learn some tips how to integrate digital channels for achieving your community marketing objectives

14. Learn how to format your content for achieving the effect you target

15. Analyze your community current Social Media Marketing Strategy and actions, compare with good practices, make conclusions, make recommendations (Assignment W5)

Instructions:

Review video W5.1. and make notes concerning the issues you would like to suggest for additional discussion

Review video W5.2. and make notes concerning the issues you would like to suggest for additional discussion

Review the following instructive documents:

9.2. Community Social Media Marketing Strategy framework.docx

9.2. Community Social Media Marketing Strategy framework.pdf

9.2.1.Social Media Editorial Calendar.xlsx

9.3. Community Content Marketing Action Plan framework.docx

9.3. Community Content Marketing Action Plan framework.pdf

9.3.1.Blog Editorial Calendar template - Excel.xlsx

9.3.2. Community Content Marketing Business_Plan_.pdf

9.3.2. Community Content Marketing Business_Plan_framework.doc

9.4. Community SEO Action Plan framework.docx

9.4. Community SEO Action Plan framework.pdf

8 Community Marketing Budget Farmework.docx

8 Community Marketing Budget Farmework.pdf

8.1. Annual Marketing Budget Template.xlsx

Complete W5 Assignment

Participate in W5 Video - conference with your instructor
WEEK 6. Instruments for improving community attractiveness and marketing
WEEK 6. Instruments for improving community attractiveness and marketing
Goal: Learn about instruments for improving community attractiveness and how to integrate them with your marketing efforts

Objectives:

1.      Understand the term “community attractiveness”: what makes a community attractive, and why community marketing depends on community attractiveness (instructive document “Instruments for Improving Community Attractiveness”)

2.      Learn about the role of Economic Development Organization as structural instrument (command center) for initiating and managing the process of making the community attractive for business and people (video W6.1)

3.      Learn about strategies & policies as strategic instruments for creating the environment securing community attractiveness (video W6.2. and video W6.3.)

4. Learn about workforce development programs as a leading operative instrument for improving community attractiveness (video W6.4.)

5.      Learn about business services & programs as crucial operative instruments for improving community attractiveness (video W6.5)

6.      Learn about fiscal incentives as fiscal instruments for improving community attractiveness (video W6.6)

7.      Learn about community Ambassadorship Programs as operative instruments for promoting community attractiveness (video W6.7)

8.      Learn about the importance of community economic development website as most important web based operative instrument for effective marketing of community attractiveness: difference between effective and ineffective economic development website, practical tips for creating strong economic development website (instructive document “Community ED website”)

9.      Evaluate its own community´s system of instruments for improving community attractiveness: compare with standards & good practices, make conclusions, make recommendations for improvement (Assignment W6)

Instructions:

Review the instructive documents listed below:

7 Instruments for Improving Community Attractiveness Template.pdf

9.1. Community ED website main points.pdf

Complete instructive document “Instruments for Improving Community Attractiveness”

7 Instruments for Improving Community Attractiveness Template.docx

Complete W6 Assignment

Participate in W6 video - conference with your instructor
WEEK 7. Final Project – identify goals and stakeholders, build plan, schedule, start working
WEEK 7. Final Project – identify goals and stakeholders, build plan, schedule, start working
WEEK 8. Final Project – deliver the project, review, discussion
WEEK 8. Final Project – deliver the project, review, discussion

	1. Community Business Profiling Template .pdf
	1. Community Business Profiling Template.docx

	2 Creating Target Personas Template.docx
	2 Creating Target Personas Template.pdf

	3 Community Market Intelligence Market PositioningTemplate.docx
	3 Community Market Intelligence Market PositioningTemplate.pdf

	4 Community Unique Value Proposition Template.docx
	4 Community Unique Value Proposition Template.pdf

	5 Identify Your Target Audiences Template.docx
	5 Identify Your Target Audiences Template.pdf

	6 Identify Your Community Stakeholders Template (1).pdf
	6 Identify Your Community Stakeholders Template.docx