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Marketing the instrumentation industry to our youth

A recent IICA Perth Branch initiative in producing a series of CDs to generate interest in young people to consider careers in the instrumentation and control areas has been very professional and imaginative.

These vodcasts can be seen at and show the journeys of a number of people in the industry from apprentices to qualified tradespeople and trainers. These vodcasts show the wide range of jobs available in this industry and where the exciting journeys can lead. They are well worth a look.

It has also served to act as a further impetus for the need for a professionally produced national marketing strategy that will help the Institute grow and become more visible to the wider community.

After some discussions at the face-to- face Federal Council Meeting this year, Federal Council approved the executive to commence working with Greg Garrihy, Principal of Non Executive Management (NEM) on a national marketing plan.

Of particular significance in choosing Greg was the fact that he has an instru mentation background before moving into the marketing arena. He under stands our industry, our aspirations and our direction in the future and can therefore use his marketing expertise for our maximum benefit.

The brief to Garrihy was to examine all the IICA’s current objectives, strategic planning plans plus other relevant infor mation and to use these as the basis for distilling some clear messages which will form the Institute’s national marketing strategies and will include professionally produced brochures and other promo tional materials.

Among the objectives of the IICA are: to provide a forum for IICA members to enhance their knowledge; to foster high standards for design and manufacture of instrumentation and of control techniques; to encourage educa tion in the theory and practice of instru mentation and control, and allied subjects; and to support improvements in legislation affecting the practice of instrumentation and control.

If you have suggestions as to how to increase the benefits of IICA Membership or would like the IICA to be involved in a particular industry or area of focus, please email Cathie Tynan on

[Dirk Kuiper is IICA President and General Manager of AMS Instrumentation & Calibration.]

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