Marketing Advice 'Paves' The Way
9th September 2002
A new marketing campaign aimed at promoting Caithness flagstone as a paving material in English towns and cities is getting underway thanks to Caithness and Sutherland Enterprise (CASE).
Caithness-based A & D Sutherland Ltd have won many high profile contracts in Scotland including the Royal Mile in Edinburgh and Glasgow's Buchanan Street, but jobs south of the border have been few and far between in recent years.
With help from CASE's HIE-Marks advisor, Robin Paterson, a direct mail campaign targeting every landscape architect in England and relevant personnel in English local authorities is being prepared and will be rolled out this autumn.
Robin said: "It is essential that the promotional material succeeds in attracting the attention of its target audience through good copy and excellent graphic design. It is also essential that we provide a variety of opportunities for the recipient to contact the staff of A & D Sutherland for further information on the product.
"In short, we are trying to develop a relationship between the potential customer and A & D Sutherland because this is at the heart of good marketing and every successful business."
Commenting on the assistance they have received from CASE, Alexander Sutherland, director of A & D Sutherland, said: "The unique durable and aesthetic qualities of Caithness Flagstone have for centuries been a popular paving material in Scotland. Understandably I was delighted when Robin Paterson offered to help the business do something to address our problem with the market in England.
"Many local authorities and landscape architects in England, responsible for deciding on what materials to use in their plans, have either forgotten or are unaware of the stone's natural beauty and the fact that Caithness Flagstone will not become worn out in a matter of years unlike many other natural stone products.
Carroll Buxton, chief executive at CASE said: "It is gratifying that CASE is recognised not only for the financial help that we can offer but also for our expert guidance.
"The advice offered by CASE's Business Information Source officer, e-commerce advisors, business counsellors as well as the HIE-Marks advisor is free and is therefore a real asset that should be accessed by every business in the Caithness and Sutherland area."
A drop in event. Seaview Hotel, John O'Groats.
A Caithness distillery has embarked on a major expansion that will boost its turnover and international sales and create at least one new job. Dunnet Bay Distillery (DBDL) has secured a £64,000 contribution from Highlands and Islands Enterprise (HIE) towards the £248,000 development.
The Board of Highlands and Islands Enterprise (HIE) has welcomed Professor Lorne Crerar's report on proposed governance arrangements to support the outcomes of the Scottish Government's Enterprise and Skills Review. These recommendations would ensure that a HIE Board effectively remains in place.
Young people in Caithness and Lochaber will be among the first in Scotland to benefit from new Norwegian style learning centres. The centres are aimed at helping young people pursue careers in science, technology, engineering, maths and digital (STEMD).
Ten wave energy development projects have been awarded a total of £3 million by Wave Energy Scotland. The projects, devised by individual companies and partnerships, will explore the potential of different materials and processes in the production of wave energy converters (WECs); devices that convert ocean waves into electricity.
Plans for a multi-million pound research and innovation campus in Stromness in Orkney are set to go ahead after the two organisations behind the venture agreed funding for the project. The 3.75-acre campus will support the growth of existing research and innovation activity and the expansion of companies in Orkney's world-leading marine renewables, energy and low carbon sector.
The latest findings of the Highlands and Islands Enterprise (HIE) Business Panel survey have been published (Tuesday 20 December). A total of 1,004 businesses throughout the region took part in the survey between 29 September and 3 November.
The level of income required to afford a socially acceptable standard of living and to participate in society is ten to thirty per cent more expensive in remote rural Scotland than elsewhere in the UK. The report on Minimum Income Standard for Remote Rural Scotland 2016, published today (Wednesday 30 November), was commissioned by Highlands and Islands Enterprise (HIE), Scottish Enterprise (SE), the Rural and Islands Housing Association Forum (RIHAF) and the Scottish Federation of Housing Associations (SFHA).
The chairman of Highlands and Islands Enterprise (HIE) has said he is fully confident about the future of the organisation. Responding to reports this week, speculating about the agencies future following the Scottish Government's review of enterprise and skills bodies, Professor Lorne Crerar, said he had had absolute reassurance from Scottish Government that HIE will continue in its present form.
Leader of The Highland Council, Cllr Margaret Davidson is seeking clarification from Depute First Minister John Swinney about reports claiming that the Board of Highlands and Islands Enterprise is to be scrapped and replaced with a centralised committee. Councillor Davidson said: "If it is correct - it is totally unacceptable that the Scottish Government is to centralise the decision-making powers of Highlands and Islands Enterprise.
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