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
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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.
Version December 2018 2
Index 1 Overview and situation analysis ....................................................................................... 4
This project is co-financed by the European Regional Development Fund (ERDF) through the Interreg Alpine Space programme.
Version December 2018 16
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.
This project is co-financed by the European Regional Development Fund (ERDF) through the Interreg Alpine Space programme.
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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
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
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)
This project is co-financed by the European Regional Development Fund (ERDF) through the Interreg Alpine Space programme.
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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.
This project is co-financed by the European Regional Development Fund (ERDF) through the Interreg Alpine Space programme.
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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
This project is co-financed by the European Regional Development Fund (ERDF) through the Interreg Alpine Space programme.
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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
This project is co-financed by the European Regional Development Fund (ERDF) through the Interreg Alpine Space programme.
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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.
This project is co-financed by the European Regional Development Fund (ERDF) through the Interreg Alpine Space programme.
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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-
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
Table 11: Target groups defined by IDM Südtirol Alto Adige in September 2018
This project is co-financed by the European Regional Development Fund (ERDF) through the Interreg Alpine Space programme.
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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
This project is co-financed by the European Regional Development Fund (ERDF) through the Interreg Alpine Space programme.
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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
This project is co-financed by the European Regional Development Fund (ERDF) through the Interreg Alpine Space programme.
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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)