GUILDS, ASSOCIATIONS, NETWORKS AND SOCIETIES MEETING
COLLINS BARRACKS
OCTOBER 19TH, 2022
Edel McBride
Meeting Chair
Rosemary
Steen
CEO, Design & Crafts Council Ireland
WELCOME
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MADE LOCAL
Campaign objectives • Build an enduring ‘Made Local’ consumer brand • Support the craft and design business sector through driving consumer demand • Engage more maker and retailer participation in the campaign • Generate further government support for the sector • Deepen DCCI relationships with stakeholders • Drive people to MadeLocal.ie
Highlights so far PR • Rosemary did her first interview for DCCI on Morning Ireland • Made Local photoshoot featured in the three national broadsheets Stakeholders • Over 50 makers already spotlighted in the campaign • Launch event: Strong creative messaging; really positive interactions between Minister Calleary TD, exhibiting and attending makers, and media Digital Engagement • Highest traffic to DCCI.ie in nearly two years • Trended #3 on Twitter (competing with World Mental Health Day) • Highest combined engagement ever recorded for a DCCI campaign
Campaign strategy
• Build an enduring ‘Made Local’ brand by giving it a renewed relevance and talkability in 2022 and beyond.
• Speaks to a growing movement around conscious consumerism and a shift from buying cheap, disposable products.
We aim to move people from shopping mindlessly to shopping more mindfully by reminding them that buying Irish Design & Craft means more to them.
Made Local, Made to Last
Unlike fast, disposable goods - Made Local products will be around for a while.
Firstly, because they are well made and secondly, because you’ll fall in love with them.
Campaign Activations
Pre-launch Activations Activation • Maker and retailer engagement • Email and text campaign • Webinar • Point of Sale distribution • PR Outreach • Long lead press release and diary notice • Media pitches • Media and influencer event invitation
Launch Day Activations
Stage Activation
Launch day:
• Interview on Morning Ireland
• Photocall – ambassador; makers
• Press release issued; two x image releases
• Exclusive media interviews with ambassador Tolü Makay
• Pop-up exhibition - focus on Cost per Use
• Media Launch – 11th October, Hen’s Teeth Studio
• Minister Dara Calleary TD attended and spoke at the launch
• Synchronised social media launch
Launch Day
11th October 2022 Hen’s Teeth, Blackpitts Dublin 8
Photocall & PR
Morning Ireland; 3 National Broadsheets
The Irish Times
The Examiner
Irish Independent
24.09.22 Ireland Live Online
01.10.22 Irish Country Magazine Online
09.10.22 Sunday Independent Print
11.10.22 RTE.ie Online
11.10.22 IrishTimes.com Online
11.10.22 BusinessPlus.ie Online
11.10.22 RTE Radio One Broadcast
11.10.22 RTE News Broadcast
12.10.22 Irish Independent Print
12.10.22 Irish Examiner Print
12.10.22 Irish Times Print
12.10.22 Independent.ie Online
14.10.22 The Gloss Interiors Online
14.10.22 Kilkenny Live Online
14.10.22 Image.ie Online
• Morning Ireland, RTÉ: Interview with Rosemary.
• Featured in print in Irish Times, Independent, Examiner on Wednesday.
• Continues to appear in press each day and more in the pipeline.
PR Coverage & Highlights
Date Press Outlet Format
Media Launch Event
Pop-up Exhibition
Exhibition space
Exhibiting Makers
Speakers
Interaction!
Post-launch Activations Run until Dec 18th Activation • Made Local Maker talk in Hen’s Teeth • Media & Influencer gift drop • Local photocalls – w/c 17th October with local stakeholders • Local press releases • Radio advertising – national & regional • Digital advertising
Digital Stats
Web Traffic
Web Traffic
DCCI.ie
• Highest traffic on one day in nearly two years … 1,359 visitors.
• Made Local 2021 generated 1,249 visitors to DCCI.ie at its peak.
Social Media
At a glance • Over 4.4k engagements across DCCI platforms • #MadeLocal trended #3 on Twitter • Made Local content was displayed 94k times to users across all platforms • Instagram was the highest performing platform • Over 300 stories (from makers/retailers) shared over 3 days on Instagram and Facebook • Highest combined engagement levels ever recorded for a DCCI campaign • Highest engagement ever for post on DCCI LinkedIn profile • 118 new followers within 72 hours
@DCCIreland Instagram Stories
Highest performing posts/platform
Getting involved
Spreading the #MadeLocal love • Encourage your members to join the campaign by visiting Madelocal.ie • Use our social media guidelines and share the Made Local branding • Follow DCCI, retailers and as many makers as possible on Facebook, Instagram and Twitter • Use the hashtags # MadeLocal # MadeToLast
Thank You
GANS Update 19th October 2022
Objective of all island August Craft Month (ACM) celebrate and raise the profile (and revenues) of craft and makers across the island of Ireland through a public awareness and engagement campaign in August.
• All island August Craft Month (ACM) launched in 2021
• Led by DCCI and supported by Craft NI and Cork Craft and Design (CCD) both of whom have established successful August Craft Months
• Craft NI and CCD August Craft Month campaigns and channels remain live in parallel to all island campaign/channels
• ACM website incorporate listings from Craft NI and CCD August Craft Month listings as well as inviting makers from all other areas of the country to host (and list) events
Project Team – Weekly Craft NI (Project Management partner) • Katherine McDonald, Director Craft NI • Jodi Coyne, ACM ROI Project Manager • Lorna Towns, ACM NI Project Manager DCCI (Lead partner) • Mary Whelan, ACM Operational Team Lead • Yvonne Murphy (Digital); Emma O’Brien and Ciara Gannon (Comms) • Suzy O’Keefe (Head of Digital & Communications) CCD • Mairead McCorley • Enid Conway
ITEM 2021 Results 2022 Target 20220 Achieved Total Events registered ROI 104 130 140 Total Events n/a 200 263 No. counties events registered from 20 26 32 Events registered outside of Cork and Northern Ireland c. 40 65 84 *18 GANS hosted a subsidised event – target metric in 2023
1. Recruit 2. Promote 3. Evaluate
Year
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Year #1: • Earlier start and outreach to makers • New dedicated website • Professionally designed logo and assets • PR campaign • Digital advertising • DCCI funding for GANS ACM events • More integrated marketing campaign and cross- and inter- org collaboration • Improved measurement Post event follow up to understand success from maker and attendee perspectives
What was new in ‘22? Aim of
#2
improve on foundation laid in
Promotion Performance
PR Headlines • 105 total pieces of coverage to date • 15 Pieces of Broadcast Coverage • 20 Print pieces of coverage • 46 Online pieces of coverage • 2 e-papers
Publications
• 105 pieces of PR coverage • 17 Broadcast Interviews – 9 makers • 20 Print pieces of coverage • 46 Online pieces of coverage • 2 e-papers • 19% of coverage included social • Combined Daily Reach: 228,236,907
Social media and web • 8k + visitors to augustcraftmonth.org • 11,000 sessions • Session duration – 3m 4s • New Insta account – 700+ followers • Sharing across 3 organizational social channels also • 1000+ posts tagging #AugustCraftMonth2022
Post-Event Survey
Visitor Survey
Attendee comments
• “It was an amazing experience.”
• “A great Mini Festival! Really enjoyed it. Thank you to the organisers!”
• “An excellent day run by peannari.ie excellent presentations and practical exercises on calligraphy.”
• “I had a lovely time. This event was casual and more enjoyable and social than other events I atended. There was a good mix of people, from a 10 year old with her grandmother to an OAP like myself. The girl demonstrating was young and friendly. It is really nice to see traditional crafs passed on down the generations like that. I would recommend.”
• “A marvellous workshop led by a team of skilled and inspiring tutors. The high ratio of tutors to participants enabled everyone to learn whatever their own level of skills and experience. My personal learning goals were far exceeded and I lef at the end of the day with a clear path forward. Booking another with her soon.”
• “Fabulous workshop delighted with my piece."
Maker survey: experience
Maker survey: promotion
Event holder comments (sample)
“Yes, the best branding and websites were brilliant, feel coverage was much higher from traditional media and online, was delighted to see ‘us’ in a write up in the Newry Democrat!!!”
“Yes, I feel it reached a bigger audience and more people attended the workshops and event as a result”
“Yes, I liked that it was promoted as an all island event”
“It was so good, that we have decided to start teaching glass classes , and have signed up with the Craft Council Insurance company that covers workshops. And we are looking forward to next year’s events.”
“I was blown away by the positive impact participating in August Craft Month had on my creative business. To say thank you does not seem enough.”
Top learnings • Start everything earlier –• outreach to makers • PR stories so that makers can get content ready • Web build • Outreach to partner organisations • See if there is budget for radio advertising • Secure better images for use on social and website – show examples in application process • More flexible/easier to search calendar on website • Andmanymorethatwehaveloggedand builtinforACM2023
For listening, and for participating in August Craf Month.
Thank You
DCCI Programme Update
THE CIRCULAR BY DESIGN OBJECTIVES
01. BUILD KNOWLEDGE & CAPACITY FOR CIRCULAR INNOVATION
Pilot the programme with 11 Irish textile and apparel businesses in 2022 and support them to build knowledge and skills needed to design materials, products for circularity.
CIRCULAR BY DESIGN Consortia Overview
Rosemary Steen Quality Control
Alex Milton Quality Control
Gwen Cunningham
Training Lead Lucy Bowen Lecturer, Training Designer & Facilitator
Marie Brennan Training Designer & Facilitator
On Leave
Jennifer Walsh Project Lead Geraldine Hennessy Comms Coordinator
Sophie Reynolds Funder Touchpoint & QC
March April Call for applicants May June July August Pilot selection Onboarding Pilot development Needs assessment MC1 MC2 MC3 Prototyping & 1 -1 consultations CoP development What have we done so far? CoP#1
● Over a 2 -week period, 37 companies applied.
● From this, 12 companies (18 participants) were selected. ○ Spread over 8 counties
○ Diverse in terms of scale & product/market. The pilot cohort
Who’s
in it? (so far!)
MC1: Initiate
MC0: Field Trip
Ideate
MC2:
MC3: Implement
A.Life
Ana Rodes, Sustainability Manager Recover Textiles
Carmen Gama, Director of Circular Design Eileen Fisher
Thami Schweichler Founder and CEO Maker's Unite
Alei Verspoor Founder Packbags
Ellen Mensink, Founder & CEO Loop
Melanie Brown Founder By Brown Rebecca Earley Co-Director Centre for Circular Design
Lara Wernert Co-Founder
ROHI & 13rugs
Dr. Naveed Anwar Technical Design Engineering Adidas
Aisling Byrne Founder & Director Nuw.
MC2 MC3
Claudia Lumbi Design Director Global Adidas
MC1
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IMPACT
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Equipped with essential digital skills for fluent collaboration
Working knowledge of the end-of-use supply chain - nationally and internationally
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Stronger connections & collaborative opportunities within the sector
In-depth understanding of what circularity and circular design is and isn’t
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pilot brands
TO DATE for
A circular roadmap for their business and strategies in prototyping process
Confidence and opportunities to showcase their developments with industry
Sept Oct Nov Dec 2023+ Toolbox soft launch Toolbox development CoP#2 CoP#3 Innovation Festival development Toolbox full launch Cont. development Innovation Fest 17th CoP#4 What’s Next? Prototyping & 1 -1 consultations Development of CbD Programme 2023 Final Reporting Impact Assessment Support brands to develop their pitches for Innovation Festival
CIRCULAR BY DESIGN Innovation Festival
WHO
Industry
professionals: designers and makers, brands, manufacturers, educators Enablers: collectors, recyclers, technology providers, funders, press and policy makers
WHY
To highlight the urgency of a just, circular Irish textiles industry - and the critical role that design plays in enabling that transition.
To collaboratively assess and workshop the key challenges and opportunities
To facilitate networking & a showcase of pilot brand development
17th November, 11-7pm Smock Alley Theatre & Online
IDEATE (11am-1.20pm, in-person & digital livestream) ● Keynote talks with three frontrunners in the circular design field: Thami (We Make Good), Jade Wilting (Ganni), Professor Becky Earley (Centre for Circular Design) ● A panel discussion with thought leaders and innovators LUNCH (1.20pm-2.20pm, catering provided) ACTIVATE (2.20pm-7pm, in-person only) ● Dynamic and industry-focused workshops ● A showcase and ‘pitch’ from the 11 Irish brands pioneering circular design solutions within our pilot training programme this year. ● Facilitated networking & drinks
Questions?
THANK YOU!
By 2030, the craf and design sectors will have increased their contribution to Ireland, economically, socially and culturally.
Resilient growth in national and international markets.
Design is embraced in the business community and public sector
Craftsmanship is valued and developed through engagement
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VISION —
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Pillars 2022 - 2026 Building capability and capacity to deliver resilient growth Championing Design across Ireland Leading and demonstrating sustainability
Strategic
Design Week Ireland
14-18 November 2022 - why design matters - diversity, sustainability and inclusion
support and promote events
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Bruce Mau events National Gallery of Ireland Hybrid event to attract International audience Analytics feed directly to CRM Presentation on designing for change Followed by Q&A and networking lunch “Mau” documentary screening Stella Cinema
Call for participation September Funding Awarded: Change Makers, ATU Galway
Call for participation September Funding Awarded: Small hands Big Ideas, Dobos Ceramics Galway
Call for participation September
Funding Awarded:
An Gairdín Beo, Mary Bourke, Carlow
Call for participation September Funding Awarded: ReJOYce IDI 50th Anniversary Exhibition IDI Awards
Call for participation September Funding Awarded: Designing for Dining, Totally Dublin
Call for participation September Funding Awarded: Grand Stuf: Label Art from Ireland, National Print Museum
Call for participation September Funding Awarded: Crafting Type Dublin, Typography / TU Dublin
Call for participation September Funding Awarded: Fingal United, didArt Studio Swords, Dublin
Call for participation September Funding Awarded: Fibreshed ireland
Call for participation September Funding Awarded: Le Catedral – Open Studios
Call for participation September Funding Awarded: Kilkenny Design Conference – Parade Tower
Additional events: Benchspace Distributed Design Workshop - European funding received
Additional events: Circular by Design, NCAD- European funding received
The Design Tower Open Studio – no funding requested
Additional events:
Additional events: Hens Teeth
Goalissimo
no funding required
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Magee
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Additional events:
1866 Lecture in Donegal
150 years of Design
no funding requested
THANK YOU
Helen Beaumont, National Museum of Ireland
EXPLORING DESIGN PROJECT –
EILEEN GRAY EXHIBITION (Optional) - National Museum of Ireland
Education and Outreach Officer