Time to paint the City Purple!

This weekend will be the official launch of the Purple Flag accreditation for Waterford City. But before I go on to write about the importance of this promotional project I must comment on the return of flights from Waterford City to, in particular, London Luton.

As you read this article we will have already seen dozens of flights take off and land between Waterford City and London Luton. It is great news to see VLM commit to the reinstatement of flights between Waterford City and London Luton. Luton is around 30 minutes from London St.Pancras International (which incidentally was the station used for the Harry Potter films) and it is then just a short tube ride from the very heart of London City. The timetable is now even more user friendly as you can depart Waterford City at 07:30 and return on the evening flight from Luton at 18:40. This of course does mean that you can pop over to London for a quick business meeting and be home at a reasonable time that evening. In addition we must also take into account that the airport is literally on our doorstep and the travel time back home from the airport is inevitably under 1 hour and that sort of convenience is worth its weight in gold after a long day.

We must also remember that it was only last December, at the final City Council meeting of 2014, that it was announced that the flights operated by BMI would cease in 2015 and for the staff of the airport to turn this negative around to this week’s huge positive news takes an awful lot of time, work and effort. So we must show our support for Waterford Airport and book our flights whenever possible out from Waterford Airport.

Is it the right time to paint the City Purple! Well the answer is of course a big fat YES.

As a Purple Flag designated City we can open a world of possibilities to create a City that will be appealing to new customers base and a whole new audience. Like the Blue Flag Beach accreditation the Purple Flag award for Cities and Towns will deliver certain standards for cleanliness, street lighting, safety, communication, nightlife, and so on. This a truly a collaborative effort that has been coordinated through the City Centre Management Group (CCMG) and supported by the Council, Waterford Business Group, the Garda, City Businesses and a wide range of stakeholders. It is a real chance to once and for all make the City Centre a vibrant destination once again.

And yes there are still issues around the retail mix, concerns around safety, the uniformity of late night opening hours, the cost of car parking...but this Purple Flag is a starting point from where we can ALL drive the City forward with a positive message. We need to talk up the City’s offering in order to attract new retailers, attract a greater variety of late night offerings, encourage a late night cafe culture (as we see across the whole of Europe) and above all we need to get our citizens back into the City Centre to start loving our City once again.

The brand that is Waterford City needs to regenerate itself and everyone must become that Brand Ambassador the City so badly needs. We all have our part to play and we all need to accentuate the positives rather than the negatives. And if you feel that there are issues, come up with a solution and do not just come forward with a complaint that can be posted anonymously across the ever widening range of social media channels. If you can contribute in a positive way then do just that.

The importance of the Purple Flag launch cannot be over emphasised and every business within the Purple Flag designated zone must do their bit to get the message out to their customers and the citizen of Waterford.

Yet getting this message out seems to have had varying degrees of success. I know that the Waterford Business Group have held an information evening and the Council did likewise yet the level of awareness is much less than it should be from a business point of view. How can you expect members of the public to be aware of the messaging if the businesses delivering that message are not clear themselves?

Clarity of communication messaging is something many business and organisation overlook or simply get wrong time and time again. When dealing with a stakeholder group the clarity of messaging becomes even more important and just because the people involved in a project are clear of the messaging it does not follow that everyone else “gets the messaging!”

I was very conscious at the start of this week that many of the businesses in the very heart of the Purple Flag area were not aware of the launch, were not aware of the messaging, were not aware of how they were to promote the launch weekend etc etc. It was clear that Purple Flag businesses have been visited but to what extent was there a conversation taking place with the business to enthuse them to get involved. I am yet to be convinced that enough time was spent delivering this messaging!

To remedy the lack of engagement the Waterford Business Group have taken it upon themselves to get out and “pound the street of the City Centre” and deliver some very striking purple belly posters to all the City Centre businesses asking them to give a Purple Flag offering for the launch weekend. You should be able to see A3 purple posters displayed in many shop windows this weekend promoting a Purple Flag offer or just recognising that the Purple Flag launch is taking place.

The communicating of messaging by getting bodies on the ground is without doubt the most effective way and is often the only way of delivering clarity of messaging. To see the human face of a promotion will undoubtedly get more buy-in and will also make the launch of the Purple Flag more personal.

 

So well done to Fly VLM and the Waterford Business Group for delivering more good news for the City, the County and the wider South East region.

Now we just need YOU, the people of Waterford, to support the launch, so make a deliberate effort to come into the City Centre this weekend and seek out the Purple Flag offerings. 

The wearing of Purple is of course optional.

Communication is the key to our success.

Over the weekend I watched in awe as the RBS Six Nations climax unfolded on the BBC and RTE over the course of Saturday afternoon. One dramatic turn after another and at the end of a marathon session of rugby indulgence Ireland were quite rightly crowned the 2015 Six Nations Rugby Champions and my beloved Scotland were once again to receive that much coveted Wooden Spoon Award. I now have enough of those blasted Wooden Spoons to build a log cabin in my back garden!

Then to add insult to injury and just 24 hours after the slaughter at Murrayfield the Irish Women’s Rugby team humiliated their Scottish counterparts and ooh joy of joys I was to receive my second Wooden Spoon of the weekend courtesy of Irish Rugby. The second award was of course made all the more palatable by the fact that the Women’s Captain is of course Niamh Briggs from Waterford, my adopted home.

It really was a great weekend of sport when on Sunday the Waterford hurlers secured promotion back to the top division and the lift that this will give the City and County cannot be under estimated.

I have always said that our various sporting achievements, locally, regionally and national do reflect our mood and to a larger extent our outlook. If we regularly celebrate sporting success then we are more likely to have a positive outlook for our place of residence and we are also more likely to celebrate commercial business success as well. If we have been hard wired to celebrate on a regular or annual basis then we will be more akin to beating that “drum of positivity”.

We only have to look across the recently named Thomas Francis Meagher Bridge to see that Kilkenny City (Town) and County oozes positivity. This is in no small part due to the phenomenal recent success of the hurling team and it is this positive aura that permeates right down through every citizen of Kilkenny. No matter how business is actually operating, good or bad, the business people and businesses of Kilkenny will always give the impression that they are doing exceptional well. This constant positive outlook certainly brings it own success and own additionality to Kilkenny and the City (Town) is a tourist trap for a huge percentage of overseas visitors. And remember that it was only in the late seventies that Kilkenny really decided that it would become the “Medieval City of Ireland” and as such would draw hundreds of thousands of annual visitors from around the world to visit its Castle and bustling retail sector.

The success of Kilkenny as a destination has mirrored the sporting success of the County and the many smaller club hurling teams that annual compete in GAA fixtures. Their own sports stars are seen as the envy of many and they are elevated to superstar status, and boys and girls throughout this County want to be the very sport stars they see week in week out on the playing fields. 

In business you need staff to fulfil roles and positions that best suit their individual talents and skill set. These must all be cohesively combined by the CEO, General Manager, etc into a “well oiled machine” with everyone knowing their place and function.

However, just how many staff members are communicated to effectively so that they know what is expected of them? How do they know if they are performing correctly? How do they know if they are contributing to the company’s profitability and therefore the company’s future stability? These questions are often left unanswered in many businesses.

Perhaps businesses that are clearly underperforming need to take a lesson from the likes of Schmidt and Cody. Both of these Managers are completely different people yet they both get the absolute maximum out of the players at their disposal. They evidently have two completely contrasting management styles yet both are achieving astonishing results on an regular basis.

What links the two men is their ability to communicate with those around them.

They both have an uncanny ability to get their message across, get their instruction out on to the field of play, get their game plan embedded into every player’s mindset and they always seem to have a plan B that can be turned on at the bark of an instruction. These two men are some of the very best communicators you will ever come across and there are many lessons to be learned from them.

Many businesses assume that their staff are fully aware of the function of the business, the role they play within that business and the contribution they make to that business. But the stark reality is that many businesses are very poor at internal communication. There is often no clear messaging route for staff members and there is more often than not no communication strategy for staff whatsoever. When a business is not communicating with its staff how can they expect that business to perform in the market place?

It therefore follows that if a business is not communicating properly with its own staff members then how can they be communicating correctly with their very own customers? Remember that every staff member is a band ambassador for their place of work and if they do not know what a company’s communication messaging is, then how can they be expected to interact on a one to one with a customer?

Many businesses spend literally thousands of Euros a year on PR and communicating strategies and yet forget to communicate these very messages with their own staff members. The result is a lost opportunity and more often than not confusion of messaging.

 

To get the very best out of our people we need to take a leaf out of the Schmidt and Cody book of management and put communication at the very top of our priority list when dealing with staff members.

A winning team requires clarity and communication of messaging and as Waterford looks to a more positive future we need to see a better communication of the positive messages from around our wonderful City and County.

Maybe I should ask Joe Schmidt if he would like to move to Edinburgh for a wee while, as the last thing I will require in 2016 is another bloody wooden spoon.