Post on 01-Jan-2016
description
Facts Topped Forbes China List
of Best Cities for Business
5-Year Plan; defined goals for promotion of international trade and economy; also identified areas of improvement conducive to enhancing marketability of the city
2,000 years of history as key national and foreign trading port
Traditional Cantonese culture
Foreign and Western cultures have been ingrained in Guangzhou’s makeup
Financial regulations are weak and change frequently
Fiction Reputed international
business center
Low-carbon/eco-friendly
Fair legal system
Transparency
Folklore “Thousand-year business capital
of China”
Open to accommodating culture
Open to international influence
Friendliness of the people
Cantonese food is renowned and considered to be gourmet Asian cuisine
Liberal culture in contrast to Northern China
Five steps
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Problem
Guangzhou’s cultural identity, primarily in regards to international trade and business, is masked by conflicting information and misrepresentations.
Solution
“Flourish with Guangzhou”; an overarching and all-encompassing theme that can be tailored to international businesses, industries, and individuals.
Benefit
You have the opportunity for your brand or business idea to succeed and “flourish” in an environment that cultivates creativity.
Don’t worry
Guangzhou and the Guangdong Province government has taken steps to promote an environment conducive to the internationalization of business through the 5-Year Plan
Statistics show Guangzhou is a steadily increasing consumer market
How it works
More than 2,000 years of history of integrating cultures and engaging international business through trade
Close proximity to Hong Kong; geographical center of the South Asian economic circle
Tradition and modernity co-exist and blend to create a diverse and open foundation for introducing business in 11 distinct districts promoting 36 of 39 industry categories
Strategic brief
Target Audience
“A different type of businessperson.”
An individual looking to engage in a business community that fosters and nurtures personal growth while also cultivating creativity.
Adventurous, risk-taking individuals looking for something more
Insight
Belief: I believe a business culture that cultivates creativity will help my brand/business flourish.
Behavior: I seek out unique communities that not only value successful business but also value quality of life.
Wish: I wish there was a community that enabled economic prosperity while establishing an environment conducive to my own personal growth.
Strategy
Showcase the level of sustainable opportunity available in Guangzhou through inclusion of aspects of the Cantonese culture that have cultivated economic prosperity throughout time and will continue through the 5-Year Plan.
Strategic brief
Positioning
In Guangzhou, history and modernism intertwine to create a city with a rich foundation and an unparalleled soul that cultivates creativity, nurtures pragmatic thinking, and fosters innovation.
Tone
Warm and inviting, yet powerful
Should establish reassurance as well as convey Guangzhou’s originality and opportunity
Manner
Leave viewer feeling empowered and with a sense of security
Should instill a lasting message that resonates with the viewer and encourages them to seek out further information
Leave the viewer with an understanding of the depth of the Guangzhou identity and the opportunity the city offers
Three T’s
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Tangible Benefit Truth That’s Me!
Your ideas won’t be lost here; it’s a place that promotes creativity while also nurturing growth.
With 2,000 years of foreign influence starting as the first port on the Maritime Silk Road, a central location in the South Asian economic circle, and a community that blends tradition and modernity in 11 distinct districts, your creative ideas will flourish in Guangzhou.
I want to expand my business to a global level within an international community that cultivates creativity, nurtures pragmatic thinking, and fosters innovation.
Print Ad
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Talking Points
GDUFS student produced Incorporates history of
Guangzhou while also showcasing diversity and modernity
Road, tower, kapok flower From humble beginnings,
coupled with spirit and culture, monumental achievement and success can come forth.
Storyboard
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Scene 1 Scene 2 Scene 3
Aerial view of lush, green mountains with Pearl River flowing through from the Southeast to Northwest.
Soaring down onto the surface of the Pearl River, the streams divide to split the land.
Flowers begin to sprout, as the streams continue to spread throughout the mountainous land.
Flowers continue growing, separated by the streams. Each separated land maintains the same color scheme. Flowers begin to bloom. The stream the camera is following transforms into a cobblestone path, which we continue to follow.
Storyboard
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Scene 4 Scene 5 Scene 6
Flowers begin to evolve and continue growing into famous monuments and buildings of Guangzhou. The first flowers to bloom transform into the historic Five Goats Statue.
Continuing along the path through the City of Flowers, the next group of flowers transforms into the historic Sun Yat Sen Memorial Hall. Flowers are seen continuing their progress in the distance.
The cobblestone path gradually transforms into pavement. The next building we see transform from the flowers is the Guangzhou Municipal Government Building.
Storyboard
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Scene 7 Scene 8 Scene 9
The pavement continues to a kapok tree, which begins spiraling and transforming into the Canton Tower.
The camera pans out to encompass the Canton Tower and all the other buildings standing in a garden of flowers, with the focus on the Canton Tower.
The Canton Tower begins to shoot fireworks which form the flower of Guangzhou, the kapok. The slogan “Flourish with Guangzhou” appears. Fades to black.
ScriptIn the “City of Flowers,” originality and innovation have been flourishing since Guangzhou’s humble
beginnings as a local trading port situated along the Pearl River. With a rich history of being China’s
gateway to the world that spans more than 2,000 years, Guangzhou is no stranger to being progressive
and unique. Today, Guangzhou is a garden that cultivates creativity, nurtures pragmatic thinking and
fosters innovation.
Dedicated to enriching quality of life and establishing an environment that advances growth in the
international business community, Guangzhou is taking leaps and bounds towards solidifying its
position as a leader in global trade.
Here, history and modernism intertwine to create a city with a rich foundation and an unparalleled soul. With an inherent sense of hospitality, openness and community, Guangzhou provides the opportunity for you to learn, experience, create, sustain, grow, and
discover. Guangzhou doesn’t just provide the opportunity for you to plant your seed – it allows you
to watch it flourish. Embrace the opportunity. Flourish with Guangzhou
Mobile Plan
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Institute mobile application for
businesspersons in Guangzhou
Revamp Guangzhou website
Implement social media plan for businessperson
community
Access to current exchange rates, world-wide business news, and general news/trends regarding business in the Guangdong Province and Guangzhou metro area
Provide users with basic resources that improve accessibility to Guangzhou information, including accommodations, transportation, dining, etc.
Business page needs to be more cohesive with the modern culture of Guangzhou
Needs to display the contrast between traditional Canton and modern Guangzhou and how they have blended to become this all-inclusive community
Make website fully responsive so it is easily accessible from mobile devices
Weibo to provide ex-pat relationships and foster advice from experienced, international business community
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Next stepsGOING FORWARD
Embrace earned media
Research which
nationalities are most likely to
create business here;
accurately translate
promotional material
accordingly
Tailor campaign to target specific
industries
Develop professional-
level promotional material to
launch globally
Establish this campaign as the foundation for all
international outreach from Guangzhou