Skolkovoin Global Public Communications               40 percent (of informed Russian citi-               zens about this ...
Official website: www.i-gorod.com/enTwitter: @i_SkolkovoFacebook list: http://www.facebook.com/FondSkolkovoLiveJournal: ht...
Skolkovo                                                                                                                  ...
General Director of ODAS Skolkovo Anton Yakovenko tellingthe Russian President Dmitry Medvedev about the development proje...
«         -         »,                                                       .   «       »                                ...
IT Cluster Project Director Albert Efimov representing Clusterforesight and inviting «Archimedes» exhibition participantsa...
3 РОЛИКА                  14 998         РОЛИК   СТУДЕНТОВ      ОТУС                   SK -ПРЕДВЫБОРНЫЙ     9 131         ...
Nobel laureate, Co-Chairman of Skolkovo           Vice President, Chief DevelopmentScientific Advisory Council Zhores Alfe...
Skolkovo                                                                 Innovation                                       ...
Innovator Aleksandr Petrov telling Dmitry Medvedevabout creation of new antivirus medicine,supported by Skolkovo Foundatio...
Skolkovo                                                             Innovation                                           ...
GR-manager Irina Maltseva telling the Deputy Russian Prime MinisterAlexander Zhukov and Minister of Industry, Trade and To...
Skolkovo                                                                          Innovation                              ...
Skolkovo Foundation President Viktor Vekselberg and RCCI PresidentSergey Katyrin are signing the Cooperation AgreementEner...
Skolkovo                                                              Innovation                                          ...
CEO of Skolkovo Technopark Alexander LoktevThe main architect of AREP Andreas HeimDeputy Russian Prime Minister Sergey Iva...
Skolkovo                                                                                                              Inno...
IT Cluster Executive Director Alexander Turkot and Deputy Ministerof Education and Science of the Russian Federation Serge...
Skolkovo                                                              Innovation                                          ...
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Skolkovo eng

  1. 1. Skolkovoin Global Public Communications 40 percent (of informed Russian citi- zens about this project – ed.) – is not that bad, but I would like Skolkovo to become an ideology that will over- whelm the life of our society and will be clear for youngsters and adults. If we succeed, the Skolkovo effect will be huge, and I really hope for it. Dmitry Medvedev April 25, 2011
  2. 2. Official website: www.i-gorod.com/enTwitter: @i_SkolkovoFacebook list: http://www.facebook.com/FondSkolkovoLiveJournal: http://i-skolkovo.livejournal.com/Call-center: +7 (495) 967 01 48
  3. 3. Skolkovo Innovation CenterAccording to a study by VTsIOM (Russian Public Opinion Research Cen-ter), cited by Chairman of the Board of Trustees Dmitry Medvedev in hisApril 25 speech, the majority of Russians routinely expect key updateson Skolkovo on a monthly basis, which they receive mainly through televi-sion and the Internet. Once a week or more often 9 30% Once a month 21 Once a quarter 19 Once a year or less often 10 I’m not interested 29 I’m not sure 12 TV Programs 58 Internet publications 13 Internet blogs 9 Radio 9 Friends, acquaintances, relatives 3 Through meeting those who founded or are 2 involved in Skolkovo Other 1 I am not interested in such projects/ do not 27 wish to receive… I’m not sure 7 Age groups respondents Total of 18-24 25-34 35-44 45-59 60+ Once a month or more often 30 34 36 34 31 20 Education respondents undergraduat Total of Elementary Incomplete Secondary Vocational e/graduate and above or below Once a month 30 or more often 36 М Income group respondents Total of high/high Average low/low Very Very Once a month or more often 30 39 32 23 2–3
  4. 4. General Director of ODAS Skolkovo Anton Yakovenko tellingthe Russian President Dmitry Medvedev about the development projectof the Innovation Center’s areaDirector of International Development Departmentof Skolkovo Foundation Alexey Sitnikov telling about the basicsof the Open University’s workParticipants of the joint meeting of Commission on Modernizationand Technological Development of the Russian Economy and SkolkovoFoundation Board of Trustees, April 25
  5. 5. « - », . « » Skolkovo Innovation Center . . , , , ,Public Discussionof the Skolkovo Mission Transformation of best practices in Creating a pole of attraction for world’s commercializing research and development, advanced research and development, ensuring speeding up introduction of leading consolidation of intellectual and creative technologies in actual economic sectors, resources in line with development imperatives renewing the bid at participating in developing and social aspirations. global technological platforms. Creating in the Russian Federation an environment conducive to re -creating and development of innovation. Skolkovo is to host a self -perpetuating human -to-science system, which eliminates the gap between new areas of scientific knowledge and ensures their proliferation across the world and use for the good of the humankind. Creating an infrastructure of comfort for the Selection of young talents and ensuring their talents. In the design and construction of access to modern knowledge and world’s best Innovation center, the most modern and efficient practices. Achieving personal success will city planning, architectural and engineering become possible through knowledge, solutions will be used, which will allow to creativity, work and the spirit of create a most human-friendly environment and entrepreneurship. will ensure a high quality of life.The Skolkovo mission was promoted in the Foundation’s leaders‘ publicspeeches in the mass media and at conferences where relevant targetaudiences were represented. Messages important to the target audiencesalso appear in publications on Skolkovo.In parallel to the efforts aimed at building Skolkovo as a global brand, sig-nificant emphasis was also placed on working with the domestic audience.Within three months, a reliable system was created for communicating ona regular basis to target audiences (researchers, businessmen, and stu-dents) news of of the Foundation’s daily activities. The system of advanceand educational information involved representatives of the Foundation’sdepartments who interface with project stakeholders, key partners, publicassociations, government authorities and partners in the scientific andeducational communities. 4–5
  6. 6. IT Cluster Project Director Albert Efimov representing Clusterforesight and inviting «Archimedes» exhibition participantsand guests to cooperationVice-President of Skolkovo Foundation Stanislav Naumovand Alexey Sitnikov meeting with leading bloggers at the Skolkovo booth,SvyazExpoComm-2011Professor Anatoly Dolgolaptev hopes to get the supportof the Mayor Sergey Sobyanin for implementation of his project
  7. 7. 3 РОЛИКА 14 998 РОЛИК СТУДЕНТОВ ОТУС SK -ПРЕДВЫБОРНЫЙ 9 131 ПРОЕКТ Skolkovo 81 075 А ЛИСА В СКОЛКОВО Innovation Center (ОТ УЧАСТНИКА SK 72 816 КОМПАНИИ «БАЗИЛЕВС » МУЛЬТ ЛИЧНОСТИ * 7 РОЛИКОВ **13 РОЛИКОВ ОТ SK И ПАРТНЕРОВPublic Presentationof Skolkovo Projects OWN AGENDA: 105,771 VEWS** 342 SK COMPETITION WINNERS 356 SK CITY CONCEPTTARGETED AGENDA:92,656 VIEWS * 2 733 RETURN OF SCIENTISTS FROM ABROAD INVENTORS’ 2 841 SK PARTICIPANTS , 7 VIDEOS CREATIVITY 6 205 7 868 SKOLKOVO CONFERENCE 18.05, 3 VIDEOS 14 998 VIDEO BY SKOLKOVO OPEN UNIVERSITY STUDENTS SK - ELECTION 9 131 PROJECT ALICE IN SKOLKOVO (BY 81 075 B AZILEVS , A SK MEMBER ) 72 816 MULT PERSONALITIES (CARTOON CHARACTERS ) **13 VIDEOS FROM SK * 7 VIDEOS AND PARTNERSA technology has been perfected for public presentation of innovation proj-ects and of project teams working at the Innovation Centre: a package ofpresentation materials is prepared for each participant’s project and thenpublished on the Internet (a flash-based project presentation, a videos,etc.). As a result, starting in April-May, discussion of the Skolkovo agendahas been shifting towards discussions of the contents of specific projectsat the Innovation Centre. For example, the content (videos) returned bya Skolkovo query of www.youtube.com, the popular video sharing site,is 2/3 generated by the Foundation’s PR department, of which more thanhalf are about the project participants.This technology has been tested at events attended by Russian PresidentDmitry Medvedev. Project participants themselves underscore at theseevents the communications value of the Skolkovo project participant statusfor attracting “smart money” from external investors. An additional effect ofthe communications-centered method of preparing for and holding officialevents is that the invited project participants begin to interact with eachother as this will take place within the Skolkovo ecosystem. 6–7
  8. 8. Nobel laureate, Co-Chairman of Skolkovo Vice President, Chief DevelopmentScientific Advisory Council Zhores Alferov Officer Alexei Beltyukov tellingis looking at holographic pictures of Nuclear how to get in Skolkovo InnovationCluster’s projects CenterCo-Chairmen of the Skolkovo Foundation Council Craig Barrettand Viktor VekselbergSkolkovo booth activities alwaysattracted many exhibition participants and visitors
  9. 9. Skolkovo Innovation Center Results 13 000 mentions (March – May) 2000 Sk in regional agendaе Members and their projects, 3000 joint projects with key partners City Council, Advisory Board 4000 for Science, the Fund’s investment policy Peaks of mentions: 5000 April 25 – a joint meeting of the Modernization Commission and Skolkovo Board of Trustees May 18 – Dmitry Medvedev’s press conference A Skolkovo public communications model has been developed and dis- cussed in the professional community. Indicators for evaluating the Foun- dation’s effectiveness has been also prepared. Qualified agencies with regional networks and global partners have been selected (SPN Ogilvy, the IMA Group, CROS, Newton, the Ya Corporation and others). Skolkovo booth visitors could get information about Innovation Center activities 8–9
  10. 10. Innovator Aleksandr Petrov telling Dmitry Medvedevabout creation of new antivirus medicine,supported by Skolkovo FoundationNuclear Cluster Executive Director of Skolkovo Innovation Center Denis Kovalevichand Advisor to the President of the Skolkovo Foundation Alexander Fertman tellingthe Head of corporation “Rosatom” Sergey Kirienko and Chancellor of NRNU“MEPHI” Mikhail Strikhanov about the Cluster projectsBiomedicine Cluster Executive Director of Skolkovo Innovation CenterIgor Goryanin and Alexander Fertman waiting for the press conferenceof Dmitry Medvedev, May 18
  11. 11. Skolkovo Innovation CenterA stable communications pattern was created at the federal and regionallevels. 160 news agencies and networks, 117 central and localTV channels, 32 national radio stations broadcast news about the project.Discussion of various aspects of the project can be found in 580 printedpublications.The number of followers to the official Twitter account, @ i_Skolkovo,grew by 3,5 times (more than 10,000 subscribers), the members of theofficial community Skolkovo Foundation on Facebook – by 4,5 times(more than 900 active users).The Skolkovo domain is currently under construction.Without a doubt, a significant role in the prominence of the project on thenational agenda was played by the relevant departments of the Adminis-tration of the President of the Russian Federation (the April 25 announce-ment of the Commission on the Modernization and Technological Develop-ment, quoted opening speech by Medvedev and the May 18 press confer-ence at the Skolkovo MSM. (Note: unfortunately, the attention the projectreceived in the mass media’s coverage of the press conference was lessthan expected).However, not only in April and May but also in March, the monthly indicatorof references never fell below the 3,000 mark (KPI – 2500). An additionalincrease in May was associated with mentions of the view of the project byRussian Prime Minister Vladimir Putin, which certainly attracted additionalaudiences and received further developments in the statements of severalother government officials within international and industry-specific proj-ects in their areas of responsibility.A maximum growth was observed in connection with the news on theviews of the Skolkovo project’s current participants or those who planto join. Those were the speeches by M. Sitkovskiy (NewVac), B. Kanin(Optiflame), S. Kuzmin (Bazelevs), A.Petrov (Ural Pharm Cluster),I.Popov (Smeshariki) and others.The launch of the New People Sk joint project with the Science 2.0channel about the Skolkovo participants and their projects will helpfurther reinforce this trend. 10 – 11
  12. 12. GR-manager Irina Maltseva telling the Deputy Russian Prime MinisterAlexander Zhukov and Minister of Industry, Trade and Tourism of SpainMiguel Sebastian about Center’s activitiesThe Skolkovo participants made presentations at all Innovation Center boothsduring Russian and international exhibitionsWorking day at ATOMEXPO-2011
  13. 13. Skolkovo Innovation CenterWork with target audiences aimedat attracting new participantsfocuses on the established model of theFoundation presentation at exhibitions The Skolkovo Exhibition Stand The Skolkovo Exhibition Stand Visualizing the physical Skolkovo Presenting Skolkovo development trends Presenting Skolkovo participants (the first opportunity for commercialization) Additional positioning in online media Skolkovo Public Government associations potential representatives and members and partners organizationsThrough the presentations of the Innovation Centre at its exhibition stands,a physically recognizable image and design of Skolkovo itself is beinggradually created. On the one hand, each stand serves as a mockup ofthe knowledge factory under construction. On the other hand, it serves asa platform for different levels of communications including interacting withrepresentatives of government bodies and of public associations. Skolko-vo’s first exhibitions were set up in a record time this spring with the activesupport of the Russian Chamber of Commerce and Industry’s ExhibitionCommittee at Russia’s leading exhibitions in Moscow (the XIV Moscow In-ternational Salon “Archimedes” (presentations by the Foundation’s repre-sentatives called “How to get in Skolkovo?”), High Technologies of the XXICentury (a presentation of an information system for clusters and 3D pass-ports of the first projects), SvyazExpocomm 2011 (discussion of the site’slayout with representatives of the professional community, presentations ofthe cluster project). As a result of these events, more than 30 applicationsfor joining Skolkovo have been received. All presentations are broadcastlive on the Foundation’s website, which is also additionally reflected in theonline media sources relevant to our target audience. 12 – 13
  14. 14. Skolkovo Foundation President Viktor Vekselberg and RCCI PresidentSergey Katyrin are signing the Cooperation AgreementEnergy efficiency Clusterproject manager Vera KoryakinaStanislav Naumov and Head of the Sheremetyevo Airport press-serviceRoman Genis at the opening of Skolkovo exposition in the International Airport
  15. 15. Skolkovo Innovation CenterA Skolkovo exposition is set up at the Sheremetyevo International Airport(a competition of handset photos of the Skolkovo stand is held jointly withRAPR and LG Electronics)An effort to explain the policy is actively underway at various forumsand conferences attended by representatives of government bodiesand public associations. These activities include a meeting at theEmbassy of PRC as part of the Business Russia delegation,events such as the Forum of Russian Union of Industrialists andEntrepreneurs and the OPORA Russia conference.Working with alumni of the Presidential Program for National Econ-omy Management Training is promising. Videos of the speeches bythe Foundation management and its strategic advisors was postedon Facebook and provoked a lively discussion. Skolkovo expositions Skolkovo Foundation Club Presentations of the Humanitarian Skolkovo projects New innovation Discussion of social projects issuesThe Foundation’s Booths at Russian and international exhibitions havebecome a permanent meeting place of the Skolkovo Foundation Club.During such meetings, various socially significant topics are discussed andprojects initiated, which are to be developed in the future. For example, atthe Congress of the Chidren’s Products Industry in Moscow, investmentprojects in the Children’s Internet were presented and a public discussiontook place of the sketches for the The Guest from the Future series, whichis set in Skolkovo. Due the video, Alisa: a guest from the future, BazelevsInnovation was actively discussed in the media. A draft design of theSkolkovo theater was prepared jointly with Director Kirill Serebryannikov. 14 – 15
  16. 16. CEO of Skolkovo Technopark Alexander LoktevThe main architect of AREP Andreas HeimDeputy Russian Prime Minister Sergey Ivanov visited the Skolkovo booth at theInternational Forum «High Technologies of XXI century – 2011»
  17. 17. Skolkovo Innovation CenterPromoting the Skolkovo brandin global public communications.Attracting potential partners Cooperation agreements with: Rosoboronexport, ISS Reshetnev, RWE, Nanohale, DeutcheMesse, techno parks Opitec, Sophia Antipolis Presentations in EuropeCNBC, BBC,Euronews, Bloomberg (France, Germany) Cooperation proposals from: International exhibitions International (Germany, Spain) conferences and conferences attended by foreign experts (Germany, Russia) Interviews to Les Echo, BBC, Russia Today Cooperation agreements with Trade Missions in Germany, France, Spain, Indonesia. Skolkovo’s first projects were demonstrated to Vice Prime Minister A. Zhukov, representatives of the Ministry of Education and Science, Roskosmos, the Ministry of Economic Development, Ministry of CommunicationsThis spring, Vice President of the Foundation Stanislav Naumov receivedproposals for cooperation within SPIEF-2011 from 4 global media hold-ings: CNBC, BBC, Euronews, and Bloomberg. Under these proposals, abreakthrough can be achieved within a fairly short time period, which willcreate country association of Skolkovo with Russia and thereby elevatethe Skolkovo brand to the level of brands already understood by the busi-ness community – those of general partners of the Saint PetersburgForum. The proposals were passed for further elaboration to the Directorof Advertising and spokesperson, Alexander Chernov.Cooperation with key partners in the field of information should be con-ducted differently. It is not enough to rely only on local industry pools. It isnecessary to reach to the press services at the headquarter and to seekjoint promotion of the information in the foreign mass media with the sub-sequent reprinting through the pools of political and business publicationsof a wide spectrum. 16 – 17
  18. 18. IT Cluster Executive Director Alexander Turkot and Deputy Ministerof Education and Science of the Russian Federation Sergei Ivanetsat the Skolkovo booth, CEBITAlexander Turkot ‘s presentationfor CEBIT visitors and participantsCEO of AREP Etienne Tricaud, Head of the company «Transgenfarm»Elena Sadchikova, Skolkovo Town Planning Board’s Chairman Jean Pistre,CEO of company «Optiflame Solutions» Vladimir Kanin
  19. 19. Skolkovo Innovation CenterTo promote Skolkovo internationally, a series of presentations was heldin Europe: a presentation of Skolkovo and signing of the agreements withAlstom and EADS, the signing of a contract with AREP, Paris (France),a presentation of the Space Technology and Telecommunications andBiomedical Technology Clusters in Berlin (Germany) as part of the Rus-sian-German Economic Congress, the presentations of the InformationTechnology and Energy-efficient Technologies and Biomedical Technol-ogy Cluster projects at the CEBIT-2011 International Exhibition in Hanover(Germany), and the Science, technology and innovation achievements ofRussia 2011 exhibition in Madrid (Spain). A meeting took place betweenthe President of the Foundation, Viktor Vekselberg, and Prince Philippeof Belgium and a delegation of heads of Belgian companies. Safe City,an international project conference, was held and attended by Russian,German, Israeli, French experts, as well as representatives of the world’sleading companies in the security industry – CISCO, EADS, SIEMENS,GLS. The Foundation took an active part in the Russia Day at the annualGlobal Technology Symposium (CTS), and held their own discussion un-der the title of Russia: the cradle of innovation. The events involving VicePresident Joseph Biden and a Stanford University professor and formerSecretary of State, Condoleezza Rice received extensive media coverage.Both events were attended by Skolkovo representatives.Viktor Vekselberg’s Interviews were organized and held with Les Echo, aleading French newspaper, and the BBC, a British TV channel. Craig Bar-rett, the Co-chairman of the Foundation Board, gave an interview to theRussia Today TV channel.This set of measures can solve the problem of attracting attention tothe project from the active parts of the research and business com-munities abroad thereby creating a fashion for Russian innovationbased on the understanding of Russia’s desire to integrate into theglobal knowledge economy. 18 – 19

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