2. iNNpulsa Open Innovation 2014
Communications Concept
15 January 2014
• This document is the first step in creating
an identity for iNNpulsa’s 2014 open
innovation programme
• The communications concept will act as
both a recognisable sub-brand and a
reminder of the philosophy of the
programme
• This concept will be developed into a full
strategy with key messages and also a
graphic device to enable recognition
• There is also a top line plan to review
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9. Co4
Colombia Colabora
Colombia Colabora
This is the philosophy
behind the Co4
programme.
It's about Colombian
businesses joining forces
and growing together.
It's about embracing
collaboration as well as
competition.
At its heart is better
innovation through
collaboration.
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10. Co4
Colombia Coopera
Colombia Coopera
This describes the process
behind the Co4
programme.
It's about David working
together with Goliath.
It's about big business
extending a helping hand
to entrepreneurs.
It’s about start-ups and
inventors helping big
business to be more
innovative.
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11. Co4
Colombia Cocrea
Colombia Cocrea
Co-creation leads to
unexpected and productive
leaps.
Business needs innovation
to grow and when it comes
to creativity two minds are
better than one.
Co-creation is the creative
spark behind the Co4
programme.
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12. Co4
Colombia Coinnova
Colombia Coinnova
This is the business
rationale behind the Co4
programme.
Co-innovation gets you
innovation that is Better
Faster and Cheaper than
going it alone.
In business terms it’s
about Give|Get. Matching
what you’re prepared to
give and what you’re
expecting to get with your
partner’s expectations.
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18. 4 key dimensions of strategy
• Objectives
• Target audience
• Messages
• Media
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19. Stage 1
Webinars
100
companies
Roadshows
3
500
Kick-off
workshop
Stage 2
5000 companies
Unmet
needs
Ongoing NNN
10 searches,
250,000 network
National
Needs
Network
2
Venture
Radar
Problem
Pow-wows
1000 submissions
Web
platform
2
50
interviews
Accelerator
programme
Collaboration
Styles test
X-functional
team
formation
10 winners
Airlock
10 airlocks
30 SMEs
Challenge
Launches
Loop
platform
10 events
Teams continue
2500
Company selection/preparation
Months 1-2
Culture change/challenge selection
Months 2-3
20
Dissemination/deal making
Months 4-10
20 deals
Stage 0
Company
analysis
and
interviews
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Connected Colombia targets
20. 15 January 2014
CO4
Communications strategy
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Strategy
Etapa 0
Etapa 1
Etapa 2
Communications Objectives
• Raise awareness of the project
• Recruit 100 potential
challenge holders
• Drive awareness
understanding of open
innovation
• To begin cultural change
Target Audience
• Potential Challenge Holders –
large businesses that want to
innovate to grow
• Regional Government
institutions e.g. chambers of
commerce
• Innovation intermediaries
• 5000 companies, universities
and innovation intermediaries
• A core of ex pow-wow 50
companies
• SME innovators
• Specific sector networks
• Innovation press and bloggers
• Create innovator networks
that are capable of solving a
wide range of challenges
• Successfully launch 30
challenges
• 250,000 SME companies,
universities, innovators,
inventors, start-ups and ideas
people
• Primarily Colombian
innovators, then foreign.
Key messages
• Discover Co4, a new way to
innovate and grow
• Colombia Colabora. Don’t
compete. Collaborate!
Media/marketing channel
•
•
•
•
•
• Discover Co4, a new way to
innovate and grow
• Colombia Coopera. Business
partners come in all shapes
and sizes!
• Webinars/Roadshows/Loop
• Targeted email invitations
• Direct Mail
• PR in business and
mainstream press
Measurement
PR in business press
Targeted email campaign
Youtube interview with DSB
Breakfast briefings
iNNpulsa media/challenge
pages
• Significant number of visits to
the iNNpulsa project page.
• 100 companies interviewed
• 500 attendees as roadshows
• 4500 reach for webinar
content. 5oo toolkit downloads
• Discover C04, a new way to
reach new markets
• Colombia Cocrea. Don’t
struggle on your own, cocreate!
• PR in innovation and small
business press
• Email to innovation
intermediary networks
• Social media
• Challenge launch events
• 20-50 applications to each
challenge
21. Final message after the when we’ve
actually innovated stuff is
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Colombia coinnova
Open innovation generates value fast.
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