Working Group Marketing – Scotland
The purpose of this form is for you to provide the rest of the group a short but structured idea of what is happening in your country/region/area in this area of language planning development.
1. Projects being developed List here the titles and a brief description of the main projects relating to marketing currently being developed in your linguistic community
The various Gaelic language organisations in Scotland promote awareness and encourage the use of Gaelic through their respective activities, with ultimate responsibility for the development and promotion of the language residing with Bòrd na Gaelic, the Gaelic Language Development Agency. Organisations such as Seirbhisean nam Meadhanan Gàidhlig, BBC Alba, Comunn na Gàidhlig, Fèisean nan Gaidheal, Clì Ghàidhlig, An Comunn Gaidhealach and Pròiseact nan Ealan all contribute to raising the profile of the language in Scotland. Below are some of the projects and activities currently being developed with a direct relation to marketing: Pàrlamaid na h-Alba: Promoting the services and use of Gaelic within the Scottish Parliament Ur Sgeul: An exciting new scheme promoting Gaelic writers and publishing in the 21st century Sgleog: New website for Gaelic speaking teenagers with articles, games, e-cards, quizzes and monthly competitions. Subsidiary activities include tours to schools and Sgleog newsletter Thig a Theagasg: Promoting Gaelic teaching opportunities Fàilte: Promoting Gaelic and cultural tourism Sabhal Mòr Ostaig UHI: Promotion and further development of Honours degrees through the medium of Gaelic. Offering new lifelong learning opportunities through short courses and the acclaimed An Cùrsa Inntrigidh, a supported distancelearning course for beginners worldwide Leabhar Mòr na Gàidhlig: The Great Book of Gaelic exhibiting worldwide Cànan/learndirect scotland: Development and provision of online Gaelic for Parents and Gaelic for Tourism courses
Gaelic Taxis: Gaelic branded taxis in Edinburgh and Glasgow Courses for fluent speakers: Development and promotion of literacy and grammar courses for fluent speakers Why Gaelic?: Partnership project initiated by Iomairt Cholm Cille. CD Rom promoting and encouraging the use of Scottish and Irish Gaelic
2. Resources List here any resources that have been developed for the projects, including if possible hyperlinks to electronic versions
Pàrlamaid na h-Alba: Website, posters and leaflets http://www.scottish.parliament.uk/vli/language/gaelic/index.htm Ur Sgeul: Website, posters and leaflets http://www.ur-sgeul.com/ Sgleog: Website, posters, leaflets and more recently a snap fax for texting in Gaelic http://www.sgleog.com/ Thig a Theagasg: Posters and leaflets http://www.cnag.org.uk/ Fàilte: Brochure http://www.cnag.org.uk/ http://www.smo.uhi.ac.uk/cnag/failte/ Sabhal Mòr Ostaig UHI: Course materials and course structure. Website, prospectus, posters, leaflets http://www.smo.uhi.ac.uk/ Leabhar Mòr na Gàidhlig: Website, Book publication, Audio CD, School pack http://www.gaelic-arts.com/ Cànan/learndirect scotland: Courses available in learning centres throughout Scotland http://www.canan.co.uk/ http://www.learndirectscotland.com/ Courses for fluent speakers: Course materials and course structure http://www.cli.org.uk/ Why Gaelic?: CD Rom
3. Research List here titles and authors of any research undertaken in the field of regional or minority marketing in your linguistic community
Lèirsinn Research centre: Research projects in the areas of education and the Gaelic media. See http://www.leirsinn.smo.uhi.ac.uk/
4. Partnerships List here any successful partnerships being developed between different organisations and sectors and between organisations and the private sector to promote marketing in your regional or minority language 5. Links List here links to any websites of organisations or documents relating to this issue in your community
Sgleog: Public/private partnership between Seirbhisean nam Meadhanan Gàidhlig and Cànan Fàilte: Joint initiative between Comunn na Gàidhlig, Western Isles Tourist Board, Comhairle nan Eilean Siar, LEADER and Western Isles Enterprise SMO/Cànan/learndirect scotland: Joint marketing initiatives between educational institution, non-departmental public body and private company Why Gaelic: International public/private partnership
There are no websites specific to marketing in Gaelic, but useful links would include: http://www.bord-na-gaidhlig.org.uk/ http://www.ccg.org.uk/ http://www.bbc.co.uk/scotland/alba/ http://www.cnag.org.uk/ http://www.cli.org.uk/ http://www.gaelic-arts.com/ http://www.smo.uhi.ac.uk/ http://www.feisean.org/ http://www.ancomunn.co.uk/ http://www.arts.ed.ac.uk/celtic/poileasaidh/ http://www.scotland.gov.uk/library3/heritage/gtfr-00.asp http://www.ecmi.de/jemie/download/JEMIE02MacLeod28-11-01.pdf http://www.akerbeltz.org/rannsachadh/rannsachadh.htm
6. Bibliography List here books, articles etc relating to the issue of marketing in your community 7. New Initiatives Please list here any new initiatives that you would wish to see being developed in your community to promote marketing in your RML
Research into language attitudes and behaviour Research among young Gaelic speakers (learners and fluent), particularly teenagers Language role models/ambassadors/high profile supporters Develop partnerships with commercial organisations
Strengthen international partnerships Develop a one-stop information point whereby businesses and organisations can access information and tools to help them market their services and products through the minority language and vice versa Promotion of the use of Gaelic and technology/new media e.g. Gaelic email service, new products being developed, career opportunities
8. Successes What do you think has been particularly successful in your country/area/region/linguistic community as regards marketing and why?
Promotion of Gaelic Medium Education Quality of products and promotional material Organisational partnerships International partnerships Joint marketing initiatives New technologies Public relations
9. Transfer of good practice What experience/practices do you think that you would be able to share/transfer to other linguistic communities? 10. Additional Information Is there any additional information you would like to share with the working group?
Course development, particularly An Cùrsa Inntrigidh Working in partnership Funding The use of new technologies