Platzhalter für Bild, Bild auf Titelfolie hinter das Logo einsetzen Communication Strategy iGEM Team Braunschweig 2013 Lara Ehemann, 26.03.2013 Table of contents 1. Analysis 1.1 Initial situation 1.2 SWOT-Analysis 2. Strategy 2.1 Objectives 2.2 Target groups 2.3 Messages 2.4 Instruments for implementation 3. Tactic 3.1 Activities 3.2 Timeline 4. Evaluation 26th March 2013| Lara Ehemann| Communication Strategy iGEM Team Braunschweig 2013| Page 2 1. Analysis 1.1 Initial situation Facts about iGEM •iGEM = international genetically engineered machine competition •Takes place annually since 2003 at MIT (Massachusetts Institute of Technology) in Cambridge, USA •Aim: Promotion of scientific research among students worldwide •Most important international competition within the field of synthetic biology 26th March 2013| Lara Ehemann| Communication Strategy iGEM Team Braunschweig 2013| Page 3 1. Analysis 1.2 SWOT-Analysis Strengths Weaknesses Opportunities Threats 26th March 2013| Lara Ehemann| Communication Strategy iGEM Team Braunschweig 2013| Page 4 1. Analysis 1.2 SWOT-Analysis Strengths •Promotion of young scientists •Renowned host: MIT •First participation of theTU Braunschweig •Innovative project concept •Motivated team of students and PhD students •Voluntary dedication of students 26th March 2013| Lara Ehemann| Communication Strategy iGEM Team Braunschweig 2013| Page 5 1. Analysis 1.2 SWOT-Analysis Weaknesses •Project not well known in our region •Funding still vague •Project idea not final, yet •Subject area very complex •Biotechnology not as interesting for companies such as VW in Braunschweig as e.g. Mechanical Engeneering 26th March 2013| Lara Ehemann| Communication Strategy iGEM Team Braunschweig 2013| Page 6 1. Analysis 1.2 SWOT-Analysis Opportunities •Strengthen the reputation of TU Braunschweig as research-led and innovative university •Improve the image of the biotechnology program at TU Braunschweig •Use already existing contacts to journalists •Strengthen the cooperation between the university and the HZI through the project in the field of infection research 26th March 2013| Lara Ehemann| Communication Strategy iGEM Team Braunschweig 2013| Page 7 1. Analysis 1.2 SWOT-Analysis Threats •Very special and scientific topic that will hardly reach a wider public •Overall standing of the biotechnology sector in Germany is poor •Chance of winning the competion can not be assesed clearly due to the rising number of participating teams over the last years 26th March 2013| Lara Ehemann| Communication Strategy iGEM Team Braunschweig 2013| Page 8 2. Strategy 2.1 Objectives Informational objectives •Inform about the progress of the project (potential sponsors, specialized press, public press, students, interested citizens) •Preparing the topic for the target groups Positional objectives •Point out the advantages and benefits of research within the field of biotechnology Behavioral objectives •Gain the support of the target groups (also financially) 26th March 2013| Lara Ehemann| Communication Strategy iGEM Team Braunschweig 2013| Page 9 2. Strategy 2.2 Target groups •Internal target groups • Students, instructors •External target groups • Interested laymen (newspaper readers) • Biology teachers from Braunschweig • Opinion leader • potential sponsors (biotech -companies ) • Opinion spreader • Specialized journalists • Journalists of daily press • Follower in social media 26th March 2013| Lara Ehemann| Communication Strategy iGEM Team Braunschweig 2013| Page 10 2. Strategy 2.3 Messages •Team of the TU Braunschweig participates in iGEM competition for the first time •Presenting project idea its advantages and potential acquirements for science •Biotechnology is an interesting and seminal program of study •Think about a slogan! 26th March 2013| Lara Ehemann| Communication Strategy iGEM Team Braunschweig 2013| Page 11 2. Strategy 2.4 Instruments for implementation •Internal communication: • Rather secondary • External communication: • Press relations • Road shows • Web presence • Facebook-Fanpage • Sponsoring 26th March 2013| Lara Ehemann| Communication Strategy iGEM Team Braunschweig 2013| Page 12 3. Tactic 3.1 Activities •Internal activities: • Private facebook-group, Google-Drive • Regular press review • T-shirts for the whole team • iGEM e-mail address • External activities : • Media design: • Corporate design • Building and taking care of the web presence and the facebook fanpage • Cooperation with the facebook fanpage of the TU Braunschweig, the city of Braunschweig and other iGEM teams • Improve the website‘s ranking on google-search 26th March 2013| Lara Ehemann| Communication Strategy iGEM Team Braunschweig 2013| Page 13 3. Tactic 3.1 Activities • External Activities: • Press relations: • Press distribution list (specialized press and daily press) • Search for plans of topics • Press releases • Road shows: • Discussion with students , journalists and interested public • And/or with biology teachers from Braunschweig to prepare an attendance at school of the team • Gaining new young academics: presenting iGEM in intensive courses of biology at school • Summer holidays in Lower Saxony: 27.6.- 7.8. • Contribute to „studium generale“ during winter term 26th March 2013| Lara Ehemann| Communication Strategy iGEM Team Braunschweig 2013| Page 14 3. Tactic 3.1 Activities • External Activities: • Sponsoring: • Career-Service of the TU • Cooperation with local newspaper • Support of the university • Financial support of biotech companies • Promoting presentation for sponsors /sponsoring concept 26th March 2013| Lara Ehemann| Communication Strategy iGEM Team Braunschweig 2013| Page 15 3. Tactic 3.2 Timeline Date Event Activities 15thApril End ofregistration Website,Facebook- Fanpage, Corporate Design, End ofApril DNA Distribution Sets send press distribution list, search End ofApril Criteriaformedalsand for plans of topics, iGEM e- awards made public mail address May First regional press release, acquisition of sponsors, Early June Summer holidays Lower Nerd Nite Saxony 27.06. – 07.08. July Press release of university, Newsletter of university, T- shirts for the team, Early August Project descriptiondue, School visit, report of ihk project title and abstract due 26th March 2013| Lara Ehemann| Communication Strategy iGEM Team Braunschweig 2013| Page 16 3. Tactic 3.2 Timeline Date Event Activities Mid August List ofteammembersdue Nationwidecoverage, meeting other german iGEM teams August9th Projectdocumentationdue TBD BioBrickPart DNA due to the Registry TBD Juding form due TBD Wiki FREEZE 11.-13. October iGEM2013 Regional PM, distribution list of TU Jamborees Braunschweig and student initiatives 1.-4. November iGEM2013 World PM Championship Jamboree, MIT, Cambridge, MA 26th March 2013| Lara Ehemann| Communication Strategy iGEM Team Braunschweig 2013| Page 17 4. Evaluation •Clippings •Statistics Homepage •Statistics Facebook and Twitter Coverage Report and Documentation 26th March 2013| Lara Ehemann| Communication Strategy iGEM Team Braunschweig 2013| Page 18 Thank you for your attention!! 26th March 2013| Lara Ehemann| Communication Strategy iGEM Team Braunschweig 2013| Page 19.