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FINAL REPORT on a REGIONAL MARKETING STRATEGY for the East Asia Pacific Association, Global Development Learning Network

Classifying travel behavior and segmentation becomes increasingly more difficult as modern travelers combine pleasure with business, in order to take time and cost advantage. There are therefore endless variations between the two principle classifications of travel activities, i.e. business and leisure trips. However, leisure trips may include elements, characteristics and motivations of business travel and vice versa. Incentive travelling, extended conference stays and business meetings during leisure travel makes the distinction between the two categories increasingly blurred. Nevertheless the two principle categories are fairly identifiable and they are treated differently in this text for simplifying the concepts and marketing responses | EDUCO FINAL REPORT on a REGIONAL MARKETING STRATEGY for the East Asia Pacific Association Global Development Learning Network 30 July 2005 Table of Contents EXECUTIVE SUMMARY.3 Recommendations.5 BACKGROUND.7 The EAPA Region.7 Services offered by the GDLN.7 GDLN Product Lines.8 GDLN CENTRAL VALUE PROPOSITION.9 TARGET MARKETS.9 MARKETING TO DATE.11 REGIONAL MARKETING.12 ISSUES AND CONSTRAINTS.13 Regional Identity.13 National Level Constraints.14 Regional Level Constraints.15 MARKETING STRATEGIES.15 Regional Strategy.15 Local Strategies.16 Content Provider Marketing Strategies.18 MARKETING TO FUNDING AGENCIES.19 The World Bank.19 OTHER Funding Agencies.19 Client Regional Programs.23 MARKETING MATERIALS.24 Marketing KPIs.28 TRAINING.28 ACTION PLAN.28 Attachment one - Draft Local DLC Partnership Development Strategy.29 Attachment two -Marketing KPIs - Targets and Measures.31 Attachment three - Donor Priorities across the EAPA region.33 Attachment Four - Success Stories.86 Attachment Five - Draft Action Plan.94 Attachment six- terms of Reference.95 Page ii of 95 Executive Summary This is the final report of a consultancy on a regional marketing strategy for the Business Development and Quality Committee of the East Asia Pacific Association EAPA of the Global Development Learning Network GDLN . The GDLN offers its partners and clients services including facilities of quality global reach understanding of the local context expertise for content and session management and access to content offered by the World Bank Institute WBI and content provider Development Learning Centers DLCs . It combines these services in various ways to deliver four product lines namely training courses for development agencies and their project implementation units communications communities of practice and policy dialogues blended learning courses and training programs. Due to the diversity of services and clients there are many possible value propositions and there have been many attempts to .