national communication and replication plan (d5.4) austria ......national communication and plan ....
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National Communication and Plan 1
National Communication and Replication Plan (D5.4)
Austria Solar
National Communication and Plan 2
LABEL PACK A+
National Communication and Replication Plan (D5.4)
Date, 2015
Deliverable 5.4
National Communication and Plan 3
Work Package leader: BSW-Solar
Authors: Austria Solar/Renate Fuchs-Schreiber
National Communication and Plan 4
LABEL PACK A+
National Communication and Replication Plan for Austria Solar
Contents
Introduction ............................................................................................................................................. 5
Dissemination in Country X ..................................................................................................................... 5
Objectives ............................................................................................................................................ 5
Target groups ...................................................................................................................................... 6
Communication channels .................................................................................................................... 9
Messaging .......................................................................................................................................... 12
Special focus groups: Focus on installers and consumers ................................................................ 13
Planning ............................................................................................................................................. 16
Budget ............................................................................................................................................... 19
Monitoring the communication and dissemination achievements ...................................................... 19
National Communication and Plan 5
Introduction
• Short summary of goal of national activities
• Objectives of national activities
• Stakeholders of national activities
Dissemination in Country Austria
Objectives
The communication at national level will have as an objective to ensure the right involvement of all the relevant players in the market along the chain. Those actors will be particularly needed to constitute and test the online application on product fiche information and calculation tool. It will also serve to promote the outcome and deliverables at national level amongst all the target groups.
National Communication and Plan 6
Target groups
The communication strategy will take into account that the project is addressing different target groups. The project aims to reach the following groups as critical for the success of the package label:
- Experts who can contribute to the development of databases and publication materials through their technology or industry knowledge
- Installers of solar thermal systems as experienced intermediaries as well as installers of heating systems who not regularly use solar thermal products
- Multiplier organizations, energy consultants who interact with producers, distributors or end consumers
- Commerce chambers, who interact with foreign companies, namely working in the heating market, that will enter the market and should be invited to use the Label Pack A+ platform
- Municipalities and public institutions dealing with energy related issues - Media representatives - National associations of heating industry, energy efficiency and buildings & construction - Other companies than installers - End consumers via consumer protection agencies, energy agencies and other market
stakeholders
For Austria Solar the following target groups will have to be taken under close consideration:
• Installers: Members of Austria Solar and the plumbers who are SolarPartners (membership “light”)
• Municipalities and public institutions dealing with energy related issues: especially umbrella
• organisations of the utility management and energy supply.
• National associations of heating industry, energy efficiency and buildings & construction: namely our member-organisations of industry and of research and development.
• Other companies than installers: building firms (private and non profit)
• End consumers via consumer protection agencies, energy agencies and other market stakeholders
National Communication and Plan 7
The participating countries have indicated the following stakeholders:
Experts
MULTIPLIER Organisations,
Energy Consultants
MULTIPLIER Media
MULTIPLIER Fairs, Events
Companies Installers End consumers Others
DE Solar thermal
work group within BSW-
Solar, DSTTP
ZVSHK ZdH
Verbraucher-zentralen
IHK DGS BDH
DENA BEA BWP
Sonne Wind Wärme SHK SBZ
Solarpraxis Photon
different heating
journals
ISH Intersolar
OTTI Symposium E-world energy & water
Hannover Messe RENEXPO
Berliner Energietage Forum Solarpraxis
Intern. Handwerkermesse
München EU PVSEC
Woche der Sonne
Members of BSW-Solar, BDH and VDZ
Members of ZVSHK and their regional associations
Verbraucherzentrale Bundesverband,
Verbraucher-zentralen in den Bundesländern
BSW working groups
Test labs /
certification bodies
Training entities
PT AFIQ DGEG LNEG ISQ
Energy agencies municipalities
Technical and general magazines
CONCRETA TECTONICA
SIL
BOSCH BAXI ROCA APISOLAR associates
AIPOR Magazine "O Instalador"
DECO Portal do consumidor
CERTIF
FR Enerplan Solar
thermal board
membres & Uni-clima members
ADEME and “Points
renovation info service” network
Plein Soleil and other technical (heating, building) journals
Interclima +Elec
Etats Généraux de la Chaleur Solaire
Others faires or event if relevant
All solar thermal manufacturers
gathered in Enerplan, Uniclima
and the SOCOL initiative (Enerplan)
Qualit’EnR and the QualiSol network
Qualit’EnR affiliate training centers
Others solar thermal installers
ADEME
UFC Que choisir
Test labs or certification
bodies : BELENOS, CERTISOLIS, CSTB, COSTIC, CERTITA
National Communication and Plan 8
Experts
MULTIPLIER Organisations,
Energy Consultants
MULTIPLIER Media
MULTIPLIER Fairs, Events
Companies Installers End consumers Others
IT ENEA Politecnico di Milano
EURAC RESEDA
MDC Qualenergia, GT Termoidraulico,
lanuovaecologia.it, Technical and general
magazines
Ecomondo, Solarexpo MCE Expocomfort
SAIE Bologna, klimaenergy (2017), klimahouse, eventi
legambiente su temi energetici,
…ASSOLTERM… ASSOTERMICA
associaz termotecnica, comitato termotecnico
italiano, CNA Confartigianato
Altroconsumo Federconsumatori Confconsumatori
UK Chris Roberts
Stuart Elmes STA Solar Thermal Working Group
SEA REA HHIC MCS RECC
Training providers
Solar Power Portal Business Green
Renewable Energy Installer
other Media
SEUK Ecobuild
Ideal Home Show Grand Designs Live
Building shows
STA Member-ship HHIC member-ship
STA Member-ship MCS Solar Thermal
member-ship RECC Membership
Which? EST
DECC
AT AS: work group
Qualitätand AS Güte-
siegel comission
EEÖ DVEK
Umwelt und Bauen
klima:aktiv Österr.
Klimafond ARGE EBA
Steuerungsgruppe RMSW25 Task Force
Energiewende Energieagenture
n der Länder Tina VIE
Sonnenhaus Österreich
SSW Der Installateur
Spengler Fachmagazin WKÖ Branchen Info
EcoQuent Energie u Bau sBausparkasse
Magazin
different other Print + emedia
Energiesparmesse Wels Häselbauer Messe KLU Architekur Messe VIE
Intersolar ISH
Members of AS and Sonnenhaus AUT Solarpartner AS
WKÖ Innung der der Heizungs- und
Klimatechniker u die Landesorg.
VKI AK
Bundes- u Landesorg.
ASTTP AEE Intec
AIE AEA
National Communication and Plan 9
If the communication has general relevance for all target groups, a newsletter distribution can help to reach them efficiently; otherwise specific newsletters / mailings have to be sent out.
Municipalities, namely the signatories of the Covenant of mayors, should also be aware of the project’s existence. They can provide important links to the community and deliver guidance to the end-consumers. Moreover, they can act by example and by including the reference to the heating equipment energy efficiency class in public procurement processes.
Communication channels
The dissemination concept is a multiplier approach. The project results will be communicated amongst the target groups in order to stimulate further dissemination. Channels to be used are:
- Direct marketing: Newsletters, twitter news and prepared texts for external newsletters (rather included in a mailing)
- Background and promotional material: flyers, reports, roll-ups - Press relations: releases, articles. (Limited due to budget: tv and radio) - Centralized online communication: internet, online-videos - Personal communication: Workshops, talks, lectures / conferences, webinars, presentations
Using these channels either means to address specific target groups specifically via personal communication or direct marketing or to provide communication with general interest for all target groups such as online communication or newsletters.
For Austria the following communication channels target groups will have to be taken under close consideration:
- Direct marketing: Newsletters and Facebook - Press relations: editorial articles - Centralized online communication: homepage - Personal communication: workshops, conferences, European Solar Day in Austria
National Communication and Plan 10
The national partners have specified their main communication channels that shall be preferred to reach the multiplying stakeholders:
Experts
MULTIPLIER Organisations,
Energy Consultants
MULTIPLIER Media
MULTIPLIER Fairs, Events
Companies Installers End consumers Others
DE meetings Mailing Flyer
Mailing Press realease
Background Discussions Interviews
Flyer Talks
Workshops Lectures
Mailing Software
Newsletter
Mailing Software Hardware
Flyer
Flyer Mailing
PT meetings flyers
flyers mailing
email help desk
articles both for
professionals and the general public
institutional webpages
flyer parallel conferences at
the event
mailing flyers
dedicated mailing technical articles in technical magazines
websites workshops
tv spots radio spots
dedicated mailings general magazines
institutional webpages
mailing
FR Meetings Direct
emailing
Emailing Flyer
Emailing Press release
Conference Leaflets
Presentation
Meeting Emailing
Newsletter
Emailing Newsletter (soft &
print) Training content
(videos or brochures) Workshop
Press conference Flyers
Emailing
IT Directly, invitation
letter, meeting
invitation letter, meeting
Press realease, advertising, articles for
technical and general journal
Flyer, conferences, brochure, informative
panels,
invitation letter, meeting
invitation letter, meeting
Informative and social campaigns, flayer,
brochure
UK Directly via email Meetings
Directly via email Meetings
Write articles/blogs for
them
Directly via email to speak at events
Mailing lists (send initial email, then
follow up)
Mailing lists (send initial email, then
follow up)
Mailing list and website content
Directly via email
National Communication and Plan 11
Experts
MULTIPLIER Organisations,
Energy Consultants
MULTIPLIER Media
MULTIPLIER Fairs, Events
Companies Installers End consumers Others
AT experts DMailings, Info Grafik, news letter,
blogs,
Interviews, press releases, personal
contacts,
Printed informations, Workshops, discussions
Newsletter, www.solarwärme.a
t, direct mailngs, blogs
Official communication canchels of the
chamber of commerce
News VKI, AK Magazin, Info flyer
Direct Mails
National Communication and Plan 12
Messaging
The communication strategy respects the criteria of maximum reach, efficiency and channel adequacy for the target group. The messaging shall follow the principles of attractiveness and relevance for the audience as well as the general news value. Consequently, communication events are mainly triggered by project results and milestones (push communication), as well as surfing on external occasions such as predetermined conferences and trade fairs (pull communication). For push communication, it is indispensable to have a coherent set of messages that are used in all channels. Indispensable elements of this set of messages are in hierarchical order (from general to project specific):
• The implementation of the package label can be eased up
• The package label is important for consumers, as it will improve information on options
• The package label tools provided by LPA are important for installers – it helps then comply with obligation and better serve costumers
• The tools and trainings of labelpackA+ help every market player to be more successful
• Solar thermal should always be part of a heating system
• Solar thermal technology gives an ecologic upgrade to the energy label
Those milestones should be bundled in active communication events that are managed or even prepared centrally and executed either centrally or locally. The communication shall follow a regular scheme for conveying the idea of continuity and relevance for the reader. The events shall be at least done quarterly. Twitter shall always be part of the formats. The communication events shall be executed according to the following news plan. Contents and formats may be enhanced due to national needs. In order to increase the attractiveness of contents, other news on markets, policy and technology may be included in the newsletters and the other content driven formats.
Communication event
(“news”) Due Contents Formats Responsible
National kick off
26th Sept 2015
National Websites (D5.5., 7) National Label Pack Brochures (D5.6., 7) Online web platform (D2.2., 8) incl. handbook Event calendar
Press releases LPA newsletter prepared text for external newsletters Prepared articles Online-videos Webinar
National partners
Support available
End of Jan. 2016
National Help desks (D3.3., 10) National Training and information material (D3.5., 11) Event calendar
Press releases LPA newsletter prepared text for external newsletters Webinar
National partners
National Communication and Plan 13
Communication event
(“news”) Due Contents Formats Responsible
National learnings
End of March 2017
Report on national roadmaps (D3.8., 25)
LPA newsletter Press release Prepared articles prepared text for external newsletters
National partners
Special focus groups: Focus on installers and consumers For the project, installers and consumers communication is vital. Due to this special attention is provided to those two groups: Installers Communication channels: Installers will be approached via the following channels.
- Mailing contact to the partner installers (SolarPartnes) via special addressed information - Personal contact on fairies - Using network contacts via plumbers guild
Material available: The following material appears to be important for the installers:
- Posters - Lists of arguments for explaining the importance of the energy label concerning solar
thermal collectors - Folder addressing the plumbers and consumers
Consumers Communication channels: Consumers will be approached via the following channels.
- Mailing contact via Austria’s consumers organisation using their network - Personal contact within the European Solar Days in Austria - Personal contact on fairies
Material available: The following material is important for the consumer and has to be produced.
- Folder addressing the consumers and plumbers
National Communication and Plan 14
Overview of deliverables and communication events
D
N
O t
S
A
J l
J
B S
B S W B S W
1st year Label Pack
Summer news
Autum news
N P ' s
Mid Oct
M
A
M
F b
J
End
End Jun
National helpdesk (D3.3.,10) National training and info
Construction of
advisory board
(D6.2.,12) Pil t
Hitherto project results Reach / usage of
tools
Event calender Updates on the online
database
End Jan
Support available
20
Deliv
N
20
EU website (D5.2)
Dec
Nov
Oct
Sep
Aug
Jul 2015 Jun
EU communication material: EU brochure
and communication material
National website (D5.5.,7)
National Label Pack
broschures (D5 6 7)
EU training and
information package (D2.4.,8)
Event calender
N S P
B S W B S W B S W
Start Sep
26th Sep
End of Oct
End Jun
May
Apr
Mar
First guidelines
d
National kick off
First material
il bl
First guidelines
d
Delivera
Ne
National Communication and Plan 15
D
N
O t
S
A
J l
J
B S W
Show down
M
A
M
F b
J
Feb
Final publishable report
(D1.5.,36)
20
Deliv
N
Legend: Press release LPA newsletter Prepared text for external newsletter Prepared articles Online Videos
D
N
O t
S
A
J l
J
B S
B S W N S P ' s
National learning
Summer news
ErP learnings
End Sep
M
A
M
F b
J
End
End Jun
Report on national
roadmaps (D3.8,25)
Hitherto project results Reach / usage of
tools
Recommendations
on "package
label" implement
20
Deliv
N
B S W
Christmas news
Dec
Event calender The new
ErP directive about to
National Communication and Plan 16
Planning
Planning is two-fold, based on “push” and “pull”: For preparing the push-communication, messaging has to be thoroughly prepared for the moment of distribution. With regard to the above communication events (“news”), the according planning process should respect the following steps:
- Establishment of distribution lists the level of national partners, including address integration by newsletter registration from the LPA-website(s)
- Regular updating of distribution lists - Establishment of social media formats such as twitter channel(s) - Preparation of templates in accordance with the CD in order to execute newsletter and press
activities consistently and efficiently - Preparation of promotional material which summarizes the project results - Extraction of key insights from the deliverables for public usage at the moment of finalization - Setting of exact timing of communication event - Execution of messages according the above “news” plan - Monitoring of reach and feedback
In the field of pull communication, it is essential to identify the most relevant events for the target groups and to get involved in those occasions with the LPA-messages. The corresponding planning process should respect the following steps:
- Preparation of presentation masters and regular update of the charts in accordance with the project progress
- Identification of relevant events such as trade fairs and conferences - Contacting the program organizers at least 5 months before the event - If necessary, participation in the “call for papers” for the event - Agreement on title, speaker, travel costs and promotional material (roll-up, brochures)
during the event - Insertion into the LPA event calendar (website / newsletter) - Other direct marketing which promotes the event through the partner’s channel - Usage of latest presentation contents - Collection of business cards and direct contacts for enhancing the distribution list
National Communication and Plan 17
The following national events have been identified for integration of LPA outcomes and activating participants
2015 2016 2017 2018
DE March: ISH May: ST-Otti-Symposium June: Intersolar Europe June: Week of the Sun October: RENEXPO November: Forum Solarpraxis Other: ZVSHK general assembly Intl: SHC Conference Istanbul
Feb: Internationale Handwerkermesse Munich April: E-world energy & water April: Berliner Energietage May: ST-Otti-Symposium June: Intersolar Europe June: Week of the Sun October: RENEXPO November: Forum Solarpraxis Other: ZVSHK general assembly
Feb: Internationale Handwerkermesse March: ISH April: E-world energy & water April: Berliner Energietage May: ST-Otti-Symposium June: Intersolar Europe June: Week of the Sun October: RENEXPO November: Forum Solarpraxis Other: ZVSHK general assembly
Feb: Internationale Handwerkermesse May: ST-Otti-Symposium June: Intersolar Europe
PT October: SIL (Real state fair in Lisbon) November: Concreta (Porto) October Green Fest (Estoril)
March: Green Business Week March: Feira do Ambiente e Energia de Ponte de Lima May: Tectónica May: Fórum de Energias Renováveis (Moura) October: SIL (Real state fair in Lisbon) November: Concreta (Porto)
March: Green Business Week March: Feira do Ambiente e Energia de Ponte de Lima May: Tectónica May: Fórum de Energias Renováveis (Moura) October: SIL (Real state fair in Lisbon) November: Concreta (Porto)
FR National plan : October: Etats Généraux de la Chaleur Solaire November 2015: Interclima+Elec Regional plan : No relevant event identified at the moment
National plan : No relevant event identified at the moment Regional plan : No relevant event identified at the moment
National plan : No relevant event identified at the moment Regional plan : No relevant event identified at the moment
National plan : No relevant event identified at the moment Regional plan : No relevant event identified at the moment
National Communication and Plan 18
2015 2016 2017 2018
IT October 14 – 17: saie energia November: ecomondo
Jan: 28 – 31: klimahouse March 16-18: mostra convegno expocomfort April: solarexpò October: saie energia November: ecomondo
Jan: klimahouse March: Klimaenergy April: solarexpò October: saie energia November: ecomondo
Jan: klimahouse March 16-18: mostra convegno expocomfort April: solarexpò October: saie energia November: ecomondo
UK September: Heating & Renewables Roadshow October: Solar Energy UK November: PHEX
April: Ecobuild April: The Green Building Roadshow ecoSHOWCASE May: Installer 2016 June: ECO TECHNOLOGY SHOW 2016 September: Heating & Renewables Roadshow October: Solar Energy UK November: PHEX
April: Ecobuild April: The Green Building Roadshow ecoSHOWCASE May: Installer 2016 June: ECO TECHNOLOGY SHOW 2016 September: Heating & Renewables Roadshow October: Solar Energy UK November: PHEX
April: Ecobuild April: The Green Building Roadshow ecoSHOWCASE May: Installer 2016 June: ECO TECHNOLOGY SHOW 2016 September: Heating & Renewables Roadshow October: Solar Energy UK November: PHEX
AT Energiesparmesse Wels 1st information ASTTP Workshop Steuerungsgruppe RMSW25 Training WKÖ Training AIT ARGE EBA GV AS Tag der Sonne e5 Gemeinden Kllima- Energie Modell Regionen
Energiesparmesse ASTTP Workshop Steuerungsgruppe RMSW25 Training WKÖ Training AIT ARGE EBA Tag d Sonne Hauselbauermesse KLU Architektur u Bau VIE Fachkonkress (anhängen) e5 Gemeinden Kllima- Energie Modell Regionen
Energiesparmesse Wels 1st information ASTTP Workshop Steuerungsgruppe RMSW25 Training WKÖ Training AIT ARGE EBA Tag d Sonne Hauselbauermesse KLU Architektur u Bau VIE Fachkonkress (anhängen) e5 Gemeinden Kllima- Energie Modell Regionen
Energiesparmesse Wels ASTTP Workshop Steuerungsgruppe RMSW25 Training WKÖ Training AIT ARGE EBA Tag d Sonne Hauselbauermesse KLU Architektur u Bau VIE Fachkonkress (anhängen) e5 Gemeinden Kllima- Energie Modell Regionen
Both, for push and for pull communication, promotional material is required that describes the project including objectives, forms of participation and benefits.
This material has to be produced centrally and to be adapted locally. The corresponding work packages are:
- National Label Pack Brochures (D5.6., end of September 2015) - Update of the brochures after national roadmaps are finished (months 25)
National Communication and Plan 19
The communication material - which is not equivalent to the training material produced in WP 3 - should showcase the LPA-project in a compact manner, resulting in the following formats:
1. Project flyer with the project outline (objectives, form of participation, available communication channels, benefits). Purpose: activating stakeholders to participate in the project, to register for newsletter and to use the project services.
2. Roll-up for trade-fairs and conferences
3. Update of project flyer with project outlines and – new - results. Due date: March 2017
Budget
For all communication activities such as messaging, material production and translation of websites the grant agreement foresees direct costs that can be spent to implement the above formats. Each partner has to ensure that the minimum of these 3 formats can be financed by the according budget:
In EURO ESTIF BSW ADENE
ENER-PLAN
ASSOL-TERM
STA Austria Solar
API-SOLAR
DECO Legam-biente
Dissemination and communication (rollups, flyers)
8.000 12.000
6.000 7.500 7.500 7.500 2.000 5.000 2.000
Translation of website
0 3.000 3.000 3.000 3.000 0 3.000 0 0 0
Promotion & Advertising
0 7.000 0 5.000 5.000 5.000 5.000 3.000 0 0
Monitoring the communication and dissemination achievements
To assure the effective implementation of the communication plan at the different levels, European and National, its’ essential to monitor the quality and number of the dissemination initiatives.
Quantitative monitoring will be based on the following data:
• Analysis of general and national project website statistics, including download of relevant project documents;
• Number of participants at the Label Pack A+ communication actions;
• Number of stakeholders (relevant entities) at Label Pack A+ local communication actions;
• Number of articles published in journals.
Qualitative monitoring will be carried out as follows:
• Satisfaction questionnaires for the events directly organized by the project partners;
• Satisfaction assessments to the stakeholders involved, namely in the NSP;
• Feed-back loop through Label Pack A+ website and social networks.
National Communication and Plan 20
21