Regional Workshop on Enhancing Awareness of Intellectual Property

1

• Regional Workshop on Enhancing Awareness of
  Intellectual Property
• Workshop for FICs
• 2 - 4 September 2003
• DAY 1

Presented by Alison Senti and Peter
WillimottMarketing CommunciationsIP Australia
www.ipaustralia.gov.au
2
Welcome and Introduction
3
Overview

• Day 1
• 1400 Introduction and Overview
• 1410 Topic 1- Fundamentals of IP Awareness
  Building
• 1500 Break
• 1515 Topic 2 - Defining Overall IP Awareness
  Objectives
• 1615 Topic 3 - Identifying and Reaching Out to
  Target
• Groups
• Group Activity
• 1715 End

4
Overview (contd)

• Day 2
• 0800 Topic 4 - Identifying Audience Needs and
  Program Development
• Quiz on Day 1 Topics
• 0900 Topic 5 - Developing Key
  Messages for Target Groups
• 1000 Break
• 1015 Topic 6 - Developing and Implementing Public
  Awareness Activities
• 1115 Topic 7 - Organisation and Conduct of IP
  Awareness Seminars
• 1215 Lunch
• 1400 Topic 8 - Building Strategic Relationships
  and Networks
• 1500 Break
• 1515 Topic 9 - Advanced IP Awareness Activities
  and Resources
• 1615 Topic 9 - Evaluation of IP Awareness
  Activities and Final Wrap Up
• 1715 Closing Ceremony

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TOPIC 1Benefits and Importance of IP Public
Awareness Building Activities
6
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

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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

8
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

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IP Australias 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.

10
Coffee Break
11
TOPIC 2Defining Overall Awareness Objectives
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Setting Objectives

• Why set objectives for PE A?
• direction
• measurement
• benchmark
• prioritisation
• objectives vs goals

13
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?

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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 gtgt IP Australias tertiary sector

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Setting Objectives

• IP Australias tertiary sector
• Market research gtgt recommendationsgtgt
• Key strategy objectives gtgt raise awareness, via
• seminars
• IP Professor website (lecture material,case
  studies)
• Signature file
• lecturers

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Setting Objectives

• Group Activity
• Write 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?

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TOPIC 3Identifying and Reaching Out to Target
Groups(Segmentation)
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Segmentation

• Segmentation breaking up public into manageable
  groups for targeted public awareness activities.
• Benefits
• Manageable chunks of activity
• Ease of developing communication materials gtgt
  tailored messages
• Maximise communication to audience
• Delivery costs
• Track and respond to new needs
• NOTEgtgt keep target segments to a minimum where
  possible gtgt prioritise!

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Segmentation

• Prioritising Your Segments
• High
• IPR staff
• Judges and lawyers
• Business representative groups
• Relevant government departments

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Segmentation

• Prioritising Your Segments (contd)
• Medium
• Universities and research organisations
• Media
• IPR customers
• Low
• Primary/secondary schools

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Segmentation

• Group 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.

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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!!

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See you tomorrow morningat 8am!