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Conducting Effective IPR Public Education and Awareness Campaigns for SMEs
1-3 April 2009, Melbourne, Australia
Under the APEC Conducting Effective IPR PE&A for SMEs platform project, the Intellectual Property Office of Singapore in collaboration with IP Australia and the Intellectual Property Department of Hong Kong hosted a three day forum in Melbourne in April 2009. This event followed the Market Research Best Practices workshop held in Singapore in December 2007.
The forum provided delegates with a greater understanding of the SME market through presentations from industry leaders and groups about the opportunities, issues, and obstacles facing the sector.
Attendees had the opportunity to hear from communications professionals who have conducted successful public education and awareness campaigns in the region and learn how to design, implement and deliver a campaign.
Session topics included Intellectual capital management versus intellectual property rights, Using partnerships to maximum advantage, Designing and implementing PE&A campaigns, promotional strategies with cut-through (what works and what doesn’t).
This event was designed for IPR offices throughout the APEC region, APEC IPEG members, APEC SME working group members, innovators and IP related organizations, private sector representatives and SMEs.
Workshop Program
Speaker's Profiles
Workshop Presentations
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Day 1 - 1 April 2009 |
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Opening Address by Philip Noonan, Director General, IP Australia
Presentation
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How can we help build the innovation capacity ofsmall and medium-sized enterprises?
As the key drivers of wealth creation in all sectors of the economy, what can we do to help entrepreneurs and SMEs become more innovative? Peter Switzer, well respected Australian economics writer, discusses the challenge of nurturing SMEs during times of economic downturn.
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Session Topic: Issues dominating the SME landscape
Technology, the environment and the new global market place - just some of the issues facing today’s SMEs. Business Industry leaders provide their regional and global perspectives on the key trends, obstacles and opportunities for SMEs in today’s environment.
- Ms Christena SINGH, Author, Sensis
Presentation
- Ms LIEW Woon Yin, Director General, Intellectual Property Office of Singapore
Presentation
- Mr John TARPEY, Director of Communications, World Intellectual Property Organisation
Presentation
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Session Topic: IP’s New Frontier – Intellectual Capital Management
Intellectual Capital, Intellectual Assets and Intellectual Property – Government and business leaders share experiences on how SMEs have turned ideas and innovations into business assets and sustainable competitive advantage.
- Mr Stephen SELBY, Director, Hong Kong Intellectual Property Department
Presentation
- Mr Alan POH Chin Heng, Managing Director, ACP Computer Training School, Singapore
Presentation
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KEYNOTE ADDRESS- Award winning and inspirational SME success story
- Mr Peter BARON, Chief Innovation Officer, Sipahh Straws
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SOCIAL PROGRAM
Welcome Cocktail Party
Melbourne ’s business community is invited to join delegates for an Australiana themed cocktail party
- MC: Ms Natalia ROURKE, Senior Project Manager, International Cooperation, IP Australia
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Day 2 - 2 April 2009 |
PRACTICAL SESSION: REACHING SMEs - SETTING THE STRATEGY
Delegates will learn the skills to formulate effective campaign messages and develop an integrated communications program with clearly defined objectives, and target audience.
- Chair: Mr Peter WILLIMOTT, Director, Marketing & Customer Engagement, IP Australia
Presentation
- Ms Pancy FUNG, Assistant Director, Hong Kong Intellectual Property Department
Presentation
- Ms Maria De ICAZA, Coordinator, Japan Office, World Intellectual Property Organisation
Presentation
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PRACTICAL SESSION – MARKETING “Multipliers”
How partnerships can help spread your key messages.
- Chair: Ms Kylie SLADIC, Marketing & Customer Engagement, IP Australia
Presentation
- Ms Susan ANTHONY, United States Patent and Trade Mark Office
Presentation
- Ms Maureen JORDON, Switzer media and publishing
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PRACTICAL SESSION – EVALUATING YOUR EFFORTS
How to determine whether your campaign is working through formal program evaluation techniques.
- Chair: Mr Vjek BRADARIC, Assistant Director, Marketing & Customer Engagement, IP Australia
Presentation
- Mr Tze Chyn SOH, Intellectual Property Office of Singapore
Presentation
- Ms Narelle RILEY, Communications Director, IP Awareness Trust, AFACT
Presentation
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KEYNOTE SESSION - Old Vs New media
Managing Director of web services agency, Wiliam, discusses how to harness new media for the purposes of communicating your message including websites, blogs, forums and instructs delegates on analyzing the effectiveness of their current web presence.
- Chair: Ms Dana BUSIC, Assistant Director, Marketing & Customer Engagement, IP Australia
- Mr Robert BEERWORTH, Managing Director, Wiliam
Presentation
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SOCIAL PROGRAM
Conference Dinner
Discover iconic Melbourne Cricket Ground, one of Australia’s most significant sporting venues.
- MC: Mr Matthew FORNO, Director, International Cooperation, IP Australia
- Key Note Speaker: Mr Brian WALDRON, CEO Melbourne Storm
Presentation
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Day 3 - 3 April 2009 |
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Day three is dedicated to facilitating information exchange between offices with presenters invited to discuss the challenges and opportunities faced by each office in relation to the SMEs sector. Speakers are asked to profile relevant program examples and an overview their future plans in relation PE&A.
SPOTLIGHT ON THE REGION - Promotions targeted to SME sector(part one)
Learn from the experiences and success of IP offices already making in-roads in SME public education and awareness.
- Chair: Ms Kate NORRIS, Assistant Director, International Cooperation, IP Australia
- Mexico : Mr Jorge AMIGO, General Director, Mexican Institute of Industriall Property
Presentation
- Chinese Taipei: Ms Margaret CHEN, Deputy Director TIPO, Chinese Taipei
Presentation | Video
- Thailand : Mr Supat TANGTRONGCHIT, Senior Trade Officer, Department of Intellectual Property, Thailand
Presentation
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SPOTLIGHT ON THE REGION - Promotions targeted to SME sector(part two)
Learn from the experiences and success of IP offices already making in-roads in SME public education and awareness.
- Chair: Ms Kate NORRIS, Assistant Director, International Cooperation, IP Australia
- Mr GAO Qiang, Deputy Director, Education Division I, State Intellectual Property Office, China
Presentation
- Mr KIM Il Gyu, Senior Deputy Director, International Cooperation Division, Korean Intellectual Property Office
Presentation
- Ms Diane BARRACLOUGH,
Advisor - Business Development,
Intellectual Property Office of New Zealand
Presentation
- Ms Olga STEPANOVA,
Senior Expert,
Department of Foreign Economic Relations,
Russian Federation
Presentation | Additional Information
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Wrap-up / Closing comments
- Mr Matthew FORNO, Director, International Cooperation, IP Australia
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