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  • pg 1
    PR and Communication workplan

Jos Paulusse
Richard van der Molen

PR and Communication wp2             Page 1 van 19

1       Introduction                               3

2       Project aims and objectives                4

3.      Communication aims                         5

4.      Opportunities and threats                  7

5.      Means of communication                     8

6.      Organisation                               9


Annex 1         Overview media and relations       10
Annex 2         Planning                           11
Annex 3         Website                            15
Annex 4         Communication in Spain             16

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1       Introduction
The project Studentstarter has been initiated and developed aiming to stimulate the
attention and interest for entrepreneurship and to provide support for persons aiming to
establish a business.
First of all the project will focus at the interest students in vocational education. These
organisations should be supported to develop and to organise entrepreneurial training.
Secondly partners should organise training for individuals outside vocational education
but interested in entrepreneurship. Stimulation and support is important.

Communication has two main goals:
     Internal communication between and with partners, exchange of information and
     experience and to get enough information for improvements in the execution of
     the project. Information about the subject of the started companies and the
     results or difficulties is required.

        External communication to spread knowledge and experience to local and
        regional organisations and other involved or interested entrepreneurial
        organisations in general or in special sectors.

The internal information flow between the partners will be secured by:
- e-mail communication, telephone and letters;
- agendas and annexes for work meetings;
- a steering group which discusses the project information in flyers, brochures and the
- a web site that provides information about the activities and background information on
- meeting reports and project results to be published via the website;
- to evaluate the project;

The external information flow:
- focuses at interested bodies, authorities and business organisations on local or regional
- present project progress and results
- present products and outcomes of the work; starters will get possibilities to present their
business on the project website.

The production of a newsletter, to be published via the website is a cheap and quick
method to inform interested persons on progress and developments of the project.
Starters can present their offers, their experience and invite other starters or
entrepreneurs to cooperate.

At the start of a project it is difficult to give an inventory of expected outcomes and
products especially because it is not well known what initiatives students and other
starters will take and what kind of initiatives already have been developed in the partner
countries. As much as possible the project website will present available information,
modules, related sites and information about the activities of the partners. This will
include new initiatives in the business sector, the official situation in partner countries,
application of modern technologies, etc.

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2       Project aims and objectives

Project summary


The project Studentstarter aims to stimulate and to support colleges and students
to start a business during the education and to continue this business after
graduation. The Leonardo da Vinci program of the European Commission has
granted this project for the next 2 years.

What about

Students, in the end phase of their study, establish a mini-company in order to learn
about business and entrepreneurship. In many colleges students end their business just
before graduation, often without a study for future feasibility after graduation. This is a
pity because student have smart ideas, have many possibilities, are creative and have a
lot of perseverance. Graduation should not mean to stop entrepreneurship and find a job;
a combination is also possible.

Students with proven entrepreneurial characteristics are being stimulated to continue the
established company after graduation. There are difficulties for this group of starters in
The Netherlands as well as in other European countries. In fact: colleges take care for
students and not for started entrepreneurs (after graduating) and support organisations
(mainly) support started entrepreneurs (registered by Chamber of Commerce) and not
students. The project aims to bridge this gap by stimulating the co-operation between
VET and Business support organisation(s).

The student should get training and support concerning administration, marketing,
acquisition, knowledge of tax rules, governmental regulations for establishing a
commercial enterprise, etc. The base for this knowledge and some experience has been
educated and trained in the mentioned last part of the study.
Co-operation of entrepreneurs and advisers with teaching staffs stimulates the transfer of
entrepreneurial knowledge and practical experience and of course new mini-companies.
Staff of colleges will also develop their insight in this matter and become better business
trainers! Experienced entrepreneurs who get in trouble because of different situations
hesitate a long time (much to long!) before asking for support. Presenting this kind of
support in early stage can be helpful and effective in later phase.

It is aimed in this project to develop a procedure of support for these student starters. We
will develop and test how to coach these starters; in such way that the starter will not
become dependent of this support, that there is an increase of entrepreneurship, that
basic rules and regulations are being discussed with a coach and that decisions are
taken by the young entrepreneur.

The product to be developed in this project besides the continued student-starters is a
procedure of coaching and transfer of information. The (to be) developed procedure(s)

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will be tested in the partner colleges, improved and presented to interested bodies in the
form of a manual and via the website. Each partner country will gather information, and
test, improve and evaluated the information. Procedures and information will be
published on the project web site.

The reasons for this development are:

       that the already established companies in many situations easily can be
        continued after graduation
       motivation and stimulation of young graduates to create their labour market.
       the greater part of graduates will find a job and likes this and another group
        wants to be free, to be responsible, have many ideas and creativeness. The risk
        of failures can be decreased by education and coaching.
       Initiators have the meaning that with help, coaching and good advises these
        students can be helped and that it contributes to create more employment.
       SME’s are great contributors to develop the labour market. In average they
        employ 6 persons (in NL) and support of development of SME’s will mean
        expanding the labour market and lower unemployment.

The need and probably adaptation of our point of view will be researched via a European
inventory among colleges, universities, organisations. The report will become available
via the website.

The proposed partnership exist of educational organisations (VET; Professional
Universities), entrepreneurial partners, and European organisations.
Partners:        NL:     1. Landstede-Zwolle; contractor; Vocational Education and
                            Training Centre; mr. Richard van der Molen, director;
                         2. European Educative Projects bv-Vught; coordinator;
                            mr. Jos Paulusse; director;
                         3. University for Tourism and Leisure management – NHTV-
                            Breda; mr. Jan Noort, unit leader;
                         4. AOC-Oost-Doetinchem; Agricultural College;
                            mr. Hanno Smit, trainer;
                         5. Foundation Bevordering Plattelandsontwikkeling Europa;

                BE:        6. Syntra Midden Vlaanderen; Sint-Niklaas; Vocational Education
                              and Training Centre; mr. Wim van Stappen, head training unit;
                           7. VOKA; Kamer van Koophandel Oost-Vlaanderen vzw; Gent;
                              mrs. Christel Geltmeijer, director;

                BG:        8. St.Cyril and St.Methodius University of Veliko Turnovo;
                              Veliko Turnovo; prof. Margarita Todorova; head ICT unit;
                           9. Regional Development Agency; Plovdiv; mr. Aleksandar
                              Tonkov, director;

                ES:        10. CECE; Confederacion Espanola de Centros de Ensenanza;
                               Madrid; mr. Luis Lizama, trainer;

                EU:        11. EfVET; the European forum of technical and Vocational

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                               Education and Training; Brussels; mr. Frans Schneider,
                           12. Jade; European Confederation of Junior Enterprises;
                                Brussels; ms. Lin Ta Cam, staff;

                UK:        13. Edinburgh University Settlement – Community Learning
                               Centre; Edinburgh; mrs. Margaret Durie and Terry Ward,
                               program coordination.

Intended aims and objectives
The aimed results of co-operation in this European project are:
     Experience with more than 50 students starting during education and continuing
       after graduation;
     Manual (compilation of different materials) for guiding student starters / a
       methodology / procedure for continued entrepreneurship;
     Presentation of good practices; DVD with examples
     Basic Professional competence profile of entrepreneurs;
     Results of project experience and the practical coaching of student starters;

Valorisation of the results:
     Links and contacts with colleague networks in this area;
     Co-operation with European organisations and presenting results and
     National workshop(s) to present good practices and training possibilities;
     Development of a website with gathered examples / materials;
     Staff exchange / study visits as a possibility to intensify co-operation and learn
       from each other.

Information at
Jagersweg 23
5262 TM Vught
The Netherlands
T: +31 - (0)73 - 65 72 565
F: +31 - (0)73 - 65 60 581
M:+31 - (0)6 - 51 98 08 51

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3. Communication aims
The central point of contact is the co-ordinator and this partner is the best one to maintain
a website because all project information is here available. A communication plan will be
presented in the 1e work meeting.
The objective is to establish an effective information flow inside the project and outside to
interested bodies, magazines, papers, etc.

    1. co-ordination internal information flow (to inform partners on activities, to present
        reports of meetings, to contribute to flyers, to develop and maintain the project
        website as an electronic information platform);
    2. development and maintenance of the project website (web management,
        passwords, links, information platform, reports, etc.);
    3. to discuss a communication plan (presentation in kick off meeting);
    4. to publish and to distribute via the project web site the reports, manuals,
        questionnaires, and a final report;
    5. to spread information about studentstarters (core activities of the companies,
        websites, expectations)
    6. to produce a reader (handbook or workbook) with information how to start ,
        background, reports, advise and examples)
    7. a DVD (information video) with the contribution of training groups in order to
        show approaches, methods, results;
    8. questionnaires for evaluation of the project
    9. dissemination project results, reports, manuals, training materials, etc. through
        the project web site.

The aims of the communication plan is to regulate and to stimulate partners to present
and to spread their knowledge and experiences gained in this project. Starting
entrepreneurs can have profit of this information.

Training modules, examples, experience and suggestions how to stimulate
entrepreneurship will support these development in education. Brochures, newsletters,
modules or manuals and web site are instruments that might support the organisations.

The effect of well communicated activities of the project Studentstarter is not always
clear. Organisations and colleges often need many years to execute initiatives and to
implement changes. Development of guidance and offering training to potential
entrepreneurs needs time, information and people need to show their guts.

Target groups

        Students in vocational education

        Colleges on secondary or higher level are involved to stimulate entrepreneurship
        among their students. This activity is supported by the aims of the European
        Commission (Lisbon, Maastricht and other treatments).
        Employment is strongly influenced by developments in SME and for this reason
        entrepreneurship is stimulated.

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        Participants in adult education

        Besides students in full time vocational education there are many adults
        interested to take part in courses aiming to establish a business. Elderly people,
        women, immigrants, and unemployed people are often interested to start a
        company. These groups often want to invest a lot of time in their entrepreneurial

        City Councils and organisations concerned with social security benefits or
        unemployment benefits are increasingly interested to help their clients to
        establish a business. It is clear that a percentage of this group will have success
        and create their own employment. Support as remaining the security benefit for
        six or nine months is an enormous help and in general profitable for the security

Partners will establish cooperation with local organisations in order to stimulate this
development, to stimulate entrepreneurship and to increase employment. Partners will
have to spread knowledge about this initiative, publish successful starters and have to
stimulate activities as a starters pub, a starters club, a Studentstarter Club, etc. in order
to support the exchange of starters experiences. For this there are often possibilities to
join an existing group of entrepreneurs which stimulates networking!

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4. Opportunities and threats

The entrepreneurial sector is a difficult sector in which a lot of people earn a living with
very different activities. Entrepreneurship is a matter of guts, creativeness, a lot of work,
networking and insight in your market.

    governments stimulate entrepreneurship because of the influence on
      employment and economic development of the city or region. Sometimes starters
      can make use of financial support as tax exemption, a lower VAT payment, and
      sometimes investment subsidies;
    young people has often a lot of creativeness and labour force input.
    interest of investors to invest money to execute good business plans
    actual economic growth is stimulating entrepreneurship. National economies are
      increasing and offer lot of challenges for business developments.

    to start a business look easy but is difficult;
    entrepreneurs have to do with a lot of rules and regulations as well as on national
       level (the law) as on local level. Safety, environment, labour conditions, housing,
       and marketing are often strictly regulated and limited;
    overestimation of your market;
    investments and income. Starters need a budget to get started but also some
       income in the period before having customers / clients;
    the long term is often neglected. There is to little attention for insurances,
       pension, administration and registration, accountancy, etc.

Communication and contacts with local entrepreneurs might help to get over these
bottlenecks. Partners will have to invite experienced entrepreneurs to present their view,
to stimulate their starters to attend information sessions of chambers of commerce, and
special organisations, to stimulate to ‘employ’ a counsellor or mentor. Via brochures,
workshops or invitation to take part in a course individuals will be informed and involved
in these developments.

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5. Means of communication
Internal project communication
The project partners have an important role in the communication strategy. Internally it is
a matter of the group to communicate, to cooperate and to exchange information.
Partners have to get acknowledged with each other, trust and confidence have to built up
and a period of two years for this rather short. The first work meeting will be used to
discuss the workpackages, the role of the partners, the project aims and the partner’s
aims and possibilities and to stimulate mutual communication and cooperation.
The website will be an instrument to spread documents and results; e-mail will be used to
communicate directly with and between the partners.

External communication concerns the spread of knowledge and experience to the public,
authorities and entrepreneurial bodies (e.g. business clubs). Increase of the involvement
of these organisations in the project will be influenced by the information to these
organisations about the activities. It is important that partners present addresses of local
and regional bodies to the communication partner in order to be able to spread brochures
and to invite these bodies to attend a product presentation as a result of the project.

Partners will offer articles to newspapers and local magazines, send brochures to key
organisations and involve students and interested persons in business activities.

    Brochures;
    Articles in newspapers and magazines;
    Invitations to take part in a course for entrepreneurship or to choose for a special
       module in the educational program;
    Information the project website and on partners website;
    Cooperation with local organisations (city council, employment office, business);
    Publish the successes
    Develop learning materials and organisation of courses; activities as ‘starters
       club’ ‘elevator pitch’ and meetings with investors; workshops on

Workshops and Conferences
At the end of the project the group will present their results to the audience. Partners will
produce a list of addresses of bodies and individuals to be invited to attend the final
conference. Up-to-date information and well organised is a stimulus for interested
persons to attend this conference and in before the group will have to do a lot of work.
It is important to announce in time this conference and to remind people some months
before the conference.

Entrepreneurial organisations on a local level often have difficulties to attend conferences
on this theme in other countries. Partners will organise a workshop for interested bodies
and discuss the process of the development, the aims and the results and interested
persons or organisations can be in contact with the partner and get information about
modules or results as soon as this is available. Individuals can get information via these
workshops about courses, challenges, possibilities of support and cooperation.

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6. Organisation
The management team in this project meets regular and stimulates partners to
communicate with the project management and with the other partners about their
initiatives, publicity and starters. The project communication is not only about money and
administration but especially about developments, bottlenecks and solutions. It is also
aimed at the starters to expand the contacts and sometimes cooperation.

The communication flow is coordinated and stimulated by the coordinating partner EEP.
Other partners will present their information in order to have an efficient and accurate
communication. Regular progress sheets and information about the started students will
gathered and presented to all partners in the project. This evaluation of progress (via
progress sheets) will be discussed in the partnership during the work meetings.

In the soundboard group the brochures, leaflets, programs of meetings and workshops
will be discussed before (or after) publishing. Mistakes with dates, addresses or content
have to be avoided as much as possible and mistakes on the website have to be
improved as soon as possible but partners have also an individual responsibility.

               Date    April 2007
            Version    1
             Status    Wm1
          Reference    SS –wp2
                File   PR & Communication
            Authors    Jos Paulusse, Richard van der Molen

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Annex 1                    Overview media and relations
List to be completed during the project. Partners will deliver names and addresses of
bodies and persons to be invited for conference and/or to send brochure about results.

Partners will produce an overview of organisations/individuals to be invited to attend a
Contractor will organise the final work meeting in which partners present their results and
in which expert organisations might be involved. This will be discussed within the

BG         University faculties
           Association Missal – Association of Spread of Knowledge
           Women’s Lion’s club (6 Ekzarh Yosif str. ; Pazardijk; 4400;
           Bulgaria ( )
           Career Centre VTU
           Students Council
           Plovdiv Municipality
           Chamber of Industry and Commerce
           Employment Authorities (Regional Employment Office; Labour
           Offices in Plovdiv, Maritza, Rodopi)
           Trade Unions

BE         Kamers van Koophandel in Oost Vlaanderen
           Registratiekantoren Ondernemingen
           University of Gent
           Flemish Government

ES         CECE members (colleges)

NL         Kamer van Koophandel in Zwolle, Eindhoven (postbus 735, 5600
           AS ), Breda, Arnhem
           ROC’s en AOC’s
           Stichting Jong Ondernemen
           Stichting Ondernemersklankbord
           SZW – project directie Leren en Werken
           Banking organisations (ABNAMRO; RABO; SNS, etc.)
           Organisatie Groep Zuid; Regio Business Dagen;
           Nuenenseweg167; 5667 KP Geldrop;
           MBO Raad; Postbus 196; 3730 AD De Bilt
           AOC Raad
           HBO Raad / VSNU

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           Startende Ondernemers; WG-Plein 178; 1054 SC Amsterdam;
           0900-122 33 22 (Buro Studio Scope);
           Brabants Dagblad: berichten via
           MKB-Nederland; Brassersplein 1; Postbus 5096; 2600 GB Delft;
           Telefoon: 015-2191212; Email :

UK         Steering group partners in UK
           Chamber of Commerce
           Stevenson College
           Vocational colleges and institutes of higher education
           Foundation McSense
           Prince’s Scottish Youth Business Trust; 15 Exchange Place;
           Glasgow; G1 3AN; T: 0044-141 248 4999; www.psybt,
           Federation of Small Businesses

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Annex 2                    Planning
Website                                      April 2007

Brochure Studentstarter                      June 2007

Modules, learning materials                  September 2007 and later

Reader                                       November 2008

DVD with entrepreneurship / presenting
student companies                            November 2008

Report competence profile                    September 2008

Newsletters                                  April 2007, December 2007, March 2008,
                                             July 2008, September 2008; spread via
                                             the website or e-mail

Articles in local magazine / newspaper       from December 2006 till end

Reports (interim, final, special subjects)   January-November 2008

Workshop                                     January-November 2008

Program and invitation final meeting         March 2008 and later

Additional Information
Research report (up-date)                    June 2008

Workshops / seminars                         also in January 2009 – April 2009

Up-date of companies                         July 2008

Start new period of coaching and
establishing companies                       September 2008 – January 2009

Newsletters to (interested) starters         from WM4 till the end

Evaluation process of starting               November 2008
(and reasons to quit)

Pre-announcement final conference            September-October 2008

New dates final conference                   period of 25-29 March 2009

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Annex 3                    Project website

The site has a public part and a restricted part. The public part is accessible for all and all
public information about the project will be presented here.
The restricted area is only accessible for authorised persons and is in special to discuss
draft documents, problems, models, etc.

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Annex 4                    Spain

    1. Media dissemination and general promotion

    2. Internet dissemination

    3. Call for participation in CECE schools

    4. Promotion throughout Youth and voluntary organizations

    5. Public affairs, government and political relations

    6. Presentation in different national or international events and conferences

    1.   Media dissemination and general promotion:
                Distribution of press releases:
                Articles in Actualidad Docente (CECE’s Magazine)
                Organization of workshops and Entrepreneurs Club Seminars
                Production and distribution of leaflets:
                           o      Distribution in schools
                           o      Postal mailshots to the target audience: Students and teachers
                           o      Distribution at other events and meetings in which CECE could
                Press clipping
                Production of Posters and distribution in events and CECE schools
    2.   Internet Dissemination

         The Internet is an extremely effective communications tool. It allows you to provide and
         to update information to large numbers of people simply and at a relatively low cost:
         Mainly by the establishment of a Project’s web site, as a channel of permanent
                Diffusion of it in search engines.
                Promote the site through paper publications.
                Sending e-mails to all the people involved contacts, with links to the site and a
                 short explanation of why it will be interesting to them.

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                Building a network of links to and from other sites on the net, especially linking it
                 with sites on European educational issues:
                               o    European Youth Portal:
                               o    European Schoolnet
                               o    European Youth Centre
                               o    European      Youth
                By linked it with CECE web page
                Inserting links in other related pages. We have accords with Education web
                 portals to inform about all the activities carried out by the project.
                Using related blogs:

    3.   Call for participation in CECE schools:
                 Organization of Entrepreneurs in Education Competition in collaboration with
                  IESE Business School: :
                E-Mailing to 1.000 Education Centres database in Spain
                Dissemination to workshops participants.
                Dissemination in   CECE’s Associates Organizations:
    4.   Promotion throughout Youth and voluntary organizations

                Communications with Spanish Youth Associations
                Liaison with Instituto de         la   Juventud     (Official   Public   Institution):
                Publication of interviews and articles in OIJ Magazine:
                 (Organización Iberoamericana de Juventud – Youth Latin American Organization)
                Promote the site through Spanish Youth web portals.

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    5.   Public affairs, government and political relations
                Communications to Official Spanish Education Web Portals:
                           o   CNICE
                           o   EDUCAMADRID
                Contacts with Permanent Representation of European Union Institutions in Spain
                Contacts with Spaniards Employers’ association and trade unions:
                              o CEOE
                              o UGT
                              o CCOO
                              o USO

                Collaboration with Entrepreneurship Promotion Bodies :
                              o Government of Spain
                              o Region of Madrid  
                              o Municipality of Madrid
                              o Chamber of Commerce
                              o Microsoft Corporation

    6.   Presentation in different national or international events and conferences

            By launching in the meetings that will be carried out with national and International
            Organizations in which all partners are involved.

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                  Organisation internationale pour le développement de la liberté d'einseignement
                  European School Headmaster Association (ESHA)
                  European Forum for Technical and Vocational Education and Training (EFVET)
                  European Council of National Associations of Independent Schools (ECNAIS)

                   Participation in the following conferences:

   19.-21. April 2007          2007 Annual General Meeting and 
                               Conference of ECNAIS in Budapest
   10 -12 April 2008           2008 Annual General Meeting and 
                               Conference of ECNAIS in Oporto
   7 -9 May 2007               Online Educa Madrid 2007        
   24-27 October 2007          EfVET 2007 Annual Conference         in
                               Tours, France
   28- 30 Nov 2007             Online Educa Berlin 2007        

   28 Nov – 2 Dec 2007         CECE ANNUAL Congress , in Santander

                   Future Conferences:

   11-13 September 2008        ESHA Conference in Copenhagen   
   22 -25 October 2008         EfVET 2008 Annual Conference         in
                               Vilnius, Lithuania
   October 2008                CECE ANNUAL Congress            

   2- 4 Dec 2008               Online Educa Berlín 2008        

        For further Information:
        Luis Lizama
        Confederación Española de Centros de Enseñanza – Spanish Confederation of Educational
        CECE (
        c/ Marques de Mondejar, 29-31
        28028 – Madrid – Spain
        Tel: + 34 91 725 79 09
        Fax: + 34 91 726 11 17

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