Build Image and Market a City to National, Regional and International Investors
Although a city IPI will have fewer resources to devote to its image, at least as it pertains to foreign direct investment, than a national IPI, it must give some thought to the points it wants to emphasize before producing promotional materials. The Handbook for Promoting Foreign Direct Investment in Medium-Size, Low-Budget Cities in Emerging Markets and the Investment Generation Toolkit explain in detail to what extent and how a low-budget, medium-size city might build its image, drawing from knowledge gathered while developing the business promotion strategy and action plan, and in particular through the SWOT analysis.
With an understanding of the strengths and opportunities it wants to highlight, it can create promotional materials to convey its image to investors. These materials might include:
- Investment guides with information on potential sectors, laws and regulations governing new investment, business registration and operating procedures. (Create hard copy, CD-ROM and online versions of the investment guide.)
- Sector profiles. (See sample profiles and a sector profile template.)
- Website. (See InvestinKumasi.com and InvestinBlantyre.com, as well as MCI’s guide to building an investment promotion website.)
- Brochures. (See a sample, and the Handbook for Promoting Foreign Direct Investment.)
- Posters/banners for investment promotion events.
These materials will be disseminated in a number of different ways:
- Investment forums and other events. See the “Guide to Preparing an Investment Promotion Event.”
- Press releases.
- Exhibition stands or posters at relevant events.
- Direct approach to high-potential target investors.
- Networks such as embassies, professional associations, etc.
- Incoming business missions.