communication strategy peace alps - alpine space · communication strategy peace_alps 30.06.2016...

Communication Strategy

PEACE_Alps

30.06.2016 Version 1.0

Author 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

1

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


2

Table of Contents

1 Overview ....................................................................................................................... 4

1.1 Aim and objectives .................................................................................................. 4

1.2 Management related communication ....................................................................... 4

1.3 Thematic and result related communication ............................................................ 5

2 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 Communication objective: increase knowledge ................................................ 6

2.3 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

3 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


3

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


4

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.


5

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


6

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


7

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 institu-

tions (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.


8

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


9

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

Picture 1 The slogan refers to the “why” – question of the project

5 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.

how

what

why

what

what


10

Picture 2 PEACE_Alps communication strategy


11

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.

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”

<Project name plus optional design element>


12

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


13

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 sub-

websites 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

http://www.peace-alps.eu/

http://www.alpine-space.eu/projects/peace_alps/en/home


14

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.


15

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 6-

monthly communication report will be compiled by PP8.


16

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


17

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

Reporting Periods

PEACE_Alps Timeline Communication Plan Draft 1 DRAFT-version 1; 2016-03-11 EE R

P1

1-6

/20

16

RP

2

7-1

2/2

016

RP

3

1-6

/20

17

RP

4

7-1

2/2

017

RP

5

1-6

/20

18

RP

6

7-1

2/2

018

WP1 Project Management

A1.1 Internal communication within the partnership Project meetings, conference calls, communication by mail, etc.

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

x x x x x

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 x

WP4 Set-up of centralized supporting solutions

no communication activities in WP 4

WP5 Engagement Campaign in AS Area

http://www.alpine-space.eu/project-management/project-implementation-handbook/4.8_factsheet_project-greening.pdf


18

Reporting Periods

PEACE_Alps Timeline Communication Plan Draft 1 DRAFT-version 1; 2016-03-11 EE R

P1

1-6

/20

16

RP

2

7-1

2/2

016

RP

3

1-6

/20

17

RP

4

7-1

2/2

017

RP

5

1-6

/20

18

RP

6

7-1

2/2

018

A5.2 Implementing bi-lateral exchange activies D. 5.2.1 Exchange Programme and promotion during EU events

x x x x x

A5.3 Online helpdesk D.5.3.1 Online helpdesk for PPs and beneficiary territorial coordinators

x x x

A5.4 Demonstrating engagement and formulating policy recommendations D.5.4.1 Policy recommendation, presentation at 1 EU event

x x

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 x x x x

D.6.2.2 Project leaflet x x

D.6.2.3 Project final handbook x x

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

D.6.3.4 Final project conference proceedings

x x

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


19

communication strategy peace alps - alpine space · communication strategy peace_alps 30.06.2016...

Documents