communication strategy - alpine space€¦ · communication strategy deliverable number 2.1.1 work...

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



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



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



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.



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).



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



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.



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



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.



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).



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.



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.



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



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)



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.

http://www.fontsquirrel.com/fonts/montserrat



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.



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



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)



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.



target groups contents updated

LinkedIn Experts related to bioeconomy


biobased products

Policymakers


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


biobaldes products


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.


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).




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


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


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)



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.



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



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



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.



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

http://www.alpine-space.eu/project-management/project-tools-resources/comm-material





https://www.alpine-space.eu/project-management/project-comm-material/project_website_manual.pdf

https://www.alpine-space.eu/project-management/project-comm-material/project_website_manual.pdf

https://ec.europa.eu/research/bioeconomy/pdf/ec_bioeconomy_strategy_2018.pdf



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




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”



PP 4: Bund für Umwelt und Naturschutz Deutschland




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




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




Forschungs- und Entwicklungseinrichtungen


Unternehmen & Dienstleister im Lebensmittelbereich


private Wirtschaftsverbände none-moderate moderate primary

Besucher/Bevölkerung none low secondary

Table 11: Target groups defined by IDM Südtirol Alto Adige in September 2018



PP 12: GZS CCIS-CAFE




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)



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



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



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

communication strategy - alpine space€¦ · communication strategy deliverable number 2.1.1 work...

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