Using Irish to your Business Advantage!

1. Lógó Gnó means Business Towards Competitive Advantage & Business Sustainability Do Chumann Tráchtála na hÉireann Using Irish to your Business Advantage!

2. Official Languages Act 2003 – Language Equality in the public sector Private Sector – increasing demand Visibility and Service provision Bilingual best practice Irish in the Public & Private Domain

3. Results of Omnibus Survey • Of 1,000 respondents (ROI) :- • c. 60%,→ in favour of the increased visibility of Irish in advertising and marketing; • 49% → Support the increased use of Irish by businesses in day-to-day dealings. • TNS MRBI, Nollaig 2005

4. Types Of Initiatives Would Like To See Introduced By Businesses?Base: All In Favour Of Increased Use Of Irish By Businesses RoI (492) NI (117) All Ireland (609) An Irish speaking employee to answer queries Wider use of Irish signs on business premises Wider use of Irish on packaging/instructions Wider use of Irish on forms/documents/ statements/bills Don’t know/refused 64% 66% 56% 50% 5%

5. Why adopt a Bilingual Policy? • Branding & Corporate Image • Curiosity of new customers and tourists • Customer loyalty • Innovation in business functioning • Respect for equal opportunities and human rights • Management of diversity • Increasing staff skills and customer confidence • Contributes to better business practice

6. Bilingual Opportunities • Opportunities for Businesses to use Irish as a tool for:- • Marketing • Packaging • Branding • Communications • Service Provision (person – to – person)

7. Visible Bilingualism → Business Advantages • Market recognition • Unique Selling Point • Competitive advantage • Harnessing goodwill in a cost-effective manner • Marketing edge over competitors • Existing customer loyalty • Enhanced Public Relations

8. Business Advantages • Language and Culture preservation in an increasingly multicultural society • Respect for diversity • Entice new staff and satisfy current staff • Greater understanding and respect for community needs and desires • Product & service enhancement

9. Practical Steps • Recognise short, medium & long term goals • Forward planning to meet potential demand • Take advantage of existing supports • Foras na Gaeilge; Ciste Gnó le Gaeilge – RGPTG; Údarás na Gaeltachta • Support network with member groups • Publicity & advertising (InBusiness, srl.) • Recognition of achievement  local and national awards • Best practice models

10. Assistance from Foras na Gaeilge • Free publicity (www.gaeilge.ie; SAOL; Info. leaflets) • Match-funding – • Bilingual Signage (max. €2,000) • Bilingual Materials (max. €1,000) • Free Advice & Support – • Translation • Bilingual Design • Service Provision • Corporate Resources and Toys

11. Strategic Principles • Integrated and mainstreamed • Shareholder ownership • Suitable leadership (vision, creativity, values) • ‘Buying in’ at all levels • Communication, publicity & transparency • Policy → embedded in assessment of attitudes, activities, results, feedback • SWOT analysis • Creative attitudes and behaviour

12. Policy Development →Recommendations • Analysis of ability in Irish and willingness of internal staff • Develop Human Resource strategy (recruitment and training issues) • Implementation of effective communication policy • Assessment of current areas of service provision and potential for growth • Implement process of continual assessment

13. Codes of Practice • Website • In-house & external signage • Publicity & PR material • Advertising Campaigns • Information stands & packages • Corporate toys • Greeting cards • Information leaflets • Application Forms • Customer Comment Card

14. Strategies for Best-Practice • Fully bilingual • Equality in size • Equality in effect • Balance & Symmetry • Bilingual within one cover • Parallel pages / columns / top and bottom / tilt and turn • Images / tables / headings • Creative Typesetting • Creative Translation

15. Go raibh maith agaibh!