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WP8 Activity Reports 1-5

by as — last modified 2008-07-08 12:37

Work Package 8 (Developing marketing strategies)



Progress Report 1: Activity Report

05.10.2005-30.06.2006

FORESEEN activities
 ACHIEVED activities
 Deviation

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

 First discussions among the partner about the methods and the content of the marketing strategies.
First individual contacts		 no
FORESEEN outputs and results
 ACHIEVED outputs and results Deviation
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		 no
 no



Progress Report 2: Activity Report

01.07.2006-31.10.2006

FORESEEN activities
 ACHIEVED activities
 Deviation
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

 Preparation and execution of WP5&WP8-meeting in Innsbruck on the 21st September 2006.
Discussing the WP8 concept of the responsible PP (Piemonte) at the 2nd Team Meeting in Judenburg
Identification of preliminary marketing strategies
Definition of WP8 work program, started with an information gathering process.

 no
FORESEEN outputs and results ACHIEVED outputs and results Deviation
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

 21st September 2006. WP5&WP8-meeting in Innsbruck, Attendance: Tyrol, Vorarlberg, South-Tyrol, CIPRA, Rosenheim; Issues: introduction, Welcome, core sector “Renewable energies”, core - sector “Wood”
Feedback given to the responsible PP (Piemonte) at the 2nd Team Meeting in Judenburg
Meeting date for more detailed exchange WP5-WP8-WP9 with Piemonte, CIPRA and Tyrol scheduled
Presentation of the first concept and discussion in Judemburg with partners.
Development of a guideline platform, capable of orienting futures marketing plans.

 no



Progress Report 3: Activity Report

01.11.2006-30.04.2007

FORESEEN activities
 ACHIEVED activities
 Deviation
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 derivied from the present project

 Collection of PPs' needs to elaborate the most suitable marketing strategies (work in progress)
Development of a new WP8 Strategy by the PP Piemonte.
Discussing the WP8 concept of the responsible PP (Piemonte) at the 3rd Team Meeting in Turin (all PP except Lyon)

 Common guidelines do not seem to work out, due to the wide differences among the sectors, the markets, and the companies represented by the PPs.
Further delay do to the delay of WP5
FORESEEN outputs and results ACHIEVED outputs and results Deviation
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

 Common agreement in the partner-meeting in Turin (March 2007) not to focus on an Alpine wide marketing approach. Therefore focus on the regional needs by the PPs. (All PPs except Lyon)

 Due to the late entrance of the PP Piemonte a suitable marketing strategy is not available yet



Progress Report 4: Activity Report

01.05.2007-31.10.2007

FORESEEN activities
 ACHIEVED activities
 Deviation
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 derivied from the present project

 Analysis, evaluation and assessment of the results of WP5, Preparation of the final strategy document (Piemonte)
Local marketing activities for the NENA results (See I&P Report
 Common guidelines do not seem to work out, due to the wide differences among the sectors, the markets, and the companies represented by the PPs.
Further delay due to the delay of WP5
FORESEEN outputs and results ACHIEVED outputs and results Deviation
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
 Marketing report in progress.
Local marketing activities for the NENA results (See I&P Report)
 Due to the late entrance of the PP Piemonte a suitable marketing strategy is not available yet.



Progress Report 5: Activity Report

01.11.2007-28.02.2008

FORESEEN activities
 ACHIEVED activities
 Deviation
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 derivied from the present project
 Creation and editing of the survey “A marketing strategy for the Alpine Space” which worked out that the main focus lies in the unifying concept of sustainability (see final report) (Piemonte)
Local marketing activities for the NENA results (See I&P Report)
 Specific common communication guidelines for daily use do not seem to work out due to the differences among the sectors, the markets, and the companies represented by the PPs.
Additionally, due to the late delivery of the report it is not possible to further work out the concept for each region, each field.
FORESEEN outputs and results ACHIEVED outputs and results Deviation
1. Creating a common vision for the Alpine Space to be implemented in sectors other than those identified by WP7 - its foundations lying 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
 Marketing report has been finished (Piemonte). The common vision focus on the “sustainability” of all activities in the Alpine Space.
Local marketing activities for the NENA results (See I&P Report)
 See above.



Final Activity Report

26.06.2008
activities carried out
 accumulated outputs and results
 Deviation
(All)
Positioning of the project results on the local level
Communication channels collected and sent to Piemonte
(Bozen)
Advertisement, DVD 100% Cluster Holz
Contribution of information to Partner Piemonte

(Piemonte) Creation and editing of the survey “A marketing strategy for the Alpine Space” which worked out, that the main focus lays in the unifying concept of sustainability

Collection of information and sampling materials of marketing communication actions in every participating region.
Analysis, evaluation and assessment of the results of WP5
Writing of the survey “ A marketing strategy for the Alpine Space”
(Piemonte) 83 page survey titled “ A marketing strategy for the Alpine Space” in English for the perusal of all PPs uploaded in the Nena and Regione Piemonte web sites.
Local marketing activities for the NENA results (See I&P Report), describing common marketing communication strategy for Clusters; Integration of marketing and actions from other Wps  under a synergistic approach; definition of rules directing design, execution of communication and marketing actions; Marketing report has been finished
(Bozen) Dissemination and sensitization with the  DVD as a common marketing tool that aims at creating markets and customers’ awareness on the benefits of wood constructions. The DVD was distributed at fairs and events (SAIE 2007, Klimahouse 2008 etc.)
(Vorarlberg)
Dissimination of the study done in wp5. Discussion and promotion of the project results

(Rosenheim) Master course “wood building design under architectural aspects” was started at March 2007.
The common vision focus on the “sustainability” of all activities in the Alpine Space.
 (Piemonte) Some delays due to the late submission of the WP 5 Report – have to deal with misunderstanding between the partners, some differences in the expectation of the results WP5,
Thet organizations and clusters involved were probably too different from each other, the development of common visions or integrated communications in a cluster was not realistic. Because of this the result of wp8 from PP-Piemonte is a useful survey with a general view and guidelines to marketing work within the Alpine bow. 
The partner focused the marketing activities moreon the exploitations of the project results – because of the short term of the project it was an important decision and an important contribution for a successful project closure.
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