virtual incubator – creative industries uk/06/b/f/pp-162_514 what is valorisation? it is the...
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Virtual Incubator – Creative Industries UK/06/B/F/PP-162_514
What is valorisation?
It is the process of dissemination, exploitation and commercialisation of the projects outcomes with a view to optimising their value, enhancing the impact and integrating them into training and practices at regional and European level.
Virtual Incubator – Creative Industries UK/06/B/F/PP-162_514
Dissemination – Key Features
A dissemination plan, needs to address four questions:
1. what to disseminate, including the types and levels of activity to be undertaken as part of the dissemination plan;
2. when to disseminate, in order to ensure that the timing of activities is appropriate;
3. to whom – the audience/ target group for dissemination; and4. how to disseminate, including setting a dissemination budget with the
appropriate resources (such as personnel and materials).
Virtual Incubator – Creative Industries UK/06/B/F/PP-162_514
1. What to disseminate?
In considering what to disseminate, we will have two kinds of ‘products’:Tangible outputs which are physical and substantive, and more intangible outputs
such as project processes and methodologies.
Tangible products will include:• Project e-Newsletter• Collaborative online communication facility• Project management handbook• Virtual incubator support environment• Individual guidance and counselling• Valorisation web site• Etc…
Virtual Incubator – Creative Industries UK/06/B/F/PP-162_514
Intangible outputs
In addition to the tangible products, VIC will have achieved other, more intangible outputs.
For example:• individuals taking part in the project will have gained knowledge and experience;• understanding of the creative industries and the issues around business
development will have been enhanced; • cultural ‘understanding’;• networking opportunities.
These intangible outcomes are also important, as they provide proof that the new
approach or tool developed by our project is effective.
Virtual Incubator – Creative Industries UK/06/B/F/PP-162_514
Examples of tangible and intangible outcomes
Tangible outcomes Intangible outcomes
an innovative approach
a new practical tool
training packs, CD-ROMs, videos, web pages, databases
methodologies/models, good practice
project documentation and evaluation
achievements of individuals or teams
changing attitudes
messages – findings, recommendations for change at policy or practice level
successes and pitfalls
Virtual Incubator – Creative Industries UK/06/B/F/PP-162_514
Dissemination of processes
Monitoring and evaluation of VIC can be useful in helping to establish what should be disseminated, particularly in relation to the lessons learned about processes.
Virtual Incubator – Creative Industries UK/06/B/F/PP-162_514
2 When to disseminate?
Timing - can change as VIC proceeds and should be flexible.
Three periods for dissemination:
• Early in the project• During the project• At the end of the project (dissemination is intended to publicise more generally
VIC’s outputs. This will also help with sustainability and/or commercialisation)
Virtual Incubator – Creative Industries UK/06/B/F/PP-162_514
3 To whom to disseminate?
Target groups for dissemination of VIC fall into three distinct categories:
1. End-users of your products
2. Decision-makers
3. Supporters, interested parties or stakeholders
In reviewing our dissemination activities, we should pay attention to those providing support that will help to make VIC.
Virtual Incubator – Creative Industries UK/06/B/F/PP-162_514
Key actors for dissemination
Local and Regional level
Local and Regional bodies
Local authorities
Regional-level European officers
Members of the European Parliament
Regional bodies responsible for planning
training provision
Local and regional offices of national
agencies e.g. employment
and labour-market offices
Local and regional
representatives
of national organisations
Virtual Incubator – Creative Industries UK/06/B/F/PP-162_514
Key actors for dissemination
Local and Regional level
Promoters
and contractors of:
-other national programmes
-other European Union initiatives, programmes
Training institutions
Schools (initial and continuing vocational education, lifelong learning) and other
Educational establishments
(including further and higher education)
Chambers of Commerce and Trade
Economic development organisations
Virtual Incubator – Creative Industries UK/06/B/F/PP-162_514
Key actors for dissemination
Local and Regional level
Large enterprises
Public and private
SMEs
Community groups
European/national/local media
General Public
Virtual Incubator – Creative Industries UK/06/B/F/PP-162_514
Key actors for dissemination
National and Transnational level
The Government
Departments such as:
Work and Pensions
Education and Skills
Trade and Industry
European Commission Directorates-General such as: Education and CultureEmployment and Social affairsRegional Policy
European confederations
Virtual Incubator – Creative Industries UK/06/B/F/PP-162_514
Key actors for dissemination
National and Transnational level
Leonardo National Agencies
Social partnersEmployers’ and employees’ organisationsTrade unions
Training organisationsNational training bodies, sectoral bodies, qualification bodies National and EU Advisory Groups
National groupings of business support and business development bodiesAssociation of Chambers of Commerce and Trade, sectoral organisations
Virtual Incubator – Creative Industries UK/06/B/F/PP-162_514
Key actors for dissemination
National and Transnational level
Non-Governmental Organisations for: Unemployed people, people with disability, Socially excluded people, voluntary organisations and charities
Equal opportunities committees
Research institutes
Media and public
Specialised media
Virtual Incubator – Creative Industries UK/06/B/F/PP-162_514
4 How to disseminate?
Many activities can be used to disseminate our outcomes and products. Some examples of relevant activities are given below.
• Distributing products (e.g. training materials and good practice guides) as publications in their own right
• Producing newsletters
• Attending conferences and seminars and presenting your project
• Providing general guidance and support
• Using new technology
• Using the potential of the media
Virtual Incubator – Creative Industries UK/06/B/F/PP-162_514
4 How to disseminate?
• Networking at various levels – local, regional, national and European
• The range and number of actors that dissemination tools can reach
• The type of links established with actors
• Dissemination tools’ effectiveness in getting your project outcomes accepted
Virtual Incubator – Creative Industries UK/06/B/F/PP-162_514
5 VIC Dissemination Strategy
In developing a strategy we should determine our aims - what do we want to achieve and how will this strategy help this.
Possible aims could be for example:
• create awareness of the Virtual Incubator;• encourage involvement in VIC; • attract additional development funding; • achieve sustainability for your project; • have a social and regional impact• market products for social or commercial aims (this can enable our project to be
sustainable after Leonardo funding finishes).
Virtual Incubator – Creative Industries UK/06/B/F/PP-162_514
The process of planning a dissemination strategy
In planning a dissemination strategy, I suggest we follow key stages to enable us to identify the most appropriate activities at the most appropriate times.
Stage 1: Where are we now?
A SWOT analysis is a useful tool to assess the starting point for dissemination activities. It focuses on internal factors, strengths and weaknesses as well as external factors, opportunities and threats.
Virtual Incubator – Creative Industries UK/06/B/F/PP-162_514
Stage 2: Where do we want to be?
We need to confirm where we are going with this project:
• the nature of changes needed to ensure that our project outcomes are used • the intended ‘geographical’ scale of dissemination;• the intended scale of dissemination
Virtual Incubator – Creative Industries UK/06/B/F/PP-162_514
Stage 3: How will we get there?
There are usually a number of stages to go through when disseminating to new clients/organisations etc with no previous experience of your project:
• raising awareness – making an impact on the target audience;• generating understanding – transferring specific messages to the target audience; • building conviction – usually involves providing the target audience with convincing
evidence to show what your project has to offer; • stimulating action – occurs when dissemination activities cause the target audience
to change behaviour in some way. Usually, this only happens if the audience can see
the relevance of your work to their own situation.
Virtual Incubator – Creative Industries UK/06/B/F/PP-162_514
Pros and cons of dissemination tools
Tools Pros Cons
Distribution and sale of products
sales can give higher perceived value to a product
costs can be prohibitive
Newsletters and publicity leaflets
wide but targeted circulation
can be relatively low cost (depending on design)
can be used with key audiences
may not be suitable for people with literacy or visual problems
high resource implications for newsletters
Publication in journals
can help to ‘get a name’ for your project
can be a good way to promote results of research and evaluations
impact is hard to evaluate
Virtual Incubator – Creative Industries UK/06/B/F/PP-162_514
Pros and cons of dissemination tools
Tools Pros Cons
Conferences, seminars, exhibitions
high profile direct contact with audience
high levels of resources required
potentially low impact on practice profile depends on nature of keynote speakers
Internet relatively low cost
opportunities for joint sites with others free design services are often available
may only be appropriate for certain audiences (e.g. might not reach some of Leonardo target groups)
can only be effective with experienced users and/or if the right keywords are used within search engines
The media (press, TV and radio)
has potential to reach a large audience
raises your profile and makes an impact
insufficiently targeted
can be hard to access
may sensationalise
may need assistance of a press agency, which could be costly
Virtual Incubator – Creative Industries UK/06/B/F/PP-162_514
Pros and cons of dissemination tools
Tools Pros Cons
Networks informal, targeted and direct means of sharing information
resource intensive – requires time to attend meetings and follow up contacts
Training and consultancy
high potential impact
intensive work with a small number of clients
allows for face-to-face contact
intensive use of resources
Virtual Incubator – Creative Industries UK/06/B/F/PP-162_514
Stage 4: How will we know when we’ve arrived?
As with our other project activities, dissemination will be subject to review and evaluation.
Virtual Incubator – Creative Industries UK/06/B/F/PP-162_514
What we should be doing next - our tasks:
SWOT Strengths Weaknesses
Opportunities Threats
Virtual Incubator – Creative Industries UK/06/B/F/PP-162_514
What we should be doing next - our tasks:
Action Plan
1. What is our key target audience?
2. Why might they be interested in VIC?
3. Which aspect(s) are they most likely to want to know about?
4. What constraints are they working under and how does this affect our approach?
5. What methodology will be most effective in reaching them?
• Taking all this into account, how are we going to package our product (i.e. how do we sell it)?
Virtual Incubator – Creative Industries UK/06/B/F/PP-162_514
What we should be doing next - our tasks:
Future:
1. Detailed Dissemination Action Plan
2. Dissemination Action Plan by products/outcomes
Virtual Incubator – Creative Industries UK/06/B/F/PP-162_514
What we should be doing next - our dissemination ‘products’:
e-Newsletter/e-bulletin- email database- content – for a more general audienceWeb site- content- partner information- linksLeaflet- templateGimmick/gizmo/gadget- not a pen!