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ChIMERA project ChIMERA is a unique and highly innovative European project. It highlights the Cultural and Creative Industries (CCIs) from the mediterranean area, by associating 11 partners from 7 countries.
This transnational cooperation aims to enhance the role of the CCIs as a valuable asset for our society, and creates sustainable growth for all involved countries.
ChIMERA communication plan goalsThe main goals of the ChIMERA Communication plan project is to establish a common thread for all communication campaigns.
The communication plan will help us to :
> Increase the awareness of the project to reach stakeholders and the branding of our project. > Create a dialogue among the Project Partners and the stakeholders; > provide opportunities for feedback from stakeholder groups; > share good practices and build interregional networks.
This deliverable document presents an overview of the communication strategy of the ChIMERA project.
To this end, different steps will be defined:
> Identification and development of communication objectives within the consortium. > Creation of a common communication plan among the partners.
Prerequisites for meeting the communication plan goals:
> Reaching project target groups with appropriate e-media and tools.> Creating an awareness of the possibilities the project may offer. > Ensuring that the target groups are involved in the project activities.
By respecting the following requirements:
> Precise definition of target, message and objectives. > Planned and synergistic use of the best suited tools to reach the target. > The ChIMERA project’s main goals will establish a common thread for all the communication campaigns.
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The ChIMERA project at a glance > Promotes Creative and Cultural industries through an European and innovative project > Develops European networks, transnational clusters and territorial synergies among companies, research centers, public authorities and civil society
ChIMERA description Co-financed by the Interreg Med Programme, ChIMERA is a unique and innovative European project that aims at enforcing innovation of Cultural and Creative Industries (CCIs) at European level through the development of transnational clusters, European networks and territorial synergies among companies, research centres, public authorities and civil society.
ChIMERA brings together a balanced partnership of public authorities, clusters, business agencies, chambers of commerce, innovation centres and universities from Albania, France, Greece, Italy, Portugal, Spain and Slovenia. ChIMERA partners aim to stimulate direct links and synergies among the CCIs actors at transnational & local level and elaborate strategies to develop innovative clusters or networks in CCIs.
This transnational cooperation aims to enhance the role of the CCIs as a valuable asset for the Med area and creates sustainable growth for all the countries involved.
ChIMERA goals:> Improve innovation capacities within the Cultural and Creative Industries, involving public and private actors > Build up and consolidate a transnational network of innovative CCIs clusters/ecosystems supporting innovation and internationalization in CCI fields of activity;> Outline, test and implement efficient innovation ecosystems/clusters models in CCI sector.
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ChIMERA action plan:> Sharing of local state analysis and best practices> Development of local strategies & transfer of tested models > Development of regional action plans and innovative clusters business plans as well as transnational schemes> Setting-up of transnational tailored services for CCIs clusters: trainings, international trade and brokerage events, financial opportunities and schemes, cooperation and networking;> Implementation of Regional Innovation Strategies on selected cultural and creative industries subsectors: audio-visual, image, design, digital craft, and digitalization.
ChIMERA expected outputs:
> 10 local Bootcamps > Several transnational and local Workshops> 10 local strategic action plans> 1 transnational operational plan> 10 cluster business plans> 12 services for internationalization & Innovation> 20 financial tools> 10 living labs & innovation projects> 10 transferability plans
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ChIMERA and Interreg Med prioritiesChIMERA aims at contributing to the Interreg Med priorities by promoting sustainable growth in the Med area by fostering innovative concepts and practices and increasing transnational activity of innovative clusters and networks of key sectors of the Med area.
Duration: 30 Months An estimated budget of 2,4 millions € 11 partners from 7 countries of the MED area Co-financed by the European Regional Development Fund
Partners: > Main partner organization: Friuli Venezia Giulia Autonomous Region | ITALY > Basilicata Region | ITALY > Creative Apulia Cluster | ITALY > Technology Park Ljubljana Ltd | SLOVENIA > Local Company of Initiatives and Activities of Malaga S.A | SPAIN > Chamber of Commerce, Industry and Services of Terrassa | SPAIN > University of Algarve | PORTUGAL > Region of Sterea Ellada | GREECE > French Riviera Chamber of Commerce & Industry | FRANCE > University Nice Sophia Antipolis | FRANCE > Ministry for Innovation & Public Administration | ALBANIA
Identification of stakeholdersIn order to ensure an efficient and targeted communication plan, the project’s stakeholders have to be identified and classified.
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Sectoral agencies > Regional development agencies supporting CCIs and other key regional sectors > Innovation agencies in charge of venture capital and the seeding of financing public support
Others > Ministries of economic development, culture and education, or innovation policies in general
Business support organizations > Chambers of commerce > Other business clusters > Incubators> Company development agencies> Private business angels and venture capitals for investor forums
General public > Communities concerned by the project activities
Interest groups > Cultural Organizations of NGOs > Artists > Creative individuals (not belonging to SME)
Higher education and research > Regional universities and research entities linked with CCIs clusters
Infrastructure and (public) service providers > Technology poles cooperating with CCIs companies or clusters
Local public authorities > Municipalities > Provinces and their departments of culture, economy, and industry
SME > Creative and cultural industries in clusters or not> ICT companies> Other strategic regional sectors
Regional public authorities > Authorities in charge of structural funds management > Departments involved in innovation
SWOT AnalysisChIMERA Project
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STRENGTHSWhat are the strenghts of your project?
• Large mediterranean scale: promote advertising • CCIs represent 3 % of Europe’s GDP and 3% of the total jobs in the European Union • Strategic sector of development and employment • Cross fertilization methodology
WEAKNESSESWhat are the potential weaknesses of your project?
What could be damaging or negative?
• Multi-sectorial themes: multiple messages and analysis to harmonize• Lack of cooperation between stakeholders/target groups• Lack of support needed to stimulate innovation, internationalization and cross fertilization
OPPORTUNITIES What communication opportunities are there?
Is there anything new, different, interesting or unique in your project that you could capitalize upon for publicity?
• CCIs are at the intersection of arts, business and technology• Social networks should be used to reach stakeholders and target groups • Multiple CCIs stakeholders create multiple communication channels • A balanced partnership of public authorities, clusters, business agencies, chambers of commerce, innovation centres and universities
THREATSAre there any potential threats that your project could face?
What might go wrong? How could this affect your communication
and PR activities?
• Broad variety of actors / different stakeholders categories to reach, It can result in a wrong communication strategy or message
Communication plan for the stakeholders> How does the ChIMERA Project benefit each stakeholder?> Which project goals should be fulfilled?
The communication plan’s purpose is to promote the ChIMERA project and tailor the right message to a target groups.
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GOALS KEY RECOMMENDATIONS
CompaniesSMEs, Sectorial agencies, Creative and cultural industries in Clusters or not, ICT companies
• Reach the BtoB and BtoC market• Achieve large-scale savings
• Networking to seek innovative & technical skills
Research centers Universities, technology clusters
• Develop an innovative model of cross fertilization for the CCIs• Expertise development
• Organization of open house days dedicated to the CCIs• Organize cross fertilization events such as living labs, seminars…
Public authorities Ministries of economic development, culture and education or innovation policies, provinces, municipalities, regional public au-thorities etc.)
• Increase the economic growth on the territory by developing the CCIs• Develop a strategic economy • Create a territorial identity
• Promote the CCIs: organization of events such as conferences, workshops, fairs..• Political impact : host influencers (politics, CEO, corporate executives, academics, investors, decision makers…) during the events• Develop a policy line, an action plan and support structuring projects
Business support organizations Chambers of commerce, business clusters, private business angels and venture capital
• Create and increase sustainable growth• Invest in a local business system• Support job creation in the CCIs field • Business community management
• Introduce the investors to the other stakeholders during CCIs events• Create an open platform to connect CCIs companies together• Identify and map all the CCIS actors for each area or sector
Civil society NGOs cultural organization, associations, artists, creative individuals, general public
• Develop creative and cultural projects • Increase business and social networking• Support CCIs values and ethics through activities, workshops, talks etc.
• Identification and recognition in the CCIs • Set up of website / social media accounts (to share CCIs activities and events)
Sectorialcommunication plan> What does the ChIMERA Project bring to each sector?
The ChIMERA project’s partners fall within different cultural and creative sectors.
Each partner has some features that should be specified, highlighted and linked to the general frame of the ChIMERA project.
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Audiovisual / Design / Image> Showcase and promote cinema industry > Develop the screen tourism sector> Encourage local business development and professional qualification> Develop Co-creation> Identify competences and value chain> Enhance territory attraction
Create a virtuous growth circle for the involved area
Multimedia / digital / gaming> Bridge and connect digital to creative and cultural sectors> Bring together arts and creativity through a technological cluster> Create a connection with regional higher education institutions: video games engineering faculty, cinema, photography, design, video, sound, theater schools> Encourage entrepreneurship, support creative managers in the framework of the ChIMERA project> Link the sector to other related art sectors: fashion, design, image, audiovisual
Architecture / Cultural Heritage> Value chain of the CCI sector> Enhance cultural, archeological and religious tourism > Contribute to tourism and SME innovation> Achieve sustainable development and growth of sub-regions such as remote areas with limited development alternatives
Music > Identify relevant actors: Classic orchestras, philharmonic music groups, music bands, music festivals, music conservatories and schools, recording studios.> Connect this sub-sector to digital and tourism activities in the region
Communication plan
Activities
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Social Media 2 ChIMERA existing Social Networks:
Facebook page:@ProjectChIMERACulturalCreativeCluster https://www.facebook.com/ProjectChIMERACulturalCreativeCluster/
Twitter:@ChIMERA_med https://twitter.com/ChIMERA_med
Linkedin: https://www.linkedin.com/groups/8585410
Youtube: https://www.youtube.com/ channel/UC1ZewsfPDiWfKsnPGVLubdg
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Social media marketing strategy:
Social media marketing represents the marketing strategy on social networks, With platforms such as Twitter, Facebook, LinkedIn and Youtube. Social networks are considered as a new medium, with its specificities: multifaceted, conversations, immediacy, speed of propagation. It is therefore imperative that this new medium can be mastered by the project. The aim is to achieve our marketing and branding goals. Social media marketing includes activities like posting text and image updates, videos, and other content that drives audience engagement.
With social networks, we can generate considerable online exposure of our project, allowing us to showcase our activities.
Social media marketing will help us to:> Increase website traffic;> Build conversions;> Raise project awareness;> Create a project identity and positive project association;> Improve communication and interaction with key audiences.
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Facebook strategy:Creation of the Facebook Page@ProjectChIMERACulturalCreativeClusterin order to:
> Increase overall exposure and awareness> Reach 200 likes for the page> Create a loyal and engaged community> Establish authority and demonstrate our knowledge, by showcasing our work and our in-depth knowledge of the subject> reveal our identity through the workings of our project
Post frequency: 2 post per week by the Lead Partner and Communication Manager. Each partner could have rights to publish and to report on their activities. Ask to P8 for the rights.
Audience: Companies, clusters, universities, students, researchers, public society, artistic, creative, cultural and innovative, communities.
Tips to improve your Facebook posts: Facebook is a casual and friendly environment. Thus, we have to pay careful attention to layout, and the visual component is a key aspect. We should keep the tone light and friendly, and keep the posts short. We should deliver strong messages with Facebook by including tags and hashtags. These two techniques are a great way to broaden our exposure, especially when working with other organizations & categorize your posts by topic. Example: @Partner #topic
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Twitter strategy:Users come to Twitter to talk about their passions, share their opinions and discover what is happening in the world, in real time. Since they are in a state of mind of discovery when they are on Twitter, they are willing to interact with new ventures or project.
Creation of the Twitter account @ChIMERA_med in order to Generate leads through all the major social networking sites.
This will help us to attract more stakeholders, who may be dazzled by the possibility to providing a personal touch, to building relationships and encourage loyalty. This is the social media marketing tool that will let us broadcast our updates across the web. We will follow tweeters on our or related fields, to enable us to gain a steady stream of followers in return. The objective is to follow 300 twitters and to gain 200 followers.
Post frequency: There is neither a perfect number of good Tweets per day, nor a perfect time for tweeting. Instead, one should focus on creating content relevant to one’s target audience, which reflects one’s business. Moreover, it is adamant to publish at a steady pace. Each partner who is posting about the Chimera activity has to invoke the tag @Chimera_med.
Audience: Companies; clusters; universities; researchers; institutions; artistic, creative;cultural and innovative communities.
Hints for improvement of Facebook Posts: Expand the audience by using @tagging & #Hashtag: Focus on keywords that relate to your business for the Hashtag
Keep the tweets short: a concise Tweet has more impact. Each Tweet should transmit a specific message, rather than trying to communicate more information. You may include a link to a blog post or a to website, if you need to convey a longer message. An ideal tweet is 100 characters.
Use pictures and a visual layout: adding an image, a video, or a GIF to your tweets will give them more personality, and generate a higher rate of engagement.
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LinkedIn strategy:LinkedIn is one of the more professional social media marketing sites. LinkedIn Groups is a great venue for entering into a professional dialog with people in similar industries, and it provides a place for sharing content with like-minded individuals.
Creation of the Linkedin group: ChIMERA Project - Cultural & Creative Clusters: https://www.linkedin.com/groups/8585410
The objective is to enable professionals working in the same industry, or with similar interests, to share content, find answers, to publish and view ads, to establish new business contacts and establish themselves as experts in the sector.
Post frequency: The Lead Partner and the Communication Manager should provide at least 1 post per month. Each partner should have right to publish rights.
Hints for improving our Linkedin group: Creating a group is an even more exciting undertaking, because thereby we can focus on the subject that we want to focus on, and the on profiles of the members who participate in the debates. However, this enterprise requires a substantial investment: once the group has been created, we will have to cope with the heavy burden of animating it.
> Give information: The success of a group lies in its ability to select information that may be of interest to its members. Indeed, our group is above all a source of information for the people who have registered. Their main expectation is to be made aware of the news that concerns the subject matter of the group. Therefore, we have to: perform regular monitoring related to the group’s theme, select the most relevant information, and relay this information to the group.
> Personalize the information: the second most important factor for success of a Linkedin group is its personalization. We should not just simply relay information, but also communicate around it.
> inspire interactions: this will require socializing and interacting with people in the group. For example, ChIMERA partners has been encouraged to join the group in order to:invite new members to introduce themselves, share content that believe is interesting, pose questions, comment on or like the posts of other members, regularly launch new invitations to the group so that the group will continue to grow.generate a higher rate of engagement.
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YouTube strategy:YouTube is the prime place for creating and sharing video content, and it can also be a very powerful social media marketing tool.
Creation of the YT channel: https://www.youtube.com/channel/UC1ZewsfPDiWfKsnPGVLubdg
YouTube brings many benefits to companies that decide to use if for communications. We can adapt our marketing strategy by communicating about our activities.
Evaluation to dowith horizontal projects
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Collaboration with TALIA for an efficient communication strategyTALIA (Territorial Appropriation of Leading-edge Innovation Actions) builds and develops the Social & Creative community of the InterregMED Programme by orchestrating the progress and results of individual projects within the Priority Axis specifically related to Cultural and Creative Industries on the one hand, and Social Innovation (Open Data, Social Entrepreneurship and Public Sector Innovation) on the other.ChIMERA will work with Talia to assess the effectiveness of a communication strategy so as to know whether the objectives have been met, which activities were successful and which ones should be improved or left aside.
We have to cooperate with the horizontal project in setting up a common evaluation grid and methods. This Evaluation of communication activities will be included in the global project evaluation.
Qualitative indicators example: > Satisfaction level of the activities implemented questionnaires for conferences, publications etc.) > Further analysis of web statistics: where are most of the hits (after a press article, conference, newsletter) > Quantitative indicators > Number of read publications, number of printed and actually distributed publications > Number of participants to events > Number of press articles
Communication branding informationand publicity rules
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The project needs to observe a series of obligatory publicity rules and branding guidelines for all their communication actions. These requirements are laid down in the Annex XII of the Regulation (EU) No 1303/2013 and the Annex I of the Commission Implementing Regulation (EU) No 821/2014.
EU and Programme branding illustrative elements have to be clearly and visibly displayed in all published materials and/or activities addressed to the public. These obligations stand for:
> printed publications: reports, promotional handouts> audio-visual: videos, audio podcasts, channels> digital or electronic materials (websites, web tools, videos, podcast, etc.)> events (e.g. on PPT presentations, agendas, bags and other conference material)> Stationary and office materials
The observance of these rules is critical for the co-financing of the communication materials.
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LOGOSAll communication materials developed by Interreg MED projects need to display the project logo provided by the Programme and when necessary add the reference to the European Regional Development Fund. Failure to do so will result in ineligibility of expenses.The following is not allowed:
> Disproportionate resizing> Rotation of the logo combination > Modifications as regards typography and colour> Changes between the different elements of the logo
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REFERENCE TO EU CO-FINANCING
All projects co-financed by the ERDF should be aware that the reference to the fund must appear on all promotional materials, if otherwise they will not be eligible.
a) Projects with partners from EU Member States only shall use the following sentence: «Project co-financed by the European Regional Development Fund»
b) Materials co-financed by the IPA (Albania, Bosnia and Herzegovina, Montenegro)
> No specific reference to the fund is necessary. The project logo is the only compulsory element in that it already includes the EU flag emblem and the reference to the «European Union» (as mentioned before)
POSTER | Kakemono
According to the Annex XII of the Regulation (EU) No 1303/2013, all approved projects should place a poster (of minimum A3 size) with information about the project including the financial support from the Union and the project logo, at least at the Lead Partner’s premises, at a location readily visible to the public, such as an entrance area of a building. The Programme will provide a Poster template available for download on the web platform. All projects should send a photographic evidence of this poster display together with the first progress report.
2,4 M €Project budget
2,1 M €ERDF / IPA
30 MonthsProject duration
CULTURE,CREATIVITY & INNOVATION !ChIMERA aims at enforcing
innovation of Cultural and Creative Industries at European level through
the development of transnational clusters, European networks
and territorial synergies among companies, research centers, public
authorities and civil society
Project co-financed by the European Regional Development Fund
Friuli Venezia Giulia Autonomous Region – ITALY
Basilicata Region – ITALY
Creative Apulia Cluster Association – ITALY
Technology Park Ljubljana Ltd - SLOVENIA
Local Company of Initiatives and Activities of Malaga S.A - SPAIN
Chamber of Commerce, Industry and Services of Terrassa – SPAIN
University of Algarve - PORTUGAL
Region of Sterea Ellada – GREECE
French Riviera Chamber of Commerce & Industry – FRANCE
University Nice Sophia Antipolis – FRANCE
Ministry for Innovation & Public Administration - ALBANIA
Project Partners
ChIMERA Innovative cultural and creative clusters
in the MED area
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PROJECT WEBSITE The programme will provide and host a complete ready-to-use website (calendar, document library, directory, tools, etc.)
PARTNER INSTITUTIONAL WEBSITE > All project partners should publish on their institutional websites a short description of the operation, as set forth in the Regulation (EU) No 1303/2013 (Annex XII, Article 2.2 paragraph 2.a).
> This description should be proportionate to the level of support, including its aims and results, and highlighting the financial support from the Union”. Partners should also include the project logo and the reference to the EU co- financing and, both set in a visible place and complying with the publicity rules herein detailed. A link to the project website in the Interreg MED platform should also be added.
EVENTS The project logo, as well as a clear reference to the EU co-financing has to be used on agendas, list of participants, related publications, promotion materials and presentations. (Regulation (EU) No 1303/2013). During the events, projects are encouraged to place the project poster or a project banner in a readily visible place.
PROMOTIONAL GOODIES Promotional goodies should be produced only if they meet strategic objectives and are linked to a promotion strategy. Only if it’s relevant, useful, creative and memorable for the promotion of the project. It is strongly recommended to produce green goodies having in mind the fewer the better. à All promotional goodies should be branded with the project logo and the reference to the EU co-financing.
PUBLICATIONS All project publications, including brochures, newsletters, studies, articles and others must include the project logo and the reference to the EU co-financing. When this is not possible, for example, in scientific articles, conference proceedings or other publications, projects should explicitly mention the contribution from the EU co-financing and the Interreg MED Programme.
Please consult the whole project rules onthe Interreg Mediterranean Website: http://interreg-med.eu
Project co-financed by the EuropeanRegional Development Fund