Title: Univers Condensed Bold Oblique 30 Points
1e
HUNGARY - A REGIONAL CENTER (HRC) Project
Communications
American Chamber of Commerce Budapest, 29 January
2002 Eszter Szabo Corporate Communications
Manager GE Hungary Rt
2Presentation Agenda
- Goal of HRC project communications
- Attributes of Hungary as a potential location
- Stakeholders, target audiences
-
- Partners, allies (possible resource
opportunities) - Messages
- Testimony, spokespersons
- Channels, tools, timing
- Next steps
3HBC project communications
Strategy
Execution plan
Actions/calendar
Feedback, evaluation
Timeline
4Goal of Communications
Create (design) the image of Hungary as the
best location in Central Europe for a
regional/European center with target
audiences - HRC image (PR)
Generate ongoing discussion with governmnets on
how to make H a better place to invest in
Market Hungary as BC location to customers
multinational / global companies
Measure Success (numbers)
5Attributes of Hungary as best potential location
Highly educated, multi-language
workforce Excellent location - true Center of
Europe Competitive cost structure Many
companies have already chosen Hungary Favorable
economic climate, stable political environment,
Service based economy, strong foreign
investment portfolio
Strengths, Weaknesses, Opportunities and
Threats Analysis Needed
6Stakeholders, Target Audiences
- Companies with
- regional business centres in Hungary
- critical mass of investment in H
- existing regional centres in WEC
- without current European (regional presence)
Governments
Legal firms, analysts, property developers
Scientific community, universities
- Media
- business, general, national, international
Detailed Stakeholder Analysis
7 Partners, Allies (resource opportunities)
- Companies
- Testimonies - top managers
- Utilise their network
- Internal sales efforts
- Government
- Joint actions, information sharing, network
and LEGISTLATION
- Law firms, analysts, property developers
- Sponsorship, network
- Intellectual capital in message development
- Scientific community, universities
- Testimony, case studies, international
scientific network
- Media
- National, international coverage on theme
One TuneVariety of Musical InstrumentsOne
Orchestra
8Messages, drafts
Highly educated, multi-language workforce (with
intern. experience) Flexible, able, skilled and
semi-skilled workforce Excellent location
Hungary - a world class commercial, technology
and production excellence in the Center of
Europe Competitive cost structure Many
companies have already chosen Hungary Favorable
economic climate, stable political environment
Service based economy, strong foreign
investment portfolio
9Current companies (testimony), spokespersons
- Develop list of companies, other partners and
identify - spokespersons
- Develop communications materials by business
- (presentation, video)
- Develop general communications materials
- Training (media, presentation)
If One Picture Is Worth 1K Words Then One
Testimony Video is Worth 1M
10Execution Plans Messages, Events, Channels,
Tools, Timing
Finalize communications strategy (February
meeting) Develop communications execution plan
(Amcham task force, March) Utilise already
developed opportunities (list) Roundtables/dinner
s with government officials Conference on
topic February 11, 2002 Chicago conf. April
17, 2002
TimingAccountability
11Communications Structure
Prepare
Do
SLOGAN LOGO
- EVENTS
- Government
- Multinationals
- Initiated by ACHAM
- COMS MATERIALS
- Discussion paper
- Data- fact sheet
- Studies
- MEDIA
- Individual interviews
- Generated by events
- Generated by studies
- SCIENTIFIC MATERIALS
- Research data
- International studies
HRC
- STUDIES
- Business Schools
- Other
- Scholarship
- VISUALS
- Photos
- Videos
- Presentations
- SALES
- ITDH
- Multinational leaders
- EXECUTION PLAN
- Calendar (own/shared)
- Training
12Next Steps
If You Do Not Measure It, You Do Not Know If It
Happened