1) The document discusses constructing an inward investment marketing strategy for the UK in 2013/14. 2) Key strategic issues are effectively linking with the Prime Minister's office, implementing the GREAT campaign, selecting targeted campaigns, understanding which sectors and markets are most receptive to investment, and applying lessons from 2012/13. 3) The strategy will focus on digital presence, keeping promises to investors, choosing effective campaigns, providing guidance to country managers, and integrating social media and relationship building into campaigns.

1. Constructing an inward investment marketing strategy for 2013/14
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2. THE UK HAS THE MOST OPEN AND BUSINESS-ORIENTATED
ECONOMY OF EUROPE, WITH THE MOST FLEXIBLE LABOUR
MARKETS, AND THE LEAST RESTRICTIVE SYSTEMS
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3. Strategic issues for investment marketing in 2013/14
Linking effectively to Number 10/PD Partners and implementing
GREAT. Also campaign selection and development
Segmentation and messaging/value propositions
Propensity of (sub)sectors and markets to invest and marketing ROI
for particular sub-sectors
Applying learnings from 2012/13
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4. Strategic issues for investment marketing in 2013/14
As part of our work with the Government Digital Service, look at our
online investment presence going forward and the global reach for our
messaging
Making and keeping our promises to customers: Marketing
communications resources and guidance for the entire network
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5. Campaign selection and development
Investment Development’s “product/marketing criteria” process will
help us inform us to choose the right campaigns
“Toolkits” will enable single country marketing managers to adapt
material and run campaigns. This will give us more marketing for less
budget
The campaign team will give social media guidance and training for
the global FDI network
Campaigns should integrate and plan all marketing communications,
and have a relationship marketing and investor development element
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6. Segmentation and priority sectors and markets
This brainstorm group has used an “entrepreneur/SME/corporate”
segmentation to recommend marketing messages and channels for
the four customer journey stages. We know the basic drivers are
“market seek, technology seek, efficiency seek”
We will soon know the (sub)sector and market priorities and a
judgement call will be needed on how receptive they will each be to
marketing approaches, and how they link into GREAT campaign
priorities. Pilot testing will give greater insight into customer wants and
needs
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7. Applying the learnings and moving forward
Leverage the awareness GREAT has delivered globally and realise its
full business nation branding potential, especially in the 2013/14
GREAT priority markets and maximise the opportunity of digital
There should be a climate of innovation and challenge to the status
quo learning from HOTHOUSE. Video will grow in importance and the
default will be digital. Cross cutting themes like innovation will be
developed, plus cluster-based marketing on the Tech City model
Should there be other side bets for marketing activity – e.g. Malaysia,
Middle East SWFs, PSO markets?
We will critically evaluate competitor review findings
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8. Evaluation
“Investment PIMS”, regular surveys, formative (during
project/campaign) and summative (at end)
Evaluation built into every campaign – more work needed to get report
back from posts against agreed measures
If our marketing approach works we will defend our position against
Germany and France. We will be “market makers” i.e. the mix of our
FDI portfolio will change
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