Perception is everything!

When marketing or branding a product or service, that is predominantly aimed at members of the public, our perception is all encompassing to the process of actually successfully buying that product or service.

In circumstances where we have a poor perception of a product or service we are pre-programmed to avoid at all costs and to a greater degree we imagine, rightly or wrongly, that said product or service is inherently poor or inferior, regardless of what the marketing messages might be telling us.

By definition, perception is the process in which we use our senses to acquire information about the surrounding environment or a particular situation.

And how does this exactly relate to Waterford City.

It is very simple. Everyone’s perception of Waterford City varies in an ever so slightly different way because we all sense experiences in slightly differing ways.

To my mind the City still has a huge untapped potential that needs to be realised in the short and medium term to get the City back as the economic hub of the South East. In my current work role and through my involvement with various groups and committees I see firsthand the enormous amount of work being planned and being carried out. This work will, without any doubt, benefit the many businesses and therefore all the people of Waterford City and County in the very near future.

However, as I am so immersed in these processes my perception more often than not differs from that of my family, my close friends and my business colleagues. I just constantly see that the City and County have not really scratched the surface of what is possible to drive the region forward and for Waterford City to regain its rightful place as the fourth City of Ireland (in economic terms). 

I am always a glass half full person.

I do often feel that I am sometimes alone in that positivity or at the very least I am one of a very small minority that sees a positive future vision that will literally put Waterford back on the map.

I have advocated on many occasions, both in print and on radio, that every voter in Waterford should attend at least one Council meeting in their lifetime. This will give voters the chance to see at firsthand how Council runs, functions and operates through our locally elected representatives. It will also help people understand how the City and or County are perceived through the eyes our elected representatives and the council executive.

Is your vision of the City the same as that of our elected representatives?

With an ever improving retail offering we must encourage even more people back into Waterford City Centre to experience these new shopping opportunities and with the proposed additional shopping centre to come on stream we must take every opportunity to drive up footfall in the City Centre.

It is more important than ever to get this right as we now see out of City Centre retail villages offering a real carrot to attracting shoppers – lots of free car parking!

The many City Centre retail shops can encourage people across their threshold with sales, end of season sales and lots of seasonal special offers. So why can we not look towards opportunities that offer a similar enticing promotion based around parking your car?

Monaco where the first hour of car parking is FREE!

Will further reduced car parking rates or specific car parking offers, similar to those in Cork, Limerick, Dungarvan and Kilkenny, bring increased footfall back into to the City Centre?

Well, we will not know until we have tried and until we try we will always be perceived, by the people of Waterford and many of our visitors, as an expensive place to park a car - no matter what the car park sign states the hourly rate might be.

My wee girl goes off to university....what the UL?

I, like many other parents in the last week, have been literally packing a child off to a third level institution. For me, as a first time parent to this process, I have found the whole experience both exciting and a wee bit apprehensive, if the truth be told. After all we do not know if the course or the institution will suit our children and all we can really hope for is that we have made the right decision and the right choices.

My daughter’s first course choice has taken her to the University of Limerick. A university that in 2015 won The Irish Times “Best University” award and as there are only a handful of universities in Ireland I can only assume that this award is shared on a rotational basis.

Having achieved and surpassed the entry qualification points we attended the “induction” or “orientation” day at UL on Tuesday 1^st September. The well travelled road to Limerick is a shocker and a poor reflection on a major trunk route between two of Ireland’s Cities. Two hours after setting off from Waterford we arrived at the stunning UL campus. Thanks to an American philanthropist this has to be one of the most impressive campuses in Ireland. All still relatively new and shinny, with lots of open space, sports facilities to rival any university, and the added bonus of being able to watch the odd Munster player training!

As I was to spend the whole day at UL I took the time to walk, explore and view every corner of the campus. The first thing that struck me was that it was so inspirational to see so many fresh faced young adults starting their next educational journey. There were literally thousands of students orienteering themselves on this day.

I also started totting up the positive economic impact of a university city and from the accommodation figures alone I worked out that around €1.8 million was being spent on the accommodation in my daughters block. This did not take into account any cost of living expenses, travel, entertainment etc etc. The UL campus is plainly generating tens of millions for the university and the local economy and Waterford is missing out on this much need annual cash injection.

For those lucky enough to be able to go on to third level education, getting to university is a very big deal and something that both student and family should be very proud of. I know that it was a day I will be very proud of and yet in the back of my mind I was annoyed that my daughter did not have the chance or the opportunity to go to a university in Waterford City! I have after all been in Waterford City for nearly fifteen years and I had hoped that this issue would have been resolved by now.

Is it not ironic that the City that is promoted as “Ireland’s Oldest” still does NOT have a university of its own?

What have we been doing for the last 1100 years!

The more the day went on the more I had time to reflect on why Waterford City has not yet been designated a University City and why my daughter and so many others like her, have had to figuratively emigrate from their place of residence to attend a university. I feel that it is a shocking indictment that so many are forced to leave and yet we do not hear enough about this annual exodus from our City and County by our own young and talented people. Once gone many will never come back and yes there are economics at play as to where or not they come back but at the very least we need to create a society where they have a choice.

Since returning from the orientation day I have meet so many other parents who feel exactly the same way and I am aware that this ongoing issue has been around now for decades and not just a few years.

Surely, we have to get this issue sorted once and for all.

I am in the camp that says a university in Waterford City would be good for the City, the County and the south east region.

There can be absolutely NO doubt that a University City is perceived to be a much better place to live, invest and educate. And if the existing education institution is worth its salt then moving from a college or a tech or an institute of technology to university status will be a good thing and will be something we could all be proud of. What we do not want is a fudged solution and I fear that is what may well materialise unless we once and for all get our collective act together. It still seems that those people who will ultimately have the final say are working with the “wrong types of bricks” – see last week column and blog!

Yes, our WIT is an excellent technological institution but surely we will ALL be better off as a University City. I do hear people championing and defending institutes of technology and giving shining examples such MIT (in the USA). But let us face facts we are not the US and we will never be the US, so we will never see another MIT outside of MIT.

This ongoing saga has seen many boards of management come and go at WIT and we must hope that the current board will deliver for Waterford when others have not, and that the current board will learn the lessons from previous boards when we were lead to believe that “This was the way to go” then all of a sudden “No, we need to turn full circle and this is now the way to” and so on.

The bottom line is that the clock is very much tricking and the longer we leave this issue the further down the road the ultimate goal will be. My own son is now in third year of secondary school and I fear that he too will have to emigrate to attend a university.

The current government promised a university for Waterford in the current “Programme for Government” and I may be wrong but to deliver on that promise between now and a General Election in April of 2016 seems to be fantasy politics.

Too many generations are missing out, our economy is missing out, and our City is missing out. Surely, this is not rocket science!

There's rays of hope as City gets its place in the Sun!

My Grandpa always told me to very, very conscious of how you speak to people outside of your place of work and also championed the mantra that you must never judge a book by its cover.

These are two extremely important points to bear in mind if you own and run your own business as you must always remember that you are really never off duty and you are perpetually having to fly the flag for your own business. YOU are your business’s most important brand ambassador and therefore when you communicate with people face to face, on the mobile phone, by email, by letter or via social media remember that you will continually be judged in relation to your own business. And I will come back to this towards the end of this week’s article.

Waterford City retained its recent run of positive news stories this week when on Wednesday 25^th March Sun Life moved into their new premises, and these new premises were officially opened by Tánaiste and Minister for Social Protection Joan Burton, Mayor of Waterford Cllr James Tobin, Sun Life’s Senior Vice President for Client and Technology Services David Healy, and Sun Life’s General Manager Karen Burns. All these speakers spoke of the drive and determination to make the Waterford arm of Sun Life’s global network one of the jewels in the business’s portfolio crown.

Sun Life in Waterford employs circa 300 staff members and the expansion into new premises gives a potential to employ many, many more and VP David Healy spoke of the team ethic of Waterford’s employees and their hard work and dedication that has made the Waterford facility as important as any other of Sun Life’s worldwide locations. In fact Minister Joan Burton also highlighted the fact that on a recent visit to the Group’s HQ the Waterford operation was talked about at Board Room level as one of the business’s best brand ambassadors. It is hoped that in future years Sun Life will take on several new staff members and this new premises is ready and suitable for any future expansion.

The opening of Sun Life’s new premises was much more than just another IDA backed expansion of an existing global business in Ireland. This was really a local team effort on many fronts and a huge amount of credit must go to Sun Life’s senior staff members for making sure that where ever possible contractors for the new premises were sourced locally. This commitment to source locally shows how it can be done, shows how it should be done and perhaps many other organisations should take note and copy this model. We need to see more large orga

nisations make a commitment to source locally as we all know that this makes commercial, financial and social sense.

There were a number of senior contractors engaged in the Sun Life project and these included; CJ Falconer and Associates Architects, Nevin Construction and Fieldmaster (Office Design and Service). There were also a number of smaller local contractors who were involved in the supply and fit out of IT, audio visual and so on. In total over 100 local people were involved in the project and that is a significant number of wage packets being invested directly back into our local economy.

Sun Life could easily have championed “a company sourcing or tendering policy from HQ” to use one particular supplier for this project. But they did exactly the opposite and credit must be given to them for making a commitment to source as much as possible from local Waterford businesses. The challenge is now to get other multi-nationals, government departments, and local authorities etc to look closer to home when seeking to find new suppliers. If there is a commitment to copy the Sun Life model then everyone will benefit. After all what is the sense in seeing wages being spent in Dublin, Limerick or Galway? We need a holistic approach to sourcing and engaging with local companies but above all we need leadership to make that commitment to try “by hook or by crook” to use local companies and therefore engage with local employees.

In addition to good news from Sun Life on Thursday 26^th March the Waterford Mail launched its first every annual golf charity competition in Waterford Castle Hotel and Golf Club. A poignant moment for me to return to my first ever place of employment in Waterford City. The event will raise money for three local beneficiaries and I do hope that this event will be supported by local businesses as the causes do need the additional support that the money raised will bring.

Whilst at the launch I had the opportunity to meet with the new owner, Seamus Walsh (and his team), of Waterford Castle Hotel and Golf Club and I have to say that I would be extremely encouraged that we will finally see this iconic island realise some of its latent potential. I believe that the new owner will not only make a significant difference to the Castle but he will also be an integral part of a resurgent Waterford and I am sure that he will be an important voice who will champion the need to connect with the people of Waterford City and County and the wider region. We wish you the very best of luck in your new venture.

 

So the above ultimately brings me back to my opening paragraph. I spent last week meeting with some wonderful business people who were to a man and women consummate professionals and ultimate brand ambassadors for their own businesses. And yet my week ended on a sad and bitter note that can ultimately be attributed to poor customer service.

On Sunday 29^th March, having competed a gruelling 100 kilometre charity cycle for Mount Sion Secondary School in aid of new Astroturf pitches, in hurricane like conditions, with a number of fellow The Biscuit Club members, I was met by a business owner who told me “Not to park that piece of s***e (my bicycle)” next to his apparently expensive bike. Initially shocked by this verbal attack I obviously had to retort in my usual Scottish manner. But this “business ambassador”, and I use this phrase loosely, has now lost a customer and a potential significant customer, as I will ultimately upgrade my “piece of s***e” at some time possibly later this year, but unfortunately not with him.

In business you must at all times take care how you speak to people as you can never be sure just where your next customer might come from!

“Loyal customers, they don’t just come back, they don’t simply recommend you, they insist that their friends do business with you.” Food for thought.