networld ca - cordis...exhibition stands at fia ahlborg and funems2012 and the implementation of a...

FP7-ICT-2009-5 Grant Agreement No.: 257516 http://www.networks-etp.eu/

NetWorld CA

Deliverable 2.4

Communication Plan revised

Editor: Dr. Fiona Williams Deliverable nature: Report Dissemination level: (Confidentiality)

Public

Contractual delivery date: Month 16, October 2011 Actual delivery date: 30 November 2011 Version: 0.1 Total number of pages: 24 Keywords: Net!Works NetWorld

Abstract The present deliverable D2.4 from the eMobility NetWorld CA describes the updated objectives and methods developed and used by the NetWorld CA project to package and communicate the messages developed by the Net!Works Steering Board and expert and working group members.

One of the main tasks undertaken in 2010 was the re-branding of the platform with a new name and corporate image. In 2011, new messages defined by the Steering Board and working groups have been packaged using a range of media. The messages have been communicated to a segmented target audience via a wide range of communication channels, including recently commissioned videos for publication on the Net!Works web site. The positive impact of the new corporate image and communication style on membership growth in the Net!Works platform is described.

In 2012, the messages will be reviewed and further dissemination activities are planned. These activities will include a series of meetings with MEPs regarding the content of Horizon2020, exhibition stands at FIA Ahlborg and FuNEMS2012 and the implementation of a methodology to identify and publicise further success stories material. Two further printed Newsletters will be produced and web site updates and upgrades to the functionality will continue.

eMobility NetWorld Deliverable D2.4

of 24 © eMobility NetWorld consortium 2011

Disclaimer

This document contains material, which is the copyright of certain eMobility NetWorld consortium parties, and may not be reproduced or copied without permission. In case of Public (PU): All eMobility NetWorld consortium parties have agreed to full publication of this document. In case of Restricted to Programme (PP): All eMobility NetWorld consortium parties have agreed to make this document available on request to other framework programme participants. In case of Restricted to Group (RE): All eMobility NetWorld consortium parties have agreed to full publication of this document. However this document is written for being used by <organisation / other project / company etc.> as <a contribution to standardisation / material for consideration in product development etc.>. In case of Consortium confidential (CO): The information contained in this document is the proprietary confidential information of the eMobility NetWorld consortium and may not be disclosed except in accordance with the consortium agreement.

The commercial use of any information contained in this document may require a license from the proprietor of that information.

Neither the eMobility NetWorld consortium as a whole, nor a certain party of the eMobility NetWorld consortium warrant that the information contained in this document is capable of use, or that use of the information is free from risk, and accept no liability for loss or damage suffered by any person using this information.

Impressum [Full project title] eMobility NetWorld

[Short project title] eMobility NetWorld

[Number and title of work-package] WP 2

[Document title] Communications Plan Revised

[Editor: Name, company] Dr. Fiona Williams, Ericsson GmbH

[Work-package leader: Name, company] Dr. Fiona Williams, Ericsson GmbH

[Estimation of PM spent on the Deliverable] approximately 2

Copyright notice

© 2011 Participants in project eMobility NetWorld

Deliverable D2.4 eMobility NetWorld

© eMobility NetWorld consortium 2011 of 24

Executive summary

In our modern “attention society”, you have to package your message in an easy to understand format and deliver it through a range of communication channels if you are to achieve your communication objectives. The communication channels we use in NetWorld range from face to face meetings with individuals, small groups, conference presentations, and exhibition stands, to specially prepared video and photographic material for publication on the Net!Works web site, all backed up by specially prepared and designed printed material presenting our messages in a range of formats to suit the non-expert and the expert reader.

The NetWorld CA project undertook the work of redefining and re-implementing the brand of the former eMobility platform in 2010. The new brand was launched in December 2010 and the number of new members joining the platform has greatly increased and continues to increase each quarter demonstrating that the new brand facilitates improved communication of our messages and values for members.

We developed give-aways highlighting our new slogan, a new key messages brochure and the publication of three position papers, a new web site design, new PowerPoint templates and a range of posters and other printed materials. In the first half of 2011, a wide range of new printed and electronic material was drafted, designed, and produced using a wide range of communication channels, communicating our key messages effectively to our target audience. In the second half of 2011, we continued to improve our web site, organised exhibition stands at FIA in Poznan and FuNEMS2011 with new posters and new editions of our printed newsletter. Additionally, we organised that a camera team accompany us to FUNEMS2011 in Warsaw, where we recorded a series of interviews with key industry leaders and a series of discussions with Steering Board members of Net!Works. The material was edited into a film about FuNEMs2011, a video invitation to our General Assembly, an interview describing our Smart Cities white paper, a video introduction to the benefits of Net!Works membership as well as video introductions to our Strategic Research Agenda.

In 2012, we will publish further editions of our printed Newsletter, solicit and print flyers on success stories, continue to update our web site, organise meetings with MEPs, National and regional representatives and continue to upgrade and update our web site, bringing our messages to a wider community and contributing to the advancement of networking research in Europe.



List of authors

Participant No.

Short name Author name

P01 EDD Fiona Williams



Table of Contents Executive summary........................................................................................................................... 3 List of authors ................................................................................................................................... 4 Table of Contents.............................................................................................................................. 5 1 Introduction to the revised edition of the Communications Plan................................................. 6 2 The importance of communication in the attention society......................................................... 6 3 The communication plan as a means of creating awareness..................................................... 6

3.1 The objectives of the communication plan........................................................................... 6 3.2 The key messages of Net!Works ......................................................................................... 7 3.3 The target audience segmentation ...................................................................................... 7

4 Packaging our messages for effective communication .............................................................. 9 4.1 Methodology used to package messages............................................................................ 9 4.2 Communication channels selected to promote packaged messages ................................ 10 4.3 Objectives of developing a new corporate identity............................................................. 11 4.4 The definition of the new name, brand and slogan ............................................................ 11

4.4.1 New web site design and programming ...................................................................... 15 4.4.2 PowerPoint template ................................................................................................... 16 4.4.3 Videos produced for Net!Works publication ................................................................ 17 4.4.4 General flyer and positions papers.............................................................................. 17 4.4.5 Newsletters.................................................................................................................. 18 4.4.6 Posters ........................................................................................................................ 18 4.4.7 Give-aways.................................................................................................................. 18 4.4.8 “Social Net!Working” established on LinkedIN ............................................................ 18

5 Communication already undertaken......................................................................................... 18 5.1 Launch of the new image, name and corporate identity .................................................... 18 5.2 Communication events, meetings and publications completed and planned for the second reporting period............................................................................................................................ 19

6 Plan for future communication.................................................................................................. 22 6.1 Publications scheduled for coming months........................................................................ 22 6.2 Events planned for coming months.................................................................................... 22 6.3 New methodology for finding and publicising success stories ........................................... 23

7 Growth in membership of the Net!Works Platform ................................................................... 23 8 Conclusions.............................................................................................................................. 24



1 Introduction to the revised edition of the Communications Plan

In this revised edition of the Communications Plan, material on the success stories identification methodology has been added in Section 6 and planned communications for 2012 have been updated in Section 6. The communications event already undertaken in Section 5 has been updated. The general plan, the segmentation of the target audience and the methods to be used to reach them defined in Sections 3 and 4 remain valid for the remaining period of the project.

2 The importance of communication in the attention society

We increasingly live in an “attention society”. There is constant competition for our attention from a multitude of media sources. People are becoming used to selecting to focus their attention on messages which are important to them and which are presented to them in a manner that is easy to understand and follow in the short period of time they can devote to individual items as they multi-task their way through the day.

This deliverable shows how the NetWorld CA project has created and is executing a leading edge communication plan to bring the key messages of the Net!Works European Technology Platform to its 800 member organisations and target audience of decision makers in Europe creating visibility and transparency of messages and actions. The new corporate design and brand definition, developed by NetWorld CA for Net!Works, have been well accepted and the Net!Works membership continues to increase steadily, having passed the milestone of 800 member oganisations in mid-2011.

3 The communication plan as a means of creating awareness

3.1 The objectives of the communication plan

The objective of the Communication plan is to promote a set of well defined messages, packaged in a range of media formats, presenting the messages to the targeting the key target audience segments via a range of communication channels. The execution of the plan in the first project year has lead to an increased awareness of the important role that communications research will play in the development of many application sectors and to increased membership in the Net!Works platform. The communication plan directly supports the strategic objective of the NetWorld project to support the Net!Works platform, as a representative of the networking sector, promoting public and private investment in R & D for networking research. By packaging and communicating the key messages defined by the Net!Works Steering Board and working groups, it directly supports the three operational goals of the project to: • Increase the willingness of public and private bodies to invest in R & D in networking topics, by

• Informing decision makers on key messages, and

• Supporting consensus development in the networking community.



Through its well developed communication activities, NetWorld enables the Net!Works Platform to generate and leverage a high level of commitment from the Net!Works Technology Platform members and to make the platform an attractive and chosen option for organizations active in the networking domain who wish to take part in the further development of their sector in Europe. The platform offers a high level of personal networking possibilities for its members, demonstrating the benefits of being a Net!Works member and leading to increasing membership numbers. The constant dialogue with members at events and though electronic communication leads to increased awareness of the needs and priorities of members in the Steering Board and working groups of the platform.

3.2 The key messages of Net!Works

The key message and slogan of Net!Works is that “Networks are the heartbeat of a smarter society”. The slogan focuses attention on the key role of networks in enabling modern society to function. Daily life already relies on access to computer systems and applications via networks and in the coming years, it seems inconceivable that solutions could be developed to the Grand Societal Challenges of the ageing population, climate change and the provision of efficient transport systems that do not rely on real time communications to support their operation. In fact, it is the very availability of new communications networks, both wireless and wired, that create the hope that large scale societal challenges can be effectively addressed to the benefit of all citizens in the European community and beyond. As new solutions are developed generating more traffic on communication networks, the need for the evolution of the networks themselves to cope with increased demands on their capabilities will become apparent. Net!Works draws attention to the need to start the research on concepts for new networks right now, in parallel to the work of promoting the use of the currently available networks to the application sectors.

The support of the development of the key messages in the first reporting period by Net!Works, with the support of NetWorld CA, is described in full detail in Deliverable 2.2 Topics for Communication.

3.3 The target audience segmentation

A key element of the NetWorld communications plan is the definition of the target audience for the communication. The segmentation of the target audience enables differentiated messages and communication channels to be developed relating to the particular interest and needs of each target segment.

The target audience for Net!Works communication has been segmented into three main categories:

• Policy makers, such as European, national and regional parliament and public authority members, with particular emphasis on those active at European level, and other organisations actively contributing to the development of policy,

• The 800 Net!Works member organisations, including industry (large industry and SMEs, including operator, systems manufacturers and service organisations), academia and research organisations,

• European based organisations and professionals active in the networking sector and application sectors which will require the support of networks in coming years, including industry and research focussed organisations.

We aim to focus our communication on the segments listed above. Additionally, all of our material is publicly available to individual citizens through our web site.

A range of communication messages and approaches have been developed to reach the target audience segments. They are summarised in the following table.



Audience segment

Objective of communication

Key communication channels

Policy makers To create awareness of the crucial role networks increasingly play in enabling modern society to function in a sustainable manner.

To create awareness of the need for and advantages of continued public and private investment in the networks sector in Europe

To highlight the achievements of the sector in job creation in the overall economy based on past public investments in Framework Programme collaborative projects

To create awareness of positions developed by the Net!Works Platform (e.g. on Horizon2020, energy, transport and health sector position papers)

To develop a dialogue with key decision makers

Face to face meetings with key individuals

Mirror Group face to face meetings with national and regional government representatives

Brochures and position papers summarising key messages, packaged for a non-specialist audience

Presentations and exhibition booths at events attended by decision makers

Mail shots to all MEPs of our key brochures

Invitations to key individuals to address conference sessions we organise

Videos made to promote our key messages and available on our web site

Liaison with other organisations (other ETPs and industry and research organisations) to align messages and events increasing their impact.

Net!Works member organisations

To create transparency in the messages and activities defined by the elected Net!Works steering board and its working groups

To empower members to take part in activities by supporting an active dialogue via a range of media channels enabling them to leverage the large membership to contribute to policy definition at European and national level

To show that our activities are relevant to the future development of member organisations, encouraging them to make input on their expectations

Face to face meetings organised for members in general (Networking events focused on proposal preparation, general assemblies, working group meetings) as well as steering board and expert group meetings

Web site with a wide range of material in video and text format, and a library of our publications

Printed newsletters, brochures, position papers, the Strategic Research Agenda and white papers

Exhibition booths at key sector events with new up to date posters created for each stand

Give-away items highlighting our key slogans at booths, distributed at events

Special sessions and individual invited or proposed presentations at conferences focused on topics defined by Net!Works, including technical sessions and sessions for the non-specialist



and constraints. We focus particularly on capturing the needs of SME members through regular surveys.

To show the positive, constructive and open spirit in the activities we organise to members.

LinkedIn network for maintaining contacts

Non-member organisations and professionals

To create awareness of our messages and activities in the ICT sector and in application sectors such as energy, transport and health

To demonstrate that we empower our members to work together, to achieve common goals through a consensus based approach to position development

To create awareness of the advantages of membership and to encourage organisations to join as new members

Placing of Net!Works printed material in the participant conference bags for major events in our sector and related sectors,

Mailing list for non-members,

Web site, printed material,

Specific position papers for the individual sectors of energy and environment, transport and health

Presentations at major events highlighting the activities and messages of Net!Works and the benefits of membership.

Table 2.1 Channels to reach the target audience segments

4 Packaging our messages for effective communication The messages of Net!Works to its target audience segments were developed by the NetWorld CA project participants, particularly the WP 1 and 2 participants, based on the discussions and directions defined by the Net!Works Steering Board and expert Groups. The objective of WP 2, and of the Communications plan, is to package the messages in a range of media formats and to prepare them to presentation to the target audience using a variety of media channels. This chapter of the Communications Plan report describes how we packaged the messages into a range of media formats communicated via a range of communication channels.

4.1 Methodology used to package messages

The first task in the packaging of our messages was to define a new corporate image and identity for what used to be called the eMobility platform. This was undertaken in the quarters 3 and 4 of 2010. The following method has been used to develop each component or set of components in our packaged material:

• Based on the project plans to develop specific package elements or on request of the Steering Board, a WP level brainstorming discussion is held to discuss how to refine and prepare a message for communication to a specific target audience segment. When relevant, a project level brainstorming session is organised for the same purpose. The ideas proposed in the brainstorming meeting on potential ways to treat the material are noted.

• Following reflection on the options, a decision meeting is held in the WP to define how to present the message in a format understandable to the target audience, and which media and communication channels should be used. Text drafts are requested, received or developed and



refined. Text drafts and storyboard outlines are circulated to the NetWorld project participants for consideration and their feedback is collected in our regular project voice conferences. Text drafts are finalised.

• Design and production work offers are requested and an initial meeting is held with the designer, video team or web page programmer, depending on the topic and format to be used.

• The design and production work is commissioned and conducted. Meetings with the design and production contractors are held as required to compete the work to the desired professional standard. Drafts are proof-read and edited before final approval is given for printing or publication.

• Material is produced and published on the web site or distributed as printed material using the communication channels we have chosen. All of our material is available on our web site to the general public as well as to platform members.

4.2 Communication channels selected to promote packaged messages

We selected a range of communication channels to promote our packaged messages to our selected target audiences. We focus on the latest communication channels, including the use of video, to reach our target audience segments, with our key messages. Our chosen communication channels include:

• Organising frequent face to face meetings with the target groups, from individuals up to complete workshops and conference plenary sessions which we organise,

• Promoting our messages to members at regular meetings of Platform members, such as Steering Board, Mirror Group, Expert Group, members networking meetings for Calls for Proposals, our General Assembly meeting and workshop meetings,

• Organising exhibition booths at relevant conferences and workshops at which we distribute our printed material and give-aways, promoting our image and soliciting new members to join,

• Presentations on our objectives and activities as invited presentations in many conferences and special sessions in conferences,

• Financial sponsorship of the FuNEMS Summit and our role as plenary session organisers,

• Maintaining an up to date and attractive web site,

• Preparing videos promoting our positions and activities,

• Maintaining an online library of publications available through our web site,

• Preparing give-aways printed with our logo and messages for distribution at exhibition stands,

• Maintaining our LinkedIn network to help members stay in touch,

• Preparing printed attractive, full colour A4 flyers and position papers as well as meeting invitations printed on a variety of card formats (e.g. heart shaped card, postcard format card),

• Our white papers describing topics for future research,

• Our annually published Strategic Research Agenda presenting our priorities for future research investment

• Our distribution of printed material at a wide range of conferences and workshops.



4.3 Objectives of developing a new corporate identity

The definition of a new corporate identity for the eMobility platform had been planned as part of the NetWorld CA proposal preparation. The redesign of the corporate image was considered necessary in order to:

• To broaden the scope of the platform,

• taking it from a focus on the mobile network segment to one covering the broad communications networking sector, including the fixed, mobile and photonic communications communities

• To make it easier to communicate our main messages and activities

• to application sectors, such as the energy, environment, transport and health sector organisations, and to

• representatives of policy making public bodies, such as the European Parliament and the national authorities

• To improve the support we give to our members, by

• involving them interactively in Net!Works activities through electronic media and increasing their identification with the platform, by

• informing them of all activities we organise in the platform, and by

• bringing them together to collaborate and network in meetings and in electronic fora.

One of the first tasks we faced was that of reconsidering the eMobility brand, analysing the target groups and the environment of communication network research, and based on this analysis, defining an updated brand for the platform.

4.4 The definition of the new name, brand and slogan

During brainstorming full day workshop of the Steering Board, held on 15th September, 2010, the steering board members defined the initial key messages of the new platform, as follows: • ICT has an essential role in enabling other sectors, such as the transport, health and energy

sectors, to address the Grand challenges enhancing economic growth, and that

• Multi-disciplinary research is required,

• New network solutions and concepts are needed to support the needs of the new vertical application users, while

• Europe still leads in communications infrastructure, and

• Research on network issues is needed to maintain and extend this lead.

The next step was to find a new name for the Platform. A small group consisting of 2 persons from the working group leader, 1 person from the advertising agency and a marketing consultant started a series of brainstorming sessions, using the following work process: • brainstorming on names reflecting the platform objectives,

• brainstorming on the characteristics of the desired first impression of the people when they first hear the name,

• reflecting on related words and phrases that evoke the desired impression,

• playing with combinations of various words and partial words,

• reviewing the list of proposals in face-to-face meetings and phone meetings of the project coordinators,



• internet searching to check the list of proposed names for trademark and domain name restrictions, finally

• presenting the results to the steering board for final decision,

Reflecting on the initial key messages of the steering board, the creative group came to the opinion that the words ‘net’ and ‘connecting’ are reflected the content of the messages, in their first brainstorming session. Out of a long list of proposed names, including iNet, eNet, eNets, eNetz, eNext, Networld, you Mobility, U-Net, Your net, connect-you, you connect, weNet, eConnect, allNet, e-Mesh, connecttoo, connect to, our Net, !Net, connect2, mynets, nets4you, and !NetWorks, the name

Net!Works was developed during the steering board following a proposal by a Steering Board to move the “!” in the proposed name !NetWorks. All agreed on the use of Net!Works as the new name. The finished design for the new name is shown in Figure 4 below.

Figure 1 The new Net!Works logo It represents a play on the words “Net” as a commonly used abbreviation for the word networks, and also in the sense of personal contact networks and on the word “work”, in the sense of something with works functionally, and the combined words indicate that networks work, both in terms of telecommunications networks and in the sense of personal contact networks. Net!Works enabled the development of individual personal contact networks through the meetings and working group activities it organises and through the LinkedIN network it runs. After setting the name a new series of brainstorming sessions in order to create the advertising key slogans which should: • give a credible impression of the platform

• emphasize a phrase through which Net!Works wishes to be remembered

• make the target groups feel the need "to be part of the group”

• make the technical world seem “warmer”

• be hard to forget - it should stick in peoples memory, whether they like it or not.

The list of proposed slogans resulting from the brainstorming sessions was: • Smarter Society

• Cross sector collaboration

• We want to stay ahead

• Yes we can change



• Share success to all

• Join forces

• Share your experiences

• Share your success for all

• Share your experience for success for all!

• Connect your success to innovation for society!

• Bringing your success to innovation for society!

• Staying Ahead!

• Connecting you to innovation for society!

• Connecting transport for a smarter society!

• Energizing Europeans through networking

• Rationale for investment in network R & D

• Shared success for all (distributed/dilution of power)

• Join forces for success

• Address SME and academic community

• Social networking is based on networks

• Sharing experience is enabled by communications

• Let’s get the ball rolling

• You can get the ball rolling

• Together we can get the ball rolling

• Connecting Europeans - Let’s get the ball rolling

• Let’s trigger innovation for a smarter society!

• You can trigger innovation for a smarter society

• Together we can trigger innovation for a smarter society

• Let’s strike together for a smarter society

• Let’s stick together working for a smarter society

• Let’s connect Europeans for a smarter society

• Let’s trigger innovation to net the Europeans

• Develop your understanding for a smarter society

• Network solution for challenging society

• The heart of smart society

• The pulse of the smarter society

During the steering board brainstorming session and in the following meeting of a smaller group of the working group leaders several slogans were proposed and discussed. In the end all participants agreed on the two main slogans for the new platform image: “The heartbeat of a smarter society!” and “The exciting world of Net!Works”.



In practice, the slogan “The heartbeat of a smarter society!” is the one which most people remember and it is used exclusively as the slogan of Net!Works.

In parallel to the work of defining the new name and key slogans, the process to find suitable advertising and public relations agencies was started. Two different briefings describing the platform, the objectives, the key target audiences and the tasks to be undertaken by the agencies were drafted and communicated to the agencies. Based on the quotations, face-to face meetings and first creative ideas of the agencies, the PR and the advertising agency “Visuell” was chosen by NetWorld project participants. The paper work to incorporate them into the supplier system of Ericsson was completed to allow the work to be ordered. Visuell, the design agency, developed 3 different design lines which were presented at a meeting of the NetWorld CA project participants in Brussels. The design chosen by the group is based on a mix of the logo which is clear, with black text on a white background standing in a box, reflecting the technical aspect of Net!Works and combined with emotional photos showing everyday situations reflecting the nature of society, as it is today. The main style elements of the design are boxes to highlight important text parts or messages, vertically standing text areas and constant changes of the type size to catch the viewer’s eye and attention. The design agency was asked to develop of a visual expression of Brand Elements and to ensure that the design concept includes the following elements:

• Visual formulation of the logo and its additional components and guidelines for logo application

• Definition of brand and design colours, typeface for headlines and body copy, layout style, imagery style

• Visual/cultural check of the brand elements for the US, European and Asian Market.

The existing identity elements should be checked and either optimized or re-developed as required fulfilling the brief. The designer developed: • A logo and associated components,

• A new design for the web site,

• A new Powerpoint template design,

• A new design and layout for our newsletter,

• A new design for posters,

• A new design for flyers and our key messages brochure.

Based on the new corporate design rules, the following advertising material was drafted, design and production commissioned and the material created for launch event on December 14th, 2010: • a webpage, set up as a content management page with a range of tools to make the page

lively and attractive, such as boxes for highlighting videos, important news and an extra area to enable users to go directly to the social networking pages Net!Works,

• a two page, full colour, A4 Key message flyer,

• three separate full colour A4 position papers showing on how Net!Works can contribute to solve Grand Societal Challenges,

• a newsletter with the theme “The Innovation Union” presented in an interview with Luis Rodríguez-Roselló EU Commission, Director (a.i.) Converged Networks & Services, organised together with the project officer,

• PowerPoint slide templates,

• Two posters pointing out the change of name from eMobility to Net!Works, and

• a give away “heating heart” – a catalytic pocket warmer in the shape of a heart and printed with the new Net!Works logo.



The new design line was first time presented at the Future Internet Assembly in Ghent in December 14th 2010 to a conference participation of over 700 individuals as an announcement, as printed material in the participants’ conference bags and at the exhibition stand of the platform.

4.4.1 New web site design and programming

As part of the brand renewal, the web site was completely redesigned and re-programmed, to reflect the new look and feel of Net!Works. The web site was programmed in Typo3 to enable a high level of security and advanced features to be available on the site. Also, a new domain name was reserved and used to ensure consistency in the overall communication. The new domain name is: http://www.networks-etp.eu/

At the time of the re-launch of the eMobility platform as the Net!Works platform on the 14th December, 2010, the home page of the redesigned web site was as shown in the screen shot below:

Since the initial launch of the new web site on 14th December, a range of new features have been researched, programmed and incorporated into it. The layout and content of the page has been reviewed and modified on a monthly basis, in an iterative process, that has resulted in the current home page having a very high standard. Voice conferences between project participants have been held regularly to review each page of the web site and define updates and further developments. We have received many positive comments on our web site from members and non-members alike.

The major new features added to the web site since December 2010 include:

• A carousel at the top of the page, regularly updated to highlight coming events and new publications,

http://www.networks-etp.eu/



• A carousel on the lower right of the page showing pictures of the Steering Board members and highlighting the representative nature of our elected Steering Board members, who come from large industry, manufacturer and operators, leading academic institutions and developing small and medium sized enterprises (SMEs).

• A Tag Cloud on the upper right hand side of the home page providing instant links to pages on particular topics of interest to members,

• Re-arranged boxes and text sizes to make it easier to get an overview of the content of the site and to make it easier for users to notice new information,

• The content of all of the sub-pages has been improved and greatly increased,

• An archive of all publications of the platform has been created in the publications area so that all publications are available in one place and can be easily found by users.

• Professional pictures of all Steering Board members were solicited from them or taken by a professional photographer at the June 2011 Steering Board meeting in Warsaw.

• Since we have re-launched the web site, we regularly update the “featured video” section to highlight publicly available videos of events which we think will interest our members.

4.4.2 PowerPoint template

A new template was developed to reflect the new design and corporate image and used for presentations in Ghent and all subsequent meetings. The new slide templates, developed for the re-launch, are shown in Figures 4 and 5 below. The images used in the slide templates were since updated as the Christmas images could only be used around Christmas time.

Figure 2 The Net!Works title slide template in December 2010



Figure 3 The Net!Works slide template in December 2010 The template has been further updated with new images in recent months as the Christmas images are only suitable for use in quarter 4.

4.4.3 Videos produced for Net!Works publication

In order to make our messages easier to understand, we have defined the content of and recorded a series of video interviews for publication on the Net!Works web site. We have organised that a video company provided a cameraman and soundman for recording Net!Works video material at the FuNEMs Summit in June in Warsaw. The following topics for videos were defined, the agreement of the people selected for interview was requested and received, and the interviews were scheduled and recorded as follows:

• A range of interviews with industry leaders attending a panel session were recorded (Senior mangers representing AlcatelLucent, Ericsson, Interroute, NokiaSiemensNetworks and NGMN),

• A video highlighting reasons to join the platform was recorded,

• An interview on Smart Cities between Steering Board members was recorded,

• An interview on the new SRA was recorded with the Chairman of the Net!Works Expert Advisory Group,

• An interview with the Net!Works Chairman on the objectives and activities of the platform was recorded

• A video giving a general introduction to the FuNEMS Summit 20th edition was recorded.

All of the above videos are currently being edited and will shortly be released on the web site. They will all be available before the first project review, planned for 16th September, 2011.

4.4.4 General flyer and positions papers

A set of brochures on application areas was developed and presented at the re-launch event on December 14th in Ghent. They have since been re-printed several times distribution at conferences and other events.



The key messages brochure for the platform was drafted to promote the messages defined by the Steering Board on September 15th, 2010. It has been produced in several versions with different images for distribution in a range of events.

4.4.5 Newsletters

In order to keep the Net!Works audience up-to-date and connected with information about major developments and topics in the ICT area, news on the Net!Works Technology Platform and major events, newsletters are published regularly during a year. They usually are aligned with major events so a large audience can be approached and a high level of dissemination can be reached. A newsletter on the theme of Smart Cities was produced in two versions and distributed at a range of events. Articles were requested from MEP Mrs. Catherine Trautman, former Lord Mayor of Strassbourg, and Mr. David Carter, member of Manchester City Council and leader of a range of EuroCities projects in the CIP Programme. Printed versions of the newsletter were distributed at all key events in the ICT area attended by Net!Works CA Consortium members and Net!Works Steering Board members. All newsletters, current and past, are also available to view and/or download on the website.

4.4.6 Posters

Posters with the new Net!Works logo and style were produced and are extensively used at all events where Net!Works is represented by an exhibition booth or poster.

4.4.7 Give-aways

We selected heart shaped pocket warmers, printed with the Net!Works logo for distribution in winter 2010 and packets of heart shaped jelly sweets, printed with the Net!Works logo for summer 2011. The give-aways, particularly the pocket warmers, attracted a lot of people to come to our exhibition stands and engage in a discussion about the objectives and activities of Net!Works. They proved to be a very useful aid in attracting people to our stand, who then decided to join as members.

4.4.8 “Social Net!Working” established on LinkedIN

A LinkedIn network for Net!Works was established and publicised to our members. Members and non-members can join it by clicking on the LinkedIn link on the upper right of the Net!Works home page at: http://www.networks-etp.eu/home.html .

5 Communication already undertaken

5.1 Launch of the new image, name and corporate identity

The new name and corporate identity were launched at the Future Internet Assembly in Ghent, Belgium on 14th December by DG-INFSO Director Mario Campolargo. See Deliverable 2.3 for a full description of the re-launch event. The new key messages flyers, position papers, poster layout, slide template, web site and give-aways were launched in Ghent.

All Net!Works Technology Platform members were informed about the new name in an email to ensure that the information really reaches all members at an early stage and to avoid confusion.

http://www.networks-etp.eu/home.html



5.2 Communication events, meetings and publications completed and planned for the second reporting period

Event name Date of the

event Role of NetWorld

Objective of the communication

Meeting with DG-INFSO Director Megan Richards

12 July, 2011 Brussels, Belgium

Organiser Discussion of our key messages with key member of the European Commission

Meeting with MEP Evžen TOŠENOVSKÝ

12 July, 2011 Brussels, Belgium

Organiser To communicate our CSP/FP 8 position to an MEP

11th International conference on ITS Telecommunications - ITST2011

23-25 August, 2011 St. Petersburg, Russia

Net!Works will presents two presentations and have an exhibition booth at the event

Awareness creation to non-members, particularly aimed at non-EU member states

Kongress Lebenswelt Elektromobilität

9-10 September, 2011

Net!Works will distribute printed material at the event

Awareness creation to non-members from the electric vehicle sector

ECOC Congress 19-22 September, 2011

Net!Works will have an exhibition booth at the event, shared with the Photonics 21ETP

Awareness creation to non-members from the photonics communications sector

ETSI Future Network Technologies Workshop

26-27 September, 2011-07-21 Sophia Antipolis, France

Net!Works has submitted a paper which has been accepted for presentation

Awareness creation

Net!Works General Assembly

5 October, 2011

Organiser Election of new Steering Board members and presentations and discussions on new positions

Future Networks 8th FP7 Concertation Meeting

6-7 October, 2011-07-21 Brussels, Belgium

Net!Works made a short presentation on progress and plans for SRA V 10

Awareness creation and solicitation of active new members

WWRF Meeting 27 18-20 October 2011, Düsseldorf, Germany

Net!Works distributed printed material at the event

Awareness creation

ITU Telecom world 24 – 27 October 2011 Geneva

Dr Fiona Williams was aTPC member

Awareness creation



Switzerland for this event Net!Works Newsletter publication

25 October, 2011

A new edition of the Newsletter was produced on the FI-PPP for distribution at the FIA in Poznan

Update the networks community on past and future events

FIA Poznan 25-26 October 2011 Poznan Poland

Net!Works had an exhibition booth at the event

Awareness creation, new member solicitation

Intelligent Cities EXPO

08-10 November 2011, Hamburg Germany

This event relates to Net!Works on the Smart Cities white paper

Joint Mirror Group Meeting

29 November, Brussels, Belgium

Evening event organised in Brussels by Net!Works in co-location with an ISTC meeting.

Communication of our messages to national and regional representatives

Net!Works Newsletter publication

9 May, 2012 A new edition of the Newsletter will be produced for distribution at the FIA in Ahlborg


Net!Works Success stories flyers publication

9 May, 2012 New success stories flyers will be produced for distribution at the FIA in Ahlborg and at FuNEMS in Berlin

Highlight success stories resulting from network domain projects.

FIA 9-11 May 2012 Aalborg, Denmark

The theme will be "Smart Cities and Internet of Things" Net!Works will have an exhibition stand at this event.




Net!Works Newsletter publication

4 July, 2012 A new edition of the Newsletter will be produced for distribution at the FuNEMS in Berlin.


FuNEMS2012 4-6 July, 2012 Berlin, Germany

Net!Works is the main financial sponsor of the event. NetWorld project members are part of the TPC and Steering Committee for the event, actively organising plenary sessions. Net!Works will have an exhibition stand at the event.




6 Plan for future communication

6.1 Publications scheduled for coming months

Publication Name Date of planned publication 2nd Success Stories flyer highlighting fixed network success stories

November/December, 2011

Video material recorded in June 2011 July to December, 2011 Position papers on selected topics for Horizon2020 as required

January and February, 2012

Net!Works Newsletter April, 2012 Further success story flyers April, 2012 Net!Works Newsletter July, 2012 Strategic Research Agenda Version 10 June, 2012 White papers on technical issues June, 2012

6.2 Events planned for coming months

Meeting name Date and location Net!Works role Objective Joint Mirror Group Meeting

29 November, 2011Brussels, Belgium

Evening event organised in Brussels by Net!Works in co-location with an ISTC meeting.

Communication of our messages to national and regional representatives

Concertation meting

13-14 February, 2012Brussels, Belgium

Net!Works will make several presentations and distribute printed material

Awareness creation on our activities, community building and solicitation of new members

Meetings with MEPs and Commission officials

December 2011 to March 2012 as appropriate

Net!Works plans a series of meetings with MEPs to discuss members views on Horizon2020, following publication of the programme description in early December 2011.

Communication of our messages to MEPs

WCNC 2011 1 April, 2012, Paris, France

Net!Works has organised an panel session accepted for the event


FIA 9-11 May 2012 Aalborg, Denmark

The theme will be "Smart Cities and Internet of Things"Net!Works will




have an exhibition stand at this event.

TridentCom 2012 11-13 June 2012 Thessaloniki, Greece

Net!Works will distribute material at the event


FuNEMS2012 4-6 July, 2012 Berlin, Germany

Net!Works is the main financial sponsor of the event. NetWorld project members are part of the TPC and Steering Committee for the event, actively organising plenary sessions. Net!Works will have an exhibition stand at the event.


6.3 New methodology for finding and publicising success stories

In October, 2011, NetWorld CA defined a new methodology for finding and publicising success stories. The key features of the methodology, described in a separate report, are as follows:

1. Members are requested to submit success stories related to ongoing or completed projects once per quarter by email.

2. Input received by the quarterly deadline is assessed for quality and suitability for publication on our web site or as part of a flyer by at least two project members of NetWorld CA.

3. All senders of success stories receive feedback on their submitted proposals.

4. Further information is requested from those submitting success stories considered likely to be suitable for publication.

5. New entries for the home page of our Net!Works web site are prepared highlighting the selected stories.

6. If sufficient material is available to fill a new flyer, the material will be compiled into an A4 sized flyer highlighting a group of success stories.

7. The printed flyers are distributed at our exhibition stands (e.g. FIA2012 in Ahlborg or FuNEMS2012) and distributed to MEPs and Commission officials as appropriate at meetings, workshops and via mail.

8. A pdf version of the flyer is made available on the Net!Works web site, first on the home page and later on the publications page.

9. The process is repeated quarterly in quarters 1, 2 and 4 until the end of the project in August 2012.

7 Growth in membership of the Net!Works Platform Following the launch of the new name and corporate image in Quarter 4,2010, new members joined the platform in increasing numbers, as is clearly illustrated in the graphic below. The new name makes the focus and content of our activities clearer to potential new members and our new



web site and brochures present our key messages in a format which potential members can understand in a presentation of less than 5 minutes. At the Steering Board meeting, held on June 15th, 2011 in Warsaw, the breakdown of members into categories had shown the following growth since quarter 1, 2010:

2010-1 2010-2 2010-3 2010-4 2011-1 2011-2 2011-3 Research 246 252 252 269 283 301 304 Industry 125 129 132 136 138 141 145 SME 251 257 261 274 289 298 298 Other 27 28 26 46 52 58 60 Total 649 666 671 725 762 798 807

Membership development 2010-2011

0

100

200

300

400

500

600

700

800

900

2010-1 2010-2 2010-3 2010-4 2011-1 2011-2 2011-3

Research

Industry

SME

Other

Total

At the end of November, 2011, we now have over 800 members and membership is still growing steadily.

8 Conclusions The definition of our new name, corporate identity and logo and the packaging of our new messages in a range of media, communicated through a range of channels has proved an effective means of packing and communicating our messages. The growth in membership following the launch of our new image is a clear indication of the success of the new image. Feedback from policy makers on our new CSF position paper and our Success Stories brochures suggests that the promotion of Net!Works positions on these issues will contribute to policy positions and public funding decisions at European and National level in the coming months and years.

networld ca - cordis...exhibition stands at fia ahlborg and funems2012 and the implementation of a...

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