Regional Workshop on Enhancing Awareness of Intellectual Property

Workshop for FICs 2 - 4 September 2003

DAY 1

www.ipaustralia.gov.au

Presented byAlison Senti and Peter WillimottMarketing & Communciations

IP Australia

Welcome and

Introduction

OverviewDay 11400 Introduction and Overview1410 Topic 1- Fundamentals of IP

Awareness Building1500 Break1515 Topic 2 - Defining Overall IP

Awareness Objectives1615 Topic 3 - Identifying and Reaching Out

to Target Groups Group Activity1715 End

Overview (cont’d)Day 20800 Topic 4 - Identifying Audience Needs and

Program Development Quiz on Day 1 Topics 0900 Topic 5 - Developing Key Messages for

Target Groups1000 Break1015 Topic 6 - Developing and Implementing Public

Awareness Activities1115 Topic 7 - Organisation and Conduct of IP

Awareness Seminars 1215 Lunch1400 Topic 8 - Building Strategic Relationships and

Networks1500 Break1515 Topic 9 - Advanced IP Awareness Activities and

Resources: 1615 Topic 9 - Evaluation of IP Awareness Activities

and Final Wrap Up1715 Closing Ceremony

TOPIC 1:Benefits and Importance of

IP Public Awareness Building Activities

What is a Public Education & Awareness Strategy?

Your strategy is important for customers and your country as a whole

Key elements- Setting Objectives- Segmentation - Target markets- Market research- Activities (internet/publications/seminars)- Building relationships- Budget/timeline

What is a Public Education & Awareness Strategy?

Your strategy will have different drivers- Core business- Public interest - Policy

What are your target audiences and activities going to be?

Push vs Pull information distribution

Introducing IP Australia Administration of IP Rights

Patents (approx. 88,000 applications)

Trade marks (approx. 40,000 applications)

Designs (approx. 4000 applications)

Over 800 staff 200 patent examiners 165 trade mark examiners dedicated Marketing team of 9 staff

IP Australia’s Awareness Activities

Marketing section formed in 1997

Initially small group targeting industry, SMEs and business advisers

Now have a broader focus - tertiary, school education target sectors and comprehensive internet presence.

Coffee Break

TOPIC 2:Defining Overall Awareness

Objectives

Setting Objectives Why set objectives for PE & A?

direction

measurement

benchmark

prioritisation

objectives vs goals

Setting Objectives Who sets the objectives? Consultation

management government policy business needs stakeholders

What do you want to achieve? Be realistic!

Can you measure how you are going?

Setting Objectives Objectives and Outcomes (example)

OBJECTIVE: Increase number of patent applications from National University of Samoa and research centres

OUTCOME: Conduct tailored promotion and awareness activities relevant areas within these sectors

Case study >> IP Australia’s tertiary sector

Setting Objectives IP Australia’s tertiary sector

Market research >> recommendations>>

Key strategy objectives >> raise awareness, via:

seminars IP Professor website (lecture material,case

studies) Signature file lecturers

Setting ObjectivesGroup ActivityWrite down two (2) personal objectives - one of

which must be quantifiable (measurable) and one that is a ‘goal’.

For example: OBJECTIVE - Lose 5 kilograms by 1 October GOAL - Become South Pacific boxing champion

What is the main difference between the two objectives you wrote down?

What would the outcomes be if these objectives were achieved?

TOPIC 3:Identifying and Reaching

Out to Target Groups(Segmentation)

Segmentation Segmentation = breaking up public

into manageable groups for targeted public awareness activities.

Benefits: Manageable chunks of activity Ease of developing communication

materials >> tailored messages Maximise communication to audience Delivery costs Track and respond to new needs

NOTE>> keep target segments to a minimum where possible >> prioritise!

SegmentationPrioritising Your Segments:

High IPR staff Judges and lawyers Business representative groups Relevant government departments

SegmentationPrioritising Your Segments (cont’d):

Medium Universities and research organisations Media IPR customers

Low Primary/secondary schools

SegmentationGroup Activity:

Segmentation task in groups of four (4) Pink cards are target segments Yellow cards are groups that can fit within

the target segments.

Place the green cards under the yellow cards where you think they best fit, keeping in mind the characteristics of the target segment.

Group Activity: “Two-Up”The Rules:

•Each player is allocated 10 Minties

•One person will be appointed the “Spinner” (toss coins in air) and another person will keep score

•Players will form circle and guess which way the coins will fall:

Evens = two Heads or two Tails

Odds = spin again

After 10 spins the player with the most Minties is the winner!!

See you tomorrow morningat 8am!