Locate

Summary

The request sought total costs, staffing levels, advertising breakdowns, and ROI metrics for the Isle of Man's 'Locate' function since its inception. The Department for Enterprise disclosed detailed financial and staffing data but could not provide specific figures on the number of island residents who relocated directly as a result of the campaign.

Key Facts

• Total expenditure for the Locate function since inception is £1,210,592.87.
• Total cost of direct and dedicated staff resources is £411,028.13.
• Staffing levels ranged from 2 to 3 FTE directly employed, plus 2 FTE dedicated from the broader marketing team.
• Total advertising spend across all channels and locations was £302,246.35.
• The Department does not hold data on the specific number of island residents who relocated directly due to the campaign.

Data Disclosed

• £1,210,592.87
• £411,028.13
• £302,246.35
• 2018
• 2019
• 2020
• 2021
• 2022
• 2.8 FTE
• £273,633.62
• £24,996.73

Exemptions Cited

• Information not held by the authority regarding specific island resident relocations.

Original Request

I seek the publication of: What are the total aggregated costs of the 'Locate' function since its inception. And what results have been delivered from the project: How many people have been directly employed and / or dedicated to 'Locate' What is the total cost of the direct resource over that period What is the total expenditure of the function of that period - all direct costs including advertising, agencies, sponsorships, events and related travel How much was spent on advertising over the period of the project broken down by - Digital, UK Ads, Locals Ads Detail how Return on Investment has been tracked Detail how many Island Residents have relocated to the IOM as a direct result of the Locate campaign

Data Tables (2)

Full Response Text

Answers to the specific questions made in your request are below:

How many people have been directly employed and / or dedicated to 'Locate'

‘Directly Employed’

Until October 2020, there were 2 full time equivalent (FTE) staff working directly within the Locate Isle of Man team. From October 2020 to January 2022 there were 3 FTE and from February 2022 (i.e. current staffing level) there are 3 staff within the Locate team, representing 2.8 FTE.

In the interests of transparency, since late 2018, the functions of the Head of Locate have been covered by another senior manager within the Department in addition to their primary role and this remains the current situation at the time of providing this information.

‘Dedicated’

In addition to staff working directly in the Locate Isle of Man team, there are 2 FTE within the Department’s broader marketing team who spend the majority of their working time supporting Locate activities and, as such, could be considered dedicated to this function.

The overall number of staff at any one time, both directly employed and dedicated, will have been lower during some of the periods stated due to staff movements and recruitment etc.

What is the total cost of the direct resource over that period

£411,028.13 (including ‘direct’ and ‘dedicated’ as shown above)

What is the total expenditure of the function of that period - all direct costs including advertising, agencies, sponsorships, events and related travel

£1,210,592.87

How much was spent on advertising over the period of the project broken down by - Digital, UK Ads, Locals Ads

Specific costs of advertising over the period are shown in the table below. (Physical indicates print, publication and literature based advertising, Hybrid indicates combined advertising where the cost included multiple sources)

Advertising by Type Year Digital Hybrid Physical Totals 2018

£2,475.00 £3,020.00 £5,495.00 2019 £10,098.41

£37,895.53 £47,993.94 2020 £19,048.56 £5,060.00 £50,720.00 £74,828.56 2021 £56,577.17 £19,450.00 £85,649.68 £161,676.85 2022 £12,252.00

£12,252.00 Totals £97,976.14 £26,985.00 £177,285.21 £302,246.35

Advertising by location Year Local South Africa* UK Totals 2018 £5,495.00

£5,495.00 2019 £12,626.00 £616.00 £34,751.94 £47,993.94 2020 £4,375.73

£70,452.83 £74,828.56 2021 £2,500.00 £3,000.00 £156,176.85 £161,676.85 2022

£12,252.00 £12,252.00 Totals £24,996.73 £3,616.00 £273,633.62 £302,246.35 *South Africa included for completeness to align expenditure in tables

Detail how Return on Investment has been tracked

Return on investment is tracked through multiple channels dependent on the nature of the promotion, marketing or campaign activity and includes measurement of:

• Direct enquiries received • Qualified Leads
• Sector specific campaign results including social media • Website traffic • Urchin Tracking Module (UTM) Links / QR codes / Third party tracking • Email growth and open rates • High Net Worth Individuals, investors and entrepreneurs – qualified leads and conversions • Business Migrant enquiries, applications and approvals (including expected levels of investment and job creation) • Quarterly Reporting / Monitoring, including: o Specific campaign measurement o Population Estimates – GP, Tax registrations o Visa approvals o Work Permit approvals • Census data • Ongoing feedback and dialogue with industry

As the current Locate Strategy covered the period to the end of 2021, the Department is committed in the Island Plan to bring forward a revised Locate Strategy to July Tynwald and as such intends to update Tynwald and the public on the overall success and outcomes of work to date.

Detail how many Island Residents have relocated to the IOM as a direct result of the Locate campaign

While our aim is to provide information whenever possible, in this instance we are unable to provide the information you have requested as the Department does not hold the details of every Island resident who may have relocated as a direct result of Locate campaigns.

Relocation for individuals is often a complex journey taking into consideration family dynamics and decision making and often require interaction with multiple on-Island stakeholders and partners such as Recruitment Agencies, Estate Agents, legal and professional service providers, relocation service providers and directly with employers.
Therefore, leads generated by Locate have a conversion time which can span many months to relocation, throughout this journey the Locate team (with the assistance of marketing) continue to build relationships. The primary function of Locate is to promote the Island as

a place to live, work and invest, in support of businesses and employers both in the private and public sectors.

However, there are a number of areas in which Locate has increased visibility of the full relocation journey through the provision of a ‘concierge’ style service, specifically in respect of High Net Worth Individuals, or entrepreneurs and investors relocating an existing business or establishing a new venture on the Island.

The Locate team have assisted 81 investors, entrepreneurs and High Net Worth Individuals relocate to the Island over this period.

During 2021, Locate delivered two health care campaigns to attract skilled workers which resulted in over 424 genuine enquires, of which 263 qualified leads were contacted by the Talent Acquisition Team within OHR, with over 60 leads passed to Manx Care and 30 additional leads still in conversation. Relocations so far have included specialist doctors and mental health professionals.

Leads provided by Locate represent significant potential savings should they choose to relocate. Potential savings to Government include standard job adverting costs of c.£1,500, with direct sourcing of permanent doctors/specialists also saves significant additional costs in respect of agency / locum fees.

In 2021 Locate ran a campaign to attract Secondary Teachers in collaboration with DESC and OHR. This resulted in 398 genuine enquires across the target subject areas of English, Maths and Science; 140 of these were considered strong leads. 10.3% of all external appointments to Secondary positions can be linked to the Locate campaign.

Further skills campaigns for Hospitality, Finance, Digital / Tech, Health Care and Education are planned for delivery in 2022.

Additionally, the Department for Enterprise, in conjunction with the Cabinet Office, introduced the Business Migrant route within the Isle of Man Immigration Rules in 2020.
This route enables persons from outside the UK and Ireland to relocate to the Island to establish a new, or invest in an existing, business on Island with minimum levels of investment and job creation required. Locate Isle of Man, on behalf of the Department, act as the only ‘endorsing body’ for this route and assess and determine business plans and investment proposals.

To date, 23 applications for endorsement have been approved, representing a total minimum investment of £1.6m and 48 jobs expected to be created within the first 12 months of business operation. 8 of these applicants have relocated to date, with further relocations planned over the next 6-12 months. Enquiries for this route remain strong and continued growth in applications is expected.

Locate were also instrumental in bringing forward the National Insurance Holiday, in conjunction with Treasury, which provides a rebate of the first 12 months of National Insurance payments after 12 months employment for relocating workers and returning graduates. This provides a key ‘unique selling point’ in promoting the Island to prospective workers and as at the end of the 2020/21 financial year, 307 individuals had claimed the rebate.

More broadly, one of the primary objectives of the Locate Strategy was to support the growth of the economically active population. The recent census results indicate that inward migration was approximately 1000 per year to 2021, with the vast majority being

of working age. This has contributed to an overall increase of approximately 2000 in the economically active population.

In total, across this range of outcomes, a variety of sources indicate that over the period reported, the Island will have seen over 500 individuals relocate to the Island as a direct result of initiatives that Locate have been involved with, worth in excess of an estimated annual £5m in exchequer benefit. This is in addition to other businesses and individuals who have relocated, or expanded their presence on the Island, where Locate has played a key role through general promotional activity and collateral made available to support the relocation journey.

Your right to request a review

If you are unhappy with this response to your freedom of information request, you may ask us to carry out an internal review of the response, by completing a complaint form and submitting it electronically or by delivery/post.

An electronic version of our complaint form can be found by going to our website at https://services.gov.im/freedom-of-information/Review. If you would like a paper version of our complaint form to be sent to you by post, please contact me and I will be happy to arrange for this. Your review request should explain why you are dissatisfied with this response, and should be made as soon as practicable. We will respond as soon as the review has been concluded.

If you are not satisfied with the result of the review, you then have the right to appeal to the Information Commissioner for a decision on;

1. Whether we have responded to your request for information in accordance with Part 2 of the Freedom of Information Act 2015; or
2. Whether we are justified in refusing to give you the information requested.

In response to an application for review, the Information Commissioner may, at any time, attempt to resolve a matter by negotiation, conciliation, mediation or another form of alternative dispute resolution and will have regard to any outcome of this in making any subsequent decision.

More detailed information on your right to a review can be found on the Information Commissioner’s website at www.inforights.im.

Should you have any queries concerning this letter, please do not hesitate to contact me. Further information about freedom of information requests can be found at www.gov.im/foi.

Yours Sincerely,

Strategy & Policy Governance Team