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1. Workshop process
2. Key Actions
EASW Scenario Workshops
Footwear Cluster (San Mauro Pascoli)
Packaging Cluster (Montecchio Emilia)
Emilia-Romagna Region - Italy
Walter Sancassiani – Focus Lab
Prague – 16-17 April 2012
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1. Process
San Mauro Footwear ClusterEASW – 2 Dec 2011 + 1 focus group follow (11 January)
Montecchio Packaging ClusterEASW – 29 Febbruart 2012 + 1 focus group follow (19 March)
Stakeholders involved: around 80 stakeholders (25 each EASW + 10/15 each focus group)
Scenario Workshops – EASWSan Mauro Footwear ClusterMontecchio Packaging ClusterEmilia-Romagna Region - Italy
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Stakeholders involved in each workshop and focus group: • Local Companies• Industry Associations• SME Associations• Public-Private Agency for local Development• University• Technichal High School• Local Authority Majors and Deputy Chiefs
Scenario Workshops – EASWSan Mauro Footwear ClusterMontecchio Packaging ClusterEmilia-Romagna Region - Italy
Engagement
• Stakeholder Map• Invitation Letter • + project brochure • + EASW brochure • + module of participation• + direct calling
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Key issues discussed in the 2 workshop: San Mauro Footwear Cluster
1. Cluster Marketing2. Networking (Companies and Local Authorities)3. Role of Local Develoment Agency4. Supply Chain and company role
Scenario Workshops – EASWSan Mauro Footwear ClusterMontecchio Packaging ClusterEmilia-Romagna Region - Italy
Montecchio Packaging Cluster
1.International promotion2.Innovation 3.Access to Credit4.Networking (Companies and Local Authorities)
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Scenario Workshops – EASWmethodologySan Mauro Footwear Cluster
Scenari per XXScenari per XX
Sessione Plenaria ObiettiviIntroduzione Metodologia Video
Sector Scenarios Sector Scenarios
Business Local Authorities Universities Services
Plenary SessioN
Idea-Action Development
Idea-Action Development
20 ACTIONS
(5 per each groups)
Votation of 5 priorities
Common
Vision
Ideas ?
Tools ?,
Roles ?
Marketing Networking Credit Supply Chain
1. Cluster Marketing2. Networking 3. Local Develoment Agency4. Supply Chain
Negative/Positive Scenarios
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Process in each Cluster: San Mauro Footwear ClusterMontecchio Packaging Cluster
Scenario Workshops – EASWSan Mauro Footwear ClusterMontecchio Packaging ClusterEmilia-Romagna Region - Italy
2 EASW workshop
1.SWOT analysis
2.Scenarios
3.Action Planning
Ideas generation
Perspective
Discussion/Dialogue
1 focus group
1.Key questions
2.Action Priorities
Report Report
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Scenario Workshops – EASWSan Mauro Footwear ClusterMontecchio Packaging ClusterEmilia-Romagna Region - Italy
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EASW Adaption in each Cluster: San Mauro Footwear ClusterMontecchio Packaging Cluster
Scenario Workshops – EASWSan Mauro Footwear ClusterMontecchio Packaging ClusterEmilia-Romagna Region - Italy
2 EASW workshop
1.From 1 Day to Half-Day
(Stakeholder availability)
1.Time Reduction
No mix of key stakehoders in Action Planning in 1st workop
No Negative Scenarios
1 focus group
1.Key questions
2.Action Priorities
EASW + WorldCafé
1.SWOT / Neg Scenarios
2.Mix Stakeholder
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1. Process
adaptation (Mix EASW – World Café)
Scenario Workshops – EASWIn Packaging Cluster
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Content structures
1. SWOT on 4 key issues2. Scenarios on 4 key issues3. Common Scenario4. Action Planp on 4 key issues
Ideas/Actions > What to do ? Tool to implement > How ?Roles > Who ?
Workshop Action Plan Report
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1. Action to promote the District Area
• Identifying a brand linked to the territory by exploiting the network of relationship between Cercal and Technical Schools.
• A "supplement" common to all producers to be included in the shoebox: eg. wrapping paper
• A contest of ideas with students could be set up, with the Professional School M.Curie, University, Cercal.
Themes which could be used for the promotion:• Poet Giovanni Pascoli• Stampe Romagnole• The kitchen maker Artusi• The Piadina food• The beautiful countryside• The well-being technologies (Technogym)• Made in Italy• 0 km Shoe
San Mauro Footwear District - Actions
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1. Action to promote the District Area
•Definition of a Marketing Territorial Brand involving the network of relationship between Cercal and Technical Schools and University.
•Promotion of a contest / Ideas Award involving students of the Professional School M.Curie, University, Cercal to stimulate graphic design development of the Brand.
• Creation of a "supplement" product shared by all Shoes producers to be included in the shoebox: eg. wrapping paper containing cultural/touristic theme information on key excellences of the Cluster such as:
• Poet Giovanni Pascoli• Romagna textile printings• The kitchen maker Artusi• The Piadina typical food• The beautiful countryside• The well-being technologies world best-in class (ie. Technogym)• Made in Italy (flag colors on shoes)• 0 km Supply Chain Shoe
San Mauro Footwear District – Key priorities Actions
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2. Activities to meet business world and academic world
•Meeting/confrontation Workshop between research and business world
• Meeting with researchers and in a two-way exchange of experience and explicit demand and supply of innovation and research.
•This moment may fall within the initiative "Researchers' Night” (September 28)
San Mauro Footwear District - Actions
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3. Activities to support CERCAL (Service Center in the district) Meeting with Marketing managers of Brand groups in the area to share some actions for promoting the Cluster Brand and a Green / Sustainability/ CSR profile of the Cluster.
Enhancing participation in international Trade Fairs in order to reach a critical mass, outlining the Made in Italy excellenceon shoes
San Mauro Footwear District - Actions
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1. Resource Centre
Which should be at the same time:• A sector strategic Centre for the activities of the district • Will parallel the forms of coordination and governance at the institutional
level.• Could meet different skills and act as a coordination center• Could promote collaboration between institutions and enterprises, and
between universities, schools and companies on the other.
Related to this, emerged also the idea of creating a “Campus" with new laboratories:
• As an initiative of partnership between local companies, Institute Silvio D'Arzo and the City of Montecchio
• The empty property owned by the Municipality can potentially provide 35 laboratories.
Val d’Enza Packaging District - Actions
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2. Exchanges between foreign companies and technical school
• EU Stage to educate students/future workers to deal with foreign countries•Define European Stages for students in foreign companies through local partnership project C-Plus
3. Territorial promotion
•A contest/Ideas competition to develop a "Val d'Enza / Packaging Valley” brand to be realized together with the Institute S. D 'Arzo and the Resource Centre
Val d’Enza Packaging District - Actions
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4. Activities of Network-building with some local companies
•Identification of a Network Manager figure to to set up a project network with at least 3 companies in the Val d'Enza
5. Activities to meet business world and academic world
•Organization of a meeting between research and business world with particular attention to agro-processing and packaging companies on 17 October in Parma, in the context of European SME Week
Val d’Enza Packaging District - Actions