How to develop Marcomm strategies and plans - with Project - Eunjin HU, Communication officer, TEIN*CC 18 February 2019, Daejoen, Korea

Transcription

1 How to develop Marcomm strategies and plans - with Asi@Connect Project - Eunjin HU, Communication officer, TEIN*CC 18 February 2019, Daejoen, Korea

2 List of Contents Why we need Marcomm Strategy and Plan Communication and Visibility Plan 1. Introduction 2. Objectives 3. Communication Strategy 4. Dissemination strategy 5. Actions and Activities 6. Monitoring and Evaluation 7. Resources Summary

3 Why we need a marcomm strategy and plan When we implement or promote projects, a marcomm strategy should be come up with overall project plan - A marcomm strategy will help you target your communication to the right audience and the right publications at right time What we should consider first? - Find your target audience - Find your key messages - Create time frame - Find out what to do - Better communication

4 Communication and Visibility Plan Contents 1. Introduction 2. Objectives 3. Communication Strategy 3.1 Content strategy 3.2 Audiences 3.3 Core Messages per audience 4. Dissemination strategy 5. Actions and Activities 5.1 Visibility 5.2 Content 5.3 PR networking 6. Monitoring and Evaluation 7. Resources follows the communication and visibility manual for European Union External Actions as the EU co-funded programme

5 Objectives General objective of the Communication plan: - Efficiently disseminate the objectives, developments and achievements of Asi@Connect to its Asia- Pacific, European and global stakeholders, and raise awareness of the TEIN initiative s success stories and its sustainable development through the Asi@Connect project. The specific communication objectives of Asi@Connect are to: - Engage with local and international stakeholders to: Help secure funding Foster e-infrastructure cooperation Foster R&E collaborations in Asia-Pacific and with other world regions Help increase network usage - Strengthen and support the TEIN community through PR capacity building - Leverage dissemination opportunities created by collaborative R&E projects carried out between Asia and EU or other world regions

6 Communication Strategy Branding - TEIN & Asi@Connect, continuation of the success story of TEIN to Asi@Connect - The project is Asi@Connect, and it provides existing TEIN network to the TEIN community and the global R&E communities Contents: - Focus on societal benefit - User case studies to showcase the societal impact of the funded connectivity and the commitment of the TEIN community We could implement the best practices in some of the existing systems. Example would be the structured network we implemented in few areas and the planning we are doing. We intend to include in the future plans as well as the policies we are working on. ICT Officer in the ICT Unit (College of Science and Technology) Network and Inform ation Security Workshop in Bhutan (August 2017)

7 Target audiences The communication will target four main groups of stakeholders: Policy makers, funders and supporters The NREN community across Asia- Pacific as well as around the world End users The general public At two geographical levels: Regional: in Asia and Pacific International: in Europe and beyond Where appropriate and requested, will also support visibility and lobbying activities at national level

8 Core message per audience In Asia-Pacific will: - Provide wide range of opportunities for international collaboration. - Drive the successful digital connectivity between Asia and Europe. - Help solve issues of high societal impact in and out of Asia (tele-medicine, water management, crop science, disaster management, researches for public health). - Contribute to reaching the UN Sustainable Development Goals. In Europe and beyond Asi@Connect will: - Create more collaborative opportunities in R&E. - Drive the successful digital connectivity between Asia and Europe. - Strengthen the European research and education input thanks to collaborations on high societal impact research and projects. - Accelerate scientific breakthroughs at a global scale.

9 Core message per audience Towards the NREN community will: - Allow the research and education community across Asia-Pacific to connect to each other and with their counterparts around the world. - Help provide high-speed bandwidth at best rates. - Support innovative services dedicated to the R&E community. - Provide messages, arguments and case studies to support lobbying for funding. Towards end users Asi@Connect will: - Provide high-speed reliable and stable connectivity. - Give access to latest scientific content. - Create more opportunities for collaborations locally, regionally and internationally. - Provide innovative tools such as e-learning, e-science and telemedicine to address local and global challenges. - Provide more opportunities for in-the field testing.

10 Actions and Activities actions and activities are grouped under: - Visibility - Promotion & dissemination PLANING AND LAUNCHING IMPLEMENTATION & MONITORING COMPLETION 1 st phase : Launching ( ) - Project Launch - Visibility & Communication plan - Brand identity - Communication tools development 2 nd phase : Activities ( ) - Awareness raising activities - Cases and stories - PR network building - Monitoring the visibility and communication activities and review the plan 3rd phase : Achievement ( ) - Achievement of the project and the promotion activities - Enhancement of project visibility - Studies and reports

11 Actions and Activities (visibility) developed visual identity with logos and design

12 Promotion and Actions (National Launch Event) To raise awareness of launching and continuation of TEIN initiative through the new project Invite stake holders like as EU delegations, Government officers and funding bodies Hold seminars targeting to NREN members and user group Date Feb 2017 Jun 2017 Oct 2017 Dec 2017 Dec 2018 NREN (Country) NKN (India) LEARN(Sri Lanka) BdREN (Banladesh) ASTI (Philippine) ThaiREN (Thailand)

13 Promotion and Actions (Video) The project video effectively delivers key messages of in a more accessible and informative way The video clip intends to raise awareness of activities implemented by the project and fits to SNS pages (click: Play)

14 Promotion and Actions (Website and SNSs) The website offers a first point of presence and a comprehensive overview of the project to all audience in Asia-Pacific, Europe and other world regions Facebook and Twitter pages are real-time communication channels with NRENs, users and global

15 Promotion and Actions (Collaterals) The project leaflet provides overall information about the and its relevant activities Case studies and stories illustrates the benefits of by showcasing how the communications needs of R&E collaborations are facilitated by advanced connectivity and how society at large benefits. The project poster contain the brand identity as well as s key activities to visually support the project

16 Promotion and Actions (Newsletters) Newsletters are planned to released 2 times a year, just after Asi@Connect Meetings The Newsletters provide overall news & event of the project, NREN activities, NREN introduction, special interview s and upcom ing event inform ation D istribution channels are em ail and w ebsite including SNS pages

17 Promotion and Actions (overall schedule) Visibility and communication tools Promotional activities PowerPoint template Logo O Website O O O O O Facebook O O O O O O Promotional videos O O Media-Kit O O O O O Leaflet O O O O O Topology map O O O O O Writing of case studies O O O O O Design of Posters O O O O O News Letters O O O O O Promotional Items O O O O O Asi@Connect Project Meeting O O O O O Project Launch Event O National Launch Event O O O PR Group meeting O O O O O Trainings and Workshops O O O O O APAN Meeting O O O O O TNC O O O O O Internet2 Global Summit O O O CAREN Conference O O O ASEM O O

18 Monitoring and evaluation Press releases and news stories: the aim will be to produce 5 press releases during the course of the project (i.e. one per year on average) Events attendance: we are aiming at over 50 attendees per Asi@Connect related event. Attendees lists will be collected for project meetings and workshops. Publications: The Asi@Connect leaflet will be reviewed regularly to add testimonials, project developments and user success stories enabled by the project and planned to print over 5000 copies during the course of the project At least 1 case study per year will be produced about collaborations and success stories enabled by the network and partners, with a view to publish them on the website, the brochure as well as relevant blogs and portals such as the In The Field with Research and Education blog. Newsletter will be issued 2 times a year, but will be increased accordance with expansion of the project activities.

19 Summary Marcomms strategy and plan is not just written document but should be prepared actionable scenario. Start: Why we need Marcomms? What s the our main priority? Planning: Identifying target audience, strategies, key messages, time frame and collaterals - Marcomm plan formats are vary and choose right one suitable for NREN or program Action: human and financial resources, dissemination activities

20 This Project is co-funded by the European Union This Project is implemented by TEIN*CC