Europeana Food & Drink:Commercial partnership & culture change for the heritage sector

Version 3, June 2014

Introduction

Europe’s museums, archives and libraries have digitised millions of books, records and artefacts with the aim of opening up cultural experiences online.

Most of this digitisation has been subsidised by European taxpayers. If the work of opening up Europe’s heritage is to be sustainable, we need to support culture change in heritage institutions and find viable commercial models for the re-use of digital cultural content.

Challenges

As an industry, we need to:

•Understand the demand for digital content and ensure that what people are delivering meets it

•Find commercial applications for digital cultural content that are compatible with the social purpose of museums, archives and libraries

•Identify business models which deliver a real Return on Investment for everyone involved – both private companies and public institutions

•Develop a culture of enterprise, risk-awareness and innovation

Why ‘food and drink’

Europeana Food and Drink will start with the theme of food and drink because:

•It is well covered in cultural collections

•It is a universal theme for the public

•Appealing to a broad market for customers

•An existing multi-million Euro industry

•Connected to key public policy agendas including health

•Lessons learned can be adapted to other themes

What’s in it for me?

I am a stay-at-home dad, Europeana Food and Drink will:

•Strengthen my local community

•Open up new and better cultural experiences for me and my family

•Make better use of my taxes

•Entertain me!

What’s in it for me?

I am a museum curator, Europeana Food and Drink will:

•Engage new audiences in my museum

•Give me a new income stream

•Let me create new local relationships

•Help me make the case for digitising my collection

•Inspire me!

What’s in it for me?

I am a director of a local business, Europeana Food and Drink will:

•Add value to my company’s brand

•Support my local community

•Open up new revenue

•Give me access to new customers

•Make me more competitive!

What’s in it for me?

I am an application developer, Europeana Food and Drink will:

•Unlock a new source of inspiring raw material

•Connect me with creative people

•Open up new opportunities and revenue

•Showcase what I can do!

What’s in it for me?

I am a member of a food and drink network, Europeana Food and Drink will:

•Help me discover new information

•Connect me with other networks

•Allow me to share what I know

•Grow my network!

Our approach

The Europeana Food and Drink project will:

•Engage with the Food & Drink industry and Creative Industry partners to understand what they will pay for

•Create sustainable local partnerships between businesses, museums, libraries and archives

•Encourage people to develop products which help us learn what works and what doesn’t

•Apply this learning to create enterprise partnerships across Europe jointly with the Europeana Foundation

A phased approachPhase 1 - Now

Phase 2Aug 2014 – Jan 2015

October 2014

Create an example image library & ontology in the Culture Grid

Identify and establish a partnership with a food & drink-related Festival

OPEN INNOVATION CHALLENGE

Phase 3 Oct 2014 – Dec 2015

April 2015

Identify a unifying theme across Europe (Year of...) and develop a series of partnerships, products, exhibitions and activities based on this theme

OPEN INNOVATION CHALLENGE

Phase 4Jun 2015 – Mar 2016

October 2015

Develop a full range of client programmes and projects, supported by a range of branded product and food and drink activity

OPEN INNOVATION CHALLENGE

Understanding our strategy

CUSTOMERSCLIENTS

Direct revenues will be driven back to the partners, developers, venues to support the costs of future development

ADD ‘HERITAGE VALUE’ ENHANCE CUSTOMER ENGAGEMENT

FREE PRODUCT

FREEMIUM PRODUCT

PAID PRODUCT

REVENUE SHARE

AGENCY

EUROPEANA

VENUES

DEVELOPERS

PARTNERS

Who are the ‘clients’ of this service?

• Companies in the Creative & Commercial sectors

• The first client will be a food & drink festival because this combines existing market share, relevant scope and time-limited activity

• Future clients may include:

– Advertising, PR or promotional agencies– Mainstream media (eg. film launches)– Tourism organisations & guides– Other heritage events or festivals– Food & drink networks & initiatives– Businesses in the hospitality industry

Understanding Return-on-Investment

For the customer:

•Depth and relevance of their experience•More meaningful opportunities to engage•A lasting connection to a product/event/activity•Wellbeing

For the client

•More customers•More revenue•Enhanced brand value/perception•More persistent customer engagement

Understanding Return-on-Investment

For the agency:

•More clients•More opportunities•Enhanced reputation•Evidence of impact/success

For the product developers

•Brand exposure•Preferred supplier status•More revenue•New opportunities

Understanding Return-on-Investment

For the venues:

•More visitors•More onsite spend•More licensing revenues for content

For Europeana

•Demonstrating value as a discovery engine for commercial applications•Opportunities to build on commercial partnerships•Funded R&D for development of Europeana Inc.

The Golden Rule

“Do the hard work to make it simple for the client”

Our pitch to the client is that we will add heritage content to their event, product or activity to increase customer participation, enhance their brand and improve their profitability.

We need to do the hard work behind the scenes to bring together the content, the product, the service and the pricing model to deliver on this offer.

Understanding the products

Products to be offered to clients

•Book & eBook•Mobile app•Social game•Exhibition•Virtual exhibition (built in Google Open Gallery)

Products to be created as resources/support

•Semantic demonstrator•Picture library•e-learning platform•Technical demonstrator

What you can do

• Sign up to receive our free, regular email newsletter for news and information about the project!

• If you’re a commercial partner interested in supporting Europeana Food and Drink or sponsoring our work, contact info@foodanddrinkeurope.eu

• If you’re a cultural heritage organisation, contact us at info@foodanddrinkeurope.eu to find out how you can be involved in our Open Innovation Challenges!