National Scottish-American Leadership Conference

Page 7

Proceedings

Proceedings

National Scottish-American Leadership Conference

October 2-3, 2004

I.  Wayne Rethford called the meeting to order at 9:07 a.m., and introduced Gus Noble, President-Elect of The Illinois Saint Andrew Society. A list of attendees and their affiliation is included as attachment 1.

II.  Mr. Noble thanked everyone for attending and introduced Bob Creighton, MentorShop, as the Conference’s first speaker, stating that he was hopeful that the Conference would achieve a better understanding of what we are all doing.

III.  Bob Creighton, President, Mentorshop.com

Leadership & The Issue of Communication

Bob Creighton spoke of Scotland and America and the communications’ challenge. Good communication, is when the perception you live with bears some relation to reality. He quoted from President John F. Kennedy’s 1962 commencement Address at Yale University “…The great enemy of truth is very often not the lie…deliberate, contrived and dishonest…but the myth…persuasive, and unrealistic”.

He cited the variety of disparate, sometimes apparently conflicting images that we see of Scotland and of the United States. In addition, he cited the many Scottish organizations’ communications that seek an audience, that also offer widely disparate messages. These included: various Clans and Scottish Societies, the Scottish Coalition: Scottish Executive and Scottish Parliament, The National Trust for Scotland, Scottish Opera, VisitScotland, Scottish North American Business Council and Global Scots.

Discussion ensued about how we could open the lines of communication to and between all of these various organizations.

Suggestions on this topic as well as arising from other presentations are included in the attachments under “action points” or “recommendations not actioned”.

Bob also spoke of the misleading nature of comparing the Scots to the Irish. Irish-American outnumbers Scottish-Americans 4 to 1. Bob provided data from the 1990 census. Attachment 2.

IV.  Alan L. Bain, President, The American-Scottish Foundation, Inc.

American-Scottish Foundation Report

Alan Bain reviewed the American-Scottish Foundation Mission explaining that, since inception, it has been a bridge between Scotland and the United States and vica versa.
Based on current Foundation sponsorship development activities, Alan talked about the necessity of developing demographic information relative to the American-Scottish community as an essential tool for sponsorship development and fundraising purposes.

Alan noted the opportunity presented in 2005 given Scotland’s announced significant investment in its 2005 New York City Tartan Day program. This investment offers potential leverage for other locally developed sponsors. The importance of the Scottish Executive’s agreement to provide this leverage cannot be overstated. Furthermore, he said that it was important that we recognize in the United States that, although Tartan Day is an American-Scottish celebration, Tartan Day would not have achieved its present momentum, status and visibility without Scotland’s considerable investment. This joining of forces is to be encouraged and welcomed.

Alan noted that 2006 offers a special opportunity. In 2006, The St. Andrews Society of the State of New York will celebrate its 250th Anniversary, The New York Caledonian Club will celebrate its 150th Anniversary, and The American-Scottish Foundation will celebrate its 50th Anniversary. It is anticipated that Tartan Day 2006 will recognize these celebrations in a joint event of major significance.

Following meetings in Scotland Alan advised that The Scottish Executive had developed a modular mobile display unit, “A Scottish Village” to be available to showcase Scotland at major events. The unit will be launched in Vanderbilt Hall at Grand Central Station with opening night on Friday, April 1. The Village will close on Sunday, April 10. Details of New York City’s 2005 Tartan Day schedule is attached, Attachment 3.

Alan stated that the Foundation’s Wallace Award had been presented to three generations of the Forbes family on Tartan Day 2004 in an event jointly sponsored with Scotland Magazine, and VisitScotland.

Alan also noted that the Foundation’s annual John Muir Golf Tournament, co-sponsored by the New York City Department of Parks & Recreations, Friends of Van Cortlandt Park and American Golf raised $10,000 dollars towards a youth employment program in the New York City Parks system. In addition, he mentioned that the Foundation, in cooperation with the New York Public Library, has celebrated four Branch Library Centennials over two years. Each Branch Library was built from funds donated to the NYC Public Library by Andrew Carnegie in 1901. Alan suggested that American-Scottish community groups should consider working with their local government to recognize and promote items with a Scottish association in the area. As an example, he mentioned the Foundation’s relationship with the NYC Parks Department that began with the restoration of the Burns Statue on “Literary Walk” in Central Park.

The Foundation has approached several Scottish organizations to enhance the celebration of the Carnegie Centennials and to give recognition to the fact that Andrew Carnegie was a Scot. There will be six such celebrations in 2005. Furthermore, the Carnegie Awards, given to renowned philanthropists, will be presented outside the United States for the first time in the new Scottish Parliament building in October 2005.

A calendar of American-Scottish Foundation events is attached. Attachment 4.

V.  David Stenhouse, writer, broadcaster and presenter of programs for Radio Scotland

A Study of The American-Scottish Community

David Stenhouse spoke of building bridges between Scots of America and Scots in Scotland. The American-Scots, he noted, appeared to continue to rejoice in a traditional Scotland that features kilts, pipes, traditional dancing and the like, while Scots try to play down these images of what they consider old Scotland. One purpose of David’s visit was to investigate this apparent disconnect. David’s work will be featured in an hour long PBS radio program and a four part series on Radio Scotland.
David also drew on his recent book “On the Make, How the Scots took over London”. Copies of the book published in 2004 by Mainstream Publishing (Edinburgh) Ltd., 7 Albany St., Edinburgh EH13UG, Scotland, ISBN# 1-84018,813-8. The book maybe attained through Trafalgar Square Books.com.

VI.  Lorna Jack, Manager, Scottish Development International, North America

SDI North America, Overview

Lorna Jack focused on The Scottish Executive’s initiative “Smart, Successful Scotland”, presenting a comprehensive overview of the work of her department. A copy of Lorna’s presentation is attached, attachment 5.

Among topics highlighted was the Global Scots initiative that drew considerable interest. This volunteer door opening group numbers 700 globally and 360 in the U.S.

Among sectors of the Scottish economy demonstrating world class performance highlighted were:

Financial Services - $629 billion under management

Energy – wind, wave and tidal energy development

Biomedicine/Life Science – Stem cell, cancer and diabetes research.

VII.  Stewart McLean, Second Secretary, Scottish Affairs Office. British Embassy, Washington, D.C.

Scottish Affairs Office, Overview

Stuart McLean indicated that the Office’s primary responsibility is to promote Scotland in the U.S. working in cooperation with Scottish based organizations to assist them achieve their objectives. To that end, Staurt made a commitment to develop a website by the next meeting that could be used by such organizations to feature events on a calendar section, news on a promotional section and to which their own websites can be linked. This undertaking by The Scottish Affairs Office was most warmly and enthusiastically welcomed by the group.

Staurt also spoke of the Executive’s “Fresh Talents” initiative that is designed to entice back to Scotland Scots resident elsewhere.

He noted that his presence, along with that of Susan Stewart, First Secretary, the prior year, is an indication of the importance that the Scottish Executive attaches to the U.S.

VIII.  Fiona Kennedy, Founder and Director, Tartan T.V.

Tartan T.V., Update

Fiona Kennedy delighted the group by announcing the finalization of a contract with PBS T.V. to showcase Tartan T.V.’s weekly magazine program on its national system. Take up to date has been by approximately 350 stations, a potential viewing audience in excess of 70,000,000, and the number continues to grow.

Note: Many excellent recommendations were made on ways in which to help Tartan T.V, gain momentum, an objective endorsed by all at the meeting. See attachment 7.

Fiona also mentioned her recent attendance at a Scottish government sponsored tourism conference in Edinburgh and identified some of the findings that resulted from the instantaneous polling of the audience electronically. Of particular interest to the group, particularly in light of David Stenhouse’s comments about the apparent disconnect between Scotland and its diaspora on the subject of Scotland’s “identity” and how Scotland should be promoted, was the overwhelming negative response of those polled to the position that Scotland was drawing too heavily on its traditional Icons, heather, haggis, bagpipes, etc.

IX.  Patricia Martin, President and founder, Litlamp.

Sponsorship Development – A Road Map

Patricia Martin has been in the business of sponsorship development for 20 years. She advises corporations on how to sell their products and works with “properties” to ascertain their market value. A “property” is marketable asset of an entity seeking to secure sponsorship.
Partricia has written a most useful guide to sponsorship development that is entitled “Made possible by: Succeeding with Sponsorship”, it was published in 2004 by Jossey-Bass, a Wiley imprint, www.josseybass.com, ISBN# 0-7879-6502-2.

For anyone serious about the task of sponsorship development, the book is a good investment as it contains examples of recommended sponsor development tools.

Among the points stressed were:

·  Sponsorship is not fundraising

·  Sponsorship is a marketing investment consequently sponsors require a return on their investment that is greater than the investment itself

·  Sponsors looks to leverage their investment through the investment of other sponsors

·  Understanding and valuation of the assets of the event (the “property”) to be sponsored, is key

·  Valuation is a science. Guidance on arriving at a valuation is provided in the book

·  Know your audience and understand its objectives

·  Track all exposure that the sponsor will receive

·  Sponsorship of Festival(s) is growing

·  $23 billion spent on sponsorship in 2003

·  Sponsors’ ability to sell products on site a key attribute

·  Sponsors’ ability to display (“animate”) products on site is another key attribute

·  Sponsors’ access to a desirable audience is yet another

·  Note: The “Millionaire Next Door”, Thomas J. Harley, PhD, William D. Daiko, PhD., Pocket Books, Simon & Schustor, 1996, ISBN# 0-671-01520-6, p. 19-21, claims that American-Scots are the second wealthiest ancestry group in the U.S.

Patricia also spoke of the process.
The objective in the first instance is to establish an exploratory meeting to determine if a fit exist between the “properties” on offer and the sponsor. The meeting should be brief, 20 minutes, and focused. Determine how the potential “properties” can be used to achieve the sponsor’s objectives – sales, bottom line improvement, etc.

Assuming a fit, obtain agreement to a second meeting that should involve all decision makers. This meeting should last appox. 1 hour and be based on:

·  Customized template

·  Photos

·  Valuation of property; not its cost

Patricia cited goodwill as an important benefit to the sponsor. Examples given were Employer/Customer relations. Imagine, for example, children of either group photographed next to a Pipe Band or a Christmas photo taken at the Nutcracker ballet, for example.

Allow sponsors to sell on site.

·  Showcase their product attributes (strength, durability of performance of a product)

·  Create influence with the audience

Band together for sales, pricing and packaging. Consider: what do we have that is a marketing asset – back of the ticket, media buy, signage, booth space, TV time, print, program? To figure out what you “properties” are worth use 10% of the cost; i.e. 10% of the published rate.

Measure your audience and count everyone whether working or attending to get your total audience. Collect information about who they are, their age, travel preferences, number of cars, education, income, newspapers read, etc. This has tangible and intangible value to you and is important and relevant knowledge to your potential sponsor. Offer a chance to win a prize for everyone filling out the survey. Intangible values show how prestigious your event is. Are your attendees loyal? How long did they drive to get there? How long have they been coming? A track record with other sponsors is also an important sales tool.

You can also get free promotion by joining forces with other companies. An example would be Mama Mia lets you go to the show and to the Olive Garden for dinner. Free promotion for promotional consideration.

“Selling” – Sponsors have particular needs and you need to ask questions. Don’t make a cold call. Your first meeting should be 20 minutes. That is long enough to see whether there is a fit. Your objective should be whether you need a second meeting. Meeting is not about the sales person and you must ask permission to “pitch”. Mr. sponsor is it OK – would it make sense for me to take five minutes to tell me what you do. How do you see this? What other partnerships have you had? What is the pay-off for you? Let me come back to you with a proposal on this. You may be surprised. How do they sell? What are they looking to spend?

Preparing for the second meeting you should ask, “how many proposals should I prepare?” This will let you know how many people you have to see during the next visit.

Bring lots of photos. The total value of this package is $2 million gross. Sponsorships start at $50,000. What do you think? Gross up your work and then give a smaller dollar figure. Get objectives out on the table.

X.  Harry McGrath, Simon Fraser University, Vancouver, Canada

Simon Fraser University, Overview

Harry McGrath spoke of the University’s Scottish studies program. The University is also in the process of collecting oral histories of Canadian-Scots and establishing a refernce library for the proceedings and memorabilia and minutes of Scottish organizations in Canada. Harry sensed there might be opportunities to extend the University’s Long Distance Learning program to the U.S. as there appears to be an unsatisfied hunger for such programming.

Harry also commented on “Gung Haggis Fat Choy”, Happy New Year with Haggis. This New Year celebration, now a local institution, has achieved enormous visibility combining the best of Chinese and Scottish New Years elements. The sponsoring restaurant attracts 1200 dinners over a three day period.