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ardships there are, but the land is green and the sun shineth.’ This statement

was once given as the significance be-hind the colours of the Jamaican flag. It has been adjusted over the years, but green still represents the lushness of the Jamaican landscape, the ecological riches of wood and water. It has been said by everyone from Christopher Co-lumbus to Errol Flynn that our country is amongst the world’s most beauti-ful natural wonders. We are also said to have some of the warmest, most hard-working people on the planet. With these credentials, Jamaica should certainly play a greater role in green ini-tiatives worldwide. One way to do so is to move towards becoming a green economy, which would not only create myriad employment opportunities, but ensure stricter conservation measures to protect our natural resources, a defi-nite win-win situation.

“The concept of a green economy is that you can make money and still be involved in the greening of your busi-ness, the greening of your government, the greening of your home. Green-ing your economy is investing in those kinds of industries which cut down on your greenhouse gas emissions [and] create jobs,” explained Tess Cieux, Pro-gramme Officer at the Regional Coor-dinating Unit (RCU) of the United Na-tions Environment Programme (UNEP) Caribbean Environment Programme.

One industry that stands to benefit most from such a commitment is tour-ism, specifically Jamaica’s still underde-veloped eco-tourism subsector. “I think it is amazing how little eco-tourism is developed here. I think this is a paradise for eco-tourists. Number one: birders like myself. Jamaica has more birds than

anyone else in the Caribbean in terms of endemic species and no birders come to Jamaica,” said Cieux, a French national who has only been on the is-land since last January, but has already toured 11 parishes. “Unfortunately, most of the tourists in Jamaica only see Montego Bay and Negril. They don’t see Portland, Holywell, Strawberry Hill. They don’t see Hope Gardens because they don’t come to Kingston. They don’t go to Treasure Beach, which is where I saw my first doctor bird,” she added.

Jamaica is already rated as one of the world’s top tourist destinations, cer-tainly the best in the Caribbean, with some of the finest beaches and most unique attractions. The UNEP set up its regional office here because Jamaica is ranked fifth in the world in terms of is-lands with the most biodiversity. It is for this reason that Jamaicans must work to conserve and protect our natural resources. This is the RCU’s mandate under the Specially Protected Areas and Wildlife (SPAW) protocol, which Jamaica is not yet a signatory to. “One of the reasons why we’d like Jamaica to sign on is because it isn’t something that will necessarily cost money. It’s actually something that can allow [the government] to have access to certain resources,” Cieux said.

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“The concept of a green economy is that you can make money and still be involved in the greening of your business, the greening of your government, the greening of your home.”

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ON JAMAICA’S GREEN ECONOMIC POTENTIAlunep’s Tess Cieux

Tess Cieux, Programme Officerat the Regional Coordinating Unit (RCU) of the United Nations Environment Programme (UNEP)

Caribbean Environment Programme.

“I think that preventing marine pollu-tion is really the number one [priority] in terms of Jamaica’s tourism. In terms of eco-tourism, the mangroves are ab-solutely essential. Unfortunately, the development interests in Jamaica are always for taking down the mangroves and we’re on the other end saying ‘No, this is a part of Jamaica’s rich biodiver-sity.’”

The recent news surrounding the de-velopment in Portland’s treasured Blue lagoon – including artificial beaches – has come as a shock to many environ-mentalists, with the Jamaica Environ-ment Trust ( JET) strongly condemning the National Environment Protection Agency (NEPA) for granting approv-al. Stories like this surface every few months, leading many to believe that the government is unconcerned with the exploitation of our natural resourc-es and fragile ecosystem. The UNEP is not mandated to intervene in such matters, but Cieux stated that if asked, they would be willing to propose alter-natives. She also stated that Jamaica is ahead of many countries in terms of sustainable development practices, such as designating protected areas. “I see a lot of positives. For instance, you have marine protected parks, which are not everywhere. You have Portland Bight. There are three mangroves here that are of international importance and that are protected. Jamaica is do-ing something to set aside areas. That is sustainable development because they can be visited by tourists but they can’t be developed on,” she said.

The RCU works to protect biodiver-sity in 28 countries regionally. This is mainly achieved through various en-vironmental education programmes

aimed at children. In Jamaica, the RCU has collaborated with the Ministry of Education’s Home and Family life Edu-cation (HFlE) programme to incorpo-rate more activities that teach students about environmental protection and sustainable development. Additionally, last year, which was designated as the International Year of Biodiversity by the UN, saw over 100 primary school students from three parishes participat-ing in a painting competition, depicting their ideas of biodiversity. This year’s activity is a group poster competition about the dangers of marine pollution, which ends on June 30. “I am really a firm believer in getting the word out to the 12-year-old today so that when

they get into a decision-making post, they can find a way to strike a balance (between development and preserva-tion),” Cieux said.

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“There are three mangroves here that are of international importance and that are protected. Jamaica is doing something to set aside areas. That is sustainable development be-cause they can be visited by tourists but they can’t be developed on.”

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ON JAMAICA’S GREEN ECONOMIC POTENTIAlunep’s Tess Cieux

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n his presentation on the Estimates of Expenditure and the Growth Im-

provement Strategy (GIS), business jour-nalist and commentator Ralston Hyman argued that the government’s delay in approaching the International Monetary Fund (IMF) resulted in Jamaica suffering even harsher recessionary effects than it had to. He chastised the Finance Minis-ter for accepting the standby agreement without consulting the public sector or revealing the outstanding debts to work-ers within the sector. Hyman noted that the IMF agreement has driven down total spending; therefore, the economy now needs a stimulus to get moving at a faster rate.

“What we needed was an extended fund facility agreement, which is a longer term agreement which would give the country more time to make the fiscal adjustments,” he contended. The stand-by agreement provided significant sums upfront but the downsides included in-creased taxation. “Over the last three years, the government has extracted some J$70 billion from the economy in taxes, then there is the J$40 billion from the Jamaica Debt Exchange ( JDX), then there is the massive trade gap. All of those things impact negatively on aggre-gate demand.”

Hyman also stated that focus should be placed on expanding the rate of con-sumption, which will drive economic investment. To this end, he pointed out that the private sector needs to “de-velop more innovative capacity.” He suggested concentration on the non-traditional private sector, particularly the micro, small and medium enterprise

sector and also focus on urban renewal and infrastructural development, which would help the construction and in-stallation sector to grow, employing a broad base of people. This sector has lost some 12,800 jobs since early Octo-ber last year. Focus is also needed in the area of integrated rural development, including improvement of the island’s road networks, which would encourage more people to get involved in agricul-tural development. This would be ben-eficial in reducing Jamaica’s annual food import bill, which currently stands at J$800 million. Improving the quality of rural life would have an overall positive impact on rural-urban migration, also

helping to reduce crime, which Hyman argued is a stimulus to the economy as crime eats away J$70 billion each year.

Hyman also contended that the govern-ment must move towards zero-based budgeting, which enables more efficient allocation of resources and use of funds. “If you look on the expenditure side, a significant portion of the money that the government spends is wasted. So if we could change the system and adopt a zero budgeting approach, the govern-ment could save billions of dollars that it could use pay down the debt and to invest in infrastructure.” He is also advo-cating that the government renegotiate the agreement with the IMF in order to provide the $14.4 billion dollars needed to finance the projects proposed in the GIS.

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“If you look on the expenditure side, a significant portion of the money that the government spends is wasted.

LoCaL eConomy Needs a stimulus

byTracey-Ann Wisdom

Ralston Hyman , Business Journalist

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In her presentation on the Tax Policy and Revenue and the GIS, University of Technology Accounting lecturer Geor-gia Silvera-Finnikin pointed out that the 2011/2012 budget is indeed geared to-wards growth. The various tax reform measures, several of which have already taken effect, are being undertaken to this end.

Silvera-Finnikin stated that the Fi-nance Minister’s budget proposal was based on the premise that Jamaica has achieved some level of economic sta-bility and should be able to grow from there. She noted that there are indeed signs of stability – reduced BOJ interest rates, lowering of BOJ cash reserves, reduced base lending rates at banks, sustained appreciation of the Jamaican dollar, a moderate level of inflation and Jamaica’s highest level of net interna-tional reserves.

However, Silvera-Finnikin was cautious about the level of growth and some of the outcomes achievable under the GIS, considering Jamaica’s economic chal-lenges and the budget, half of which is projected to be financed by taxes. But despite her reservations, she stated that tax policy reform is a key component of the government’s fiscal responsibil-ity framework with growth potential in several areas:

• The steep reduction in probate duties to 1.5% will enable more land resources to be put to productive use. Currently, between 50%-60 % of estates are not probated as potential beneficia-

ries fear being forced to liquidate their assets to cover onerous fees.

• The reduction of stamp duty on transfer tax will also facilitate easier re-financing of mortgages, another poten-tial growth area in the financial sector. “The Minister anticipates that this will generate revenues of J$75 million from the economic activity this stimulates. A little optimistic, but I do believe some economic activity will be generated here,” Silvera-Finnikin said. Additionally, exemption from transfer tax and stamp duty on securities will enhance the mar-

ketability of bonds on both the local and regional stock exchanges.

• Government has embraced the ex-ternal tariff proposed by the GIS. However, Silvera-Finnikin argued that its implementation is counterproductive - the tariff has been reduced from 40% to 20% on high-end vehicles but increased from 10% to 20% on farm vehicles. The motor vehicle sector has already re-ported 15% growth, but Silvera-Finnikin argued that this move was short-sighted as there will be more demand for for-eign exchange to purchase these high-end vehicles, which will pressure the exchange rate and also increase demand for fuel.

Silvera-Finnikin was cautious about the level of growth and some of the outcomes achiev-able under the GIS, considering Jamaica’s economic challenges and the budget, half of which is projected to be financed by taxes.

Georgia Silvera-Finnikin, Accounting lecturer at the University of Technology

Tax poLiCy reformholds moderate growth poteNtial

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MANY WIll BE CAllED,A FEW CHOSEN,

BUT ONlY ONE SElECTED.All SET FOR THE 7TH STAGING

OF

Tuesday May 31st 2011Jamaica Pegasus Hotel

eZines Limited e-Suppliment

he Caribbean Peer Awards is back with a bang, unfolding in a formal affair on Tuesday, May 31, 2011, at the Jamaica

Pegasus Hotel in New Kingston. The Awards has continued to live up to its mantra of “there’s no greater recognition” than the recognition of your peers, and on the 31st May at approximately 8pm, we will all get a chance to see who the “Peers” regard as among the very best in the industry. Advertising agencies, inde-pendent shops, freelancers and even some clients across the re-gion will get to show off the phenomenal work they produced throughout 2010 and just as important, how that work is working for their clients.

Do you have a CarIbbean Peer awarD?It’s the only one of its kind in the Caribbean and since its humble launch in 1998, the Caribbean Peer Awards has made and is con-tinuing to make a profound impact on and contribution to the growth and development of the regional marketing community. Highly respected within and outside of the marketing profession and quietly sought-after, the awards can be found among the tro-phies in advertising agencies, marketing and corporate offices. They have even been added to resumes and included on agency profiles.

You see, the ownership of a Peer Award is recognition by one’s peers that you are regarded as among the very best. Who would not want that kind of recognition? Positioned as the premier award within the marketing, advertising and PR community within the Caribbean, it’s clearly the award to have, to showcase to cli-ents, friends and associates.

2010 was, by all accounts, a very tough year for the agency and media business, but the best out there have risen to the chal-lenge and have developed innovative channels to make money for themselves and for their clients. The Peer Awards essentially is looking for companies and individuals that are coming up with creative and effective solutions to clients’ business problems with meaningful, measurable results that back up the claim. In this re-gard “creative” does not necessarily mean the most beautiful or edgy TV or print advertisement, but rather the most creative thinking around a problem.

how Do you SubmIT? As in previous years, this is a paperless process. Think green! Everything is uploaded onto the website www.peerawards.com.jm. For example, the nominees for the Caribbean Peer Award for Advertising Agency of the Year 2010 will have to present to the voting “Peers” three to five of their best client case stud-ies, including all the relevant work they did for them as well as an explanation of the challenges they faced, the strategies and tactics used and, most importantly, the results achieved. This might prove challenging as this kind of information is not readily available; however, the organizers have set the benchmark and it might not get all it is looking for this year, but that’s what is ex-pected in the years to come.

These votes will be cast on the official website www.peerawards.com.jm just days before the announcement of the winner. To bol-ster their postion and convince the voters, nominees are encour-aged to also submit as much information as they can about their agency and work, such as a 250-word summary that describes the agency’s culture. What have you done to foster talent, a cre-ative workplace, collaboration, etc?

The Peer Awards Foundation, which is staging the event as part of its fundraising activities, began accepting submissions on its website www.peerawards.com.jm over six week ago. A total of 24 categories of awards will be up for grabs this year.

At the last ceremony in 2006, the Peer Awards Foundation rec-ognized four individuals who have made and continue to make sterling contributions to Caribbean advertising, marketing and media: lester Spaulding, chairman, RJR Communications Group; Neville Blythe, former owner of CVM Communications Group; Peter Webley, founder and owner of Caribbean Today and Ken Gordon of Caribbean Communications Network (CCN).

Caribbean Peer awards SeT To recoGnIZe THe very beST In adverTISInG and

MarkeTInG For 2010

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he Peer Awards Foundation was set up as a private or-ganization, deriving its grant-making funds primarily from

the contributions of profit-making business events and activities, currently consisting of the annual Peer Awards presentation gala. Having successfully fostered and nurtured the event over the years, the directors of AMK Communications, which founded and established the event, took the decision to hand over the presentation ceremony to the foundation. The AMK directors were of the view that under the independent management and supervision of a foundation, the Peer Awards will derive its own independence and essentially be better positioned to attract the funding required to achieve its goals and mission.

As a strategic resource for innovative marketing people and insti-tutions, the Foundation’s goals are to:

• Strengthen professional marketing growth and development• Increase opportunities for professional marketing development• Promote regional and international marketing co-operation• Advance the growth and development of market and marketing research

The Peer Awards Academy is affiliated to the Peer Awards Foun-dation and its members are the only group of professionals who can vote on The Peer Awards annually.It has three basic objectives:

1. Professional leadership2. Marketing education and understanding 3. Members professional development

Much more information on all the above can be found on the website where all the action takes place - registering, nominating, voting etc. check it out www.peerawards.com.jm

anD The Peer awarD for 2010 GoeS To...For the 2011 event, the Foundation will be presenting two special new awards entitled the brand Master award and the breakout brand awards.

breakout brands are brands from the region that now have a ma-jor impact and presence on markets outside of the region and designated international brands. The Peer Awards brand Master is an individual or corporation that has clearly and without question

demonstrated an ability to conceive and launch brands success-fully and profitably, that has stood the test of time and competi-tion. Nominations were accepted in the following categories for work done and executed in 2010 and will be the voted on this week, ahead of the official presentations next week Tuesday at the Ja-maica Pegasus hotel:

1. Marketing Personality of the year 2. Pr Personality of the year3. Sales Personality of the year 4. Tv Personality of the year5. newspaper Personality of the year 6. radio Personality of the year7. creative director of the year 8. Graphic designer of the year9. The david ogden award for best director of the year 10. best Technical/artistic achievement11. advertising agency of the year12. Promotion of the year 13. campaign of the year14. best Marketed event of the year 15. newspaper advertisement of the year16. radio commercial of the year 17. Television commercial of the year18. outdoor advertisement of the year 19. Magazine advertisement of the year20. best blog - corporate company21. best Website - corporate company22. best online Media campaign 23. best online advertisement24. best Media Website

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dvertising is often the most costly aspect of running a business, eating up most of

a new business’ startup costs. Nonethe-less, it is a necessary part of your busi-ness’s operation, even on a small scale. Advertising attracts new customers, in-forms regular customers of new offer-ings and generally increases sales. With very little finances to allocate for pro-motions, entrepreneurs have to make use of any opportunity, no matter how small or non-traditional, to get the word out about their companies, products and/or services. Here are a few tips to help you use your creativity to stretch your advertising dollar:

Use the MediaGet the word out about new promo-tions, deals, products and activities with well-structured, newsworthy press re-leases. Develop relationships with rel-evant media personnel, which will in-crease the chances of your release being used. Also, make yourself available for interviews on local radio and television stations. You will be able to reach a wide audience and talk up your company and products with no costs incurred, and if you have years of experience in your field, you can contribute articles to news-papers or offer expert opinion in on air discussions. Additionally, make use of the plethora of free social media tools. Taking a page out of Digicel’s handbook: create and run a well-designed, feature-friendly Facebook page. You can create a community where your customers can talk about your product and potential customers can get their questions an-swered.

be VisibleDesign a logo and slogan that will become recognizable along with your business’ name. Make sure they are on all com-pany material, from business cards to promotional items. You can also create relatively inexpensive product or service brochures or fliers and hand them out or post them on bulletin boards. It is also a good idea to make branded shirts for you and your employees to wear. This will increase your company’s visibility.

the CUstoMer is always right!It costs significantly less to keep a cus-tomer than to get a new one, and word-of-mouth is often touted as the best advertising because a passionate testi-monial is more sincere than glossy, flashy

self-promotion. Ensure that you and your staff provide good customer ser-vice; be professional and respectful to all customers, especially the pickiest ones. Handle customer complaints quickly and to their satisfaction and offer incentives where applicable, such as discounts and sales.

get inVolVedBecome a part of entrepreneurial or professional organizations that can also help you to develop your business. These organizations often host confer-ences and other events where you can set up booths and interact with custom-ers and potential customers face-to-face. You can also offer your services free of cost at charity events. These are great ways to get referrals. And be so-cial. Attend informal affairs where other entrepreneurs and professionals gather, like the Jamaica Pegasus Hotel’s “Tweet Ups”. Be sure to always have your busi-ness cards at hand.

foUr ways to get the Mostout of your advertisiNg dollar

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Taking a page out of digicel’s handbook: create and run a well-designed, feature-friendly Facebook page. you can cre-ate a community where your customers can talk about your product and potential custom-ers can get their questions an-swered.

byTracey-Ann Wisdom

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