TEXMEDIN COMMUNICATION PLAN. Draft as of 28 October 2009

Transcription

1 TEXMEDIN COMMUNICATION PLAN Draft as of 28 October 2009

2 ABBREVIATIONS ACTE - European Textile Collectivities Association CLOTEFI - Clothing Textile and Fiber Technological Development CMDT - Documentation Centre and Textile Museum CP - Communication Plan CS - Communication Strategy EURATEX - The European Apparel and Textile Organisation IAF - International Apparel Foundation JTS - Joint Technical Secretariat LP - Lead Partner MA - Managing Authority PA - Public Authorities PFF - Pelopponesian Folklore Foundation 2

3 MED Programme...4 TEXMEDIN Project...5 Partnership...5 Duration:...5 Budget:...5 Communication Strategy Objectives of the communication Targets/beneficiaries: Communication tools and actions Tools Logo and visual identity manual Internet web site including the access to the Database of T&A Heritage Newsletters Brochures/leaflets Thematic reports and/or Publications Event specific materials and promotional gadgets Media and press releases/conferences Actions Kick Off Meeting Workshops and study visits Exhibitions Final Conference Publicity obligations Budget plan Contact details for the implementation of the Communication Plan

4 MED Programme The MED programme is a transnational programme of European territorial cooperation. It takes place within the objective «European territorial cooperation» of the period and it is financed by the European Regional Development Fund (ERDF), as an instrument of the European regional policy. It continues the tradition of the European programmes for cooperation (previously named Interreg). With a budget of more than 250 billion euros, the programme covers the coastal and Mediterranean regions of nine EU Member States (Cyprus, Spain, France, Greece, Italy, Malta, Portugal, United Kingdom and Slovenia). The Mediterranean countries which are candidates or potential candidates to the European Union are also invited to participate. The objectives of the program are founded on the basic orientations of Lisbon and Gothenburg Agendas. The aim is to build strongly competitive regions thus creating growth and employment for next generations. Moreover it supports territorial cohesion and active involvement in environmental protection in order to promote sustainable development of MED territory. The priority axes defined according to the general objectives of MED Programme are: Axis 1: Strengthening innovation capacities Axis 2: Protection of the environment and promotion of a sustainable territorial development Axis 3 : Improvement of mobility and territorial accessibility Axis 4 : Promotion of a polycentric and integrated development of the Med space 4

5 TEXMEDIN Project The TEXMEDIN (TEXtile and apparel EuroMEDiterranean heritage for INnovation) project falls under the Axis 1: Strengthening innovation capacities, Objective1.1: Dissemination of innovative technologies and know-how of the MED Programme. The aim of the project is to increase the competitiveness of the T&A sector in the Mediterranean area through the improvement of quality and design of products and by safeguarding and exploitation of the rich textile heritage and extensive industrial know-how of the partners territories. In order to promote high levels of technological and non-technological innovation and to enhance design patterns in T&A clusters the project activities will be directed towards the creation of new approaches and methodologies. The aim is to activate whole territory and build strong collaboration with social and economic stakeholders to valorise the sectoral know-how and creative background. The two thematic components of the project are Integrated knowledge base and The Inspiring Lab Cluster for Innovation. Integrated knowledge base component has the objective to develop an ICT Database of the Mediterranean T&A know-how and creative heritage. It will be made available to young stylists, designers and enterprises to increase the value of T&A products and creations. On the other hand the Inspiring Lab Cluster is meant to be knowledge-based and training centre for young designers and entrepreneurs with an enhanced focus quality, design, innovation and technology. Partnership Municipality of Prato - lead partner (Italy) Textile Museum of Prato Foundation (Italy) Hellenic Clothing Industry Association (Greece) Foment of Terrassa (Spain) Documentation Centre and Textile Museum (Spain) Clothing Textile and Fiber Technological Development (Greece) French Institute Textile Clothing (France) Peloponnesian Folklore Foundation (Greece) Carpiformazione (Italy) Duration: 1st April th September 2011 Budget: 1,901, (FESR contribution: 1,426, ) 5

6 Communication Strategy An effective communication strategy is needed to establish clear channels of communication with the partners, stakeholders and general public in the light of the two thematic components of the project. The CS defines objectives, tools, actions, implementation and budget plan for the communication component of the Project. The Lead Partner will manage a series of communication activities in close cooperation with all partners to promote the Project across the partners' territories and all EU area. The communication plan will adopt a network approach to reach as many target groups as possible. In this regard the LP will collaborate with MED Programme authorities, in particular the JTS, regional and national bodies as well as with a vide range of stakeholders at local level in order to achieve the multiplier effect when it comes to information and publicity efforts. In particular, ACTE, EURATEX and IAF networks will be involved from the very beginning of the project to ensure a widespread information flow towards T&A sector organizations and their members. 1. Objectives of the communication The activities of the communication component have the main purpose to help achieve objectives and to give visibility to the TEXMEDIN project, therefore they will widely disseminate activities and results among various groups of targets. Specific objectives of the CP are: Inform partners of their obligations in terms of publicity and information involve existing networks and create new ones to improve dissemination of information establish a network of knowledge and procedures build a shared space for cultural comparison to develop innovative form of communication and content delivery to product communication content in a multi medial logic 6

7 2. Targets/beneficiaries: The targets of communication activities are divided in four groups depending on information to be disseminated and tools used. Information targeted to different groups will be adapted to their particular needs: TARGET GROUP TARGET DISSEMINATED INFORMATION OBJECTIVES TOOLS/ACTIONS Partners of the project and MED Authorities Social and economic stakeholders Public authorities General public and media Municipality of Prato, Textile Museum Prato, CLOTEFI, Foment of Terrassa, CMDT, Hellenic Clothing Industry Association, CARPIFORMAZIONE, French Institute Textile Clothing, PFF, JTS, MA, National Contact Points T&A related SMEs, entrepreneurs and business service providers, etc; fashion and design schools and universities, T&A-related researchers and research centres, young T&A students and designers, etc local, regional, national and EU public authorities, with particular regard to relevant networks: ACTE, IAF, EURATEX National, regional, local media, specialized magazines and internet portals, general public Internal communication of the project, obligations and responsibility terms of information and publicity, financial management of the project, project reports and other working documents Structured information about project s results, developed methodologies, thematic reports Information about the project, progress of the activities, results and impact on the territory General information about the project and about the MED Programme, dissemination of the results To facilitate communication between partners and create synergies, to create a shared workspace, to foster the achievement of projects objectives To share approaches and methodologies, to valorise creative background and sectoral know-how, to involve existing networks and create new ones, to foster a non-technological innovation, design and creativity To demonstrate positive impact of the project, to share examples and good practices, to improve networks and crate new ones for better dissemination of results To emphasize the importance of EU fundings, to show the potentials and benefits of territorial cooperation, to rise awareness about T&A Heritage and know how of the territories Web site reserved area, e- mails, partnership meetings (operative meetings and steering committee meetings), workshops, study visits, Internet web site, newsletters, press conferences and releases, seminars and conferences, information brochures and leaflets, project reports, publications Internet web site, newsletters, press conferences and releases, audio visual media specials or reports, seminars and conferences, information brochures and leaflets, project reports, publications Internet web site, press conferences and releases, articles, audio visual media specials or reports, seminars and conferences, participation on festivals, fairs and thematic conferences, information brochures and leaflets, promotional material 7

8 3. Communication tools and actions Tools and actions implemented by the communication plan will enhance and improve the achievement of project's objectives and serve as a means of dissemination of results. The activities have a twofold direction and are segmented with this regard in actions of internal communication and actions of external communication. Internal communication activities should facilitate cooperation and promote information exchange and synergies between project participants thus assuring an effective implementation of project activities and information flow among project partners. External communication has the objective to maximise the value and awareness of the project outcomes to a wide range of social and economic stakeholders, local, regional, national and EU public authorities, general public and media Tools a) = Logo and visual identity manual b) = Internet web site including the access to the Database of T&A Heritage c) = Newsletters d) = Brochures/leaflets e) = Thematic reports and/or Publications f) = Event specific materials and promotional gadgets g) = Media and press releases/conferences Logo and visual identity manual The logo represents the visual identity of the project and it will be used on all project documents together with the MED Programme and EU logos. The visual identity manual - provided with the project logo and the basic information about its use also contains a draft of the graphic elements for the production of the project documents and other graphic material. 8

9 Internet web site including the access to the Database of T&A Heritage ( Web site is the main tool for communication of the TEXMEDIN project towards social and economic stakeholders, local and EU level Authorities as well as general public. Its main objectives are to increase awareness between potential beneficiaries and target groups about the project activities and to build a shared space that gathers knowledges, innovative and creative ideas. It is updated on a regular basis about the progress and achievements of the project. The sections of the web site are dynamic in order to secure the complete autonomy for the administrator to publish all necessary data at any time and to reduce maintenance costs. The website is built on two levels: 1. General project area - provides information about the project, its activities and partners. News, meetings and events, newsletters, documents, FAQ, multimedia, links and contacts pages are also included and regularly updated. A multimedia page enables project operators to upload photos, audio and video files produced within project activities thus exploring innovative and interactive ways of communication. 2. Reserved area - dedicated to the exchange of internal work documents and communication between partners. A page will be dedicated to the Database of the T&A Heritage. It will have an on line query form where the final user will be able to insert search items and explore the database directly from the project's web site. 9

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11 Newsletters Newsletters represent a communication tool that help circulate information and ideas, as well as report the progress of the TEXMEDIN project and will be published every 6 months in English. The 5 newsletters review past activities and outline future events in the light of the two Thematic Components of the Project. All partners will contribute contents to the newsletters in accordance with the activities that they implement in the framework of the project. Each newsletter will be printed in 2500 copies Brochures/leaflets Brochures and/or leaflets will be published and distributed widely on the partners territories during the various phases of the project in order to inform the stakeholders and general public about the project objectives, partner institutions, database of the T&A heritage and inspiring labs. This way, main stages of the project's life will be followed by the publication of a brochure with the objective to inform and disseminate the results achieved. OBJECTIVE TIMESHEET QUANTITY LANGUAGES Presentation of the project July Presentation of the partnership July Presentation of the database of T&A Heritage and designers contest February Presentation of the INSPIRING LABS July English, possible publication in Italian, French, Spanish and Greek English, possible publication in Italian, French, Spanish and Greek English, possible publication in Italian, French, Spanish and Greek English, possible publication in Italian, French, Spanish and Greek 11

12 Thematic reports and/or Publications Each thematic report and/or publication will sum up the results of the thematic workshops and study visits in terms of practical lessons, good practices and related policy recommendations. A final publication of project s results including guidelines for policy makers and policy recommendations will be published together with a multimedia DVD. PUBLICATION TIMESHEET QUANTITY LANGUAGES Publication on the Integrated Knowledge Base July 2010 To be decided English Publication on the INSPIRING LAB February 2011 To be decided English Final publication + DVD capitalisation and dissemination of project results July 2011 To be decided English Event specific materials and promotional gadgets Conferences, seminars, exhibitions, workshops and other events will be publicised with printed and multimedia materials (information packages, programs, presentations, web spots and other kind of crossmedial material). Promotional gadgets like pens, USB sticks or bags will also be distributed on occasions, especially during capitalization seminars and project s final conference Media and press releases/conferences During all project activities local, regional and national media (broadcast, press conferences and printed media) as well as specialist magazines, web portals and other means of communication will be used to inform about project activities. The information will be targeted towards specific audience when possible and it will be transmitted mainly in local languages. All partners of the project will be encouraged to interact with the media in their areas. A network approach will be adopted to ensure a widespread circulation of news and main results and outputs between stakeholders and general public. As most efficient vehicle of information among general public local and regional, audiovisual media will be involved. Specials about T&A Heritage of the partners territories, non-technological innovation of products, young designers contest, creation of inspiring labs will be documented and broadcasted. 12

13 3.2. Actions a) = Kick Off Meeting b) = Events c) = Workshops and study visits d) = Exhibitions e) = Final Conference Seminars and events - organized to give visibility to the project and its results - have the purpose to reach a wide number of potential stakeholders. All TEXMEDIN conferences and seminars will be documented through video, audio and photo records that will be published on the project s web site Kick Off Meeting On the occasion of the TEXMEDIN Kick Off Meeting held in Prato on 6th and 7th of April 2009 the first seminar of the project was organized. Its aim - besides starting the project activities - was to present in detail all information regarding the project and give the public an insight into the partners' activities and institutions. The event had a relevant impact on local and regional media and through them on the territory Events The project will also participate in and be presented at other external events such as, those organized by the JTS, the EU authorities, local, regional and national organizations and/or PA - as well as on special international events taking place in the partners regions - such as the Greek Fashion Week or Lyon Vision Mode. Among possible events in 2009/2010 are: FAIRS/FESTIVALS DATE PLACE WEB Economia 3 September 2009 Prato, Italy Greek Fashion Week October 2009 Athens, Greece Lyon Vision Mode Lyon, France 13

14 The project will also participate in external CONFERENCES/SEMINARS, such as: CONFERENCES/SEMINARS DATE PLACE WEB AEDT (EU Association of Fashion Retailers) Board Meting 22 June 2009 Brussels, Belgium MED Programme Capitalization for running projects and Annual conference November 2009 Naples, Italy Workshops and study visits According to the action plan four workshops and/or study visits will be organised during the project's lifetime. A half-day seminar open to the public will be programmed during these working days in order to involve local social and economic stakeholders and to share achievements with general public. At these events highlights of the outputs and good practices emerging from the project will be presented. WORKSHOP/STUDY VISIT DATE place Development of the knowledge-base, exchange of experiences and good practices September 2009 Athens T&A database and presentation of designers contest February 2010 To be decided Implementation of the Inspiring Lab and exchange of experiences among the participants of local training workshops Presentation of results of experimentation of the Inspiring Lab with young designers and local stakeholders September 2010 March 2011 To be decided To be decided 14

15 Exhibitions The exhibition of the designers' project works will be the highlight of the project. It will be held for a few months at the end of the project. The exhibition will deliver to the general public the creative work developed by the young stylists and designers in the framework of the TEXMEDIN activities. The exhibition will be heralded and publicised through press releases, TV and web specials and other communication channels Final Conference The final conference will be organized in Prato at the end of the project, in July 2011 with the aim to present best practices, to report and disseminate project's results. It will also be the place to discuss about emerging opportunities and future activities of the partners and of the created networks. The conference will be promoted through all channels of communication and among all target groups. 15

16 4. Publicity obligations The LP and the partners will jointly implement a CP that ensures adequate promotion of the operation both towards targeted groups and towards the general public. The Regulation (EC) 1828/2006, art 2, 3, 4, 5 on information and publicity measures, carried out by the beneficiaries receiving assistance from the Structural Funds must be followed in all circumstances. In conformity with the Art. 7 of the Subsidy Contract and Art. 8 of the Partnership Agreement, all communication or publication regarding the project, including a conference or a seminar, must state that it has received a subsidy from the ERDF through the MED Programme. In organising information dissemination events (conferences, seminars, fairs, exhibitions, competitions ) related to a project partly financed by the Structural Funds, the organizers must indicate the community participation to these projects through the presence of the European flag in the meeting room, of the European emblem and the logo of the programme on the documents. In general, the LP will guarantee the respect of the Regulation (EC) 1828/2006 of the Commission for the information and publicity actions on the European Structural Funds. Any communication or publication related to the project, in whatever form and on whatever medium, including the Internet, should specify that it reflects only the opinion of its author and that the MED Managing Authority is not responsible for the use eventually made of the information. The partners agree that the Managing Authority and/or the Joint Technical Secretariat is authorised in the framework of the MED Programme to publish, in any form and on any support / media, including the Internet, the Application form approved and in particular the following information: - name of the Lead Partner and its partners, - main purpose of the operation, - ERDF funding approved and the total budget, - geographical location of the operation, - final report of the project, - any prior publication of the project Project cofinanced by European Regional Development Fund Projet cofinancé par le Fonds européen de développement régional 16

17 5. Budget plan The total budget for the communication activities for all duration of the project is ,00 Euro. The bulk of communication activities will be organized and implemented by the LP. The budget is divided between partners in the following way: PARTNER BUDGET/ Municipality of Prato Textile Museum of Prato Foundation Hellenic Clothing Industry Association Foment of Terrassa Documentacion Centre and Textile Museum Clothing Textile and Fiber Technological Development French Institute Textile Clothing Peloponnesian Folklore Foundation CARPIFORMAZIONE TOTAL

18 6. Contact details for the implementation of the Communication Plan Lorena Vidas, TEXMEDIN Communication Officer Municipality of Prato, Department of Economic Development Viale V.Veneto 9, Prato (Italy) Vanessa Visentin, TEXMEDIN Project Officer Municipality of Prato, Department of Economic Development Viale V.Veneto 9, Prato (Italy) tel ??; fax