FDI Strategy

Competition for FDI among locations around the world is more intense than ever and shows no sign of slowing down. At the same time, the tools, methods and messages being used by different regions to identify and attract investment are increasingly similar.

Many property companies direct their investment attraction efforts on very broadly defined geographic and industry markets. This lack of focus means that many FDI attraction initiatives do not appeal to their intended audiences because the message is too general. Another challenge faced by many companies is that investment attraction efforts are often fragmented, meaning that different activities conducted by the same company are not coordinated.

In this environment, we believe that successful locations are those that adopt an approach that is both “focused” and “integrated”:

  • “Focused” means that agencies should concentrate their efforts on clearly defined sectors and markets with the greatest potential for attracting investment. Our approach goes beneath the surface of a target industry to understand how the industry really works and where the greatest opportunities for attracting investment can be found.
  • We then work with our clients to develop an “integrated” attraction campaign that incorporates different methods to influence and reach investors, from direct contact to potential investors to the selective use of media and promotional tools.

  • Developed a FDI attraction and promotion strategy for the Panama Pacifico special economic zone (2014)
  • Implementation of a multi-channel, international marketing and branding campaign (ongoing)

  • Developed a comprehensive FDI attraction strategy (2012)
  • The strategy included a 2-year FDI attraction action plan for Catalonia’s global network of offices

  • Developed a comprehensive strategy and action plan to attract FDI from identified target sectors and source countries to the 11-state service territory of this major US electricity provider (2014)

  • Developed a global FDI attraction strategy; provided training and coaching to foreign office directors in ten countries; initiated and coordinated sector-specific FDI attraction campaigns in different countries and sectors; developed promotional materials and FDI attraction tools (2009 –2012)

Case Study: Panama Pacifico

Panama Pacifico, a mixed-use redevelopment project of the former US Howard Air Force Base, wished to develop a FDI attraction strategy and international promotion campaign. Over a period of 5 months, Conway Advisory:

  • Gathered and reviewed information and data on Panama’s economy, infrastructure and other location attributes and recent investment activity as well as on Panama Pacifico’scharacteristics compared to competitor sites,
  • Identified specific industries and certain types of corporate activity as target sectors for investment attraction and analyzed these regarding key target countries and more specific target groups of companies and their potential to invest in Panama,
  • Developed an action plan for pro-active investment attraction activities in the identified target sectors and countries as well as a marketing strategy defining promotional measures and objectives for achieving a greater international awareness of Panama Pacifico as an attractive investment destination.

Case Study: Invest in Catalonia

Invest in Catalonia wished to develop an entirely new FDI attraction strategy in light of economic changes in Spain. Over a period of one year, we have:

  • Evaluated over 50 industry sectors to identify those with the greatest potential for attracting FDI to Catalonia.
  • Conducted a detailed mapping of the top sectors to determine key markets for attracting FDI and identify opportunities for promoting Catalonia and reaching potential investors.
  • Developed a detailed 2-year action plan for each of the Catalonia offices around the world involved in FDI attraction.
  • Conducted two workshops for Invest in Catalonia’s entire team of domestic and foreign-based FDI professionals.
“[Conway Advisory] is a highly advisable partner for any company or agency with investment projects or international promotion programs to undertake. It’s not only about global profile, as their professionals show an impressive track record and comprehensive knowledge of the productive investment field, a know-how that is not easy to find. They helped us to design an FDI-attraction working-plan for our international network of offices, to identify target opportunities and to develop a qualified training program for our consultants. All assistance was highly oriented to results, and we are still using their methods and perspectives. During more than one year they’ve been one of us; one of our team.” -Joan JosepBerbel, Director, Invest in Catalonia, Government of Catalonia

Case Study: AEP

AEP, one of the largest electric utilities in the United States, wished to develop a strategy for attracting FDI to its service territory which covers 11 US states. Over a period of 5 months, Conway Advisory:

  • Distinguished 17 sub-state level regions in AEP’s service territory and analyzed key manufacturing sectors and investment projects (both domestic and international) in each region to identify a longlist of 10 potential target industries,
  • Conducted a detailed analysis of target industries’ structure and developments as well as characteristics and determinants of FDI projects into the US and determined top source countries and key sub-sectors of a shortlist of 6 target industries with the greatest potential for attracting FDI,
  • Developed an action plan consisting of specific activities for approaching potential investors (e.g. visiting trade shows and conferences) and promoting AEP’s service territory as an attractive investment location (e.g. through multipliers and specific media) and determined the level of funding and personnel resources required for implementation.

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