LVEDC Releases Arabic Language Version of Marketing Materials
By Colin McEvoy on November 11, 2016
With international investment becoming an increasingly important element of the regional economy, the Lehigh Valley Economic Development Corporation (LVEDC) translated its marketing materials into eight different languages earlier this year.
This month, LVEDC has released a new version of the written brochures and digital materials in the Arabic language as well. The new brochure can be downloaded here.
“The United States is the dominant location for foreign investment in terms of job creation, and the Lehigh Valley in particular has seen a significant growth in foreign direct investment over the last several years,” LVEDC President and CEO Don Cunningham. “To further that growth, we’ve been active in international recruitment, which includes these translated marketing materials.”
In February, LVEDC released brochures and digital materials in Mandarin Chinese, Dutch, English, French, German, Japanese, Portuguese, and Spanish. They were distributed to such countries as Australia, Brazil, Canada, China, France, Germany, India, Japan, Mexico, the Netherlands, and the United Kingdom.
Michael Keller, LVEDC Director of Marketing, said the response to the translated materials has been positive so far, and LVEDC decided to translate them into Arabic in response to requests from prospects and Internet traffic from overseas companies.
“Companies in these countries aren’t getting materials like this from other regions, or even from some other states, so this gives us a significant strategic advantage,” Keller said. “We want them to be aware of our region so that, when they are considering a location in the United States, the Lehigh Valley is at the top of their mind.”
LVEDC previously sent the materials to representatives of the Pennsylvania Department of Community and Economic Development’s Office of International Business Development (OIBD) in each of the various countries. The OIBD has the largest network of international offices of any state in the United States, with a network of 26 international offices that cover more than 75 markets.
“LVEDC has always enjoyed a strong working partnership with the DCED, and having this vast international network to utilize for direct marketing of the region is invaluable,” Cunningham said. “This is an excellent opportunity for us to demonstrate why the Lehigh Valley is extremely attractive to international companies seeking a strong consumer base in the United States.”
Eight of the Lehigh Valley’s 19 major business attraction and/or expansion projects last year – 42 percent — were international companies, including the French baked goods company Safran, the Chinese plastic flatware manufacturer Fuling Plastics, the Irish fashion retailer Primark, and the Canadian food product company SunOpta.
International investment in the United States is expected to continue to grow. In 2015, there were 118,000 new jobs created in the U.S. from foreign investment, more than any other country, Cunningham said. India is second place, followed by China in third place.
“Much like the immigration patterns of people, international-based companies are often most comfortable finding a place in the American market in proximity to companies from their home countries,” Cunningham said. “The Lehigh Valley’s location on the East Coast, proximity to New York City and availability of talent and technical support from professors at places like Lehigh University and Lafayette College are attractive assets.”
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