CDA – A Roadmap for Branding Dublin 2012 – A Discussion Paper

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A Roadmap for Branding Dublin, A Discussion Paper 2012International Talent Target Markets, including International Students:A key factor affecting multinational companies investment decisions is theavailability of skilled labour, and Dublin has consistently performed well oninternational talent indices. However, as international competition for talentedlabour increases the Dublin brand must seek to attracted talented migrants tothe city. Anecdotal evidence from Multinationals based in Dublin suggest thatattracting such talent is not a problem.“75% of Google staff have relocated from overseas to work in Dublin”. 61Attracting International students is one way in which to nurture foreign talentfor use in Dublin’s workforce, while they also signifi cantly contribute to theirhost economy.A recent peer review of international education in Dublin found that there were24,339 international students in Ireland in 2010/2011, of which 59 percentwere studying in Dublin based institutions. 62In this year tuition fees generated in Dublin by these international studentsamounted to €146.5 million, while their general expenditure is estimated toprovide a further €170 million a year to the Dublin economy. 63The largest source markets for Dublin’s international students in 2011 wereChina and the USA, followed by France, Germany, and the UK. 64 Thesemarkets for international students should be reinforced, while at the sametime new ones sought.Dublin is also a leading English language education centre, with an estimated60,000 international language students coming to Dublin each year. WithDublin positioning itself as a high-skill innovation hub it is important that thecity continues to attract international students. Furthermore, internationalstudents who have a positive experience in Dublin will become future brandambassadors for the city, widening its international network.61 John Herlihy, VP of Online Sales and Operations, Google Ireland62 Peer Review on Developing and Promoting Dublin as an International Student City, 201163 Ibid.64 Education Ireland, International Student Survey, 201140
A Roadmap for Branding Dublin, A Discussion Paper 2012The Brand AudiencesThe Dublin Brand will also have a series of target audiences, on whom thefocus will be in raising Dublin’s international profi le and fostering pride in it.If these audiences are effectively engaged, there will be the opportunity forthem to become brand ambassadors for Dublin, further helping the brand toreach its target markets.Our Diaspora Target Audience:“The Irish community worldwide includes many extremely infl uential business leaders who arewilling to help build a successful future for Ireland.” 65It is estimated that approximately 70 million people worldwide presently claimsome level of Irish ancestry. 66According to the Emigrant Advice Network (EAN), 3.1 million Irish citizens(passport holders) currently live overseas and of these 800,000 are Irishborn (around 500,000 in the United Kingdom, 156,000 in the US, 50,000 inAustralia, 22,800 in Canada, 16,000 in France, 16,000 in Germany, and 8,000in Spain). 676542Department of Enterprise, Trade and Employment, (2010). Trading and Investing in a Smart Economy66 National Institute for Regional and Spatial Analysis, (NIRSA), Towards Spatial Diaspora Strategy: A Position Paper, 200867 Emigrant Advice Network (EAN). How many Irish people live abroad? , 201241
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ContentsExecutive Summaryv1. Introd
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A Roadmap for Branding Dublin, A Di
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Page 108: 10 Steps toDublin’s Brand1Engage
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CDA – A Roadmap for Branding Dublin 2012 – A Discussion Paper

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