0044 - Territorial marketing and partnerships from a real estate perspective

Course Description

This training is offered only to members of the NB Association of Municipal Administrators as part of the Municipal Management Training Program.

During this two half-day workshop, two themes will be explored: territorial marketing and real estate partnerships.

Part 1 - Territorial Marketing: Stand Out to Thrive!

This workshop will help you understand the challenges of territorial marketing, a tool that allows a territory to consolidate its promotional and advertising efforts in favour of all the stakeholders of your community, either on an industrial, tourism, cultural, municipal or citizen level.

Territorial marketing, or the definition of its economic identity, refers to every single action and reflection engaged by an organization (a local government, for example) in order to develop and promote a positive image for various target clients. As a result of globalization and the development of new technologies (internet and leading social networks), the importance of standing out from the others has taken centre stage in attracting investments, population, entrepreneurs, tourists, and events, and has also become a local concern to ensure economic growth and prosperity for our own residents.

We will therefore try to pinpoint the role of a local government within such an approach, the assets available to take on the challenge, the way to move beyond parochialism to re-examine, reinterpret, and establish a better definition of our new economic and social space. We will also demystify the very concept of territorial marketing, which is often confused, in the words of many specialists, with “a good advertising campaign”.

While communications expert contribution is essential after having achieved the image design and commercialization phase of your new economic identity, we contend that it is first and foremost an exercise in economic development aiming to provide you with the tools that will allow you to regain this fundamental aspect of your municipality’s future development.

Goals:

At the end this workshop, you will be able to:

• further understand territorial marketing challenges in order to consolidate your promotional and advertising efforts in favour of all the stakeholders of a community, either on an industrial, tourism, cultural, municipal or citizen level;
• use tools that will allow you to define and specify your economic identity to promote a positive image to various target clients;
• situate the role of your municipality within the approach, interpret and establish a better definition of your new economic and social space, well ahead of an advertising campaign.

Part 2 - Partnerships from a Real Estate Perspective

The second part of this workshop will last 75 minutes and demonstrate a form of partnership that local governments can implement to stimulate real estate investments.

Today, successful attraction and retention of companies also relies on real estate offer. It is important to understand that the windows of opportunity are very small and that the competition is fierce. Therefore, a sector’s agility and efficiency to respond to real estate needs becomes a strategic component. It is not a question of simply being competitive with the selling and renting prices, but also with the availability of premises that have been customized for the target markets and for the types of companies you are interested in attracting.

Basically, real estate strategies can be established on all investment-ready premises owned by the municipality. In a new setting in which business projects are realized very quickly and competition is fierce, you will be presented with a real estate strategy that can be implemented by a municipality: the call for proposals. This strategy is a tool that will help you carry out turnkey rental real estate projects with private partners.

Goals:

At the end of this workshop, you will be able to:

• understand the key elements that allow a community to respond to opportunities with agility and efficiency;
• support your business attraction and retention strategy thanks to a customized real estate offer;
• use a real estate strategy that can be implemented by a municipality: the call for proposals.

Applies Towards the Following Certificates

• Municipal management training program : Block 3 : Operational management and contemporary themes