European Research Area – Network
‘Towards an ERA in Industrial Biotechnology’
ERA-IB-2
Communication strategy
Work Package 3
Work Package Leader:
Department of Economy, Science and Innovation (EWI)
Flanders, Belgium
European Research Area – Network
‘Towards an ERA in Industrial Biotechnology’
ERA-IB-2
Communication strategy
Preface
Chapter 1
Mission
Chapter 2
Objectives
2.1.
2.2.
Chapter 3
3.1.
3.2.
3.3.
3.4.
3.5.
Chapter 4
4.1.
4.1.1.
4.1.2.
4.1.3.
4.1.4.
4.1.5.
4.2.
Strategic objectives
Operational objectives (work packages)
Selected target groups - stakeholders
The consortium of ERA-IB-2
Potential new partners for the consortium
The research community
The general public
The media
Communication tools
External communication
Website
Electronic Newsletter
Dissemination material
Powerpoint presentation
Press releases
Internal communication
Preface
Since 2006 the ERA-IB network is organized within the ERA-net scheme that is funded by
the European Community’s sixth Framework Programme (FP6). The purpose is to stimulate
transnational networking, cross-border partnerships and to foster knowledge transfer
concerning industrial biotechnology (IB). Within the last five years 16 partners – from
academia, governments and industry – from 12 different countries had the chance to work
together on joint projects. ERA-IB has launched two jointly coordinated, transnational calls
for project proposals. This resulted in 8 funded projects for a total granted budget of 9.7
Million € (first call) and 10 funded projects for a total budget of 11.1 Million € (second call).
ERA-IB-2 (December 2011 till November 2015) is building upon the success of the FP6
project “ERA-IB” and will develop the network further into a true pan-European approach to
Industrial Biotechnology R&D funding. The seventh Framework Programme (FP7) is funding
these new ERA-net actions. The most important objective is a further development of a
European knowledge-based bio-economy (KBBE) through the opening of 4 consecutive joint
calls (one per year). ERA-IB-2 will launch a third joint call for research proposals in March
2012.
During this time period the Flemish department of Economy, Science and Innovation will
work on a communication strategy and work out communication and dissemination activities.
Below, we will elaborate our initial concept: ‘target group communication’.
1
Mission
The reason why there is a sequel after ERA-IB is because we want to evolve further ‘towards
an European Research Area in Industrial Biotechnology’. The mission of ERA-IB-2 is a
further reduction of the fragmentation of research efforts made at national level in Europe.
The ERA-IB-2 network will invest in a better use of scarce and dispersed resources. The
network will at the same time invest in intensifying the coordination and will invest in more
efficient cooperation by joining forces and developing common approaches and exchange of
good practices. These actions should lead to a better European knowledge-based bioeconomy.
One of the main tasks of the consortium of ERA-IB-2 is to invest in a clearly defined
communication strategy. In other words, the consortium wants to enlarge the ERA-IB
reputation, increase the number of participants, expand the number of interested
people/organizations/stakeholders in industrial biotechnology and attract the attention of the
general public to biobased products.
2
Objectives
Before we elaborate our communication strategy, where we distinguish different
communication tools aimed at our five target groups, we first have to set our main objectives.
We use three different kinds of objectives: strategic, operational and communication
objectives.
2a
Strategic objectives
The strategic objectives are defined in the ‘Description of Work’ (DoW). This document is
approved by the different participating countries of ERA-IB-2 for ‘a deepened and enlarged
European cooperation in the area of Industrial Biotechnology.’
The partners have divided their ambitions into seven different Work Packages (WP). One or
more partners will be responsible for a WP. It concerns the following strategic objectives:
1.
2.
3.
4.
5.
6.
7.
2b
management
coordination and networking
communication and dissemination
planning and preparation of joint calls, ensuring stakeholder involvement
implementing joint calls on a regular basis
monitoring of projects and evaluation of joint calls
monitoring and evaluation of ERA-IB-2 activities, and network sustainability
Operational objectives
To reach the strategic objectives the appropriate operational objective will make them more
concrete and operationalize them. For each strategic objective we will translate them
separately into specific, measurable, attainable, relevant and time-bound (SMART)
objectives.
1. Management
The objective of this WP is the establishment of efficient management and activities of the
ERA-Net and the Consortium, which are not covered by any other coordination activity of the
network.
First of all the responsible task leader (FNR) has to establish and manage the ERA-IB-2
management structures. More concrete, it means that it involves the initial setting up of the
Joint Secretariat and of the Executive Board (EB). The latter will be the main decision making
body of ERA-IB. The EB will be responsible to appoint the Advisory Board (AB). The AB is
responsible for setting up structures for financial management and accountability
arrangements. The Joint Secretariat is in charge of the composition of the boards
(supervision and adaptation).
Secondly, preparing, managing and updating the Consortium Agreement between the
participants will be done within this WP. More concrete: initial set-up, managing the impact,
changing practicalities of the Consortium.
Finally, management means the overall legal, contractual, ethical, financial and
administrative management of the consortium.
2. Coordination and networking
We can distinguish four operational objectives. First of all, the task leader has to facilitate the
management and day-to-day work of ERA-IB-2 bodies through coordination and internal
communication.
Secondly, networking with other initiatives, communication with stakeholders and
representation of the ERA-Net has to increase the visibility of the project and the topic IB.
Concretely this means that ERA-IB-2 has to be represented towards the EU, other ERANets, European Technology Platform (ETP) SusChem and other ETP’s and Joint
Programming Initiatives (JPI’s).
The third and fourth part can be combined. The focus here will be the identification of
potential partners, of synergies with other initiatives and of opportunities for (international)
cooperation. An enlargement of the network will be the main focus.
3. Communication and dissemination
The first operational objective concerns content management of the public website (to be
used by all relevant WP’s). This means developing a communication plan and managing the
structure and content of the ERA-IB-2 website.
Secondly, a platform for IB-related ERA-NET’s will be provided. In order to exchange
information and experiences, and align relevant activities. This communication tool is
essential to increase research efficiency (avoiding duplication calls and action). Consultation
will be extended.
The last operational objective contains a further development of external communication
(newsletter), preparing communication products per relevant stakeholder group (press
releases, posters, brochures,…), and dissemination of project results.
EWI will be responsible for communication and dissemination activities and more specific the
first en third operational task. The following chapters explain our communication strategy. In
other words, how we will turn our operational objectives into concrete actions and how we
will direct various communication tools towards our different target groups.
4. Planning and preparation of joint calls, ensuring stakeholder involvement
The task leader will explore possibilities for joint calls and options for joint calls with other
ERA-Nets and/ or ERA-Net Plus and other European initiatives. This means that research
topics have to be screened in order to check if there can be collaborations in a joint call for
proposals.
Secondly, a pre-selection of research topics for transnational cooperation will be made (longlisting).
Further, enabling and ensuring stakeholder (esp. industry, and within this group, esp. SME)
participation determining call topics (short-listing), will be a third operational objective. Last,
by discussing and finalizing procedures and administrative issues, the call administration and
the agreement/streamlining on/of call procedures will be optimized.
5. Implementing joint calls on a regular basis
To reach the main goal: execution of joint calls on a regular basis, three operational
objectives have been set. The first one concerns the development and implementation of a
Call Secretariat. The main tasks will be the hosting of the project website, an on-line tool for
submission of proposals and the administrative tasks concerning the joint calls. The second
objective is the implementation of two general joint calls on IB. A last operational objective
will be the implementation of two joint calls on specific aspects of IB.
6. Monitoring of projects and evaluation of joint calls
The main objective will be the monitoring, controlling the impact of the transnational research
projects funded in ERA-IB and ERA-IB-2 and the evaluation of the joint calls (at the end of
the respective funding period). This will be done by reports and meetings, assisted by the
AB. The monitoring of the call implementation, the analysis of outcome, impact and lessons
learnt of the joint calls will be done. A final objective is giving assistance in the dissemination
of call results.
7. Monitoring and evaluation of ERA-IB-2 activities, and network sustainability
The operational objectives concern the monitoring and (ex-post) evaluation of ERA-IB-2
activities with regard to their long-term, strategic impact, and on defining a strategy for
network sustainability beyond the EC-funded period. More concrete, the assessment of the
strategic achievements of ERA-IB and its activities, monitoring of the operational processes
of ERA-IB-2 and evaluation of their impacts, and the identification of procedures to assure
the sustainability of the network in Industrial Biotechnology and the development of a vision
paper for the network’s future.
2c
Communication objectives
By putting forward an overall communication strategy, the consortium will improve the
communication objectives that weren’t reached during the first ERA-IB period. This concerns
three things: providing newsletters on a more regular basis, make sure that ERA-IB-2
partners spread information and the link to the era-ib.net site to all the stakeholders and
invest more in the intranet.
Furthermore we can divide the new communication objectives into four main sections. These
in chapter 3 the communication objectives will be linked to the target groups and in chapter
4, to the communication tools.
1. Provide up-to-date information to the consortium
We will inform all our partners and observers within the project about upcoming calls, results
of granted projects, new developments within the IB area and increase the interactivity
between partners. This will happen on a regular basis.
2. Develop or increase involvement of the general public
We want to inform and increase the involvement of the general public. We will communicate
and explain to people what IB means and why they will benefit from (our) investments in IB.
3. Dissemination
The results and the relevance of the different funded projects will be spread and made public
to inform the research community about past and present calls.
4. Attract new partners to the consortium
Communication towards new potential partners (member states and their organizations), to
get them ERA-IB-2 minded and to join as partner or observer, and finally to have them
participate within joint calls.
Selected target groups – stakeholders
3
In order to create a successful communication strategy it is important to select and define our
target groups. When each target group and their specific needs are defined we will select in
chapter four the different communication tools that are necessary to reach our specific group.
3.1.
The consortium of ERA-IB-2
The participants within ERA-IB-2 are ministries, research councils and scientific agencies
who are programme owners or financiers of R&D programmeswithin their country or region
They are all partners who have an important role to fulfill and participate within one or more
work packages. . For now, we count 19 partners from 15 different countries/regions. An
important matter is that every organization has strong ties with its national/regional
government and industriesor are involved inEuropean and national/regional activities such as
with ETP’s and JPI’s. It is important that the consortium partners make use of these strong
connections and act as a multipliers to other groups and associations in order to reach as
many potential players as possible.
All communication tools will be open and made available to the consortium members.
3.2.
Potential new partners for the consortium
The main purpose of ERA-IB-2 is to ‘increase Europe’s competitiveness in IB by providing a
platform for long-lasting collaboration and cooperation between national/regional partners …
including new Member States and Associated/ICP Countries.’ It is important to get the
attention of potential new members to further reduce fragmentation in IB R&D funding.
Potential new partners have links with IB and are interested in a coordinated and cooperative
collaboration, where they can actively support joint projects as a partner or observer within
the consortium.
We will focus on the remaining EU member states, associated countries and the candidate
states for the European Union. This means we will produce communication and
dissemination material (specially) addressed to these countries. This could be throughan
overview of the successful projects and partnerships, their results and the relevance of ERA-
IB-2 collected in call brochures. Dedicated workshops could be organized to attract these
partners.
3.3. The research community
Researchers from public and industrial research are potential participants in joint calls. They
will mainly be approached by WP 2 but are premium target for information on calls, progress
and results of joint projects to be encouraged to submit projects.
3.4. The general public
To inform the wider public it’s important to draw their attention and find a way to trigger their
interest for IB. This target group is the most diverse target group to reach. We have to make
them understand what IB is, and how they can benefit from IB. In other words, why our
investment in IB has a positive impact on their daily life. We have to communicate the
relevance and benefits of IB developments for daily use and increase IB accessibility for
them.
3.5.
The media
A way to reach the general public and prospective new partners for the consortium (relevant
stakeholders) is through regular message in the written press on IB. By expanding contact
lists and keeping contact with numerous media, IB and the ERA-IB-2 project will be picked
up and brought under the attention of our stakeholders.
4.
Communication tools
4.1 External communication
4.1.1 Website
The website is our most important communication tool to reach not only the partners and
observers, but also the general public, potential new partners and the media. We will use
every other communication tool as an opportunity to refer to our website.
The structure and content of the website need to be updated regularly. The existing web
address – www.era-ib.net – and main features will remain active. To make the site more
user-friendly and more interactive, the site will be refreshed and re-organized and extended
with modern social media. We will also invest more in the intranet, which will be described
under ‘Internal Communication’ (4.2.).
Towards the consortium of the ERA-IB-2
 overview of upcoming (closed and public) events: ERA-IB related, IB related,…
 announcements/updated info about (upcoming) calls
 overview of results of funded projects
 information about partners/observers
 information about regional/national/international programmes
 publications, press releases, fact sheets
Towards potential new partners for the consortium
 section with all the important info about how to join the consortium
Towards the research community
 Information about past and present calls
 section with all the important info concerning joint calls
 button to submit (pre-)proposals
Towards the general public:
 introduction to ‘What is IB’
 clarifying information why IB is important for daily use
 examples of applications, advantages and challenges of IB
 links to further information
 information about ERA-IB-2 (partners, observers, programmes)
 increase interactivity: for example FAQ’s, video, ‘search’-button
 social media, like Facebook, LinkedIn, Twitter will be integrated
 publications, press releases, fact sheets
Towards the media
 link to the website will be given in every press release and newsletter
4.1.2 Electronic newsletter
The content of the newsletter will be used to communicate results, developments, upcoming
events and information related to ERA-IB-2 and its joint calls and funded projects. But also
content concerning IB not directly related to ERA-IB-2 can be admitted to the newsletter.
Through this the relevance of ERA-IB-2 will be communicated in the newsletter.
There will be two newsletters each year, that are eight newsletters planned over the project
duration.It is our goal to distribute the newsletter electronically to at least 200 stakeholders in
partner countries aiming at a significant increase of subscribers during the project.


Towards all target groups
accessible through a link on the website
registration for the newsletter is possible (contact information on website +
submission to contact list, excel file)
4.1.3 Dissemination material
Via this tool we will communicate about the project results and about the quality,
effectiveness and relevance of the ERA-IB-2 project. The different materials will be used at
conferences, meetings, stakeholder events:


poster: at least one roll-up poster will be designed where ERA-IB-2 is presented
(including photos), to be used during big EU events (F.e. KBBE-conferences); a
paper version (poster) will be made available as wellfor the partners attending
national/regional events
leaflet: the format will be a threefold, with an introduction to IB, ERA-IB-2 and joint
calls and photos


handout: describing granted projects per call and results at the end of the project for
each joint call (collected in a file).
A brochure per call will be offered for final results of projects as pdf document.
Towards the consortium of the ERA-IB-2
 Dissemination material will be provided mainly electronically to the partners and
observers so they can print when they are attending IB-related events at regional and
national level.
 This material will also be available via intranet and will be updated when necessary.
Towards potential new partners for the consortium
 Communication through dissemination material can be a way to convince potential
new partners to join ERA-IB-2. Via the call brochures and brochures with handoutsized project information we can offer an overview of the results and the relevance of
the ERA-IB-2 project.
Towards the Research community
 Through presenting dissemination material such as call brochures interested potential
participants may be persuaded to hand in pre-proposals.
4.1.4 Power point presentation
A general power point presentation (ppt) will be available to inform stakeholders. The ppt can
be used at events where partners of the consortium are representing ERA-IB-2.These can
take place at national, EU or international level.



FNR delivers information for ppt
EWI delivers template for ppt
an updated version is available on the intranet
4.1.5 Press releases
Important news items, such as the publication of a joint call, the kick-off of funded projects or
their final results, or a public ERA-IB-2 event, will be distributed via press releases.
Towards the media:


4.2
press releases are sent directly to national and EU media: Belga, Reuters, Europe
Press room
available on the public ERA-IB website
Internal communication
Internal communication between the different partners and observers, will be activated by
supported by the use of the internet section which will only be accessible to partners and
observers.
Towards the consortium of ERA-IB-2
 finalized documents and work-in-progress
 powerpoint presentation





information about EB meetings
proposals
external evaluation
contact list
call documents
This section will also be adjusted along with the public pages of the website.