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Confused about your auto insurance? You’re not alone. According to a recent CAA study, over half of Ontarians (53 per cent) found their auto insurance policy difficult to understand. To help consumers navigate the confusion, CAA Insurance Company has launched an Insurance Guidebook that breaks down everything all Ontario drivers need to know about auto insurance and their policy. Consumers can get ‘back to basics’ with CAA’s new Insurance Guidebook and gain the knowledge to feel comfortable having more advanced conversations about their policy with an agent or broker, regardless of their provider. The Guidebook reflects common terms and issues related to Ontario’s auto insurance system and policy and is designed to help educate Ontario drivers regardless of who their insurer or broker is. The purpose? To empower consumers to seek out the best, most cost-effective insurance that adequately meets their coverage needs, and to better understand what is included in their auto insurance policy. “While motorists know that they are required to carry valid auto insurance in Ontario, our research shows they may not fully understand what their policy coverage means. We often see motorists learn about their coverage once they need to make a claim,” said Elliott Silverstein, director, government relations (insurance), CAA Club Group. “It was important for us to create a resource with easy-to-understand wording that informs motorists about the terms in their auto insurance policy and how it affects them so they can get the most out of their coverage.” The Insurance Guidebook was created after the study revealed Ontarians ranked insurance companies the most responsible for educating individuals about the auto insurance industry. CAA Insurance consulted with insurance experts to identify and simplify the most important terms that consumers need to know when it comes to understanding auto insurance. “The launch of the new Insurance Guidebook is just another example of how CAA is dedicated to putting consumers first,” said Silverstein. “We are very proud to be taking the initiative to educate all Ontario motorists so they can navigate their auto insurance policy with confidence.” CAA’s Insurance Guidebook is available online to download at https://www.caainsurancecompany.com/auto or can be picked up at CAA stores across south-central Ontario.
5 Ways Expertise Marketing Supports Digital Transformation
Digital transformation is much more than merely redesigning your website or moving your files to the cloud. It’s about harnessing digital technologies to elevate your business. Specifically, digital transformation is strategically adapting your business processes to change company culture, empower your staff and keep up with rising consumer demands. Organizations of all sizes are taking on transformative initiatives to meet today’s expectations in the digital space, but research by IDG has concluded that we still have some growing to do: “IT leaders are making steady and sequential progress to becoming digital-first organizations – though not at the same breakneck speed that the technologies themselves are proliferating. For many organizations, the foundational pieces are in place, and they’re actively working on adopting newer technologies like AI and IoT. But successful digital transformation will also require equal attention to change management and workforce strategy for the entire organization.” Supporting the Bigger Picture It’s easy to get hung up on the technology but successfully transforming your business means thinking about everyone involved – including your experts. Here are five ways expertise marketing supports digital transformation: It aligns people. Most companies aren’t particularly good at telling their people that their expertise is valued and many employees don’t understand the role they play as brand ambassadors. On top of that, outdated biographies on the company website fail to share the work that these experts with the audiences who are looking for it. A well-constructed expertise marketing program helps get experts and executives aligned on how they can help the brand – and it helps marketing teams feed the content beast. It tracks data. Metrics on visitor behaviour are critical to calculating ROI and ensuring your content is working. That said, most organizations don’t have an intuitive way of tracking internal contributions to the corresponding engagement data – making it difficult to determine which people and topics are driving results. Expertise marketing programs are designed to capture essential metrics on employee contributions and ensure that leads are captured and routed to appropriate individuals and departments for prompt follow up and reporting. It enhances search and SEO. Part of digital transformation is creating a sustained online presence. By harnessing your collective expertise, you can quickly publish a large volume of quality, searchable content that boosts your owned content footprint. It also provides a way to capitalize on earned media opportunities related to breaking news and emerging trends. It drives collaboration. Many organizations corporate policies and standards tend to lack guidelines for generating and promoting individual experts. As a result, individual groups within the organization are forced to fill the void and essentially, do their own thing. This leads to a disconnected set of expensive, custom projects. Organizations with structured expertise marketing programs consistently report an increase in collaboration and organizational alignment. It minimizes risk. It’s becoming more and more important to ensure adherence to corporate brand standards and editorial guidelines, as well as regulatory standards such as accessibility compliance. By centralizing your content and utilizing a federated content management structure, you’re not only providing your employees with a common source for branded assets and templates, but you’re empowering them to get things done in the simplest way possible. This approach mitigates risk, speeds time to market and dramatically lowers costs to implement a program. Filling the Gaps with Expertise As mentioned above, digital transformation is a comprehensive business strategy with many moving parts. While expertise marketing is one component of this organizational change, it works in tandem with your other programs and complements any initiative aimed at boosts your digital presence. In fact, it’s proven to support many of the activities that organizations have yet to complete. IDG’s 2018 State of Digital Transformation Expertise marketing is a powerful tool for enabling and elevating digital transformation. By encouraging company-wide participation, it’s shown to increase internal uptake, generate higher-quality content and ultimately, drive better results in terms of ROI. If digital transformation is in your future, then you need to start thinking about your experts today. Download the Complete Guide to Expertise Marketing For a comprehensive look at how expertise marketing benefits the entire organization and drives measurable return on investment, follow the link below to download a copy of ExpertFile’s Complete Guide to Expertise Marketing: The Next Wave in Digital Strategy or download one of our tailored Guides for Corporate & Professional Services, Higher Education Institutions, Healthcare Institutions or Association & Not-for-Profits.
Building Trust with Expertise Marketing
With advancements in technology and a number of new channels, it’s important to remember that at the end of the day, people want to deal with people. Studiesconsistently show that we’re more likely to trust other humans when making decisions. While many organizations leverage brand personas to fulfill that human connection, they often overlook the power of their people to lead and support conversations. If your audiences are looking to connect with people, then it only makes sense to give them our best. Who Is Looking for Expertise? As mentioned in last week’s blog, the ‘About Us’ section of a website is the second most visited area next to the homepage and the reasons for this are simple: people want to see who is behind the scenes. From prospective customers to journalists looking for an expert source, there are a wide range of audiences who want to know who you really are before they engage with your business. Here are just some of the audiences who are taking a close look at your expertise: Customers & Partners: Subject-matter experts are consistently rated as one of the most influential sources of information for buyers (Source: ITSMA), and a whopping 78% of B2B buyers start with a Google search (Source: Demand Gen). Media: Experts who serve as media sources are in high-demand with newspapers, broadcasters and digital outlets – and it’s not just research they want. They often require a plain language explanation of how something works, or insights to help them localize a story for a regional audience. Conference Organizers: Conference organizers and industry associations are constantly looking for experts who can educate their attendees as a panellist, workshop leader or keynote speaker. Alumni & Donors: For institutions, showcasing the relevant work that experts and staff are doing helps alumni better connect to your mission and makes it easier to fundraise and drive larger donations. Government & Foundations: Government bodies and foundations rely heavily on experts to conduct research, develop policy and implement the various programs they fund. They are increasingly focused on reporting the social and economic impact stories of the research they are funding. Better Digital Conversations When we look at audience engagement, your success boils down into three critical stages: Attention, Interaction and Trust. Each of these areas can be addressed by making experts and their content more visible with a sustained, amplified digital presence. Don’t underestimate the value of rich expert profiles; today’s audiences will quickly scroll past a list of names and titles. Expertise marketing is about providing individual credentials and sharing what their collective experience represents for your organization. The richer offering, the more trust you can build. Plus, experts who serve as brand ambassadors are more likely to drive personal, relevant and authentic connections with key audiences. The following framework outlines how you can create an expertise marketing program that empowers your people to better navigate the customer journey: Creating Touchpoints for Expertise Whether it’s a research page on your website or an upcoming speaking engagement, you need to develop touchpoints for key audiences to interact with your experts and their content. This often requires businesses to step back and determine how visible your experts are across your physical and digital environment. As you go through the auditing process, you not only surface gaps in your delivery but in many cases, you’ll also find a wealth of expert content hidden in personal websites, social media and external publications. It surprises many businesses to discover that your experts are already engaging with audiences – just not from within your organization. Make your expertise more coherent by turning a disconnected group of experts into a powerhouse of brand ambassadors. In addition to aggregating their existing content, you’ll need to speak directly with your experts and develop an expertise marketing program that aligns with their professional objectives and incentivizes their continued efforts. This collaborative approach will mutually benefit both your business and your experts while simultaneously generating excitement and buy-in throughout the whole organization. Download The Complete Guide to Expertise Marketing For a comprehensive look at how expertise marketing benefits the entire organization and drives measurable return on investment, follow the link below to download a copy of ExpertFile’s Complete Guide to Expertise Marketing: The Next Wave in Digital Strategy
Thought Leadership 2.0: A New Approach
The term “thought leadership” has been exploited by self-proclaimed experts and overuse of the phrase has made the market weary of its practice. But before it was a buzzword, thought leadership was the crown jewel of content marketing. According to the Oxford Dictionary, thought leadership is “intellectual influence and innovative or pioneering thinking.” In practice, thought leaders leverage research and experience-based content to draw in audiences and support their organization’s reputation as an industry authority. This marketing concept has the power to transform product pitches to strategic insights and approaches into best practices, but not everyone found the same success with their programs – and there are a couple of good reasons why. This Is A Classified Project While it’s still true that thought leadership boosts customer engagement, some programs simply lack the depth needed to connect with audiences and see meaningful results. Many organizations are quick to jump on the latest marketing trend, but they don’t always have the vision to turn their expertise into a viable solution for their business. In fact, a leading research and consulting firm, Sirius Decisions, has suggested that “the purpose and process of thought leadership are widely misunderstood and misapplied, causing mixed results.” One of the most significant issues with thought leadership is that the C-Suite and other top-level teams tend to lead programs in a silo from the rest of the organization. It’s not uncommon for executives to outsource their thought leadership activities to special teams and agencies as a series of projects. This approach leads to disconnected outputs that miss the mark when it comes to audience engagement. It not only prevents subject-matter experts from elevating your content, but it also dismisses the wealth of knowledge they have about your audiences. Experts know who is looking for content, where they’ll go to find it and which topics they’ll follow. So when you exclude them from the process, you’re going to miss out on opportunities to drive market visibility, brand reputation and new customer connections. Your Experts Are People Too When you put something on a pedestal, you make it easy for people to see but hard for them to reach – and that’s a problem in the digital world. People want to deal with organizations who provide the information they need on the channels they use, and in a voice they understand. To be successful with thought leadership, it’s vital to understand these needs and take a human approach to your marketing and communications. Unfortunately, many thought leadership programs take a campaign-oriented approach and can mimic the dated marketing practices that centre around products rather than people. They come off as too formal and use “corporate speak” which makes them far less approachable. Worst of all, they often lack the authenticity audiences are looking for – so why not let your people do the talking? Your in-house experts make great brand ambassadors for your organization. By expanding your notions of thought leadership, you open the door for many voices to share your message in a manner that’s inclusive, genuine and accessible. This also makes it easier for you to maintain your online presence and insert diversity into your content marketing. Rather than repeating the same ideas over and over, your broader team of experts will be able to capture varying perspectives and insights – supporting your position as a leader in that domain. Evolving Thought Leadership While the concept of thought leadership still resonates with audiences, it’s time to make a few changes. Here are just a few reasons to transition dated thought leadership projects into profitable expertise marketing programs: Excerpt from the Complete Guide to Expertise Marketing As you can see, expertise marketing takes the best parts of thought leadership and makes it more inclusive, sustainable and agile – and all at a lower cost. On top of this, expertise marketing incorporates human connections as a fundamental component of both the strategy and execution. It surfaces diverse expert perspectives, delivers authenticity and creates two-way conversations between you and your audiences. Most of all, it can easily be adapted as our environments change and new audience needs emerge. If your thought leadership program lacks results, you’ll likely have to broaden your views on expertise and leadership. Take a closer look at all of your people and the value they bring to your business. This inclusive approach to expertise marketing will not only make it easier to manage thought leadership, but it will also deliver the long-term success you want from your marketing. Download The Complete Guide to Expertise Marketing For a comprehensive look at how expertise marketing benefits the entire organization and drives measurable return on investment, follow the link below to download a copy of ExpertFile’s Complete Guide to Expertise Marketing: The Next Wave in Digital Strategy or download one of our tailored Guides for Corporate & Professional Services, Higher Education Institutions, Healthcare Institutions or Association & Not-for-Profits.
5 Tips On Creating Engaging Expert Profiles
If you’ve ever taken part in a website project, you know that not all content is created equal. We spend countless hours perfecting the homepage, but we often forget to tell our audiences who we are. The people behind the scenes in an organization provide some of the best opportunities to create relevant and relatable content for audiences. Take the “About Us” page for example. Ironically, it’s often an afterthought for digital teams who upload some boilerplate copy and call it a day. But people buy from people and the more human you can make your content the better the user experience will be. Here are some tips to help you create that personal connection. The Old Profile Our research shows that most employee content comes up surprisingly short when audiences conduct an online search. This is becoming a more critical element to consider, given that 78% of B2B buyers now use Google as a starting point for their online activities. While there can be several factors impacting your Google rank, the issue often comes down to a lack of quality content on employee-related pages. Many organizations resort to posting outdated headshots next to a title for their employee sections. If you’re lucky, you might find a boring text biography that fails to capture the depth of experience and expertise offered by your team. These tactics may have worked a decade ago, but today’s audiences now expect expert profiles to contain detailed biographies, multimedia and social content. This is especially true for B2B prospects like journalists and prospects looking for professional services. Any half-decent writer can make a person sound pretty important in a bio, but these audiences are looking for proof of your expertise. It’s not enough to tell audiences you’re great – you have to show them. Today’s audiences consume content differently, so it’s essential that you bring your expert profiles into the 21st century. The New Profile Here are 5 ways you can improve your employee content to better drive visitor attention, interaction and trust: Go Beyond Boring Bios: The new way to create expert profiles is to provide a detailed overview of an employee’s expertise and experience. This means that in addition to creating a detailed biography, you should also share content that shows key accomplishments that build credibility and trust: Are they an author? Have they spoken at a conference? Interviewed for a podcast? It’s important to get this information listed. Get Visual & Social: Beyond the written biography, look for ways to make content for your people more interesting for your audiences. Are there YouTube videos, Slideshares, Tweets, or thumbnails to books they have written? If so, you can leverage these assets for their profile. Remember if you are pitching media or conference organizers, this information is becoming tablestakes for journalists or event bookers who are vetting media sources or speakers. Show You Are Relevant & In-Demand: Public appearances and news spotlights can take your experts from unknown to sought-after. There are two ways to tackle this. The first is to capture any existing media releases to ramp up their credentials. If your expert hasn’t yet participated in this type of activity, publish content that speaks to emerging topics and news trends and provide quotes available to the media on newsworthy topics. This is a proven way to earn the attention of journalists and allow you to start building visibility as an industry insider. Go Beyond Your Website: While your website is ideal for hosting expert profiles, it’s not the only place to let your team shine. If you want to boost your visibility, make sure you take advantage of opportunities on third-party sites and platforms. This might include industry directories or your client/partner websites. By using the ExpertFile Platform, you can also publish your expert profiles to reach thousands of newsrooms through our media partners. Be More Approachable: It’s funny that almost every page on most websites has a call to action. However if you visit most people profiles, the journey ends there – or worse, it takes the visitor off your website and to an old, tired Linkedin profile. Instead, let your audiences get in touch with your business by including a specific call-to-actions (CTAs) within your expert profile. Depending on the size and capabilities of your organization, you might have want to enable direct connections to experts or opt to funnel leads through a various departments. Either way, the key to getting leads is starting a conversation. Download the Complete Guide to Expertise Marketing For a comprehensive look at how expertise marketing benefits the entire organization and drives measurable return on investment, follow the link below to download a copy of ExpertFile’s Complete Guide to Expertise Marketing: The Next Wave in Digital Strategy or download one of our tailored Guides for Corporate & Professional Services, Higher Education Institutions, Healthcare Institutions or Association & Not-for-Profits.
Kelley professor’s M-Score model remains most viable means of predicting corporate fraud
BLOOMINGTON, Ind. — Enhanced oversight over the auditing profession and firms’ financial reporting has led to a proliferation of models to predict financial statement fraud. But one of the first forensic models, the M-Score, devised by an Indiana University Kelley School of Business professor in the late 90s, remains accurate and is the most economically viable for investors to use, according to a forthcoming paper in The Accounting Review — the official journal of the American Accounting Association. The article, “The Costs of Fraud Prediction Errors,” co-authored by M. Daniel Beneish, professor of accounting and the Alva L. Prickett Chair at Kelley, compares seven fraud prediction models with a cost-based measure that nets the benefits of correctly anticipating instances of fraud against the costs borne by incorrectly identifying non-fraud firms as fraudulent. Even though newer fraud models early doubled the success rate of M-Score, which Beneish developed, they did so at the cost of a much larger number of false positives. As a result, the other models are not used in practice by auditors because they are too costly to implement as all flagged firms must be carefully investigated. “I have long known from my experience consulting with Arthur Andersen — for whom my model detected Enron before the debacle — and other public accounting firms, that litigation concerns relating to false positives — firms incorrectly flagged as having fraudulent financial statements — created an unwillingness by auditors’ general counsel to use fraud prediction models in practice,” Beneish said. “My efforts back then to improve the M-Score in the context of auditing failed because I could not increase the model’s success rate without increasing the number of false positives. It seems that the new models cannot either,” he added. Interestingly, as early as 2017 the M-Score flagged Kangmei Pharmaceutical, a Chinese publicly traded company that was involved in financial reporting fraud between 2016 and 2018. Like the Enron scandal in the U.S., the Kangmei Pharmaceutical scandal helped trigger new regulation in China that increased regulatory penalties for financial fraud (effective March 2020) and last November became China’s first successful class-action lawsuit involving corporate fraud. Its chairman was sentenced to 12 years in prison. “The main purpose of our paper is to provide evidence on the costs and benefits of using fraud prediction models, and to show whether using these models is economically viable for auditors, investors and regulators,” Beneish said. “This is important because the traditional measures commonly used in recent research to justify new models are misleading about model performance in fraud samples as the proportion of fraud firms in the population is very small, and as they typically assume that the cost of a false positive and false negatives (missed detections) are equal.” For example, assume that among 10,000 publicly traded firms, there are about 60 fraud firms and 9,940 firms without misreporting. The newer models detected 42 frauds (70% of the total frauds), and incorrectly flagged 3,976 firms (40% of the non-frauds). The latter is too large a number for most decision makers to investigate. “Our evidence that a cost-based assessment of models is preferable to traditional model comparison measures (e.g., area under the curve), should become even more important as efforts by future researchers in the areas of data mining and machine learning intensify,” Beneish said. Patrick Vorst of Maastricht University, assistant professor in financial accounting and accounting & information management, co-authored the paper with Beneish.
Widening participation expert joins Aston University as visiting professor
Liz Thomas is a leading researcher in widening participation and closing the achievement gap She has a very strong international and national reputation for using her research to inform policy and practice Professor Thomas will work within the University’s College of Business and Social Sciences. A leading researcher whose work addresses patterns of under-representation in higher education has joined Aston University as a visiting professor. Liz Thomas is an expert in widening participation and closing the achievement gap. She has joined the University’s College of Business and Social Sciences to work largely with Aston Business School on inclusivity and employability. Professor Thomas has previously worked on the Teaching Excellence Framework Main Panel (Widening Participation Expert), been Chair of Advisory Group, Evaluation of pre-16 outreach work, Office for Fair Access (now Office for Students) as well as an International member of the Vice Chancellor’s Quality Review, University of South Wales, Australia. During the next Research Excellence Framework (REF) period her research will focus on higher education student and graduate experiences in the ‘new new normal’. The COVID-19 pandemic resulted in an emergency pivot by higher education providers worldwide, from predominantly present-in-person teaching, to primarily or exclusively remote and online learning. As the pandemic has progressed, HE providers have adapted to the new normal, providing a range of hybrid learning, engagement and support opportunities. Employers are also seeing the advantages of more flexible and hybrid ways of working, and this suggests that graduates will need demonstrate additional skills and competencies in relation to autonomy and time management, team working, digital skills and effective communication through a wider range of media. Professor Liz Thomas said: “I am very excited to have been appointed visiting professor in the College of Business and Social Sciences at Aston University. “I'm very much looking forward to working with colleagues on equity in higher education and employment. “Belonging will continue to be an important theme within my research, both conceptually and practically, and within higher education and employment, in the post-pandemic world. We need to capitalise on the advantages that have emerged, and ensure inclusion, and equitable outcomes for all.” Professor Helen E Higson, associate dean accreditations at Aston Business School, said: “I am looking forward to welcoming Liz to Aston Business School to share her knowledge on inclusivity and employability. “She will bring further leadership internally in areas which fit very well with Aston University’s values, student demographics and objectives. “She has a very strong international and national reputation for using her research-informing policy. Much current practice and policy in HE in the UK is influenced by her work.”
The Nesta study looked at innovation as applied to industrial policy and focussed on migrant micro-enterprises in Birmingham Experts found while there is some face-to-face business support in Birmingham, the majority of it is provided online and in English The Community Organising for Inclusive Industrial Policy study was conducted by Citizens UK Birmingham and the Centre for Research in Ethnic Minority Entrepreneurship (CREME) at Aston Business School. A new report by Aston University and Citizens UK Birmingham has found the UK Government must do more to include micro-enterprises with business support. The Community Organising for Inclusive Industrial Policy study, which was conducted by Citizens UK Birmingham and the Centre for Research in Ethnic Minority Entrepreneurship (CREME) at Aston Business School for Nesta, concluded micro-enterprises in principle can take advantage of business support that is available in Birmingham, but in practice there are several limitations. Experts found while there is some face-to-face business support in Birmingham, the majority of it is provided online with most of the various government and other websites which provide extensive business support information largely in English, and not directly accessible to those who have inadequate English language skills or lack a good level of digital skills. In Birmingham, the business leaders group successfully bid for a local authority contract to create public health videos in community languages, featuring community members in familiar locations as a way of making the content more relatable to the target audience. Professor Monder Ram, director of Centre for Research in Ethnic Minority Entrepreneurship (CREME) at Aston Business School, said: “It is wonderful to see CREME and Citizen UK’s highly impactful initiative on migrant business support receive this recognition from NESTA as an exemplar of ‘grassroots’ social innovation. “Our collaboration demonstrates the value of communities working together to support businesses and tackle common challenges.” You can read the full report HERE.
Aston University linguist awarded prestigious research fellowship
Dr Emmanuelle Labeau is one of three academics to have been appointed Research Fellows by the Arts and Humanities Research Council (AHRC) for the Future of Language Research They will carry out a horizon-scanning exercise which will inform the future of AHRC investment in language research The research team will also engage with language stakeholders from across the UK to inform their work. An Aston University linguist has been appointed to a key language leadership role by the Arts and Humanities Research Council (AHRC). Dr Emmanuelle Labeau, reader in French language and linguistics and director of the Aston Centre for Applied Linguistics (ACAL) at Aston University, has taken up the new post informing the future direction of research funding for languages. Dr Labeau will work to identify existing, new and emerging research themes in language research, as well as relevant policy areas that future language research could address, taking into account the needs and expectations of both academic and non-academic communities, wider stakeholders and government departments. She will work with Professor Nicola McLelland, University of Nottingham and Professor Michelle McLeod, University of Aberdeen, wias part of a research team which brings together a wealth of experience in language research. They will engage with language stakeholders from across the UK to inform their work and help the AHRC decide which areas of language research to support, as well as identifying potential threats, risks, emerging issues and opportunities. In addition, Emmanuelle will be carrying out a survey of the presence of languages in Birmingham. Her project, Birmingham Research for Upholding Multilingualism (BRUM), will focus on languages in education, business, public services and cultures. Dr Labeau said: “I am thrilled to be trusted with such a strategic task for the future of my discipline, while serving the region. I will be bringing to the team my experience of contemporary and relevant language research and teaching that widen participation and serve the needs of the community. I have started contacting stakeholders in Birmingham and I am keen to hear from all of Aston University’s beneficiaries.”
Aston University announced as an Official University for the Birmingham 2022 Commonwealth Games
Birmingham 2022 Commonwealth Games will be held between 28 July and 8 August Aston University will provide ophthalmic expertise to the polyclinics The University is proud to support the mission of Birmingham 2022 to be the first Games to create a carbon neutral legacy Students have been set a challenge to develop ideas for creating a sustainable Games. Aston University has been unveiled as an Official University to the Birmingham 2022 Commonwealth Games, which will take place between 28 July and 8 August this year. The University’s School of Optometry will be loaning ophthalmic equipment and providing eye care expertise, supported by a network of qualified optometrist volunteers, for three polyclinics which will form the primary healthcare facilities for athletes and team officials requiring medical assessment and treatment throughout the Games period. Professor Leon Davies, professor of optometry and physiological optics at Aston University, said: “It is our aim to advance eye health in our region and society through innovative and clinically relevant education, research, and community engagement. I am looking forward to overseeing the Games’ eye care clinics throughout Birmingham 2022. “In addition to providing ophthalmic equipment during the Games, we have also brought together a cohort of volunteer optometrists, dispensing opticians and ophthalmologists from across the UK.” Dr Pam Venning, head of medical services at Birmingham 2022, said: “We are delighted to have Aston University on board as an Official University. Its School of Optometry is well-known for its innovation and world-leading education. “Birmingham 2022 wouldn’t be possible without teams of volunteers, and we are looking forward to working with the optometrists, opticians and ophthalmologists assembled by the University to support the athletes and officials attending the Games.” The University will also be supporting Birmingham 2022 in its aim to be the first Games to create a carbon neutral legacy by providing parking and hosting temporary electric vehicle charging facilities for its fleet, as well as other spaces on campus for its organising team. The director of Aston University’s Energy and Bioproducts Research Institute, Professor Patricia Thornley, said: “It is important that such a flagship event in Birmingham embodies the very best in sustainable practices, and we are working hard to support that.” Nicola Turner MBE, director of legacy and Jess Fidler, head of sustainability for Birmingham 2022 spoke to students in a special event in November setting out the work being done to create a legacy for the region, including the ambition to create a carbon neutral legacy. Birmingham 2022 has also provided this year’s business challenge for postgraduate business and management students at Aston Business School, who have been tasked with developing ideas for how the Birmingham 2022 Commonwealth Games can create a lasting sustainability legacy for the city. The best ideas from the challenge will be reviewed by the Birmingham 2022 team and the West Midlands Combined Authority, who are taking the lead on a sustainability legacy. Saskia Loer Hansen, Interim Vice-Chancellor of Aston University, said: “At Aston University, we take an holistic approach that embeds sustainability through all our external activities at local, national and international level. “We are proud to support the Birmingham 2022 Commonwealth Games in its aim to be the first Games to create a carbon neutral legacy.” Commonwealth Games Federation CEO, Katie Sadleir, said: “We are delighted to welcome Aston University as an Official University to the Birmingham 2022 Commonwealth Games. “The University will provide vital ophthalmic expertise and equipment for athletes and team officials requiring ophthalmic assessment and treatment throughout the Games. “This is a critical service and with Aston University, we have a fantastic partner to deliver this.”
