Agency aims to help firms expand their global reach in a world after Brexit
Enterprise Ireland’s head of marketing Conor O’Donovan explains to John McGee the challenges of helping businesses of all sizes and why it’s important to make sure some amazing success stories are told
STATE agency Enterprise Ireland, one of the largest providers of equity finance and business supports to businesses in Europe, has played a lead role in helping indigenous firms boost their capabilities, create jobs and, ultimately, develop an export dimension to their businesses in recent years.
A key part of the Government’s Action Plan for Jobs, it has also played a key role in the development of the equity finance and venture capital market, having invested in more than 45 different private equity and VC funds in the last 20 years.
With 32 offices around the world, Enterprise Ireland clients employed 192,000 staff and recorded sales of €39.3bn in 2015, €20.6bn of which was in the form of exports. The agency also invested over €31m in startups and other client companies and helped create over 10,000 new jobs.
Conor O’Donovan, Enterprise Ireland’s Head of Marketing and Communications, oversees the agency’s entire marketing and communications efforts, both overseas and in Ireland.
As head of marketing for a State-owned agency, what does your role entail? “It involves the management of Enterprise Ireland’s marketing and communications strategy globally.
“This includes promoting the activity our sectoral divisions, regional offices and overseas network – all of whom are working with clients of all sizes to help them develop and scale their businesses and export across the world. Indigenous Irish businesses don’t always get the recognition they deserve but are the backbone of the economy and in addition to employing hundreds of thousands, are doing amazing things globally.
“One of our client companies, Arralis, has developed radar technology used in self-driving cars. We supported them with an early introduction to the European Space Agency where their technology was first applied.
“So my role is largely about working with colleagues to ensure that more companies are aware of our supports and to help amplify the capabilities and successes of Irish companies in key sectors and markets among international media and buyers, to help grow exports.”
What are the day-to-day marketing challenges you face? “Traditionally, Enterprise Ireland has been associated with grants and funding, which is still a significant part of what we do, but we provide a much wider range of supports. For instance, we help companies develop their innovation capabilities, improve their competitiveness, scale their businesses and reach international markets, which is more important than ever in the context of Brexit.
“From a marketing perspective, given that we are involved in such a large number of initiatives, encompassing a breadth of sectors from agri-technology to the Internet of Things to construction and education, we have to able to reach a wide range of targeted audiences.”
“We have a large network nationally and internationally and a very wide range of supports to market. We also work with private companies every day and support their marketing and international promotion and understand the challenges facing them. Ours are in some ways similar, particularly in the business-to-business space.
“One of the key challenges we face, however, is building the ambition of Irish businesses to expand their global footprint. This is all the more important in the context of Brexit.”
As an export-driven economy, how big a challenge is Brexit for Enterprise Ireland and its client companies? “One of the most significant challenges facing our client companies is Brexit. While it wasn’t the result we hoped for, we had a contingency plan in place and published our Brexit support strategy on the day the result was announced. Since then, we have been helping companies address the challenges facing them in areas such as competitiveness, currency risk management, innovation and market diversification.
“Our focus is a dual strategy of encouraging more companies to diversify their exports globally while also helping companies embedded in the UK to avail of new opportunities we have identified in sectors such as infrastructure, financial services and construction.
“We recently launched a new Global Ambition marketing communications campaign to inspire more Irish exporters to diversify into new markets, by showcasing clients who have achieved success at a global level. The early indications are that this is encouraging more companies to think about new markets.”
Brexit aside, what other challenges do you face? “We have a large network nationally and internationally and a very wide range of supports to market. We also work with private companies every day and support their marketing and international promotion and understand the challenges facing them. Our challenges are in some ways similar to other businesses, particularly in the business-to-business space.”
Who is your target audience and how do you reach them? “Our target audience is largely based around two cohorts. Domestically and regionally it is startups, SMEs and large companies across all sectors.”
“We reach them through integrated marketing communications using traditional communications, advertising and a significant focus on digital and social media.
“For example, in the aftermath of the Brexit vote, we immediately put online a range of webinars on key issues such as currency, business strategy and how to enter new markets, which were very well attended virtually. We also work with many of the associations and representation bodies on key sectoral issues.
“Internationally, our target audience is international buyers across a range of sectors. We support our international offices in promoting Irish products and services in key sectors through trade missions, buyer events, trade fairs, in-market communications and digital strategies.”
What about mainstream media? “We have a very comprehensive marketing and communications approach through mainstream media and sponsorships at national and regional level. We work with Local Enterprise Offices, higher education institutions and business networks to ensure we are visible to anyone interested in starting or developing a business with export potential.”