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C-TEMAlpContinuity of Traditional Enterprises in Mountain Alpine Space areas

D.C.1.1 DISSEMINATION PLAN :WPC Communication – PP CCI Marseille Provence

This document has been prepared by PP8 in cooperation with LP and PP2

Update December 2016

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SUMMARY

1.INTRODUCTION TO THE GUIDE - 3 -

2.COMMUNICATION...FROM THE PROJECT MANAGEMENT POINT OF VIEW - 4 -

3.C-TEMALP: THE TRANSNATIONAL NETWORK FOR BUSINESS TRANSFER - 5 -

4.COMMUNICATION GOALS, TARGET AUDIENCE AND COMMUNICATION CHANNELS - 7 -

OBJECTIVES - 7 -

TARGET AUDIENCE and COMMUNICATION CHANNELS - 8 -

5.C-TEMALP COMMUNICATION PRODUCTS IN DETAIL - 9 -PROJECT COORDINATED IMAGE – The Logo - 9 -PROJECT COORDINATED IMAGE – The Flyer - 9 -PROJECT COORDINATED IMAGE – The Poster - 10 -PROJECT COORDINATED IMAGE – The Templates - 11 -MEDIA 2.0 - 12 -

5.PUBLIC EVENTS - 15 -

6.MONITORING AND EVALUATING - 16 -

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1.Introduction to the guide

This guideline has been created to provide a formal planning document for using and disseminatingmessages throughout the project. Taking as a basis what has already been stated in the ApplicationForm, specifies goals, main messages, key targets, responsibilities are clearly defined in order tosupport PPs to communicate as one single voice, throughout a homogeneous and coherentcommunication methodology.Although a WP is fully dedicated to communication, communication is a backbone activity of thewhole project and the principles here stated should be taken into account for all the project tasks.

This guide has to be complemented with an additional deliverable:D.C.1.2 – Coordinated Image package

Finally, it has to be taken into account that this is an open document that even though structuredsince the project beginning, will be maintained and updated accordingly to the different projectssteps. In this way the communication progress will be consistently tracked and monitored.

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2.Communication...from the project management point of viewWork package C - Communication - is fully dedicated to dissemination.The WPC is leaded by CCI Marseille Provence.

Communication is a key activity in C-TEMAlp since, to achieve the project goals, it is mandatory toshare with members and clients a clear vision of the process and the benefits and to develop mutualtrust.C-TEMAlp aims to reach also policy makers to synchronize business transfer supporting measuresand to guarantee the sustainability of the outcomes.

This is the reason why communication and dialogue are pursued all along the project as well asevents and meetings are embedded also in the thematic WPs. WP C has then the goal to provide acoherent strategy and define the appropriate messages and tools accordingly to the differentaudience and project stages.

An entire task is dedicated to the release of promotional material, fine-tuned by partners to raise theawareness of the local audience: 6 newsletters and special folders are foreseen to inform about themutual potentialities of BT in the partners regions.

2.0 instruments (leaded by VI) will consistently update and inform the audience (especiallyentrepreneurs) on the services offered, the incentives for BT and the C-TEMAlp activities.

Short “interview pitches” will be collected and disseminated through web and social media in order toshare vivid point of views and experiences and increase the sense of community.

A coherent set of events will be organized with the double goal of involving decision makers and toenlarge BT network to new partners.

During the final conference in Munich the position paper and the pilot results will be presented.Observers will be invited to actively take part to all the events

In detail WP Communication foresees the following tasks:C.1. Start-up activities including strategy and websiteC.2. C-TEMAlp promotional materialC.3. Digital activities including social mediaC.4. Network enlargement events and final conference

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3.C-TEMAlp: the transnational network for business transferThis section includes some basic information concerning the project, its targets and the partnership.It can be used to prepare press release, short project presentation, and invitation letters.The contents will be included also in the “standard power point presentation” and in the leaflet.

WHY C-TEMAlpDemographic change and rising of ageing index in AS areas could endanger the capability ofterritories to keep their attractiveness because of the risk that companies are not right transferred andmaintained alive. Business transfer is thus seen not only as a critical phase but as a way tostrengthen the innovation potential of established SMEs and as an opportunity for business renewalin the area.

WHAT C-TEMAlpC-TEMAlp objectives are:

u improve SMEs innovation, diversification and attractiveness through dedicatedsupport services,

u test innovative pilot activities of transnational business transfer,u facilitate match-making between sellers and buyers

C-TEMAlp will also contribute to support the EU harmonisation process of the regulatory frameworkfor business transfer and build a sustainable transnational network for the benefit of the Alpine Spacearea.

HOW C-TEMAlpC-TEMAlp aims at implementing for the first time a transnational business transfer pilot action. TheAlpine level is an instrument to increase the chances to match the BT beyond the regional bordersand to keep job opportunities and business continuity in the macro region area.

C-TEMAlp is based on capitalized experiences and strong innovation competences that will ensurethe sustainability afterward. Nonetheless, a multigovernance network will be set up in order tostrengthen at local level the bond between the innovation system actors and to develop newmarketing and investment services as well as to provide joint tools and harmonised mentoringservices at transnational level.

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WHO C-TEMAlpC-TEMAlp is an Alpine Space Project coordinated by Veneto Innovazione, the regional agency for thepromotion of innovation. The other partners are:

u ITALY: Unioncamere del Veneto-Eurosportello Veneto; HANDELSINDUSTRIEHANDWERKS-UND LANDWIRTSCHAFTS KAMMER BOZEN CAMERA DI COMMERCIO, INDUSTRIA,ARTIGIANATO E AGRICOLTURA DI BOLZANO; CSMT Gestione Scarl

u AUSTRIA: Innovation Region Styria LTDu GERMANY: Italienische Handelskammer Munchen; Industrie- und Handelskammer für

München und Oberbayernu FRANCE: CCI Marseille Provence; Association Européenne des élus de Montagneu SLOVENIA: Regional Chamber of Craft and Small Business of Mariboru SWITZERLAND: Hochschule für Technik und Wirtschaft HTW Chur

WHEN C-TEMAlpThe project, has taken off on mid December 2015 and it will be concluded by December 2018.

The NUMBERS of C-TEMAlp11 Partners6 countries36 months duration

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4.Communication goals, target audience and communicationchannels

OBJECTIVES

1. Innovate and guarantee continuity to key economic sectors in AS areas

u Raise awareness: “buying an existing company is often a more advantageous alternative wayof starting a business”: this communication will be focused on rising decision makers andstakeholders’ attention to this concept. Public events and dissemination materials, newslettersincluded (disseminated by all the PPs), will be emphasizing this message. Successfultransfers, especially if transnational, will be reported in short articles and promoted through thewebsite and the social media.

u Increase knowledge: C-TEMAlp aims to assure the sustainability of the innovative servicesdeveloped. In particular toward policy makers we would like to convey the message that “it isjust as important to support transfers as start-ups because they are equally important to theAlpine economy” and provide info and recommendations about the different options. This is thereason why two special events have been planned: one dedicated to regional delegations inBrussels and one dedicated to the EUSALP Committee.

2. Test transnational Business Transfer

u Raise awareness: Entrepreneurs and services providers need to share joint information and aclear view of the process to be actively involved into the transnational BT. Specific events andinformative services have been planned in the thematic WP at this aim. In addition WPC willorganize an intensive communication campaign through social media, web and traditionalmeans (newspapers and PP house organs) to convey these information. Informative folderswill be distributed during the events.

u Spread and valorise results: The C-TEMAlp results will be spread periodically during theproject life, starting from the regional/local contexts of PPs and extending the communicationat EU level. Specific communication tools will be created to disseminate to the public theanalysis outcomes and the suggested actions.

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TARGET AUDIENCE and COMMUNICATION CHANNELS

The potential C-TEMAlp audience is rather wide and dissimilar. Therefore, in order to properlyaddress it, at least a “roughly” segmentation is needed to use the correct communication strategiesand fine-tune accordingly messages, tone and language register.

We can recognise four main target groups:

u Partners: 11 organisations will be involved in the project activity through face to face meetings(6 PSGs meetings are foreseen), via mediated contacts (e-mail and the project intranet).Moreover the project social media will give the chance to all the PPs to share their ideas,promote projects and ongoing activities toward the C-TEMAlp community.

u Business support organisations: intermediary organizations and chambers of commerceare the first beneficiaries of the project’s outputs in terms of knowledge and methodologytested. They will guarantee the sustainability of the results achieved by involving regionalpolicy makers and other relevant stakeholders

u Policy decision makers: They are also involved as Observers in the project; they are neededto guarantee the impact of the project at regional EUSALP level as well as to synchronisepractices and programs at EU level. The target group will be involved from the very beginningin the networking strategy and decision processes.

u SMEs end users: Companies are the end users. They are mainly micro and small enterpriseslocated in AS areas with specific reference to companies in transition with innovation potentialsand buyers interested in investing in AS area. The end users will benefit from the creation ofjoint tools and services and will be involved in specific events (e.g. AlpCafé round 2) andproject tasks (e.g. the entire WP T4)

u General Public: The opportunity to increase companies’ competitiveness, looking forresources and solutions cost-effective is a core topic, especially in this time of economic crisis.Therefore there is room to transfer C-TEMAlp experience and outcomes also toward a wideaudience. The main challenge is to translate such concepts in an understandable and clearway avoiding technicalities and EU jargon. The project social media will be mainly devoted tothis goal.

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5.C-TEMAlp communication products in detailHere after a synthetic description of the communication tools that have been previously mentionedand that will be produced by the project.

PROJECT COORDINATED IMAGE – The Logo

The basic element of C-TEMAlp coordinated image is thelogo. It has been designed with the aim, on one side (thewordmark), to put in evidence the project name and inparticular the idea that the project aims to provide solutionsfor the Alpine regions (Alp). The logo was designedbasically with the first letters C and TE; the hyphen betweenthese letters is continuity. The letter “M” is made with thegraphic image of a mountain and can represent the Alpine

territories. The same graphical style is consistently replicated in the project templates (power pointtemplate, project documents) and project leaflet which presents the project goals and the process toachieve them. The project coordinated image has always to be integrated with the ASP image,following the requirement explained in the Alpine Space Styleguide (see Factsheet 4.4)

PROJECT COORDINATED IMAGE – The Flyer

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PROJECT COORDINATED IMAGE – The Poster

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PROJECT COORDINATED IMAGE – The Templates

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MEDIA 2.0

The mini-websiteAs foreseen by the Alpine Space Program the project website is hosted by the Program website:http://www.alpine-space.eu/projects/c-temalp/en/homeVI has the duty to keep the website updated in particular sharing with the public the most interestingproject outcomes and deliverables. All the Partners are requested to contribute sending news andrelevant information to be published.

In addition, a specific Business Transfer matching platform (www.business-transfer.eu . www.c-temalp.eu)will be launched in the send year of the project. The Platform will be connected to the Programwebsite but it will be mainly dedicated to the potential beneficiaries needs.

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The website and relevant information about the project is also promoted in the PARTNERSWEBSITES.

PP1 VI http://www.venetoinnovazione.it/index.php?q=CTEMAlp_itaPP2 UCV http://www.eurosportelloveneto.it/progetti.asp?p=17

PP3CHAMBER OF COMMERCE OFBOLZANO

https://www.camcom.bz.it/it/rappresentanza-degli-interessi/c-temalp

PP4 CSMT https://www.csmt.it/scheda.asp?IDcontenuto=172655PP5 IRS http://www.irstyria.com/index.php/projekte/4-projektePP6 ITALCAM http://italcam.de/index.php/home.html

PP7Industrie- und Handelskammer fürMünchen und Oberbayern

https://www.ihk-muenchen.de/de/Service/Internationalisierung/EU-im-Fokus/EU-Binnenmarkt/

PP8 CCIMPhttp://www.ccimp.com/agenda/creation-reprise/reprise-transmission-dentreprises-dans-lespace-alpin

PP9 AEMhttp://www.promonte-aem.net/actualites/laem-participe-au-projet-c-temalp

PP10 RCCSB MARIBORhttp://www.ooz-maribor.si/projekti/prenos-lastnistva-podjetij/projekt-c-temalp/

PP11 HTWhttp://www.htwchur.ch/management/institut-sife/kompetenzfeld-innovation/ctemalp.html

Social media

A twitter account has been opened@CTemalp to keep alive the interactionwith practitioners and audienceinterested in the topic of businesstransfer.

A YOUTUBE chanel C-TEMAlpbusiness transfer has been created aswell in order to store and shareinterviews of our events participants.

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INTERNAL COMMUNICATION : INTRANET (WIKI)

An internal communication web tool has been set up since the project start.

Wiki is a application software to upload, share and work together on documents.The Chamber of Commerce and Industry for Munich and Upper Bavaria has bought licences forworking spaces in Wiki. One of these working spaces can be used for the C-TEMAlp project as aninternal working tool.Apart of uploading, sharing and working on the project documents the project Wiki can be used aschat by the project partners. To always maintain the participants informed about the activities, youfind a box resuming the latest changes at the main page.At the same time there is the possibility for the users to be informed about activities at the Wiki by e-mail, either one e-mail for each change made by a project partner or as a resume of the day.

The basic version of the tool was modified to fit the needs of the project.All pages can be commented by using the proper field and documents could be attached also tocomments.

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5.Public eventsAs far as it concerns events, C-TEMAlp plans to organise some public moments.

The main aims of these events will be:

u Promote the project and disseminate its goals and activitiesu Involve as much as possible POLICY MAKERS to inform them about the opportunities of the

Transnational Business Transferu Enlarge the C-TEMAlp network to other potential interested organisations/stakeholders

Press conference in Venice: UCV, in cooperation with the LP, will organise a press conference tolaunch the project and start involving the stakeholders (decision makers included) on the projectactivities. The conference will be held in conjunction with the Italian Panel, an event organised in theframe of T1 activities, with the aim of tracking the BT situation in Italy.

Conference for regional delegation in Brussels: CCI Munich will organize a panel discussion inBrussels dedicated to regional delegations, MEPs, policy makers, EU networks and EC officers.The aim is to animate a debate on transnational BT supporting actions. This event will also be achance to enlarge the network to other interested organisations.

Meeting for EUSALP Committee: A special meeting will be organised by AEM to inform the EUSALMembers (in particular Action Group1 and 2) about the C-TEMAlp BT services for companies andtrying to find possible synergies at strategic level

C-TEMAlp final conference: A final conference will be organised in Munich to present and discuss theposition paper, debate the pilot cases and services results and launch the following phase of the BTnetwork.

In addition to these events, specifically organised in the frame of Workpackage Communication, therewill be other public moments to involve the different target groups:-5 public PANELS to discuss the BT framework conditions in the different partners coutries/regions-6 AlpCafè1 dedicated to BT stakeholders (consultants, agencies, business association active in BT)-6 AlpCafé dedicated to potential sellers-6 events dedicated to potential buyers-a specific event dedicated to start-ups and spin-off

1 Specific informal events (based on the World Café methodology) to be used to actively involve the event’s participants.

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6.Monitoring and evaluatingAccordingly to the dissemination plan and the Application Form, the following target groups should bereached through the C-TEMAlp communication activities.