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By Brian
Choudhary ( http://www.mziglobal.com/brian.asp)
To answer this question, MZInc. presents a creative case
study that was developed in the summer of 2001.
With the goal of giving businesses in the US a taste of Moroccan
culture, a week of festivities can be planned which we could
call the "Week of Sun and Light." By using the "show
me, don’t tell me" business approach, the major
impetus behind this festival is also your organization’s
mission: using creative and fun tools to do serious business.
This festival would be a selling tool that can give American
businesses a greater understanding of what a Moroccan company
could offer.
E-Commerce Web "Bazaar": Scheduled to start 6 months
prior to the "Week of Sun and Light", the Web "Bazaar" would
integrate all the businesses that Morocco has to offer, arranged
into 5 major industries. The largest would be the People and
Skills investment opportunities. We would feature stories
from CEOs and decision makers from a range of companies that
have experienced success-doing business in Morocco. Overall,
we envision the Web Bazaar as an electronic selling tool for
the Morocco-US Council on Trade and Investment.
- Trade Fair: A live business festival, designed
to be nothing but the most highly creative, fun, and comprehensive
trade show that Morocco has ever enjoyed.
- Skills Fair: Because our goal is to portray Morocco
as a developing nation offering people skills far exceeding
other, troubled areas of the developing world, what better
means to demonstrate these skills than through a live entourage
of Moroccan craftspeople? We would bring the same people
who work on location in the streets and industry of Morocco
before the Merchants of New York. Again -- just describing
these skills in a direct mail brochure can never sell them
as well as actually demonstrating the skills of real people
at work -- at handcrafts, furniture, rugs, jewelry, etc.
For example: Architects and designers would witness real
stone cutting experts to demonstrate that there is still
a large pool of skilled artisans that are dying out or no
longer profitable in the US. As the United States has the
largest pool of wealthy people in the world, we feel there
is a substantial market for the end-goods such skills can
produce -- such as handmade and crafted stones for residential
buildings, as well as for exquisite private and corporate
headquarters.
- Marketing the Climate: While the specific climate,
natural foods, and mud might not directly relate to your
organization, we feel them to be the perfect selling tools
to attract large chains of Health Spas to invest in Moroccan
locations and attracting people for treatment and relaxation.
Toward this end, all of the business components of Only Morocco's
year would focus on promoting benefits to foreign investors
in the following categories:
- Earning Potential for Profits
- Gross Proceeds
- Income and Profits
- Special incentives for investment of foreign capital in
Morocco
- The Morocco Free-Trade Channel to the European Union
The following terms and opportunities would be advertised
to potential foreign investors in Morocco:
- General Trade Conditions
- Protection of the Rights of Foreign Investors
- Transfer of Profits
- Transfer of Foreign Owned Equity
- Management in Mixed Enterprise
- Taxation of the Profits of Foreign Investors
- Customs and Tax Allowances
- Opportunities for Foreign Career Advancement in Morocco:
- Development Programmers in Manufacturing
- Development Programmers in the Services Sector
- Investment in Housing and Business Premises
- Investment in Public Services
- Investment in Banks
- Loans for the Economic Renewal
Based on information generated in partnership with you, and
through dialogue and surveys of the various Moroccan industries
in the U.S, we would implement mini-websites focusing on various
selling points for specific Moroccan industries and businesses.
Budget allowing, this venture will incorporate partnerships
with TV or Film companies (such as the History Channel, Lonely
Planet, the Financial Network, etc.) for documentation on
location in Morocco. Our scope envisions approximately 100
Moroccan companies on the website, spread throughout the five
separate groupings.
BUSINESS PROMOTION:
MZInc. Will use the following marketing tools to establish
Morocco as a serious business opportunity for American investors
and companies. Our integrated marketing approach will multiply
the effects of individual tools by cross-marketing each one
with other components of the plan.
Wall Street-Moroccan Bazaar: In order to achieve visibility
with a crucial audience, we plan a one-day event, transforming
selected locations on Wall Street into a Moroccan Bazaar,
blending the setting of millennia of trading with the arena
of new technology. The press will be invited as special guests
to this novel approach to business advertising.
Finance-directed Advertising: The Council’s message
will be reinforced by daily bombarding of the US media
with press releases. This information will also be available
as free, downloadable text through our websiteﾕs Media
Desk. The Media Desk will offer journalists the inside scoop
on the latest trade information relating to Morocco. Our goal
is create an image for your organization within financial
press (such as Forbes, the Wall Street Journal, the Financial
Times, and others) as well as through the airwaves (such as
Bloomberg Radio and the Financial Network). These publications
should be only too happy to be part of Only Morocco's venture,
which will be taking a unique approach to redefine the marketing
economies of both countries.
The Only Morocco Forum Quarterly by the Morocco-United
States Council on Trade and Investment: To amplify results
from our website promotion, Only Morocco will design a Forum
Quarterly based on Forum magazine, also created
by MZInc. (See enclosed). This magazine will do exactly what
its name says - it will be a forum and information network
for trade matters, business opportunities, events, and even
cultural and business-sponsored charitable promotions. Forum
Quarterly will ultimately present Morocco as a remote
Boardroom -- an overseas meeting place for financial, technological,
pharmaceutical, and other corporations. In addition, it will
provide a forum for organizing Medical (and other) conventions,
promoting investment in Moroccan convention centers, bringing
sports tournaments to Morocco, hosting trade shows and conventions
for various industries, and much, much more.
The Only Morocco Seminar Series: As called for in
our original proposal, we are planning a series of seminars
that will take place before, during and after the Week. We
envision engaging the largest brokerage houses - Merrill Lynch,
for example - by inviting their portfolio managers to the
events, and exposing them to the newest trends showing Morocco
to be a safe and lucrative opportunity for the creation of
Morocco-specific investment funds. As discussed, we are counting
on your expertise and resources to provide 100% of the organization
of the seminar series through top New York area Business Schools,
as well as possibly other locations, such as Boston (Harvard
Business School and MIT’s Sloan). The series will be
available to all through either streaming media or text format
(and preferably both) through the e-commerce site, as well,
further broadening the potential audience.
The Only Morocco Coffee-Table Book: With content and
photos developed by a team of prominent artists and photographers,
1000 leather-bound copies of the Coffee Table Book will be
reserved for dignitaries, including His Majesty King Mohamed
VI himself, and for the White House. The Book will be designed
to feature breathtaking imagery in stunning color, accompanied
by compelling copy. MZInc.’s goal with the book is to
tangibly impress in the minds of viewers the unique set of
assets that Morocco has to offer. An additional 10,000 copies
of the book will be produced for commercial distribution.
Of these, 1,000 will be reserved for guests at the His Majesty
King Mohamed VI Charity Dinner, scheduled for the Waldorf-Astoria
hotel.
CREATIVE BUDGETING:
Our project may appear daunting, perhaps too large for the
Council on Trade and Investment to sponsor. However, MZInc.
is confident that through creative approaches to sponsorship
(which we can develop together) we will be able to draw from
all U.S. companies based in Morocco, to cover 50-60% of our
budget. Coca-Cola and Philip Morris will be enticed, for example,
by the high visibility of free advertising space that will
be available to them at the heart of the largest market in
the United States, should they choose to sponsor a tent. Each
supporter at this level will be expected to contribute in
the neighborhood of $500,000. Certain events, such as the
His Majesty King Mohamed VI Charity Ball, will pay for themselves,
through the per-plate fee paid by guests.
E-Commerce Site: The Council on Trade and Investment
should help mobilize the private Moroccan sector in New York
to participate and donate funds, ranging from $1,000 to $5,000,
in order to sponsor their individual site within the overall
Moroccan Web network. This should cover the complete expenses
associated with the E-commerce-BAZAAR site.
American as well as Moroccan companies will sponsor the Only
Morocco Forum Magazine, through placement of display advertising.
By joining forces with Royal Air Maroc and other airlines,
we could distribute the magazine through every flight to and
from Morocco.
CONCLUSION:
We see the Council of Trade and Investment as the natural
leader for organizing and managing the festival budget, along
with the prominent Board of Directors. We would like to offer
these roles to your organization for consideration, before
offering the duties to another office or sponsoring body.
The Council would manage all budgets and revenues associated
with business promotion, as outlined in this proposal. In
the aftermath of the Week of Sun and Light, your agency will
be poised as THE major leader in promoting business-to-business
relationships between Morocco and the United States. No less
important, you will have all the creative tools we will have
developed at your disposal.
Our original plan to involve as many Moroccan businesses,
hand-on-hand with each other, is a goal we see possible only
in conjunction with an overall increase in investment and
U.S. business operating in Morocco. By focusing on the bottom
line, we will be able to improve and increase awareness of
Morocco, not only for its culture and art, but also as a serious
investment opportunity for a broad section of American investors
and businesses. Your organization has the potential to be
the major force benefiting from the Week of Sun and
Light and accompanying events, which MZInc. sees as a fun
and creative tool for doing very serious business. For the
highest visibility of the trading opportunities open to the
U.S. market in Morocco, our "Bazaar" events in New York and
on the web, as well as the speaker series and other tools,
will work to bring sizable results for business in Morocco.
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