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Marketing Communications – from strategy to action in GN3(plus)

Marketing Communications – from strategy to action in GN3(plus). Melanie Pankhurst DANTE. Objectives. Vision to become a unified European Communications Commons Mission to deliver world-class services with the highest levels of operational excellence Objectives

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Marketing Communications – from strategy to action in GN3(plus)

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  1. Marketing Communications – from strategy to action in GN3(plus) Melanie Pankhurst DANTE

  2. Objectives Visionto become a unified European Communications Commons Mission to deliver world-class services with the highest levels of operational excellence Objectives • Deliver world-class services to R&E communities • Support the growth of R&E communities and open them up to talent elsewhere • Innovate to meet the needs of the community and translate this into a competitive European ICT sector • Collect and share knowledge through cooperation and community gathering

  3. GN3 Year 4 and into GN3plus Objectives & Strategies (draft) • Promote services, network, innovation and initiatives • Grow network usage and user base • Demonstrate value for money (& contribution to economic growth) • Collaborate withe-Infrastructure projects and international partners • Outreach campaigns to target user communities (FI, environment, medical…) • Target and develop relationships to achieve (high profile) media coverage Collaborative communication (& marketing) • Support across product life cycle – with TLs & product managers • Share innovation results with community - with research teams • Support national promotion & communications activity - with NRENs • Widen market for our services - with global partners, users and NA4 • Connect participants via internal comms - with project office

  4. How are objectives set?Technical Annex and Annual plans NA2 Marcomms Planning Technical Annex EC, NREN heads, Project Influences Objectives Resources Campaigns, Activity plans, roadmaps NREN PC & PO Objectives (incl Task) EC & NeelieKroes Audiences Channel partners Messaging PR Network Services, research, initiatives Channels Direct, indirect European, Global, National Channel Partners Resources Tools NA2 observations Revised annually GN3plus

  5. Building RelationshipsRegular communication essential Project office Project mgt NRENs ALs & TLs Coordinators EC Global partners e-Infrastructures

  6. NA Inter dependencies

  7. Marketing & Communications throughout the Product Life Cycle Production Design Research Strategy Pilot Disseminate results Event support News & events – information Web updates Generate participation Create resources – materials, web News - takeup Event support – demos, workshops, training Targeted comms NREN & user take-up Service Launch Target users NREN PR comms support News – case studies, new features Satisfaction measurement., training Identify user needs Surveys & analysis News & events - awareness Develop messaging News & events – seed the market Plan resource needs

  8. Challenges • Time and input from senior management • focus is always on sales, not comms (unless a problem) • gaining more strategic input from the top • Volume of work and demands - prioritising so can say “no” • KPIs and measurement (culture change) • ensure integrated, related, timely

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