Committee Reports::Report No. 24 - The Industrial Development Authority::16 January, 1987::Appendix

APPENDIX 2

SUBMISSION TO THE COMMITTEE ON PUBLIC EXPENDITURE IDA DOMESTIC ADVERTISING PROGRAMME

9 DECEMBER 1986


OUTLINE

 

Pages

1.

INTRODUCTION

1

2.

IDA POLICY TOWARDS INDIGENOUS INDUSTRY

2

3.

PREVIOUS ADVERTISING PROGRAMMES

6

4.

THE CURRENT ADVERTISING PROGRAMME

8

5.

SUMMARY

13

1. INTRODUCTION

AS WELL AS PROMOTING OVERSEAS INDUSTRY, IDA IS TOTALLY COMMITTED TO THE DEVELOPMENT OF INDIGENOUS INDUSTRY IN ALL ITS ASPECTS


FOLLOWING THE WHITE PAPER - MANY NEW SERVICES/FACILITIES NOW AVAILABLE OTHER THAN CAPITAL GRANTS


SCALE OF EMPLOYMENT NEEDS DEMANDS NEW APPROACHES BE CONTINUOUSLY DEVELOPED


ADVERTISING IS BUT ONE ASPECT OF THE OVERALL APPROACH


2. IDA STRATEGY TOWARDS INDIGENOUS INDUSTRY

TWO KEY ELEMENTS:


DEVELOPING ENTREPRENEURSHIP AND ENCOURAGING THE GROWTH OF SMALL COMPANIES


SUPPORTING INDIGENOUS COMPANIES TO GAIN COMPETITIVE ADVANTAGE


DEVELOPING ENTREPRENEURSHIP AND ENCOURAGING THE GROWTH OF SMALL COMPANIES


MAJOR INITIATIVES:

REGIONALISED SMALL INDUSTRY PROGRAMME

 

130 STAFF NOW LOCATED TO 8 CENTRES

 

LOCAL DECISION MAKING UNDER CENTRAL GUIDELINES

 

IDA CLOSER TO CUSTOMER

 

GREATER USE OF FEASIBILITY GRANTS

 

1986 ACT PROVIDED FOR EMPLOYMENT GRANTS, WHICH ARE NOW BEING USED

IMPACT:

700 PROJECTS APPROVED FOR SUPPORT BY IDA IN 1985

 

OVER 400 NEW START-UPS

 

FIRST TIME JOBS IN SMALL FIRMS AMOUNTED TO 3,100 IN 1985

PROMOTING GROWTH IN EXISTING COMPANIES:

NATIONAL LINKAGE PROGRAMME

PILOT PROGRAMME WITH 18 SMALL COMPANIES TO DEVELOP WAYS TO ACCELERATE GROWTH

 

TWINNING OF REGIONAL OFFICES WITH OVERSEAS OFFICES TO IMPROVE POTENTIAL FOR SUCCESS IN CERTAIN TECHNOLOGY TRANSFER AREAS

 

MAJOR CHALLENGE FOR INDIGENOUS INDUSTRY (+50 EMPLOYEES)


 

A KEY ELEMENT OF INDUSTRIAL POLICY SHOULD BE THE DEVELOPMENT OF THE INDIGENOUS SECTOR

EMPLOYMENT IN THE MEDIUM/LARGE INDIGENOUS SECTOR HAS DECLINED STEADILY OVER THE PAST DECADE, DOMESTIC MARKET SHARE HAS BEEN LOST TO IMPORTS AND PROFITABILITY (2.5% SALES) IS INADEQUATE

WE HAVE TO IMPLEMENT PROGRAMMES TO BREAK OUT OF THIS VICIOUS CIRCLE SO THAT THIS SECTOR CAN MAKE A CONTRIBUTION TO THE GROWTH OF THE ECONOMY

MAJOR INITIATIVES:

 

 

COMPANY DEVELOPMENT PROGRAMME


- IDA ACTS AS A CATALYST


- PROVIDES FRAMEWORK


- SUPPORT FINANCIAL/NON-FINANCIAL BASED UPON COMPANIES STRATEGIC PLAN

FINANCIAL SUPPORT INCLUDES:


- CAPITAL GRANTS


- R&D AND FEASIBILITY


- TRAINING AND MANAGEMENT DEVELOPMENT

NON-FINANCIAL:


- COMPANY DEVELOPMENT PROGRAMME


- PRODUCT DEVELOPMENT INCLUDING TECHNOLOGY TRANSFER PROGRAMME


- IDA DATA BASE

IMPACT:

 

 

160 COMPANY DEVELOPMENT PROGRAMMES COMPLETED

MAJOR INITIATIVES IN ACQUIRING NEW PRODUCTS, INCREASING CAPACITY AND EMPLOYMENT AND STRENGTHENING INTERNAL MANAGEMENT SYSTEMS

3

PREVIOUS ADVERTISING PROGRAMMES

 

INTRODUCTION

 

IDA HAS A VERY CLEAR VIEW OF ROLE OF ADVERTISING

 

ADVERTISING ONLY ONE ELEMENT IN A TOTAL MARKETING STRATEGY

PREVIOUS ADVERTISING PROGRAMMES

IDA HAVE USED ADVERTISING TO CREATE AN AWARENESS LEVEL OF VARIOUS PROGRAMMES TO SUPPORT THE DEVELOPMENT OF THE INDIGENOUS SECTOR. THESE HAVE BEEN SUCCESSFUL. THESE INCLUDE:


-

“LOCAL HEROES - NATIONAL ASSETS”

THIS CAMPAIGN, RUN IN 1984, GAVE EXAMPLES OF SUCCESSFUL SMALL INDUSTRY COMPANIES AND FEATURED THE PROMOTER IN EACH CASE AS A LOCAL “NATIONAL ASSET”. UNDERLYING THEME : INCREASING AWARENESS OF CENTRAL ROLE OF MANUFACTURING SECTOR.

-

“IF YOU’VE GOT THE IDEA - WE’LL GIVE YOU THE SPARK”

THIS CAMPAIGN, RUN IN 1985, INCLUDED BOTH TV AND PRESS ADVERTISING. IT EVOKED IMMEDIATE RESPONSE FROM ITS BROADLY BASED MESSAGE WITH NUMBERS OF TELEPHONE ENQUIRIES INCREASING NOTICEABLY.

-

WOMEN IN INDUSTRY

ADVERTISING AND PROMOTION HAS EVOKED A BIG RESPONSE FROM WOMEN ENTREPRENEURS. NUMBER OF FEASIBILITY STUDIES PROMOTED BY WOMEN UP FROM 100 IN THE PERIOD 1978-83 TO 68 IN 1985 ALONE.

-

LOCAL ADVERTISING TO PROMOTE EVENTS IN EACH REGION

KEY SOURCE OF INFORMATION ON INDIVIDUAL EVENTS

4. CURRENT ADVERTISING PROGRAMME
ADVERTISEMENTS IN THE SERIES
(INCLUDING PROPOSED CONCEPTS)

ADVERTISEMENT 1:

TO EMPHASISE THE KEY ROLE OF MANUFACTURING IN THE ECONOMY

ADVERTISEMENT 2:

TO ENCOURAGE MORE YOUNG PEOPLE TO CONSIDER CAREERS IN INDUSTRY (CHANGE THE CULTURE)

ADVERTISEMENT 3:

TO EMPHASIZE COMMITMENT TO THE SETTING UP AND GROWTH OF SMALL INDUSTRIES

ADVERTISEMENT 4:

TO HIGHLIGHT THE NEED FOR NEW PRODUCT DEVELOPMENT VIA TECHNOLOGY TRANSFER, LICENSING AND JOINT VENTURES

ADVERTISEMENT 5:

TO POINT UP THE IMPORTANCE OF NEW PRODUCT DEVELOPMENT AS THE KEY TO GROWTH AND HOW IDA CAN SUPPORT THIS AREA WITH FEASIBILITY GRANTS, ETC.

ADVERTISEMENT 6:

TO EMPHASIZE THE IMPORTANCE OF PROFESSIONALISM IN BUSINESS AND THE NEED FOR STRATEGIC PLANNING, FINANCIAL CONTROL AND MARKETING FOR SMALL BUSINESSES AND HOW IDA CAN HELP THROUGH THE COMPANY DEVELOPMENT PROGRAMME

ADVERTISEMENT 7:

THIS ADVERTISEMENT DESCRIBES THE WIDE RANGE OF IDA ADVISORY AND SUPPORT SERVICES AND EMPHASIZES THAT GIVING GRANTS IS ONLY ONE ASPECT OF IDA’S ROLE

RATIONALE AND OBJECTIVES OF ADVERTISING PROGRAMME

BASIC THESIS


NEED TO IMPROVE THE RECOGNITION/APPRECIATION OF THE CENTRAL ROLE OF MANUFACTURING INDUSTRY


Example:A typical manufacturing plant employing 100 people spends approximately £4 million in the Irish economy each year


ENHANCE ITS ATTRACTIVENESS RELATIVE TO OTHER OCCUPATIONS


AUDIENCES


GENERAL PUBLIC


BUSINESS COMMUNITY


WHAT IS THE CAMPAIGN DESIGNED TO COMMUNICATE?


TO GENERAL PUBLIC


PURPOSE IS TO RAISE THE STATUS OF MANUFACTURING AND PEOPLE’S AWARENESS OF THE IMPORTANCE OF MANUFACTURING IN THE ECONOMY


FOCUS TO ENCOURAGE:


-BEST/BRIGHTEST CONSIDER MANUFACTURING AS A CAREER OBJECTIVE


-PARENTS ENCOURAGE CHILDREN TO CONSIDER OPTIONS


-TEACHERS TO HAVE A HEIGHTENED LEVEL OF AWARENESS


GENERAL BUSINESS


GREATER AWARENESS/APPRECIATION OF THE NEED TO MODERNISE, DEVELOP AND EXPAND


COMMUNICATE THE RANGE OF NEW IDA SERVICES AND INCENTIVES


PRODUCT DEVELOPMENT PROGRAMME


TECHNOLOGY TRANSFER PROGRAMME


SOLUTION TO INDUSTRY’S PROBLEMS NOT MERELY MORE CASH GRANTS


COST OF PROGRAMME IN CONTEXT


COST OF CURRENT ADVERTISING PROGRAMME IN 1986

£100,000 (Further £90,000 planned in 1987)

IDA CAPITAL AND TRAINING GRANT EXPENDITURE ON INDIGENOUS INDUSTRY

£58.1 million

EXPENDITURE IN 1986 ON THE CURRENT ADVERTISING PROGRAMME IS EQUIVALENT TO 0.17% OF TOTAL IDA GRANT PAYMENTS TO INDIGENOUS INDUSTRY

5.SUMMARY


CURRENT ADVERTISING CAMPAIGN IS PART OF A CAREFULLY THOUGHT OUT STRATEGY FOR THE DEVELOPMENT OF INDIGENOUS INDUSTRY


LONG TERM NATURE OF THE CAMPAIGN ANALOGOUS TO THE SUCCESSFUL “YOUNG EUROPEANS” CAMPAIGN OVERSEAS


GIVEN THE CENTRAL ROLE OF MANUFACTURING AS A SOURCE OF WEALTH AND JOB CREATION, AND THE NEEDS OF THE ECONOMY, IT IS VITAL THAT THERE IS A WIDESPREAD UNDERSTANDING AND SUPPORT FOR THAT ROLE.


IN THIS CONTEXT, WE LOOK FORWARD TO THE ENDORSEMENT OF THE COMMITTEE MEMBERS FOR THIS CAMPAIGN