Work Package n. 6 provides the diffusion of all documents produced during the three years of Governet project.
The Veneto Region (Lead Partner) is responsible for structuring and carrying out the official internet site of Governet project. Each partner contributed by preparing a series of useful materials for starting the internet site and will go on with its active role in updating the contents of such information instrument.
The Province of Venice imagined a further action for improving the communication effectiveness towards the local stakeholders. Using the images already shotted for the official movie (about all the partners), the Province took the opportunity to edit its proper movie, restricted to Mestre periurban area and its problems, titled "Governet in Mestre periurban area". The movie follows a logical path that concerns the various phases of the project, putting in evidence the success factors and the difficulties that have been found. Furthermore, the images let us immediately see the potentialities and critical factors of the rural development in the periurban area.
The Province of Venice characterized important themes relevant to the rural economy of Mestre periurban area, on which some training courses must be focused. They took place in the months of June, September and October 2006.
The teachers, who took part to the initiative, bringing their knowledge and experience to the various courses, represent many professions and organizations. The participants were, mainly teachers of agricultural technical schools, professional agronomists, technicians of municipalities, private operators of the sector.
On the whole, the carried out courses and meetings experience was positive. Indeed, despite their quite low number, the participants expressed their satisfaction about the modes the themes were faced up and the completeness of the information given by the teachers. A more careful participation of Governance Council, local associations (of producers, consumers, etc.) and agricultural schools teachers, during the programs definition phase, could have probably led to better results.
The insertion of a Marketing Plan into the Governet project has the aim to promote, in a model of rural territory governance, some development strategies regarding the whole productive process, which allow:
Among the different agricultural products of Mestre periurban area, two "typical" horticultural products have been chosen:
In the setting phase of the marketing quality inquiry, focused on characterizing the final consumer's perception, it was decided to insert some questions suitable for evaluating the buying propensity towards the joined product "Treviso chicory and lettuce".
As for marketing, the project tried to characterize the horticultural products perception in the actual choices and in the imaginary, comparing the Mestre periurban ambit with the metropolitan one of big cities as Milan and Bologna.
The same customer satisfaction questionnaire was submitted in two different areas, with different modes. In Mirano, Campagna Lupia and Mira municipalities, some face-to-face interviews were made to a whole 200 persons, near some supermarkets. In Milan and Bologna metropolitan area (extra-regional area) a telephone inquiry was developed towards a sample made of 450 persons.
Either in case of "single" selling or "joint" selling "Treviso chicory and Lettuce", the image perceived by the consumer is "traditional" and "homely". This helps explaining why the best occasions of consumption for such horticultural products are lunch and dinner, at home with the family, where the spirit is convivial. For these products, the communication plan must be centred on images linked to "family", "conviviality", "staying together".
The aggregation of Treviso chicory with lettuce was perceived positively, as a product that is "homely", "traditional", "rich", "fashionable", "light", "practical", "genuine" and "bitter". The "traditional" character is not synonymous of "out-of-fashion".
The knowledge of the IGP quality trademark among the interviewed people was short. They proved to be not able to indicate which one of the two horticultural products actually has the EU trademark. Therefore, a better supporting institutional communication could be useful in this sense.
Fondaco Venezia - Cap. 16 Governet Project
