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