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This project is co-financed by the European Regional Development Fund (ERDF) through the Interreg Alpine Space programme.
Version December 2018 1
Communication strategy Deliverable number 2.1.1
Work package C: Communication
Version December 2018
Project AlpBioEco
Valorisation of innovative bio-economical potentials
along bio-based food & botanical extract value chains in
the Alpine Space
Project number 589
Programme priority 1 – Innovative Alpine Space
Programme priority specific objective SO1.1 – Improve the framework conditions for
innovation in the Alpine Space
Prepared by Communication manager, Albstadt-Sigmaringen University of Applied Sciences
All partners involved
This project is co-financed by the European Regional Development Fund (ERDF) through the Interreg Alpine Space programme.
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Index 1 Overview and situation analysis ....................................................................................... 4
1.1 Background ............................................................................................................. 4
1.2 The methodology of communication strategy ............................................................ 4
1.3 Work package communication .................................................................................. 5
2 Objectives in AlpBioEco project communication ................................................................ 6
3 Stakeholder and target groups ........................................................................................ 7
3.1 Internal stakeholder ................................................................................................. 7
3.2 External Stakeholders map for AlpBioEco .................................................................. 8
3.3 Synergies with other EU-projects .............................................................................. 9
4 Messages of the project ................................................................................................ 10
4.1 Messages about AlpBioEco project objectives .......................................................... 10
4.2 Messages about the main topic “bioeconomy in vegetable extracts and foods” .......... 10
5 Target groups and strategic communication objectives ................................................... 11
6 Corporate Design CD .................................................................................................... 12
6.1 Project logo ........................................................................................................... 12
6.2 Project title ............................................................................................................ 13
6.3 Project picture ....................................................................................................... 13
6.4 Font type .............................................................................................................. 15
7 Communication activities .............................................................................................. 16
7.1 Communication infrastructure ................................................................................. 16
7.1.1 Responsible for translations ............................................................................. 16
7.1.2 Project photo gallery ....................................................................................... 16
7.1.3 Project presentation template .......................................................................... 16
7.1.4 Template documents ....................................................................................... 17
7.2 Project promotion with print media ......................................................................... 17
7.2.1 Project poster ................................................................................................. 17
7.2.2 Project leaflets ................................................................................................ 17
7.2.3 Project roll-up banner ...................................................................................... 18
7.2.4 Project giveaways (haptic advertising) .............................................................. 18
7.3 Digital activities ..................................................................................................... 19
7.3.1 Project website ............................................................................................... 19
7.3.2 Social media platforms – Facebook, Twitter, LinkedIn ....................................... 19
7.3.3 Project video ................................................................................................... 20
This project is co-financed by the European Regional Development Fund (ERDF) through the Interreg Alpine Space programme.
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7.4 Public events ......................................................................................................... 21
7.4.1 Launch conference .......................................................................................... 21
7.4.2 Presentations of regional cross-industry open innovation workshops .................. 21
7.4.3 Presentations of regional workshops with pilot actions....................................... 21
7.4.4 Final public conference .................................................................................... 22
7.5 Publications ........................................................................................................... 22
7.5.1 Brochure on AlpBioEco results .......................................................................... 22
7.5.2 Press releases ................................................................................................. 22
7.5.3 Newsletter ...................................................................................................... 22
7.5.4 Publication in a peer-reviewed journal .............................................................. 23
8 Timeline ....................................................................................................................... 24
9 Evaluation .................................................................................................................... 25
10 Sources .................................................................................................................... 26
11 Appendix .................................................................................................................. 27
11.1 List of target groups defined by the individual project partners especially involved in
work package 1, survey 2018* ......................................................................................... 27
11.2 List of target groups in the application form (eMS)................................................... 30
This project is co-financed by the European Regional Development Fund (ERDF) through the Interreg Alpine Space programme.
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1 Overview and situation analysis
1.1 Background
The European Union bioeconomy strategy addresses the production of renewable biological
resources and their conversion into vital products. Expanding bioeconomy, particularly in rural
areas, represents a major development potential. In the Alpine regions, this potential can
however only be harnessed if the actors and municipalities cooperate closely and pursue shared
objectives. The overall objective of AlpBioEco is to foster the sustainability of the local economy
in the Alpine Space by the valorisation of innovative bioeconomic potentials. In our project, we
focus on bio-based food and botanical extract value chains (VCs).
AlpBioEco contributes to the framework conditions for innovation, resulting in eco-innovative
business ideas and concepts for small and medium-sized enterprises (SMEs). By implementing
and stimulating eco-innovations in practice, exemplarily the three VCs for apples, walnuts and
herbs are analysed, while a cross-sectoral multi-level stakeholder approach is applied. SMEs,
clusters and initiatives, administration and politics as well as academia work together. Within a
validation report, the approach of eco-innovation along bio-based food production VCs in Alpine
regions is provided. Thus, AlpBioEco increases capacities of SMEs to jointly develop bio-based
products. Through concepts of `Open Innovation´, it intensifies transnational cooperation for
eco-innovations in the bio-based economy. In sum, this project contributes to a better cohesion
and integrated territorial development since rural regions become connected in new bio-based
VCs. Thereby high-value jobs will be induced in various fields of bioeconomy. On a macro-
regional level, AlpBioEco contributes to a lower disparity of the Alpine Space.
Project start: April 2018 − Project end: April 2021
Project aims:
AlpBioEco uses innovative methods to foster sustainable development in the Alpine region.
AlpBioEco raises awareness of the economic potential in bioeconomy.
AlpBioEco actively supports interdisciplinary and supra-regional cooperation for the
development of innovative business concepts and thus stimulates the creation of new jobs
in the Alpine region.
1.2 The methodology of communication strategy
The communication strategy version December 2018 conforms to the deliverable DC.1.1. All
project partners are involved in developing the strategy, especially with the contents of chapter
3 “Stakeholder and target groups” as well as chapter 4 “Messages of the project”.
The implementation of the strategy requires continuous adaptation to unpredictable
developments resulting from the findings during the course of the project. Therefore, at the
beginning of each work package (WP), the review of the communication strategy by the
communication manager is highly recommended. Adaptions or changes will be presented and if
necessary discussed with the Project Steering Group or during the kick-off workshops for each
WP.
This project is co-financed by the European Regional Development Fund (ERDF) through the Interreg Alpine Space programme.
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Implementation of the strategy requires continuous adaptation to unpredictable developments
resulting from the findings during the course of the project. Therefore, at the beginning of each
WP, the review of the communication strategy by the communication manager is highly
recommended. Adaptions or changes will be presented and if necessary discussed with the
steering group or during the kick-off workshops for each work package.
1.3 Work package communication
The work package communication is complementary to the content-related WP 1 - 4.
Communication activities and materials support the project team in reaching the project
objectives. Scientific concepts and project results are translated into an accessible language as
well as formats, tailored to the respective target groups’ needs which maximizes the project’s
impact. Responsible for WP Communication is Albstadt-Sigmaringen University (HSAS).
The implementation of the EU regulations for Alpine Space project communication will be
ensured by the head of WP Communication = communication manager. The communication
requirements, which affect all project partners, are explained at the telephone conferences,
meetings or by e-mail. This communication information is summarized as clearly
understandable, well-structured presentations and available to all project team members,
published irregularly when needed (communication info handouts).
This project is co-financed by the European Regional Development Fund (ERDF) through the Interreg Alpine Space programme.
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2 Objectives in AlpBioEco project communication
The long-term strategic communication objective of AlpBioEco is:
Objective 1.) The public recognition and positive perception of AlpBioEco in the 13
project partner regions as well as to raise awareness of the potential of
bioeconomy in the Alpine regions.
Approach: AlpBioEco is visible in public events, local media and online. The PPs use their
networks to spread the aims and approaches of AlpBioEco. The public is informed
about the progress and the results of the project.
The long-term strategic objective will be achieved during all four work packages of AlpBioEco.
Communication activities will be focused on delivering three short-term operational
communication objectives.
Start: April ‘18 2019 2020 2021 End: April ‘21
Figure 1: Timeline of communication strategic objectives for project AlpBioEco
Objective 2.) Change behaviour to take up new business concepts
Approach: Stakeholders are engaged through close contacts during events, project workshops
and networking activities. Scientific concepts and project results are translated into
accessible language and formats tailored to the respective target groups.
1.) Public recognition of AlpBioEco and awareness of bioeconomic potentials.
2.) Change behaviour to take up new business concepts
3.) Increase knowledge about the developed business
concepts
4.) Influence attitude to
implement and foster
new business concepts
This project is co-financed by the European Regional Development Fund (ERDF) through the Interreg Alpine Space programme.
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Objective 3.) Increase knowledge about the developed business concepts
Approach: By involving stakeholders in pilot actions, we gather experience and increase
knowledge about the potential of the developed business concepts. We build on our
transnational and cross-sectoral network for enhancing co-creation processes.
Objective 4.) Influence attitude to implement and foster new business concepts in
bioeconomy
Approach: Our outcomes are communicated to a broad audience via digital and print media.
Policy guidelines are disseminated to the respective governance levels to foster the
replication of AlpBioEco’s methodology. Therewith we positively influence the
development of new bioeconomic business concepts with other crop products and in
other regions.
3 Stakeholder and target groups
The aim of the stakeholder analysis is to identify which internal and external persons could
influence the project’s success and contribute to it.
Stakeholder group means all actors involved, both those positively and those negatively affected
by the project. The target groups are the special stakeholder, which are addressed by the
project communication. Each target group has different needs and should be reached via
tailored approaches.
3.1 Internal stakeholder
All 13 project partners in person and their employers may have their own needs (e.g. follow-
up projects), which must be reconciled with the objectives of the AlpBioEco project. This is
achieved with clear, transparent and appreciative internal communication. All project partners
are involved in decision-making processes that influence the procedure or results of the project.
The Alpine Space joint secretariat supports the project team in questions concerning the
requirements and framework conditions of the Interreg Alpine Space Program. The requirements
for financing, reporting and scheduling have to adhere in accordance with the requirements of
the programme.
The 13 observers are interested in the project's success and can use the project results of
AlpBioEco. They are actively approached and involved in the project process. Some observers
may be crucial for any follow-up projects of the project partners.
This project is co-financed by the European Regional Development Fund (ERDF) through the Interreg Alpine Space programme.
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3.2 External Stakeholders map for AlpBioEco
The following graph presents the definition of AlpBioEco external stakeholders. The stakeholder
groups are categorized in their potential power and influence combined with their interest in
AlpBioEco project aims and success.
Figure 2: External stakeholder map for project AlpBioEco
The stakeholders with high power (written in the orange boxes) can influence reaching the
defined project goals, it presents the primary target group. Therefore, this target audience is
crucial for the successful implementation of the project and needed to be moved into the action.
If they are already participation in the project, you have to manage them closely.
The Stakeholders with low power (written in the blue boxes) have not much influence on the
success of the project, they are categorised in the secondary target group. But they can help
to establish the awareness about the bioeconomy as the main topic of the project and also be
part of the network. Therefore, the key aim for this target audience is to keep them informed
with minimal effort.
A detailed list of the target groups defined by the individual project partners can be found in the
appendix.
Experts related to bioeconomy Companies in value chains of
biobased products, participating in the project
Policymakers (local, regional, national & European)
Bioeconomy clusters
Companies in value chains of
biobased products, not yet
participating in the project
Potential start-up-founders NGO’s in the field of
bioeconomy
Minimal effort
Interest High
Media (general and
specialized) General public
Other companies in value chains of bio based products, not participating in the project
Other educational or research institutions, not participating in the project
Low Interest/Awareness in AlpBioEco High
High
Influence/
Power on
success of
AlpBioEco
Low
Move into action
Interest High
Manage closely
Interest High
Keep informed
This project is co-financed by the European Regional Development Fund (ERDF) through the Interreg Alpine Space programme.
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3.3 Synergies with other EU-projects
Interreg Alpine Space Programme:
AlpBioEco is in touch with the project AlpLinkBioEco to support jointly an Alpine cross-regional
bio-based strategy.
AlpBioEco is in exchange with Alpfoodway valorising natural heritage and enhancing protection
as well as conservation.
S3-4AlpCluster supports AlpBioEco for a better interplay between S3 and clusters to spread
innovative business concepts.
In Work package T2 and T3, AlpBioEco can use Design Thinking Labs including training methods
and activities proved by DesAlps. Also conjoined workshops are planned.
The project trAILs will support local and regional stakeholders in the complex process of sustainable
transformation, providing them with clear strategic planning tools for the future as well as with
useful hands-on experiences.
Interreg Danube:
AlpBioEco learns from MOVECO in improving the framework conditions and policy instruments
for eco-innovation in food VCs.
Enterprise Europe Network EEN, FP7-KBBE
Benefits from TRAFOON TRAFOON is a network of 29 European research institutions,
technology transfer agencies and SME associations and during 3 years has covered the value
chain of 4 groups of traditional food products based on (1) grains, (2) fish, (3) vegetables &
mushrooms, and (4) sweet fruits & olives
Other projects:
SESAM aims at providing innovative framework conditions to boost the competitiveness of
Alpine dairy farming while at the same time preserving traditional and culturally relevant
activities.
Bloom: The Horizon 2020 project bloom aims at bringing together partners from across Europe
to debate on the potential of bioeconomy and to engage the civil society.
AlpBioEco is involved or active in the following networks:
BIOVOICES will bring together all relevant stakeholder groups tackling with bio-based related
challenges and animating open dialogue and co-creation of knowledge between all participants.
European Bioeconomy Network EuBioNet is a proactive alliance of EU funded projects
dealing with Bioeconomy promotion, communication and support.
Bioways promotes the huge potential of bio-based research results and raises public awareness
of bio-based products.
AlpBioEco is already in contact with further key-players like CIPRA, EUROMONTANA and EUSALP
Actions Groups.
This project is co-financed by the European Regional Development Fund (ERDF) through the Interreg Alpine Space programme.
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4 Messages of the project
Because of the projects transnational dimension, the importance of sustainable development
and innovative character, AlpBioEco focuses on two main project messages:
1. Messages about the project AlpBioEco and its results
2. Messages about a sustainable bioeconomy along the value chains of vegetable extracts
and foods
4.1 Messages about AlpBioEco project objectives
AlpBioEco uses innovative methods to foster sustainable development in the Alpine region.
AlpBioEco raises awareness of the economic potential in bioeconomy.
AlpBioEco actively supports interdisciplinary and supra-regional cooperation for the development
of innovative business concepts and thus stimulates the creation of new jobs in the Alpine
region.
4.2 Messages about the main topic “bioeconomy in vegetable extracts and
foods”
Innovative: AlpBioEco stands for creative thinking processes and modern approaches to
overcome the current limits of economic efficiency in the Alpine region. We work in a process-
oriented manner with an open outcome to enable the constructive development of new business
models. In order to point out new ways in the bioeconomy, we are forcing interdisciplinary
cooperation between various actors from practice, science and politics across boundaries and
languages.
Sustainable: AlpBioEco aims a sustainable bioeconomy. This means that the development of
new bio-economic products primarily uses production residues or by-products. The focus of the
project studies lays on those raw materials, which can be obtained in a socially acceptable and
ecologically meaningful way. A sustainable bioeconomy is the renewable segment of the circular
economy. It can turn bio-waste, residues and discards into valuable resources and can create
the innovations and incentives to help retailers and consumers cut food waste by 50%. Updated
EU Bioeconomy Strategy, 2018. p. 6
Together: The project partners and all persons actively engaged in AlpBioEco work together in
a cooperative, process-oriented manner. We work at a cross-industry level and act
transnationally in the Alpine regions. The partners and persons involved in the project have
different competences and experiences, from which the AlpBioEco project benefits in achieving
its goals. We aim a network that serves the generation and the transfer of knowledge about
bioeconomy in different value chains (not exclusively in the Alpine Space).
This project is co-financed by the European Regional Development Fund (ERDF) through the Interreg Alpine Space programme.
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5 Target groups and strategic communication objectives
Some target groups are more relevant to achieve our communication objectives than others, as
shown in external stakeholder map on page 8. For this reason, it is important to be aware which
target group is in focus for each objective.
Primary target group: Move into action
1.) Public recognition of the project & awareness of bioeconomic potentials
2.) Change behaviour to take up new business concepts
3.) Increase knowledge about the developed business concepts
4.) Influence attitude to implement and foster new business concepts
Experts related to bioeconomy
✔ ✔ ✔
Companies in value chains of biobased products, partici-pating in the project
✔ ✔ ✔ ✔
Policymakers (local, regional, national & European)
✔ ✔ ✔
Bioeconomy clusters ✔ ✔ ✔
Companies in value chains of biobased products, not yet participating in the project
✔ ✔ ✔ ✔
Potential start-up-founders
✔ ✔ ✔ ✔
Secondary target group: Receiving the message
Other companies in value chains of biobased products, not participating in the project
✔
Other educational or research institutions, not participating in the project
✔ ✔
NGO’s in the field of bioeconomy
✔ ✔
Media (general and specialized)
✔ ✔ ✔
General public ✔ ✔ ✔
Table 1: Primary and secondary target groups strategic communication objectives
The communication tools, which help to reach the appropriate target groups, are presented in
the next chapter.
This project is co-financed by the European Regional Development Fund (ERDF) through the Interreg Alpine Space programme.
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6 Corporate Design CD
6.1 Project logo
A project logo, based on the Interreg Alpine Space identity, is developed and featured on all
communication materials, thereby increasing and ensuring the visibility and recognition of
AlpBioEco.
Mandatory requirements of the EU - failures will result in ineligibility of expenses!
“The project logo must be featured on all promotional material, presentations, print material, or
any other communication activity that the project organises.
In addition to the project logo, all communication materials and products must display a
statement acknowledging the European Regional Development Fund (ERDF) as a co-financing
source: This project is co-financed by the European Regional Development Fund (ERDF) through
the Interreg Alpine Space programme.” Interreg Alpine Space FactSheet No. 4.4, p. 5
“Please note that if other logos are displayed in addition to the project logo, the EU emblem (EU
flag inside the Interreg logo) shall have at least the same size, measured in height or width, as
the biggest of the other logos.
In case the flag inside the Interreg logo is too small for this purpose, projects can use a
separate EU flag in addition to their logo.” Interreg Alpine Space Corporate Design Manual, p. 9
In addition to the EU requirements, the logo from the German Federal Ministry of Interior,
Building and Community and the claim “Funded by the „Federal Transnational Cooperation
Programme” of the German Federal Ministry of the Interior, Building and Community” has to be
added on all official project materials and publications. This logo has the size of the project
partners’ logos (not bigger than the EU flag).
AlpBioEco is represented by a customised logo in landscape format. Note: please use the
AlpBioEco lettering always with the Interreg Alpine Space logo.
This project is co-financed by the European Regional Development Fund (ERDF) through the Interreg Alpine Space programme.
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Colour values for the AlpBioEco letters in the project logo in different colour ranges:
red green blue
Alp 18 132 199
Bio 149 193 31
Eco 243 146 0 Table 2: Colour values for AlpBioEco letters in RGB-range (digital document properties)
cyan magenta yellow k (black)
Alp 100 25 0 0
Bio 49 0 99 0
Eco 0 50 100 0 Table 3: Colour values for AlpBioEco letters in YMCK-range (printing properties)
6.2 Project title
The official project title is “Valorisation of innovative bio-economical potentials along bio-based
food & botanical extract value chains in the Alpine Space”. For better understanding, we use
“Potentials of bioeconomy in the Alpine Space along value chains of vegetable extracts and
foods” to promote AlpBioEco to the public.
This short form of the project title may also be used in translations in French, German, Italian
and Slovenian.
6.3 Project picture
Our picture for public presentations of AlpBioEco project is an alpine landscape with alpine
meadow in the front, the wide view on the mountain peaks in the middle and the blue sky in the
background of the photo with a zick-zack cut skyline. This picture is used on the main page of
all official promotional material like posters, leaflets, presentations, etc. published by
communication manager HSAS. With this visual feature the quick recognition of the project
should be guaranteed, in addition to the project logo.
Two different sizes of the project picture are available:
1.) Big: AlpBioEco_alpine_landscape_cut_wide_view.jpg
2.) Narrow: AlpBioEco_alpine_landscape_cut_focus_view.jpg
This project is co-financed by the European Regional Development Fund (ERDF) through the Interreg Alpine Space programme.
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Figure 3: Big: AlpBioEco_alpine_landscape_cut_wide_view.jpg
Figure 4: Narrow: AlpBioEco_alpine_landscape_cut_focus_view.jpg
In some cases, it might be better to use the entire photo of the Alpine landscape. If you wish to
use this photo for activities related to AlpBioEco (beside official projectpromotional material),
please ask the communication manager of HSAS, as the picture is ownded by Albstadt-
Sigmaringen University.
Figure 5: AlpBioEco_alpine_landscape_shutterstock (Photo source: shutterstock, photograph: Thorsten Link)
This project is co-financed by the European Regional Development Fund (ERDF) through the Interreg Alpine Space programme.
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6.4 Font type
The official AlpBioEco project posters and leaflets are written in font type “Montserrat Regular”.
It can be downloaded here: www.fontsquirrel.com/fonts/montserrat.
It is very similar to Microsoft Word font type “Tahoma”, so you can use this font for designing
internal project documents and reports.
This project is co-financed by the European Regional Development Fund (ERDF) through the Interreg Alpine Space programme.
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7 Communication activities
The presented communication strategy aims for the implementation of the following
communication activities and channels. For reaching the communication objectives, it is
important to address the chosen target group with the proper activities.
All templates and documents for project communication activities are available on AdminProject.
7.1 Communication infrastructure
7.1.1 Responsible for translations
The following persons are responsible for the translation of the English documents into the
national languages of the project partners:
language project partner contact person communication
English HSAS Audrey Leclerc
French Terralia Clément Diot
German HSAS Audrey Leclerc
Italian Envipark Barbara La Licata
Slovenian GZS-ZKŽP Petra Medved
7.1.2 Project photo gallery
Each country has to share regularly photo materials of their events and activities regarding the
implementation of the project on a local, national or international level. The project photo
gallery is located on the sharing platform AdminProject. Each project partner is obliged to
upload high quality, pre-sorted photos (not more than 20 per activity) there.
If you take pictures of persons, data protection must be guaranteed. For this reason, please ask
for permission to photograph and publish in context with AlpBioEco’s activities.
7.1.3 Project presentation template
For the presentation of AlpBioEco in public, a Microsoft PowerPoint template is created in English
language. It corresponds to the CD and ensures a common project appearance. Slide size is
“standard 4:3”.
Contents: About us, AlpBioEco aims, what is bioeconomy, our approach and course of the
project, contact and end slide with all project partners’ logos.
The photos contained may be used when indicating the source. Other content, photos and slides
may of course be added.
This template is an ongoing task, as it has to be updated regularly with actual information about
intermediate results. The actual version is available on AdminProject.
This project is co-financed by the European Regional Development Fund (ERDF) through the Interreg Alpine Space programme.
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7.1.4 Template documents
Template documents for writing activities related to the project AlpBioEco are developed in
English language. They fulfil the official EU requirements and will be used for all AlpBioEco
project activities. The following Microsoft word files are available on AdminProject:
AlpBioEco attendance list
AlpBioEco letter template
AlpBioEco minutes conference
AlpBioEco word template
7.2 Project promotion with print media
7.2.1 Project poster
There are two project posters provided:
1. Project start-up poster: it shows the overall objectives and the course of the project
to a broad audience. The start-up poster is available in the first project period. “It must
be displayed at each project partner’s premises, at a location readily visible to the public,
such as the entrance of a building.” Interreg Alpine Space FactSheet No.4.4, p. 6
2. Project mid-result poster: It is developed in period 4 and shows the mid-results of
AlpBioEco project to a broad audience.
The posters are clearly structured with short text blocks, use a simple language and the
contents are exemplified with photos or graphics. It contains the project website address for
further information. The poster addresses a broad audience without background knowledge
about bioeconomy.
Responsible for template in English: Communication manager
Realisation, print and distribution to project partners in other languages see 7.1.1 Responsible
for translations.
7.2.2 Project leaflets
The leaflet on AlpBioEco ensures that the main target group food clusters, networks, SMEs,
especially agricultural enterprises etc. is informed about AlpBioEco from the very beginning. Our
project leaflet can be used by project members on any occasion to promote the project. The
leaflets are clearly structured, use a simple language and the contents are exemplified with
photos or graphics. It contains a personal contact and addresses in particular “companies in
value chains of bio based products”.
Leaflets are available in English, French, German, Italian and Slovenian language. Each project
partner will receive 100 printed leaflets in their national language. All translated leaflets can be
downloaded on the project website.
There are two project leaflets provided:
1. Project start-up leaflet: It serves as a short description of the project and is
containing the main information about the project. It ensures that the main target
This project is co-financed by the European Regional Development Fund (ERDF) through the Interreg Alpine Space programme.
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groups (food clusters, networks, SMEs, especially agricultural enterprises etc.) are
informed about AlpBioEco from the very beginning. The start-up leaflet is available in the
first project period.
2. Project mid-result leaflet: It is developed in period 4 and shows the mid-results of
AlpBioEco project to a broad audience.
Responsible for template in English: Communication manager
Realisation, print and distribution to project partners in other languages see 7.1.1 Responsible
for translations.
7.2.3 Project roll-up banner
A banner template is provided in the English language for all project partners in the first project
period. Each partner is responsible for printing the roll-up banner (template size 200 x 80 cm). If
required, each project partner can use the roll-up banner in English language or translate to
their local language. If the template shall be edited to specific project partners’ needs, the
coordination with the communication manager is required.
The roll-Up must contain the project logo (top left), the project name and title with the alpine
landscape picture as well as the project website and all project partners’ logos and the ERDF-
claim.
The project roll-up banner should be clearly structured, using a simple language and not much
textual content. The roll-up template addresses a broad audience and aims to draw attention to
the AlpBioEco project in general.
Responsible for template: Communication manager
Realisation and print: Project partner
7.2.4 Project giveaways (haptic advertising)
Minimum 1.200 pieces of promotional materials branded with the project logo and the ERDF
claim will be distributed to the target audience to raise awareness of the project. If possible also
the link to the project website or QR code is printed on the giveaways. They are available in the
English language.
The requirements for the advertising material are (referring to the EU project greening): useful
for the target group; based on natural resources; the lifetime of the product corresponds at
least to the project duration; context to the value chains apples, walnuts, herbs.
Two different promotional items are available (also a combination of both types is possible):
1.) 260 high value giveaways (20 per project partner) for selected stakeholders with great
importance for the project. Possible giveaways: seed paper postcards1, fruit bags made
of organic cotton, sticky notes made of recycled paper
1 At the time of developing the communication strategy, the definition of Alpine herbs among the project partners had
not yet been completed. It makes sense to align the advertising material to the herb actually examined (especially seed paper or seed bags)
This project is co-financed by the European Regional Development Fund (ERDF) through the Interreg Alpine Space programme.
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2.) 1300 mass articles (100 per project partner) to reach a large group of stakeholder, e.g.
paper stickers to individually mark project material
All project partners are involved in the brainstorming process for suitable advertising materials.
The giveaways are distributed to the partners in the second project period.
Responsible: Communication manager
7.3 Digital activities
7.3.1 Project website
The project website has to be created within the first six months of the project live span and
uses Interreg Alpine Spaces’ visual identity. AlpBioEco´s website is hosted on the Interreg Alpine
Space programme website (content management system is pimcore). It is available in the
English language and contains the following main elements
website navigation name
content updated/finished
about general information about the AlpBioEco project September 2018
results download area for the project results At the end of each work package
news & events the publication of the project news and events At least every two weeks
contacts Personal contacts for each project partner September 2018. changes are continuously updated
publications download area for project publications September 2018
Table 4: Overview project website contents and dead-lines
You can find the links to AlpBioEco social media appearance on facebook, twitter, LinkedIn. The
AlpBioEco newsletter subscription is available on the website. All subscribed e-mails are stored in
an external e-mail list (MailChimp).
The project partners are constantly involved in updating the website with the following contents:
“news & events” and “publications”. The work packages responsible are especially involved in
the description of the project process (see "about") and in the publication of the project results.
The AlpBioEco website is an ongoing task and its contents will be dynamically developed during
the lifespan of the project.
7.3.2 Social media platforms – Facebook, Twitter, LinkedIn
Digital activities on various social media channels ensure a broad external outreach of AlpBioEco
and the exchange of information with the public and stakeholders in an informal way. A strong
social media presence engages the community and forces the interest in the AlpBioEco’s
objectives and results. Existing social media accounts of the partners are used to distribute
information about AlpBioEco in the respective national language.
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target groups contents updated
LinkedIn Experts related to bioeconomy
Companies in value chains of
biobased products
Policymakers
Potential start-up-founders
NGO’s in the field of
bioeconomy
Presentation project
partners
news and events
results of the project
At least once a week for special occasions
Twitter Experts related to bioeconomy
Companies in value chains of
biobaldes products
Potential start-up-founders
News and events As soon as possible
Facebook Potential start-up founders
NGO´s in the field of
bioeconomy
Media
General public
Presentation project
partners
news and events
results of the project
At least once a week
Table 5: Overview of social media channels, target groups, contents and deadlines
A more detailed list of contents is elaborated it the AlpBioEco social media editorial schedule,
developed in period 2. All project partners are involved in delivering up-to-date, interesting and
project relevant content, accompanied with photos.
Responsible: Communication manager
Dates, textual drafts, pictures: project partners
7.3.3 Project video
At least one project video has to be created and published on YouTube, on the project website
and on all three social media channels. Each project partner contributes to the project video
(budget per partner 300, - € in period 2). Final online publication of the video is in period 3.
Responsible for the realisation is the communications manager (HSAS), the implementation
takes place in close cooperation with the project partners and with an external film crew.
For the detailed plan, a video script has to be developed. It includes the following information:
Information on the programme, aim of the project, target groups, messages, film content
(general, pictures, protagonists and interviews), film structure (general remarks, storyboard,
further information), organisation (timetable, responsibilities).
Responsible: Communication manager
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7.4 Public events
Public events at a regional and transnational level are linked to events at EU transnational level,
e.g. EUSALP, and address specific target groups. In parallel to this, media outlets ensure a
broad media coverage. Public events are related to specific work packages as well as the overall
project.
7.4.1 Launch conference
The launch conference reaches a wide audience and engages various stakeholders. Also, local
and regional authorities, as well as academia, are addressed. Project partners present the
AlpBioEco’s activities and objectives.
Responsible coordinator: communication manager in cooperation with project coordinator
Implementation: project partners
7.4.2 Presentations of regional cross-industry open innovation workshops
Presentations of Cross-industry Open Innovation Workshops (from work package 2) are
available on the project website. The results are published in different publication formats target
group tailored, e.g. mid-result poster, mid-result leaflet and national wide press releases.
Responsible for coordination of regional cross-industry open innovation workshops:
Head of work package 2 = MCI Management Center Innsbruck
Implementation: project partners
Preparing the report on new business models for the public (see deliverable D.T2.1.2):
communication manager (HSAS)
7.4.3 Presentations of regional workshops with pilot actions
Presentations of regional workshops with pilot actions (from work package 3) are available on
the project website, thereby reaching a broad spectrum to validate the business concepts.
Results are target group tailored published in the different publication formats.
Responsible for coordination of regional workshops with pilot actions:
Head of work package 3 = Chamber of Commerce and Industry of Slovenia GZS-ZKŽP
Implementation: project partners
Preparing the regional workshop results for the public (see deliverable D.T3.2.1) and
development of templates for the regional reports of business visits (see D.T3.3.1):
communication manager (HSAS)
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7.4.4 Final public conference
The final public reaches a wide audience conference and will take place before the final internal
project meeting (planned to link to a high-level EUSALP event). It ensures the transferability of
results by inviting the primary and secondary target groups. This conference includes the
presentation of AlpBioEco’s business concepts in the format of an `Elevator Pitch´.
Mid-term meeting: December 2019 in Avignon, France (Terralia)
Final public conference: The beginning of 2021 in Turino, Italy (Envipark)
Responsible for meeting materials (including invitations, placates on location, advertising of the
event, etc.): project communication manager (HSAS) in cooperation with project coordinator
(SIG) and local project partner.
7.5 Publications
7.5.1 Brochure on AlpBioEco results
A comprehensive and concise brochure on the AlpBioEco’s results, containing all selected
solutions as best practices learned from project activities provides valuable information to all
target groups.
7.5.2 Press releases
During the entire project live span, six press releases have to be published. Nevertheless, it is
important to publish AlpBioEco as often as possible with relevant, interesting information to the
public.
Press releases address the regional press and local language are in the responsibility of
each project partner.
Transregional press activities are in responsibility in the communication manager (HSAS).
The public should be informed at least once a year about the project aims, outputs and results
by each partner. The press releases contain the initiation of the project in the start phase,
interim results of individual work packages as well as the final conclusions. Thereby enhancing
the AlpBioEco’s visibility and strengthening the awareness of bioeconomy.
7.5.3 Newsletter
In sum, 12 project newsletters are published. They appear at least quarterly and more often if
needed.
A distinction should be made between:
a) Addressing international target groups, e.g. observers. This newsletter is published in
English.
b) Addressing national/local target groups and relevant stakeholders in pilot areas. These
newsletters are published in local languages DE, IT, FR, SI.
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Contents: Reviews, outlooks, latest news accompanied by photos from the project (for copyright
reasons preferably took by project team members see 7.1.2 Project photo gallery).
Content from the project newsletter should be used by the project partners for internal
messages/newsletters, for reaching the widest possible readership.
7.5.4 Publication in a peer-reviewed journal
Transfer of outputs into the curricula of education and teaching and to communicate outputs to
the scientific community is ensured by conferences and by at least one peer-reviewed
publication for example in food or entrepreneurship and management journals.
Responsible: communication manager
Content: not known yet
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8 Timeline
Legend:
Table 6: Timeline of work package communication for AlpBioEco project. Note: Deliverable end dates, work packages and periods do not match the quarters, this is just an overview! For details check eMS
P6
2021
Activity q2 q3 q4 q1 q2 q3 q4 q1 q2 q3 q4 q1
Partner support external
communication
Evaluation project
communication
A.C.1 Start-up activities
D.C.1.1 Communication
Strategy
D.C.1.2 Visual Identity &
Corporate Design
D.C.1.3 Website
Photogallery
A.C.3. Promotional
D.C.3.1 AlpBioEco poster
D.C.3.2 Give away
D.C.3.3 AlpBioEco leaflet
AlpBioEco roll-up banner
A.C.4 Public Events
D.C.4.1 Launch conference
D.C.4.2 Presentations of
regional workshops with
pilot actions
D.C.4.3 Presentations of
regional cross-industry
Open Innovation
Workshops
D.C.4.4 Final public
conference
A.C.5 Digital activities
D.C.5.1 Social media
strategy: Twitter,
Facebook, Linkedin
D.C.5.1 Project film
A.C.6 Publications
D.C.6.2 Brochure on
AlpBioEco results
D.C.6.3 Press release
D.C.6.4 Newsletter
D.C.6.5 Publication in a
peer-reviewed journal
P4
WP 4Work package 1 WP 2 WP 3
20202019year 2018
Period 1 P2 P3 P5
start & end in eMS
start & end not in eMS
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9 Evaluation
It is important to evaluate the success of AlpBioEco’s communication activities, in order to
further develop the communication strategy and all associated activities. The evaluation is
carried out at least once during the project life span and shall take place in cooperation with the
project partners. A possible point of time could before the development of the posters and
leaflets presenting the mid-project results (end of period 3 or beginning of period 4). Individual
activities can be monitored and evaluated more often if needed.
The Interreg Alpine Space Communication ToolKit recommends AMEC - the International
Association for Measurement and Evaluation of Communication as an easy and user-friendly tool
to facilitate the evaluation of communication. In addition, it is reasonable to carry out a content-
orientated qualitative evaluation together with the project partners.
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10 Sources
Interreg Alpine Space Application Form AlpBioEco. AF_ASP598_AlpBioEco_20180905_204001-
1.pdf, last change: 05.09.2018. Available on eMS AlpBioEco.
Interreg Alpine Space Communication ToolKit. Tools to create & implement your project
communication strategy, published 06.11.2016. Available on http://www.alpine-
space.eu/project-management/project-tools-resources/comm-material
Interreg Alpine Space Corporate design manual for Alpine Space projects, Version 1.3. Available on http://www.alpine-space.eu/project-management/project-tools-resources/comm-material
Interreg Alpine Space FactSheet No. 4.4 Project Communication, published 04.11.2016.
Available on http://www.alpine-space.eu/project-management/project-tools-resources/comm-
material
Interreg Alpine Space Website management manual for project, published 18.09.2017. Available
on https://www.alpine-space.eu/project-management/project-comm-
material/project_website_manual.pdf
Updated Bioeconomy Strategy. A sustainable bioeconomy for Europe: strengthening the connection between economy, society and the environment European Commission, Directorate-General for Research and Innovation, Unit F – Bioeconomy, 2018. Available on https://ec.europa.eu/research/bioeconomy/pdf/ec_bioeconomy_strategy_2018.pdf
This project is co-financed by the European Regional Development Fund (ERDF) through the Interreg Alpine Space programme.
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11 Appendix
11.1 List of target groups defined by the individual project partners especially
involved in work package 1, survey 2018*
* Not all questionnaires where send back to communication head, that´s why not all project
partners feedback is displayed here.
The questionnaire asked: In the application form, the target groups are titled „public” and
„relevant target groups”. But what does it mean precisely for you, your institution or respectively
in your region? Please help to fill in the following table, based on your estimation2:
Project partner (PP) 2: Albstadt-Sigmaringen University of Applied Sciences
Group of people/target group Precognition of bioeconomy (good, moderate, none)
How important are these people for the project aims? (high, moderate, low)
Primary or secondary target group
IRF Institut für angewandte Forschung
moderate - good moderate primary
Gesellschaft der deutschen Lebensmittel Technologen
moderate moderate primary
Forschung an Fachhochschulen moderate moderate primary
NGOs Sigmaringen moderate none - moderate secondary
NABU Sigmaringen none none secondary
Table 7: Target groups defined by Albstadt-Sigmaringen University HSAS in September 2018
PP 3: Kompetenzzentrum für Ernährung
Group of people/target group Precognition of bioeconomy (good, moderate, none)
How important are these people for the project aims? (high, moderate, low)
Primary or secondary target group
Behörden (ÄELF, StMELF, LfL) moderate low secondary
Verbände (Slow Food, Fleischerverband, Bäckerverband, Dehoga, etc.)
good high primary
Unternehmen (Ernährungshandwerk; Gastronomie; Direktvermarktung)
moderate-none high primary
Table 8: Target groups defined by Kompetenzzentrum für Ernährung Kern in November 2018
2 The original questionnaire is a separate document called: „target groups per project partner”
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PP 4: Bund für Umwelt und Naturschutz Deutschland
Group of people/target group Precognition of bioeconomy (good, moderate, none)
How important are these people for the project aims? (high, moderate, low)
Primary or secondary target group
Besucher BUND-Geschäftsstelle none moderate primary
Besucher Infostände none high primary
Fachpublikum Obst & Gartenbau moderate high primary
Table 9: Target groups defined by Bund für Umwelt und Naturschutz Deutschland BUND Regionalverband Bodensee-Oberschwaben in September 2018
PP 6: Business Upper Austria
Group of people/target group Precognition of bioeconomy (good, moderate, none)
How important are these people for the project aims? (high, moderate, low)
Primary or secondary target group
Relevante Gemeindeverwaltungen none low secondary
Land Oberösterreich moderate moderate primary
Landwirtschaftskammer Oberösterreich
moderate-good high primary
Wirtschaftskammer Oberösterreich Moderate-none high primary
Landwirte/Erzeugergemeinschaften good-moderate high primary
Relevante KMUs, die Produkte veredeln oder weiterverarbeiten
moderate moderate primary
Genussland Oberösterreich moderate moderate-high primary
Start Ups/Inkubatoren moderate moderate primary
Table 10: Target groups defined by Business Upper Austria Biz-Up in November 2018
PP 9: NOI/ IDM Südtirol Alto Adige
Group of people/target group Precognition of bioeconomy (good, moderate, none)
How important are these people for the project aims? (high, moderate, low)
Primary or secondary target group
Forschungs- und Entwicklungseinrichtungen
moderate-good high primary
Unternehmen & Dienstleister im Lebensmittelbereich
moderate-good high primary
private Wirtschaftsverbände none-moderate moderate primary
Besucher/Bevölkerung none low secondary
Table 11: Target groups defined by IDM Südtirol Alto Adige in September 2018
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PP 12: GZS CCIS-CAFE
Group of people/target group Precognition of bioeconomy (good, moderate, none)
How important are these people for the project aims? (high, moderate, low)
Primary or secondary target group
Agricultural and food enterprises good high primary
Ministries good high primary
Other governmental bodies good high primary
Universities, faculties good moderate primary
Other stakeholders good moderate primary
Table 12: Target groups defined by GZS CCIS-CAFE in January 2019
PP 13: Terralia Cluster
Group of people/target group Precognition of bioeconomy (good, moderate, low, none)
How important are these people for the project aims? (high, moderate, low)
Primary or secondary target group
Companies (SMEs…) Good High primary
Interprofessional organisations Good Moderate primary
Public research laboratories + universities
Good Moderate primary
Technical centers (RTOs) Good Moderate primary
Experimental stations Moderate Moderate primary
Technopoles / Clusters Good Moderate primary
Other economic development actors Low Low secondary
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11.2 List of target groups in the application form (eMS)
Target group Further specification Number of actively involved (eMS)
regional public authority
Federal states, regions, regional council, départements, cantons; e.g.Bavarian Ministry for Environment, Health and Consumer Protection
18
national public authority
Ministry of Economic; Ministry for Environment, Health& Consumer Protection; Ministry of Science; Ministry of Agriculture&Forestry; European Ministry of Spatial Development
8
sectoral agency local & regional agencies dealing with ecology, sustainable development, circular economic, sustainable thinking&dealing, health & education (e.g. rkw-bw); cluster organisations; "Helmholtz Association: Centre of Enviromental Research"
15
interest groups including NGOs
trade union, charity, voluntary association, clubs: European Institute of Entrepreneurship& Technology; European Compost Network; Friends for the Earth/BUND; Bioland, demeter, naturland; Slow food; Intern.Packing Institute; Association of Food Technology
25
education/training centre and school
Education/Training Centres: "ifo Center for Energy, Climate and Exhaustible Resources"; "bwcon Innovation Academy" (bw-i & bw-con); Schools of Entrepreneurship; Women Entrepreneurs Initiative; Grande Écôle
8
business support organisation
Association of IT/FR/SI/AT/CH/DE Chambers of Industry&Commerce / Trade&Crafts; Incubators; Clusters; Associations of Entprepreneurship&Innovation & of Start-up Centres (e.g."start-ups"); Economic promotion (Wirtschaftskammer/-förderung, business agency)
25
Small and middle sized enterprise SME
processing industry based, manufacturing/producing, packaging SME; SME in the field of handcraft,services, commerce; SME in the field of cosmetic,food/agriculture & health; research &scientific focused SME; bioeconomic & green industry based SME
120
local public authority
municipalities of the 13PP and in their network & within the network of Observers; twin towns
40
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cooperations of each PP and their municipalities; administrative district offices
higher education and research
University, University of Applied Science, scientific/research institutions, colleges; "Research Center for Bioeconomy", Hohenheim Research; "Bioeconomy Science Center (BioSC)", RWTH
20
EEIG, EGTC GECT Euregio Tirolo - Alto Adige,Trentino (AT,IT); eucor-The European Campus (DE,FR,CH); Alpi Maritime-Mercantour (IT/FR); GECT "Euregio Senza Confini r.l.-Euregio Ohne Grenzen mbH" (IT/AT)
4
enterprise, excluding SME
corporate entrepreneurship enterprises; enterprises, excluding SME due to the SME definition of the EU Commission and their 3 criteria (staff headcount, turnover, balance sheet total)
7