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Marketing Strategy Report

July13th 2005

Observations
• Depth of marketing experience & expertise in DLCs • Notable success stories • A range of partnership models developed • General agreement on cooperation …but • Widely varying expectations, approaches & goals • Limited marketing resources – need to prioritize

Identity?
• A diverse set of start-up businesses established in varying environments • But they were established to interact • an integrated corporate entity, perhaps a franchise.

Value Proposition The GDLN helps clients reach more participants within the same time frame. short interactions to change the format of knowledge sharing activities and make them much more effective. It makes possible regular. more cheaply. .

Capacity building for Projects .Client Project Management Units.funded by World Bank and other agencies . Training courses for: .Development Agencies’ Operations Services: 1. 2.World Bank & Donor agency staff .What is the EAPA marketing? Business Line 1 .

Communications Services: 1. Crisis management Videoconferences and training programs . Conferences and formal events 2.What is the EAPA marketing? Business Line 2 .

What is the EAPA marketing? Business Line 3 .Networks & Communities of practice Services: Policy dialogues among peer groups .

Courses for groups 2. Courses for individual fee-paying students .What is the EAPA marketing? Business Line 4 – Structured courses and training programs Services: 1.

Educational institutions Practitioners . researchers. institutions funding agencies International organizations ASEAN APEC etc. officials. managers Professional organisations • Assistance to DLCs in the network .g. e..To whom are we Marketing? • Corporate Level (BDQC/TDLC) Partnerships with: – – – – – – Content providers WBI.

Using GDLN in regular business . Aware and interested but not as yet committed 3.Corporate (TDLC) level Partnership Strategy Three stages of partner engagement: 1. Unaware of GDLN benefits 2.

To whom are we Marketing? Retail Level (DLCs): – – – – Client governments Line agencies/PIUs Funding agencies at national level The “right people in the room” for activities • Eminent persons • Technical specialists/practitioners • Course participants .

Retail level Marketing Strategies: Identifying and responding to local opportunities Generally aimed at building utilization rates more focused as business plans develop liaison with local partner representatives Getting the right people in the room Ensuring local relevance and impact Under corporate model .

Issues/Constraints • Is there an EAPA region? • How well does it match market needs/expectations? .

Current EAPA DLCs Planned EAPA DLCs Priority:Recruit USP ASAP .

AusAID Regions JICA Regions East Asia South-east Asia Regional Pacific Oceania .

CAREC GMS ASEAN BIMPEAGA ADB Regions EU Regions Pacific Pacific IMG-GT .

Japan. Manila Agency decision-making decentralized Donor regional structures don’t match EAPA region – global reach . Australia.Corporate level constraints • • • • • • Time and resources to bring partners to fully committed stage Sustainability of some services Internal WB marketing required Client geographical Spread – HQs in USA. Europe.

responsibilities and funding – Project cycle long term – Diverse clients. printing.Constraints • At Retail Level: – Limited personnel & access to marketing expertise – Lack of a clear regional strategy. both HR and funds for advertising. etc . changing representation – Need for centralized marketing data – Marketing resources. roles.

so:• Focus on larger clients. labour intensive marketing • can provide sustainability • retail revenue streams • Move to regional corporate model – Agree roles. responsibilities.Strategies • Regional interdependence & limited resources. goals from outset – Develop and share resources and data – Address retail marketing resource issues • Set KPIs for partnership development – Reporting against KPIs – to BDQC? . build corporate partnerships – also include project-based partnerships • long term.

Marketing to Funding Agencies Funding agencies’ involvement includes: • Partnerships for DLC establishment and development • Generalised partnerships – funding untied to countries or sectors • Project-based partnerships – Can be sector.related • Build into DLC business plans? .

Marketing to Funding Agencies World Bank – internal marketing AusAID:Policy decisions centralised Country Program Strategies Regions don’t neatly match EAPA Management decentralised Center defers to Posts for decisions ∴ DLCs must market centrally & locally .

... empathy and adding value.Marketing to Funding Agencies • • • • Long-term strategy Target funding agency decision structures Opportunities occur everywhere Success through repeated liaison. but ….have end of financial year proposals ready .

aspx ?TID=009/05 – SAGRIC International Pty Ltd.au/tenders/displayetender.ADB. ~ Philippines – Business Opportunities .org .Marketing to Funding Agencies • Follow project cycle – LAC conducted successful World Bank virtual mission • Include local government agencies & consultancy firms • Share partnership development information & procedures • Track projects – http://www1.gov.List of Shortlisted Firms for Technical Assistance Projects .ausaid.

recruit the University of the South Pacific to the EAPA. To ensure EAPA regional coverage.Recommendations 1. .

multiDLC activities 3. Continue the TDLC corporate level partnership development strategy 4.Recommendations 2. Consider a project-based partnerships strategy . focus on clients with the capacity and potential to become partners in long-term. As marketing resources are limited.

Recommendations 5. Adopt a corporate structure that best fits the strategy and client needs • • • Corporate level – TDLC/BDQC Retail level – other DLCs Issues: • AusAID & ADB locations within region • Build local capacity for project-based partnerships .

Recommendations 6. . Let a tender for design of a logo and generic EAPA marketing materials for use by DLCs in local and regional promotions.

8. Use the TDLC website redevelopment as the basis for a cost-effective EAPA site 7. Information sharing. Give DLCs the opportunity to use the same platform to develop/upgrade their sites. The EAPA website should include a secure intranet to house regional resources .Recommendations 6.

Recommendations 9. Regional Newsletter – TDLC to seek competitive proposals from regional DLCs to publish EAPA newsletter – Print and distribute most cost-effectively .

Recommendations 10. – – – – – Other Marketing Materials regional brochure and logo poster layouts standard application forms accessible from the regional website Designed for production in different languages and characters .

Recommendations • Develop & publicize region-wide content & liaison with Donors:– Regional Newsletter – Latest News on website – can be printed directly from site – Quarterly reports – to donors? .

Recommendations 11. If so. communities of practice. Dealing with community groups & unsolicited proposals for collaboration – Determine whether they are potential partners. follow partnership development procedure. direct them towards other partners. – If not. thematic workshops .

Marketing KPIs Could be based around:– – – – – – – Establishing client needs Conversion Rates Marketing budget effectiveness Diversity of offerings Client/partner satisfaction Dealing with cancellations Handling complaints .

Thank You .