Guilds,Associations,Network and Societies Meeting by Design & Crafts Council Ireland

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

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

–

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

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

•

IMPACT

•

Equipped with essential digital skills for fluent collaboration

Working knowledge of the end-of-use supply chain - nationally and internationally

•

Stronger connections & collaborative opportunities within the sector

In-depth understanding of what circularity and circular design is and isn’t

•

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

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