d 7.2 “dissemination plan and communication...

D7.2 “Dissemination Plan and Communication Tools”

ICT Policy Support Program

Grant Agreement ICT-PSP-250468

Disclosing the European Library on common visual historical heritage

D 7.2 “Dissemination Plan and

Communication Tools”

Deliverable Form

Project Reference No. Grant Agreement ICT-PSP-250468 – EURO-Photo Project

Deliverable No. D 7.2“Dissemination Plan and Communication Tools”

Relevant Workpackage: WP7 “Sustainability and dissemination”

Nature: Report

Dissemination Level: CO

Document version: Final

Date: October 2012

Authors: ANSA, LUSA, PAP

Document description: The document describes the dissemination activity of Work Package 7. It

covers the general plan of communication, communication objectives, target

audiences and timing according to project’s activities.

- D7.2 “Dissemination Plan and Communication Tools”

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REVISION HISTORY AND STATEMENT OF ORIGINALITY

Revision History

Revision Date Author Organization Description

1 October

2012

EURO-Photo

Dissemination

operational team

Partner Agencies Report

Statement of originality:

This deliverable contains original unpublished work except where clearly indicated otherwise. Acknowledgement of previously published material and of the work of others

has been made through appropriate citation, quotation or both.


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Executive Summary

The Work Package 7 answers for activities designed to disseminate information about

the EURO-Photo project to the broadest-possible receiver group. The more people know

about this European online photo-archive, the bigger will be the interest in the EURO-Photo

content in Europeana and the higher the sales of the archive’s historical images by the

agencies, providing sustainability of the project over the time. For this purpose the nine

agencies participating in the project have called up a Dissemination Operational Team, which

will co-ordinate the dissemination activities on the domestic and international markets.

In order to reach professional photography buyers and internauts worldwide with the

information about the project, the project partners have pinpointed the main target groups

and proposed the best communication channels through which the most crucial information

could reach persons and institutions with an interest in archival photography. The

dissemination activities will vary considerably. Besides employing their own news services,

the participating agencies plan to make use of online marketing instruments, involving the

consumers pilot groups and the Europe Direct Information network, also with a focus on web

2.0 instruments.

The dissemination activities will be scheduled in time to reach receivers successively and

from diverse sources. This will keep internauts abreast of the project and encourage them to

use the Europeana portal and the EURO-Photo one as well.

Dissemination activities has started at the beginning of the project and are expected to

continue during the whole project and after. These activities will intensify in occasion of the

portal’s start up when Europeana will have ingested pictures and will be ready to provide

internet users with EURO-Photo pictures (at the end of October 2012). Subsequently they

will be launched in regular intervals until the project’s closure in December, 2012 and

beyond. This systems will regularly remind potential users of European archival photography

about the EURO-Photo portal.

Each of the nine European news agencies participating in the project will do its best to make

EURO-Photo broadly known on their domestic markets and elsewhere. For this purpose the

agencies will exploit their contacts and previous experience in fielding broad-scale

information campaigns.


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Table of Contents

REVISION HISTORY AND STATEMENT OF ORIGINALITY ............................................................................. 2

EXECUTIVE SUMMARY ........................................................................................................................ 3

LIST OF TERMS AND ABBREVIATIONS ............................................................................................... 6

1. INTRODUCTION – THE EURO-PHOTO PROJECT ........................................................................ 7

2. THE PROJECT SUSTAINABILITY AND THE IMPORTANCE OF

DISSEMINATION/COMMUNICATION ACTIVITIES ............................................................................. 9

2.1 The Business Plan ....................................................................................................................... 9

2.2 The Dissemination Plan: the value proposition and communication goals .......................... 10

3. THE TARGET AUDIENCES ........................................................................................................ 12

3.1 European Citizens and Students .............................................................................................. 12

3.2 Professional Pictures Buyers .................................................................................................... 13

4. COMPARISON WITH MAIN COMPETITORS ............................................................................. 16

5. THE GENERAL PLAN................................................................................................................. 18

5.1 The two different paths ............................................................................................................ 18

5.2 The use of resources and impact assessment ......................................................................... 19

5.3 Weaknesses and strengths ...................................................................................................... 20

5.4 Timing according to project’s activities .................................................................................. 20

6 THE EURO-PHOTO COMMUNICATION TOOLS ............................................................................ 21

6.1 The EURO-Photo logo ............................................................................................................... 21

6.2 The project web site ................................................................................................................. 22

6.3 The EURO-Photo brochure ....................................................................................................... 23

6.4 The EURO-Photo multimedia presentation ............................................................................. 24

6.5 The EURO-Photo post cards ..................................................................................................... 25

7. DISSEMINATION ACTIVITIES IN PARTNERSHIP WITH EUROPEANA .................................... 26

7.1 Target 1: European Citizens ..................................................................................................... 26

7.1.1 Info & links to EURO-Photo website on Europeana site ............................................................. 27

7.1.2 Info & links to EURO-Photo website on Europeana partners sites .............................................. 27

7.1.3 Information about content and EURO-Photo project on eNews and Newsletters that Europeana partners send to their users, friends and members. ............................................................................... 27

7.1.4 Press realeases on Europeana partners and group sites ............................................................ 27

7.1.5 Information about content and EURO-Photo project on Europeana channels in social networking sites 28

7.2 Target 2: Students and teachers of elementary schools, high schools and universities ..... 28

7.2.1 Mailing and Multimedia Presentation ...................................................................................... 29

7.2.2 Europeana newsletter ........................................................................................................... 29

8. DISSEMINATION ACTIVITIES THROUGH AGENCIES .............................................................. 31

8.1 The “multiplier role” of news agencies ................................................................................... 31

8.2 Links to the project web site on partners’ ones...................................................................... 35

8.3 Partners’ newsletters and news services ................................................................................ 35

8.4 Participation in conferences and fairs: .................................................................................... 37

8.5 Target 1: all European Citizens ................................................................................................ 38

8.5.1 Info & links to Europeana website on EURO-Photo site ............................................................. 38

8.5.2 Info & links to EURO-Photo website on partners’ sites .............................................................. 38

8.5.3 Advertisement: online banners ................................................................................................ 39

8.5.4 EURO-Photo Multimedia presentation ..................................................................................... 39

8.5.5 The EURO-Photo channels in a social networking sites ............................................................. 39

8.6 Target 2: national and international media / other potential clients ................................... 40

8.6.1 Contact with professional journals in each country ................................................................... 41


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8.6.2 Press Release distribution to national press .............................................................................. 41

8.6.3 Contact with Publisher companies and Publisher Associations ................................................... 41

8.6.4 Communication Marketing Tools.............................................................................................. 42

8.6.5 Social Media Marketing ........................................................................................................... 42

8.6.6 Contact all industry associations such as CEPIC, PACA, BAPLA, BVPA, and be present in other

major events ....................................................................................................................................... 42

8.6.7 Other events .......................................................................................................................... 42

8.7 Communication activities for the launch of the EURO-Photo portal ..................................... 43


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LIST OF TERMS AND ABBREVIATIONS

WP1 Work Package 1: “Project management”

WP2 Work Package 2 “User need analysis”

WP4 Work Package 4 “Content selection and targeted digitalisation”

WP5 Work Package 5 “Cataloguing and metadata enrichment”.

WP7 Work Package 7: “Sustainability and dissemination”

ANSA, BELGA, DPA, EFE, EPA,

EXPSYS, LUSA, MTI, PAP,

SCANPIX

EURO-Photo project’s participants (9 national news

agencies and 1 and 1 technical partner)

ICT- PSP The ICT Policy Support Programme (ICT PSP) under the

Competitiveness and Innovation Programme (CIP) aims at

stimulating innovation and competitiveness through the

wider uptake and best use of ICT by citizens, governments

and businesses, particularly Small and Medium-sized

Enterprises

Europeana Europeana is a Thematic Network funded by the European

Commission under the eContentplus programme, as part of

the i2010 policy. Originally known as the European digital

library network – EDLnet – it is a partnership of 100

representatives of heritage and knowledge organisations

and IT experts from throughout Europe.

Dissemination Operational Team The team of agencies involved in WP7 in order to prepare

the communication plan


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1. Introduction – The EURO-Photo project

EURO-Photo is a project funded by the European Community in the framework of the ICT

Policy Support Programme (or ICT PSP) that “aims at stimulating innovation and

competitiveness through the wider uptake and best use of ICT by citizens, governments and

businesses.”

The EURO-Photo project aims at digitizing historical pictures – i.e. pictures from the

beginning of the 20th century to the middle ‘90s – from the archives of 9 leading European

News Agencies with the aim to make them publicly available via Europeana. The collection to

be digitized has been complemented with pictures already digitized in the past.

Targeted digitization, metadata enrichment and implementing interoperability with

Europeana are the main aims of the project. Pictures to be digitized has been selected

through a targeted approach, along major events and themes that end users will indicate as

relevant and aligned with Europeana priorities. Enrichment of metadata have been carried

out as well, complying with Europeana requirements, in order to guarantee the full

interoperability and successful usage by European end users.

Specifically, the project will focus on the targeted digitization and metadata enrichment of

at least 150.000 pictures respecting users' needs, Europeana themes and metadata

standards. Moreover, agencies will make available to European citizens through Europeana in

total about 1 million images already digitized and captioned, currently in historical digital

archives.

The general objective is to improve the quantity and quality of digital content available in

Europeana; the project will provide the European citizens with more insight in the differences

in European history, cultures, religions and viewpoints, so as to create mutual understanding

and supporting a united Europe.

This historical photographic digital archives of European news agencies represent a

common historical European heritage, in many cases declared national cultural heritage to be

preserved and promoted by national ministries of culture.

Before the EURO-Photo project this content was not fully available to citizens and in many

cases it could be considered as never published and known. In past communist countries a


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huge quantity of pictures was censored: a significant amount of these pictures are now

already available in digital format, others have been digitised during the project.

It is the first time that this kind of content will be accessible at European level and not at

only a national one.


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2. The project sustainability and the importance of

dissemination/communication activities

After the end of the project on December 2012, the partners will continue and keep on-

line the EURO-Photo portal. This implies costs that won’t be covered by EC funds anymore,

and as all partners involved are commercial / profit oriented organizations, they have to

guarantee the sustainability of the EURO-Photo initiative by commercially generated

revenues after the completion of the project.

In order to ensure the project sustainability, a business Plan has been pointed out and a

dissemination and communication plan has be carried out with the best effort of all partners.

2.1 The Business Plan

In order to design our business model, the EURO-Photo team started with a survey on

partners’ needs. After the first analysis, three different scenarios were considered and

discussed. First, design the EURO-Photo portal as a “showcase” where clients just might see

the available content; second, EURO-Photo portal as an e-commerce platform (payment

website for middle resolution images) and third as a mixed model offering the chance to the

clients to request any pictures of their interest.

After depicting positives and negatives points, and based on the need to reduce

operational costs due to the current market scenario, partners decided to start the portal as

a “showcase” linking the image provider and the professional user. After the first year, and

considering the results of the sales, partners could reconsider changing the initial model.

On EURO-Photo portal, clients will be able to see and search in our joint historical archive

and select pictures to purchase. All on-line customers’ requests will be managed directly by

the agency owner of the commercial rights or other third parties expressly authorized by

copyright owners.

In order to successfully manage the portal we realised that it was necessary to implement a

common operative framework reflected in a “EURO-Photo Multilateral Agreement” among


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agencies that will allow agencies to manage the portal after the end of the EU-funded

project.

In addition, with the purpose of reinforcing the business strategy and have the chance of

offer our historical archive to the current clients of the partners, several bilateral agreements

among partners has been created as well, in order to rule this relationships offering historical

pictures through agencies’ own distribution systems.

2.2 The Dissemination Plan: the value proposition and

communication goals

Dissemination activities, in conjunction with the business model, are crucial for the

sustainability of the project. Communication activities are very important to make the EURO-

Photo content visible in the Web and be reached by European citizens and potential

customers. The more people access the EURO-Photo website – through Europeana portal or

directly - more pictures will be sold and the easier we’ll reach self sustainability as a first

goal, and get relevant revenues after it.

According with EU Internet handbook, there are several steps in order to prepare a

communication Plan:

1. Determine goals

2. Identify target audiences

3. Determine resources

4. Identify key messages

5. Determine channels of communication

6. Budget

7. Evaluation (impact assessment)

In the following pages all these steps will be considered.

First of all, it is important to determine the market positioning and the value proposition

of the EURO-Photo portal and archives. It could be summarized in the following points:


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� Become the leading European Portal/archive for historical photo-journalism.

Whatever main historical event or personalities should be found there;

� Be the reference stock of images in mind for the worldwide media searching for

historical journalistic pictures;

� Turn up EURO-Photo portal as the meeting point for the 20th century events and

personalities.

The communication goals are:

� Increase the awareness about EURO-Photo project and Europeana initiative

among European citizens and professional pictures buyers (To become better

known)

� To be perceived as an European common historical cultural heritage

� To inform target audiences about the EURO-Photo value proposition and how to

buy pictures

� To increase the number of visitors in Europeana and EURO-Photo portals and the

selling of historical pictures


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3. The target audiences

Information about the project ought to reach a possibly broad target group.

The target audiences are just the same of the target users considered during the WP2

“User needs analysis”, both non professional and professional ones:

3.1 European Citizens and Students

With reference to the EURO-Photo content available through the Europeana portal, the main

targets of the communication plan are European citizens in general and student community.

European citizens, who have access to the web, in particular young people. They are

interested in high impact pictures on European common history, user-friendly and

multilingual access. For them, medium resolution of images is enough (simpler to download)

and they are not willing to pay. This target group is very wide (the 68% of European people

regularly use the Internet (at least once a week) - Eurostat 2012) and needs to be granted

general access.

Students (and teachers) of elementary schools, high schools and universities are

interested in high impact pictures on European common history, medium resolution of

images is enough (simpler to download) and privilege user-friendly and multilingual access.

They pay special attention to educational tools (accompanying texts, historical categories…)

and aren’t willing to pay.

Professional: Non-professional:

Newspapers European citizens

Magazines Students

Television channels Teachers

Websites

Book Publishers


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The use of the Internet has become very common for educational and scientific purposes.

EURO-Photo aims at becoming the main source for historical pictures through Europeana,

reliable and with a truly European point of view. A large number of schools and students are

potentially interested to this kind of service.

Considering these target groups, there is a large demand for on-line visual content, provided

that is easily accessible and the public is made aware of its existence.

3.2 Professional Pictures Buyers

For EURO-Photo website, the main targets of the communication plan are professional

picture buyers such as media, newspapers, magazines, book publishers and web

sites, which are mainly interested on historical precedents referring to anniversaries (for

example 40 years from the first man on the moon) or to current affairs (for example a

celebrity obituary). They need professional tools to search for and access high quality

images. In this case high resolution images are required and there is willingness to pay

licensing fees.

Broadcaster – The customers of agencies participating in the project include TV and radio

broadcasters and their online services. These are mainly news providers who lay weight on

high-quality photographic material. Each of the Consortium agencies is its countries’ main

news and photo material provider. The EURO-Photo portal will help domestic and

international media seek out archival material from all over Europe. The EURO-Photo search

engine allows locating pictures relating to even a single name or event simultaneously in the

archives of nine leading European agencies and is an excellent tool for photo-editors, who

frequently work under pressure and lack time to look through photo agency databanks.

Informing

All photo agencies have sales sections which contact customers. Photo-editors should be

informed about the details of the EURO-Photo portal by sales staff via e-mail or phone. This

will require a customer list on which agencies will be able to tick off media they have already

notified. The information campaign should begin with the portal’s startup.


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Newspapers - Worldwide, there are more than 14,500 paid daily titles (Source: World

Association of Newspapers 2012) and many electronic newspapers (on-line versions of city

newspapers), which started in the late 1990s, have expanded to the point that thousands of

the world's newspapers are now on the Internet. They are regular users of photo agency

material and agency staff spends hours daily seeking out the required images. In their

coverage of current events, anniversaries, celebrity deaths and sporting events photo-editors

frequently resort to archival photographs. The EURO-Photo databank is a unique, high-

quality collection of 20th-century pictures. Easy access, it will enable users to navigate

Europe’s photographic resources quickly and efficiently, and without having to search the

archives of national agencies.

Informing

The photo agencies participating in the EURO-Photo project are the main news providers in

their native countries and have contacts to photo-editing staff on leading national dailies.

Making the best use of this situation will require a customer list, the customers’ photo-editors

will also have to be informed about the project and encouraged to use the EURO-Photo site.

These steps should be launched with the startup of the EURO-Photo site.

Magazines – There are about 31,000 magazines in Europe (Source: World Association of

Newspapers, 2011) most of which are the Consortium’s frequent customers. Their photo-

editing staff often seeks images which compose well and promise to catch the reader’s eye.

The preference is for situational and everyday-life scenes; also in demand is coverage of

sporting or political events. Photo-editors frequently work with archival material which has

never been published, which is why they constitute a sizeable group of future EURO-Photo

website users.

Informing

Necessary will be a list of photo-editors from these magazines, next the photo-editors will

have to be informed about the startup and details of the EURO-Photo site by e-mail or

phone. This will be a job for sales staff, who contacts photo-editors daily. The information

campaign should start with the website’s startup.

Book Publisher – A total of about 525,000 new titles were issued by publishers in 2010.

European publishers held a total of close to 7.5 million different titles in stock, the countries

reporting the largest availability being the UK (3.4 million), Germany (around 1.2 million),


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Italy (almost 700,000), France (around 600,000) and Spain (over 400,000). The countries

reporting the largest new titles output 1 were the UK (151,969), Germany (84,351), Spain

(42,300), France (40,021) and Italy (36,856) (Source: European Book Publishing Statistics,

The Federation of European Publishers (FEP), 30 November, 2011). Book publishers are also

frequent customers of photo agencies. Publishers usually want different takes of one event

and spend quite some time searching agency archives for the right images, knowing that

good illustrations can raise a publication’s value. The EURO – Photo portal is a collection of

photographs documenting the history of 20th-century Europe. The EURO-Photo site’s topical

galleries will be useful to those who seek diverse European coverage of one chosen event.

Informing

Agencies must contact as many publishers as possible and encourage them to try out the

EURO-Photo portal. For this purpose, each agency should compile a list of publishers, who

will then be notified about the portal by e-mail or phone. This should be carried out by the

sales departments of the nine participating agencies on their home markets. The information

campaign should be launched with the startup of the EURO-Photo portal.

Web sites- The Internet is the leading tool on today’s information and business markets.

Institutions and companies who plan to go online need eye-drawing content, and this

includes pictures. The EURO-Photo portal will be an excellent source of unique and attractive

photographic material for all online entrepreneurs.


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4. Comparison with main competitors

The EURO-Photo portal is a broad scale project involving nine leading European news

agencies and their photo archives. The participating agencies are the main providers of

photographic and news material in their countries and therefore have sufficient experience

with the photography market. All participating agencies are doing their best to make the

EURO-Photo archive as competitive as possible by including pictures relating to major

European events. The main asset of the EURO-Photo archive is its high-quality press

photography, especially useful to editors seeking credible and unique illustrations for their

publications. Alongside Reuters and AFP, which has merged with Getty Images, the EURO-

Photo portal will be the third-biggest European photography archive and the only one

containing coverage of events from nine different perspectives.

Our technical partners are putting in much effort to make the EURO-Photo portal easy to

read. The search engine will be as problem-free and user-friendly as the one on the Corbis

site, its ‘simple’ and ‘advanced’ search options will be an excellent tool for users wishing to

save time.

Users will need no registration to navigate the EURO-Photo portal, which will save time. This

is especially good news for newcomers to the portal. Those of them who decide to buy

images will be directed via e-mail to the appropriate participating agency, which will enhance

good and partner relations between the agencies and EURO-Photo portal users.

Each of the mentioned agencies has a facebook or Twitter account. The agencies also place

films on YouTube. Some, like Corbis and Getty Images, run blogs. Today the web is a basic

communication tool, hence each of the nine agencies participating in EURO-Photo will include

links to the EURO-Photo site and inform about it on their social networking sites. This will

enable contact with a vast number of people already tied to press agency profiles, and help

win new users for the EURO-Photo portal and the participating agencies. Information about

the EURO-Photo portal will also appear on Europeana’s social networking profiles, in its

newsletter and on its website.

The EURO-Photo portal will start off in November 2012. Quantity wise about one million

images will be no competition for the 10-million-image Corbis or 80-million-image Getty

Images archives, however EURO-Photo will offer high-quality and authentic pictures


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illustrating main European events and people who have left their mark on 20th-century

history.

What makes the EURO-Photo project so unique is its availability for new agencies. That

means, the project is not limited to the nine already involved agencies and will be happy to

welcome new partners, who would like to present their photos under this project.


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5. The general plan

Through the EURO-Photo project, photos will be available for informational/educational

purposes at all levels (elementary school/high school/university). The broader European

public can make use of the free service and can gather knowledge on European history and

culture via Europeana.

Pictures will also be available to worldwide media and professionals through the EURO-Photo

service in high resolution for a fee.

5.1 The two different paths

Therefore, there are two different paths for dissemination activities in order to achieve

relevant targets both on the grounds of Europeana and a non-commercial usage of pictures

and professional users:

� in close cooperation with Europeana staff in order to involve as many users as

possible accessing EURO-Photo contents through Europeana.

Europeana is a global platform that we must use as a proper communication channel –

through its website and its regular communication channels and techniques.

Institutions involved in pilot users groups will also be involved in these activities, with special

reference to direct marketing campaigns to end users (schools, universities, cultural

associations) using their mailing lists. Europe direct network will be involved as well.

� through news agencies, using their own relations with the media and in general with

their customers, carrying out direct mailing and/or web campaigns in order to reach

media and professional users.

Thanks to agencies’ network and their multiplier role, information on EURO-Photo initiative

will reach both professional users and the general public. People will be reached in two ways:

� directly through agencies’ internet web sites and social media

� indirectly through media who could publish the information about the portal thanks to

agencies’ news services they currently receive.


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The project will be also presented at conferences held by European or International

organizations (i.e. CEPIC, EANA) in order to inform news agencies all over Europe and

propose to join EURO-Photo platform, which aims to improve the number of historical

photographic archives involved in the network.

5.2 The use of resources and impact assessment

In order to retain control over the dissemination of information about the project, the

participating agencies called up a Dissemination Operational Team made up of

representatives of the Consortium partners. The Dissemination Team will be responsible for

making the public aware of the content made available by the project. Furthermore, during

the project this team will be responsible for the dissemination of results between the

consortium partners. The Dissemination Team will determine which disseminating procedures

to undertake and which to reject. The knowledge and experience represented by the team

members will allow the choice of optimum solutions. This choice must be made very carefully

in order to ensure that information about EURO-Photo reaches the biggest-possible number

of receivers. On domestic markets dissemination tasks will be the responsibility of national

agencies, internationally they will have to be divided between the Consortium partners.

Each agency will involve also their internal communication department in order to

manage dissemination activities.

The budget available for communication activities is part of the WP7 budget.

The impact of communication activities will be evaluated by agencies mainly considering

figures related to the web site traffic (pages views, unique visitors) and activities done (for

example number of registered users). Figures by Europeana will be considered as well if

available.


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5.3 Weaknesses and strengths

The experience of Europeana and the ease of access of news agencies to media are true

strengths on implementing the communication plan.

Nevertheless, the budget available won’t be enough to implement every activity that

would be important. Also, the specificities of each news agency’ country are important at the

time of programming activities, and maybe it won’t be possible to implement exactly the

same activities on all the nine countries.

5.4 Timing according to project’s activities

Communication activities have been carried out during the whole project. After the

publication on Europeana portal and the launch of EURO-Photo website they will intensify,

until the end of the project and after, in order to support business that will guarantee

sustainability of the project over the time.


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6 The EURO-Photo communication tools

In order to support communication activities, some communication tools have been

created. The main ones are:

� The EURO-Photo logo

� The project web site

� The EURO-Photo Brochure

� The EURO-Photo multimedia presentation

� The EURO-Photo post cards

6.1 The EURO-Photo logo

The project logo has been created and it is currently used in all projects deliverables,

presentations and communication tools.

The logo shows graphic elements that are connected to the European dimension (blue

colour) and the historical technology of photography (the diaphragm). The typeface

used gives a feeling of modernity that is well related to the technological features of

the project.


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6.2 The project web site

The project public web site is available at: http://www.europhoto.org. It includes

information about objectives, approaches and expected outcomes as well as public

documents, deriving from the project work, which will be regularly updated, offering

links to news agencies that make up the Consortium and the others stakeholders

With reference to accessibility, the project’s website is divided into 2 areas:

1) Public Area: In this area the public is able to gather information regarding the

project, download the project’s publicly available material (i.e. brochures and other

public documents or publications), to find information about the project and its

consortium, to contact project’s partners.

2) Private Area: In this private area (the “Download” section), only Euro-Photo

Consortium has an access in order to deposit various data, to exchange documents, to

organise events and for collaboration.

The Project Web Site is divided into 6 sections:

“Home page”, with a welcome message, some partners’ historical pictures and a

list of most recent news and Events related to the project

“Overview” with a brief presentation of the project;


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“News”, a section dedicated to the complete list of events and meetings related

to the project;

“Community” with the presentation of the project partners (the name and web

address of the contact person is available as well) and a list of useful links;

“Download” section – only for members – that allows to download materials and

project deliverables. Partners could also add their comments to each document, in

order to have an on-line discussion;

“Contact” with all details in order to contact the project coordinator.

6.3 The EURO-Photo brochure

A printed brochure has been created and is currently used for dissemination activities in

occasion of events, seminars, and exhibitions. A dedicated graphic design has been created

as well that has been used for other communication tools.

A digital version in ppt format is available as well, that could be integrated with more

information by each partner at its convenience.


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6.4 The EURO-Photo multimedia presentation

The EURO-Photo multimedia presentation is a slide show containing the same information

used for the brochure and a set of pictures for each agency (about 12 each) with background

music.


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6.5 The EURO-Photo post cards

EURO-Photo postcards could be used instead of the printed brochure. Each agency could put

their own information.


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7. Dissemination activities in partnership with Europeana

The main aim of EURO-Photo project is to make available on Europeana the photo

archives of nine European news agencies. Europeana has strong presence and experience on

communication, so we should and we must make Europeana a big player of our

communication plan, exploiting this strengthens.

Dissemination activities through Europeana are supposed to target on one hand all

European citizens and on the other hand, students and teachers of elementary schools, high

schools and universities. Some activities are planned to both targets and others are

exclusively to one of them.

7.1 Target 1: European Citizens

The dissemination objectives of dissemination activities towards European citizens in

general are:

• To make content available and accessible to European citizens and professional users

through Europeana and to stimulate the use of the online archive.

Dissemination activities in close cooperation with Europeana aimed to all European citizens

will be based on the following key messages:

• Existence of the relationship between EURO-Photo project and Europeana;

• Through this project there will be available on Europeana pictures of almost every

European and International events from the 20th century. A common European

cultural heritage to be known by citizens, especially young people;

• These are unique pictures from nine European Press Agencies, some of them never

seen before;

• Pictures available on Europeana are medium resolution, and can be accessed easily

and multilingual.


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Activities:

7.1.1 Info & links to EURO-Photo website on Europeana site

Euro-Photo project must be present at the Europeana website.

First of all, there should be a link directing to EURO-Photo website. Furthermore, there

should be a presentation of the EURO-Photo project on Europeana portal.

7.1.2 Info & links to EURO-Photo website on Europeana partners sites

Besides Europeana portal, Europeana partners’ sites should also include information on

EURO-Photo project and a link to EURO-Photo portal.

7.1.3 Information about content and EURO-Photo project on eNews and

Newsletters that Europeana partners send to their users, friends and

members.

Europeana has its own newsletter. The EURO-Photo project should be shown on it. An article

was published at the beginning of the project, in occasion of the launch of EURO-Photo a

more detailed article describing archives should be very useful to present the new content

available through Europeana portal.

Besides, we should seize the opportunity of newsletters that Europeana partners send, and

include information on the EURO-Photo project.

7.1.4 Press realeases on Europeana partners and group sites

Also when Europeana releases Press releases about its partners, the EURO-Photo project

should be included.


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7.1.5 Information about content and EURO-Photo project on Europeana

channels in social networking sites

Europeana takes advantage of social networking. Besides the europeana portal

www.europeana.eu, it has its own blog – http://blog.europeana.eu and account on facebook

and Twitter.

Usually, Europeana staff dynamics info on new information or for instance, the topic / picture

of the day. The EURO-photo project will make its best efforts along with Europeana staff in

order to put relevant pictures and info on those areas – portal, blog, facebook and Twitter.

It is a way of achieve targets as “European citizens in general” and student community, and

make EURO-Photo project well known.

7.2 Target 2: Students and teachers of elementary schools, high

schools and universities

By making available on Europeana about 150.000 historical pictures in medium resolutions

with watermark and plus the all digital archives of these nine European news agencies, free

for educational usage, we are opening a wide range of possibilities for the student

community.

The dissemination objectives targeted the student community are:

• Popularization of historical pictures among young people;

• Presenting the European cultural heritage to young people from all over the world;

• Delivering didactic materials to the teachers.

The dissemination activities aimed to student community must be founded on following key

messages:

• Existence of the relationship between EURO-Photo project and Europeana;


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• Through this project there will be available on Europeana pictures of almost every

European and International events from the 20th century, free for educational usage

(non-commercial) in medium resolution, with watermark;

• These are unique pictures from nine European press agencies, some of them never

seen before;

• Pictures available on Europeana can be accessed easily and multilingually.

Activities:

Apart from communication activities directed at the general population, described previously,

which also apply to the student community, there are some activities that we intend to

develop exclusively for this target, such as:

7.2.1 Mailing and Multimedia Presentation

Involving pilot-users groups (WP2) such as Universities, Libraries or Ministries of Education,

we can have access to mailing lists asking them to send information about our project to

their subscribers.

An multimedial presentation has been prepared and could be sent or used by Europeana.

Besides, after sending the information, some contacts must be made in order to speak to key

persons.

7.2.2 Europeana newsletter

On the other side, the goal of the project is to make content available and accessible

to European citizens and professionals through Europeana, and to stimulate the use of the

online archive. The promotion of Europeana will be crucial for the success of the platform.

Europeana first informed about the EURO-Photo project in its eNews newsletter already in

November, 2010.


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We plan to publish at least another article in Europeana newsletter in occasion of the launch

of the EURO-Photo portal and the publishing of its content in Europeana portal.

Thanks to Europeana’s involvement, national authorities will inform schools,

universities and cultural associations about the new service by mail and at seminars and

conferences. More than 2.000 organizations will be contacted in that way.

On the other side, Info & links to Europeana website appeared on the EURO-Photo

site:


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8. Dissemination activities through Agencies

8.1 The “multiplier role” of news agencies

All partners are leading content providers for national and international media

(newspapers, magazines, broadcasters and new media). Therefore, content offered by

agencies as news on Europeana are likely to be published by almost all national media

reaching the largest audience in each country.

ANSA (Italy)

ANSA is Italy’s leading news agency and among the top in the world. It is a cooperative of 34

members comprising publishers and major national newspapers, and was established to

publish and distribute news.

For over 60 years, ANSA has been providing comprehensive coverage of events in Italy and

abroad through 22 offices at home and in over 79 locations in 74 countries. It covers events

as and where they happen.

ANSA provides over 3500 daily news items and more than 900 photos a day via any

transmission platforms (web, satellite, mobile phones) able to meet any format requirements

or specific requests made by the market. This is complemented by services tailored to

respond to the requirements of an ever more demanding public.

Reliability, comprehensiveness and independence have always been and remain values that

confirm ANSA’s leadership at home and on the international scene, making it the choice of

more than 1400 clients (companies, public administration, media). Its continual pursuit of

excellence is rewarded by the judgement of customers: more than 90% of its clients

recommend ANSA products.

BELGA (Belgium)

Belga, the leading Belgian News Agency, covers all national and international news, 24 hours

a day, seven days a week and 365 days a year. News content is supplied in text, pictures,


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audio and video formats. Main languages are dutch and french, but all picture captions are in

English.

The Belga news feed are firstly distributed to the ‘traditional media’– daily press, radio and

television. Furthermore, the government and the companies are also to register as clients, as

well as internet sites and new online applications. The latter are of a growing importance

among our customers.

DPA (Germany)

Picture Alliance, the picture agency of the German Press Agency dpa is based in Frankfurt/

Main and one of the country's leading picture agencies. The portal www.picture-alliance.com

currently contains 20 million images, clips, illustrations and graphics from 200 partner

agencies capturing everything from news, politics, sports, entertainment and economy to art,

nature, travel, lifestyle and stock. Ten million images in the dpa archive and the partner

agency archives document 100 years of German und worldwide history.

Picture alliance provides 10.000 media-clients with content including most German

newspapers, weekly magazines, publishing houses, radio stations, television networks,

advertising agencies, corporate clients and the sports, entertainment and special interest

press.

EFE (Spain)

The leading Spanish language news agency and the fourth largest news agency in the world,

with more than seventy years of experience guarantees its impartiality, its power, its

credibility and its immediacy. A multimedia news company with a network of journalists

worldwide, more than 3,000 professionals of 60 nationalities working 24 hours a day in over

181 cities in 120 countries, and four publishing houses in Madrid, Miami, El Cairo and Rio de

Janeiro, offering products to customers across the five continents. EFE distributes 3 million

pieces of news every year in various news formats: text, photographs, audio, video and

multimedia, reaching more than 2,000 news media in the world every day. From its world

network of bureaus and correspondents’ offices, EFE instantaneously offers the Spanish and

Latin American view of the world in Spanish, Portuguese, English, Arabic, Catalan and

Galician.


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EPA (Germany)

epa (www.epa.eu) was founded by seven major Western European photo agencies and

officially started on January 1, 1985. The vision of the founders was driven by the demand

for an independent quality world picture service originally designed for the needs of the

European media market. In 2003, epa took a second step forward and went global.

Today's epa picture service is based both on the broad network of epa's staff photographers

all over the world and on the daily production of its member agencies, which are all market

leaders in their respective countries. Today, an average of 1100 epa pictures per day reach

hundreds of newspapers and other subscribers on all continents. epa photos have been

awarded prestigious prizes in Europe, Asia, North America and Africa.

LUSA (Portugal)

LUSA is Portugal’s News Agency and the biggest news agency in Portuguese language. LUSA

has more than 800 permanent clients: all Portuguese national newspapers, radio stations and

television networks; most of the regional newspapers and radios; some weekly publications;

several media of Portuguese emigrants’ communities abroad; all sport press and some

specialized media; Portuguese speaking African countries and, finally, public and private

bodies or institutions.

MTI (Hungary)

The MTI Hungarian News Agency has operated a department devoted exclusively to photos

since 1926 delivery. The Photo Archive contains 13 million “MTI photo” (owned by MTVA)

negatives, of which nearly 200,000 can be accessed in digitized form. Our PhotoBank service,

designed specifically to offer online access to our images, currently contains 1 430 000

snapshots, a number rising steadily as MTI adds new and archived images of its own and its

partners to the selection.

MTI’s free-of-charge photo and news service is available at www.mti.hu .

The breakdown of MTI’s customers: it has 800-1,000 active customers, who subscribe to its

services. Of these 50 percent are from the media, 30 percent from other businesses (such as


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book publishers), 10 percent are private citizens and cultural institutions and 10 percent are

government-linked (such as ministries and local governments).

PAP (Poland)

The Polish Press Agency (PAP) is the leading News Agency in Poland. PAP is the main

provider of written and photographic news material in the country, relaying updated

coverage of latest events in Poland and the world to domestic as well as foreign media. PAP

reporters are on the scene whenever something of importance occurs, the agency’s excellent

team of reporters and photographers aided by state-of-the-art technology produce reliable

accounts of running events for the press, the electronic media, the commercial market and

public institutions. PAP has more than 2 thousand permanent clients such as all Polish

national newspapers, sports press and TV stations, radios and lot of web clients.

SCANPIX (Denmark)

Scanpix Denmark is a full service picture agency, owned by the Berlingske Media group and

the largest in Denmark. We have a staff of 30, providing images and videos for all uses from

newspapers to advertising, both from our own staff photographers, stringers, creative

photographers, as well as representing some of the world’s leading image providers,

including Reuters, AFP, EPA, SIPA and Masterfile, our website (www.scanpix.dk) holds some

10 million images, we handle a daily flow of 10.000 images/day, and are sitting on a

basement archive of some 20 million photographs and negatives. Berlingske Media is part of

the Mecom group, and is the largest newspaper company in Denmark, with a third of the

newspaper and internet newsmarket, with the JP/Politiken media group being our largest

competitor.

Agencies have an easy access to the media, so it will be easy to reach a wide audience of

potential users not only of the Europeana portal, but also of the EURO-Photo website, for

commercial purposes.

Nevertheless, the communication plan is not only based on press releases and contacts with

the press. In order to reach European citizens in general, but also national media and

international media, other dissemination activities are planned.


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8.2 Links to the project web site on partners’ ones

Each of the nine European photo agencies have included a EURO-Photo logo with an

active link to the project site (http://www.europhoto.org) on their websites.

8.3 Partners’ newsletters and news services

The nine participating agencies ran basic information about the project in their press

services, which enabled it to reach the main media in the agencies’ countries.

Examples:


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For project info see newsletters :

Dpa newsletter


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8.4 Participation in conferences and fairs:

The project and the EURO-Photo web site has been presented during several conferences or

fairs all over Europe:

1. Frankfurt Book Fair – Frankfurt, 1014 October 2012

2. Europeana Project Group Meeting The Hague 10 - 11 September 2012

3. Visa pour l'Image 2012 - International Festival of Fotojournalism - Perpignan 1 - 16

September 2012 Presentation of EURO-Photo project

4. Presence at the CEPIC Conference in London, 15-18, May 2012.

With presentation of the project

5. ICT PS Programme - National Info Day - Italian Presidency of the Council of

Ministers - Presentation of EURO-Photo project Rome 13 October 2012

6. Photographic exhibition “Fotografandoci” – Rome 19 October 2011

With presentation of the project during the press conference

7. Europeana Group of Projects - Meeting II - 20 May 2011 Europeana Foundation, The

Hague2011-05-20

8. Hessen-Agentur in Frankfurt February 23, 2011


9. Europeana Open Culture Conference - The Hague 14 October 2010

10. Deutsches Kulturerbe auf dem Weg in die Europeana

Konferenz am 04. und 05. Oktober 2010 in der Staatsbibliothek zu Berlin



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8.5 Target 1: all European Citizens

The objectives of dissemination activities towards European citizens in general are:

• To reach wide audience of potential users

Dissemination activities through Agencies aimed to all European citizens will be based on the

following key messages:

• Make aware of the existence of high resolutions pictures of almost every European

and International events from 20th century;

• High quality images;

• Authentic historical pictures from nine leading on-line archives;

• Website user-friendly and multilingual access.

Activities:

8.5.1 Info & links to Europeana website on EURO-Photo site

The EURO-Photo site must have information about the project and the relationship with

Europeana. Also the link to Europeana website shall be included.

8.5.2 Info & links to EURO-Photo website on partners’ sites

Each partner already has a banner or a dedicated section on its own website with the link to

EURO-Photo website. That is crucial to raise awareness of the project and it is already

working.

Agencies web sites are rather popular in each country, providing daily information to general

public. They currently generate a high traffic:

� ANSA - about 160 million page views and 10 million unique visitors per month.

� BELGA – about 9,649 page views and 2.000 visitors per month.

� dpa/Picture Alliance - 300,000 Page Views and 55.000 visitors per month


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� EFE - about 2,7 million page views and 36 000 unique visitors per month.

� EPA – about 45.000 page views and 35.000 unique visitors per month.

� LUSA – about 398.604 page views and 48.251 unique visitors per month.

� MTI – about 2,8 million page views and 70 000 unique visitors per month.

� PAP – about 1,1 million page views and 118 000 unique visitors per month.

� SCANPIX – about 1.025.000 page views and 23.659 unique visitors per month.

8.5.3 Advertisement: online banners

In order to achieve the larger number of people, advertisement is a communication activity

we are planning.

Advertisement costs on traditional media are too high for the project budget, so to achieve

general public (mainly youth people) we are planning to advertise on the Internet (with

banners) using partners web sites.

The availability of agencies to run these banner campaigns could be different, depending for

example on the agreement with their advertising agency or the availability of banner spaces

in the web pages. In any case each of the agencies participating in the project will make its

best effort in order to run banners advertising the EURO-Photo portal in their newswire and

branch services on the web.

8.5.4 EURO-Photo Multimedia presentation

An multimedia presentation has been created by ANSA and EPA.

Each of the agencies can use it showing it at conferences and events they participate at,

they could also be placed on their You Tube channel to enable general access to information

about the portal.

8.5.5 The EURO-Photo channels in a social networking sites

Social networking sites are strongly important in every communication plan nowadays and a

powerful channel to achieve general public.


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Information about the project will appear on community portals run by the nine participating

agencies, which is expected to raise strong internaut interest. The Dissemination Operational

Team will be responsible for boosting information on the agencies profiles, uploading

interesting and relevant images accordingly to national and international agenda and

anniversaries or obituary.

However, creating a new, separate Facebook or Twitter profile will generate new expenses-

for example new employee who would control it every day. That’s why we suggest we use

our agencies profiles to link to Euro-Photo. The link to the EURO-Photo content will appear

only thought agencies profiles. Each of the agency has their own Twitter or facebook

account, so it will be easy to manage it.

8.6 Target 2: national and international media / other potential

clients

The main objective of dissemination activities towards National and International media are

to create awareness of EURO-Photo website and to sell the historical pictures.

The only way to guarantee sustainability of the project is to keep selling pictures through

EURO-Photo website, after the end of the project. Therefore, communication activities

towards national and international media are critical.

Dissemination activities through agencies aimed to national and international media will be

based on the following key messages:

• Make aware of the existence of a professional service to find high resolutions press

pictures of almost every European and International events from 20th century;

• High quality images;

• Authentic historical pictures from nine leading on-line archives;

• Website user-friendly and multilingual access.

• Use of IPTC metadata standards.


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Activities:

Apart from communication activities targeted to the general population, described previously,

which also apply to national and/or international media, there are some activities that we

intend to develop exclusively for this target, such as:

8.6.1 Contact with professional journals in each country

Each news agency has almost all the national media of its country as client, so it’s easy to

contact our clients announcing the EURO-Photo website.

This communication can be made differently from agency to agency, according to its own

specificities. Mailing, newsletter, direct contacts; this might be one of the most effective ways

of getting to key persons on newspapers and magazines. We already know them, so it will be

easy to reach them.

8.6.2 Press Release distribution to national press

All news agencies can release information to almost all national media, about the project.

This is a way of reaching not only the general public, but also the newspapers, websites and

magazines.

Press releases must include new information, so we can’t use this communication tool very

often. We should only release press release when something new happens. So, the first

press release should be distributed to announce the launch of EURO-Photo website.

A second one can be distributed to announce an event related to the Project –a presentation

on a conference, etc.

8.6.3 Contact with Publisher companies and Publisher Associations

Publisher companies were identified in WP2 as great potential buyers of historical pictures,

so baring this in mind, each news agency must contact both Publisher Associations and

publisher companies. We can send interactive presentations, mail them and contact in

person and / or by phone.


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8.6.4 Communication Marketing Tools

The presentation of the portal EURO-Photo that ANSA with EPA are developing will be a tool

with a multiple use:

• a commercial and marketing presentation in events, conferences, fairs, meetings one-

to-one with prospects/clients;

• a digital brochure to download from each agency’s website, linked from a banner or

logo in home page;

• a leaflet or brochure to distribute.

8.6.5 Social Media Marketing

In short, some basic tools coordinated to be used in a safe-expense way on web and social

media. About this, it should be valuable and safe expense using Twitter and facebook to

generate viral marketing communication. The competitors use Twitter in a very smart way:

newsletters, The editor’s choice of the day, ‘The Day in Pictures’, photo galleries,

anniversaries’ photos (Marilyn Monroe, Steve Jobs founding Apple in 1976, coronation of the

Queen Elizabeth, etc.), commercial special offers, photographic awards, and so on.

8.6.6 Contact all industry associations such as CEPIC, PACA, BAPLA, BVPA,

and be present in other major events

Aiming at a world market, the EURO-Photo team must focus major world industry

associations such as CEPIC, PACA, BAPLA, or BVPA. For example it will presented during

• CEPIC Assembly 2012 (London 15-18 May 2012)

• Visa pour l’image Perpignan, 1-16 September 2012

• Presence with a stand at Frankfurt Book Fair, 10-14 October 2012

8.6.7 Other events

Each agency will show the portal and the project in all its own events in-house and abroad.

Each agency decides what extra activities they want to run. The more activities, the better


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for the project. We decide how much we do to make the EURO-Photo project and brand

more recognizable on the international photographic market.

8.7 Communication activities for the launch of the EURO-Photo portal

In occasion of the launch of the EURO- Photo portal several communication activities are

planned and carried out by each agencies:

� News items in General news service, web sites, newsletters to customers

� Communication activities in co-ordination with Europeana (newsletter, link exchanges,

...)

� Press releases to the members of Consumers Pilot groups (National Cultural

Institutions) in order to be published in their newsletters

� Press releases to Europe Direct information national point

d 7.2 “dissemination plan and communication...

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