El Salvador: CLDP and USTR Conduct Workshop on Building Effective Marketing Strategies and Practices for Salvadoran Textile Industry

October 22, 2019 - October 23, 2019

On October 22-23, 2019, CLDP and USTR conducted a workshop on ‘Building Effective Marketing Strategies and Practices,’ for approximately 100 government officials, academics, and industry representatives from El Salvador and Guatemala in San Salvador, El Salvador. Participants included Guatemalan and Salvadoran representatives from micro, small, and medium-sized textiles and apparel producers, academics from the Catholic University of El Salvador, and representatives of Hanes Brand’s Central America division.

Salvadoran textile and apparel producers of all sizes struggle with effective design and marketing, which affects their ability to create new business opportunities. These struggles are further intensified by a lack of training opportunities and higher education programs in design and marketing in El Salvador.

To address these areas of need, CLDP and USTR conducted a workshop on building and effectively implementing targeted marketing strategies. The purpose of this workshop is to build technical capacity to support the Salvadoran producers’ efforts to maximize opportunities by improving their independent marketing strategies. Strengthening the capabilities and efficiencies of the Salvadoran textile and apparel industry will enhance export opportunities along the full US – CAFTA-DR supply chain. 

The workshop served as a foundation to showcase effective marketing strategies tailored for the textile and apparel industry such as defining brand advocacy, strengthening presentation delivery, creating new opportunities, and improving targeted research and development efforts. To achieve this, CLDP and USTR called upon university professors, as well as industry leaders from the U.S. with extensive experience with trend forecasting, content creation, digital marketing, communication strategies, and sustainability. The presentations showcased prioritizing research and development, maximizing meetings with potential buyers, understanding global trends in marketing, and harnessing social media to innovate with limited resources. To conclude, the experts led the participants in interactive case studies that supported entrepreneurial development through creation of various marketing strategies.

As a result of this workshop, textile and apparel industry representatives in Central America’s Northern Triangle increased their understanding of the nuances inherent to communicating with customers through marketing campaigns, and how to effectively convey their respective brands through targeted marketing to enhance the industry’s competitive advantage. This workshop is part of a multiphase effort to improve regional economic prosperity in the Northern Triangle by strengthening the Salvadoran textile industry’s competitiveness through enhanced efficiency and communication within the integrated supply chain.

Upcoming Programs

August 1, 2020 - April 30, 2021

Throughout the quarter, CLDP engaged with numerous experts to prepare and record eight separate sessions on trade topics, specifically designed for Afghanistan’s approximately 25 Commercial Attachés posted throughout the world. In May 2018, CLDP spent one week training the same group of Attachés in a comprehensive course designed for them prior to their departure. This updated training course is intended to provide more advanced training on relevant topics now that the Attachés have been serving in their posts for more than two years.  The topics for these presentations were identified based on consultations with the Attachés and relevant stakeholders in the last quarter. Topics include drafting international contracts, attracting foreign direct investment, negotiation strategies, and two sessions on working trade shows. The series of pre-recorded virtual presentations, including translated copies of the presentations, will be delivered on a rolling basis to the Attachés. In addition, future topics will be recorded and shared with the participants. These virtual recordings will be saved in an online repository, which will be available for any interested party to view, including the private sector. 

March 15, 2021 - May 24, 2021

CLDP in close collaboration with the US Patent and Trademark Office (USPTO) trained Bahrain Innovation and Technology Center (BITC) staff regarding filing patents in the GCC (Gulf Cooperation Council).  This program was part of a CLDP/USPTO collaboration to conduct over 40 hours of intellectual property training for the BITC.  The program included training on how to obtain patents and copyrights in the US as well as other jurisdictions.  

CLDP in Action

February 24, 2021 - February 25, 2021

On February 24-25, CLDP conducted a workshop on FIDIC contracts for a delegation of Sri Lankan officials from the Attorney General’s office.

Read More about Sri Lanka: FIDIC Contracts Workshop