Warsaw, 4 April 2008 'Selling' innovations 1

‘Selling’ innovations

Manual on mainstreaming project results

Margo KerkhofDutch ESF Managing Authority

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Introduction of the manual

• Based on Monitor of mainstreaming in Action 2 of EQUAL (2008)• Valuable for all innovative projects• For project organisations as well as policy makers• Concentrates on concept and implementation of mainstreaming• Starting point: effective mainstreaming must be an integral component of

every innovative project

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Practice of mainstreaming – (1/3) Preparation

• Not only assess the innovation itself, but also the transferability of the project results and the plan for mainstreaming

• Determine strategy in advance: what are my goals and what do I need to achieve my goals

• Take into account contextual factors • Include target groups for mainstreaming in the project organisation• Opt to create supporting networks

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Practice of mainstreaming – (2/3) Implementation

4 Strategic steps:

1. RecipientsAddress the right people selection of key figures

2. MomentYou only get a limited number of chances timing and planning

3. ContentAttune precisely to the motivations and needs of the recipients message

4. Form Put the innovation in the spotlights by using the right means mix of instruments

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Practice of mainstreaming – (3/3) After Care

• Project organisations:- assign responsibility to one of the project organisation members

• Policy makers:- use financial and policy incentives to stimulate project organisations to take care of follow up- facilitate supporting structures- play an active role themselves as recipients of mainstreaming- make products accessible to a broad audience by a product database