Europeana Food and Drink Catalogue of products · 2016-02-02 · D3.3 Europeana Food and Drink:...

Grant Agreement 621023

Europeana Food and Drink

Catalogue of products

Deliverable number D3.3 Dissemination level PU Delivery date July 2015 Status Resubmission Author(s) Keepthinking (KEEP)

D3.3 Europeana Food and Drink: Catalogue of products

This project is funded by the European Commission under the ICT Policy Support Programme part of the

Competitiveness and Innovation Framework Programme.

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Revision History

Revision Date Author Organisation

Description

v1.1 201503 Evgenia Spinaki KEEP Starting of document

v1.2 201503 Laura Gibson CT First review

v1.3 201503 Katy Swainston KEEP Second review

v2.0 201507 Evgenia Spinaki

Lise den Brok

Andrea de Polo

Enrico Turin

John Balean

Emmanuel Mazzucchi

Chrystalleni Lazarou

Natasa Charalambous

Anne Marie O'Dwyer

Greet Draye

Chris Vastenhoud

Wiebe de Jager

Vladimir Alexiev

Annalise Duca

Maria Sliwinska

Adrian Murphy

Sašo Zagoranski

KEEP

SHIFT

ALINARI

FEP

TOPFOTO

UNIROMA1

CFM

CFM

LGMA

CAG

KMKG

EURO

ONT

ACROSS

ICIMSS

HM

SEM

Review and include replies to resubmission questions

v2.1 201507 Katy Swainston KEEP First review

v2.2 201507 Cristiano Bianchi KEEP Second review

v2.3 201507 Laura Gibson CT Final review

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Statement of originality: This deliverable contains original unpublished work except where clearly indicated otherwise. Acknowledgement of previously published material and of the work of others has been made through appropriate citation, quotation or both.

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Contents

1. Introduction

1.1 Scope and aims

1.2 The approach

1.3 The process

2. Standard product development cycle

2.1 Project definition

2.2 Project initiation and plan

2.3 Product specification

2.4 Content generation

2.5 Design

2.6 Build

2.7 Launch and marketing

2.8 Evaluation

3. Catalogue of products

3.1 Cluster products

3.2 Classic products

3.2.1 Picture library

3.2.2 Semantic demonstrator

3.2.3 Technical demonstrator

4. Conclusion

Appendix 01 Book and ebook project initiation document

Appendix 02 Web app project plan

Appendix 03 Social game specification document

Appendix 04 Social game sample content

Appendix 05 Social game design

Appendix 06 Book and ebook marketing strategy plan

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1 Introduction This document is being resubmitted at the request of the Commission in the First Period Review Report. It addresses the following issues that were raised:

a. more specific and quantified information about the business model and value proposition of each commercial application and justification about the matching between a business model and the corresponding application

b. more specific and quantified revenuesharing model for each application c. clear statement about the commitment of application owners (clusters) to

exploit the commercial applications d. specific, quantified information about the content sourcing for each commercial

application (amount and type of content to be used in the intermediate and final version of each application, processes how this content will be identified and relevant time schedules)

e. extent to which existing Europeana and/or new content is used in each application (quantified information)

f. value of each application for Europeana g. clear statements about the potential commercial value of each application

1.1 Scope and aims

Europeana Food and Drink aims to develop innovative new ways for Creative and Culture sector partners to collaborate. These ways of working together and the lessons learned from them will then be used to inspire new projects and collaborations.

This document includes the catalogue for the Europeana Food and Drink Products that form part of Work Package 3.

Keepthinking (KEEP) is the package lead for ‘Work package 3 Developing Commercial Applications’ and is project managing all commercial applications developed as part of Europeana Food and Drink. We will evaluate the commercial viability and cultural impact of the products during the last months of the project, as planned.

The project’s vision is to develop successful applications that will outlive the project duration and result in positive changes for all the organisations involved. This will provide them with the methods and tools to repeat the process and expand their offerings, as well as demonstrate that when the creative and culture sectors work in a

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collaborative environment, they can flourish and create exceptional value for their audiences.

Sustainability and replicability of the projects and the methods used for their development are very important factors for the success of this package. We would like to ensure that all the projects can be self sustained, possibly through commercial collaborations, while simultaneously providing a toolkit and key findings to help future partners to repeat the process and develop their own products.

According to the DOW, the applications were meant to draw and reuse metadata content from Europeana, via Europeana Cloud. Early in the process, however, we encountered a number of issues when trying to fulfil this part of the project scope. To summarise what made it unfeasible to use existing content for the applications, this is what we found:

Most of our content partners did not have their assets directly related to this project within Europeana. If the goal of the project was to have all partners contributing creativity and content, this would have severely limited our options.

We thoroughly evaluated how to contribute content from our partners into Europeana, but even in this context we were met with difficulties. The content storage provider, which was identified in Europeana Cloud, was not ready to accept content and will not be until too late in the project timescale (January 2016). We did evaluate other options, but none were deemed appropriate for the project scope and timescale.

Even when we tried to reuse content from Europeana, it did not have the search tools required to effectively find relevant, ready to use content. In the Scope of Work the project includes a Semantic Demonstrator, which may have helped. This was, however, scheduled by the Project Coordinator (CT) to be developed and delivered quite late in the project, with the consequence that it could not be used to scout relevant content.

As WP3 leaders for the development of commercial applications, we needed content that was available when required during the development process. We took the pragmatic approach (in full communication and agreement with the overall Project Coordinator, CT), to source content directly from content partners with the plan of uploading this content onto Europeana as soon as the relevant infrastructure (which is responsibility of a different WP) was ready to use.

On a positive note, we did learn a great deal from the process and have as a result adjusted the scope of some of the project deliverables to provide better search and interpretation tools for Europeana (Semantic and Technical Demonstrators).

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1.2 The approach

Early research suggested that there is a discrepancy between content originally identified and the content needed to support targeted products (Full Learning report). This is mostly because the value delivered through such products is more closely related to contextualisation which many times differs from the catalogue of objects that might have been previously identified as important. A demandled approach was suggested where content identification and aggregation relates to the product briefs which in turn are informed by audience identification and analysis.

We have conducted a series of consultation sessions with consortium partners about their content, partnerships and audiences and it also became clear that there are different content needs for each of the products being developed. This was one of the main reasons for dividing them into cluster and classic products, with each group following a slightly different method for successful delivery. The classic products (Semantic Demonstrator, Picture Library and Technical Demonstrator) can draw content from all content providers while the cluster products (Book and eBook, Exhibition and Virtual Exhibition, Social Game and Mobile App) will use content tailored to the needs of each product.

Consultations with all the content providing partners in the project were held and their strengths were matched with a particular product. These newly matched clusters of partners could then work together to define, specify and deliver their product. Each cluster includes at least one creative partner and one content provider partner, with one of them taking the role of the cluster leader to ease decision making.

1.3 The process

To develop successful and commercially viable products in the context of a European funded project, it is important to go through a product development process that matches as close as possible a real world scenario.

Workshops were held with each cluster at the beginning of the project to introduce partners to each other and kickstart discussions. The Value Proposition Canvas and the Business Model Canvas were used to help the clusters make several decisions and firm up their ideas.

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https://drive.google.com/file/d/0B_rV-RWZXyirekRGZU52UDU4aFE/view?usp=sharing

http://www.businessmodelgeneration.com/canvas/vpc

http://www.businessmodelgeneration.com/canvas/bmc


Filling the Business Model Canvas during one of the workshops

Keepthinking provided a complete set of actions for every phase of the process, with a defined set of deliverables at the end of every phase. This ensured that the full scope of each project was laid out and all milestones were clear to all partners involved. Regular (at least weekly) conference calls have been carried out and there has been a constant communication flow between all partners involved. Basecamp acts as the centralised information and communication hub for each product.

2 Standard product development cycle 2.1 Project definition

One of the key actions is to identify the need for each product, together with a client who is willing to invest in its development and target audience.

In our case, such an investment is in the shape of resources and time. The specific objectives/needs of both the client and audience are what inspires a product idea and defines its replicability. Market research and competitor analysis help refine the idea and create the conditions to start engaging with potential commercial partners. The deliverable for this stage is a formal Project Initiation Document, an example of which is shown here (see complete document in Appendix 01).

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http://keepthinking.it/

https://basecamp.com/


The audience page from the Book and eBook project initiation document

2.2 Project initiation and plan

Once the idea is refined and agreed with all the stakeholders, it is time to identify all the people who need to be involved in the process, together with their responsibilities, key milestones and challenges. A comprehensive project plan is then produced (see example in Appendix 02).

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https://drive.google.com/file/d/0B_rV-RWZXyirTTluZzgxNzE0SVU/view?usp=sharing


Detail from the Web App project plan gantt chart

2.3 Product specification

During this phase, technical and functional specifications are produced, costs are identified and success metrics are put together to aid the evaluation of the end product. The completed specification document includes all of these parts (see example in Appendix 03).

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https://drive.google.com/file/d/0B_rV-RWZXyiraHYxTE5ZOVJJZVk/view?usp=sharing


Detail from the Social Game specifications

2.4 Content generation

All necessary content is gathered in the required format and any new content is commissioned, if necessary. Sample content is used during the development period until the full body of content is available (see example in Appendix 04).

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https://drive.google.com/file/d/0B_rV-RWZXyirc3lFTFN0N01EZXM/view?usp=sharing


Page from one of the eLearning Resources including Europeana content

2.5 Design

This is when the products start to take shape. Art direction and full design of each product are created during this phase (see example in Appendix 05).

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https://drive.google.com/file/d/0B_rV-RWZXyirTExXVjBJWExScU0/view?usp=sharing


The Question Page from the Social Game design specifications

2.6 Build

In this phase all of the different components come together. The product development takes place while the content is still being generated. Different testing sessions are scheduled to ensure the product is working well. At the end of this phase the product is ready to launch.

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https://drive.google.com/file/d/0B_rV-RWZXyirck9EeXltX3FKMVE/view?usp=sharing


Screen from the Web App frontend prototype

2.7 Launch and marketing

The marketing activities will promote the product to the target audience before the launch and then gradually accelerate. A marketing plan will be in place and results will be regularly evaluated and reviewed (see example in Appendix 06).

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http://fnd.semantika.si/foodanddrink


Page from the Book and eBook marketing plan

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https://drive.google.com/file/d/0B_rV-RWZXyirM2Z6cHJlSHR0akk/view?usp=sharing


2.8 Evaluation

Six months have been allocated to the evaluation of each product to allow enough time for reliable measurements of success and impact. Some clusters, like the social game, might use this time to refine their products following real user feedback. They could also to reach out to potential commercial partners. A full report will be produced as part of D3.21.

3 Catalogue of products 3.1 Cluster products

3.1.1 Book and eBook

The partners

Shift is a product design for social change company; they are the cluster leader.

Fratelli Alinari is a picture library; they are the creative partner responsible for subcontracting the publisher and author and might also contribute contextual images for the book.

Topfoto is a picture library; they are provide contextual images to the book. European Federation of Publishers is an umbrella organisation of European

book publishers; they are a cluster member and help with the definition, specification and replicability of this product.

The client

The National Brewery Heritage Trust in BurtononTrent protects and preserves Britain’s brewing heritage and has its own museum. As part of its archival collections it holds the Charrington Archive which contains about 6000 architectural photographs of pubs in Greater London, a selection of which will form part of the book content. Their team has been involved in all major decisions about the book and signed off each stage. Product idea

The book is aimed at pub regulars, along with pub and beer enthusiasts. It showcases a total of 52 pubs using archival images, some of which have been featured and include additional material. The additional material has been augmented and enriched with stories and memories from landlords and pub regulars (crowdsourcing). Product design for social change company Shift organised

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storytelling events in twelve pubs, asking landlord and regulars to contribute stories and memories. These stories have been gathered and the relevant content uploaded to the related Historypin project. Contextual images from related events from picture library Topfoto are used to complement the gathered stories. Modern photos where also commissioned to create a ‘now’ and ‘then’ comparison. An subcontracted author summarised and edited the collected content to create the book.

The eBook will be a pdf version of the book and will include clickable links to Historypin pages for each pub.

Sample images from the Charrington Archive

Business model and value proposition


The value proposition for the book and ebook is to celebrate local London pubs through stories, memories, anecdotes, photos, maps and ephemera shared by their communities, while simultaneously enabling better access to neverseenbefore

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https://www.historypin.org/en/explore/a-history-of-pubs/


archival images held by the National Brewery Heritage Trust. Specially commissioned ‘now’ photos are juxtaposed with these archival images to showcase the architectural history of the pubs and provide the backdrop for a social history told by the people who have connected with the pub through the decades. These stories have been drawn out by Historypin in community engagement events and play a central role in the book and ebook.

Title: London Local Pubs Past and Present

Author: Adrian TierneyJones

ISBN: 9780857100993

The benefits of the book and ebook for the various partners involved in their creation are:

Europeana

Use of the high quality Charrington collection, which will be reusable by other creative and commercial organisations, reinforcing Europeana’s role as an aggregator of reusable content

National Brewery Heritage Trust

More exposure for the Trust and its collections, through links in the book which lead the reader to the Historypin.org/pubs website, on which the entire Charrington collection is displayed

The digitisation of the Trust’s Charrington collection, which was previously financially impossible

The forging of a partnership between a commercial company and a cultural heritage organisation for exploiting their archival collections to mutual benefit

The pubs

A chance to use their history and heritage to attract more customers

An opportunity for the local community to see and learn about the history of their surroundings from the viewpoint of the local pub which is likely to be one of, if not the, longest surviving social venue in the area

The community A chance to contribute to the book through these community engagement

events, showing them that their opinions and memories are valued and will be preserved

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To promote pubs, what they are; what they serve; and what they mean across different countries, people, visitors, cultures

Diagram illustrating the model and the processes involved

Revenuesharing model

b. more specific and quantified revenuesharing model for each application

The book and ebook will use the “COMMERCIAL” model. Following this model, the content has an upfront cost to the user and a direct revenue return.

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The publisher is responsible for selling the book and ebook through their usual channels. The cover price for the hard copy book is £9.99 (€14), from which the publisher will pay out a royalty of 10% on net proceeds.

The cover price for the ebook will also be £9.99 and falls under a similar royalty agreement

As Shift has signed the contract with the publisher, it will be paid any royalties yearly. Shift will split these 5050 between the writer and Save Photo, who are responsible for the commercial exploitation of the Charrington collection. The royalties that Save Photo receives are then subject to the Partnership Agreement between Save Photo and the National Brewery Heritage Trust, which covers all commercial exploitation of the Charrington collection by Save Photo.

Exploitation

c. clear statement about the commitment of application owners (clusters) to exploit the commercial applications

Shift is committed to exploiting the book and ebook to its fullest potential. It has developed a marketing plan that will utilise its existing network of pubs and pub enthusiasts, supporting the publisher’s marketing plan to ensure the highest number of sales. Shift will be open to the possibility of reprints or second editions of the book by the publisher, if the opportunity presents itself. It will continue to liaise with their client the National Brewery Heritage Trust to ensure the Trust are happy with the progress.

As part of a commitment to the project, Alinari, Topfoto and FEP will be promoting and demonstrating the benefits of this publication in the commercial sector. They will do this not only by disseminating it in traditional ways but also by promoting it with existing members and being open to involvement with future productions.

Content

d. specific, quantified information about the content sourcing for each commercial application (amount and type of content to be used in the intermediate and final version of each application, processes how this content will be identified and relevant time schedules)

The final version of the book and ebook with contain the following: 68 images from the Charrington Collection as per the licensing agreement

letter between NBHT and Historypin / Shift

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20 images from pub events organised by Historypin, where locals and landlords are invited to share their photographs and memories. All image providers have signed a permission form to license their images as CCBYSA 4.0 and have cleared them for use in the book and ebook

3 images from consortium partner Topfoto, provided free of charge

3 CCBY licensed images from Ewan Munro, a Flickruser

a 437word foreword by Robert Humphreys, commissioned for the product

Pub descriptions by Adrian TierneyJones (10,000 words in total), commissioned for the product

45 newly commissioned photographs of the pubs as they look now, made by Historypin and licensed CCBYSA 4.0

The initial content for the book and ebook, the Charrington collection, was identified between February and June 2015 through connections with the National Brewery Heritage Trust. Shift then engaged Save Photo to digitise the 6000image collection.

Additional content was identified through community engagement events in pubs, where the Charrington collection photographs acted as conversation starters for regulars, landlords and locals. These participants shared their stories and photographs about each pub and its local area, to be included in the book and ebook.


All content that has been used in the book (with the exception of the 3 CCBY licensed images from Ewan Munro) will flow into Europeana through the Historypin API, which will enrich Europeana’s holdings. This is expected to happen in the Autumn of 2015. As the book cluster decided to use content that was identified to meet a specific user need, namely previously unseen photos of pub exteriors that alleviate a lack of historic pub photographs, only this newly sourced imagery was selected for publication.

Value for Europeana

f. value of each application for Europeana

The book and ebook carry Europeana Food and Drink’s logo, as well as a link to the Food and Drink website. In addition, Europeana.eu is credited both in text (with a direct link) and with a Made With Europeana logo on the first page of the publication.

All 6000 images in Charrington collection will flow into Europeana through Historypin’s API. As it already has attracted interest from commercial and creative

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companies, it has been proven to be of high quality and is likely reusable by other creative and commercial organisations. This will support Europeana’s premise of being an aggregator for reusable content.

The methodology of crowdsourcing for a commercial product, on which this book is based and which is visualised in the flowchart at the beginning of this section, will be shared with the wider F&D consortium and the Europeana network in order to allow others to replicate it. This will be a valuable outcome of the Europena Food and Drink project for Europeana, as it is a replicable methodology for creating commercial value out of heritage collections.

Commercial value

g. clear statements about the potential commercial value of each application The 1500 copies of the book produced with the financial contribution of Alinari,

as part of the subcontracting work, (minus the 200 copies that the publisher is donating to the project) will be sold for £10 RRP, which creates a gross sales monetary value of £13,000.

The publisher sells the hard copy book for £6 to bookshops and others at trade price. This would mean their profit is £9,000 if they sell all 1500 copies. 10% royalties of this would mean a maximum of £900 in royalties, which is roughly €1250. This profit will be shared by the National Brewery Heritage Trust and Heritage Assets. In addition, the ebook will be sold for a recommended retail price of £9.99. It is still unclear which channels will be used by the publisher to sell the ebook apart from their own website, Amazon.co.uk and Waterstones, but royalties on the ebook will also be 10%.

Pubs can potentially sell the book from behind their bars for a modest profit, thus creating some commercial benefit for these businesses.

The pubs featured in the book will potentially experience an increase in customers, especially if the book will be used as the basis for a pub crawl.

The publisher sees enough commercial value in the book to invest time and resources in it.

Current phase & plan

The content phase is now complete and design is at the last stage, with only the final review and approval remaining before the book goes into production. Halsgrove Publishing, which specialises in local history publications is the appointed publisher. Attracting a traditional publisher proves that there is commercial value to this product

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http://www.halsgrove.com/

http://www.halsgrove.com/


and gives us the advantage of being able to utilise their distribution and promotion channels.

Key upcoming dates:

21 July – Book and ebook ready for production

31 August – Developing distribution and marketing channels

August/September – Book and ebook production, strengthening distribution and marketing channels

30 October – Book and ebook ready for sale

A spread featuring a pub, from the book and ebook

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A spread with crowdsourced content, from the book and ebook

Replicability model

The model could be replicated by following the same method: identify a client with digital materials around a specific theme, prepare a book proposal and pitch it to publishers. The whole process including action plans, pitch document, information about self publishing, licensing models and crowdsourcing platforms will be made available to help repeat the project.

ebook Case Study

It is encouraging that an ebook using this approach from other Europeana Food and Drink partners is already underway. The Austrian National Library (ONB) and Vilnius University Faculty of Communication (VUFC) are working together and producing a mini eCookbook on AustrianLithuanian cuisine. It will show the historical interconnection of the two countries through travelled and joint recipes. Seven recipes will be selected to be cooked by food Bloggers and visualized with both original recipe prints and actual pictures of the dish. (Europeana's Images are

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preferred). Historical and contemporary stories and reflections will be part of the content. It will be published in three languages (English, German, Lithuanian) as an open access document (Public Domain). The eBook is managed and published separately. Eventually, it could be developed as part of a series of historic recipe connections between different countries.

The client is the AustrianLithuanian Association Vienna with a purpose of strengthening AustrianLituanian relations and preserving cultural heritage, national identity, customs and language. Their objectives are to:

show historical roots of uncommon cuisines

generate engagement with ALA and

promote how their social activities support cultural relationships between Austria and Lithuania

ONB and VUFC have identified food bloggers and food bloggers magazines as commercial partners and they are in agreement with them on promoting the recipes featured in the book and the ebook itself. The next phases for this case study include:

3 August – Deadline for raw content

17 August – Layout/Template will be done afterwards

15 September – Full Publication

3.1.2 Mobile optimised web application

The partners

The Horniman Museum and Gardens is an inspiring, family friendly, free attraction in South London’s Forest Hill. The anthropology collections of the Horniman are among the most significant ethnographic collections in the world. The objects considered for this project come under the categories of ‘food processing and storage’, ‘food service’, ‘hunting, fishing and trapping’ and ‘agriculture and forestry’. The Horniman is both content provider and cluster leader.

Semantika is an award winning company dedicated to the museum sector. Since 2007 they have participated in a range of international projects, including Europeana Inside and Europeana Creative. They are the creative partner.

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The client The Horniman Museum and Gardens also acts as a client on this project and aims to increase visibility of certain collections, promote the cafe and establish new partnerships with commercial companies and other museums.

Product idea

The web app will be aimed at domestic and international tourists in London and will feature tea trails. Tea is particularly appropriate for the Horniman as the founder, Frederick Horniman, was a tea trader. Through market research, the cluster confirmed that tea is very popular among tourists in London and that visitors will often go out of their way to find it.

Initial discussions with potential partners were very positive; they think it is a strong idea and are happy to collaborate. Furthermore, they actually expressed a preference for an organisation such as the Horniman Museum and Gardens to act as the coordinator as it is neutral.

There will be eight venues per trail in the following themes:

History of the tea trade in London Afternoon tea history and heritage Tea traditions from around the world in London

Each venue will have associated images, a description, related collection pieces (if a museum and where available), visitor information and a short historical anecdote. Visitors will be able to follow, share and favourite venues and trails.

Tea related collection items from the Horniman Museum and Gardens

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The trail app is designed as a platform, which allows easy creation of thematic exploration trails with the ‘Tea trail app’ being one specific usecase / pilot of this system. Since it is a platform, many additional trails can be developed on top of it.

There are multiple potential clients that will benefit from this system:

heritage organizations will be able to create indoor and outdoor trails; share their collections in a new and unique way; and reach more potential visitors

shops, pubs, restaurants and other local vendors will also be able to leverage the broad reach of the platform, thus attracting more visitors into their establishments

The strategic values of this application for Horniman Museum and Gardens are:

sharing their collections in a new, unique way potential for forging new corporate partnerships opportunity to promote collections and venues to new audiences, particularly a

tourist audience which is not high amongst their current visitors



The main commercial model for the application is in providing the platform to organisations in both a free and feepaying model (freemium), in which the core features of the platform will be available for free, while extra features will be available as a paid upgrade. The premium version of the app will cost 50€ / month and will include: up to 10 trails, indoor trails/maps, audio guides, publishing the trail as a mobile app and potentially other features.

We envision that about 100 organizations will signup for the “premium” version during the first year of the platform being public, which would generate approx. 5000€ of monthly revenue.

Once the platform is launched, development of new features will continue and an additional “revenue share” model will be used, in which the income generated through the platform is distributed between the organization that created the trail, the seller and the platform itself. There is also the potential to generate revenue by

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asking venues to advertise (with a clear editorial policy), corporate sponsorship, or support in kind.

Exploitation


The Horniman Museum and Gardens are very committed to promoting the web app, and exploit any commercial and corporate partnerships that it can bring about. The Horniman’s Individual & Corporate Giving Manager and Head of Fundraising and Membership are involved in the project, helping to shape the ways we engage with corporate partners. Fundraising via corporate partnerships is a key element of the Horniman’s fundraising framework.

Our focus on sponsorship is for packages of work undertaken by the museum, including London Tea Trail. The Horniman’s Individual & Corporate Giving Manager and Head of Fundraising and Membership are contributing to the project by establishing and developing relationships with corporate partners (namely consumer brands), negotiating agreements and developing fundraising opportunities and agreements.

Semantika is preparing a marketing plan to ensure web app is promoted to the widest possible audience. Since the platform is built on top of its existing work (Museums.EU) Semantika will certainly commit further resources to bring this product to market and make it one of its key products in the future. At the same time, Semantika is already working on a “shopping component” of the platform, which will add another potential revenue stream.

Content


For the past few months, the Horniman Museum and Gardens has been working on identifying venues for the trails, working to optimise the trail experience for audiences. For each trail, the Horniman is curating a mix of venues such as museums, historical sites, retail shops, cafes, bars and restaurants. For example, the Tea Through Time trail currently includes two museums (National Portrait Gallery, Museum of Brands and Advertising), three heritage sites (Cutty Sark, East India

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House, Samuel Pepy’s Burial site), one retail site (Fortnum and Mason) and two bars (Horniman at Hays, Bourne and Hollingsworth).

The Horniman Museum and Gardens has been compiling the trails by curating historical research using the Horniman’s collections, Europeana’s collections, and those in other museums. The Horniman is also planning to ask its large social media following to suggest further venues for the trails via crowdsourcing social media activity, particularly to suggest venues which illustrate particular stories or themes. Content from other venues will be sourced by directly requesting it.

Semantika has invited other Europeana partners to create their own local trails and will also invite its existing museum partners to do this. Over 1000 museums and galleries worldwide regularly use Semantika’s Museums of the World / Museums.EU platform to enter collections, exhibitions and events. Adding trails will be an additional feature to those users, which will provide an immediate audience for the trail functionality.


The collection of content is still in progress meaning there are no specific figures at the moment. The collection highlights content (up to 15 per venue) will come to Tea Trail London web app in one of three ways, listed below in order of preference:

through Europeana API uploaded to the trail web app CMS Potentially using organisations' internal API (for scalability, thinking beyond the

project)

The Horniman Museum collection is not yet in Europeana and will initially be uploaded using the app CMS (Mimsy XG, which is part of Europeana Inside). Once the objects are available in Europeana they will be retrieved via its API instead.

Value for Europeana


The Europeana Food and Drink logo will feature on the web app, as well as linking to the Europeana Food and Drink website. Europeana.eu will be credited both in text (with a direct link) and with a Made With Europeana logo.

The Horniman Museum and Gardens will provide metadata for 4,000 objects relating to the anthropology of food and drink to Europeana, supporting Europeana’s

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objective to be an aggregator for cultural content. The web app will display highlights from these objects, and subsequently link to Europeana.

The application focuses on the commercial usage of collections data aggregated by Europeana in a new way. Instead of an allencompassing aggregation approach, this application will showcase and highlight relevant, themed content to a specific audience, interest community and demographic. This will broaden awareness and usage of Europeana, and provide a publicfacing purpose for a platform not especially well known by a public audience.

Additionally, in developing partnerships with new heritage, museum and commercial partners, the Horniman Museum and Gardens will promote Europeana as a website to new organisations who have the potential to join the Europeana Network.

Commercial value

g. clear statements about the potential commercial value of each application

Semantika has been in contact with several of its existing heritage clients who have expressed an interest in creating their own curated trails. They will also invite all of its existing Museu.ms/Museums.EU users (1000+) to start creating trails. If successful, the trail app/platform could generate over 10.000€ per month within the first year of being fully publicly available.

The Horniman Museum and Gardens feel that the web app has potential for corporate sponsorship and corporate partnerships. Fundraising via corporate partnerships is a key element of the Horniman’s fundraising framework. Its focus is on sponsorship for packages of work undertaken by the museum, including London Tea Trail.

Additionally, the app has potential to attract new audiences and visitors to venues along the trails. This will encourage new museum visits; greater access to cultural sites; and commercial revenue for the museums, heritage sites, shops, restaurants, cafes, etc. featured in the trails.


The design of the web app has been completed and is currently under development. Sample content provided by the Horniman Museum and Gardens is being used during development and while the final content is finalised.

Key upcoming dates:

31 July – HM to finalise list of venues

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31 July – SEM to deliver CMS to HM for content uploading and alpha version of web app for comments

3-4 August – HM to upload collections highlight to CMS (temporarily - will

change to Europeana post-September 2015)

3-30 August – HM to upload new content / refine existing content

6-10 August – SEM to share beta version of web app and HM to undertake

user-testing

12 August – HM to feedback user-testing results (** NB: schedule conference

call for this day)

12-26 August – SEM to make any changes highlighted through user-testing

24 August – SEM to collect content from other partners for additional trails 31 August – tea-trail London site goes live

post-September 2015 - change HM collections highlights from CMS upload

to Europeana import (and any other organisation in tea trail which has

collections via Europeana)

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Design mock up of the homepage of the Tea Trail London web app

Replicability model

The web app is developed in a way that can be expanded and rolled out to a variety of other cities to showcase a different product, for example beer in Brussels or chocolate in Zurich. Other Europeana Food and Drink partners have already

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expressed interest in participating and Semantika has shared the related templates with them so that they can start preparing their content. As mentioned above, Semantika is also using its existing client base to generate more trails.

3.1.3 Exhibition and Virtual exhibition

The partners

Centre for Agrarian History (CAG) is an expert centre for history/heritage of agriculture and food, with expertise and experience in developing exhibitions. They are the content provider and cluster lead.

Royal Museums of Art and History (KMKG) are interested in developing new relationships and new uses based on its collections. They are the content and creative partner assisting with the specification and processes.

The client The Bakkerijmuseum Veurne (Bakery Museum) is already a member of CAG network and is very enthusiastic about the idea. It will be celebrating its 30th birthday in 2015 and is currently under renovation. It will be reopening their doors in autumn 2015 and our exhibition will be the first to be displayed. This is a great opportunity for us as related promotional activities will be taking place around that time.

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The Bakkerijmuseum Veurne

Product idea

The exhibition concept is around ‘cake’ and the key audiences are any home bakers, regular visitors to the host venues, tourists, schools and the general heritage sector visiting public. The main aim is to show the importance of cake in each season, its role in festive occasions and its wider social function. The fact that the appearance of cakes differs from region to region and from time to time will be key in understanding traditions, along with national and regional differences.

This will be a touring panel exhibition with a modular design so that it can travel easily. The choice of a panEuropean theme will make it easy to engage with a variety of venues. Cake boxes with information about the exhibition will be printed and distributed to promote and start public engagement.

The Virtual Exhibition will initially be based on the framework created by CAG and KMKG in collaboration with the Bakery Museum in Veurne and expanded to include institutional content from Food and Drink project partners. It will be created on Google Cultural Institute’s platform.

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https://www.google.com/culturalinstitute/

https://www.google.com/culturalinstitute/


As part of a second phase, the virtual exhibition will be expanded with usergenerated content. Similar to the Book and eBook, public events will be held to gather cake related photographs, recipes and stories, and all content will be uploaded to HistoryPin. A selection of this crowdsourced content will eventually become part of the GCI curated exhibition.

Example of how the Virtual Exhibition could look like



The value represented by publishing the virtual exhibition can be:

Generating general public interest in shared cultural heritage (educational aspect)

Raising awareness of the contributing organisations, as they are credited in the exhibition

Raising awareness of the physical exhibition (advertising aspect)

The exhibition is part of a series of actions involving the general public, bakers and creative industries around the panEuropean theme of cake. As the diagram below shows, the general public, heritage institutions, designers, sponsors, food promotion organisations and professional bakers are brought together to work together on the

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theme of cake. They create exhibitions; design cake boxes; contribute recipes; stories and images; bake cakes; visit locations; and share cake culture.

Diagram illustrating the model and the processes involved

The cake exhibition

Based on information from Bakkerij museum, the number of visitors to the location during the period the exhibition will be running is estimated to be around 2600. The other venues will attract 350 visitors making a total of 4000 visitors to the exhibition. Further locations for the exhibition are:

Partner Location Timing Entry

Bakery Museum Veurne, Bakery Museum

Oct Nov 2015 & Feb 814, 2016

Adults: €2,50 pp, Children (612 yrs): €1 pp

Erfgoedcel Leuven & Stadsarchief Leuven

Leuven, Public Library & historic town hall

Dec 2015 Jan 2016 & April 24, 2016 May 2016

free

Erfgoed SintTruiden, Feb 20, 2016 free

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Haspengouw location tbc March 2016

Bokrijk [tbc] Bokrijk summer 2016 0 3 Yrs Free

3 12 yrs € 1

13 59 yrs € 10

59+, disabled, groups € 8,5

Ter Groene Poorte [tbc]

Bruges, Ter Groene Poorte

free

Crowdsourcing events

In cooperation with Week van de Smaak, seven crowdsourcing events will be organised where the public can contribute recipes, stories, etc.

A cake box print design competition

This is a competition in which designers can submit a design for a printed cakebox. The winning design will be printed on 3000 cake boxes and be distributed to participating bakers.

Cakes

Participating bakers are invited to produce cakes based on or inspired by recipes contributed during the “Week van de Smaak” crowdsourcing event.



The exhibition will use the free model as entry is free for visitors, either as part of a larger exhibiting organisation (Bakkerijmuseum) or as a venue providing exhibition space. The spaces in which the exhibition will be on display are sometimes unmanned. At this stage it is not known if locations will organise paying events in relation to the exhibition.

The actions related to the exhibition and accompanying events have already led to a number of free or sponsored opportunities:

3000 printed cake boxes are sponsored by VLAM www.vlam.be, the flemish centre for agriculture and fishery marketing.

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The boxes will be distributed by Puratos www.puratos.be, a supplier of bakery ingredients

Publicity for the project is included on the Week van de Smaak website http://www.weekvandesmaak.be/

Coffee and cake at crowdsourcing events will be provided by Week van de Smaak

Exhibition space is being provided for free by all locations (see venues above)

Exploitation


CAG has been involved in the selection of the exhibition venues and content generation. It is committed to exploiting more opportunities to tour the exhibition to additional venues.

KMKG aims to exploit new mechanisms for interaction with public and application of CH objects through this project. They have done this through the development of a series of related events with other organisations and the general public, in which different aspects of heritage and memory are featured. This is strategically important as research institutes are becoming increasingly dependent on the public as a resource in terms of research but also financially as government funding is reduced.

The virtual exhibition will initially include institutional content only. The project aims to add user generated content to the exhibition at a later stage. Europeana is committed to updating the exhibition once new content (images and copy) is delivered by the project partners. Preferably, this will be done in one batch, during the already established lifespan of the project.

Upon launch, Europeana will highlight the virtual exhibition on its enduser social media channels (Facebook: 70,000+ fans, Twitter: 21,000+ followers, Google+: 2,000+ followers). In addition, Europeana will feature the virtual exhibition in the enduser newsletter (50,000+ subscribers).

Content


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http://www.puratos.be/

http://www.weekvandesmaak.be/


Exhibition: The content used in the exhibition is related to the exhibition theme of cake. The content illustrates numerous passages of copy and 25 images. These images were sourced from the Rijksmuseum and Bakkerij museum. Of the 25 images,15 will be delivered to Europeana.

Crowdsourcing events: seven crowdsourcing events organised in Belgium will supply an estimated 200 objects which will all have appropriate rights. These will be delivered to Europeana.

Virtual Exhibition: Consortium members will supply a first set of images (200 total). These will also be delivered to Europeana.


The material in both the physical as well as the virtual exhibition is a mix of both new content, coming in via the Food&Drink project (i.e. material from the Bakery museum), as well as existing content (i.e. from the Rijksmuseum).

The exhibition uses 25 images. The theme of the exhibition is the origin of cake, its uses and customs. It requires specific imaging which was not available under the correct rights of use in Europeana.

In order to guarantee the timely production of the exhibition CAG has relied on existing sources. 15 of the images used in the exhibition will be delivered to Europeana and have the appropriate rights.

Each consortium member is invited to submit materials related to cake. It is expected that ultimately 200 items will be contributed.

In cooperation with the Week van de Smaak, CAG and KMKG will organise seven crowdsourcing events in which cake related content such as pictures and recipes will be collected. All content collected during the crowdsourcing events will be considered for participation in the online exhibition and/or contribution to Europeana.

The link points to the website of Week van de Smaak where the events are published: http://www.weekvandesmaak.be/Opdekoffie/ (only in Dutch). An overview of the planned events is:

Friday, November 13 (15h19h) Roeselare

Saturday, 14 November (14h18h) Leuven

Sunday, 15 November (14h18h) Hoepertingen

Wednesday 18 November (15h19h) Eeklo

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http://www.weekvandesmaak.be/Op-de-koffie/


Friday, November 20 (15h19h) Brussels

Saturday, November 21 (14h18h) Antwerp

Sunday, 22 November (14h18h) Ghent

During these events, which are called “Op de koffie”, a Dutch expression for visiting somebody and having a coffee, the public is invited to bring old cookbooks, recipes, pictures, etc. related to cake. These will be scanned on the spot using hand scanners, a flatbed scanner and a digital camera. The public will be interviewed by consortium personnel using a questionnaire. This will ensure proper registration of metadata and rights management.

CAG and KMKG do not foresee a specific web location for the contribution of materials online. It is believed that facetoface conversation on the subject is the best experience for the contributing participants and will generate the highest quality information.

Value for Europeana


Each virtual exhibition that is added to the Europeana family allows us to extend the reach of our partner’s collections. Exhibitions are important because they allow Europeana to connect to niche audiences that might be interested in learning more about a very specific topic (see below). The context added to the content (metadata, descriptions) is also valuable in terms of online discoverability of content.

According to a recent user survey, over 70% of respondents visited the Europeana exhibitions platform either 'To educate [themselves]' (42%) or 'To get a deeper knowledge of a certain topic' (30%) . With regards to users’ preferences for a virtual 1

exhibition over a physical exhibition, ‘Detailed presentation of rare or inaccessible objects/artefacts’ was mentioned as a key outcome of the virtual exhibitions survey. The fact that objects from a virtual exhibition can be downloaded is regarded as important by 87% of the users. This is another important difference, compared to physical exhibitions.

The material used in the exhibition will be fed into Europeana with metadata relating to the exhibition events.

Both the theme and the content of the exhibition have been chosen to be panEuropean and easy to localise. The exhibition covers a number of aspects of

1 ‘Europeana 3.0: Exhibitions Survey Report, May 2015’, carried out by User Vision

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cake, like history, occasions and local variations. These themes can be used in any localised version of the exhibition. The exhibition does not feature CH objects making it easy to be exhibited in less guarded venues.

Commercial value


The exhibition

The exhibition itself has limited to no commercial value due to its scale, making a commercial revenue sharing model of a upfront cost to the user unjustifiable. The exhibition’s main aim is to act as a catalyst to bring together cake heritage and customs to a wide audience.

Crowdsourcing events

The crowdsourcing events have significant social value. It is expected that exchange and sharing generate new contacts. CAG, KMKG and EURO will monitor the development of such occasions closely and support where possible.

Bakers will bake cakes inspired by recipes contributed through the crowdsourcing events and virtual exhibition. They will sell the cakes in the specially designed cake boxes sponsored by VLAM. The revenues of the cake sales go directly to the bakers.

Commercial decisions and implications

We have ensured that the exhibition can fulfil its aim of reaching a wide audience at minimal cost to us by negotiating use of the exhibition spaces free of charge. It is anticipated that the exhibition could cause a rise in visitor numbers. This could directly contribute to a rise in revenue at the Bakkerij Museum which charges for entry (adults: €2,50 pp, Children (612 yrs): €1 pp. Additional income may also be generated through indirect sales such as refreshments at the venue or in the local area.

The crowdsourcing events are sponsored by the Week van de Smaak in exchange for them providing refreshments. These events in and of themselves may cause an increase in revenue through sales in and around the museums.


We are currently in the design phase of the physical exhibition. The content has been gathered and delivered to the designers for production. Content for the virtual exhibition has already begun to be collected from other Europeana partners. Additional crowdsourced content will be collected through organised events.

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Key coming dates:

31 July – Physical exhibition designs ready for production 10 August – Virtual exhibition phase 1 content ready 25 August – Virtual exhibition phase 1 ready for testing 31 August – Virtual exhibition phase 1 launches 31 August – Physical exhibition materials ready

Replicability model

There are two ways to replicate this project.The first is by repeating the same theme in different venues/countries. In this case the templates for the designs will be shared with the new venues and they will only need to replace the text and images. The second way to replicate the project will be by sharing a ‘toolbox’ outlining the approach and actions needed to create a parallel project.

3.1.4 Social game

The partners

ICIMSS is the International Centre for Information Management Systems and Services and has been involved in the creation and specification of an interactive game prior to joining this project. They are the content provider and cluster lead.

Acrosslimits is a technology, research and consulting SME with experience in mobile apps. Its roots are firmly in innovation and ICT. They are the creative partner.

The client The International Centre for Information Management Systems (ICIMSS) is selected as the client for this product. Their aim is to promote food culture, expand their number of services, increase their audience and strengthen their international relationships.

Product idea

The social game is a quiz in which players have to answer a number of food and drink related questions to complete challenges. The main target audiences include young people and food savvy individuals. There are three modes for the game:

Free mode. Players answer questions and gain related badges.

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Challenge mode. Players challenge their friends/other players and have to correctly answer the questions in a given time.

Upload your dish. Players are asked to upload their dish and tag it. These dishes will be included in the questions given to other players. The crowdsourcing element of the game will help Europeana to collect further material for its ever growing database.

The main social element of the game is based around multiplayers challenging each other, competing for better scores and gaining different badges. The players will also have the ability to share different parts of the game, including descriptions and recipes.

For longterm success, the social game can also be adapted for to give direct rewards to the player, which can include (but not be limited to) discounts in shops/museums/restaurants/hotels.

Example wireframe for the Social Game


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The social game’s business model is based on the added value proposition that is targeted towards the creative industries, cultural heritage institutions and the Food and Drink Sector. The content and materials in the game will be taken from a variety of sources, on the one side formal content providers and on the other, uploaded by users (UGC user generated content). The sales / pricing model will be a subscription based on the level of ‘sponsorship’ that the client would like to take up. For example, if there is an Italian restaurant in the UK that wants to be a sponsor, every time that someone guesses an Italian dish correctly, they might see a small popup or advert of that restaurant based also on their location.

See Business Model here: https://canvanizer.com/canvas/4rS7SFQdcNw



The social game will be based on a free model. This means that the app would be made available free of charge for the user. Further to this, there will be the possibility to open additional functionality in the app, that will help in getting the ROI. This will be done based on engaging different commercial partners, such as restaurants and/or museums or chiefs, to use the app to advertise their products / services. This would therefore be based on the inapp advertising model. Additional revenue streams could also be obtained from cultural events, festivals and other activities that celebrate food and drink in Europe. Tourist boards of particular countries, regions or towns that promote themselves to food lovers might also wish to sponsor part of the game.

Exploitation


AcrossLimits, agrees to maintain and keep the social app named “Food and Drink” running after the end of the project, and exploit the game for commercial opportunities, if feasible and deemable for the company. Modifications might be made after the project end towards a more commerciable product.

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https://canvanizer.com/canvas/4rS7SFQdcNw


AcrossLimits cannot be held responsible for the content being made available by third parties, however will ensure to monitor this during office hours.

ICIMSS will be interested in social game promotion and will continue work on adding new content to the game even after the end of the project.

Content


ICIMSS will be responsible for the content uploaded at the initial stage of the game allowing it to start being used. It has been agreed that for the testing phase 10 items will be delivered. Within the project life an additional 50100 items will be added. All pictures and content to which ICIMSS has full rights will be made available for free use to the game players till the end of the project and after, until the termination of partnership agreement. As the game is open for the updates ICIMSS will make all efforts to supply it with additional content also after the project end.

Content delivered by ICIMSS will consist of:

meal or tool pictures meal or tool description, with special attention to some curiosities making the

game more interesting for the players ingredients necessary for the meal recipe country of origin links to Europeana if such materials are available in Europeana delivery of materials to Europeana if these are not present there links to Wikipedia or other sites where more data about meal or tool are

available and could serve for further learning by the game players

ICIMSS will not take any responsibility for the content delivered by third parties. Timescales: An update to data development and detailed plan can be found here https://drive.google.com/open?id=1EKFVWhx48L1U46lfhZkfJN8R9OIyrk0WbBfKTRiQDMo

An open call for content was made on the 7th July encouraging all partners to contribute their national food items for the Social Game.

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https://drive.google.com/open?id=1EKFVWhx48L1U46lfhZkfJN8R9OIyrk0WbBfKTRiQDMo

https://drive.google.com/open?id=1EKFVWhx48L1U46lfhZkfJN8R9OIyrk0WbBfKTRiQDMo


AcrossLimits is being proactive in collecting additional content for the game, by setting up onetoone meetings with commercial establishments (restaurants owners, chefs, winery etc). It will encourage all other partners will be urged to do the same. AcrossLimits has already started this process in Malta with very promising results.


The game is encouraging access to existing Europeana content by linking from the description of the content to Europeana when possible. Content that will be used for the game will be harvested to Europeana. ICIMSS has already transferred some content useful for the game to the MINT aggregator and from there it will be harvested by Europeana. Even more content will be added to Europeana in the next planned harvesting time i.e. in December. Any the new content gathered within the project life will be added in the last possible harvesting time.

Value for Europeana


Our target audience for the social game is young people. This groups tends to have a low level of familiarity with Europeana, instead choosing to use large, less specialised search engines such as Google. Through this game we will bring their attention to Europeana, as each item’s content description will have a relevant link to Europeana where they can get more information and more similar content even not yet used in the game. This means Europeana will be promoted through the social game to a new target audience. A promotion plan will be created to reach and engage with this new audience, e.g. visits to schools etc.

Commercial value


The social game will be introduced to several European countries. This has the aim of engaging different commercial establishments to promote their local / foreign cuisine to the audiences of the application while at the same time promoting their business/services.

This approach can also be extended to museums, which will be urged to join the community with photos of different items that can be found from their collection to promote their exhibitions.

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The design of the social game is complete and it is currently under development. Sample content provided by the ICIMSS is used during development while the final content is finalised.

Key upcoming dates:

3 August – Deadline for content from all partners 31 August – Social Game is launched

post-September 2015 - Enhance game with more content and functionalities

Design the question and answer templates of the Social Game

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Badges designed for the Social Game

Replicability model

Each partner can create different questions with countrybased answers. This approach can be easily implemented for several countries across Europe. A template for collection content has been shared with all Europeana Food & Drink partners already.

3.1.5 eLearning resources

The partners

Sapienza University of Rome is one of the 100 most important universities in the world, the largest in Italy and one of the largest in Europe; they are the cluster lead and creative partner.

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The Cyprus Food and Nutrition Museum (CFM) is a nonprofit Cultural and Research Society which aims at conducting and undertaking initiatives and activities to promote knowledge and practice of traditional foods; they are the content provider.

The client

The Cypriot Ministry of Education and Culture (henceforth MOEC) is very interested in this project due to a lack of relevant material on Cypriot cuisine for educators to use in subjects such as home economics. MOEC is expected to start a pilot project that will bring the product to a certain number of high schools in order to test its use in the field. If successful, the product could form part of regular school curricula.

Uniroma1 involved a commercial partner, “Antica Norba”, an old chocolate factory. Antica Norba organizes school visits in its “Museo del cioccolato”; teachers participating in these school visits are interested in educational resources to support their activities. Product idea

CFM will provide three open educational resources using key objects (images, texts, etc.) that will become part of Europeana Content Base. Public and private educational institutions, teachers and other educators are the main audience for this project.

The three eLearning Resources will be developed in the form of lesson plans and will be available in Greek. Three different subjects based on CFM’s data collection and then adjusted to the High School curriculum have been identified:

Traditional Cypriot breakfast vs modern breakfast: we choose a healthy way to start our day!

The nutritional properties of bread and its significance in traditional Cypriot cuisine.

The nutritional properties of wine, its products and significance in traditional Cypriot cuisine.

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Digital cultural objects from Cyprus Food Museum

The above resources will be the base of a template that can be reused to create additional resources in other languages and subjects.

Uniroma1 will provide educational resources including digital cultural objects from Europeana and digital cultural objects from its commercial partner, Museo del Cioccolato, using the template developed by CFM. These educational resources will support school visits to Museo del Cioccolato.

Digital cultural objects from Museo del Cioccolato

At the same time Uniroma1 will provide:

Guidelines for content providers on how to contribute fundamental objects (images, text, etc.) to Europeana that can be easily and effectively used to build open educational resources.

A tool supporting teachers in creating open educational resources based on key objects (images, text, etc.) available in the Europeana content base: the Europeana Attribution Tool. The Europeana Attribution Tool is an interactive web application using Europeana Api to easily create references to Europeana objects used in documents.

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There is not a consolidated, well defined business model for Open Educational Resources. Uniroma1 analyzed the scientific literature about OERs; results confirm that generally speaking, the OER project business model should be part of a wider business strategy, involving a wider network of stakeholders (Hylén, 2009; Koohang & Harman, 2007, Langen 2011).

The most common business models (Langen, 2013) are:

freemium: giving away OERs to get paying students (e.g. MIT).

efficiency: supporting teachers’ efficiency. This is the mission of several governmentfinanced knowledge bases.

subsidizing: because of the importance of education, several governmental institutions and charitable foundations subsidize OERs.

platforming: some organizations supply OERs for free but ask a contribution for related services (hosting, support, etc.).

According to Langen (2011) “sustainability of OER would depend on the construction of a nonmonetary exchange system, depending on nonmonetary exchange rather than monetary trade. By combining the targets of the different stakeholders, organizing an exchange of products, the independent OERorganization could create a sustainable system”.

So OERs should be included in a strategy creating value for brands, people and organizations. In the Europeana Food and Drink project, OERs demonstrate how cultural heritage objects in Europeana can be easily reused by teachers to create lesson plans, presentations and work sheets for their students, all exploiting the Europeana and Europeana Food and Drink brand.

In addition to this, small businesses in the Food and Drink industry can be supported in creating educational activities to exploit their brand efficiently using Europeana and other digital cultural heritage objects. In this scenario, OERs are not directly sold to teachers and educators, but help business and organizations in reaching new clients for their commercial and noncommercial activities.

References

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Hylén, J. (2009). Why individuals and institutions share and use OER. In S. D’Antoni & C. Savage (Eds.), Open educational resources: Conversations in cyberspace (Chapter 8). UNESCO.

Koohang, A., & Harman, K. (2007). Advancing sustainability of open educational resources. Issues in Informing Science and Information Technology, 4, 535–544.

Langen, F.H.T. de (2011). There is no business model for OER: A business model approach. Open Learning: The Journal of Open and Distance Learning, 26(3).

Langen, F. H. T. de (2013). Strategies for sustainable business models for open educational resources. The International Review of Research in Open and Distance Learning, 14(2), 5366.



The eLearning resources will be based on a free model. The free model is based on the idea that the ROI (return of investment), which is at the base of a decision to develop a product or campaign is nonmonetary, meaning that the product will be consciously developed at a loss in return for other types of ‘revenue’. This model is typical for cultural organisations and content whose main charter is to develop audiences. In this case, products falling under this category will hope to result in higher audience engagement, whose ROI is in the first instance presence and attendance rather than direct revenue. The cultural institutions may have a secondary monetary revenue as a result of increased presence but this cannot be accounted for as direct ROI.

The ones that have been developed by CFM could only use the free model as they will be mainly used in public education in order to reach the largest audience possible. CFM could potentially integrate a tab on its official website promoting the resources and gaining profit through relevant advertising according to the visiting numbers. This seems to be a common business model for OERs.

Although our resources will be free, we are creating valuable brand awareness for Europeana, EFaD and for our commercial partners.

Exploitation


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UNIROMA1 will work with its commercial partner (Museo del Cioccolato) to disseminate OERs and will try to replicate the cooperation model to build new partnerships in the Food and Drink industry.

CFM already collaborates with the Ministry of Education and Culture and specifically with the inspectors and consultants of the home economics’ subject, in order to make sure that the resources will be approved and disseminated amongst public schools for use from September 2015 onwards.

Additionally, for one of the resources CFM has nurtured collaborations with three respected food organisations in Cyprus, which has included a visit to their establishments. They will potentially be asked to advertise the resource through their websites and could also use the same resource to develop their own educational programs.

A general template of the resources with guidelines was created and could be distributed amongst cultural organisations and food industries for further use in collaboration with CFM.

Moreover, CFM would like to further exploit the resources by integrating a tab in its official website where the resources will be published. In this tab the resources will be distributed for free but in exchange the users will have to submit their personalised versions of the resources. Through the tab, CFM could measure the number of users downloading the resources along with their demographics. This information could be used to develop a strategy to increase the number of users and the engagement of a larger audience with the assistance of WP5 and WP6 leaders. Increased visitor numbers could attract potential advertisers from the food industry.

Content


Uniroma1’s OER content from Europeana will be integrated with new pedagogic content and content provided by a commercial partner, Museo Del Cioccolato (www.museodelcioccolato.com). Pedagogical content is created by Uniroma1 and a professional educator at Museo del Cioccolato. Photos of digital cultural objects at Museo del Cioccolato were taken by Uniroma1. Around 50 photos were taken, with part already being integrated with Uniroma1’s pedagogical content. This content is licensed CCBY 4.0; Digital cultural objects from Europeana are described in section

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http://www.museodelcioccolato.com/


e). In the intermediate version (July 2015) around 30 digital cultural objects will be used.

In the resources created by CFM, we used mainly cultural heritage content from Europeana and from CFM’s database, integrated with new pedagogic content. Some content (images) from wikimedia commons was also used. We incorporated audiovisual content by including a YouTube video in the third resource, under the license of the creator. In the final version around 60 digital objects will be used from Europeana and they will be identified with the Europeana Attribution Tool created by UNIROMA 1.


In the intermediate version of OERs from Uniroma1 the following Europeana content is used:

1. Theobroma cacao Data Provider: Botanic Garden and Botanical Museum BerlinDahlem Provider: OpenUp! Rights: http://creativecommons.org/licenses/bysa/3.0/

2. Groen geverfd houten model van de vrucht van een cacaoplant (Theobroma cacao L.) uit Suriname. Data Provider: Museon Provider: Digitale Collectie Rights: http://creativecommons.org/licenses/by/3.0/

3. Theobroma Cacao ; cacaoboom Data Provider: Stichting Academisch Erfgoed Provider: Digitale Collectie Rights: http://creativecommons.org/publicdomain/zero/1.0/

4. Servies van "DROSTE" voor het serveren van warme cacao Date: 1930 – 1939 Data Provider: Museum Rotterdam Provider: Digitale Collectie Rights: http://creativecommons.org/licenses/by/3.0/

5. Groen geverfd houten model van de vrucht van een cacaoplant (Theobroma cacao L.) uit Suriname. Data Provider: Museon Provider: Digitale Collectie Rights: http://creativecommons.org/licenses/by/3.0/

6. Chocolate cup with the arms of Antonio Farnese, Duke of Parma Data Provider: Rijksmuseum

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http://europeana.eu/portal/record/11629/_HERBAR_BGBM_GERMANY_B__W_14344__02_0.html

http://europeana.eu/portal/search.html?qf=DATA_PROVIDER%3a%22Botanic%20Garden%20and%20Botanical%20Museum%20Berlin-Dahlem%22&rows=24

http://europeana.eu/portal/search.html?qf=PROVIDER%3a%22OpenUp%21%22&rows=24

http://creativecommons.org/licenses/by-sa/3.0/

http://europeana.eu/portal/record/2021657/219852.html


http://europeana.eu/portal/search.html?qf=DATA_PROVIDER%3a%22Museon%22&rows=24

http://europeana.eu/portal/search.html?qf=PROVIDER%3a%22Digitale%20Collectie%22&rows=24

http://creativecommons.org/licenses/by/3.0/

http://europeana.eu/portal/record/2021664/search_identifier_uba_items_f500f9e1e93d6834458e8fb889f4515d.html

http://europeana.eu/portal/search.html?qf=DATA_PROVIDER%3a%22Stichting%20Academisch%20Erfgoed%22&rows=24


http://creativecommons.org/publicdomain/zero/1.0/

http://europeana.eu/portal/record/2021609/objecten_81050_A_G.html

http://europeana.eu/portal/search.html?qf=DATA_PROVIDER%3a%22Museum%20Rotterdam%22&rows=24





http://europeana.eu/portal/search.html?qf=DATA_PROVIDER%3a%22Museon%22&rows=24



http://europeana.eu/portal/record/90402/BK_17431_A.html

http://europeana.eu/portal/search.html?qf=DATA_PROVIDER%3a%22Rijksmuseum%22&rows=24


Provider: Rijksmuseum Rights: http://creativecommons.org/publicdomain/mark/1.0/

7. Chocolate pot Data Provider: Rijksmuseum Provider: Rijksmuseum Rights: http://creativecommons.org/publicdomain/mark/1.0/

8. Chocolate pot with a molinet Data Provider: Rijksmuseum Provider: Rijksmuseum Rights: http://creativecommons.org/publicdomain/mark/1.0/

9. Chocolate pot with a molinet Data Provider: Rijksmuseum Provider: Rijksmuseum Rights: http://creativecommons.org/publicdomain/mark/1.0/

10.Chocolate pot Data Provider: Rijksmuseum Provider: Rijksmuseum Rights: http://creativecommons.org/publicdomain/mark/1.0/

11.Chocolate cup and saucer Data Provider: Rijksmuseum Provider: Rijksmuseum Rights: http://creativecommons.org/publicdomain/mark/1.0/

12.Chocolate cup and saucer Data Provider: Rijksmuseum Provider: Rijksmuseum Rights: http://creativecommons.org/publicdomain/mark/1.0/

13.Lidded chocolate cup and saucer Data Provider: Rijksmuseum Provider: Rijksmuseum Rights: http://creativecommons.org/publicdomain/mark/1.0/

14.The production of chocolates Date: 19460119 Data Provider: Open Beelden Provider: Digitale Collectie Rights: http://creativecommons.org/licenses/bysa/3.0/nl/

Only Europeana content in the Public domain, content with CC0 and CCBY domain will be used, as Open Educational Resources should allow free reuse and modifications by teachers.

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http://europeana.eu/portal/search.html?qf=PROVIDER%3a%22Rijksmuseum%22&rows=24

http://creativecommons.org/publicdomain/mark/1.0/





http://europeana.eu/portal/record/90402/BK_1976_17_B.html




http://europeana.eu/portal/record/90402/BK_1976_17_A.html




http://europeana.eu/portal/record/90402/BK_17436.html








http://europeana.eu/portal/record/90402/BK_17425_B.html




http://europeana.eu/portal/record/90402/BK_NM_11103.html




http://europeana.eu/portal/record/2021601/media_14285.html

http://europeana.eu/portal/search.html?qf=DATA_PROVIDER%3a%22Open%20Beelden%22&rows=24


http://creativecommons.org/licenses/by-sa/3.0/nl/


In addition to this, Uniroma1 developed the Europeana Attribution Tool. This tool supports visibility of Europeana and Europeana Food and Drink brands, helping Europeana users correctly credit Europeana quickly and without effort.

With the Europeana Attribution Tool, creating detailed references for Europeana resources is very easy. Users just have to copy the Url of a resource into Europeana and the tool retrieves related metadata using the Europeana Api to automatically generate a text/xhtml code that can be pasted in documents to credit Europeana. This text includes links to Europeana pages of original resources, to the Europeana homepage and to the Europeana Food and Drink website.

Screen of the online attribution tool that will be made available

The links to the content used from Europeana and CFM’s database can be found in the appendices of the three resources. As mentioned above, there are around 60

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digital objects. The content used from CFM’s database will not all be uploaded to Europeana.

Value for Europeana


OERs demonstrate how cultural heritage objects in Europeana can be easily reused by teachers to create lesson plans, presentations and work sheets for their students, exploiting the Europeana and Europeana Food and Drink brand. In addition to this, the Europeana Attribution Tool can be used for other applications in Europeana Food and Drink project and for any commercial and noncommercial application reusing Europeana contents.

The Europeana and Europeana Food and Drink brand will be promoted to the educators and the wider education sector through these resources. Moreover, Europeana will be promoted to our commercial partners, food organisations that have a special interest in providing their space for educational reasons and even potentially creating their own educational programmes.

Commercial value


High quality and easily reusable OERs can support small businesses in the Food and Drink industry by creating educational activities to exploit their brand using Europeana and other digital cultural heritage objects. In this scenario, OERs are not directly sold to teachers and educators, but help businesses and organisations in reaching new clients for their commercial and noncommercial activities.

Collaboration with the Ministry of Education and Culture to ensure good distribution in public education and a high level audience engagement.

Collaboration with food industries which will lead to visits to their establishments as part of the resources. There could also be potential collaboration with CFM for the development of educational programs.

Distribution of the resources’ templates with guidelines. This could lead to potential collaboration of CFM with other food organisations to create resources based on contents of Europeana.

Potential to create a tab in CFM’s website for resources to be downloaded. Interaction with users resubmitting their own versions of the content and to

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accurately measuring visitor numbers and demographics. A commercial opportunity could also come out of this in the form of advertising.


We are in the middle of the Specification and Content generation phase as these run in parallel. There will be no design or build phase for this product.

Replicability model

There are two strands for this product: the educational resources for teachers (including pedagogical content) and the resources for creating and exploiting reusable fundamental objects (digital cultural heritage objects, usually images or videos), supported by the Europeana Attribution Tool.

We agreed upon a common structure for the eLearning Resources, while content and focus is developed by the content provider. At the moment, we have three main contributors (CFM, Uniroma1 and LGMA) but once the guidelines are finalised this could expand to the full consortium.

The methodology of working in collaboration with teachers and ministries to obtain certification and endorsement will be documented and shared.

LGMA use case

‘Libraries Development, LGMA’ expressed interest in participating in this cluster and has agreed to create three additional lessons for the Europeana Food and Drink eLearning. Lesson plans will be created in English for each lesson along with the supporting resources for primary school 3rd and 4th class groups. The lessons will include narrative text, images, interactive activities, educational games, animations, audios and video clips. Original photographs and drawings will be featured from throughout the country. The lessons will include a strong interactive element which will encourage children to learn through exploration and inquiry and will particularly support the development of critical thinking skills. The content will be developed to support the new curricula in history; geography; and social, personal and health education. The plans and content for these lessons will be created in collaboration with primary teachers and educational advisors and will be based on the specifications and templates created by the cluster. It is planned that all three lessons will be submitted by the 30th of September 2015.

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3.2 Classic products

3.2.1 Picture library

The partners

Topfoto, one of Britain’s largest commercial image libraries, is the creative partner and lead. It will also contribute related content.

All content providers can contribute content. Poscriptum is responsible for the WP2 Content and will help with the process.

Product idea

The Europeana Food & Drink Picture Library is intended to evaluate demand for commercial reuse of food & drink images by Creative Industry companies (eg. advertisers, publishers, media outlets).

The Picture Library platform needs to support the following:

Hosting of highquality images and associated metadata. Online interactive search database that can index the image information and

metadata to perform sophisticated search queries and respond at speed with pregenerated thumbnails and previews.

English language keywording for discovery. An Image Supplier and Licensor Agreement between the contributing content

partners and the Picture Library (including a revenue share of receipts) Online administrative tools to allow the registration of clients and give them

access to direct download permissions (if applicable) and to monitor online activity in order for Picture Library staff to follow up all potential usages.

Promotional channels to reach industry customers. A licensing system to produce bespoke rights managed image licenses to

customers which record the fees per image to enable correct remuneration to suppliers when sales reports are generated.

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http://www.topfoto.co.uk/ imageflows search engine



The Europeana Food and Drink (EUFD) picture library is being developed within TopFoto.co.uk to allow partners of the EUFD project to contribute their images to an established picture library system for commercial licensing with 50% of sales receipts remunerated to the providers.

Creating a picture library system from scratch would be time consuming and costly. It was therefore decided to utilise TopFoto’s current system for the EUFD picture library. There will be 2 routes of entry for the EUFD collection. One will be a dedicated URL which will give a unique platform for the EUFD Picture Library and allow it to have self identity whilst including a direct search link into the EUFD collection on TopFoto. The other route is by incorporating EUFD into all of TopFoto’s represented collections EUFD will have the commercial advantage of an existing user

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http://www.topfoto.co.uk/


base of professional picture licensors who have instant access to the EUFD commercial image content.

Diagram illustrating the process



The Picture Library will be based on a commercial model. TopFoto pays an ongoing cost for the maintenance and development of topfoto.co.uk. TopFoto also undertakes day to day management of the picture library, for example client requests, licensing agreements and sales, plus the marketing efforts required to attract clients to the collection.

The initial commercial risk of adding and running the EUFD collection to TopFoto will be reduced by the project funding which will allow a 50/50 revenue share from the receipts of every license (reuse) via a direct agreement between the content supplier and TopFoto.

This will continue for the life of the project with the aim that the interest for the collection will be significant enough for the licensing revenues to cover costs and allow the EUFD picture library to continue as a viable commercial specialist collection.

Exploitation


TopFoto is deeply committed to the creation and success of the EUFD picture library. It has a financial commitment directly invested from the outset and a firm belief, based on market research, that there is a gap in the market for the EUFD collection as a unique specialist collection. From feedback at the CEPIC annual congress in Warsaw in June 2015, which is the largest global picture agency networking event,

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the EUFD picture library received an overwhelmingly positive response which indicates a massive potential for the collection to be successful on a global scale. A number of TopFoto partners are already committed to representing the collection have started marketing the EUFD material directly to their clients.

Content


The EUFD collection is aimed at ALL potential image usages. We have asked for high resolution images that do not require, or have already been cleared for, any secondary rights (e.g. artist / model releases). All images will be licensed under Rights Managed terms.

TopFoto has supplied an initial feed of 2000 images from it’s own collection and from supplied feedback the EUFD collection will total at least 10000 images from the content partners of EUFD (the majority of partners are able to supply images for the desired use). The EUFD collection has already found a significant amount of interest from external partners who are committed to submitted relevant images to further boost the picture library holdings.


Some content partners have supplied relevant image metadata to Europeana but it is expected the majority of images will be a selection from the newly supplied images to the Europeana database for Europeana Food & Drink. The picture library does not directly interact with Europeana because it requires instant access to all of the high resolution images, therefore all of the high resolution images are stored on TopFoto’s cloud servers, as well as a local backup.

Value for Europeana


The value for Europeana is a presence in the commercial picture industry sphere. Currently Europeana (and the suppliers contributing to it) only has limited scope and experience in picture licensing. By producing a sustainable picture library there will be

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greater confidence that a similar enterprise could be achieved using an alternate theme with a presence in the cultural heritage sphere.

Commercial value


The picture library industry is diverse and ranges from sole photographers to large corporate companies listed on the stock exchange. If the cultural heritage community maintains the value of their collections by licensing their high resolution assets then the potential commercial value of the EUFD picture library is high. For the licensors of EUFD content the products will be enhanced by previously unavailable images which will be cleared for reproduction at a print quality resolution.

From the initial feed of images to the EUFDPL TopFoto licensed 6 images to a new customer for a 4000 print run book about school meals which is going to be distributed at the LACA (Lead Association of Catering in Education) Main Event http://www.laca.co.uk/events/lacamainevent0


This project is currently in the specification phase.

The EUFD picture library is aggregating content from the Europeana Food and Drink content partners that are able to contribute images. It is also engaging potential external partners with relevant content.

EUFD PL is also creating a dedicated website for the picture library which will highlight the contributing partners and selected highlights in readiness for launch in August 2015.

3.2.2 Semantic demonstrator

The partners

Ontotext is a widely recognised semantic technology provider and is the creative partner and lead.

All content providers will contribute content. Postscriptum is responsible for the WP2 Content Base and will help with the process.

Product idea

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http://www.laca.co.uk/events/laca-main-event-0


The classification of content provided by the EFD project partners (5080k) will follow a semiautomatic enrichment of content assets and their associated metadata. This will also enable the discovery and classification of a bigger number of FDrelated objects that already exist in Europeana.

It will form the basis for a future Food and Drink Channel on Europeana, a goal perceived positively by the EC. It will also provide the core semantic information underpinning the Semantic Demonstrator application enabling semantic search and faceting.

Semantic technology provider Ontotext will develop a tool for this semiautomatic enrichment. The tool will facilitate the understanding of the huge number of FDrelated concepts (articles) and categories and enable crowdsourcing actions (e.g. confirm / blacklist of category tree branches). We will also attempt to engage content providers in helping with the semantic enrichment of their collections..

After the classification process has been completed, a semantic demonstrator will be developed that will enable discovery of content in various ways. This will demonstrate the broader power of semantics.

Butter pot, example content from the providers

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The Semantic Demonstrator (semapp) sets out to alleviate one of the major challenges facing Europeana today: the discovery and classification of cultural heritage objects (CHO) in a particular domain. Europeana has amassed a huge quantity of content, but finding interesting, relevant and appropriate content on a particular topic is very difficult, because the objects lack rich linked metadata and consistent classifications. Although EDM is a semantic data model based on RDF, most Europeana CHO metadata contains “strings not things” (see this blog about the Google Knowledge Graph explaining the concept). The initiative to build Europeana 2

Portals on specific topics (eg Music, Arts, FD) is a step in that direction.

The semapp uses semantic enrichment techniques that:

Both leverage and elaborate the EFD Classification to tag CHOs with appropriate FD terms and categories, taken from Wikipedia and other major open datasets.

Tag CHOs with places to enable geospatial discovery. In addition, particular cuisines are mapped to appropriate regions.

The value proposition of the Classification and semapp is that they will provide technology to accomplish semantic discovery and classification, which will be generalizable from FD to other domains such as History or Arts. Semantic classification of Europeana content is a very difficult task due to the inconsistencies of metadata quality and format coming from different institutions, lack of consistent language tagging and not using consistent open datasets of contextual entities (e.g. VIAF for people, GeoNames for places, DBpedia or Wikidata for all kinds of entities). Two Europeana task forces were set up for this problem, and ONTO is a key participant in both:

Task Force on a Multilingual and Semantic Enrichment Strategy (finished 3

April 2014) Evaluation and Enrichments Task Force (ongoing) 4

2 http://googleblog.blogspot.co.at/2012/05/introducingknowledgegraphthingsnot.html 3 http://pro.europeana.eu/getinvolved/europeanatech/europeanatechtaskforces/multilingualandsemanticenrichmentstrategy 4 http://pro.europeana.eu/getinvolved/europeanatech/europeanatechtaskforces/evaluationandenrichments

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http://googleblog.blogspot.co.at/2012/05/introducing-knowledge-graph-things-not.html

http://pro.europeana.eu/get-involved/europeana-tech/europeanatech-task-forces/multilingual-and-semantic-enrichment-strategy

http://pro.europeana.eu/get-involved/europeana-tech/europeanatech-task-forces/multilingual-and-semantic-enrichment-strategy

http://pro.europeana.eu/get-involved/europeana-tech/europeanatech-task-forces/evaluation-and-enrichments

http://pro.europeana.eu/get-involved/europeana-tech/europeanatech-task-forces/evaluation-and-enrichments


D3.20a Semantic Demonstrator M18 Progress Report (30 June 2015) provides more information on these topics, including references to specific sections of:

D2.2 EFD Classification, D3.19 Semapp Specification, presentations on using Wikidata for enrichment, a scientific paper accepted at the International Keystone Conference



EFD Revenue Share Models describes possible revenue models for the various applications.

The two most appropriate business models for the Semantic Demonstrator are:

Free model: the ROI of the semantic demonstrator lies in better (semantic) ability to discover and classify Europeana objects, rather than being monetary.

Subsidized model: the techniques and software developed for the EFD semantic demonstrator can be applied for new projects and channels (eg Europeana Art), where additional or specific classifications and features will be subsidized by that project.

Exploitation


ONTO is committed to continuing the development of the semapp after its delivery in Oct 2015, in order to address more languages than English, and develop more use cases (e.g. semantic faceted search). Furthermore, ONTO is committed to reuse the approach, datasets and developed software in future efforts:

Discovery and enrichment of more FD objects that are already in Europeana, in order to facilitate the creation of a Food and Drink channel

Application to other domains, such as Arts and History. See details in D3.20a sec. 3.4

Semantic enrichment is one of the strategic goals of Europeana for the next few years. ONTO sees that as a significant opportunity to apply similar approaches to many new domains, and in general to increase the awareness and appreciation of the GLAM sector for semantic technologies, interlinking, enrichment and metadata quality.

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Content


The semapp is leading the way in EFD regarding the amount of metadata and content objects to be used: we cannot make a semapp and cannot elaborate the classification based on a limited number of objects. The delays of EFD in collecting the content had significant negative impact on our schedule. Therefore we have taken great efforts to:

Obtain metadata samples from each partner Check representation, language and image availability Convert 3 collections to EDM (BGONTO, UKHorniman and

UKWolverhampton)

See details in D3.20a sec.2.1. Regarding specific numbers:

We will use all the 5070k objects to be contributed by EFD (English collections by Oct 2015, continuing with some other languages afterwards)

We hope to discover 100200k FD objects already existing in Europeana We have delivered 9.4k BG recipes, instead of the 1k stated in the DOW


See previous section

Value for Europeana


We believe the EFD semapp and the techniques used to build a domainspecific classification and gazetteer have great potential impact for Europeana. They can provide the technological foundation for building Europeana Channels, and allow users to find content on specific topics in a more meaningful way.

We have already received a lot of interest for two domains: Art and History.

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Commercial value


ONTO sees a lot of potential in using the semapp approaches for other kinds of Europeana content and other application domains. We will offer our semantic enrichments through a web service (similar to the way we work for commercial clients). It is too early to tell whether there will be interest by others to use our approaches and software for developing domainspecific enrichment themselves.


The creation of the enrichment tool, content gathering and enrichment, and development of the semapp is ongoing. An intermediate progress report (D3.20a) has been delivered, which also includes project planning considerations: immediate next steps, scope for 31 Oct 2015, and extended scope until the end of the project

3.2.3 Technical demonstrator

The partners

EEA is a CzechSlovak integrator agency which creates custommade development, integration and support of information solutions. It is the creative partner and lead.

All content providers can contribute content. Poscriptum is responsible for the WP2 Content Base and will help with the process.

Product idea

Once the other products are live and content is being uploaded in large quantities to the content base, we will have a better idea as to where there is a technical gap in our project; as envisaged at the start of the project, the technical demonstrator will be a product designed to bridge this perceived gap.

Current phase

This project is currently between the definition phase and specification phase and is expected to launch in April 2016.

4 Conclusion All cluster products are in the final stages and with the exceptions of the eLearning Resources are expected to launch at the end of August 2015. Implementation for the

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https://drive.google.com/file/d/0B_rV-RWZXyirMXBWSEp5Rnc3NWc/view?usp=sharing


Picture Library and Semantic Demonstrator has also started while the Technical Demonstrator will follow later.

Table of deliverables

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Appendix 01

Book and eBook Project Initiation Document

Project Initiation Documentation

for the Book & eBook WP3: Developing Commercial Applications

October 2014

Purpose The purpose of this Project Initiation Documentation is to record the process and discussions involved in arriving at the answers and the findings and final results for the Product Definition stage of the project.

Introduction This document sets out the current understanding between the Book and eBook Cluster and Keepthinking outlining the scope, timing and management of the Book and eBook. This is a living document and sections for the subsequent stages following the Project Definition stage, will be added as needed as the project progresses. The 8 stages of the project include:

1. Product definition 2. Project initiation 3. Product specification 4. Content generation 5. Design 6. Build 7. Marketing and launch 8. Evaluation

1. Project definition

The Project Definition section sets out the issues and outcomes expected to be identified, discussed and recorded during this stage.

1.1 Background

Provide a brief description on the organisations involved and how the work they do relates to the Europeana Food and Drink project.

Organisation Name Description Relevance to / for Europeana

Shift Product design for social change company Product cluster member

Fratelli Alinari Picture library Product cluster member

Topfoto Picture library Product cluster member

European Federation of Publishers

Umbrella org of European book publishers associations

Product cluster member

National Brewery Heritage Trust

Protects National Brewery Centre’s heritage assets Associate project member, client

1.2 Client

List the client and how you arrived at defining the client. This should be refined as the client is being discussed.

Client Why Findings from engagement

National Brewery Heritage Trust (NBHT)

Own Charrington collection (seed collection for generating additional book material)

NBHT can help market book and sell it in the bookshop of the National Brewery Centre

1.3 Client Objectives

List the client objectives and how you arrived at defining their objectives. This should be refined as the client objectives are being discussed.

Client Identified objectives Findings from engagement

NBHT Open up Charrington collection digitally

Charrington collection is being digitised by Save Photo, a private digitisation company

Generate additional engagement with Charrington collection

Publishing collection in book / ebook and on Historypin.org aids this

Generate revenue from Charrington collection

Agreement with Save Photo about the sale of prints and other materials from collection to pubs and other markets. Also royalties from book / ebook if possible

Generate more engagement for beer, pubs and brewing industry in general

Publishing book, engaging landlords, locals and visitors of pubs and calling for contributions on Historypin.org

Learn how to generate commercial benefit from collections

Learning about this from Europeana consortium and commercial organisations

1.4 Audience

List the audience and how you arrived at defining the audience. This should be refined as the audience is being discussed including findings from the engagement with the identified audience.

Audience Why Findings from engagement

pub regulars will find book about their local interesting, especially if they can contribute to it

The regulars might find it interesting, especially the older ones

beer and pub enthusiasts

will be on the lookout for reasons to visit different pubs

They know a lot of history of the pubs, and are especially interested if there is real ale involved

pubs themselves Landlords will be interested in the history of their building and might want to sell on the book

If the book is below 10 pounds and nicely made, pub landlords can sell it from behind their bar. Pubs are happy to host events

1.5 Audience needs

List the audience needs and how you arrived at defining their needs. This should be refined as the audience needs are being discussed including findings from the engagement with the identified audience.

Audience Identified needs Findings from engagement

pub regulars something different to do in the pub

They like life drawing classes and live music in their pubs

beer and pub enthusiasts

reasons to visit pubs more often and to share their knowledge

Enthusiasts love to share knowledge with others outside their circle

pubs themselves they want to get more people into the pub

They’d like to know more about their own history, they want to provide their regulars with interesting events

1.6 Commercial partners

List any potential commercial partner below and briefly outline why the person / organisation was identified.

Identified partners Reason for potential involvement

Stonegate Pub Company

Manages at least 17 exCharrington pubs and can push landlords to be involved

Mitchells and Butlers Pub Company

Manages a large number of exCharrington pubs and can push landlords to be involved

pubs Proxy for audience and sales channel, can sell more drinks

Save Photo digitisation company holding the licenses for the Charrington collection

1.7 Commercial partners engagement

List potential commercial partners that have been engaged / involved and relevant outcomes.

Partners Involvement or engagement Outcomes

Stonegate Pub Company

Will push landlords to be involved

Will need to have a strong commercial reason to be involved

Mitchells and Butlers Pub Company

Will push landlords to be involved

Will need to have a strong commercial reason to be involved

pubs

Will host events and sell the book in their pubs

They are willing to host events, can sell book if under £10, are partners instead of audiences but landlords are keen to be involved in the history sharing events

Save Photo Will digitise materials Will provide the high res Charrington content for free for the book

1.8 Product idea

List the product ideas and how you arrived at defining the product idea as well as commercial partners to engaged or to be involved. This should be refined as the product idea is being discussed.

Product idea We propose a book and ebook that will celebrate these pubs through stories, memories, anecdotes, photos, maps and ephemera shared by their communities. Beautiful “then” archival photos and specially commissioned “now” photos will showcase the architectural history and provide the backdrop for a social history told through the people who have connected with the pub through the decades. These materials will be gathered through local collaborations and storytelling sessions in pubs to find, share and collate a rich web of archival and personal material. Everything collected will be shared online using the community archiving tool historypin.org where it can be discovered and further enriched by more people. The pubs these storytelling event will be held in will also serve as distribution and sales channels. Additional sale options might be Amazon and eBay (in order to reach a much broader number of potential buyers).

1.9 Market research

List all market research activities and relevant findings from it.

Research Findings Implication for product idea

Visited pubs to gauge interest from landlords

Landlords are very interested in the history of their pubs and some of them have their own collection

Pubs to host events, more engaged pubs are hosting events first

Visited pubs to gauge interest from regulars Regulars have expressed interest

Will do events with around 6 or 7 people sharing stories at the same time as pubs are noisy environments

Presentation of book to a group of exCharrington employees

Have a lot of stories to tell and know some of the pubs intimately

Inviting exemployees to come along to the events to seed conversations and be ambassadors

Amazon.com competitive analysis See below

Our pub book can fill a gap in the market as it showcases stories of landlords and visitors, but can also function as a guidebook

1.10 Competitive analysis

List all competitive analysis activities and relevant findings from it.

Analysis Findings Implication for product idea

Different types of books about pubs on amazon.com

There are three types of books about pubs:

1. guidebooks and guided walks. Often involve real ale, architecture or both. Maps are appreciated. If a pub isn’t mentioned readers can get upset about this. Pictures from inside the pub are welcomed.

2. historic books: history of pub(s) and role in the history of the neighbourhood. Sometimes more broadly about the history of beer. Often lamenting that ‘pubs aren’t what they used to be’.

3. Life as a pub landlord: one single pub, one single landlord. Especially successful if story is funny/moving and readers can visit the pub.

Our book can also function as a guidebook, if we include a map and a walking route. We can also use the nostalgia that the historic books encourage, especially with our then/now photography

1.11 Licensing model

List all relevant / discussed licensing model activities and they apply to the product and partners.

Model Application to product Application to partners

Creative Commons Any content that comes into Historypin from the pub events is licensed under Creative Commons BY SA

Historypin

Topfoto material Any of their content relevant to the book free of charge

Topfoto

All rights reserved Save Photo offers all their digitised highres images of the Charrington collection

Historypin

free of charge for use in book and ebook through Historypin, under a 'all rights reserved' license. The same goes for any NBHT material. Fratelli Alinari historical material, even after 70 years old, is still regulated by full IPR restricted usage and cannot be used, generally speaking without providing a specific copyright licensing fee. For only few images from the Archive and for new images taken during the project, specifically for the project, licensing conditions free of charge for use in book and ebook through Historypin, under a 'all rights reserved' license plate (with credits always clearly visible).

Fratelli Alinari

Public domain Some of the material on Historypin relating to pubs is in the public domain

Historypin

1.12 Success criteria

List all identified success metrics. This should be refined as the product idea is being progressed.

Name Metrics Notes on evaluation / measurement

Book sales Numbers of books sold Need to keep in touch with publisher about this

Visits to Historypin pub project area Google Analytics from

Historypin

Historypin can get in touch with users that engage with the pub area through their application

Visits to pubs as a result of the historic sharing events

Data from landlords Interviews / surveys with landlords during and after the project

Social networks

User’s feedback

Keep in touch with online users, monitoring mainly Twitter and Facebook for comments, dissemination and awareness activities

Community involvement

Number of pubs that sell/display/promote the book

Interviews / surveys with landlords

1.13 Repeatability model

List all identified models. This should be refined as the product idea is being progressed.

Name Details Application to the product

Publication of new edition of the book/ebook (using more pub photographs)

Robert Humphreys has indicated that he knows of more collections of pub photographs that might be used to repeat this model with, which includes some longstanding breweries that might be interested

We can upload new collections to Historypin and get them enriched, as well as organising new collection events in pubs

Creation of a series of books/ebooks

Creation of a series of books/ebooks covering different subjects (ie. traditional food, unique restaurants, exotic cuisine, etc)

Same as above. The model will be explored in several directions: expanding on similar topics (with the same publisher, if applicable, and with others), on other topics related to food and drink and also checking the possibility to export the idea to other EU countries, based on the materials available and the specificities of national food and drink traditions.

Appendix 02

Web App Project Plan

07/11/201403/11/20141w1.1) Identify the client

14/11/201410/11/20141w1.2) Define client objectives

21/11/201417/11/20141w1.3) Audience definition and needs

28/11/201424/11/20141w1.4) Develop a product idea

12/12/201401/12/20142w1.5) Identify commercial partners(s)

12/12/201401/12/20142w1.6) Engage with commercial partner(s)

19/12/201415/12/20141w1.7) Discuss the idea

19/12/201415/12/20141w1.8) Refine the idea

09/01/201505/01/20151w1.9) Market research

09/01/201505/01/20151w1.10) Competitive analysis

16/01/201512/01/20151w1.11) Refinements following market and competitive research

16/01/201512/01/20151w1.12) Define licensing model

16/01/201512/01/20151w1.13) Define success metrics

16/01/201512/01/20151w1.14) Define repeatability model

16/01/201516/01/20151.15) MS - Product definition complete

16/01/201503/11/201416w1) Definition

30/01/201519/01/20152w2.1) Identify project team

30/01/201519/01/20152w2.2) Define challenges

30/01/201526/01/20151w2.3) Create detailed project plan

30/01/201530/01/20152.4) MS - Sign off project project plan

30/01/201519/01/20155w2) Project initiation

06/02/201502/02/20151w3.1) High level technical specifications

06/02/201502/02/20151w3.2) Functional specifications

03/02/201502/02/20152d3.3) Information architecture

13/02/201504/02/20151w 3d3.4) Storyboards/wireframes

20/02/201516/02/20151w3.5) Discussions and refinements

20/02/201520/02/20153.6) MS - Sign off specifications

20/02/201502/02/20155w3) Specifications

17/04/201523/02/20158w4.1) Commission/produce new and existing content

24/04/201520/04/20151w4.2) Editorial review

01/05/201527/04/20151w4.3) Client review

01/05/201501/05/20154.4) MS - Content ready

01/05/201523/02/201510w4) Content

13/04/201531/03/20152w5.1) Art Direction

20/04/201514/04/20151w5.2) Review and sign off

04/05/201521/04/20152w5.3) Design

11/05/201505/05/20151w5.4) Review and sign off

11/05/201511/05/20155.5) MS - Design ready

11/05/201531/03/20156w5) Design

18/05/201512/05/20151w6.1) Detailed technical and functional specification

22/07/201519/05/20159w 2d6.2) Development

29/07/201523/07/20151w6.3) Testing

05/08/201523/07/20152w6.4) Content population

05/08/201505/08/20156.5) MS - Beta1 ready for client testing

12/08/201506/08/20151w6.6) Client review

19/08/201513/08/20151w6.7) Amends

19/08/201519/08/20156.8) MS - Beta2 ready for user testing

26/08/201520/08/20151w6.9) User acceptance testing

31/08/201527/08/20153d6.10) Evaluation and amends

31/08/201531/08/20156.11) MS - Product ready to launch

31/08/201531/08/20156.12) Deliver 3.6 - Mobile App

31/08/201512/05/201517w6) Build

07/09/201501/09/20151w7.1) Publish

13/07/201512/05/20159w7.2) Prepare marketing plan

14/09/201514/07/20159w7.3) Implement marketing plan

19/10/201515/09/20155w7.4) Measure results and review

19/10/201512/05/201524w7) Marketing and launch

30/03/201601/09/201530w 2d8.1) Product commercial evaluation

30/03/201601/09/201530w 2d8) Evaluation

Identify the client 07/11/2014

Define client objectives 14/11/2014

Audience definition and needs 21/11/2014

Develop a product idea 28/11/2014

Identify commercial partners(s) 12/12/2014

Engage with commercial partner(s) 12/12/2014

Discuss the idea 19/12/2014

Refine the idea 19/12/2014

Market research 09/01/2015

Competitive analysis 09/01/2015

Refinements following market and competitive research 16/01/2015

Define licensing model 16/01/2015

Define success metrics 16/01/2015

Define repeatability model 16/01/2015

MS - Product definition complete 16/01/2015

Identify project team 30/01/2015

Define challenges 30/01/2015

Create detailed project plan 30/01/2015

MS - Sign off project project plan 30/01/2015

High level technical specifications 06/02/2015

Functional specifications 06/02/2015

Information architecture 03/02/2015

Storyboards/wireframes 13/02/2015

Discussions and refinements 20/02/2015

MS - Sign off specifications 20/02/2015

Commission/produce new and existing content 17/04/2015

Editorial review 24/04/2015

Client review 01/05/2015

MS - Content ready 01/05/2015

Art Direction 13/04/2015

Review and sign off 20/04/2015

Design 04/05/2015

Review and sign off 11/05/2015

MS - Design ready 11/05/2015

Detailed technical and functional specification 18/05/2015

Development 22/07/2015

Testing 29/07/2015

Content population 05/08/2015

MS - Beta1 ready for client testing 05/08/2015

Client review 12/08/2015

Amends 19/08/2015

MS - Beta2 ready for user testing 19/08/2015

User acceptance testing 26/08/2015

Evaluation and amends 31/08/2015

MS - Product ready to launch 31/08/2015

Deliver 3.6 - Mobile App 31/08/2015

Publish 07/09/2015

Prepare marketing plan 13/07/2015

Implement marketing plan 14/09/2015

Measure results and review 19/10/2015

Product commercial evaluation 30/03/2016

Title Effort Start EndSep 2014 Oct 2014 Nov 2014 Dec 2014 Jan 2015 Feb 2015 Mar 2015 Apr 2015 May 2015 Jun 2015 Jul 2015 Aug 2015 Sep 2015 Oct 2015 Nov 2015 Dec 2015 Jan 2016 Feb 2016 Mar 2016 Apr 2016 May 2016

Appendix 03

Social Game Specification Document

Grant Agreement 621023

Europeana Food and Drink

Food and Drink Social Game: Specification Documentation

Deliverable number

D3.4

Dissemination level PU Delivery date M15 2015 Status Draft Author(s) Annalise Duca (AL)

D3.4 Food and Drink Social Game: Specification Document

This project is funded by the European Commission under the ICT Policy Support Programme part of the

Competitiveness and Innovation Framework Programme.

2


Revision History

Revision

Date Author Organisation Description

v1.1 201503 Annalise Duca; Angele Giuliano

AL Starting of document

v1.2 20156 Annalise Duca; Angele Giuliano

AL Update to the Metrics section

v1.3 201510 Annalise Duca AL Update to the Metrics as partner suggestions

v1.4 201513 Annalise Duca AL Finalisation of Document

v1.5 20150508

Annalise Duca AL Update of Document

Statement of originality: This deliverable contains original unpublished work except where clearly indicated otherwise. Acknowledgement of previously published material and of the work of others has been made through appropriate citation, quotation or both.

3


Contents

1 INTRODUCTION

1.2 Approach

1.3 Scope and Aims

1.4 Idea Definition

1.5 Clients and Target Audience

2 SPECIFICATIONS

2.4 Technical Specifications

2.5 Functional Specifications

2.6 Storyboards / Wireframes

3 PRIVACY AND LEGAL POLICIES

4 SUCCESS METRICS

4.4 Number of downloads/plays

4.5 Number of uploads to the game

4.6 Retention rate for the social game

4.7 Number of challenges

4.8 Number of shares/likes on social media

5 SOCIAL GAME NAME

6 MARKETING ACTIVITIES

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7 REPEATABILITY MODEL

1 Introduction This document includes the specifications for the Europeana Food and Drink Social Game that forms part of Work Package 3.

The social game cluster is made of ICIMSS, AcrossLimits, Collections Trust and Keepthinking.

In this workpackage, AcrossLimits is the technical partner; ICIMSS are responsible for collecting and developing the content.

1.2 Approach

The cluster initiated its discussions by making use of the business model canvas, where a number of things have been identified that helped the cluster to make several decisions and move forward to a more concrete idea.

The social game to be created will be accessible on different devices including mobiles/tablets and personal computers and aims at creating a fun but educational game, that can engage several audiences.

The social game will be a tool to educate the general public on different food and cuisines that are found across the globe, while at the same time, making sure that the cultural heritage is not lost. Further more, we hope that we will be able to engage commercial partners to further benefit from this social game.

1.3 Scope and Aims To work with local client/s to create a social game which reinforces their

existing business proposition through heritage content/activity To promote food culture To expand number of services To increase number of audience To strengthen international relationship

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1.4 Idea Definition

Several ideas have been discussed across the cluster, however the below is a refined idea of the social game that will be developed.

The base of the social game is a quiz – meaning that players will have to answer a number of questions in order to reach the challenges being set by the game.

The social game will have 3 main features: “Free Mode”, “Friend Challenge Mode”, “Upload your Dish Mode”.

1.4.1.1 Social Game Accessibility

The social game created will be made accessible to the general public using different approaches. This will be done to ensure that users can access the game using the most preferred option for them.

Approach 1: The social game will be integrated on a Facebook page (either Europeana Food & Drink or else a dedicated Facebook page) as an application directly on Facebook.

Approach 2: The social game will also be made available on the popular app stores, and these include Google Play and Apple Store. Users will be able to download the social game directly on their phone or on their tablet, with the ability to play it while on the go.

Approach 3: Shall we need to widen the accessibility of the game, this can also be embedded to the project website – www.foodanddrinkeurope.eu.

All the above approaches are essential for the sustainability and promotion of the game itself. Due to the fact that using such different approaches can widen the visibility of the game, enhance the engagement and in result to this, generating more awareness about the project and Europeana itself.

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1.4.1.2 Social Elements

For a game to be successful there are a number of critical elements that one should consider. One of them is being Social . Different social elements have been identified 1

from an initial stage, and the partners ensured that the concept of the game evolved around those elements.

The Food and Drink Social game, will have the following features that contribute to help and make the game a success.

The social game, will be aimed at having multiplayers challenging each other, compete for better scores and gain different badges. These all contribute to making the player feel rewarded as well and thus play the game much longer.

Another social element, would be the sharing feature. The player will have the ability to share different parts of the game, including descriptions and recipes. Again, this will contribute to further engaging of many other individuals.

Crowd sourcing of data is the way forward, and this social game, will help Europeana to engage further material to its always growing database, since players will be able to contribute to the data themselves.

For a longterm success, the social game, can also be adapted for direct rewards to the player, which can include but not limited to discounts in shops/museums/restaurants/hotels.

1.4.1.3 The Content

Focusing on guessing the correct country each time you play the game, the main aim of the quiz is for the player to guess where the particular food or drink is considered as a national cuisine.The question posed is “Where on earth is this from?” together with an image, and 4 different countries to choose from. Some examples include:

Pizza from Italy Pastizzi from Malta.

In some instances, the game will allow for more than 1 correct answer, this will be done to allow for some ambiguity of information. Three different content categories will be used – the user will not directly be aware of, but this is used to keep a balance in the question type and ensure that the player is not bored.

1 http://www.adweek.com/socialtimes/the7elementsofsocialgamesuccess/4604 7


Food and Drink

Photos of meals and drinks (a pizza, a Heineken, an Indian thali) – These questions will also be generated by the player themselves when they are playing in “Upload your own Meal” mode. Alcoholic drinks will not be visible for players under the age of 18.

Tools/Utensils/Machinery

Photos of typical preparation techniques or tools used to prepare food. For instance these can include wine making/grape stomping, a pizza oven, typical cutlery, with the player trying to guess which the originating country is.

Ingredients (Herbs, Spices, Fruits, Vegetables)

Photos of ingredients used to prepare a meal. This can include; rice, olives, chilli peppers and rabbit.

1.4.1.4 Free Mode

Users will be challenged to link a photo being displayed with the country of origin. Playing with this mode, will still allow the player to collect different badges.

While playing, players have the option to ask for different hints, and these include:

Asking for some ingredients that are part of the meal Getting the actual name of the dish e.g: Pastizzi

When a player asks for hints, points will be deducted. This apply for both the free mode and for the friend challenge mode.

1.4.1.5 Friend Challenge Mode

In the friend challenge mode, players will have to answer some questions from each category (as mentioned above), with a timer for each question. They will be challenging their friends too – since the game can be connected with a social media account such as Facebook. While playing, players will be able to collect different

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badges, and get further background information, and when available, the player will also have easy access to the recipe.

Every player will be challenging someone else that has a very similar level of overall points. Players can challenge themselves, or else other players. When no players are available, one can also play against the computer. The winner of a challenge will get points based on the questions answered correctly. The user will be collecting different badges based on the points gathered.

1.4.1.6 Upload your dish

In this mode, the player will have the ability to upload their own dishes (and drinks), together with marking the origin of the dish and gain badges too.

Players will also be encouraged to write down the name of the dish, and also choose from a list of ingredients those that are part of the dish they are uploading. Both these will be used when players asks for hints while playing.

This content will be checked and approved for inaccuracy or inappropriate data, both by the developers of the game, and also by the players themselves. Players can flag inaccurate content while playing.

1.4.1.7 Badges Collection

There will be 3 sets of badges:

Geographical Badges Upload Badges Challenge and Social Badges

There will be different geographical badges, linked to different regions found across the world. All badges have a number of points associated with them, and will be automatically calculated from the questions being answered by the player.

The upload of badges can be achieved when players are uploading content to the game. Ranging from 1 uploads to 25 uploads, there will be different badges to encourage players to continue contributing their material.

Finally the challenge and social badges are achieved when the player is challenging other players and wins such challenges. Further more, sharing from the game, will gain the player different badges. This will help making the game more popular between players and on social media.

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1.4.1.8 Leader board

A leader board is also to be included, and anticipated to increase the competition element of the game, which is important, if one wants to make sure that people keep playing the game for a longer period of time. It is being suggested that the leader board is refreshed every week (or any other time agreed on), and will allow players to win different prizes. These prizes could vary from discount vouchers at a restaurant or free entrance to a food / drink museum in their country.

1.5 Clients and Target Audience

The main target audiences include, the general public, youths/kids and food savvy individuals.

Each different target might play the game for different reason as underlined hereunder:

To learn about different food cultures at wider audience with the Europeana Portal

To do something fun To increase interest in various cuisines around the world

Studies show that an average game player is 31 years old , however these statistics 2

are focused mostly on computer and video games. In another study, which took place in the UK, France, Germany and Spain based on people aged 6 to 64 , shows that 3

the percentage of people that pay ANY type of game by age group vary in these 4 countries, but on average most players (any format/device) are classified in 3 different groups: 610, 1114 and 1524.

2 Specifications 2.4 Technical Specifications

The development of the social game will be done using stateofart technology to ensure that user experience of the player is enhanced, while also making sure that the social game can be accessed on any mobile device.

2 http://www.isfe.eu/sites/isfe.eu/files/attachments/esa_ef_2014.pdf 3 http://www.isfe.eu/sites/isfe.eu/files/attachments/gametrack_european_digest_q314_0.pdf

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The social game will be developed using a combination of HTML 5, CSS and JavaScript and will work on mobile devices to utilize the core features of iOS, Android etc.

The above technology, will allow to have the social game also available on social media, or embedded to a website.

Data/content retrieving will be done with the use of an internal database, that pushes notifications to the developers to moderate and publish the content generated by the users. Europeana API’s will be considered to be used to pull further content from Europeana portal.

Hosting of the social game, will be done at AcrossLimits servers, unless specified otherwise by the project description of work.

Content to be provided in excel format, with the following fields:

Picture Correct Answer Category Description Recipe Link to Europeana, Wikipedia (and anything else that the partners deem

feasible)

2.5 Functional Specifications

Players are to gain points and different badges from either challenging others or by contributing to data, and uploading photos of different meals and drinks.

Players are required to either create a username/password, or connect to the app using their social media account. All functions are detailed in depth in the storyboards.

2.6 Storyboards / Wireframes

The below wireframes and storyboards outline the features of the social game in more depth.

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12


13


14


15


16


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3 Privacy and Legal Policies The Europeana Food and Drink social game, will make sure to take into consideration all privacy and legal policies related to the game. This include but not limited to, the sharing of personal data outside the project scope.

Further more, content which is related to alcohol beverages, will not be visible to players who are under the age of 18. This data will be gathered from the social network profile, and a disclaimer will be placed for the player to confirm that he is over the age of 18.

4 Success Metrics The below are different metrics that will be used to measure the success of the social game across Europe and if possible even beyond European countries. These metrics are targets that will help to evaluate the success of the game.

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4.4 Number of downloads/plays

The cluster is estimating, that there will be a total of 600 downloads (assuming that online promotion of this game is widely done and not only in a particular country) in 1 year, from different devices, including Android and iOS. The number of people who will be playing this game online will also be calculated as users.

4.5 Number of uploads to the game

This will be the total number of meals/drinks uploaded by players to the social game and is being estimated to have a total of 300 in 1 year. Taking into consideration that one might have some active users, and will upload images, however others might prefer to simply play/challenge and not submit any content.

4.6 Retention rate for the social game

This is the number of times each individual use the social game on a daily basis. Some famous applications like Facebook are on estimate that one either opens it once during the day, or else up to 7 times in one day . 4

For the social game, we are estimating that there are days when the social game will be accessed more often, and this could be during weekends, when the family might be cooking something different or going out to eat in a particular restaurant.

Therefore the estimation is that on average a user will access the social game 3 times a week (maximum).

4.7 Number of challenges

As players can challenge their friends from their social media profile, or with other players across the world, or when there are no opponents available, one will be able to play against a computer, and hence this will be another metrics of success. The total number of challenges created is estimated to be of a total of 50 (per month).

4 http://www.smartinsights.com/mobilemarketing/appmarketing/mobileappstatistics/

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http://www.smartinsights.com/mobile-marketing/app-marketing/mobile-app-statistics/

http://www.smartinsights.com/mobile-marketing/app-marketing/mobile-app-statistics/


4.8 Number of shares/likes on social media

A (#) hashtag can be added automatically to the “sharing” functionality in the social game, so that one will have the ability to measure the number of people that actually share material from the social game to social media. In total one would aim to have 500 shares (per month) with a total of 6,000 shares till end of project. Further more, we aim to have a total of 6,000 likes to the Facebook page where the game is available.

5 Social Game Name Below is a list of names that are considered for the game.

Food Miles Food Find Where the heck is this from? Food Planet Food Fly weEat Food Fiesta Eat Feast Where on earth?

6 Marketing Activities In order to promote the game and ensure that the success metrics as mentioned in section 3, are reached, the following marketing activities can be performed, to market and promote the social game:

Advertising of the game on social media Facebook Adverts. Advertising using Google adwords, that will appear on website, when people

search for recipes. Possible participation in food and drink festivals Flyers can be distributed with

a quick QR code to download the game. Weekly or fortnightly prizes that are given to the top player in the leaderboard. Submitting the game on Apple Store / Google Play Promotion on the Europeana Food & Drink website

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Advertising in magazines which are food or drink related. An example is the Cibus magazine which is produced in Malta every few months with the “The Times of Malta” newspaper. Other countries can follow this approach too.

Promotional activities in school, especially in Secondary schools. Press releases that can be sent to national press

7 Repeatability Model Multilangual Social Game

This social game, will be easily available in multiple languages, since the approach taken to develop this game, will allow for easy implementation in several languages, with minimal translations.

Usergenerated content

Further to the content generated by the content providers, further content will be made available by the player themselves. With badges available to encourage uploading of content, the game will be sustainable even after end of project for a couple years that the partners will agree to.

Multiple partners

Each partner, can easily create different questions and have a relevant question to it, as long as the answer is country based. This approach can be easily implemented for several countries across Europe.

8 Project Timeline The project timeline is as follows:

Content

A sample of the content have already been delivered. Further content will be delivered to AcrossLimits by ICIMSS. It is being proposed that each partner contribute to some content related to the food and drink of their country.

AcrossLimits to give the final template for the content by beginning of May 2015 to ICIMSS, with the content being made available to the developers by July 2015 to be able to integrate with the social game.

Build

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Development of the game is scheduled to start in April 2015, with the first beta version to be ready by May/June 2015. Final version of the application will be available in August 2015. Monthly testing versions will be made available to the partners for feedback.

Marketing and Launch

A marketing plan will be prepared in May 2015, with its implementation starting from beginning of August, till late December 2015, when the peak of the social game should be reached.

9 Costs Currently (May 2015) there is a budget of €2500 allocated for the social game marketing. The below values will be revised when planning for marketing.

Facebook Campaign €300

Google Adwords €300

Flyers for distributing in events €2000

Prizes €200 worth of different gifts + Other free vouchers from companies that want to join (sponsors)

Activities in school (maybe we can do a cooking event?)) Staff costs + Promotional Items €???

Printed Adverts €2,000 approx per advert in Malta for a full page

Submission in Apple Store €99

10 Conclusion This document has gone through the whole process of specifications. And serves as a guide for the next stage of the development and content process – the actual development of the social game.

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Appendix 04

Social Game Sample Content

Sample content

Picture

Type Country of origin

description links Comments

Pizza

meal Italy Pizza is an oven-baked flat bread generally topped with tomato sauce and cheese. It is commonly supplemented with a selection of meats, vegetables and condiments. The term is first record in AD 997, in a Latin manuscript from the southern Italian town of Gaeta,[1] in Lazio, Central Italy. The modern pizza was invented in Naples, Italy, and the dish and its variants have since become popular in many areas of the world.[ (Wikipedia)

http://www.europeana.eu/portal/record/2051911/data_euscreenXL_1843635.html?start=10&query=what%3Apizza&startPage=1&qt=false&rows=24

Pizza in Europeana from the USA – they have it different.

potato pancake

meal Poland Potato pancakes are shallow-fried pancakes of grated or ground potato, flour and egg, often flavored with grated onion or garlic and seasoning. Potato pancakes may be topped with a variety of condiments, ranging from the savory (such as sour cream or cottage cheese) to the sweet (such as apple sauce or sugar), or they may be served ungarnished. Potato pancakes are sometimes made from mashed potatoes to produce pancake-shaped croquettes

But other countries claim the same

pierogi

meal Poland Pierogi /pɨˈroʊɡi/, (Polish pronunciation: [pjɛˈrɔɡʲi]; also spelled perogi, pierogy, perogy, pierógi, pyrohy, pirogi, pyrogie, or pyrogy in English or other Slavic languages; juvenile diminutive form: Pierożki Polish pronunciation: [pjɛˈrɔʂki] also in use) are dumplings of unleavened dough – first boiled, at which point they can be served with melted butter or various toppings, or then fried with onions – traditionally stuffed with potato filling, sauerkraut, ground meat, cheese, or fruit. Of Central and Eastern European provenance, they are usually semicircular, but are rectangular or triangular in some cuisines.

The Polish name pierogi is plural;[1] the singular form pieróg is rarely used, as a typical serving consists of several pierogi.

Pierogi are similar to the Russian pelmeni or Ukrainian varenyky and are not to be confused with pirozhki (the Russian word for stuffed fried buns) or a pirog (the Russian word for "pie"

(Wikipedia)

http://www.pictures-bank.eu/index.php?action=przegladaj_zdjecie&id=77732&r=

It’s from ICIMSS site But not typical feeling

Ravioli

meal Italy Ravioli (plural; singular: raviolo) are a type of dumpling composed of a filling sealed between two layers of thin pasta dough. Usually served either in broth or with a pasta sauce, they originated as a traditional food in Italian cuisine. Ravioli are typically square, though other forms are also used, including circular or semi-circular (mezzelune). Other related filled pastas include the ring-shaped tortellini and the larger tortelloni. (Wiki)

Doesn’t look typical

pasta

meal Italian Pasta is a staple food[1] of traditional Italian cuisine, with the first reference dating to 1154 in Sicily.[2] It is also commonly used to refer to the variety of pasta dishes. Typically, pasta is a noodle made from an unleavened dough of a durum wheat flour mixed with water and formed into sheets or various shapes, then cooked and served in any number of dishes. It can be made with flour from other cereals or grains, and eggs may be used instead of water. Pastas may be divided into two broad categories, dried (pasta secca) and fresh (pasta fresca). Chicken eggs frequently dominate as the source of the liquid component in fresh pasta.[ IWikipedia)

How to distinguish between all pasta types?

pumpkin soup

meal ??? Long before European contact, Cucurbita had been a major food source for the native peoples of the Americas, and the species became an important food for European settlers, including the Pilgrims, even featuring at the first Thanksgiving.[11] Commercially made pumpkin pie mix is most often made from varieties of C. moschata; 'Libby's Select' uses the Select Dickinson Pumpkin variety of C. moschata for its canned pumpkin.[139] Other foods that can be made using members of this genus include biscuits, bread, cheesecake, desserts, donuts, granola, ice cream, lasagna dishes, pancakes, pudding, pumpkin butter,[140] salads, soups, and stuffing.[141] The xerophytic species are proving useful in the search for nutritious foods that grow well in arid regions.[142] C. ficifolia is used to make soft and mildly alcoholic drinks.[8]

In India, squashes (ghia) are cooked with seafood such as prawns.[143] In France, marrows (courge) are traditionally served as a gratin, sieved and cooked with butter, milk, and egg, and flavored with salt, pepper, and nutmeg.[144] In Italy, zucchini and larger squashes are served in a variety of regional dishes, such as cocuzze alla puviredda cooked with olive oil, salt and


herbs from Puglia; as torta di zucca from Liguria, or torta di zucca e riso from Emilia-Romagna, the squashes being made into a pie filling with butter, ricotta, parmesan, egg, and milk; and as a sauce for pasta in dishes like spaghetti alle zucchine from Sicily.[145] In Japan, squashes such as small C. moschata pumpkins (kabocha) are eaten boiled with sesame sauce, fried as a tempura dish, or made into balls with sweet potato and mountain yam.[146]

(Wikipedia)

chocolate mouse

dessert ??? A mousse (French 'foam' /ˈmuːs/) is a prepared food that incorporates air bubbles to give it a light and airy texture. It can range from light and fluffy to creamy and thick, depending on preparation techniques.[1] A mousse may be sweet or savory.[1] Dessert mousses are typically made with whipped egg whites or whipped cream, and generally flavored with chocolate or puréed fruit.[1] For savory mousse, hard boiled egg, fish or liver may be used.[1]


Ice cream

dessert China???? We would put Italy rather

Ice cream (derived from earlier iced cream or cream ice[1]) is a frozen food, typically eaten as a snack or dessert, usually made from dairy products, such as milk and cream, and often combined with fruits or other ingredients and flavours. It is typically sweetened with sucrose, corn syrup, cane sugar, beet sugar, and/or other sweeteners. Typically, flavourings and colourings are added in addition to stabilizers. The mixture is stirred to incorporate air spaces and cooled below the freezing point of water to prevent detectable ice crystals from forming. The result is a smooth, semi-solid foam that is solid at very low temperatures (<35 degrees F). It becomes more malleable as its temperature increases. A frozen mixture of milk and rice was used in China around 200 BC.[5] Maguelonne Toussaint-Samat asserts, in her History of Food, that "the Chinese may be credited with inventing a device to make sorbets and ice cream. Arabs used milk as a major ingredient in the production of ice cream[citation needed] and sweetened it with sugar rather than fruit juices. It was flavoured with rosewater, dried fruits and nuts.In the Persian Empire, people would pour grape-

juice concentrate over snow, in a bowl, and eat this as a treat.

When Italian duchess Catherine de' Medici married the Duke of Orléans (Henry II of France) in 1533, she is said to have brought with her to France some Italian chefs who had recipes for flavoured ices or sorbets.[13] One hundred years later, Charles I of England was, it was reported, so impressed by the "frozen snow" that he offered his own ice cream maker a lifetime pension in return for keeping the formula secret, so that ice cream could be a royal prerogative.[14] There is no historical evidence to support these legends, which first appeared during the 19th century.

The first recipe in French for flavoured ices appears in 1674, in Nicholas Lemery’s Recueil de curiositéz rares et nouvelles de plus admirables effets de la nature.[13] Recipes for sorbetti saw publication in the 1694 edition of Antonio Latini's Lo Scalco alla Moderna (The Modern Steward).[13

drink USA Coca-Cola is a carbonated soft drink sold

in stores, restaurants, and vending http://www.europeana.eu/portal/record/2022608/TEM_BH2006_599.html?start=

Coca cola

machines throughout the world.[1] It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke (a registered trademark of The Coca-Cola Company in the United States since March 27, 1944). Originally intended as a patent medicine when it was invented in the late 19th century by John Pemberton, Coca-Cola was bought out by businessman Asa Griggs Candler, whose marketing tactics led Coke to its dominance of the world soft-drink market throughout the 20th century.

5&query=what%3Acoca+cola&startPage=1&qt=false&rows=24

coffee

drink Ethiopia Coffee is a brewed drink with a distinct aroma and flavor, prepared from roasted coffee beans, the seeds found inside "berries" of the Coffea plant. Coffee plants are cultivated in over 70 countries, primarily in the equatorial regions of the Americas, Southeast Asia, India and Africa. The two most commonly grown are the highly regarded arabica, and the less sophisticated but stronger and more hardy robusta. The latter is resistant to the coffee leaf rust, Hemileia vastatrix, but has a more bitter taste. Once ripe, coffee beans are picked, processed, and dried. Green (unroasted) coffee beans are one of the most traded agricultural commodities in the world. Once traded, the beans are roasted to varying degrees, depending on the desired flavor, before being ground and brewed to create coffee. WIkipedia

Appendix 05

Social Game Design

P1: Authentication

0:00 PM

Page design Positioning Animation indication

About [social game]

Social GameLogo

Or play as guest

Social GameLogo

Or play as guest

About [social game]

No animation

0:00 PM 0:00 PM

P2: Home

0:00 PM 0:00 PM

0:00 PM

Social GameSocial Game

Hey John! Welcome backHey John! Welcome back

Hey John! Welcome back

Send meal to cyberspaceUpload photos of your dishes

Send meal to cyberspaceUpload photos of your dishes

nie dr sf ar nu do y b ee ag tn tel hl ea mhC

nie dr sf ar nu do y b ee ag tn tel hl ea mhC

Who’s best?Who’s best?

bady gn ea s m a ss a y ot uc e cll ao n

C

Get badges

bady gn ea s m a ss a y ot uc e cll ao n

C

Get badges


1

2 2

3

P3: Badge collect start screen

0:00 PM


0:00 PM

Let’a play!

PLAY AND COLLECT BADGES

See your badges

You collected 10%of all your badges

bady gn ea s m a ss ya ot uc e cll ao n

C

Get badges


0:00 PM

Let’a play!

PLAY AND COLLECT BADGES

See your badges


bady gn ea s am ss ya ot uc e cll ao n

C

Get badges

1

2

P4: Challenge start screen

0:00 PM


0:00 PM

Challenge mode

Let’s play!

Let’s play!

Gamal Niccolò

Gamal Niccolò

ROOKIE

ROOKIE

Filippus Orlando

Filippus Orlando

ROOKIE

ROOKIE

Gamal Niccolò

ROOKIE

Filippus Orlando

ROOKIE

Vs.

Game starts in

3

0:00 PM

Challenge mode

Let’s play!

Gamal Niccolò

ROOKIE

Filippus Orlando

ROOKIE

Vs.

Game starts in

3

1 1

2

P5: Question

0:00 PM


0:00 PM

Question 1/10

80 POINTS

Where on earth is this from?

0:00 PM

Question 1/10


Where on earth is this from?MaltaMalta

ItalyItaly

Tinidad and TobagoTinidad and Tobago

DenmarkDenmark

80 POINTS

3

2 2

2 2

1

P6A: Question answered


0:00 PM

Question 1/10

80 POINTS


Malta

Italy

Tinidad and Tobago

Denmark

80 POINTSEXPLORE MORE

OUCH!!!Wrong answer

TAB TO MOVE ON!

0:00 PM

Question 1/10

80 POINTS


Malta

Italy

Tinidad and Tobago

Denmark

80 POINTS MOVE ON!EXPLORE MORE

OUCH!!!Wrong answer

TAB TO MOVE ON!

0:00 PM

No animation

Vibrate

MOVE ON!


0:00 PM

Question 1/10

80 POINTS


Malta

Italy

Tinidad and Tobago

Denmark


0:00 PM

Question 1/10

80 POINTS


Malta

Italy

Tinidad and Tobago

Denmark


0:00 PM

No animation

YES!!!Right answer

TAB TO MOVE ON!

YES!!!Right answer

TAB TO MOVE ON!

P6B: Question answered

P7A: Background info

0:00 PM


0:00 PM

Pizza Napolitana

Neapolitan pizza (Italian: pizza

napoletana) is made with tomatoes and

Mozzarella cheese. It can be made with

ingredients like San Marzano tomatoes,

which grow on the volcanic plains to the

south of Mount Vesuvius, and mozzarella

di bufala Campana, made with the milk

from water buffalo raised in the marsh-

lands of Campania and Lazio in a semi-










RECIPE RECIPE

DESCRIPTION DESCRIPTION

SHARE INFO MOVE ON!

0:00 PM

Pizza Napolitana










RECIPE

DESCRIPTION

SHARE INFO MOVE ON!

P7B: Background info

0:00 PM

Pizza Napolitana










wild state (this mozzarella is protected

with its own European protected

SHARE INFO MOVE ON!

Alternative page design

P8: Upload your dish

0:00 PM


0:00 PM

Upload your dish

SEND TO CYBERSPACE

0:00 PM

Upload your dish

SEND TO CYBERSPACE

What do you call this?


Pizza Napolitana

Italy

1

2

3

P9A: Select country

0:00 PM


0:00 PM

Select country

AfghanistanAfghanistan

AlgeriaAlgeria

Antigua and BarbudaAntigua and Barbuda

ArmeniaArmenia

AfghanistanAfghanistan

AlbaniaAlbania

AndorraAndorra

ArgentinaArgentina

ArubaAruba

Search countrySearch country

0:00 PM

Select country

Afghanistan

Algeria

Antigua and Barbuda

Armenia

Afghanistan

Albania

Andorra

Argentina

Aruba

Search country

P9B: Select country

Algeria

Albania

Search country

0:00 PM

Select country


P10: My badges

0:00 PM


0:00 PM

My badges

GEOGRAPHICAL

GEOGRAPHICAL

CHALLENGES

CHALLENGES

UPLOADS

UPLOADS

10.000 10.000

European

World conqueror

The viking

The viking

Central Europe

Central Europe

Miditerranean

Miditerranean

1000

1000

1000

1000

1000

1000

33%

0:00 PM

My badges

GEOGRAPHICAL CHALLENGES UPLOADS

10.000 10.000

European

World conqueror

The viking

The viking

Central Europe

Central Europe

Miditerranean

Miditerranean

1000

1000

1000

1000

1000

1000

33%

1 3

3

3

3

3

3

3

P11A: Select friend

0:00 PM


0:00 PM

Select friend

SG Friends

SG Friends

Facebook friends

Facebook friends

Random player

Random playerGamal NiccolòROOKIE

Filippus OrlandoROOKIE

Higini MomchilROOKIE

Roberta Carlos

Erebos Rajmund

ROOKIE

ROOKIE

Search for friends

0:00 PM

Select friend

SG Friends Facebook friends Random player

Gamal NiccolòROOKIE

Filippus OrlandoROOKIE

Higini MomchilROOKIE

Roberta Carlos

Erebos Rajmund

ROOKIE

ROOKIE

Search for friends

P11B: Select friend


0:00 PM

Select friend

SG friends Facebook friends Random player

START PLAYING

Don’t want to wait foryour own friends?

play A random player!

Random Player

P12: Meal uploaded

0:00 PM


0:00 PM

Meal uploaded!

UPLOAD ANOTHER MEAL

See your badges

Share your upload

10000

10000

Noodles is your second name...East Asia badge unlocked!


The viking

0:00 PM

Meal uploaded!

UPLOAD ANOTHER MEAL

See your badges

Share your upload

10000


The viking

1

2

P13: Share

0:00 PM


0:00 PM

Share

Twitter

Email

Copy link

Facebook

Google +

SMS

0:00 PM

Share

Twitter

Email

Copy link

Facebook

Google +

SMS

P14: Why play?

0:00 PM


0:00 PM

Why play?

SO LET’S PLAY

Fun

Educating

Challenging

Gifts!

1

3

2

4

Nullam eu purus quisjusto rutrum mattis








0:00 PM

Why play?

SO LET’S PLAY

Fun

Educating

Challenging

Gifts!

1

3

2

4





2

1

1

1

1

P15: Leaderboard

0:00 PM


0:00 PM

Leaderboard

Points earned

Points earned

Challenges won

Challenges won1

2

3

4

5

Gamal Niccolò15 15 110.124Pts

Filippis Orlando

Higini Mochil

Roberta Carlos

Erebos Rajmund

14

25

24

14

25

11

0

3

100.200

99.230

91.230

83.148

Pts

Pts

Pts

Pts

THIS WEEK ALL TIME

0:00 PM

Leaderboard

Points earned Challenges won

1

2

3

4

5

Gamal Niccolò15 15 110.124Pts

Filippis Orlando

Higini Mochil

Roberta Carlos

Erebos Rajmund

14

25

24

14

25

11

0

3

100.200

99.230

91.230

83.148

Pts

Pts

Pts

Pts

THIS WEEK ALL TIME

P16: About Social Game

0:00 PM


0:00 PM

About Social Game

RATE US IN THE APP STORE

Feedback & Support

Feedback & SupportPrivacy

Privacy

Terms of useTerms of use

Europeana Europeana

The Social Game team


Contact

Contact

FAQ

FAQ

0:00 PM

About Social Game


Feedback & Support

Privacy

Terms of use

Europeana


Contact

FAQ

P17: Menu

0:00 PM


0:00 PM

About Social Game


Feedback & Support

Privacy

Terms of use

Europeana


Contact

FAQ

Higini Mochil25 11 99.230Pts

HomeHome

Badges Badges

Leaderboard

Leaderboard

About

About

Settings

Settings

Edit profile

Edit profile

Log out

Log out

0:00 PM

About Social Game


Feedback & Support

Privacy

Terms of use

Europeana


Contact

FAQ

Higini Mochil25 11 99.230Pts

Home

Badges

Leaderboard

About

Settings

Edit profile

Log out

Open menu when tapped on menu

icon or when swiped from the

right side of the screen. Close menu

when tapped on black overlay shown

left or when swiped to the right.

P18: Settings

0:00 PM


0:00 PM

Settings

Sound effects

Sound effects

Push messagesPush messages

Language EnglishLanguage English

0:00 PM

Settings

Sound effects

Push messages

Language English

P19: Edit profile

0:00 PM


0:00 PM

Edit profile

SAVE PROFILE

From witch country are you?

In what city do you live?

Hingini Momchil

Enter your profile description

0:00 PM

Edit profile

Valletta

Malta

Nullam vel enim quis sem tristique porta

et non tellus. In vel semper dui. Aenean

gravida turpis a lobortis semper.

Hingini Momchil

SAVE PROFILE

Appendix 06

Book and eBook Marketing Strategy Plan

Summary Marketing Strategy & Plan for “London Local Pubs Past and Present” book, the Charrington Collection prints and the Historypin Pubs platform

Purpose

1. for the book and ebook “London Local Pubs Past and Present” be commercially successful

2. to increase awareness of and engagement with the NBHT’s Charrington collection 3. to create more communityled pub histories on Historpin.org/pubs 4. to sell prints of the Charrington collection (and potentially other products)

Proposed roles & responsibilities National Brewery Heritage Trust (NBHT)

to provide access to networks they have to promote the products etc. to their networks to liaise with National Brewery Centre to sell the book in their gift shop to help organise a launch event for the book

Heritage Assets (formerly Save Photo) (HA)

responsible for marketing prints (and potentially other products) to reference Historypin and the project in their marketing activities to regularly share information about sales and success stories with Historypin

Historypin (HP)

responsible for marketing the book, the prints and the Historypin.org platform to the pubs featured in the book

to include HA material and Halsgrove material in their marketing to report back to Europeana F&D about success

Halsgrove Publishing (Halsgrove)

to market the book through their regular channels to share information about sales and success with Historypin to include a link to Historypin in their marketing activities

Austrian National Library (ONB) and other consortium partners of the F&D project

assist with Europewide and consortiumwide promotion support the identification of relevant festivals, networks and promotional opportunities assist with additional promotional activities where feasible

Timeline Phase 1 (July 2015 Sept 2015)

July Aug Planning marketing and preparation of initial marketing materials by Historypin

Sept Distribution of marketing materials, by Historypin and NBHT Phase 2 (Oct Dec 2015)

Initial promotion of the book, prints and Historypin platform to pubs featured in book, led by Historypin

Sale of book to pubs featured in book, led by Halsgrove Sale of prints to pubs featured in book, led by Heritage Assets Promotion of the Charrington Collection on Historypin to wider audiences, led by

Historypin Sale of Charrington prints to wider audiences, led by Heritage Assets Sale of book to wider audiences, led by Halsgrove Publishing Promotion of book Book launch early November, led by Historypin and NBHT

Phase 3 (Jan 2016 onwards)

Ongoing promotion of the Charrington Collection on Historypin, led by Historypin Ongoing promotion of book, led by Halsgrove Publishing Exploration, discussion and agreement between NBHT and Heritage Assets about what

other products can be created using the Charrington Collection, led by Heritage Assets Marketing and distribution of agreed products, led by Heritage Assets

Products and Audiences We have 3 things that can be classified as “products” that we want to market:

The book The NBHT Charrington Collection on Historypin Digital prints

In Phase 2 this list may be extended when Heritage Assets and NBHT discuss additional products. Sometimes products naturally fit together to be marketed, sometimes they are independent.

Product Audience Tools and channels

Lead Support Time

(prewarning about) Book + Digital Prints + HP platform

10 featured pubs 40 listed pubs

Direct email Post

HP HA to provide flyer about their print service Halsgrove to provide flyer about the book

Aug Oct 2015

Book + Digital Prints + HP platform

Event participants ExCharrington employees Pub history enthusiasts Pub and beer enthusiasts

Personal networks Partners’ networks Featured pubs’ networks Social media Press (local / regional)

HP to identify channels and networks HP to create materials HP to distribute to networks

NBHT support with their networks and channels Halsgrove to provide link to website or similar about book / plus flyers HA to provide link to website or similar about images

Aug 2015 onwards

Book and ebook

Traditional book trade Pubs that are featured

Bookshops Online etc.

Halsgrove Publishing

TBC

Digital Prints All other open exCharrington pubs

In person sales Direct mail Email Phone

HA HP to include link to HA on HP.org/pubs

Aug 2015 onwards

Whole NBHT collection on HP

10 featured pubs 50 listed pubs All other open

Personal networks Partners’ networks

HP NBHT support with via their networks and channels

September 2015 onwards

exCharrington pubs Pub history enthusiasts Pub and beer enthusiasts

Featured pubs’ networks Social media Email newsletter

Other products tbd

10 featured pubs 50 listed pubs All other open exCharrington pubs Pub history enthusiasts Pub and beer enthusiasts

TBC HA TBC (after book launch)

Objectives and measures of success

Objective Indicator Target Measurement Deadline

Positive Reviews

Positive reviews on amazon / blogs / magazines

5 Tracking via Amazon and Google Alerts

May 2016

Pubs are interested in the book and overall project

Number of pubs wanting to sell the book Numbers of books sold through pubs

25 out of 55 pubs express interest in selling the book 50

Pubs reacting positively to Halsgrove’s proposal Halsgrove’s sales figures to pubs

15 October 2015 end of April 2016

The book is a commercial success

Number of copies sold

500 Halsgrove’s sale figures

July 2016

Sale of NBHT photos

Number of digital images sold

A total of 50 digital images sold

Heritage Assets sales figures

May 2016

Heritage Assets prints

Pubs buy prints from Heritage Assets

30 pubs buying a print

Heritage Assets sales figures

May 2016

NBHT collection has increased accessibility and visibility

Visits to the pub hub

5000 Historypin analytics end of April 2016

There is increased engagement with and enrichment of the NBHT collection

Comments added to NBHT photos

30 Historypin analytics end of April 2016

People are interested in participating and in creating a community history of a pub

Personal photos and memories added to pub projects

15 photos / memories

Historypin analytics end of April 2016

Creating community histories around a pub, and commercial products informed by this engagement is a replicable model to create

Other pubs want to do the same thing

3 expressions of interest

Anecdotal feedback

July 2016

The National Brewery Heritage Trust receives more offers of partnership

People want to work with the NBHT and its collections

2 people or organisations making overtures

Anecdotal feedback from NBHT

July 2016

Europeana Food and Drink Catalogue of products · 2016-02-02 · D3.3 Europeana Food and Drink:...

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