Global Outreach Strategy
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1 The Brownsville Global Outreach Strategy Specially prepared for IEDC Annual Conference, October 20, 2014 By Gilberto Salinas, The Brownsville Borderplex in South Texas
2 During economic downtown, forced to think outside the box and diversify our lead generation sources and streamline our recruitment process.
3 Asked ourselves what do we want to be when we grow up?
4 An International City, so we said.
5 After extensive research and evaluation of industry, sectors, we found out were were an international city.
6 We just were not acting like one.
7 Why should my EDO recruit globally?
8 On average, there s between 150 and 250 deals in the United States, i.e., expansions and / or projects of significance.
9 The competition
10 19,429 cities and municipalities in the United States.
11 And they all have, at the very least, one person dedicated to some sort of economic development activity.
12 The odds are not in your favor, trust me.
13 So now, the question how?
14 And why is Mars in your slides?
15 Please allow me to explain.
16 Relationship Marketing: Recognizing long term value of client relations, and extending your communication beyond advertising and marketing campaigns.
17 Build can not, a relationship, with an advertising campaign.
18 Hit the road, knock on doors, seek out those companies and build those relationships.
19 The Global Recruitment Process Who s In Your Crosshairs? Research by Industry, Sectors Proactive Public Relations Secure Face-to-Face Meetings Identify, Meet with Partners Host Trade Missions, Events Meet with Partners, Again Host for Site Visit Legal Advice Closing the Deal
20 The Process In the Crosshairs Research by Industry Proactive PR Face-to-Face Meetings Identify, Meet Partners Host Trade Missions In the case of Brownsville Identified synergies with Latin America But beyond just Mexico Looked at emerging economies South America presented huge opportunities Meet Partners, Again Host the Site Visit Legal Advice Closing the Deal
21 The Process In the Crosshairs Research by Industry Proactive PR Face-to-Face Meetings Identify, Meet Partners Host Trade Missions Researching Industries, Sectors Data gathering Crunching the numbers Making sense of the numbers Derive a plan of action from such data Meet Partners, Again Host the Site Visit Legal Advice Closing the Deal
22 The Process In the Crosshairs Research by Industry Proactive PR Face-to-Face Meetings Identify, Meet Partners Host Trade Missions Meet Partners, Again Proactive Public Relations Communication, derived from marketing & research Creating balanced, proactive news Decide whether to use advertising, or not Editorial placement Host the Site Visit Legal Advice Closing the Deal
23 The Process In the Crosshairs Research by Industry Proactive PR Face-to-Face Meetings Identify, Meet Partners Host Trade Missions Meet Partners, Again Host the Site Visit Legal Advice Closing the Deal Business, Corporate Recruitment Lead generation from different sources: Internal research (BEDC) Consultants Select USA Site Selector Network Office of Texas Gov. Calls, Inquiries AmChams, and other trade associations Outreach phase Face-to-face meetings Get your pitch ready
24 The Process In the Crosshairs Research by Industry Proactive PR Face-to-Face Meetings Identify, Meet Partners Host Trade Missions Meet Partners, Again Develop foreign partnerships EDOs don t exist outside of the U.S. Will need to identify decision makers Corporate executives belong to certain clubs Elected officials have huge influence U.S. elected officials help open doors Host the Site Visit Legal Advice Closing the Deal
25 The Process In the Crosshairs Research by Industry Proactive PR Face-to-Face Meetings Identify, Meet Partners Host Trade Missions Meet Partners, Again Host the Site Visit Host Recruitment Events Coordinate trade missions to their country Provide value-add session for entrepreneurs Doing business in the U.S. Permit processes Market opportunities RSVPs, also don t necessarily exist Figure ways around language barriers Legal Advice Closing the Deal
26 The Process In the Crosshairs Research by Industry Proactive PR Face-to-Face Meetings Identify, Meet Partners Host Trade Missions Meet Partners, Again Remember those relationships Can t depend on annual visits Follow up with companies Continue meetings with elected officials Key partnerships with trade associations, etc. Friendship is a must in international business Host the Site Visit Legal Advice Closing the Deal
27 The Process In the Crosshairs Research by Industry Proactive PR Face-to-Face Meetings Identify, Meet Partners Host Trade Missions Meet Partners, Again Host the Site Visit Legal Advice Bring Them Home Well, not your home, per say Host group of companies for site visit Inbound trade mission Set up training seminar(s) One-on-one visits with local companies Time for other activities It s your time to impress Closing the Deal
28 The Process In the Crosshairs Research by Industry Proactive PR Face-to-Face Meetings Identify, Meet Partners Host Trade Missions Meet Partners, Again The Legal Aspect Visa requirements are a must Legal aspects of running a business Taxes in the U.S. Employment discussions Law enforcement advice Host the Site Visit Legal Advice Closing the Deal
29 The Process In the Crosshairs Research by Industry Proactive PR Face-to-Face Meetings Identify, Meet Partners Host Trade Missions Meet Partners, Again If it s time to close the deal Host the Site Visit Legal Advice Closing the Deal
30 The Process In the Crosshairs Research by Industry Proactive PR Face-to-Face Meetings Identify, Meet Partners Host Trade Missions Meet Partners, Again Hopefully, you should know this by now. Host the Site Visit Legal Advice Closing the Deal
31 The Results Visits to South America 24 Number of meetings (all types) 334 Media interviews 56 Dialogue with Sea Ports 4 Dialogue with Universities 3 Proposed Sister Cities 2 Participants at trade missions 714 Inbound mission participants 73 Top active projects 11
32 In Summary Brownsville s Objective: Establish unique partnerships Facilitate FDI from South America Strategic center for distribution to Latin America Become an option for investment in addition to Florida Also mining other global markets as well
33 In Summary In the Pipeline: $200-plus million in FDI capital investment Closing of deals, expected by early to mid 2015
34 Do, or do not. There is no try. Specially prepared for IEDC Annual Conference, October 20, 2014 By Gilberto Salinas, The Brownsville Borderplex in South Texas
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