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."
Highlands and Islands Enterprise (HIE) has appointed a new director of business and sector development. Originally from County Durham, David Oxley joined the organisation in 2004 as head of operations in Lochaber before moving to Forres with his wife and son in 2011 to take up the role of area manager in Moray.
The development of Inverness Campus moves another step forward with tenders being invited to build a second life science building. Highlands and Islands Enterprise (HIE) is leading on the development of the campus.
Aerospace and defence sector opportunities in the region highlighted at event Businesses in the Highlands and Islands are being invited to a free workshop to find out how the region can benefit from opportunities in the aerospace, defence, security and space industries. It will be held in at An Lòchran, Inverness Campus on Tuesday 26 September 2017 The event is organised by Highlands and Islands Enterprise (HIE) and ADS Scotland which is the Scottish branch of the aerospace, defence, security and space industry trade organisation, ADS.
Over 250 community leaders from across Scotland will meet in Aviemore today and tomorrow (21-22 September) at a national conference to look at the impact and future role of community-led development on Scotland's social and economic fortunes. The event, hosted by Highlands and Islands Enterprise (HIE) and supported by the Scottish Government, brings together community groups, academia and experts to discuss the vital contribution communities make to Scotland and consider how to support their continuing and increasing ambitions.
Wave Energy Scotland (WES) has just announced over £660K of funding for 13 new projects aiming to develop innovative control systems for wave energy converters. This initiative brings together control systems specialists from mature sectors such as aerospace and oil and gas, to work with Scottish technology developers in addressing the challenges of controlling and integrating Wave Energy Converter (WEC) systems and their components.
Highlands and Islands Enterprise is offering its clients across the region support to protect themselves from cyber attacks, by launching the Cyber Strong business project. Co-inciding with Digital Leaders Cyber Resilience Week (11-15 September 2017), the agency is launching a programme to help local businesses and social enterprises achieve national Cyber Essentials accreditation.
Food and drink businesses looking to grow through innovation are encouraged to register for a free workshop which takes place in Inverness on 31 August. The event will focus on the new ‘Make Innovation Happen' service which provides a single access point for all innovation support to the Scottish food and drink industry.
Twenty-three Scottish companies are travelling to Norway this week to highlight the country's expertise at the world's largest aquaculture technology exhibition. Aqua Nor 2017 gets under way in Trondheim on Tuesday (15 August 2017), and runs until Friday (18 August 2017).
The successful North Coast 500 tourist route will need strong co-ordinated support from the public sector to ensure its long term sustainability. Experiences of the initiative should also be shared with groups around the country looking to develop similar projects.
The North Coast 500 (NC500) tourist route, launched in 2015, has had a positive impact on both visitor numbers and business trade. This is according to a new report commissioned by Highlands and Islands Enterprise (HIE).
[Printer Friendly Version]