Title

Developing marketing strategies

Objectives

Provide the most effective support for marketing/positioning on markets of choice; Create a shared strategy strengthening impact and effectiveness of market presence. Differentiate actions for internal/external targets, by cluster profile, trans-sectorial co-operation and commercial potential

Description of main activites

Definition of a common marketing communication strategy for Clusters;
Integration of marketing and actions from other WP under a synergistic approach;
Communication guidelines per sector addressing industry-specific marketing needs;
Definition of rules directing design, execution of communication and marketing actions;
Creation and execution of communication initiatives promoting the clusters actions deriving from the present project

Starting Date

October 2006

Duration in month

12

Expected Costs

103.800.- Euros

Responsible for this WP

Piemonte

Are there any Common Transnational Activities planned within this WP?

no

Tasks of each individual PP in this WP

In a first step Regione Piemonte will prepare guidelines for marketing activities to be carried out by the other partners. Hereby the results of WP5 (i.e. identification of new markets) and the specific thematic fields of WP6 and WP7 will be regarded. The guidelines will be part of a training seminar about international marketing communication in targeted markets and common marketing strategy and techniques for SMEs/Clusters. The seminar will be attended by the project partners and the SMEs/Clusters involved. Based on the guidelines each of the partners will carry out different marketing activities in close co-operation with the SMEs/Clusters of their region. Hereby different communication channels will be used: mailings, websites, leaflets, brochures, participation in fairs and other events, direct contact with customers etc. WP8 includes marketing for the network as a whole. Therefore the activities will be closely linked to WP9 and WP4. For both WP´s, CIPRA is responsible.

Expected outputs and results of the WP

1. Creating a common vision for the Alpine Space to be implemented in sectors other than

those identified by WP7 - its foundations laying on the findings and experience of the entire Nena project

2. Increase the adoption of a mature and efficient approach to integrated marketing communications in  SMEs and Clusters 

3. Favour the perception of the Alpine Space as the ideal environment for the establishment and growth of innovative industries and production processes