Strategy for Brand Awareness and Recognition 2011-2016

Strategy for Brand Awareness and Recognition 2011‐2016

NOVEMBER 2011

MidlandsIreland.ie

Brand Management Committee, MidlandsIreland.ie ii | P a g e

Table of Contents

Background & Introduction ................................................................................................................ 1

Brand Management Committee ....................................................................................................... 2

Increasing Membership ....................................................................................................................... 3

Brand Use & Awareness ...................................................................................................................... 4

Public Sector ........................................................................................................................................ 5

Private Sector ...................................................................................................................................... 7

Gateway to Growth ............................................................................................................................... 8

Road Signs in the Region ................................................................................................................ 8

County Launch .................................................................................................................................... 8

Information Points ............................................................................................................................. 9

Photography Competition ............................................................................................................... 9

Golden Print Circle ............................................................................................................................. 9

Gateway to Enterprise ....................................................................................................................... 10

Enterprise Fact File ......................................................................................................................... 10

Regional Case Studies ................................................................................................................... 10

Regional Enterprise Database ..................................................................................................... 10

Gateway to Excellence and Innovation Awards ................................................................... 10

Enterprise Downloads .................................................................................................................... 11

Gateway to Tourism ........................................................................................................................... 12

Gateway to Lakelands .................................................................................................................... 12

Lakelands Tourism Guide ............................................................................................................. 12

Smart Phone Application ............................................................................................................... 13

Top Things to See and Do ............................................................................................................ 13

Festivals and Events ....................................................................................................................... 13

Tourism Downloads ......................................................................................................................... 14

MidlandsIreland.ie

Brand Management Committee, MidlandsIreland.ie iii | P a g e

Gateway to Living ................................................................................................................................ 14

Midlands Arts and Culture Magazine ........................................................................................ 14

Kilbeggan Racecourse .................................................................................................................... 15

Auto Run Porfolio ............................................................................................................................. 15

Garden Trail ....................................................................................................................................... 15

Monastic Trail .................................................................................................................................... 15

Good Golf Guide ............................................................................................................................... 17

Good Food Guide ............................................................................................................................. 17

Gateway to Learning .......................................................................................................................... 18

Learning Smart Phone Application ............................................................................................ 18

Learning Downloads ....................................................................................................................... 18

Website Management and Enhancement ................................................................................... 19

Domain Names ................................................................................................................................. 19

Managing and Uploading Content ............................................................................................. 19

Social Media Networks – You Tube and Face Book ............................................................ 20

Audit of MidlandsIreland.ie .......................................................................................................... 20

Finance ..................................................................................................................................................... 21

Financial Resources ......................................................................................................................... 21

Appendix A – Brand Management Committee ......................................................................... 22

Appendix B – Task Summary Table ............................................................................................. 23

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MidlandsIreland.ie

Brand Management Committee, MidlandsIreland.ie 2 | P a g e

Zinc developed the MidlandsIreland.ie brand to co‐exist with individual strap lines for the pillars of Enterprise, Living, Learning, and Tourism. These pillars address the specific interests and needs of the target audience as shown below, and are supported by MidlandsIreland.ie website which was developed to drive the brand.

This Strategy for Brand Awareness and Recognition outlines the development of the MidlandsIreland.ie brand from concept to reality, under the direction of the Brand Management Committee and proposes various activities for the enhancement, development and management of the MidlandsIreland.ie brand for the 2011‐2016 period. Brand Management Committee

A Brand Management Committee (BMC) has been established, based on the four sectoral pillars promoted on MidlandsIreland.ie, those being, Enterprise, Tourism, Living and Education. The membership of the Brand Management Committee is outlined in Appendix A.

The BMC provides guidance and direction in enhancing and developing each pillar as promoted under the MidlandsIreland.ie. Each pillar is represented by regional experts of the pillar. The subsequent sections outline the Strategy for Brand Awareness and Recognition of MidlandsIreland.ie developed by the Brand Management Committee for 2011‐2016 period.

MidlandsIreland.ie


MidlandsIreland.ie is the brand that represents the region in multiple contexts and to diverse audiences. The brand was developed in a collaborative manner and this collaboration will be maintained in the brand roll out and promotion / awareness activities undertaken for the brand. The benefits of collaboration are abundant, giving the region a stronger competitive advantage, assisting in the creation of a distinct identity on a global scale, and will attract and retain investment, population, and support regional tourism.

Increasing Membership Increasing membership of MidlandsIreland.ie is the overriding objective and forms the core of this strategy for the 2011‐2016 period, with actions proposed under each pillar to increase membership. The more businesses and organisations that use it, the more visibility the brand has, and therefore creates an awareness of the Midland Region that wouldn’t otherwise be achieved. Membership is open to both public and private organisations and companies operating in the Midland Region comprising of Laois, Longford, Offaly and Westmeath. Companies who register on line automatically receive Brand Guidelines and logos. The benefits of membership include: • MidlandsIreland.ie is a unique marketing

tool. It is free and easy to use! • MidlandsIreland.ie is the platform to

promote your business on a local, regional, national and global basis.

• MidlandsIreland.ie is a support network and forum for promoting awareness of the regions facilities.

• A Sense of Place ‐ promoting the Midlands as a place to in which live, visit, work and invest.

“Opportunity is missed by most people because it is dressed in overalls and

looks like work” Thomas Edison

MidlandsIreland.ie


Brand Use & Awareness To date, the suite of promotional materials prepared for the brand include: • 5 panel backdrop • Gateway to Tourism

Pullup • Gateway to Enterprise

Pullup • Event folder • Branded Pens • Vehicle stickers for each

strap line

These promotional materials are available upon request for regional events organised by members e.g. Enterprise Week, Heritage Week etc.

A series of Living Boards have also been prepared, displaying the assets and vibrancy of the region.

MidlandsIreland.ie


Brand awareness within the region is created by high visibility of the logos with various strap lines throughout the region. This can only be achieved by the adoption and use of the brand by business, regional and local authorities, state agencies, and Community and Voluntary Services which operate within the Midland Region.

Public Sector

Regional and Local Authorities

The MidlandsIreland.ie brand has been adopted by the MRA and each local authority in the Midland Region, resulting in the:

i. Incorporation of the MidlandsIreland.ie brand on all MRA communications including e‐mail, letterhead, publications, website etc.,

ii. Incorporation of the MidlandsIreland.ie brand on all LA and Town Council communications including e‐mail, letterhead and website,

iii. Replacement of the Athlone Tullamore and Mullingar (ATM) logo and road signs previously in use by Offaly and Westmeath Local Authorities.

iv. Agreement to place MidlandsIreland.ie road signs outside the linked gateway and principal towns and regional boundaries.

MidlandsIreland.ie


State Agencies

Where appropriate, state agencies operating within the region including IDA Ireland, Enterprise Ireland, Fás, Fáilte Ireland, Vocational Education Committees,County Enterprise Boards, Integrated LocalDevelopment Companies, Community EnterpriseCentres etc. have been asked to incorporate the MidlandsIreland.ie brand. This is not an exhaustive listing, rather one that canbe supplemented as the Strategy is implemented.

Community and Voluntary Services

The services undertaken by the community and voluntary sector within the Midland Region present a wonderful opportunity to promote awareness for the MidlandsIreland.ie brand. There are approximately 1,600 groups registered with the Community Fora in the Midland Region, these groups vary in size, and the adoption and use of the brand by these groups would ensure awareness of the brand at a grass roots level. In addition to the Community Fora, there are other community bodies operating throughout the region which should be approached to assist in the promotion of the region, which include Citizen Information Services, Midland Employment Support Agency Ltd (MESA) etc.

MidlandsIreland.ie


Private Sector

To succeed the MidlandsIreland.ie brand, must be adopted and actively used by enterprises and businesses of all sizes operating within the region, including both multi‐nationals and indigenous enterprises, so that the objective of brand awareness and the creation of a strong regional identity is realised. All business operating within the region, across all sectors have a role to play in ensuring that the MidlandsIreland.ie brand is used in conjunction with their own brand.

The subsequent sections detail specific tasks for each strap line to deliver on the regional objective, of developing a regional brand to capitalise on the central geographical location of the region, which in turn will contribute to the successful development and implementation of the polycentric model outlined within the Regional Planning Guidelines for the Midland Region 2010‐ 2022.

MidlandsIreland.ie


Gateway to Growth The Gateway to Growth strap line is the principal strap line and should be used when the services provided by agency or company are cross pillar in nature. The following details various cross pillar promotional activities for the 2011‐2016 period. Road Signs in the Region Road signs are an essential component in securing awareness and recognition for the MidlandsIreland.ie and increasing the number of visitors to the website. In this regard, the National Roads Authority (NRA), was consulted and has provided detailed guidance on required text and sign size to ensure all signs are legible at 120kph, 100kph, 80kph. The MidlandsIreland.ie signs will appear as ‘official’ information signage; this is in keeping with The National Road Network Resigning Project, which aims to ensure a consistent approach to signage on national roads. These signs will be commissioned on a sequential and prioritised basis for installation on motorways, national primary, national secondary and regional routes where these are strategically important entrances to the region.

Sign 1 ‐ Proposed Signage on National Primary route approaches to linked‐gateway and principal towns

Sign 2 Proposed Signage on Motorway approaches into Region

County Launch It is intended to hold a county launch of the MidlandsIreland.ie brand in both Longford and Laois in Q1 of 2012. The launch will be planned and co‐ordinated in partnership with the relevant Local Authority and Chamber of the principal town. The format will be similar to that of the linked gateway launch of March 2011.

MidlandsIreland.ie


Information Points

Across Local Authorities in the region there are a number of Information Points which are currently not in use. Connecting these information points to MidlandsIreland.ie presents a very cost effective option to creating awareness of MidlandsIreland.ie both to local authority staff and the public alike, as generally the information points are located in public access areas of local authority buildings.

Photography Competition To increase the gallery of images on MidlandsIreland.ie, it is proposed to run a ‘Summertime in the Midlands’ photography competition. This will be promoted through schools, amateur photography clubs, Arts & Heritage Officers, Community Fora etc. The criteria for entry being that the photo submitted capture the uniqueness and magic of the Midlands. Golden Print Circle Consideration should be given to meeting each print company operating within the Midland Region to brief them of the brand and various strap lines, make brand guidelines and logos available to them in print quality. This would enable the print companies to offer all clients based within the region the option to include the regional brand on their printed products.

Strap Line Task

Gateway to Growth Road Signs

County Launch

Information Points

Photography Competition

Golden Print Circle

MidlandsIreland.ie


Gateway to Enterprise Enterprise Fact File It is proposed to develop an Enterprise Fact File for download from the MidlandsIreland.ie website. This Enterprise Fact File will be updated on a quarterly basis to reflect latest available data from the Central Statistics Office. The Fact File will include:

• Key regional statistics • Reasons for business / enterprise to locate the region • Testimonials from businesses based in the region • The section entitled You will be in Good Company outlines clusters which are present

in the region • Identifies supporting agencies operating in the region • Quality of Life

Regional Case Studies It is proposed to add a series of Case Studies videos of successful clients of Enterprise Support Agencies within the Midlands. This is subject to video being provided in an ‘upload’ ready format. This invitation will be extended to all enterprise support agencies operating in the region.

Regional Enterprise Database Work with members of MidlandsIreland.ie to develop an online business directory. Technical assistance will be provided by the LA IT nominated staff in this regard. Gateway to Excellence and Innovation Awards The inaugural awards took place in May 2011, with over 300 regional business people attending the awards event. MidlandsIreland.ie will support the Regional Chambers in the Marketing and Promotion of MidlandsIreland.ie Gateway to Excellence and Innovation Awards and in their efforts to encourage businesses within the region to think on a regional basis and increase membership of MidlandsIreland.ie in turn.

MidlandsIreland.ie


Enterprise Downloads Agencies supporting and promoting enterprise within the region will be contacted on an annual basis regarding additional items for the download section. Strap Line Task

Gateway to Enterprise

Enterprise Fact File

Regional Case Studies

Regional Enterprise Database

Gateway to Excellence and Innovation Awards

Enterprise Downloads

MidlandsIreland.ie


Gateway to Tourism

Gateway to Lakelands In light of substantial investment in the Lakeland and Inland Waterways brand by Failte Ireland and Waterways Ireland, consideration should be given to the replacement of Gateway to Tourism with MidlandsIreland.ie Gateway to Lakelands. The Lakelands is an intrinsic and fundamental element of the identity of the Midlands, common to all four counties.

The MidlandsIreland.ie Gateway to Tourism website page directs

the visitor to Lakelands page of Discover Ireland.

Use of MidlandsIreland.ie Gateway to Lakelands would: • Build on the success of the established Lakelands brand. • Complement the work underway for Lough Ree / Mid Shannon / Destination Athlone.

Lakelands Tourism Guide In partnership with a number of regional bodies, the MRA prepared a Guide to Tourism in the Midland Region. This guide was launched in January 2007. It is proposed that this guide be updated and rebranded as the MidlandsIreland.ie Gateway to Lakelands Guide, whilst supporting the Lakeland and Inland Waterways brand.

MidlandsIreland.ie


Smart Phone Application

Once the Lakelands Tourism Guide has been updated consideration will be given to the development of smart phone application for MidlandsIreland.ie. The advantages of an App for MidlandsIreland.ie include: • A potential worldwide

audience through the App Store.

• Provides a better user experience for potential visitors (e.g. location based information).

• Easy to keep information current/updated.

• Download figures available each day on a country by country basis.

Top Things to See and Do This will be reviewed on a regular basis in light of work programme defined by the Tourism Pillar of the BMC. Festivals and Events This will be updated on an ongoing basis to promote festivals and events in receipt of support from various agencies operating within including events in receipt of support from Failte Ireland, Waterways Ireland, Shannon Development, the Arts, Heritage and Sports Partnership Officers within each local authority. This is subject to the information being made available by the event sponsor, local authorities and event organisers.

MidlandsIreland.ie


Tourism Downloads Agencies supporting and promoting tourism within the region will be contacted on an annual basis regarding additional items for the download section including:

• Failte Ireland • Waterways Ireland • Laois Tourism • Longford Tourism

• Offaly County Council • Westmeath Tourism • Bord na Mona – re Lough Boora

Parklands and Garryhinch Eco Park • Shannon Development

Strap Line Task

Gateway to Tourism Gateway to Lakelands

Lakelands Tourism Guide

Smart Phone Application

Top Ten Things to See and Do

Festivals and Events

Tourism Downloads

Gateway to Living Midlands Arts and Culture Magazine3 This publication is a well established collaborative project of the Midlands Arts Officers. It is intended to include new issues on the website with the permission of the Midlands Arts Officers.

3 Image courtesy of Midlands Arts Officers

MidlandsIreland.ie


Kilbeggan Racecourse

Mr Paddy Dunican, Manager of Kilbeggan Racecourse has invited MidlandsIreland.ie to display a sign close to the final post which would ensure maximum exposure of the MidlandsIreland.ie brand at the racecourse. It is proposed to accept this invitation and commission a substantial MidlandsIreland.ie Gateway to Living sign. Auto Run Porfolio It is proposed to develop an auto‐run portfolio of images from the region, the system would work as a collage whereby the central image would relate to the county / town in which it is on display, and the surrounding images would be from the entire region. This auto‐run portfolio would be developed in partnership with Failte Ireland, Waterways Ireland, Shannon Development, the county Tourism office / officer, Heritage and Arts officers in powerpoint, enabling in‐house content management. The images for use in the auto‐run portfolio would be supplemented by the Summetime in the Midlands photography competition. It is proposed that the auto‐run portfolio be updated on a six monthly basis. The auto‐run portfolio will be made available for display on screens in reception areas of hotels and tourism service providers free of charge within the region. Garden Trail It is proposed to develop a smart phone application for a MidlandsIreland.ie Garden Trail. This would be based on the Garden Trail recently developed by Laois Tourism. The launch of the smart phone application could take place at the largest Home and Garden Show in the Midlands Region which takes places in Belvedere House, Gardens and Park on an annual basis. Monastic Trail Similar to the Garden Trail, it is proposed to develop a MidlandsIreland.ie Monastic Trail. Offaly Heritage Office already has its sites mapped on Google maps, which could be augmented for the remaining counties in the region. The development of which will require each county to County Heritage Officer to add sites to Google maps and to make both the text and images available to MidlandsIreland.ie. The launch of the MidlandsIreland.ie Monastic Trail application could take place during Heritage Week.

MidlandsIreland.ie


Offaly Hertiage Sites on Google Maps4

4 Developed by Offaly Heritage Office

MidlandsIreland.ie


Good Golf Guide This MidlandsIreland.ie Good Golf Guide would collate details of the Golf Courses of the Midland Region. Good Food Guide A MidlandsIreland.ie Good Food Guide would celebrate the food and drink enterprises of the Midlands. There are a number of award winning organic and artisan food producers in the region which could be profiled such as ChocOneill, Paddy O’s Granola, G’s Gourmet Jams, Rossmore Ice Cream, Sowans Bread Mix, Anna Harvey Foods, Kilbeggan Porridge Oats etc. The Midlands is also home to Kibeggan Whiskey which was crowned Worldwide Whiskey of the Year when it collected the prestigious Brown Forman Trophy at the 2009 International Wine and Spirit Competition Awards. Strap Line Task

Gateway to Living Midlands Arts & Culture Magazine

Kilbeggan Racecourse Sign

Auto Run Portfolio

Garden Trail

Monastic Trail

Good Golf Guide

Good Food Guide

MidlandsIreland.ie


Gateway to Learning Learning Smart Phone Application Develop a Smart Phone Application of full time and part‐time taught Level 5+5 courses and Level 5+ courses on offer in the Midland Region from AIT and the VECs. The development of the MidlandsIreland.ie Gateway to Learning Application will require each learning provider operating within the region to provide text to MidlandsIreland.ie. MidlandsIreland.ie will continue to promote awareness of the Midlands & West Enterprise Platform Programme. Learning Downloads AIT and the VECs promoting learning within the region will be contacted on an annual basis regarding additional items for the download section. The inclusion of Athlone Institute of Technology promotional video footage should be added as an interactive component of the main Learning pillar as soon as is practicable. Strap Line Task

Gateway to Learning Learning Smart Phone Application

Learning Downloads

5 Level 5 refers to Post Leaving Certificate

MidlandsIreland.ie


Website Management and Enhancement Domain Names The following domain names are registered with reference to MidlandsIreland.ie.

• MidlandsIreland.ie • Midlandireland.ie • gatewaytoeducation.ie • gatewaytoenterprise.ie

• gatewaytoireland.ie • gatewaytoliving.ie • gatewaytotourism.ie • gatewaytogrowth.ie • gatewaytolearning.ie

Managing and Uploading Content The website has been developed by Zinc using The Content Management System (CMS) Expression Engine. Zinc delivered a Training Day on the CMS on May 12th 2011. Members of the Brand Management Team and nominated Local Authority staff were invited to participate.

Zinc subsequently prepared a User Guide and Image Style Guide for the CMS which are available upon request from [email protected]

MidlandsIreland.ie has a Fas Graduate, on placement until February 2012 who is responsible for the overall content management of MidlandsIreland.ie. Each local authority has nominated a staff member to update content to the MidlandsIreland.ie site. The Local Authorities are currently exploring the technical options for efficiency in uploading items to the news section of the website. Regional agencies, such as enterprise support agencies and businesses including Chambers operating within the region are encouraged to provide items for inclusion in the News and Calender of Events Sections.

MidlandsIreland.ie


Social Media Networks – You Tube and Face Book

MidlandsIreland.ie will establish a You Tube Channel before the end of 2011. This will enable the embedding of video footage into MidlandsIreland.ie and in doing so it is hoped that this will increase the number of referrals from You Tube to MidlandsIreland.ie. This would operate on similar principal to that in use on www.tullamore.ie for the Tullamore Show etc.

Tullamore Show MidlandsIreland.ie are currently populating a Face Book page, which will enable ‘sharing’ of content with local authorities, arts and heritage face book pages along with Chambers pages. The image bank will be supplemented through the Summertime in the Midlands photography competition and these will be added to the facebook page. Invitations will be issued to existing members of MidlandsIreland.ie to ‘like’ the face book page. Audit of MidlandsIreland.ie Best practice suggests that a website be audited six months post launch. MidlandsIreland.ie was launched in March 2011. Consequently in line with best practice an audit took place on Friday, October 21st, 2011. The audit resulted in a number of recommendations to improve the site and number of visits to the site. The recommendations have been collated in an Audit Report and Recommendations. The recommendations will be progressed in 2012. MidlandsIreland.ie has registered with Google Analytics, which gives rich insights into website traffic.

Aim Tasks

Website Management & Enhancement

Domain Names

Managing and Uploading Content

Social Media Networks

Implementation of Audit Recommendations to MidlandsIreland.ie

MidlandsIreland.ie


Finance Financial Resources Currently each task as proposed is being costed and potential sources of funding identified. Each task proposed is subject to funding.

MidlandsIreland.ie


Appendix A – Brand Management Committee

Mr Martin Daly, Director MRA & Mr Ray Byrne, President, Midlands Gateway Chamber

Co‐Chairmen

Mr Edward McEvoyOffaly VEC ‐ Representative

for Midland VECs

Mr Sean Ryan, Offaly CEB – Representative

for Midland CEBs

Mr Dominic DohenyJohn Flanagan Group

Ms Angela Rigney Midlands Gateway

Chamber

Mr Brian LynchCommunications &

Marketing Manager, AIT

Mr Eanna RoweHead of Marketing & Communications, WI

Learning Living Tourism Enterprise

Mr Seamus Sheeran Capital Securities

Ms Carmel DuffyAthlone.ie

Mr Paddy DunicanKilbeggan Racecourse

Mr John O’ReillyDanger Open Mind

Training

Mr Damien BrennanFailte Ireland

Mr David MintonEconomic Development Officer, Offaly CoCo

MidlandsIreland.ie


Appendix B – Task Summary Table

Strap Line Task Action

Gateway to Growth County Launch

• Launch brand in Laois • Launch brand in Longford

Road Signs6 • Commission and install Road Signs throughout Midland Region

Information Points • Connect to MidlandsIreland.ie

Photography Competition (supports Auto Run Portfolio)

• Promote competition through existing MRA, LA and Chambers Structures • Advertise in regional media

Golden Print Circle • Brief print companies on MidlandsIreland.ie

6 Quotation details are located in Appendix C

MidlandsIreland.ie



Gateway to Enterprise Enterprise Fact File • Produce a Enterprise Fact File pdf for download

Regional Case Studies • Request Case Studies for upload

Regional Enterprise Database • Develop MidlandsIreland.ie Enterprise Database Search Facility

Enterprise Downloads • Review and refresh downloads on an annual basis • Add EI Doing Business in Ireland video to You Tube Channel

Gateway to Excellence and Innovation Awards

• Support the Midlands Chamber in Promotion and Marketing of Awards

MidlandsIreland.ie



Gateway to Lakelands Lakelands Tourism Guide

• Amend 2007 Guide • Launch Guide

Smart Phone Application • Develop Tourism Guide as Smart Phone Application

Top Ten Things to See & Do • Updated on annual basis

Festivals and Events • Ongoing update of section

Tourism Downloads • Review and refresh downloads on an annual basis • Add Lakelands video to You Tube Channel

MidlandsIreland.ie



Gateway to Living Midlands Arts & Culture Magazine

• Upload Magazine to website on 6 monthly basis

Kilbeggan Racecourse • Erect sign at finishing post.

Auto Run Portfolio (supported by photography competition)

• Collate and images for portfolio • Update on 6 monthly basis

Garden Trail • Liaise with County Tourism Representatives and FI • Commission Smart Phone Application

Monastic Trail • Liaise with Heritage Officers • Commission Smart Phone Application

Good Food Guide • Liaise with Food and Drink Producers • Commission Smart Phone Application

Good Golf Guide • Liaise with Golf Clubs & Golf Union of Ireland • Commission Smart Phone Application

MidlandsIreland.ie



Gateway to Learning Learning Handbook

• Liaise with education providers within the region • Commission Smart Phone Application

Learning Downloads • Review and refresh downloads on an annual basis • Add AIT videos video to You Tube Channel

MidlandsIreland.ie


Aim Task Action

Brand Use and Awareness Increase Membership

• Actively recruit new members in partnership with regional chambers and agencies

Promotional Materials • Enhance suite of promotional materials on an annual basis

Website Management & Enhancement

Domain Names • Annual domain name registration fees

Managing and Uploading Content

• Liaise with nominated person from LA • Monitor media for news items

Social Media Networks

• Populate and review MidlandsIreland.ie Channel on You Tube • Populate and review MidlandsIreland.ie Face Book page • Establish Flikr Account

Audit of MidlandsIreland.ie

• Implement Audit Recommendations • Review Analytics on ongoing basis

Documents

Strategy for Brand Awareness and Recognition 2011-2016