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Regional Workshop on Enhancing Awareness of Intellectual Property Workshop for FICs 2 - 4 September 2003 DAY 2. Presented by Peter Willimott and Alison Senti Marketing & Communciations IP Australia. www.ipaustralia.gov.au. Day 2 Overview. Day 2

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  1. Regional Workshop on Enhancing Awareness of Intellectual Property Workshop for FICs 2 - 4 September 2003 DAY 2 Presented by Peter Willimott and Alison SentiMarketing & CommunciationsIP Australia www.ipaustralia.gov.au

  2. Day 2 Overview Day 2 0800 Topic 4 - Identifying Audience Needs and Program Development Quiz on Day 1 Topics 0900 Topic 5 - Developing Key Messages for Target Groups 1000 Break 1015 Topic 6 - Developing and Implementing Public Awareness Activities 1115 Topic 7 - Organisation and Conduct of IP Awareness Seminars 1215 Lunch 1400 Topic 8 - Building Strategic Relationships and Networks 1500 Break 1515 Topic 9 - Advanced IP Awareness Activities and Resources: 1615 Topic 9 - Evaluation of IP Awareness Activities and Final Wrap Up 1715 Closing Ceremony

  3. Day 1 Topics Quiz • 1. Name one participant of this workshop and the animal they would most like to be. • 2. Give one reason why it is important to raise awareness • of the benefits of protecting IP. • 3. What is the difference between PUSH and PULL • information distribution? 4. What is the difference between an objective and an outcome?

  4. Day 1 Topics Quiz 5. What is meant by the term segmentation? 6. What is the difference between qualitative and quantitative market research? 7. Name one market research activity and when you would use it. 8. What colour shirt was Peter wearing yesterday? • 9. “Patents can provide protection for 20 years” Is this a benefit or a feature? 10. What did you think the most important thing you learned yesterday was?

  5. TOPIC 4:Identifying Audience Needs and Program Development (Market Research)

  6. Market Research • What is market research and why is it important? • Identify trends, business needs/expectations • determine success of your programs and organisation’s performance • Qualitative –respondents provide descriptive information about their thoughts and feelings • Quantitative – uses techniques involving relatively large numbers of respondents to obtain a large sample

  7. Market Research • IP Australia Trade Marks market research - Up front Service delivery • Qualitative • Face to face interviews with trade mark attorneys • Interviewers used discussion guides to promote a conversation about the relevant issues • See findings • Quantitative • Online structured survey • See findings

  8. Market Research • The development of a market research project: • Set objectives for research • Select and brief market research company • Select methodology and timeframe • Construct research instrument • Recruit participants • Conduct research • Construct research report • Evaluate research project

  9. Market Research • Group activity • Assume you are responsible for marketing Coca-Cola. • You need to find out about your target audience - Me! • What can you tell by looking at me about what I like to do, my habits and my likes/dislikes?

  10. TOPIC 5:Developing Key Messages for Target Groups

  11. Key Messages • Clear and consistent message for each identified target segment • Key messages >> overall objectives • Reflected in communication pieces/activities • ‘Feature’ versus ‘Benefit’ statements

  12. Key Messages • Feature Statement: “Registered trade marks provide legal protection for your brand” • Benefit statement “Registered trade marks provide your business with the right to market your products or services under that name, and can give you an edge over your competitors”

  13. Key Messages Group Activity: Work in pairs to come up with one (1) IP feature and benefit statement and one (1) non-IP feature and benefit statement. Here are some ideas for topics your non-IP statements:

  14. Coffee Break

  15. TOPIC 6:Developing Targeted Awareness Publications and Material

  16. Publications Printed material • Allows for detail • Use of design elements • Relatively low cost • Can have limited lifespan • On-costs

  17. Publications Before You Start - Key Questions: • Why use print? • What info will be included? • What role will the publication have?

  18. Publications Before You Start - Key Questions (con’td): • Audience?

  19. Publications Before You Start - Key Questions (con’td): • Distribution? • Lifespan? • Cost effectiveness? • Advantages and disadvantages for different types of publications

  20. Publications Briefing Graphic Designers - Handy Tips • DO give them a ball park budget to work (pitching fee?) • DO give them a summary of intended audience and use • DO clearly state what you want back from them in their proposal • DO provide them with your Corporate Image Standards (if available)

  21. Publications Briefing Graphic Designers - Handy Tips (con’td) • DO ask for your artwork files back • DO make sure you own your IP!! >> All of these will save you time (and money!)

  22. Publications Group Activity • Publication Comparison on whiteboard • Advantages and Disadvantages of: • Newsletters • Brochures • Publications

  23. TOPIC 7:Organisation and Conduct of IP Awareness Seminars

  24. Seminars • The most cost effective way of disseminating detailed information to a large sample of your target audience. • Provides a two-way learning opportunity for customers • Generally easy to organise (low effort)

  25. Seminars • Time • Best time for your audience? • Allocate speaking times for speakers • Stay away from weekends/holidays when scheduling dates

  26. Seminars • Speakers • Speakers from within the industry have a higher profile and more credibility • build and maintain relationships with key industry players • Presentations should be in simple language • Applying IP in a business context (case studies)

  27. Seminars • Promotion • Seminar flyer - Design and • Distribution • Newspaper ads • Promotion to media • Typical seminar structure • Speakers • Content

  28. Seminars • Evaluation • effectiveness of speakers; • audience’s satisfaction; • content; and • successful promotion methods

  29. Seminars • Presenting at a seminar • Structure. Engaging introduction, clearly state main points, offer context • Content. Attention peaks at the beginning and end of your presentation, Link topics. • Relevance. Examples and anecdotes. • Audience attention. Visual aids, interaction, timing.

  30. Seminars • Group Activity You have been asked to run a seminar for small business as an introduction to IP. The Department for Industry has kindly offered to assist you prepare and run the seminar - they are keen to deliver information of interest to the target audience at this seminar. Have a think about the target audience and then answer the following questions provided

  31. Lunch

  32. TOPIC 8:Building Strategic Relationships and Networks

  33. Relationships and Networks • Use existing channels of information to reach your target audience • Credible, respected • Example - SME’s • Business advisory centres • Chambers of Commerce • Retailers Association: • Other Government departments

  34. Relationships and Networks • Benefits: • Develop relationships with orgs in the target market • Save money/share costs and resources • New contacts • Widen distribution area • Broader range of information in context

  35. Relationships and Networks Examples: • IP info in newsletters (both paid and unpaid, see examples) • Website links • Co-hosting events • Sponsorship/contribution to other events • Materials at conferences • Expert speakers

  36. Relationships and Networks • Group Activity: Lets name some organisations in your country that could be approached for a strategic relationship...

  37. Coffee Break

  38. TOPIC 4:Advanced IP Awareness Activities and Resources (Internet)

  39. Internet • Research tool • Immediacy (both access and control) • Deal with large amounts of information • Primary source for customers/clients? • Two way communication tool

  40. Internet Maximising ‘Traffic’ • Existing Users • functionality • ‘hooks’ • New Users • promote site • navigation, sequence of accessing info

  41. Internet • Evaluation • website statistics • tracking specific areas/activities • Target Audience Specific Sites • entire sites and additional pages • Feedback functions • Example - improvements to the IP Australia website (www.ipaustralia.gov.au)

  42. TOPIC 10:Evaluation of IP Public Awareness Activities

  43. Evaluation • One of the most important parts of your PE&A strategy • Used to • refine and further develop your activities; • provide data/information to assist you in developing further business cases; and • obtain support from management. • One of the most important parts of your PE&A strategy

  44. Evaluation • Make available the option of giving feedback wherever possible: • Some examples of how IP Australia obtains feedback • Internet • Events • Publications

  45. Wrap Up • Introduction • Objectives • Segmentation • Market Research • Key Messages • Publications • Seminars • Relationships and Networks • Internet • Evaluation

  46. Questions?

  47. Thank You! • Alison SentiAssistant Director - Marketing • IP Australia • Ph: +612 6283 2062 • Email: alison.senti@ipaustralia.gov.au • Peter WillimottAssistant Director - Marketing • IP Australia • Ph: +612 6283 2282 • Email: pwillimott@ipaustralia.gov.au

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