The involvement of Companies in Territorial Attractiveness Strategies

Les entreprises agissent sur l’attractivité du territoire

The involvement of Companies in Territorial Attractiveness Strategies

Vincent Gollain IAU Ile-de-France, Director, Economic Development Department

Vincent.gollain@iau-idf.fr @VincentGollain

IAU Ile-de-France & I

IAU Ile-de-France,

Foundation for Better Living Cities

IAU = the Paris Region Planning and Development Agency.

We have more than 160 experts

I’m the Director of the Economic development Department

I’m also the President of the Territorial Marketing Club of ADETEM / CNER and

author of books and methods

Fields of expertise: Economic Development and Marketing

NEW

http://boutique.lagazette.fr/reussir-demarche-marketing-terri-option.html

The Menu

•Why Involvment of Companies in territorial Development and Attractiveness is strategic?

•How does-it work?

How to define Attractiveness?

The attractiveness of a territory can be defined as its ability to attract specific

resources from outside and to locally retain those that are re-competed by

other territories.

Why and how companies are involved in Attractiveness?

WHY INVOLVEMENT IS STRATEGIC?

Companies are already a key Component of Attractiveness

Integrated in the territorial Value Chain

New activities and jobs boost competitiveness New destinations, new visitors

Attractiveness is key, but Competition is increasing

ATTRACTIVENESS

IS NOT

AUTOMATIC.

YOU HAVE TO

WORK ON IT!

Go further by Cooperation to create a win-winSituation

• By working together companies, localauthorities and other players could create anadditional « territorial Value-added » andreinforce the competitiveness

• Collaboration: a « State of Mind » + Projectmanagement Method

• Collaboration needs time

HOW DOES-IT WORK?

You can collaborate @ each Step of the Branding and Marketing Strategy - the TRACER Model

TOGETHER

REPUTATION

AFFINITIES

CONVERSION

ENGAGEMENT

RETENTION

Collaboration : co-construction, co-management of the strategy, co-implementation

The Power of Alliances (Together)

1. Create a common ground for collective work / 2. Build a shared vision / 3. Create an alliance of public and private partners / 4. Co-construction

And also: London Entreprise Panel, Dedicated Commitees in Seoul, Partnership for New-York City, GreaterToronto Marketing Alliance, Council for Attractiveness (Paris Region), etc.

You can brand Places to improve the Reputation

= TELL A GREAT STORY WITH COMPANIES

Based on Affinities, choose with companies the Targets

= TARGET YOUR RIGHT « FANS »

Convert together the Prospects (On and Off-line)

= ENHANCE YOUR DELIVERY. EXAMPLE OF SHOW-ROOMS

Atlanta

Lyon

Val de Garonne

Use Social Media and brand Ambassadors to increase your Influence (Engagement)

= PROMOTE YOUR DESTINATION BY INFLUENCING

Work on Business Retention & Fidelisation

= HELP DEVELOPMENT OF EXISTING BUSINESS ACTIVITIES & INCREASE NUMBER OF REPEATERS

Retention is key because Location Criteria are changing

• The five pillars of the New World: Digital, Sustainable,Interconnected, Personnalized and collaborative

• Location criteria are changing: urbanization (globalscale), revitalization of enlarged downtown,collaboration, etc.

• More and more companies are driven by the locationcriteria of key salaries: creatives (R. Florida), digitalNatives (It companies and Business units, etc.),Researchers, etc.

Amenities create attractive Places for PeopleNew Urbanism / Collaborative Urbanism / PlaceMaking – new approaches centred on people

Businesses and PlaceMaking: the 5 Reasons

• They are directly concerned by the geographic areaof the projet and make business

• The area is a key Gateway to the Community andthey want to improve the experience of the visitors/ business travelers

• Some of their employees are involved inPlacemaking activities (Volunteers)

• They want to help the Community and reinforcetheir brand to Costumers

• They are already engaged by an activeparticipation to a local Community Board

“Through the placemaking process, we listen to the needs and wants of the local community and work with local partners and Project for Public Spaces to determine the amenities and ongoing programming that will support those needs.”

Marilee McInnis, SWA’s spokesperson for the Placemaking Program, 2014

Airlines serve many destinations, but Southwest Airlines is working to make sure the destinations it serves are better places for their passengers to visit.

www.iau-idf.fr

Thank You for your Attention