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."
Related Businesses
Related Articles
A programme of remedial works to bring Scotland's only funicular railway back into service at Cairngorm Mountain is entering a new phase during week beginning Monday 15 April. With the snowsports season now over, multiple teams from contractor Balfour Beatty, appointed by Cairngorm Estate owner Highlands and Islands Enterprise (HIE), are set to be deployed on the mountainside.
The five-year agreement between Scotland's Rural College (SRUC) and Highlands and Islands Enterprise (HIE) will also play a major role in contributing to regional economic growth. The signing of the agreement, by Professor Wayne Powell, Principal and Chief Executive of SRUC, and HIE Chief Executive Stuart Black, follows the official opening of SRUC's Rural and Veterinary Innovation Centre (RAVIC), a valued addition to SRUC’s School of Veterinary Medicine, in Inverness by HRH the Princess Royal.
Deerness Distillery Ltd has secured £246,000 from Highlands and Islands Enterprise (HIE) for the £820,000 development. Construction is underway at the distillery, which was founded by husband-and-wife team Stuart and Adelle Brown.
The Co-Chairs of the Inverness Castle Delivery Group, Fergus Ewing MSP and Cllr Ian Brown, are delighted to announce the award of £30,000 from Highlands and Islands Enterprise (HIE) in support of framing the 57 panels that will form the Tapestry of the Highlands and Islands. This financial commitment from HIE has contributed significantly to the preservation of the 57 panels created by communities across the Highlands and Islands, of which 32 will be included in the first exhibition as part of the Inverness Castle Experience.
Sumitomo Electric UK Power Cables Ltd plans to establish major operations in the region, supplying high voltage cables to the growing offshore wind energy sector. A funding package has been agreed to secure an estimated £350m in inward investment for Scotland, based in the Highlands.
As part of the study, businesses, community groups and social enterprises with future land or property plans are encouraged to complete a short survey by 22 March 2024. Whether it's interest in land for sale or space to lease, HIE is keen to hear from organisations already based in the region as well as from those that are considering locating a business to the area.
L&M Engineering has secured a grant of £58,914 from Highlands and Islands Enterprise (HIE) for the development, which is set to boost business turnover by £1.2m and create two jobs over the next three years. The company is diversifying its operations to cater for additional aquaculture markets.
Most businesses in the Highlands and Islands consider their links with the local community as either equal to or more important than their profitable growth. This is one of the key findings of the most recent rural business survey commissioned by Highlands and Islands Enterprise (HIE) in partnership with South of Scotland Enterprise (SOSE).
Dynamic business support programme, IMPACT30, is aimed at nurturing and empowering the next generation of innovative leaders. The fully funded programme is for people aged under 35 in a young enterprise and in a key decision-making role.
A project to increase electricity supply and reduce emissions on a west coast island has been awarded more than £25,000 by HIE. The HIE funding is being used to replace and upgrade high voltage transformers and other associated equipment to enable a major upgrade of the renewable energy supply on the Isle of Muck.