Olympics Communications- Outline Approach by bvm20830



Participants are invited to consider:

   1. Whether the key messages about the Olympics are correct.

   2. What opportunities they have to promote the identified messages to a
      business audience at sectoral, regional and other events.

   3. Who are the key stakeholders and audience for this engagement strategy.

   4   What mechanisms exist or should be established to enable key sector bodies
       to develop links into ODA and Locog to discuss proposed initiatives.

   And to approve:

          The draft core script which has been developed with DTI sector
           managers in mind and is listed at Annex A
Business Engagement Strategy for Objective 3.1.2. to maximize the wider
economic benefits of the games for tourism and business promotion.

Overall vision

DTI/DCMS and partners will engage with individual UK companies and sectors to
create the conditions so that they get fit not only to take advantage of opportunities
afforded by the 2012 Games but for general business success and to respond to the
challenge of globalisation. This statement closely mirrors DTI‟s vision and purpose.

It is envisaged that key sectors could play a consultative and advisory role to inform
generic technological and other aspects of specifications.

They will also use the 2012 Games as an opportunity to nurture and to showcase the
best of UK science, technology and innovation.

Additionally they will seek to maximise the skills and employment benefits arising
from the Olympics.

The legacy of the games for this objective will be more competitive and innovative
businesses throughout the UK.

Aim of business engagement strategy

DTI/DCMS are working with partners, especially in the RDAs and DAs, to deliver
the Olympic Objective to maximise the wider economic benefits of the games across
the UK and London including those for tourism and business promotion (see
delivery plan). This delivery plan will be presented to Ministers and the rest of the
“2012 community” in July.

In order to deliver on this plan DTI and partners will have to develop two-way
engagement with the business community. This two way dialogue will be both
informing business of opportunities from the 2012 Games and listening to advice
from them about optimum solutions for Games related challenges. Wherever
possible sectors will be encouraged to find cross-sector solutions.


   1. DTI and its delivery partners will develop an “offer” to help companies,
      especially small companies, get fit to compete for opportunities afforded by
      the Olympics. This offer will involve:

              Ensuring UK companies are sign-posted to procurement
               opportunities and/or helping small companies understand the
               processes involved in supplying to Government, using the Business
               Opportunities Network.
              Helping individual businesses raise their competitiveness using
               existing support services such as those delivered through business
               links. These will include IDB services (information, diagnostic and
               brokerage services), export help through “passport to export” and
           even consultancy support through the manufacturing advisory
           service. (MAS).

2. DTI/DCMS and partners in OGDs will work at a sectoral level to determine
   what sectors can do to support the 2012 Games. Initiatives will vary by
   sector but may involve:

   Supply chain initiatives so that stronger companies in the supply chain work
    to improve the performance of weaker companies.

   Initiatives to determine the leading edge technology for the sector.

   Commitments for how the sector can support the 2012 Games.

   Sector based partnerships to bid for opportunities.

In addition sectors will be encouraged to identify cross-sector initiatives and
collaboration for the 2012 Games. For example it will be impossible to develop
security solutions without considering building design or to have IT solutions
without considering construction.

3. DTI and partners , especially RDAs and DAs, will work together to ensure
   regional economies are strengthened by UK wide opportunities from the

       All activities underpinning the delivery of the objective to maximize the
        economic benefit of the games will be available to all businesses and
        sectors in all regions and countries. Science, technology and innovation
        events and exhibitions will be held outside of London when appropriate.
        Whilst it is anticipated that there will be a core offer to businesses
        interested in supplying to the Games the flavour of any business support
        may vary according to regional interests and priorities.

4. Using the 2012 Games to promote science, technology and innovation. This
   is really about three discrete objectives:

   Using interest in 2012 to stimulatepublic awareness of science, technology
    and innovation.*

   Nurturing new products or generic technologies by using procurement
    opportunities in the games.

   Generating new science, technology and innovation using the 2012 Games as
    a stimulant for debate, exhibition and show-case.

    It is expected that the Government‟s Technology Strategy Board will play a
    role in helping business to take advantage of the opportunities offered by the
    2012 games through the use of science, technology and innovation.
       *Note this objective and the others will also help ensure a wider cross-
       section of individuals are interested in working in Science, technology and

    5. Helping UK companies export products and services of relevance to the 2012
       games to other major sporting events.

    6. Using the 2012 Games to show that the UK is an attractive place for inward

    7. Promotion of positive images of UK abroad– as a tourist destination, place to
       do business, and of UK industry more widely – specific link to 3.1.8.

In addition DTI has a strong interest in objective 3.1.1, to maximize the
employment and skills opportunities of the 2012 Games , as it will be impossible to
achieve the economic benefits without also considering the skills dimension. DTI is a
partner on the mini-steering group for 3.1.1.

Strategy for business engagement

DTI/DCMS will work together with ODA, Locog, Small Business Service (SBS),
Regional Development Agencies, devolved administrations, other Government
Departments, and business intermediaries to raise awareness of the opportunities of
the Olympic and Paralympic Games amongst businesses and industry sectors. It will
also encourage collaborative programmes with sector focussed groups to enable the
UK to present the best it can offer to support the Games and as a legacy of the

The Olympics and Paralympics provides an excellent opportunity to demonstrate
the best the UK can offer in science and technology.

This business engagement plan seeks a strategy to inform and influence businesses
and business channels but also to seek benefit from the engagement of internal and
external stakeholders in its delivery activities.

Communication objectives

   To raise awareness of the opportunities for business for the Olympics and
   To encourage companies to take a fresh look at their business and learn from
    best practice
   To promote support for business
   To use the Olympic and paralympic games as a platform for promoting greater
    business involvement in science, technology and innovation and to use the
    procurement opportunities to nurture specific, especially environmental,
   To use the 2012 Games to contribute to informing the public about the
    importance of science and technology.
   To ensure that business intermediaries are engaged and best equipped to advise
    business of the opportunities offered by the Olympics and facilitate sector
   To provide an advisory and consultative mechanism between business and the
    2012 delivery partners


“The Olympics brings significant opportunities for all types of business in all regions
of the UK”

“Business Link can help your business get „Fit for the Olympics – Get Fit for the

“Get your sector into shape for the Olympics 2012 opportunities- which presents an
opportunity on a global stage”

The UK is at the cutting edge of science and technology innovation, the Olympics
provides a unique opportunity to showcase our enormous capabilities”

Key messages may need to be reviewed to ensure they best reflect our changing
priorities and will also be used to promote that the games are “inclusive” and will
ensure opportunities for all types of businesses from diverse communities. The
messages will also be used to promote a “carbon neutral” games.

Channels of communication:

It is expected that all opportunities from the 2012 Games will be advertised via the
2012 web-site and linked through to the Business Opportunities Network. This is
currently being developed between EMDA and SEEDA and will build on the
Supply2.gov procurement tool. Supply2.gov will also be able to sign-post companies
to non-Olympic opportunities and offer learning opportunities in how to supply to
Government. It is also hoped that this in turn will be linked to other sources of
business advice such as “businesslink.gov.” In this way there will be a coherent
system of support for all interested in supplying to the 2012 Games.

A core script (Annex A) has been developed for DTI business relationship managers
to start sector focussed programmes for trade associations and other business
intermediaries to „Get your sector into shape for the Olympics‟. This could be
adapted for use with other intermediaries. This script is about encouraging
collaborative activities amongst businesses within a sector so that they are best
placed to speak authoritatively on the sector needs to to ODA and Locog and, of
course, to become globally competitive. These intermediaries are also being tasked
with ensuring those in the sector are made aware of the opportunities and that they
are given sufficient information about how to get involved collectively and as
individual businesses. Wherever possible case studies will be developed (e.g. based
on the work of the IAP) to show what is possible. This strand of work will be
extended to OGDs who have relationships with key sectors of the economy.
All existing stakeholder engagement routes should be considered and the initial task
is to identify those who correspond with business stakeholders on a regular basis.
Within DTI these tend to be Ministers and senior officials for senior stakeholders
such as CBI, IOD , Federation of Small Businesses, the British Chamber of
Commerce . DTI has relationship managers on a sectoral level and has a list of
“top 50” stakeholders, a mix of organisations and influential companies, that it has
close relationships with and engages on a regular basis. DTI holds regular bi-
laterals between the Secretary of State and the CBI, IOD and BCC. There is also an
annual workshop led by DTI‟s permanent secretary with these organisations and
these present excellent opportunities to convey the messages about opportunities
from the 2012 Games.

 RDAs and DAs are responsible for managing the business link engagement with
individual businesses but will also have extensive relationships with the businesses
in their regions. Other Government Departments will have relationships with
sectors that DTI does not engage with, e.g. HMT with the financial services sector.

In addition it is suggested that all Departments with an interest in business
engagement contain up to date information about the 2012 Games and how to access
information on their web-sites.

DTI will also work with partners on the mini-steering group to design a package of
materials to support business engagement on the 2012 games. This will comprise
presentation materials, publications and exhibition stands.

Wherever possible existing events will be used to engage with business in delivering
on the economic objective for the 2012 Games. A draft events calendar is
attached(ANNEX C) in addition it is hoped that RDAs, DAs and OGDs and sector
bodies will have their own events which will promote the messages and
opportunities in the delivery plan for this objective.

For these events it is suggested that we assemble a small database of speakers. This
will be in addition to Ministers who will have the first opportunity to convey the
messages about the economic development aspects of the 2012 Games. These
speakers will add relevance and endorsement to engaging businesses.

Other channels of communication include:

-   Publications/newsletters. There are numerous newsletter and e-newsletters
    including ones that go to many thousand of businesses from the Manufacturing
    Advisory Service. All these will carry a link to the Business Opportunities

-   Peer to peer communication- research shows that peer-to-peer networks are
    widely used by business. It is often their preferred means of trusted
    communication. It would be worth considering whether we could
    influence/generate blogs or stakeholder discussion forums to promote discussion
    of the Olympics as an opportunity.

-   PR/media features- devise a programme of activity with Press Offices and Media
    Features to raise awareness and interest in the opportunities for business.
   Supporting key announcements and activities and also extend through discussion
   articles and tactical activities to inspire businesses and sectors to take action.


Delivery partners include DCMS, LOCOG, ODA, RDAs, BLS, NRG, OGDs and
GLA and will engage with the following audiences:

1. Businesses- segmentation will be required to identify which businesses, by size,
   sector, region, etc. In addition to who within a businesses we want to target- e.g.
   Director level.
2. Trade Associations, business support organisations; technology providers, other
   business intermediaries and influencers
3. Stakeholders, which are listed in Annex A, include CBI, IOD, BCC
    and others.
4. Press- National, regional, trade and professional. Online media channels should
   also be used as these provide a key opportunity to link directly to the Olympics
   gateway site and enhance an online community.


1. Budget

Where possible, existing budgets will be used to support business engagement plans.
It is assumed that wider 2012 Games resources willl be available e.g. the Road-show
bus could attend science week events to promote the link between public
engagement in science and the 2012 Games.

2. Branding

DTI will need to seek initial agreement with DCMS to ensure the Olympics
messages are best conveyed to its audiences both directly and through managed
channels to ensure there is no infringement of the guidelines set down by LOCOG
and as protected by legislation. The use of agreed wording to describe the Olympic
Games 2012 is, however, critical to the successful delivery of all DTI Olympics
communications and business engagement.

3. Research

Existing research is available that could help inform business engagement. Key
interesting facts on the Olympics and Paralympic games will continue to be collected
and used in presentations. The DTI Innovation Messaging Project and the COI
Common Good research on Small Businesses could also be used. The Small
Business Service also has other sources of relevant information about business
behaviours that will be drawn upon.

DTI has a network of managers who have built relationships with key sectors and
businesses and these are existing and very effective channels of communications.

We will additionally work with the Office of Science and Innovation for the best
approach to engage Knowledge Transfer Networks and other supported networks.

It is also important to understand what RDAs and DAs are doing to engage business
as a key part of the engagement strategy and discussions will initially be held with
SEEDA and EMDA re the Business Opportunities Network.


We need to start planning communications support as soon as possible, so that we
are in a strong position to support events and activities that are already in the
calendar and also roll out activities in the autumn.

With the launch of procurement opportunities in July 2007, it is important that we
work to get businesses and sectors up to speed in good time so that they can provide
a considered response to the opportunities as they arise.


This Core Script is intended to specifically help those who have relationships with
business communicate about the opportunities arising from London 2012 and what
we should be doing to support sectors and companies “get fit” for the Olympics.

A power point presentation containing further background is available.

A presentation containing further background is available

What is the business aspect of the 2012 Games?

DTI/DCMs lead on an objective for the 2012 Games “to maximise the wider
economic benefits of the games for tourism and business promotion”.

This means ensuring more competitive and innovative businesses throughout the

DTI is working with ODA, Locog, Small Business Service (SBS), Regional
Development Agencies, other Government Departments, and business
intermediaries to to ensure the necessary mechanisms are in place to inform UK
business of opportunities, ensure UK business is fit to take full advantage of those
opportunities and to ensure best practice is adopted in procurement procedures.

More generally we are;

   encouraging the development of sector-wide strategies to support London 2012;
   identifying opportunities to use the Olympics/Paralympics to promote science,
    innovation skills and employment; encouraging enterprise, business growth and
    investment both in the UK and overseas..

For individual companies:

When will contracts be let and by whom?
Envisaged that invitations for tender of contracts for construction of Games venues
and infrastructure will commence next year. Contracts for fitting out those venues
are still some way off. However, companies need to be thinking strategically now
about how to make sure they are fit to meet the challenge of supplying to the

The Olympic Delivery Authority (ODA) is responsible for building infrastructure
and venues and the London Organising Committee for the Olympic Games (Locog)
is responsible for staging the Games.

The ODA is expected to publish a procurement policy in July 2006. This document
will outline the principals that will underpin the ODAs intended approach to
procurement. There will be a period of consultation before their procurement
strategy is published.

But work has already started on the Olympic Site.
Contracts have been let by the LDA for the burying of powerlines and site
remediation prior to start of construction. ODA is also tendering for a “Delivery
Partner” to project manage design and construction of infrastructure and venues. An
announcement about the ODA‟s delivery partner is expected in August 2006.

How do I keep informed of potential tender opportunities?
 www.london2012.com has a dedicate area for business. All the tendering
  opportunities will be published via www.london2012.

   There is a proposal to publish an e-Newletter for business.

   ODA has indicated their intention to consult with appropriate professional and
    trade bodies on most of the major contracts and with the materials and
    components supply side in order to consider forward purchase of bulk materials
    and components.

   Envisage that RDAs will be developing programmes of activity to keep
    businesses in touch with London 2012 developments.

How can I find out about wider supply chain opportunities?
DTI is working with RDAs and Locog to develop a mechanism for linking tendering
opportunities, prime contractors and suppliers across supply chains along with
support available for SMEs.

Envisage that ODA Procurement Policy will set out proposals for its active
management of its supply chain.

Is there any Government support to help SMEs get “fit” to win Olympics

Yes. DTI and partners, especially in the RDAs and DAs, are wholly committed to
mobilising all the business support tools at our disposal to help you prepare for the
opportunities presented by London 2012. This include:

   supply2.gov launched on 27 June 2006 will help small business learn “how to
    supply to Government”

   Business Link services such as the “Best Practice Diagnostic,” a service for
    companies to assess their strengths and weaknesses so that they can improve
    their global competitiveness, will help companies “get fit for the Olympics”.

   SMEs will be encouraged to register their interest in London 2012 and take full
    advantage of awareness programmes being developed regionally

For sectors
Staging the Olympic Games will have an impact across almost all sectors and
responsible sector bodies should be developing strategies NOW to exploit the
opportunity the Games present. Two sectors already ahead of the game are:


       The Construction 2012 Task Group involves all key sectors of the
       construction industry through the supply chain including product and
       material suppliers, the client (ODA) and DTI . Intended to be the focal point
       for the construction industry. The group will signpost industry best
       practices in the "Commitment" to enable the industry to "get fit" for the


       Led by Sir David Brown, Chairman of Motorola, and involving members
       from across the Partnership, the IAP workstream aims to describe a vision
       for use in the optimisation of the experience of the Games for all involved.
       The workstream will also identify the common technologies needed, in order
       for a value chain to be built to ensure this experience, set out a timeline to
       provide the balance between risk and "wow" factor, and will culminate in a
       joint industry/government paper, setting out this vision.
In addition there is considerable work to support making the 2012 Games a low
carbon games, to have zero waste during games times and promotion of
environmental awareness and partnership. The Olympic park has also adopted 12
sustainability principles, covering materials, waste, land, air and water, energy and
housing, among others.
DTI and Defra will be working together to
Showcase and nurture environmental technologies, demonstrate good environmental
management practices, support the development of environmental/sustainability
skills, and raise awareness of environmental issues more widely

ODA is due to publish its draft Procurement Policy next month which does give
clear commitments including a desire to consult with representative bodies on major
design, construction, supply and commissioning contracts, also on supply of bulk
materials and components. It will encourage good business practices including
training, social inclusion for women and BME, tackling work-lessness and
encouraging innovation.

How can your sector help ODA implement these commitments?

Sector bodies and forums should be considering how to:

          use their existing communication channels to inform business about
           London 2012 and the opportunities it presents.
          link the opportunities presented by the Games to;
                        existing supply chain development activities
                        existing activities aimed at raising sector skills
                 meeting other commitments in sector IAGT
   Use London 2012 to showcase cutting edge UK technology.
   Consider how they can support 2012 Delivery Partners to achieve their
   Collaborate across sectors to deliver innovative, high quality solutions to
    Delivery Partners
Annex B

    Delivery authorities – Olympic Delivery Authority (ODA) and London
      Organisation Committee for Olympic Games (LOCOG)

      Other Government Departments (DCMS – lead Department; for Olympics
       and sector sponsorships)

      Regional Development Agencies – especially South West DA (lead RDA for
       Olympics) and East Midlands DA (via LOCOG NRG – responsible for
       delivering / coordinating links to business)
      Business Link
      DTI key stakeholders- CBI, IoD, BCC, Engineering Employers Federation,
       British Retail Consortium, Federation of Small Business, Forum of Private
       Business etc
      Business intermediaries and influencers/ Key sectors and identified trade
       bodies for
           - construction, ICT (including electronics), low carbon energy,
               environment, materials, security systems, broadcasting, transport
               (including low carbon vehicles), sports leisure equipment, financial
               services, publishing creative industries, retail, chemicals, furniture and
               furnishings, marine etc
           - Key organisations
           - Trade associations
           - Other sector groupings i.e. Sector Skills Councils

      ACAS
      Trade Unions i.e. TUC.
      Consumer interests i.e. National Consumer Council,
      Science community i.e. Research Councils, Council for Science and
      Trade bodies i.e. UK Trade Policy Consultative Forum
      Environmental lobbyists i.e. Green Alliance
                                EVENTS CALENDAR


 15       DTI all staff event

 19       MISC 25 – Malcom Wicks

 27       Launch of supply2gov


  3       Launch of 2012 construction commitment – 1 Victoria Street Conference
          Centre – Tessa Jowell and Margaret Hodge

  6       Launch of Olympic Road show – Campaign bus in Trafalgar Square.

  7       Local Government Association Annual Conference
          Speaker: Mike Power, LOCOG, Chief Operating Officer

 19       Leeds Business Conference – DTI Minister, Jim Fitzpatrick – Stand for

 20       BR Relationship Managers Forum – presentation by DTI Olympics Team

 20       RDAs BLIG meeting – Presentation by DTI Olympics Team

 24       MISC 25


 30       Construction News Contractor 100 Breakfast Club
          Speaker: Mike Power, LOCOG, Chief Operating Officer


          British Association of Science Festival
 7-8    European Summer School – Transport and Transport Access
        Speaker: Hugh Sumner, ODA, Director of Transport

 27     AGE Concern AGM
        Speaker: Richard Sumray, Chair of London 2012 Forum

 28     3rd Annual Transport Conference
        Speaker: Richard Sumray, Chair of London 2012 Forum


        Intelligent Transport System World Congress (EXCEL, DOCKLANDS)

  4     Royal Town Planning Institute Conference on Transport Planning
        Speaker: Richard Sumray, Chair of London 2012 Forum

 11     The Association of Property Bankers Seminar
        Speaker: James Bulley, London 2012, Director of Venue and Infra‟


  1     Financial Times Sport Industry Summit

  2     Technology Strategy Workshop

 10     British Paralympic Association City Lunch
        Speaker: David Higgins, ODA Chief Executive – Paul Deighton, London
        2012, Chief Executive, on Q&A panel
22-23   Thames Gateway Forum – EXCEL Centre
        Speaker: David Higgins, ODA Chief Executive




 --       National Science Week


MAY 07







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