DAY1Tuesday, May 2213:30-14:00Registration

14:00-14:30 IntroductionIntroduction of course objectives and participants

14:30-15:30FDI trends and competition among locations Where are companies choosing to invest and what drives their location decisions? How do locations compete for investment and differentiate themselves from their competitors? What are the key success factors for attracting FDI?Speaker: Andreas Dressler

15:30-16:30The role of marketing in FDI attractionHow significant is marketing in FDI attraction? What are the objectives of FDI marketing? How does marketing relate to other FDI attraction functions? What are the main challenges to promoting a location?Speaker: Andreas Dressler

16:30-17:00 Break

17:00-18:00Developing and leveraging a successful country brandIn 2017, Enterprise Estonia launched Brand Estonia, a new country brand designed to capture “the essence of Estonia”. The new brand also provides a toolkit for all those presenting Estonia’s advantages internationally to do so in a consistent way. In

this session, Liisi Toots and Kata Varblane will share the story behind the creation of brand Estonia, the use of the brand since its launch as well as the impact of the brand on Enterprise Estonia’s investment promotion and attraction efforts.Speaker: Liisi Toots, Estonian brand manager and Kata Varblane, Head of Sales Support, Estonian Investment Agency

DAY2Wednesday, May 2309:00-10:00 Marketing channelsWhat are the different channels that investment promotion agencies can use to promote their locations? What are the advantages and disadvantages of individual channels? Where do marketing and “sales” overlap and how can this be addressed?Speaker: Andreas Dressler

10:00-11:00 Communicating “good news”This session will focus on how positive news about different aspects of a location can be used to raise awareness and enhance the location’s image as an investment destination. The session will also highlight the communications channels that are most effective for ensuring that this news reaches the right audience.Speaker: Hetta Huittinen, Communications Manager, Business Finland

11:00-11:30 Break

11:30-12:30 Developing value propositionsHow can IPAs define target groups for

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Hotel Scandic Simonkenttä, Helsinki, May 22 – 24, 2018

www.waipa.org

marketing and attraction? What are value propositions and how can these be tailored to the specific requirements of target groups? What are the characteristics of an effective value proposition?Speaker: Andreas Dressler

12:30-13:15 Lunch

13:15-14:15Integrating your digital assets for enhanced resultsWith the use of social media, CRM, the website and the world of digital outputs, having an integrated marketing approach to leverage the value of digital touchpoints becomes critical to measure, design, drive resource allocation and promote continuous improvement. Karin Lachner will explain how CINDE integrates its digital assets to generate real investment results.Speaker: Karin Lachner, Head of Marketing, Costa Rica Investment Promotion Agency (CINDE)

14:15-16:00Practical exercise

16:00-16:30 Break

16:30-17:30 How to make the most of advertisingUsing advertising to promote locations can be very powerful but is also challenging and potentially expensive. This session explores different options for advertising, using both traditional and digital media, and the key success factors for making the most of this communications channel for investment promotion.Speaker: Chris Knight, Global Commercial Director at fDi Intelligence / Chief Commercial Officer, WAVTEQ

DAY3Thursday, May 2409:00-09:30Open dialogueParticipants discuss the key messages of the program so far and ask any unanswered questions they have for the presenters. Participants can also present examples from their own marketing activities.Moderator: Andreas Dressler

09:30-10:30Integrated FDI attractionHow can different marketing channels be combined most effectively? How can marketing be integrated with attraction to generate the greatest impact? What are the elements of an integrated FDI attraction campaign? Speaker: Andreas Dressler

10:30-11:00 Break

11:00-12:15Building a leading business hub through digital marketingCopenhagen Capacity is the investment promotion agency of Greater Copenhagen. In this session, Louise Juhl will provide insight into the digital innovations that Copenhagen has introduced into its marketing activities, including specific activities and the impact these have had on Copenhagen Capacity’s investment attraction.Speaker: Louise Juhl, Director of Marketing & Communication at Copenhagen Capacity

12:15-12:45Summary of overall course learnings, presentation of certificates

DAY1Tuesday, May 2213:30-14:00Registration

14:00-14:30 IntroductionIntroduction of course objectives and participants

14:30-15:30FDI trends and competition among locations Where are companies choosing to invest and what drives their location decisions? How do locations compete for investment and differentiate themselves from their competitors? What are the key success factors for attracting FDI?Speaker: Andreas Dressler

15:30-16:30The role of marketing in FDI attractionHow significant is marketing in FDI attraction? What are the objectives of FDI marketing? How does marketing relate to other FDI attraction functions? What are the main challenges to promoting a location?Speaker: Andreas Dressler

16:30-17:00 Break

17:00-18:00Developing and leveraging a successful country brandIn 2017, Enterprise Estonia launched Brand Estonia, a new country brand designed to capture “the essence of Estonia”. The new brand also provides a toolkit for all those presenting Estonia’s advantages internationally to do so in a consistent way. In

this session, Liisi Toots and Kata Varblane will share the story behind the creation of brand Estonia, the use of the brand since its launch as well as the impact of the brand on Enterprise Estonia’s investment promotion and attraction efforts.Speaker: Liisi Toots, Estonian brand manager and Kata Varblane, Head of Sales Support, Estonian Investment Agency

DAY2Wednesday, May 2309:00-10:00 Marketing channelsWhat are the different channels that investment promotion agencies can use to promote their locations? What are the advantages and disadvantages of individual channels? Where do marketing and “sales” overlap and how can this be addressed?Speaker: Andreas Dressler

10:00-11:00 Communicating “good news”This session will focus on how positive news about different aspects of a location can be used to raise awareness and enhance the location’s image as an investment destination. The session will also highlight the communications channels that are most effective for ensuring that this news reaches the right audience.Speaker: Hetta Huittinen, Communications Manager, Business Finland

11:00-11:30 Break

11:30-12:30 Developing value propositionsHow can IPAs define target groups for

www.waipa.org

marketing and attraction? What are value propositions and how can these be tailored to the specific requirements of target groups? What are the characteristics of an effective value proposition?Speaker: Andreas Dressler

12:30-13:15 Lunch

13:15-14:15Integrating your digital assets for enhanced resultsWith the use of social media, CRM, the website and the world of digital outputs, having an integrated marketing approach to leverage the value of digital touchpoints becomes critical to measure, design, drive resource allocation and promote continuous improvement. Karin Lachner will explain how CINDE integrates its digital assets to generate real investment results.Speaker: Karin Lachner, Head of Marketing, Costa Rica Investment Promotion Agency (CINDE)

14:15-16:00Practical exercise

16:00-16:30 Break

16:30-17:30 How to make the most of advertisingUsing advertising to promote locations can be very powerful but is also challenging and potentially expensive. This session explores different options for advertising, using both traditional and digital media, and the key success factors for making the most of this communications channel for investment promotion.Speaker: Chris Knight, Global Commercial Director at fDi Intelligence / Chief Commercial Officer, WAVTEQ

DAY3Thursday, May 2409:00-09:30Open dialogueParticipants discuss the key messages of the program so far and ask any unanswered questions they have for the presenters. Participants can also present examples from their own marketing activities.Moderator: Andreas Dressler

09:30-10:30Integrated FDI attractionHow can different marketing channels be combined most effectively? How can marketing be integrated with attraction to generate the greatest impact? What are the elements of an integrated FDI attraction campaign? Speaker: Andreas Dressler

10:30-11:00 Break

11:00-12:15Building a leading business hub through digital marketingCopenhagen Capacity is the investment promotion agency of Greater Copenhagen. In this session, Louise Juhl will provide insight into the digital innovations that Copenhagen has introduced into its marketing activities, including specific activities and the impact these have had on Copenhagen Capacity’s investment attraction.Speaker: Louise Juhl, Director of Marketing & Communication at Copenhagen Capacity

12:15-12:45Summary of overall course learnings, presentation of certificates

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FDI MarketingTraining