1.workshop process 2.key actions easw scenario workshops footwear cluster (san mauro pascoli)...

1. Workshop process

2. Key Actions

EASW Scenario Workshops

Footwear Cluster (San Mauro Pascoli)

Packaging Cluster (Montecchio Emilia)

Emilia-Romagna Region - Italy

Walter Sancassiani – Focus Lab

Prague – 16-17 April 2012

1. Process

San Mauro Footwear ClusterEASW – 2 Dec 2011 + 1 focus group follow (11 January)

Montecchio Packaging ClusterEASW – 29 Febbruart 2012 + 1 focus group follow (19 March)

Stakeholders involved: around 80 stakeholders (25 each EASW + 10/15 each focus group)

Scenario Workshops – EASWSan Mauro Footwear ClusterMontecchio Packaging ClusterEmilia-Romagna Region - Italy

Stakeholders involved in each workshop and focus group: • Local Companies• Industry Associations• SME Associations• Public-Private Agency for local Development• University• Technichal High School• Local Authority Majors and Deputy Chiefs


Engagement

• Stakeholder Map• Invitation Letter • + project brochure • + EASW brochure • + module of participation• + direct calling

Key issues discussed in the 2 workshop: San Mauro Footwear Cluster

1. Cluster Marketing2. Networking (Companies and Local Authorities)3. Role of Local Develoment Agency4. Supply Chain and company role


Montecchio Packaging Cluster

1.International promotion2.Innovation 3.Access to Credit4.Networking (Companies and Local Authorities)

Scenario Workshops – EASWmethodologySan Mauro Footwear Cluster

Scenari per XXScenari per XX

Sessione Plenaria ObiettiviIntroduzione Metodologia Video

Sector Scenarios Sector Scenarios

Business Local Authorities Universities Services

Plenary SessioN

Idea-Action Development

Idea-Action Development

20 ACTIONS

(5 per each groups)

Votation of 5 priorities

Common

Vision

Ideas ?

Tools ?,

Roles ?

Marketing Networking Credit Supply Chain

1. Cluster Marketing2. Networking 3. Local Develoment Agency4. Supply Chain

Negative/Positive Scenarios

Process in each Cluster: San Mauro Footwear ClusterMontecchio Packaging Cluster


2 EASW workshop

1.SWOT analysis

2.Scenarios

3.Action Planning

Ideas generation

Perspective

Discussion/Dialogue

1 focus group

1.Key questions

2.Action Priorities

Report Report

EASW Adaption in each Cluster: San Mauro Footwear ClusterMontecchio Packaging Cluster


2 EASW workshop

1.From 1 Day to Half-Day

(Stakeholder availability)

1.Time Reduction

No mix of key stakehoders in Action Planning in 1st workop

No Negative Scenarios

1 focus group

1.Key questions

2.Action Priorities

EASW + WorldCafé

1.SWOT / Neg Scenarios

2.Mix Stakeholder

1. Process

adaptation (Mix EASW – World Café)

Scenario Workshops – EASWIn Packaging Cluster

Content structures

1. SWOT on 4 key issues2. Scenarios on 4 key issues3. Common Scenario4. Action Planp on 4 key issues

Ideas/Actions > What to do ? Tool to implement > How ?Roles > Who ?

Workshop Action Plan Report

1. Action to promote the District Area

• Identifying a brand linked to the territory by exploiting the network of relationship between Cercal and Technical Schools.

• A "supplement" common to all producers to be included in the shoebox: eg. wrapping paper

• A contest of ideas with students could be set up, with the Professional School M.Curie, University, Cercal.

Themes which could be used for the promotion:• Poet Giovanni Pascoli• Stampe Romagnole• The kitchen maker Artusi• The Piadina food• The beautiful countryside• The well-being technologies (Technogym)• Made in Italy• 0 km Shoe

San Mauro Footwear District - Actions

1. Action to promote the District Area

•Definition of a Marketing Territorial Brand involving the network of relationship between Cercal and Technical Schools and University.

•Promotion of a contest / Ideas Award involving students of the Professional School M.Curie, University, Cercal to stimulate graphic design development of the Brand.

• Creation of a "supplement" product shared by all Shoes producers to be included in the shoebox: eg. wrapping paper containing cultural/touristic theme information on key excellences of the Cluster such as:

• Poet Giovanni Pascoli• Romagna textile printings• The kitchen maker Artusi• The Piadina typical food• The beautiful countryside• The well-being technologies world best-in class (ie. Technogym)• Made in Italy (flag colors on shoes)• 0 km Supply Chain Shoe

San Mauro Footwear District – Key priorities Actions

2. Activities to meet business world and academic world

•Meeting/confrontation Workshop between research and business world

• Meeting with researchers and in a two-way exchange of experience and explicit demand and supply of innovation and research.

•This moment may fall within the initiative "Researchers' Night” (September 28)


3. Activities to support CERCAL (Service Center in the district) Meeting with Marketing managers of Brand groups in the area to share some actions for promoting the Cluster Brand and a Green / Sustainability/ CSR profile of the Cluster.

Enhancing participation in international Trade Fairs in order to reach a critical mass, outlining the Made in Italy excellenceon shoes


1. Resource Centre

Which should be at the same time:• A sector strategic Centre for the activities of the district • Will parallel the forms of coordination and governance at the institutional

level.• Could meet different skills and act as a coordination center• Could promote collaboration between institutions and enterprises, and

between universities, schools and companies on the other.

Related to this, emerged also the idea of creating a “Campus" with new laboratories:

• As an initiative of partnership between local companies, Institute Silvio D'Arzo and the City of Montecchio

• The empty property owned by the Municipality can potentially provide 35 laboratories.

Val d’Enza Packaging District - Actions

2. Exchanges between foreign companies and technical school

• EU Stage to educate students/future workers to deal with foreign countries•Define European Stages for students in foreign companies through local partnership project C-Plus

3. Territorial promotion

•A contest/Ideas competition to develop a "Val d'Enza / Packaging Valley” brand to be realized together with the Institute S. D 'Arzo and the Resource Centre


4. Activities of Network-building with some local companies

•Identification of a Network Manager figure to to set up a project network with at least 3 companies in the Val d'Enza

5. Activities to meet business world and academic world

•Organization of a meeting between research and business world with particular attention to agro-processing and packaging companies on 17 October in Parma, in the context of European SME Week


1.workshop process 2.key actions easw scenario workshops footwear cluster (san mauro pascoli)...

Documents

key issuesscenarios

key issues ideasactions

creditnetworking companies

technical schools

district areaidentifying

supplement common

network of relationship