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WP5 - Building the brand


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WP5 - Building the brand

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WP5 - Building the brand

  1. 1. Building the Europeana brand Jon Purday, Marketing and Communications Europeana v1.0 Kick-off 2 April 2009
  2. 2. What makes a brand ?
  3. 3. A bundle of attributes recognised by stakeholders… <ul><li>Personality </li></ul><ul><ul><li>An expressive name </li></ul></ul><ul><ul><li>An arresting logo </li></ul></ul><ul><ul><li>An engaging strapline </li></ul></ul><ul><li>Promise </li></ul><ul><ul><li>The scale of the contents </li></ul></ul><ul><ul><li>The scope of the collections </li></ul></ul><ul><ul><li>The usability of the website </li></ul></ul><ul><li>Perception </li></ul><ul><ul><li>Conveyed by the media </li></ul></ul><ul><ul><li>Transmitted by networks </li></ul></ul><ul><ul><li>Shared by word of mouth </li></ul></ul>
  4. 4. Multi lingual, multi purpose, multi story
  5. 5. Human faces, big ideas
  6. 7. Headline perceptions <ul><li>Dante to dialects: EU's online renaissance </li></ul><ul><li>Après Google , l’Europe lance sa bibliothèque en ligne </li></ul><ul><li>Online Europeana, la Babele Ue </li></ul><ul><li>Massive EU online library looks to compete with Google </li></ul><ul><li>History, culture and art go digital </li></ul><ul><li>Europe's Answer to Google Book Search Crashes </li></ul><ul><li>Europeana: lanciato il progetto di Biblioteca Alessandrina online </li></ul><ul><li>EU takes on Google with digital culture depository </li></ul><ul><li>Classic literature at your fingertips </li></ul><ul><li>How the European Union Joined Google's Mission </li></ul>
  7. 8. Turn interest into engagement <ul><li>Millions of hits… </li></ul><ul><li>630 pieces in the European media Nov/Dec 08 </li></ul><ul><li>6,000 mentions on Google news to date </li></ul><ul><li>90,000 registrations for Europeana eNews </li></ul><ul><li>265 journalists registered for press releases </li></ul><ul><li>600,000 visits per month on average in 2009 </li></ul><ul><li>Feedback </li></ul><ul><ul><li>‘This is amazing. Absolutely amazing. You all are to be commended.’ </li></ul></ul>
  8. 9. If you don’t spread you’re dead…
  9. 10. Europeana’s communications model political endorsement stakeholder involvement user engagement
  10. 11. Europeana Favella – the digital shanty town