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."
Community organisations in the region which are delivering, reshaping or reintroducing vital community services as a result of the COVID-19 pandemic, are being encouraged to check their eligibility for a Scottish Government fund. Highlands and Islands Enterprise (HIE) is administering the Communities Recovery Fund (CRF) in the region.
Planning consent has been granted for a new life sciences innovation centre on Inverness Campus. The 2500m² facility is a joint project between Highlands and Islands Enterprise (HIE) and the University of the Highlands and Islands.
An Isle of Lewis-based television production company has recently expanded its development team with support from Highlands and Islands Enterprise (HIE). Catriona Lexy Campbell has been recruited by award-winning firm, MacTV, as a development researcher to help increase the company's global appeal and to build on its success to date.
The plans were announced today (Tuesday 17 November) by ALVANCE Aluminium, operator of the Fort William plant. Responding to the news, Alastair Nicolson HIE's area manager for Skye Lochaber and Wester Ross, said:"Fort William's aluminium smelter has been a cornerstone of the Lochaber economy for generations.
Sixteen community group representatives from Shetland to Galloway will be expanding their horizons digitally this weekend as they look at the future of Scottish tourism. The group is taking part in Communities Leading in Tourism, a specialist programme offered by partners Highlands and Islands Enterprise (HIE) and South of Scotland Enterprise (SOSE), and delivered on the ground by the Social Enterprise Academy (SEA).
A business support programme aimed at developing the next generation of entrepreneurs is to be extended across the Highlands and Islands. IMPACT30 is currently operated by Highlands and Islands Enterprise (HIE) in the Highland Council area, as part of the Inverness and Highland City-Region Deal.
Cairngorm will benefit from more than £20 million to make it a year-round attraction, generating significant economic benefits for the local area and Scotland's tourism sector. Funded by the Scottish Government and Highlands and Islands Enterprise (HIE), more than £16 million of the investment will be used to support reinstatement of Scotland's only funicular railway and bring it back into service during winter 2021-22.
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.