BRAND SCOTLAND EVENT SPONSOR
#industryinsights @marketingsocsco
CAT LEAVER BRAND SCOTLAND EVENT SPONSOR
#industryinsights @marketingsocsco
Cat Leaver Brand Scotland
Leveraging the power of
BRAND SCOTLAND
to drive sustainable growth
Brand Scotland
Introduction
In a world of increasing internationalisation and connectivity, we are at the mercy of our reputation to stave off competition from across the globe for talent, international students, tourists, trade and investors. Globally, awareness of Scotland is relatively low, but where people do know of us they look on us fondly. Research has shown that perceptions of Scotland are somewhat onedimensional, with attributes like history and natural landscapes most commonly cited.
Brand Scotland
Introduction
A strong identity for Scotland is at the heart of us achieving our economic and political objectives to grow trade, secure FDI, welcome international students, attract world leading academics to work in our universities, grow and develop research and business partnerships, increase the value derived from tourism and attract and retain talent. But, this identity must present the more dynamic and modern attributes of Scotland, as an innovative, progressive and inclusive nation, alongside our rich history and heritage.
Through strategic partnership and leadership, Brand Scotland aims to present a confident and joined up narrative that tells the world exactly who Scotland is and what it has to offer.
Brand Scotland
Why?
SEE Awareness & propensity (brand) DISCOVER
(Organic traffic)
THINK
(Reach & Engagement)
PLAN
(Conversion to referrals)
DO
(Engaged opt ins) ADVOCATE (Advocacy/ Sentiment)
NEI: More International students (including r.UK), World Leading Academics, Research and Business partnerships, attract talent, grow trade & FDI
Brand Scotland
storytelling We inspire connection to and advocacy for Scotland
Identity & reputation We establish a clear proposition to the world
International networks We activate the ‘might of many’
advocacy We build partnerships & collectively celebrate in our successes
Step 1
Change the narrative
Measuring success This is a long-term ambition. With conservative budget and resource we need to prioritise activity and be strategic in our thinking. The behaviours we are trying to influence build over time. So, success will be measured over three phases.
Short-term
Medium-term
Long-term
(0-6 MONTHS)
(6-24 MONTHS)
(2-10 YEARS)
Researching and engaging audiences, positive sentiment and uplift in referrals
Uplift in brand awareness, propensity, advocacy and reputation
Economic impact, uplift in tourism value, international students, investors, trade, talent and jobs
Top line kpis
RESULTS (11 months) Why? We need to reposition Scotland to attract new visitors, investors and talent. How? Tailored and targeted communications to key audiences in core markets. Is it working? Yes. People are seeing, engaging and doing more than ever before. The early results are staggeringly positive.
140M
129M+
37%
People
Videos
growth
REACHED
WATCHED
WEB VISITORS (YoY)
via paid media (tracked via social impressions)
13m+ completed VIDEO VIEWS measured as 30� or more
plays of our videos online
1K+ Uses of # SCOTLANDISNOW every single day
Launch RESULTS Launch week
Launch day
1/6 r.Uk population reached WITH YOUTUBE AD on launch day
Top
10% YOUTUBE PERFORMANCE
Beating performance of Apple and BMW in April despite considerably lower spend
28x
2.5X
More positive sentiment
THE ENGAGEMENT VISITIRELAND DID FOR A SIMILAR CAMPAIGN
SOCIAL ENGAGEMENT THAN NEGATIVE
During it’s launch a week earlier in the same year
RESULTS to date (10 months) More International traffic
Growth of
Referrals from Scotland.org
162%
100%
98%
YoY increase
YoY increase
REFERRALS TO SDI
REFERRALS TO vs
FROM LONDON
(<1K to 2.5K clicks)
(<1K to 2.5K clicks)
113%
113%
YoY increase
YoY increase
REFERRALS TO
REFERRALS TO
(51K to 101K)
798%
58%
FROM CHINA
FROM USA
(2K to 18K)
(238K to 376K)
studyinscotland
talentscotland
(1.7K to 3.7K clicks)
(1.7K to 3.7K clicks)
RESULTS Why? We need to clearly articulate Scotland's welcoming, open message to European audiences to tackle the negative rhetoric around Brexit. How? Tailored and targeted communications to key audiences in France, Germany, Spain and Ireland. Is it working? Yes. This is the top performing campaign activity to date.
Top line kpis
79M+
52M+
25m+
People
Video
completed
REACHED
VIEWS
VIDEO VIEWS
via paid media (excluding HPTO's)
10%+ Awareness in TARGET MARKETS
plays of our videos online
measured as 100%
3M+
21M
25.5M
28M
Ireland
Spain
Germany
France
Thank you
Over to john
JOHN BOOTH SCOTTISH ENTERPRISE EVENT SPONSOR
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KEITH DINNIE UNIVERSITY OF DUNDEE EVENT SPONSOR
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A World Top 200 university, Times Higher Education 2018
Nation Branding Concepts, Issues, Practice Dr Keith Dinnie, Head of Management and Marketing, University of Dundee School of Business (UDSB) Marketing Society Scotland â&#x20AC;&#x2DC;Brand Scotlandâ&#x20AC;&#x2122; Industry Insights, 30/04/19
dundee.ac.uk
Background •
Founding member of the International Place Branding Association (IBPA)
•
On the Editorial Board of the journal Place Branding and Public Diplomacy
•
Have advised organisations such as the Korean Presidential Council on Nation Branding, the UK Government’s Department for Environment, Food and Rural Affairs (DEFRA), and Brand Scotland
•
Published in journals including International Marketing Review, European Journal of Marketing, Marketing Theory, Tourism Management, Place Branding and Public Diplomacy
•
Member of Dundee City Council Brand Group
•
Non-Executive Director on the Board of Visit Dundee Ltd.
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Aberdeen
Dundee Edinburgh
Belfast
Newcastle
Glasgow
Dublin Manchester Liverpool Cardiff
Birmingham
London
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Place branding at city, region and country level
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The ICON model of nation branding Based on many years of involvement in the field of nation branding, I have developed the ICON model of place branding (Dinnie, 2016) as a means to encourage countries of all sizes to adopt approaches that are:
Integrated Contextualized Organic New
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The ICON modelâ&#x20AC;Ś -provides a framework for the development and implementation of place brand strategy -is applicable at the level of nations, regions, cities and other localities -can be applied at any stage of place brand strategy -is not a judgemental audit; rather, the model is future-facing and designed to open new horizons -acknowledges that each place should develop its own unique approach to the specific challenges it faces
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Integrated An integrated approach to nation branding involves high levels of inter-agency collaboration, as well as collaborative public-private sector programmes. At country level, a natural setting for the encouragement of inter-agency collaboration lies in a countryâ&#x20AC;&#x2122;s network of embassies in foreign countries. An embassy can bring its countryâ&#x20AC;&#x2122;s representatives (in trade and investment, tourism, culture, security, and so on) together and initiate nation branding activities through its close contacts with relevant audiences in the host country.
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The ‘GREAT’ campaign The United Kingdom’s ‘GREAT’ campaign exemplifies the use of an integrated approach to nation branding in which multiple stakeholders collaborate to maximise the campaign’s impact. Stevens (2016) has described how, reliant simply on the ‘Great’ element of the United Kingdom’s full name of ‘Great Britain and Northern Ireland’, the GREAT campaign was rolled out in 2011 and sought to underscore the United Kingdom’s assets and achievements in the arts, sports, heritage, retail and technology (e.g., ‘Countryside is GREAT’). The Department for Culture, Media and Sport (DCMS) was responsible for developing the campaign on behalf of the Prime Minister, alongside the FCO and Department for Business, Innovation and Skills (BIS), as well as key bodies the British Council, UK Trade and Investment (UKTI) and Visit Britain (as well as London government through promotional agency London and Partners).
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Contextualized Nation branding must be contextualized rather than conducted according to an off-theshelf template. Nation brand strategy should respond both to stakeholder needs and capabilities and should also match the values of target audiences. This implies granting a reasonable degree of empowerment to professionals on the ground in foreign countries, such as diplomats and trade and investment officials, so that the nation brand is customized appropriately to the values of local populations and target audiences.
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Been there! Been here?
Organic There is an organic dimension to nation branding that should be welcomed by nation brand strategists. In our digital era, a nation brand evolves not according to a tightly controlled master plan, but subject to a plethora of activities and incidents that may be planned or unplanned.
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New To be noteworthy and interesting for domestic and international audiences, a nation brand should deliver something that is new. This could take the form of innovative products, services and experiences or at a more abstract level the creation of new place-related narratives.
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THANK YOU
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ANDREW BURNETT HELLEAU EVENT SPONSOR
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BRAND SCOTLAND EVENT SPONSOR
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