local government Training

Attracting Investment into Local Authorities

local government Training

09:15 - 16:30

Thursday 30 January 2020

DeVere West One, Central London


According to the LGA, by 2020 local authorities will have faced a reduction to core Government funding of nearly £16 billion in the last decade alone. That means that councils will have lost 60p out of every £1 provided to spend on local services in the last eight years.

With changes to central funding structures and a growing focus on economic development, pressure is on local authorities to attract investment to ensure they can deliver public services effectively and drive forward their economic development agendas.  Furthermore, in an ever increasingly challenging environment councils need capital to regenerate town centres, facilitate housing delivery and attract employers amongst a whole host of other initiatives.

Join the highly interactive Attracting Investment into Local Authorities training course to learn how you can accelerate investment into your local area and deliver a truly transformative economic growth agenda within your local area.

Through a series of case-studies and expert trainer knowledge you will learn innovative ways to attract private and international investors. You will also gain an insight into what investors are looking for and you will come away from the day understanding what an attractive inward investment strategy looks like.

Learning Objectives:
  • Understand the biggest economic, practical and governance considerations of investors, including growth potential, transport connections and a focus on effective delivery
  • Analyse the available campaign options including external creative and marketing agencies to make your local council as attractive to investors as possible
  • Identify creative and engaging ways to showcase data in place narratives including infographics and dashboards
  • Establish priorities and plans for capital investment projects within an investment strategy to communicate transparency and security to investors
  • Develop and implement an attractive investment strategy within your own organisation

Expert Trainers

Katharine Glass, Managing Director,  White Label Creative

Jo Gumb, Managing Director, White Label Creative 


Carol Squires, Head of Economic DevelopmentCroydon Council

Lloyd Lee, Managing Partner, YOO Capital Investment

Ken Nettleship, Business Expansion Specialist, Invest in Nottingham

View the agenda and additional speakers
Jo Gumb

Managing Director, White Label Creative 

Jo Gumb, MA Hons (Cantab) is a director of the award-winning White Label Creative as well as its not-for-profit social enterprise Develop Croydon.

A former journalist and newspaper editor, Jo founded White Label and Develop Croydon nearly 10 years’ ago with her business partner Katharine Glass. She has extensive experience of working across both the public and private sectors to support clients in the development of their brand identity, key messages and marketing strategies.

She has led on the communications and marketing majority of White Label’s clients and projects, including Capital West London, Lewisham London and a number of Local Enterprise Partnerships.

Katharine Glass

Managing Director, White Label Creative 

Katharine co-founded White Label in 2010,  and since then has led on White Label’s work across the public and private sectors, with a focus on regeneration and inward investment.

A marketing and events professional with over 30 years’ experience, Katharine uses her considerable communication skills to influence key stakeholder groups and works with diverse communities to mobilise resources and add value.

Katharine leads on the Capital West London initiative, a public-private initiative involving six West London boroughs to attract inward investment, and has recently been appointed to the board of the LEAP – the Mayor of London’s Local Enterprise Partnership.

She also founded Develop Croydon in 2010 – a private-public sector collaboration of over 70 key stakeholders who jointly  promote Croydon as a great place to do business, live and spend leisure time.

Carol Squires

Head of Economic Development, Croydon Council

Carol Squires is an economic development professional that that has worked in business growth and investment for 20 years. Her public sector, private sector career has provided her with a holistic overview of the needs of business and community. Her work as Head of Economic Development for Croydon Council oversees Inward Investment, Business Growth and Employment & Skills.

Lloyd Lee

Managing Partner, YOO Capital Investment

Lloyd has over 20 years’ experience in real estate principal investing and advisory and has been involved in real estate acquisitions and asset management across the US, UK, Europe as well as India and Latin America.

Most recently, Mr. Lee oversaw European real estate private equity at Marathon Asset Management, a multi-billion global investment fund. In addition to managing a number of Marathon’s real estate investments across Europe, India and Latin America, Mr. Lee was responsible for Marathon’s European real estate strategy and relationships.

Prior to Marathon, Mr. Lee worked at Starwood Capital for 9 years, where he served as Managing Director of Starwood Capital Europe in London and where he opened the firm’s office. Previously, Mr. Lee worked in the Real Estate Advisory Group at Ernst & Young in New York and worked on numerous transactions advising opportunity funds, mezzanine lenders and distressed debt buyers.

Lloyd co-founded YOO Capital in 2010, which has since acquired $825 million and 1.0 million square feet of opportunistic investments currently under management in the UK.

Ken Nettleship

Business Expansion Specialist, Invest in Nottingham

Ken Nettleship is an inward investment professional that has worked in inward investment and economic development for over 20 years. He is a business expansion specialist at Invest in Nottingham, the inward investment agency for the Nottingham. Invest in Nottingham is part of Marketing NG, the place marketing company for Nottingham and Nottinghamshire.

He has worked with hundreds of companies from start-ups through to global businesses to ensure potential investors receive and end-to-end business support service. Ken has also helped develop several inward investment and economic development strategies to attract and retain inward investment.




Trainer's Welcome and Clarification of Learning Objectives

Katharine Glass, Managing DirectorWhite Label Creative [CONFIRMED]

Jo Gumb, Managing Director, White Label Creative [CONFIRMED]


What is Attractive to Investors?

  • Understanding the most attractive qualities in a council, including transport links, targeted marketing and a focus on delivery
  • Identifying the factors that discourage investors, such as lack of leadership
  • Using behavioural models to understand the different types of investor journey, including how considerations are quantified in the decision-making process
  • Defining how decisions differ for foreign investors with the new requirement to pay Capital Gains Tax on sales

Lloyd Lee, Managing Partner, YOO Capital Investment [CONFIRMED]


Deciding on the Right Campaign and Marketing Avenues to Suit Your Council’s Investment Needs

  • Defining what makes a compelling ‘place narrative’ and identifying examples of successful campaigns
  • Identifying growth zones and sectors most suited to the skills set and infrastructures available in the area
  • Analysing the options available to achieve such a place narrative including external creative agencies and internal marketing team
  • Evaluating the benefits and shortfalls of each option in terms of finances, resources and needs

Katharine Glass, Managing Director,  White Label Creative [CONFIRMED]

Jo Gumb, Managing Director, White Label Creative [CONFIRMED]


Morning Break


Case Study: Using Data and Case-Studies to Build Compelling Stories

  • Understanding what factors should be measured to showcase economic and social performance and unique selling points of the area
  • Conducting qualitative and quantitative research to fill in data gaps which outline offering of the area
  • Identifying creative and engaging ways to showcase data including infographics and dashboards
  • Identifying critical friends, partners and stakeholders
  • Presenting case-studies of success to clarify offering and assure investors

Carol Squires, Head of Economic Development, Croydon Council [CONFIRMED]




Case Study: Highlighting Business Support to Secure Investment

  • Developing an account manager role to guide the investor through the process
  • Emphasising expert knowledge which helps investors find the ideal commercial property and source the right staff
  • Introducing investors to your network on the ground to maximise the success of their venture
  • Reaching out to SME and start-up businesses through tailored services and support

Invest Nottingham was awarded Best for Business Support Services Award in the 2019 Midlands Enterprise Awards

Ken Nettleship, Business Expansion Specialist, Invest in Nottingham [CONFIRMED]


Afternoon break


Workshop: Developing an Inward Investment Strategy

  • Mapping the private sector and identifying target markets
  • Identifying key opportunity sites within your area and establishing how to ‘market’ them
  • Establishing priorities and plans for potential capital investment projects to attract investors
  • Generating a budget that would need to be considered to create the programme you would want and how much private sector input you would need

Katharine Glass, Managing DirectorWhite Label Creative [CONFIRMED]

Jo Gumb, Managing Director, White Label Creative [CONFIRMED]


Evaluation and Close

*Programme subject to change

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In-house Option

We can also run this course for you, at your organisation, at a time and date that suits you. Please email inhouse@insidegovernment.co.uk for more info.