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!
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