Communication Strategy
PEACE_Alps
30.06.2016
Author
Version 1.0
Ellen Esser
Organization
PP08 - EWO
PEACE_Alps
Pooling Energy Action Plans and Enhancing
their implementation
Project reference No.
Priority 2 – Low Carbon
Project duration: 16.12.2015 – 15.12.2018
This project is co-financed by the European Regional Development Fund
through the Interreg Alpine Space Programme.
COMMUNICATION STRATEGY
Short Description
This document defines and describes the communication strategy of the project.
Document Details
Project
PEACE_Alps
Pooling Energy Action Plans and Enhancing
their implementation in the Alps
Action
WP 6 – action 6.1
Deliverable
D.6.1.1
Due date
Project month 6
Delivery date
30.06.2016
Dissemination
level
Project level
Dissemination
target
PPs, Alpine Space Programme
Organization
PP8 - EWO
Author
Ellen Esser – [email protected]
Version
Date
Author
Organization
Description
1.0
30.06.2016
Esser
EWO
Communication
Strategy
1
COMMUNICATION STRATEGY
Table of Contents
1
2
Overview ....................................................................................................................... 4
1.1
Aim and objectives .................................................................................................. 4
1.2
Management related communication ....................................................................... 4
1.3
Thematic and result related communication ............................................................ 5
Communication objectives .......................................................................................... 5
2.1
Promote a bottom up approach in definition of needs and multi-level cooperation for
the successful implementation of local actions ........................................................ 6
2.1.1
Communication objective: Raise awareness .................................................... 6
2.1.2
Communication objective: Influence attitude .................................................... 6
2.2
Boost the implementation of local action plans aggregating needs and solutions .... 6
2.2.1
2.3
3
Communication objective: increase knowledge ................................................ 6
Spread out the approach in the AS Area ................................................................. 6
2.3.1
Communication objective: Increase knowledge ................................................ 6
2.3.2
Communication objective: Change behaviour .................................................. 7
Target groups and project observers ......................................................................... 7
3.1
Local and public authorities ..................................................................................... 7
3.2
Regional public authorities ...................................................................................... 7
3.3
Infrastructure and (public) service provider .............................................................. 7
3.4
Interest groups including NGOs .............................................................................. 8
3.5
Higher education and research ............................................................................... 8
3.6
Small and medium enterprises (SME) ..................................................................... 8
3.7
Business support organisations (ref. to PPP) .......................................................... 8
3.8
Sectoral agencies.................................................................................................... 8
3.9
International organisations under international law .................................................. 8
4
Slogan – Strategic messaging..................................................................................... 8
5
Structure of the communication strategy ................................................................... 9
6
Communication Activities ..........................................................................................11
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COMMUNICATION STRATEGY
6.1
Start-up activities ....................................................................................................11
6.1.1
Project logo and reference to Alpine Space Programme .................................11
6.1.2
Communication strategy..................................................................................13
6.1.3
Project website and social media platforms .....................................................13
6.2
Publications ............................................................................................................14
6.2.1
Newsletter .......................................................................................................14
6.2.2
Project leaflet ..................................................................................................14
6.2.3
Project final handbook .....................................................................................14
6.2.4
Project videos and pictures .............................................................................14
6.3
Events ....................................................................................................................15
6.3.1
Network with other project in ASA ...................................................................15
6.3.2
Reports on proceedings of dissemination events ............................................15
6.3.3
Final project conference proceedings ..............................................................15
6.4
Promotion material .................................................................................................15
6.4.1
Project poster ..................................................................................................15
6.4.2
Report on press release articles and other communication activities ...............15
6.4.3
Give-aways .....................................................................................................16
6.5
Digital activities ......................................................................................................16
6.5.1
Short reports on web activities ........................................................................16
6.5.2
Guidelines to digital communication tools ........................................................16
7
Project Greening .........................................................................................................17
8
Time line of communication activities .......................................................................17
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COMMUNICATION STRATEGY
PEACE_Alps Communication Strategy
1
Overview
1.1
Aim and objectives
The project PEACE_Alps aims at enhancing the implementation of Sustainable Energy
Action Plans (SEAPs) or any other energy concepts by supporting Local Authorities (LAs) in
developing concrete actions with an inter-municipal approach. The overall objective is to
implement low carbon and adaptation to climate change policies at local level as defined in
Sustainable Energy Action Plans (SEAPs). This will contribute to the programme priority
specific objective in several ways: increasing energy efficiency and use of RES, reducing
dependency from foreign supply and CO2 emissions, up-scaling existing solutions for the
implementation of local actions. External positive impact on local pollution and job creation
will be realized, too.
The project proceeds by identifying local needs using a bottom up approach, pooling them to
create economies of scale and then providing centralized solutions at regional level. The
project, designed to give continuity to the results obtained with SEAP_Alps, assumes that
actions must be kept at a local level, but the process should be eased and innovated by
gathering same needs and setting up centralized solutions exploiting the plus offered by a
transnational approach.
These services will be set up and tested with a transnational mutual learning process among
PP and involved LAs. In order to ensure durability to the outputs, a multi-level cooperation on
a long term perspective will be put in place. The outputs and experience gained will be
spread out in the ASA with an effective engagement campaign of new regions interested in
developing the same approach and with policy recommendation at EU level.
The communication strategy (CS) will enhance the impact of the project, describing all
management-, thematic- and result-related communication activities. A timeline and budget
estimation will complete the strategy
1.2
Management related communication
Management related communication is mainly the internal communication of the partnership
which will be fostered by project meetings, video conferences, peer-to-peer dialogues via
skype and by means of a virtual platform for the exchange of ideas, documents and data.
The internal communication is part of WP 1 Management.
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COMMUNICATION STRATEGY
1.3
Thematic and result related communication
The transfer of outputs of the thematic tasks WP 2, WP3, WP4 and WP5 are integrated in
the respective work packages (WPs). They comprise activities as “Innovative moderation at
local level/AS level” (A2.2) or “Interviews with selected stakeholders” (A3.3). Regarding the
type of events the communication strategy distinguishes between thematic related events, as
for example the “Start-up fora” which are part of WP3 and result related events as in WP 6
“Organization or participation in public events” (D.3.2)
The output of results towards target groups who are not directly involved in the project
management or technical WPs are coordinated in the communication work package (WP6).
It comprises events for the dissemination of project outputs, the production of marketing
material, publications, videos and output related digital activities as for example guidelines
for dialogue oriented digital tools.
2
Communication objectives
The strategy is linked to the specific objectives of the project. Corresponding communication
objectives were developed, target groups defined and concrete actions designed which will
support the interaction between the communication actors and the target groups.
Project specific objectives
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COMMUNICATION STRATEGY
2.1
Promote a bottom up approach in definition of needs and multi-level
cooperation for the successful implementation of local actions
2.1.1
Communication objective: Raise awareness
Communication will contribute to raise awareness for the urgency of boosting the
implementation of mitigation and climate adaptation measures. The understanding of the
bottom up approach (WP3) will be enhanced by presentations of the project to the
stakeholders and during events, dissemination of publications, newsletters to spread out this
process as well as lessons learnt. The use of newly developed multimedia tools, e.g.
animated presentations (prezi), powtoon animation and digital live survey-tools will help to
reach a broader audience.
2.1.2
Communication objective: Influence attitude
Communication will influence the attitude of involved stakeholders, especially the target
group of Local Authorities, to act on the basis of a multi-level cooperation. The objective will
be reached by communication activities, as press releases, press articles, website
information, posters, leaflet, and presentations at public events.
2.2
Boost the implementation of local action plans
aggregating needs and solutions
2.2.1
Communication objective: increase knowledge
The communication strategy will enable the transfer of knowledge disseminating the process
of pooling similar needs and the successfully implemented centralized actions in the PP
regions, emphasizing positive results achieved by LAs. A tool including the description of the
process, the general results and the needs will serve as a strategic instrument for durability
and replicability. It will be spread out to a wide public by using website, newsletters, social
media, and the final project handbook and conference. LAs will have the floor during events
to increase their visibility to public opinion.
2.3
Spread out the approach in the AS Area
2.3.1
Communication objective: Increase knowledge
The use of dissemination tools, together with the support of LAs, project’s observers,
Covenant of Mayors and Mayor Adapt websites, will contribute to the success of the
Territorial Coordinators engagement campaign (WP5). To attract Territorial Coordinators,
their profile will be presented in the project website and they will be involved in the final
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COMMUNICATION STRATEGY
conference. The Policy recommendation document (WP5) will be presented at the final
conference and other events helping to spread out project's approach in ASA.
2.3.2
Communication objective: Change behaviour
The wider the audience to which PPs will be able to communicate the main objectives, and
the results of the project, the better the chance to raise stakeholders and citizens awareness
for the need to change their behaviour and support energy saving policies. The CS is the
strategic tool to achieve this goal. This will be realized by using all available means of
communication, in particular the final handbook of the project and sensitizing LAs on the
need of their active involvement.
3
Target groups and project observers
Communication approaches refer to the different interactions between the project team and
the target groups. PPs will be supported by more than 25 project observers. Their role in the
project will be the support of dissemination regarding project outputs plus further tasks,
depending on their institutional profile and competences.
The main target groups for communication activities within the PEACE_Alps project are:
3.1
Local and public authorities
Municipalities at first instance, then provincial/sub-regional authorities of other public institutions (such as natural parks) as owners of public buildings/facilities. L.A.s and public
institutions will be involved in the pilot implementation.
3.2
Regional public authorities
Regional Public Authorities (Regions, Provinces, network of Municipalities, etc.) who have
already demonstrated strong commitment to support LAs in energy planning (e.g: as CoM
Territorial Coordinators). All of them must be clearly multipliers themselves.
3.3
Infrastructure and (public) service provider
Energy utilities are essential at local level because they manage networks, data and in some
cases must achieve energy efficiency targets. They are a key stakeholder to understand the
possible investments to be implemented.
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COMMUNICATION STRATEGY
3.4
Interest groups including NGOs
Environmental associations and representatives of the civil society will bring their point of
view into the bottom-up process and will serve as multipliers to other interest groups.
3.5
Higher education and research
Universities and other research institutes in the energy field will provide input for the
definition of the actions to be implemented in order to solve the needs raised from the LAs.
Linking academic knowledge with local implementation is essential.
3.6
Small and medium enterprises (SME)
Energy Service Companies (ESCO) could be private investors for the realization of
investments in public sector. Investment plans should be prepared in a way that ESCO could
be able to apply for. Their point of view is thus essential.
3.7
Business support organisations (ref. to PPP)
Unions of enterprises and craftsmen will be interviewed in order to better define the services
that the market is providing at regional level, so that the solutions implemented in the project
could go toward that direction supporting low carbon economy.
3.8
Sectoral agencies
Energy agencies or local development agencies will be addressed in the engagement
campaign. It should be demonstrated the link with governance authorities or territories
already committed in low carbon policies
3.9
International organisations under international law
Covenant of Mayor and Mayor Adapt Initiatives offices, JS and MA of Alpine Space, Energy
Award, CIPRA, Association “Alpine City of the Year”, are examples of organizations to be
involved and to whom policy recommendation could be addressed.
4
Slogan – Strategic messaging
Strategic messaging gives a focused, socially relevant dimension to your organization.
Messages or slogans allow ideas to spread, they create momentum and give impulse to our
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COMMUNICATION STRATEGY
project. The slogan can be used on the website, on posters, publications and marketing
tools. In order to define a slogan the project team should discuss the “why” of our project.
The message of the PEACE_Alps project is:
Join efforts for sustainable and concrete energy solutions
what
what
how
what
why
Picture 1
5
The slogan refers to the “why” – question of the project
Structure of the communication strategy
The strategy focusses on identified target groups and on a wider public with the aim to
provide instruments for spreading out outputs and results achieved within the project. It also
facilitates internal communication between project partners (PP). For each category of
communication – thematic related, result related and management related – appropriate
approaches were developed and activities defined.
In the picture below the PEACE_Alps communication strategy shows the structure of the
strategy starting from the project objectives to the concrete communication activities and
their corresponding deliverables.
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COMMUNICATION STRATEGY
Picture 2
PEACE_Alps communication strategy
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COMMUNICATION STRATEGY
6
Communication Activities
6.1
Start-up activities
The start-up activities comprise the design of project logo, templates, a project website and
social media platforms.
6.1.1
Project logo and reference to Alpine Space Programme
In contrary to the Alpine Space programme 2009-2014, the project logo is not an individual
project logo but is linked to the corporate design of the European Territorial Cooperation
(Interreg) and the Alpine Space Programme. Therefore the Logo is made of

the EU emblem,

the reference to the European Union,

the Interreg Alpine Space mention,

a reference to the project.
<Project name plus optional design element>
The logo must be featured on all promotional material, presentations, print material, or
any other communication activity that the project organizes. This includes not only
promotional material but also documents such as invitations, presentations or agendas.
In addition to the project logo, all communication materials and products must display a
statement acknowledging the European Regional Development Fund (ERDF) as a source of
co-funding (ERDF reference). Projects should make sure to insert the following sentence
in all documents and on all products:
“This project is co-financed by the European Regional Development Fund through the
Interreg Alpine Space programme”.
In addition, the value of the project can be enhanced by using the following sentence on
documents and publications; especially when they are addressed to the general public:
“Project selected for co-financing by the European Union”
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COMMUNICATION STRATEGY
PEACE_Alps uses 2 logo versions:
 version with “European Regional Development Fund” written beneath the logo and
 version without ERDF reference.
If a version without ERDF reference is chosen by a partner, the reference to ERDF must
be placed anywhere on the page where the logo is used; but it must be visible and
legible.
logo without ERDF reference
logo with ERDF reference
Logo files in RGB and CMYK colours can be found in the PEACE_Alps project webdepot.
The correct use of the logo can be looked up in the “Corporate design manual” which is
annexed to the Communication Strategy. The logo colours are derived from the European
flag (blue) and the Alpine Space Programme/Priority 2 (green) and must not be changed.
They are the central brand colours of the Interreg corporate design and allow to identify the
brand also beyond the logo in all visual communication. :
Here are the main colours to be used for PEACE_Alps material
colours
RGB
CMYK
HTML
Pantone
blue
R: 0
G: 51
B: 153
C: 100
M: 80
Y: 0
K: 0
#003399
Reflex Blue
green
R: 21
G: 153
B: 97
C: 81
M: 13
Y: 76
K: 1
#159900
347U
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COMMUNICATION STRATEGY
6.1.2
Communication strategy
The communication strategy (CS) was elaborated by PP8, and then discussed and approved
by all partners. The CS indicates objectives, contents, target groups and tools. It provides
corporate design templates.
6.1.3
Project website and social media platforms
In order to increase not only the visibility but also the sustainability of results, project
websites are integrated and hosted on the Alpine Space Programme website as subwebsites with features tailored to project needs. A template structure with the following
subpages is offered by AS to which projects can add further pages and content elements:
 Home
 About
 News - events,
 Project Results,
 Contacts
 Legal notice
The PEACE_Alps website has its own internet domain:
www.peace-alps.eu
A redirection is installed on this domain; because the website is located on the Alpine Space
server with the following original address:
http://www.alpine-space.eu/projects/peace_alps/en/home.
Picture 3
PEACE_Alps website
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COMMUNICATION STRATEGY
There are no costs for the projects to host their websites as this service is offered by the
programme. However, the website has to be filled with content, updated and technically
maintained by the project. A limited number of modules are offered on this website. In case a
project develops a specific product or specific activities, an additional website or online
platform may be developed, - as long as its sustainability is ensured.
PP8 will implement the website and social media platforms according to the Alpine Space
guidelines and steadily fill it with project content. The website will have some pages in PPs
national languages. PP10 will be responsible for translations.
6.2
Publications
PP8 will organize the design and publication of 6 electronic newsletters, a project leaflet, a
final handbook in printed or digital form (e.g. USB-gadget with files) and the production of
videos. PP8 will support other WP outputs regarding design and communication
requirements.
6.2.1
Newsletter
Every 6 months PP8 will produce and disseminate an electronic newsletter. It will be
published in English and in the partners' national languages DE, FR, IT and SI. PP10 will be
responsible for translations.
6.2.2
Project leaflet
PP8 will produce a leaflet to spread out the objectives and project outputs. This publication
will be produced in English and in all PP languages in order to ensure a large dissemination.
PP10 will be responsible for translations.
6.2.3
Project final handbook
An endearing public handbook will summarize the results of the project, especially WPT3
success stories. It will be produced by PP8 in English and in all partner languages and widely
spread out. PP10 will coordinate the translation task.
6.2.4
Project videos and pictures
Video material will be produced by all PPs and compiled by PP8. Short videos will be
published on youtube and linked to the project website. One main project video will be
produced by PP8.
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COMMUNICATION STRATEGY
6.3
Events
All PPs will organize or participate in public events or workshops at local, national, ASA and
European level with presentations of the project or exhibitions booths. In addition, an AS
roundtable discussion and a European final event will be organized. When organising events,
project partners shall apply the greening principles outlined in Factsheet 4.8 on project
greening, see also chapter 7.
6.3.1
Network with other project in ASA
In order to establish contacts with similar projects working on same topics in ASA and to
exchange experiences and best practices, PP8, supported by other PPs, will build up an
informal network with the aim of exploring possible forms of cooperation.
6.3.2
Reports on proceedings of dissemination events
PP9 will collect information about all events where the project was presented and will
produce internal reports on a 6 months basis. Each PP will, at least, take part in 1
national/international event and will organize 1 regional dissemination event.
6.3.3
Final project conference proceedings
PP10 will organize the final project conference to present project results/outputs and give
visibility at European level to stakeholders. PP8 will support the organization with
communication activities. A report with proceedings will be prepared by PP8.
6.4
Promotion material
6.4.1
Project poster
Each project must produce a poster (minimum size A3) with information about the project,
the project logo and information about the ERDF co-funding of the project. This poster must
be displayed at each project participant’s premises, at a location readily visible to the
public, such as the entrance area of a building. PP8 will produce the poster as paper print. In
addition a pdf-file will be provided for the possible production of displays, e.g. roll-up, banner,
beach flag or booth display. The additional displays must be finally produced by PPs.
6.4.2
Report on press release articles and other communication activities
All press release articles and other communication activities will be collected, and a 6monthly communication report will be compiled by PP8.
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COMMUNICATION STRATEGY
6.4.3
Give-aways
Promotional materials may be produced only if they appear to be strictly necessary to project
communication activities and if they clearly serve the objectives of the project communication
strategy. They should respect greening principles (see factsheet “Project greening”) and the
first question that should be asked before the production is: “Do we really need this?”. Their
cost and the quantity produced should be reasonable and justified.
All promotional material must be branded with the project logo and the ERDF.
Products from the following list may be produced if strategically required by the projects’
communication activities:
 Cardboard conference folders
 Note pads
 Pens
 USB sticks (only if the project presentation / material / outputs are uploaded, not
empty)
Items not included in this list may be eligible only if agreed by the JS. The project should thus
contact the JS before making the purchase of such items, in order to receive confirmation
that the relevant costs can be reimbursed.
6.5
Digital activities
The website and social media platforms will be continuously updated. The use of dialogue
oriented platforms, e.g. webinars will be enhanced. PP8 will give an introduction to the use of
animated presentations (e.g. Prezi, pow-toon explainer videos); and to digital live survey
tools.
6.5.1
Short reports on web activities
The website and social media platforms will be continuously updated by PP8. PPs will
contribute with own news, plus use of their own institutional sites. PP8 will compile short
reports on updates and targets reached every 6 months.
6.5.2
Guidelines to digital communication tools
PP8 will introduce and provide a guideline for some communication tools as dialogue
oriented tools, e.g. webinars or youtube-channel, animated presentations, e.g. Prezi,
powtoon animations, digital live survey-tools, e.g. SurveyMonkey
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COMMUNICATION STRATEGY
7
Project Greening
The Alpine Space programme strives to adopt eco- friendly practices for all its daily activities,
especially concerning events and meetings. Both for the programme and for its projects it is
a matter of credibility to get aware of the environmental impact of their activities and to
reduce their ecological footprint. Project participants are thus strongly encouraged to apply
energy efficient and sustainable principles to their activities. In fact, reducing the impact on
the environment can not only add value to a project in terms of credibility, but it can also
result in lower costs.
PP shall therefore apply Factsheet 4.8 on Project Greening. The Factsheets provides a
checklist for organising green meetings/events.
8
Time line of communication activities
WP1 Project Management
A1.1 Internal communication within the
partnership
Project meetings, conference calls,
communication by mail, etc.
x
x
x
x
x
x
x
x
x
x
WP2 Transnational mutual learning - CA
A2.2 innovative moderation at local/AS
level
D 2.2.1 Reports with outcomes of the 5
trainings on mututal learning
WP3 Bottom-up definition of local needs
A3.2 start-up fora
D.3.2.1 Proceedings of start-up-fora
x
A3.3 Involvement of local stakeholders
and Local Authorities
D.3.3.1 Interviews with stakeholders reports
x
WP4 Set-up of centralized supporting
solutions
no communication activities in WP 4
WP5 Engagement Campaign in AS Area
17
x
RP6
7-12/2018
RP5
1-6/2018
RP4
7-12/2017
RP3
1-6/2017
PEACE_Alps
Timeline Communication Plan Draft 1
DRAFT-version 1; 2016-03-11 EE
RP2
7-12/2016
RP1
1-6/2016
Reporting Periods
x
COMMUNICATION STRATEGY
A5.2 Implementing bi-lateral exchange
activies
D. 5.2.1 Exchange Programme and
promotion during EU events
x
x
A5.3 Online helpdesk
D.5.3.1 Online helpdesk for PPs and
beneficiary territorial coordinators
RP6
7-12/2018
RP5
1-6/2018
RP4
7-12/2017
RP3
1-6/2017
PEACE_Alps
Timeline Communication Plan Draft 1
DRAFT-version 1; 2016-03-11 EE
RP2
7-12/2016
RP1
1-6/2016
Reporting Periods
x
x
x
x
x
x
x
x
x
x
x
x
A5.4 Demonstrating engagement and
formulating policy recommendations
D.5.4.1 Policy recommendation,
presentation at 1 EU event
WP6 Communication
D.6.1.1 Project logo
x
D 6.1.2 Communication plan
x
D.6.1.3 Project website and 3 social media
platforms
x
D.6.2.1 newsletter
x
x
D.6.2.2 Project leaflet
x
x
x
x
D.6.2.3 Project final handbook
D.6.2.4 Project video and pictures
x
x
x
x
x
x
D.6.3.1 Network with other project in ASA
x
x
x
x
x
x
D.6.3.2 National or European or AS event
attendance with presentation
x
x
x
x
x
D.6.3.3 Regional Event - dissemination
x
x
x
x
x
x
x
D.6.3.4 Final project conference
proceedings
D.6.4.1 Poster plus pdfs for rollups
x
x
D 6.4.2 Reports on comm.-activites
x
x
x
x
x
x
D.6.5.1 Reports on web activities
x
x
x
x
x
x
D.6.5.2 Guidline for digital communication
tools
x
x
x
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COMMUNICATION STRATEGY
19