Region, city and location marketing

On a daily basis we support companies across many industries in selecting the right location around the world. This provides us with all the tools and insights we need to help you identifying those elements in your regional or location value proposition that can be utilized to attract new companies. Our experience in working with corporates every day also enables us to understand in which elements your business proposition could further improve. Based on our extensive market knowledge we develop tailor made marketing strategies for regions, cities and business locations. A specific area of expertise that we have is to support knowledge intensive locations such as campuses, science parks and innovation districts in the development of their marketing strategies and plans.

We conduct location marketing projects on different levels:

• City
• Regional or National
• Technology cluster
• Business or science park

For attracting and retaining companies in(to) your region or specific location it is not sufficient to offer excellent connections, business locations, business friendly regulations or a world class university. You need to actively assess the main requirements of specific target groups, address them and be able to offer tailor made solutions. One of the main decisive factors in location decisions nowadays is access to talent. What solution can you offer to established companies with expansion plans and to new investors?

Based on our extensive experience in working with corporates in their location selection projects we can support you in identifying the main assets you have (why should companies have your region on their radar screen as a potential future location?), addressing the main elements where your business climate could improve and in understanding which specific target groups have the strongest fit with the value proposition of your business location, city or region.

• How can you improve your competitive positioning?
• What is the feasibility of specific (newly developed) value propositions you want to present to potential investors?
• What is the best route towards implementing (new) value propositions?
• How to develop a comprehensive marketing plan?

Defining the proposition of your business location, site, office park, /science park, campus or technology cluster is the first steps towards your marketing strategy. The next step is a feasibility assessment, followed by the realization of the new concept/business location and the organization of marketing.

Value proposition development

The value proposition addresses specified target groups. It is necessary to understand your competitive position compared with other competing locations, cities or regions. You should be aware of your competitive advantages and disadvantages to be able to reach out to the right target groups and to improve your proposition where necessary. Conducting a benchmark study using our proven location assessment methodology based on Cost, Quality and Business Risks of locations provides you with such insights. Branding your location and its concept starts with a full understanding of the unique selling points.

Feasibility analyses of a business location/cluster

• Based on a well-thought and competitive site or cluster concept, our next step is to assess the feasibility of the concept and specify future demand by discussing the concept with market experts and leading end users.
• This forms a solid basis for forecasting realistic market demand: what can be expected from the local/regional, national/State and international market?
• Finally, an in-depth analysis of the proposed target groups is needed to define the type of companies that really have a strong fit with your concept.
• At the end of the feasibility assessment, together with you, a ‘go-no go’ decision will be made, which may also include a decision to adjust the concept to tailor it further to the requirements of your specific target groups.

Implementation planning

• In your route towards implementation, co-operation with (potential) shareholders, stakeholders and (funding) partners is critical. Gaining insight in the financial implications, timing and phasing of the development lays the foundation for managing the process.
• We support you to bring the right stakeholders together, map the expectations and interests of all stakeholders, manage the buy-in process and finally to come to agreement on your plan for implementation.

Marketing plan

• In the marketing plan we compose the right marketing mix. This is an optimal mix of instruments and resources to ensure effective and efficient activities.
• Many marketing instruments are available. An example is the identification of relevant trade shows and conferences where you can showcase your city’s or region’s offering and get in touch with your target group. Another example is the development of a targeted marketing campaign, identifying specific target companies and persons within those companies and approaching them with a targeted value proposition.
• Yet, for every region, city, cluster, business site or science park/campus, you will have to develop a specific set of marketing instruments, answering the question: how to allocate the available resources in the most effective and efficient way?

We offer end-to-end solutions in successful marketing of cities and regions, and in the development of successful business climates and locations. Below we present a full overview of our services

Proposition development

• Creation and development of specific marketing concepts
• Identification and selection of the most promising target markets
• Analysis of location patterns and site selection behavior of leading companies/end-users in the target groups identified
• Benchmarking with other sites/locations/cities/regions

Feasibility assessment

• Feasibility study on site concept (e.g. expert opinion sampling, market testing)
• SWOT analysis (Strengths, Weaknesses, Opportunities, Threats)
• Cost-quality-risk assessments and developing detailed marketing scenarios (short term/long term)
• In-depth assessment of target groups or potential clients
• Assessment of international market potential

Realization phase

• Assistance in business plan development and project management (next 1 to 4 years)
• Organizational advice on the site marketing organization i.e. objectives, responsibilities, structure, people, budget
• Guidance in co-operation with stakeholders for example via management workshops, roundtable discussions, public-private partnerships, etc.)

Marketing plan

• Development of a comprehensive business plan
• Compiling product papers, bid books, value propositions, brochures, databases, roadshows, etc.
• Identification and selection of the right marketing mix: advertising, direct marketing, event marketing, PR/free publicity, internet, networking/multipliers
• Operational marketing planning (next 6 to 12 months): actions and budgets
• Hands-on training for marketing staff
  • investment project cases
  • how to contact and deal with companies
  • inquiries, fact finding trips, etc.

• Brabant Development Agency
• Pivot Park
• Austrian Business Agency
• MIDAS – Invest in Manchester
• Invest in Denmark