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."
Renewable energy industry groups in Scotland and Germany are joining forces to boost the production of both offshore wind energy and green hydrogen. The north of Scotland's offshore wind cluster organisation, DeepWind, has today (Wednesday 23 September 2020) signed a three-year memorandum of understanding (MoU) with its German counterpart, WAB.
A project to create accommodation facilities at Kishorn dry dock in Wester Ross has secured investment of up to £94,675 from Highlands and Islands Enterprise (HIE). Having on-site accommodation will enhance the dock's capacity and help it attract more high-end contracts in offshore renewables and oil and gas decommissioning.
£2 million for locally-led green recovery. Island communities will benefit from a £2 million programme of locally-led green projects designed to help support their economic recovery from the coronavirus (COVID-19) pandemic.
A free programme to help businesses accelerate their growth has opened for new applications, with a virtual taster session arranged for 24 September 2020. Developed by Highlands and Islands Enterprise (HIE), the Pathfinder Accelerator programme provides fast-track training and mentoring and will be delivered completely online.
The online news hound "The Ferret has published a story today that the space hubs being proposed for Sutherland and Shetland will be used to launch spy satellites. The arms industry is preparing to use two spaceports planned for Scotland to launch military spy satellites, an investigation by The Ferret can reveal.
The Nouster Boat Store is situated on Papa Westray (known locally as Papay) and will become home for a new arts residency programme and the Bothy Museum, which is currently located at Holland Farm on the island. Papay Development Trust has been awarded £31,458 funding from Highlands and Islands Enterprise (HIE) to help it acquire and develop the Grade B Listed building.
Unlocking the potential of the Highlands and Islands will be a key factor in Scotland's recovery, writes Alistair Dodds, Chair of HIE. Nothing focuses the mind more than a crisis.
Cairngorm Estate owner, Highlands and Islands Enterprise (HIE), has responded positively to a request from stakeholders to extend the deadline, which was originally to be 31 August. Deadline extended to 15 September.
Businesses that meet the criteria will be eligible for both grants and a holistic business review with bespoke support based on their individual needs. Carroll Buxton, deputy chief executive of HIE, said: "Hotels are at the heart of our tourism sector, which is central to our regional economy and a vital source of rural employment.
Reaching new audiences through digital media will be the focus of free online workshops for heritage organisations being held over the next two months. The first series of virtual events held in May and June proved popular with thousands of viewers during the lockdown.