1. Regional Workshop on Enhancing Awareness of Intellectual Property Workshop for FICs 2 - 4 September 2003 DAY 1 www.ipaustralia.gov.au Presented by Alison Senti and Peter Willimott Marketing & Communciations IP Australia

2. Welcome and Introduction

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

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

5. TOPIC 1: Benefits 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

7. 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

9. 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.

10. Coffee Break

11. TOPIC 2: Defining Overall Awareness Objectives

12. 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?

14. 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

15. 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

16. 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?

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

18. 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!

19. Segmentation Prioritising Your Segments:  High  IPR staff  Judges and lawyers  Business representative groups  Relevant government departments

20. Segmentation Prioritising Your Segments (cont’d):  Medium  Universities and research organisations  Media  IPR customers  Low  Primary/secondary schools

21. 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.

22. 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!!

23. See you tomorrow morning at 8am!