1
Communication Strategy
and Visibility Guidelines
Development of a Communication Strategy
The development of the MARIE Communication Strategy (MACS) is fundamental to create the
necessary snowball effect integrating all the Building Energy Efficiency (BEE) public and private actors
in Mediterranean.
In this sense, the main overall objective of MACS is to create the communication fundaments for the
implementation of the MARIE’s capitalization measures in order to ensure the coherence and
effectiveness of the communication activities and the appropriate dissemination and visibility.
The Communication Strategy:
o
o
o
o
o
o
It is transversal
For internal and external communication
With a comprehensive publicity plan
Includes the Information and Training Program
Will include the Associated Partners Platform
Will be present in the Social Networks, like Facebook or Twitter
Hereby is outlined the Communication Strategy’s main elements.
1.
2.
3.
4.
5.
The specific objectives
The target groups
The messages and actions
Tools and materials
The expected results
1. Objectives of the MARIE Communication Strategy
The purpose of the communication strategy is to contribute to the achievement of the MARIE’s
objectives. To this end, the following communication specific objectives have been identified:
o
o
o
o
o
To create an innovative and attractive image associated to the promotion of BEE in the
Mediterranean.
To facilitate the engagement and participation of MARIE partners and associated
organizations in the construction of MEDBEES Strategy.
To disseminate and increase the awareness levels of civil society related to BEE
improvement, facilitating tools for interaction and clarification.
To program training facilities to reach high quality professional training levels in order to
facilitate the MEDBEE Strategy implementation.
To bolster the market and improve competitiveness of Innovative Building EE measures.
Communication Strategy and Visibility Guidelines
28 July 2011 - Pg. 2 of 8
2. The target groups
Identifying the audience is crucial so is to choose the most effective ways of communication. The
identified target groups are the following:
Public entities: Local and regional public authorities and policy makers
Private companies and professionals: Suppliers of building materials, systems, services and
technologies related with BEE, constructors and promoters, professional services, architects,
engineers and experts. Real state agencies are also an important target group.
Civil Society: Universities, institutions and Technology Centers, NGO, population in EU Medspace who should learn to develop good practices to benefit from improved living and
working conditions in EE buildings.
Depending on the target group the specific communication tools will be selected.
3. Messages and actions
Overall message: Towards Energy Efficiency in the Existing Mediterranean Buildings.
Specific actions for each target group should be designed:
Actions directed to the regional housing public authorities and policy makers:
To facilitate the engagement and participation of Mediterranean public authorities in the
agreement of a common MEDBEE Strategy.
Actions directed to suppliers of building materials, systems, services and technologies related with
BEE, constructors and promoters, professional services, architects, engineers, experts and Real State
agencies.
To create a favourable scenario for the involvement of private companies and
professionals in the MEDBEE strategy.
Actions directed to the Civil Society
To develop a general awareness about the importance of EE in Buildings.
These goals shall provide the core content of any tool such as the joint brochure, the website, etc.
Communication Strategy and Visibility Guidelines
28 July 2011 - Pg. 3 of 8
4. Tools and Materials
The tools that shall carry the message to the audience are the following:
Activities:
Advisory Group: Three events (one for year) with competent public authorities at EU and
National level. In these meetings the participants will receive all the information produced by
MARIE and will contribute to the general strategy of the project.
Scientific Group: Three events (one for year) with scientific representatives of the nine MARIE
countries. Will produce an interaction with the project and guaranty the quality of the outputs.
Forums of Regions and Cities: Three events (one for year) opened to all MED Regions and Cities.
The first one will take place in October 2011 and will be included in the Annual Med Program
Conference in Barcelona. The idea is to organize the Forum in collaboration with Elih-Med
project in order to reach the maximum audience and dissemination effect.
Associated Partners Platform Conference
Will be held in Malta in 2013, and should consolidate all the work done by the Associated
Partners Platform (APP) during the first three years of MARIE. This Conference should also
prepare the organization needed to capitalize the project after its conclusion.
Closing Conference.
One event scheduled for 2014 in Barcelona to close the project and start up the different
structures and tools created and included in the MEDBEE Strategy.
Participation in External Events
Different events as Costrumat, or others along the Mediterranean countries, will be
considered for action in order to integrate the project objectives into the national networks
included in the APP. These events are not scheduled for the moment.
Materials (among others):
Press Release: Written communication to announce something that has specific value (for
example, the MARIE Kick-off meeting, the MARIE Forum of Regions and Cities, APP
Conference, Closing conference…).
The press releases shall be disseminated and published in local newspapers, magazines,
social networks, websites, radio, TV, etc.
Set of Brochures: Two pamphlets, the first one for advertisement and dissemination among
the three MARIE target groups, should incorporate information about the MARIE project
(objectives and brief description, envisaged results, etc.) as well as about the partners. The
Communication Strategy and Visibility Guidelines
28 July 2011 - Pg. 4 of 8
first brochure will be published before the MARIE Forum of Regions and Cities. The second
one should be ready for the Malta Conference in 2013 and will explain the results obtained
during the first 2 years of the project.
MARIE Web tools: Three interconnected main web tools are envisaged:
1. The official website with public access, containing information and news about the MED
PROGRAM, on the MARIE project, the partners involved and the outcomes. It will contain
additional information on the project outputs and will be designed to provide interaction
with the general building’s users.
2. The social networks presence through pages and accounts, linked with the official
website.
3. The MARIE Associated Partners interactive web tool will incorporate all types of
information to facilitate communication with the Associated Partners.
4. The Intranet, for internal communication among partners and access to all kinds of
relevant information.
The main features of the Intranet will be:
o Document Upload/Download.
o Forum for discussion online among partners.
o Calendar, timetables, planning of activities, etc.
5. The Information and Training Platform, with a comprehensive information of all different
target groups and levels of knowledge, quality guidelines that apply to all the education
units and general information about each piece of learning material.
Image and logo: Concerning the visibility and identification of the MARIE project, there are
formatting rules to be followed by all partners. The logo, the project image, colours, fonts,
presentation & templates will be designed.
The financial resources made available for the implementation of such strategy are as described in
the budget of the application form.
Communication Strategy and Visibility Guidelines
28 July 2011 - Pg. 5 of 8
5. Expected results
It is important to remark that the preparation of the MARIE Communication Strategy is considered as
subtask in the WP2 description. The partners involved in the WP2 will be co-responsible for the
implementation of the MARIE Communication Strategy.
Nevertheless, active involvement of all MARIE consortium partners will be sought throughout project
execution, each having a particular role as an information multiplier (e.g. in the dissemination of
press releases, in the organisation of regional dissemination events).
The MARIE Communication Strategy should reach as its main result the involvement of the most
important target groups related to BEE in Mediterranean in a new dynamic to increase the
implementation of building’s energy renovation process.
The Communication Strategy will be reviewed every year by the Steering Committee under the
direction of the WP Coordinator.
Communication Strategy and Visibility Guidelines
28 July 2011 - Pg. 6 of 8
Communication Results & Indicators.
European institutions towards which
communication tools will be disseminated
12 (target structures for communication tool
dissemination)
State Administrations towards which
communication tools will be disseminated.
28 (target structures for communication tool
dissemination)
Local and Regional Authorities towards which
communication tools will be disseminated.
140 (target structures for communication tool
dissemination)
Other Public and semi-public bodies towards
which communications tools will be
disseminated.
Private sectors towards which communications
tools will be disseminated.
76 (target structures for communication tool
dissemination)
General Public towards which communications
tools will be disseminated.
30 millions (target structures for communication
tool dissemination)
Specific Project Partners towards which
communications tools will be disseminated.
Number of website developed
12 (target structures for communication tool
dissemination)
2 (website)
Number of connexion to the websites
89 (connexions to website)
Number of targeted communication actions
carried out by the partnership: events, seminars,
conferences, exhibitions.
78 (communication action)
European institutions concerned by
communication actions
State Administration concerned by
communication actions
Local and Regional Authorities concerned by
communication actions
12 (target structures for communication actions)
Other Public and semi public bodies concerned
by communication actions
68 (target structures for communication actions)
Private sector concerned by communication
actions
General Public concerned by communication
actions
1500 (target structures for communication
actions)
30 millions (target structures for communication
actions)
Specific Partners concerned by communication
actions
7 (target structures for communication actions)
Number of press releases: project’s visit, press
workshop, press conference, press release
120 ( project’s visit, press workshop, press
conference, press release)
Number of articles published
(press)/broadcasted (radio/television)
5 articles published/broadcasted
Communication Strategy and Visibility Guidelines
531 (target structures for communication tool
dissemination)
18 (target structures for communication actions)
86 (target structures for communication actions)
28 July 2011 - Pg. 7 of 8
Visibility Guidelines
The visibility guidelines are based on the specifications from the MED Programme Manual on
publicity requirements.
The main requirements are:
•
•
For Publications (press release, joint brochure)
European flag with ERDF mention “Project co financed by European Regional Development
Fund”.
•
MED Programme Logo
Communication Strategy and Visibility Guidelines
28 July 2011 - Pg. 8 of 8