Newsletter Catalyst

Contact person 
Viviane Chilton
Institution 
UJF
E-mail 
viviane.chilton@floralis.fr
Country 
France
Do you want to share an instrument/policy or a knowledge Transfer practice? 
Knowledge Transfer Practice
What are the following keywords/priorities which better fit the instrument/policy?  
No information provided
Identify the Knowledge Transfer area to which the practice belong 
University-Industry relations
Indicate the country from which the practice is 
France
What is the title/name of the instrument/policy? 
No information provided
What is the title/name of the practice? 
Newsletter Catalyst
Indicate the target group/beneficiaries of the practice 
All companies
Business organisations (Chambers of Commerce…)
Consultancies and other private service providers (non-profit)
Higher education institutions (education function)
Higher educations institutions research units/centres
New technology based firms/new knowledge intensive service firms
Other non-profit research organizations (not HEI)
Other public education institutions (secondary, etc…)
Private institutions for education/lifelong learning
Other
What is the aim/objective? 
The main objective is to improve Floralis notoriety as an Innovation management company. A secondary objective is to generate sales leads and for press relations.
Give an overview of the practice 
The project started 3 years ago and its aim was to develop a communication tool to promote Floralis’ activities and potentially to generate leads (for licensing or collaborations). A database was specifically created for the project. Over three years the base was developed from 300 contacts to over 25 000. Each trimester, Floralis select 4 articles and “short news” (on priority projects) for the multimedia newsletter, which is broadcasted by email. This newsletter is published in French and English, and the target audience can choose the reading format (html, plain text) and the language. A very sophisticated analysis platform enables us to evaluate the key metrics of each campaign, including: opening rate, bounce rate; territories, click rates for each article, and the names of people having clicked on each article ( these information are sometimes used for business development campaigns that we launch after the publication of the newsletter. These campaigns have been very efficient: they have improved significantly our website referencing and led to a large number of commercial opportunities.
What is the date of creation of this practice? 
Wednesday, July 3, 2013
Is the practice still active? 
Active
What is the approximate budget needed for implementing this practice? 
15 000.00€
What kind of resources is needed for implementing the practice? 
2 full time communication executants for a week for each edition.
Is this practice linked to an instrument/policy? 
No