Public Awareness Group Meeting Brussels, 19 June 2013 Communication plan for 2013/2014

1- Communication plan for the studies Launch Dissemination 2- Some proposed actions for in view of a consolidated plan to be presented in September Public relations Institutional communication Electronic communication 3- Exchanges on public awareness campaigns plans

Communication of the studies Final IP Contribution: end of June (consolidation final version) IP Perception: end of July (both qualitative and quantitative) Launch September Separately to ensure visibility to each study, Planning and flexibility Roll-out From September onwards EU level (by Commission, OHIM/Observatory/EPO) National level (by public and private stakeholders)

Communication of the studies Positioning Objectivity Reliability Knowledge provider Context First comprehensive EU study Consolidation of knowledge Targets Observatory stakeholders Public authorities Decision makers Opinion leaders and media Message Positive value of IP generating growth and jobs Justification of IP protection

Communication of the studies Launch IP Contribution study Joint press release Commission/ EPO/OHIM, September (tbc) High level press Conference, Brussels, Berlaymont press room Commissioner Barnier, President Battistelli, President Campinos Observatory MEPS Direct information Commission services Direct information Council of Ministers Official information INSTITUTIONAL COMMUNICATION

Communication of the studies MEDIA RELATIONS EU Brussels corps, news agencies, major international news outlets, via: EU calendar, Top News, Rapid data base, Daily midday briefing, Direct press mailings, Europe by Satellite" channel and Euronews IP specialised media (via OHIM and EPO direct contacts)

Communication of the studies Launch IP Perception study Press release Commission/OHIM/Observatory Press Briefing, Brussels, OHIM Liaison office, European Parliament (tbc) OHIM President, Observatory Director, DG Markt representative (tbc) MEDIA RELATIONS EU Brussels corps, news agencies, ( via EU calendar, Top News, Rapid data base, daily midday briefing, direct press mailings), EU online media, social media networks EU agencies and magazines (Agence Europe, Europolitique, Parliament magazine…) IP specialised media (via OHIM and EPO direct contacts)

Communication of the studies Roll-out of the studiesAt European level Major economic media specifically targeted (with external support) such as: MEDIA RELATIONS

Communication of the studies Roll-out of the studiesAt European level Dissemination of the studies to key DGs web sites or electronic newsletters, social media accounts, Europa web site, press officers of Commission representations in Member states & candidates/potential candidate countries, and of key delegations (with DG COMM and DG MARKT support) Roundtable at Commission level (relevant services and agencies) Roundtable with MEPs from relevant committees with support from Observatory MEPs Information to international organisations Presentation at the Economic and Social Committee (13 November/ 16 December) Presentation at the European Competitiveness Council (2-3 December) INSTITUTIONAL COMMUNICATION

Communication of the studies Roll-out of the studiesAt national level INSTITUTIONAL COMMUNICATION MEDIA RELATIONS National IP offices, other public authorities Private stakeholders TOOLKIT: Executive summaries in all languages Reports in the 5 Office languages Press releases in the 5 Office languages Electronic banner Speaking and defensive points (in English) Infographics for use in presentations, press packs and social media Some video materials (stock shots, video interviews in the 5 Office languages)

Other communication actions proposed Public relations Conference on The Contribution of intellectual property to growth and employment in Europe, Brussels, beginning of 2014 linking: Commissions forthcoming communication on a strategy for IP enforcement; Observatorys strategic plan and activities Events planning: coordination with stakeholders - 9 th Pan-European IP Summit, 9-10 & 11 December 2013, Paris - IP Protect expo, 11 & 12 March 2014, London - EU Consumer Day, March 2014, Athens (tbc) & EU Consumer Summit, March 2014, Brussels - 20 th Anniversary of OHIM, Autumn 2014, Alicante - IP World Day, 26 April European Business Summit, 14 & 15 May 2014, Brussels - World anti- counterfeiting Day, June High level EU Summit on counterfeiting and piracy, 2 nd half of th Global Congress on Combating Counterfeiting and Piracy, end of 2014

Other communication actions proposed EU week on Intellectual Property & Combat against counterfeiting and piracy Networking platform for stakeholders/ Info campaign/ events - main event in Brussels with decentralised events - awareness opportunity all over Europe (before, during and after) - targets: EU & national institutional audiences, business, civil society, media Institutional communication Contact programme with the EU Parliament: regular exchanges with MEPs close to Observatory, building relationship with MEPs from relevant committees, Kangaroo group activities Contact programme with Member States: raising visibility in coordination with public stakeholders

Other communication actions proposed Competition as part of an « education campaign » Targets: Children (8-14) or Students (15- 22) Hands off my creation competition Enlarge 2012 competition Use relevant winning materials Develop education materials Develop a network Involve the network in the campaign Real Fake competition Different categories Involve schools Develop education materials Use winning materials Involve partners in competition and campaign

Other communication actions proposed Electronic communication Observatory website promotion -Announce the launch -Press release, advertising campaign ( s to targeted audiences, multipliers) -Submission to search engines, public updates with social networking sites, IP forums, business directories… Electronic newsletter -Strengthening the stakeholders network, raise visibility towards policy makers, media and civil society, generate traffic to Observatory website and attendance to events -Monthly/bimonthly, in English -Content: events section, stakeholders editorial section, relevant media monitoring Social media to be developed: twitter, facebook

Exchanges on public awareness campaigns plans General campaign: EU week ? Targeted campaigns Children Young adults … Coordination Definition of strategic orientations (targets, messages, channels, materials) IP tool kit

Information: (+ 34) (switchboard) (+ 34) (e-business technical incidents) (+ 34) (fax) twitter/oamitweets youtube/oamitubes THANK YOU FOR YOU ATTENTION !