marketing plan - track · 2019. 10. 10. · deliverable d.5.1 marketing plan author : gpwh...

Deliverable D.5.1 Marketing Plan

Author : GPWH Deliverable : 5.1 1

Deliverable 5.1

Marketing Plan

Project acronym: TRACK

Project title: Tracking opportunities to develop and strengthen data

collection and big data in agri-food chain to increase

competitivity of SMEs - TRACK

Funding Scheme: COS-CLUSTPARTN-2017-3-02

Grant Agreement number: 822067

Coordinator: Nicolas Fégeant

Project was co-funded by the European Union’s COSME Programme.

Start date of the project: October, 1st, 2018

Project duration: 24 months

Work package: 5 – Communication and cross-fertilisation

(towards S3 implementation) (Task 5.1)

Lead beneficiary for this deliverable: Greenport Westland

Authors: Marga Vintges

Delivery Date from Annex I (Part A): Month 4 – January, 31th 2019

Delivery Date : January, 31th 2019

Dissemination level

PU Public X

CO Confidential, only for members of the consortium (including the Commission Services)

CI Classified

Disclaimer: The content of this report represents the views of the author only and is his/her sole responsibility; it cannot be

considered to reflect the views of the European Commission and/or the Executive Agency for Small and Medium-sized

Enterprises (EASME) or any other body of the European Union. The European Commission and the Agency do not accept any

responsibility for use that may be made of the information it contains.



The TRACK Consortium

N° Beneficiary name Beneficiary

short name Country

1 VEGEPOLYS VEGEPOLYS France

2 ASOCIATIA CLUSTERUL AGRO-FOOD-IND NAPOCA ATC Romania

3 CLUST-ER AGROALIMENTARE Clust-ER Italy

4 FUNDACION CORPORACION TECNOLOGIA DE ANDALUCIA FCTA Spain

5 STICHTING GREENPORT WESTLAND OOSTLAND GPWH Netherlands

Contributors/peer-review

Name Institution

Nicolas Fégeant VEGEPOLYS

Mario van Vliet GPWH



Contents

Introduction .................................................................................................................................................. 4

A. About TRACK ......................................................................................................................................... 4

B. Target groups ........................................................................................................................................ 4

a. The main target groups of TRACK are: ............................................................................................. 4

b. The secondary target groups are: .................................................................................................... 4

C. Marketing and communication goals and ambitions ........................................................................... 5

D. Message ................................................................................................................................................ 5

E. Materials ............................................................................................................................................... 5

F. Channels ............................................................................................................................................... 6

G. Changes and updates procedures ........................................................................................................ 7

H. Events Calendar .................................................................................................................................... 7

I. Conclusion ............................................................................................................................................ 8



Introduction In connection with work to elaborate D2.1, the marketing plan will include joint branding and marketing

for the project.

A. About TRACK TRACK is a joint project of 5 European clusters: VEGEPOLYS (Pays de la Loire, France), Agro Transilvania

Cluster (Romania), Emilia Romagna Regional Agrifood Clust-ER (Emilia Romagna, Italy), Corporacion

Tecnologica de Andalucia (Andalusia, Spain) and Greenport West-Holland (Zuid-Holland, Netherlands).

The main outcomes of TRACK will be to increase the competitiveness of the agrifood and ICT industry on

the long term, with SME's as a main target, by favouring innovation and associated business in different

area's, such as useful data for plant production, decision support in production system and higher food

security.

B. Target groups

a. The main target groups of TRACK are:

SME's in technology or Agri-food value chain, mostly from our respective regions.

Smart Specialization Strategy Platform Agrifood (especially the themes Big Data and Traceability,

High Tech Farming and Smart Sensors), Smart Specialization Strategy Platform Industrial

Modernization, in order to involve all actors and share good practices through S3P.

National/international European branch organizations in technology or agri, such as:

The Netherlands: LTO Nederland, Topsector Tuinbouw en Uitgangsmaterialen (Horticulture and Starting

Materials), Greenport Nederland, Glaskracht Nederland/Glastuinbouw Nederland, NAK Tuinbouw,

Berenschot

European: Copa Cogeca

World: International Society for Horticultural science

b. The secondary target groups are:

• Other (European) organizations and projects in the field of data, technology or agri:

European Innovation Partnership, European regions for Innovation of Agriculture, Food and Forestry

(ERIAFF), Crop Sensing and Variable Rate application network of the NEFERTITI project, SmartAgriHubs

project (Horizon2020), DIVA project (Horizon2020), European Technology Platform Plants for the Future,

Joint Programming Initiative on Agriculture Food Security and Climate Change.

• Knowledge institutes

Les Institutes Techniques Agricoles (ACTA), Wageningen University & Research (WUR, French National

Institute for Agricultural Research (INRA), University of Almeria, University of Agricultural Sciences and

Veterinary Medicine Cluj-Napoca, Centro Ricerche Produzioni Vegetali Via dell'Arrigon (CRPV), TNO

Innovation for Life.



TRACK partners:

Logo Name Website Twitter Account

VEGEPOLYS www.vegepolys.eu @vegepolys_intl

Agro Transilvania Cluster agrocluster.ro

Emilia Romagna Regional Agrifood Clust-ER

agrifood.clust-er.it

Corporacion Tecnologica de Andalucia

www.corporaciontecnologica.com @CTAndalucia

Greenport West-Holland greenportwestholland.nl @GreenportWest

C. Marketing and communication goals and ambitions Inform main target groups about the purpose, design, progress and results of TRACK Encourage main target groups to further inform themselves about TRACK and the TRACK

dossiers by, among other things, visiting events Involve main target groups in the development and activities of TRACK

D. Message The use of data is essential for the future of the agricultural sector. TRACK aims to create an

interregional ecosystem to stimulate new innovative solutions fitting specific requirements of agrifood

chain, and joint investments towards an advanced agrifood industry 4.0.

E. Materials Title Status Comments

Logo + pay-off Ready To be used in all materials and all channels

Social media Ready New content will be published every 2 weeks (Twitter)

Presentations Ready Dynamic according the meeting (out of TRACK meetings use)

News releases On-going To be sent to relevant media, in response to current events News releases will also be published on the TRACK website

Rollup banners Ready New banners to come, to be used during events and meetings

Flyers Ready New flyers to come along the project.

http://www.vegepolys.eu/



F. Channels

Channels (owned)

Materials Responsabilities

Target Groups

Name Status Function

Logo

+ P

ay-o

ff

Soci

al M

edia

Slid

e-s

ho

ws

New

s re

leas

es

Ro

llup

Ban

ner

s

Flye

rs GPWH All partners

Website (see D.5.2)

X X X

Production Copy Content (news)

All www.trackgrowingdata.eu

Ready (Except "Subscribe to Newsletters" button)

Social feed (Twitter), Subscribe to newsletter, Publish all changes, results or public deliverables

Design

Publish content

Intranet X

Production Copy Content (news)

TRACK Partners

- On progress (Genkgo Tool)

For the exchange of data, documents, experience, etc.

Design

Publish content

Newsletter X X

Production, Design, Content

(News) All -

First in March 19 (every 3months)

Digital communication on the new publications on the website

Publish content,

Distribution

Event X X X X Organisation Organisation All - Calendar 2019 ready

Increase visibility, Participate, lead meeting

Social Media

X X X

Production, Copy Content (news)

All @TrackGrowData Ready (every 2 weeks)

Maintain a direct link with Target groups

Design

Publish content

E-mail X Revision of Inbox (daily base),

- All [email protected] Ready Answer to direct question from Target groups.

http://www.trackgrowingdata.eu/

mailto:[email protected]



G. Changes and updates procedures

Partners who want to submit news will be asked to write according to the following templates.

Templates can be submitted by e-mail: [email protected]

Agenda & Events item

for website

Date event: Day/Month/Year

Name event:

Place/country of event:

Link to event (if applicable):

NEWS item for website

Or

NEW page for website

(same template for

Newletter)

Headline: 2-5 words

Intro: 50-75 words (content: who, what, why, when, where, how)

Text: 100-350 words

Media: photographs, movies (or link to movies)

Choose which Categories apply (more options possible):

Agrifood, Data, Partners, …… (add new category)

For new page only:

Add to navigation menu: YES / NO

If YES – add to which part of the menu: Home, About, Goals &

ambitions, Results, Opportunities, Partners, News & Events

EXISTING page URL: https://www.trackgrowingdata.eu/....

Text: describe changes

H. Events Calendar TRACK Event:

- TRACK Kick-Off meeting, Brussels, October 25-26 2018

- TRACK/Plant Inter Cluster Meeting, Amsterdam, Naaldwijk (NL), June 11-14 2019: event during

GreenTech Amsterdam (excursions, workshops, etc.); coordination: Greenport West-Holland

- TRACK/Cluster Meeting “Data growing for agri-food”, September 19-20 2019, Cluj, Romania

More events will come

- TRACK closing meeting



Presence with banner and/or flyers, and/or with a presentation on other events:

A presentation will be prepared according to the audience category and time available. During the

first phase of the project, it consists in explanation of the Rational of the project, and then exposes

the intermediate results and on-going actions.

- ERIAFF Technical meeting, Brussels, November 9 2018; short presentation for a limited group of

regional policy officers.

- Datagedreven Landbouw, Naaldwijk (NL), November 13 2018; presentation to a group of 30

farmers and suppliers within the region, who are really interested in digitizing their company.

- S3 Thematic Platforms Days, Bilbao (Es), November 27-28 2018; presence with a banner and flyers.

- EU Fresh Forum, Naaldwijk (NL), November 28-30 2018; presentation to a group of 100 growers

and suppliers and logistic companies from all over Europe, who are really interested in digitizing

their company.

- Klankbordgroep Big Data, Naaldwijk (NL) December 6 2018; presenting TRACK to the focusgroup

of the Cluster on Digitizing and Big Data.

- Westland Event, Naaldwijk (NL), December 7 2018; presenting TRACK in 5 minutes to an audience

of 450 people related to Horticulture and Big Data.

- VIBE; Plant Intercluster (Vegepolys) Angers (Fr), January 15-17 2019

(https://www.vegepolys.eu/en/our-services/information-and-network/news-and- events/9292-

2019-0115-vibe-2019.html); in B2B; presenting TRACK with banner and flyers

- Greenboard Greenport West-Holland, May 24 2019; presentation to the Cluster-board about the

consortium and the goals of TRACK, if possible to make SME’s enthusiast.

- Nefertiti, Albarese (It), February 27-March 1, Nefertiti, Albarese;

flyers and discussion with the relevant network leaders

- ERIAFF Conference / Smart Specialisation platforms meeting, Florence (It), March 27-29 2019;

presentation about the consortium and the goals of TRACK

More events will be visited

I. Conclusion We have started and many contacts have been realized and activities have been on track already.

Greenport Wes-Holland will ensure the good implementation of this Marketing plan along the project.

The communication and cross-fertilization of the results of TRACK will be facilitated thanks to the

communication tools created.

https://www.vegepolys.eu/en/our-services/information-and-network/news-and-

marketing plan - track · 2019. 10. 10. · deliverable d.5.1 marketing plan author : gpwh...

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