The Brownsville
Global Outreach Strategy
Specially prepared for IEDC Annual Conference, October 20, 2014 By Gilberto Salinas, The Brownsville Borderplex in South Texas
During economic downtown, forced to think outside the box and diversify our lead generation sources and streamline our recruitment process.
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Asked ourselves ‌ what do we want to be when we grow up?
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An International City, so we said.
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After extensive research and evaluation of industry, sectors, we found out were were an international city. ‌
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We just were not acting like one.
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Why should my EDO recruit globally?
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On average, there’s between 150 and 250 deals in the United States, i.e., expansions and / or projects of significance.
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The competition …
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19,429 cities and municipalities in the United States.
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And they all have, at the very least, one person dedicated to some sort of economic development activity.
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The odds are not in your favor, trust me.
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So now, the question … how?
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And why is Mars in your slides?
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Please allow me to explain.
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Relationship Marketing: Recognizing long term value of client relations, and extending your communication beyond advertising and marketing campaigns.
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“Build can not, a relationship, with an advertising campaign.”
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Hit the road, knock on doors, seek out those companies and build those relationships.
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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
The Process In the Crosshairs
In the case of Brownsville
Research by Industry
Identified synergies with Latin America
Proactive PR
But beyond just Mexico
Face-to-Face Meetings
Looked at emerging economies
Identify, Meet Partners
South America presented huge opportunities
Host Trade Missions Meet Partners, Again ‌ Host the Site Visit Legal Advice Closing the Deal
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The Process In the Crosshairs Research by Industry Proactive PR Face-to-Face Meetings Identify, Meet Partners
Researching Industries, Sectors Data gathering Crunching the numbers Making sense of the numbers Derive a plan of action from such data
Host Trade Missions Meet Partners, Again ‌ Host the Site Visit Legal Advice Closing the Deal
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The Process In the Crosshairs Research by Industry
Proactive Public Relations
Proactive PR
Communication, derived from marketing & research
Face-to-Face Meetings
Creating balanced, proactive news
Identify, Meet Partners
Decide whether to use advertising, or not
Host Trade Missions
Editorial placement
Meet Partners, Again ‌ Host the Site Visit Legal Advice Closing the Deal
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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
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
Closing the Deal
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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
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The Process In the Crosshairs
Host Recruitment Events
Research by Industry
Coordinate trade missions to their country
Proactive PR
Provide value-add session for entrepreneurs
Face-to-Face Meetings
Doing business in the U.S.
Identify, Meet Partners
Permit processes
Host Trade Missions
Market opportunities
Meet Partners, Again ‌
RSVPs, also don’t necessarily exist
Host the Site Visit
Figure ways around language barriers
Legal Advice Closing the Deal
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The Process In the Crosshairs Research by Industry Proactive PR Face-to-Face Meetings Identify, Meet Partners Host Trade Missions
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
Meet Partners, Again ‌ Host the Site Visit Legal Advice Closing the Deal
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The Process In the Crosshairs Research by Industry
Bring Them Home
Proactive PR
Well, not your home, per say …
Face-to-Face Meetings
Host group of companies for site visit
Identify, Meet Partners
Inbound trade mission
Host Trade Missions
Set up training seminar(s)
Meet Partners, Again …
One-on-one visits with local companies
Host the Site Visit
Time for other activities
Legal Advice
It’s your time to impress
Closing the Deal
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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
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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
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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
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The Results Visits to South America Number of meetings (all types) Media interviews
24 334 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 GLOBAL STRATEGY
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
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In Summary
In the Pipeline: $200-plus million in FDI capital investment Closing of deals, expected by early to mid 2015
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“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