#  1\. Introduction

This document (Deliverable 3.1 or D3.1) describes the project’s Dissemination
and Communication strategy and the activities carried out to reach the
objectives.

All data management aspects will be analysed in detail in D3.2 and D5.1

##  Scope of the document

The Dissemination and Communication Plan is the core document outlining the
project’s dissemination and communication activities. This plan is fundamental
for a good coordination of all initiatives and also for defining the messages
which should be targeted enhance the visibility of the project results.

This Dissemination and Communication Plan aims concretely to:

  * Outline the main objectives of the dissemination actions; 

  

  * Identify the target audiences for each communications objective; 

  

  * Define the tools and channels to be used and the activities required to reach targeted audiences; 

  

  * Identify the dissemination KPIs, useful to measure the effectiveness and efficiency of the activities conducted; 

  

  * Explain how the dissemination activities will support the exploitation activity. 

  

#  2\. Communication plan: goals

The communication strategy of the project seeks to achieve the following
objectives:

G.1. Publicize the initiative among the target audience of the project and
attract participants to their pilots

G.2. Publicize among museums audiences the published contents as a result of
this project, to encourage its use, analyze how it is used and measure the
success of the project

G.3. Show the value added by the platform to participants in the project to
convert them into customers, attract new clients, and position the platform
among future clients and partners as the reference solution:

  1. for the publication of digitized collections of museums 

  

  2. for the creation of new digital experiences based on them 

  

  

#  3\. How to achieve these goals

To achieve these objectives, a combination of communication and dissemination
actions has been defined through both offline and online channels, which we
believe are the most appropriate for this purpose.

Offline dissemination

  * Professional event attendance 

  

  * PR / Press Releases 

  

  * Organization of presentation events 

  

Online dissemination

  * Content creation and publication on different channels (combined with SEO actions): 

    1. Website (blog) 

  
  

  

○ Social Media: Facebook, Twitter, Linkedin (professional forums and museum’s
associations)

  * Emailing and newsletters: 

    1. email campaigns (emails and newsletters) based on our network of contacts and on existing databases, focused on impacting potential candidates and generating leads ● SEM and SMM campaigns: 

  
  

  

○ targeted campaigns in search and display networks, and in social networks
(Google AdWords, Facebook Ads, Twitter Ads, ...)  
  
<table>  
<tr>  
<th>

</th>  
<th>

**G.1**

</th>  
<th>

**G.2**

</th>  
<th>

**G.3**

</th> </tr>  
<tr>  
<td>

Events attendance

</td>  
<td>

**√**

</td>  
<td>

x

</td>  
<td>

**√**

</td> </tr>  
<tr>  
<td>

PR / Press releases

</td>  
<td>

**√**

</td>  
<td>

**√**

</td>  
<td>

**√**

</td> </tr>  
<tr>  
<td>

Events organization

</td>  
<td>

**√**

</td>  
<td>

x

</td>  
<td>

**√**

</td> </tr>  
<tr>  
<td>

Content creation and publication

</td>  
<td>

**√**

</td>  
<td>

x

</td>  
<td>

**√**

</td> </tr>  
<tr>  
<td>

Email / Newsletters

</td>  
<td>

**√**

</td>  
<td>

x

</td>  
<td>

**√**

</td> </tr>  
<tr>  
<td>

SEM and SMM

</td>  
<td>

**√**

</td>  
<td>

**√**

</td>  
<td>

x

</td> </tr> </table>

#  4\. Target audience

Three main types of target audiences have been established to which
communication and marketing actions are directed:

  * Potential customers (and/or channels to reach them) 

    1. The potential market for scMODULES is basically composed by museums and of other institutions managing collections and art/cultural heritage (GLAM sector: Galleries, Libraries, Archives and Museums). Nonetheless, Madpixel will concentrate on medium-sized and small museums specialised in pictorial art for which scMODULES bring the highest differential USP. Therefore, our main target are directors and responsible for the digital area and user experience of this kind of institutions. Additional channels: 

  
  

  

■ Sectorial associations/groups that represent potential customers, such as
Network of European Museum Organisations (NEMO), the European

Museums Academy (EMA), American Alliance of Museums, The European Group on
Museum Statistics (EGMUS), or their national equivalents in target countries.

■ Highly reputed and influencers professionals from the sector such as art
exhibition curators, photographers, consulting companies and individuals that
work for museums.

■ Local stakeholders and evangelizers that have a high degree of influence

  * End users 

    1. Museum Visitors / Audience 

  
  

  

○ Schools, universities and other educational centers

○ Consumers of other digital content

  * Potential partners 

    1. Educational publishers. 

  
  

  

○ Digital multimedia services agencies specialized in museums, photographers,
consulting companies and individuals that work for museums.

##  4.1. Geographical location

According to the company exploitation strategy described in our project plan,
our target countries for this phase (and until 2020) are UE countries (with
special focus on Spain, UK, France, Germany, Netherlands, and Italy) and USA.
In later phases we will approach LATAM (specially Mexico and Brazil), Canada
and other European countries, and finally, China, Japan and Russia.

For communication actions during the project we will mainly focus on UE, and
USA although we also consider to so some tests in Latam (specially in Mexico),
due to the potential of this market.

##  4.2. Segmentation of actions and value proposition  
  
<table>  
<tr>  
<th>

**Target**

</th>  
<th>

**Actions**

</th>  
<th>

**Timeline**

</th>  
<th>

**Value proposition**

</th> </tr>  
<tr>  
<td>

GLAM Sector

</td>  
<td>

Events attendance

PR / Press releases

Events organization

Content creation and publication

Email / Newsletters

SEM and SMM

</td>  
<td>

See timeline at point 7.1

</td>  
<td>

The best way to “go digital”. Affordable premium solution to get the most of
digitized collections, opening new opportunities to:

  * Create engaging and 

  

innovative experiences

  * Disseminate collections 

  

  * Reach new audiences 

  

  * Generate new revenue streams 

  

Easy-to-use (no technical/design

skills required)

Multi-language

Multiple publishing options

</td> </tr>  
<tr>  
<td>

Sectorial Associations / groups

</td> </tr>  
<tr>  
<td>

Professionals from the sector

</td> </tr>  
<tr>  
<td>

Local stakeholders and evangelizers

</td>  
<td>

Events organization

Content creation and publication

Email / Newsletters

</td> </tr>  
<tr>  
<td>

Museum visitors / audience

</td>  
<td>

PR / Press releases

SEM and SMM

</td>  
<td>

See timeline at point 7.1

</td>  
<td>

New tool multi-device (mobiles, tablets, computers) to explore museums
collections:

  * Innovative complement to 

  

the physical visit

  * Remote visit 

  

  * Visit preparation 

  

</td> </tr>  
<tr>  
<td>

Schools, universities and other educational centers

</td>  
<td>

Events attendance

PR / Press releases

Content creation and publication

Email / Newsletters

</td>  
<td>

New educational asset, based on big art repository:

  * High quality and resolution 

  

  * Multimedia and interactive 

  

  * Many possibilities of 

  

activities for students based on it

</td> </tr>  
<tr>  
<td>

Consumers of

other digital content

</td>  
<td>

PR / Press releases

SEM and SMM

</td>  
<td>

Innovative audiovisual and multimedia experience based on art

</td> </tr>  
<tr>  
<td>

Educational publishers

</td>  
<td>

Events attendance

Content creation and publication

Email / Newsletters

</td>  
<td>

See timeline at point 7.1

</td>  
<td>

New business opportunities based on innovative EdTech tool offering:

  * Exclusive content 

  

  * Possibilities to create tailor made experiences for 

  

schools and students

  * New revenue streams 

  

</td> </tr>  
<tr>  
<td>

Digital multimedia services agencies

specialized in museums, photographers, consulting

companies and individuals that work for museums

</td>  
<td>

New business opportunities with museums:

  * New category of projects 

  

  * Complementing other 

  

services (web/apps

designing, photography,

…)

</td> </tr> </table>

#  5\. Main actions

##  G.1: Publicize the initiative among the target audience of the project and
attract participants to their pilots

###  Target audience

● Phase I:

○ Directors of institutions, and responsible for the digital area and user
experience of the GLAM sector (Galleries, Libraries, Archives and Museums) and
of other institutions managing collections and art/cultural heritage.

○ Sectorial associations/groups that represent potential customers, such as
Network of European Museum Organisations (NEMO), the European Museums Academy
(EMA), American Alliance of Museums, The European Group on Museum Statistics
(EGMUS), or their national equivalents in target countries.

○ Highly reputed and influencers professionals from the sector such as art
exhibition curators, photographers, consulting companies and individuals that
work for museums.

○ Local stakeholders and evangelizers that have a high degree of influence ●
Fase II:

○ Educational publishers.

○ Digital multimedia services agencies specialized in museums.

###  List of actions

Offline dissemination

  * Assistance to professional events: attendance at conferences of the sector and participation with stands and sessions (workshops, others) 

  

  * PR: Press releases in general and professional media to publicize relevant project milestones: 

  

○ Open call for participation in pilot projects

○ Relevant museums and institutions participating

  * Organization of events: project presentation sessions, in collaboration with the first 10 participating museums and at their own facilities, focused on informing other museums of the same region about it 

  

Online dissemination

  * Content creation and publication 

  

  * Emailing and newsletters 

  

  * SEM y SMM campaigns: targeted campaigns in search and display networks, and in social networks (Google AdWords, Facebook Ads, Twitter Ads, ...), focused on impacting potential candidates and on generating leads 

  

##  G.2. Publicize among museums audiences the published contents as a result
of this project, to encourage its use, analyze how it is used and measure the
success of the project

###  Target audience

  * Museum Visitors 

  

  * Schools, universities and other educational centers 

  

  * Consumers of other digital content 

  

###  List of actions

Offline dissemination:

  * PR: Press releases in general media to publicize relevant project milestones: 

  

○ Relevant museums and institutions participating

○ Offer of digitized content (cultural / artistic heritage) and of experiences
based on it, available as a result of the project Online dissemination:

  * SEM y SMM campaigns: targeted campaigns in search and display networks, and in social networks (mainly Facebook Ads), focused on impacting end users and on generating visits and downloads (apps) of the published content. 

  

##  G.3. Show the value added by the platform to participants in the project
to convert them into customers, attract new clients, and position the platform
among future clients and partners as the reference solution for digitized
content

###  Target audience

  * Directors of institutions, and responsible for the digital area and user experience of the GLAM sector (Galleries, Libraries, Archives and Museums) and of other institutions managing collections and art/cultural heritage. 

  

  * Sectorial associations/groups that represent potential customers, such as Network of European Museum Organisations (NEMO), the European Museums Academy (EMA), American Alliance of Museums, The European Group on Museum Statistics (EGMUS), or their national equivalents in target countries. 

  

  * Highly reputed and influencers professionals from the sector such as art exhibition curators, photographers, consulting companies and individuals that work for museums. ● Local stakeholders and evangelizers that have a high degree of influence ● Educational publishers. 

  

  * Digital multimedia services agencies specialized in museums. 

  

###  List of actions

Offline dissemination

  * Assistance to professional events: attendance at conferences of the sector and participation with stands and sessions (workshops, others) 

  

  * PR: Press releases in general and professional media, to publicize project results 

  

  * Events of presentation of the project results, for participants and potential clients, in different chosen locations. 

  

Online dissemination

  * Content creation and publication: focused on positioning Second Canvas as the reference solution for digitized content 

  

  * Emailing and newsletters 

  

  * SEM / SMM campaigns: targeted campaigns focused on impacting potential candidates and on generating leads 

  

#  6\. KPIs  
  
<table>  
<tr>  
<th>

Action

</th>  
<th>

</th>  
<th>

KPI

</th>  
<th>

</th> </tr>  
<tr>  
<td>

Professional events attendance

</td>  
<td>

●

●

</td>  
<td>

# of events with company’s presence

# of potential leads

</td>  
<td>

10

50

</td> </tr>  
<tr>  
<td>

PR / Press Releases

</td>  
<td>

●

●

</td>  
<td>

# of press releases launched

# of target media publishing our press releases

</td>  
<td>

5

25

</td> </tr>  
<tr>  
<td>

Organization of presentation events

</td>  
<td>

●

●

●

</td>  
<td>

# of events organized

# of attendees

# of potential leads

</td>  
<td>

5

250

50

</td> </tr>  
<tr>  
<td>

Content creation and publication on different channels (combined with SEO
actions)

</td>  
<td>

●

○

○

○

●

○

○

○

●

○

○

○

●

○

○

○

○

●

○

○

○

○

●

○

○

○

●

○

○

○

</td>  
<td>

Company’s website

# of visitors

# of pages viewed

Conversion rate

scModules

# of visitors

Average Session Duration

Conversion rate

Blog

# of posts published

# of visitors

Average Session Duration

Facebook

# of subscribers

# of posts published

# of interactions

# click through rate

Twitter

# of followers

# of tweets

# of interactions

# click through rate

Linkedin

# of followers

# of posts published

# of impressions

Instagram

# of followers

# of posts published

# of interactions

</td>  
<td>

15.000

30.000

4%

8.000

0:04:00

4%

20

2.000

0:05:00

500 followers

180 posts

7.000

1.000

900 followers

480 tweets

8.000

4.000

200

100 posts

5.000

400 followers

130 posts

5.200

</td> </tr>  
<tr>  
<td>

SMM

</td>  
<td>

●

●

●

</td>  
<td>

# of impressions

CTR

Conversion rate (downloads)

</td>  
<td>

248.000 0,90 %

0,7 %

</td> </tr>  
<tr>  
<td>

Emailing and newsletters

</td>  
<td>

●

</td>  
<td>

Emailing campaigns

</td>  
<td>

</td> </tr>  
<tr>  
<td>

</td>  
<td>

○

○

○

●

○

</td>  
<td>

# emails

Open-rate

Conversion rate

Direct emails

# emails

</td>  
<td>

80

26%

20%

150

</td> </tr> </table>

11  
  
<table>  
<tr>  
<th>

</th>  
<th>

○

○

●

○

○

○

○

</th>  
<th>

Open-rate

Conversion rate

Newsletter

# of newsletters sent

# of subscribers

Open-rate

Conversion rate

</th>  
<th>

80%

50%

12

130

26%

20%

</th> </tr> </table>

12

7\. Timeline / Calendar

##  7.1. Timeline  
  
<table>  
<tr>  
<th>

**Action**

</th>  
<th>

**Goals**

</th>  
<th>

**Timeline**

</th> </tr>  
<tr>  
<td>

**Professional event attendance**

</td>  
<td>

G1

</td>  
<td>

2017/Nov: MCN (Pittsburgh) - Confirmed: stand and workshop

</td> </tr>  
<tr>  
<td>

G1

</td>  
<td>

2017/Nov: UAM (México DF) - Confirmed: stand and session

</td> </tr>  
<tr>  
<td>

G1

</td>  
<td>

2017/Nov: Sharing is caring (Aarhus) - Confirmed: session

</td> </tr>  
<tr>  
<td>

G1

</td>  
<td>

2018/Jan: SITEM (Paris) - TBC

</td> </tr>  
<tr>  
<td>

G1

</td>  
<td>

2018/Apr: Museums and the web (Vancouver) - TBC

</td> </tr>  
<tr>  
<td>

G1

</td>  
<td>

2018/Apr: We Are Museums - TBC

</td> </tr>  
<tr>  
<td>

G1

</td>  
<td>

2018/May: AAM (Phoenix) - TBC

</td> </tr>  
<tr>  
<td>

G1, G3

</td>  
<td>

2018/Jun: Museum Next (London) - TBC

</td> </tr>  
<tr>  
<td>

G1, G3

</td>  
<td>

2018/Jun: Art#Connexion (Paris - June 2018) - TBC

</td> </tr>  
<tr>  
<td>

G3

</td>  
<td>

2018/Nov: MCN (Denver) - TBC

</td> </tr>  
<tr>  
<td>

**PR / Press Releases**

</td>  
<td>

G1

</td>  
<td>

2017/Aug: Launching of the project

</td> </tr>  
<tr>  
<td>

G1

</td>  
<td>

2017/Nov: Open call for participation in pilot projects

</td> </tr>  
<tr>  
<td>

G1, G3

</td>  
<td>

2018/Jan: Relevant museums and institutions participating

</td> </tr>  
<tr>  
<td>

G2, G3

</td>  
<td>

2018/May: Offer of digitized content (cultural / artistic heritage) and of
experiences based on it, available as a result of the project

</td> </tr>  
<tr>  
<td>

G3

</td>  
<td>

2018/Sep: Project results

</td> </tr>  
<tr>  
<td>

**Organization of presentation events**

</td>  
<td>

G1

</td>  
<td>

2018/Jan: Museum TBD

</td> </tr>  
<tr>  
<td>

G1

</td>  
<td>

2018/Apr: Museum TBD

</td> </tr>  
<tr>  
<td>

G1

</td>  
<td>

2018/Jun: Museum TBD

</td> </tr>  
<tr>  
<td>

G3

</td>  
<td>

2018/Sep: Museum TBD

</td> </tr>  
<tr>  
<td>

G3

</td>  
<td>

2018/Nov: Museum TBD

</td> </tr>  
<tr>  
<td>

**Content marketing**

</td>  
<td>

</td>  
<td>

</td> </tr>  
<tr>  
<td>

\- Company’s website

</td>  
<td>

G1, G3

</td>  
<td>

2017/Nov: Launching

</td> </tr>  
<tr>  
<td>

\- scModules website

</td>  
<td>

G1

</td>  
<td>

2017/Nov: Launching

</td> </tr>  
<tr>  
<td>

\- Blog

</td>  
<td>

G1, G3

</td>  
<td>

2017/Nov: Launching

</td> </tr>  
<tr>  
<td>

2017/Dec - 2018/March: 1 post / month

</td> </tr>  
<tr>  
<td>

2018/Apr - 2019/Jan: 2 posts / month

</td> </tr>  
<tr>  
<td>

\- Facebook

</td>  
<td>

G1, G2

</td>  
<td>

2018/Feb - 2019/Jan: 15 posts / month

</td> </tr>  
<tr>  
<td>

\- Twitter

</td>  
<td>

G1, G3

</td>  
<td>

2018/Feb - 2019/Jan: 40 tweets / month

</td> </tr>  
<tr>  
<td>

\- Instagram

</td>  
<td>

G1, G2

</td>  
<td>

2018/Mar - 2019/Apr: 10 posts / month

</td> </tr>  
<tr>  
<td>

2018/Apr - 2019/Jan: 12 posts / month

</td> </tr>  
<tr>  
<td>

\- Linkedin

</td>  
<td>

G1, G3

</td>  
<td>

2018/Apr - 2019/Jan: 10 posts / month

</td> </tr> </table>  
<table>  
<tr>  
<th>

**SMM**

</th>  
<th>

G2

</th>  
<th>

2018/Feb - 2019/Jan: Facebook promoted posts (included as a part of the ​
**Direct Marketing**

</td>  
<td>

</td>  
<td>

</td> </tr>  
<tr>  
<td>

Email campaigns

</td>  
<td>

G1

</td>  
<td>

2018/Feb-Mar and 2018/Oct-Nov

</td> </tr>  
<tr>  
<td>

Direct emailing

</td>  
<td>

G1

</td>  
<td>

2017/Aug - 2018/Mar

</td> </tr>  
<tr>  
<td>

Newsletter

</td>  
<td>

G1

</td>  
<td>

2018/Feb - 2019/Jan: 1 newsletter / month

</td> </tr> </table>

##  7.2. Calendar  
  
<table>  
<tr>  
<th>

Year

</th>  
<th>

2017

</th>  
<th>

2018

</th>  
<th>

2019

</th> </tr>  
<tr>  
<td>

Month

</td>  
<td>

Aug

</td>  
<td>

Sep

</td>  
<td>

Oct

</td>  
<td>

Nov

</td>  
<td>

Dec

</td>  
<td>

Jan

</td>  
<td>

Feb

</td>  
<td>

</td>  
<td>

Mar

</td>  
<td>

</td>  
<td>

Apr

</td>  
<td>

May

</td>  
<td>

</td>  
<td>

Jun

</td>  
<td>

</td>  
<td>

Jul

</td>  
<td>

Aug

</td>  
<td>

Sep

</td>  
<td>

</td>  
<td>

Oct

</td>  
<td>

Nov

</td>  
<td>

Dec

</td>  
<td>

Jan

</td> </tr>  
<tr>  
<td>

Week

</td>  
<td>

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</td>  
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</td>  
<td>

</td>  
<td>

</td> </tr>  
<tr>  
<td>

_**Events attendance** _

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

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</td>  
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<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td> </tr>  
<tr>  
<td>

_**PR / Press releases** _

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td> </tr>  
<tr>  
<td>

_**Events organization** _

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td> </tr>  
<tr>  
<td>

_**Company’s website** _

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td> </tr>  
<tr>  
<td>

_**scModules website** _

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td> </tr>  
<tr>  
<td>

_**Blog** _

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td> </tr>  
<tr>  
<td>

_**Facebook** _

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td> </tr>  
<tr>  
<td>

_**Twitter** _

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td> </tr>  
<tr>  
<td>

_**Instagram** _

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td> </tr>  
<tr>  
<td>

_**Linkedin** _

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td> </tr>  
<tr>  
<td>

_**SMM** _

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td> </tr>  
<tr>  
<td>

_**Email campaigns** _

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td> </tr>  
<tr>  
<td>

_**Direct emailing** _

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td> </tr>  
<tr>  
<td>

_**Newsletter** _

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td> </tr> </table>

#  8\. Resources

The project requires the hiring of a dedicated team, in charge of designing,
executing and analyzing the results of the different actions to be
implemented. Profiles to be contracted are the following:

  * Responsible for online marketing 

  

  * Community manager 

  

  * Contents marketer 

  

Our proposal already includes a budget for communication activities, events
attendance, branding, project marketing and product positioning, which will
cover the actions planned.  
  
<table>  
<tr>  
<th>

**Travels**

</th>  
<th>

</th> </tr>  
<tr>  
<td>

_Communication activities, events attendance and project management related
meetings_

</td>  
<td>

</td> </tr>  
<tr>  
<td>

**Concept**

</td>  
<td>

**#**

</td>  
<td>

**Cost (estimate)**

</td>  
<td>

**People**

</td>  
<td>

**Days**

</td>  
<td>

**Sbtl**

</td> </tr>  
<tr>  
<td>

Flights

</td>  
<td>

10

</td>  
<td>

800.00€

</td>  
<td>

2.5

</td>  
<td>

</td>  
<td>

20,000.00€

</td> </tr>  
<tr>  
<td>

Hotels

</td>  
<td>

10

</td>  
<td>

100.00€

</td>  
<td>

2.5

</td>  
<td>

3

</td>  
<td>

7,500.00€

</td> </tr>  
<tr>  
<td>

Meals, others

</td>  
<td>

10

</td>  
<td>

60.00€

</td>  
<td>

2.5

</td>  
<td>

3

</td>  
<td>

4,500.00€

</td> </tr>  
<tr>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

**Total cost (estimate)**

</td>  
<td>

**32,000.00€**

</td> </tr>  
<tr>  
<td>

</td>  
<td>

</td> </tr> </table>  
<table>  
<tr>  
<th>

**Other goods and services**

</th>  
<th>

</th>  
<th>

</th>  
<th>

</th>  
<th>

</th>  
<th>

</th> </tr>  
<tr>  
<td>

_Design, branding, project marketing and product positioning_

</td>  
<td>

</td>  
<td>

</td> </tr>  
<tr>  
<td>

**Concept**

</td>  
<td>

**#**

</td>  
<td>

**Cost (estimate)**

</td>  
<td>

**Days**

</td>  
<td>

**Sbtl**

</td> </tr>  
<tr>  
<td>

Website, landing page and blog design

</td>  
<td>

3

</td>  
<td>

1,500.00€

</td>  
<td>

</td>  
<td>

4,500.00€

</td> </tr>  
<tr>  
<td>

Online Marketing Campaigns (monthly budget)

</td>  
<td>

12

</td>  
<td>

250.00€

</td>  
<td>

</td>  
<td>

3,000.00€

</td> </tr>  
<tr>  
<td>

Press releases

</td>  
<td>

5

</td>  
<td>

1,500.00€

</td>  
<td>

</td>  
<td>

7,500.00€

</td> </tr>  
<tr>  
<td>

IP protection related actions

</td>  
<td>

</td>  
<td>

18,000.00€

</td>  
<td>

</td>  
<td>

18,000.00€

</td> </tr>  
<tr>  
<td>

Conferences attendance

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td>  
<td>

</td> </tr>  
<tr>  
<td>

_\- Stand_

</td>  
<td>

6

</td>  
<td>

2,500.00€

</td>  
<td>

</td>  
<td>

15,000.00€

</td> </tr>  
<tr>  
<td>

_\- AV equipment (renting)_

</td>  
<td>

6

</td>  
<td>

1,500.00€

</td>  
<td>

2

</td>  
<td>

18,000.00€

</td> </tr>  
<tr>  
<td>

_\- Other (posters, flyers, roll-ons, others)_

</td>  
<td>

6

</td>  
<td>

500.00€

</td>  
<td>

</td>  
<td>

3,000.00€

</td> </tr>  
<tr>  
<td>

</td>  
<td>

</td>  
<td>

**Total cost (estimate)**

</td>  
<td>

**69,000.00€**

</td> </tr> </table>