The CReATE Toolkit helps cluster managers understand and develop key sectors in their regions. It provides a step-by-step guide to analyzing a region's strengths and opportunities, defining a joint research agenda, and developing partnerships between businesses, research institutions, and agencies. The toolkit has been successfully tested in four regions. It aims to improve collaboration, raise awareness of regional opportunities, and launch real projects. The toolkit guides users through collecting data, stakeholder engagement, strategic planning, and increasing a cluster's profile.

1. CReATE Toolkit: Practice & Benefits David Furmage – Author of Toolkit Policy, Strategy & European Project Specialist West Midlands, UK [email_address] Barcelona 5 Oct 2010

2. Profile – West Midlands, UK Population 5.3 million 9% of the UK population Birmingham, 2 nd City only to London Diverse mix of cultures

3. Regional Strengths in West Midlands… 25% UK Games Production Birmingham major digital creative hub for UK vibrant social media Talent. Higher education. Easy to reach. low cost serious games UK hub, co-funded SGI, global thought leader active Film UK leader digital media

4. Environment for Business & Innovation embracing collaboration, thinking ‘outside the box’ € 20m over 4 years including Digital Media Innovation Fund, with Channel 4 TV = 4IP Agencies working together for business transformation Screen West Midlands, Digital Birmingham, Business Link Global markets need a Global approach open to partnerships/projects in Europe & beyond

5. CReATE Toolkit – towards excellence Successfully trialed in 4 Regions Aims How it works – practical - step-by-step What Outcomes you can expect Presentation Outline

6. aims Help cluster managers understand and develop key sectors in their region. Get stakeholders to agree a Joint Research Agenda around where growth, what threats. Improve collaboration/innovation between business, research inst. and agencies. Toolkit works for high growth knowledge Sectors not just creative/digital. Increase stakeholder understanding of their own specific opportunities & threats Raise Profile of sector in region & beyond Do all this in a Step-by-Step guide by cluster people with cluster managers in mind! launching Nov 10 at Create10.eu www.lets-create.eu select downloads

7. Joint Research Agenda Visual & Interactive Experiences Tools of Productivity & Automation Digital Distribution Mobility & Interoperability User-producer Interaction in Development also download Joint Research Agenda www.lets-create.eu select downloads

8. 5 stages…. Toolkit Unpacked

9. Collecting & analyzing the right data Defining your cluster Asking the right questions Validating your SWOT analysis Create a cluster map Toolkit takes you through what you need to do step-by-step…

10. Toolkit Unpacked

11. Get a perspective on global trends Refine SWOT & STEEPV Bring stakeholders and experts together through workshops Agree joint actions

12. Agree your own regional research plan and cluster priorities Develop partnerships & potential projects – in region & beyond

13. Launch your plans Provide match-making opportunities for business & research Influence policy & point to funding Get REAL projects and joint ventures off the ground Increase your clusters profile

14. Skip Stage 5 – lessons learnt …

15. Practical Tips on running CReATE Feedback & tips from the Regions … … case studies … It was Important to… be very specific about genuine strengths identify common challenges and aspirations be aware of culture differences – e.g., between IT people & ‘Creatives!’ sessions must include broad view of global trends…

16. Benefits using the Toolkit – It will help your stakeholders… Join the CReATE approach www.lets-create.eu Join our linkedin group European Digital Creative Network

17. www.lets-create.eu thank you for listening David Furmage [email_address] Policy, Strategy & European Project Specialist 18-22 Oct 2010 www.hellodigital.net