Communication Plan - seap-alps.euseap-alps.eu/download/CY2ec7c01eX13f759ec6d1X39ed/WP3_rep... ·...

Communication Plan

18.06.2013 Version 2.2

Author Ellen Esser

Organization PP10 - EWO

SEAP_Alps

Supporting Local Authorities in the Implementation of Sustainable Energy Action Plans in the Alpine Space Area

Project reference No. 4-4-3 IT

Priority 3 – Environment and Risk Prevention

Project duration: 01.10.2012 – 31.05.2015

Communication Strategy

1

Short Description

This document defines and describes the communication plan of the project.

Document Details

Project SEAP_Alps

Supporting local authorities in the implementation of Sustainable Energy Action Plans in the Alpine Space

Action WP 3 – action 3.1

Deliverable YES: WP 3 - 01

Due date Project Month 3 (12/2012)

Delivery date

Dissemination PP

Origin PP 10 - EWO

Author Ellen Esser – [email protected]

Version Date Author Organization Description

V1.0 12.11.2012 Ellen Esser EWO 1st version

V2.0 12.12.2012 Ellen Esser EWO 2nd version




2

Table of Contents

1 Strategic Overview ......................................................................................................... 3

2 Situation Analysis ........................................................................................................... 3

3 Objectives ...................................................................................................................... 5

4 Target Groups ................................................................................................................ 5

5 Messages ....................................................................................................................... 6

6 Tactics ............................................................................................................................ 6

7 Media ............................................................................................................................. 7

8 Timeline of communication actions ................................................................................. 8

9 Publicity Guidelines ........................................................................................................ 9

10 Responsibilities .............................................................................................................. 9

ANNEX 1 Table Timeline of Communication Plan ...............................................................10

ANNEX 2 Styleguide ...........................................................................................................11


3

Communication Plan

1 Strategic Overview

The project SEAP_Alps focuses on the evaluation, development and implementation of

sustainable energy action plans (SEAP). In order to promote these goals it is essential that

local and regional authorities of the project partner (pp) countries as well as the public will

support and get involved in the project. Therefore it will be the major goal of the

communication plan to ensure that the project ideas and objectives will be spread among all

stakeholders of this project in a well structured and strategic way.

The strategy comprises basically three columns: A website will serve as the major channel to

inform stakeholders and public about the project’s progress. Secondly, brochures and other

publications (e.g. handbooks, guidelines etc.) will be disseminated in order to provide more

detailed information to municipalities and to the public. Finally, Workpackage 3 (WP 3)

activities focus on the promotion of the project on a local, regional and European level

through media involvement during public events. Since good communication between project

partners (pp) is vital to ensure that information is shared in a timely and effective way, the

communication plan lays also the foundation for a successful collaboration among project

partners.

2 Situation Analysis

A SWOT analysis was performed, to define the strengths, weaknesses, opportunities and

threats of the project. On the one hand the Project Participants have well functioning

networks with numerous contacts to Local authorities where they have gained much

experience with the implementation of Sustainable Energy Action Plans. On the other hand

they have to deal with different cultural backgrounds, especially with regards to formal

procedures at Local Authorities. In addition the project language English will not be the same

language in which the external communication and contacts will take place.


4

These weaknesses can be overcome by the opportunities that the acquisition and transfer of

national and regional knowledge will provide. Thus, newsletters and brochures can be

disseminated in all national partner languages. In addition there is the chance to promote the

project at a European level during the CoM event, where majors and covenant coordinators

will come together.

Finally, the progress of the project can be delayed if administrative procedures during the

implementation of SEAPs would take more time than originally assumed and planned.

OPPORTUNITIES

- acquisition and transfer of national

and regional knowledge

- dissemination of newsletters and

brochures in all partner language

- promotion of pr4oject at European

level (EU CoM)

THREATS

- administrative procedure for

implementation of SEAPS might take

longer time than foreseen

STRENGTHS

- numerous contacts to local

authorities

- well functioning networks

- partners well experienced with

implementation of SEAPs

WEAKNESSES

- different cultural and political

backgrounds with respect to formal

procedures at Local Authorities

- different languages in internal

(English) and external

communication (national languages)


5

3 Objectives

The overarching goal of this communication plan is to ensure that information is shared with

appropriate audiences in a timely and effective way. The main objectives of the communi-

cation plan are:

to reach a great number of local and regional authorities in order to foster commitment

to energy action measures

to support cooperation between municipalities willing to elaborate a common and

integrated SEAP

to foster collaboration among covenant coordinators of municipalities (CoM) and

municipalities willing to implement SEAPs

to export and promote project outputs on a national level towards other covenant

coordinators, regions, energy agencies and project observers

to promote the project idea in collaboration with the European Energy Award and

Climate Alliance

to raise public awareness for the necessity to address climate change on a local level

to establish an effective and efficient working platform for project partners.

4 Target Groups

The main target groups for communication activities will be:

small and medium municipalities

regional authorities

national and European authorities

covenant coordinators/association of municipalities

selected local and regional target groups

energy, environmental and development agencies

financial organisations (ref. to PPP)

project observers

public in general

media


6

5 Messages

Allow ideas to spread, to create momentum and give impulse to change of behaviour with

respect to the use of energy.

Raise the awareness for the need to adapt to climate change and for the need to act now.

6 Tactics

Crucial to the successful use of project results is the delivery of relevant information by

utilising adequate communication channels. In order to address the main objectives of the

project, the communication plan will focus on continuous communication with all relevant

stakeholders and thus will provide information on local, regional and national level via

newsletters, print material, press release, posters, roll-ups and brochures.

Additionally an e-learning and knowledge platform will serve as a tool for project partners and

interested parties to exchange results and experiences. All project outputs will be available

on the SEAP_Alps public website, which allows the use of results by municipalities, regional,

national and European Authorities, associations, NGO’s, research institutions, media and

general public.

Workshops at local level and the participation at CoM conferences will have a multiplier

effect and will serve as channels to spread project outputs and create awareness for pilot

initiatives.

Effective and fast collaboration between projected partners has high priority. Therefore WP 3

will emphasise this aspect among project participants.

All relevant WP outputs shall be collected at EWO. After preparation according to

communication guidelines, outputs will be thoroughly documented and published. For

external communication of outputs, the communication foresees the use of digital and print

media as well as workshops and conferences.


7

7 Media

Website

The basic media through which the broader public and stakeholders will be constantly kept

informed about the activities, background information, working papers, events, frequent news

and updates will be the SEAP_Alps website (www.seap-alps.eu). The site will provide

information about the objectives of the project, workpackages, partners, observers, the

support given by the Alpine Space Programme, news and events and general media

information. Relevant knowledge and testing tools will be gathered on a training platform for

e-learning purposes.

The project website will be designed in English, but selected pages will be translated and

provided in the partners’ languages French, German, Italian and Slovenian.

Additionally, an internal project website will serve as communication platform for project

partners. The structure will enable partners to share, discuss, revise and document papers

and reports. A database will provide lists of contacts that will be used for dissemination of

communication material and newsletters.

Newsletter

A newsletter will be launched at least biannually containing a summary of the latest news

and events. The newsletter will provide a link to the SEAP_Alps website where the complete

articles can be read. The newsletters will be written in English and translated and reviewed in

the partners’ national languages. Afterwards, it will be disseminated in all national languages.

Project brochure

For initial contacts with municipalities, regional authorities, energy agencies and covenant

coordinators a project brochure will be produced. It will provide general information,

objectives and goals of the SEAP-Alps project and will outline the support of the project by

the Alpine Space Programme and the Regional Development Fund. During local events the


8

brochure will serve as promotional material. Therefore, the project brochure will be produced

not only in English but in all partner languages.

Project handbook

During the course of the project, the partners will decide upon the kind of publications for

dissemination of the project’s results. This might be an interim report in form of a handbook,

a guideline for energy planning or a final project booklet. The final result will be published in

English and in all national partner languages.

Social media

SEAP_Alps will engage in social media in order to reach a broad public and to enable

dialogue between stakeholders, recipients and project partners. Therefore a YouTube and a

twitter account will be established.

Press, local radio and TV

All public events shall be accompanied by one press release prior to the event and one after

the event. In addition, local radio and TV stations will be informed about the event.

Film

Several video films will be launched, which will document public events and activities, show

interviews with partners and stakeholders and will give an impression of the project

meetings.

8 Timeline of communication actions

A detailed timeline of the communication plan is annexed to this document. The timeline

table lists milestones and activities of communication actions and shows responsibilities. In

the course of the project the table will be updated on a regular basis. Thus it will be ensured

that all activities will be kept in view and are transparent to all team members.


9

9 Publicity Guidelines

Messages are transported by visibility. Therefore, the corporate design will help to develop a

distinctive, homogeneous appearance in the public and towards stakeholders. Internally, the

corporate design will strengthen the identification of team members with the project.

Therefore a project logo has been designed and a styleguide implemented. The styleguide

defines the basic rules for all visible outputs of the project. In addition templates for reports

and letters will be generated. The styleguide is annexed to the communication plan.

10 Responsibilities

Generally, WP3 is responsible for the implementation of the communication plan and the

style guide. But all project partners will be responsible to use the style guide and the

templates for their project outputs and results. All national partners will be asked to translate

communication material into their own language. In addition project information will be

spread through already existing communication channels of the partners like other websites,

newsletters, press releases and social media.

The detailed allocation of responsibilities is marked in the Timeline Table, see Paragraph 8.


10

ANNEX 1

Table

Timeline of communication actions (see attached pdf file)


11

ANNEX 2

Styleguide

SEAP_Alps Styleguide

A-1

Styleguide

1. Programme Requirements

The SEAP_Alps styleguide is based on the rules and regulations of the Alpine Space

Programme. Therefore, the Programme Fact Sheet No. 6.7 and the Programme Styleguide

have to be considered with respect to all information and publicity (I&P) activities.

Together with the project logo, partners are obliged to include the Alpine Space Logo Version

A on all I&P material. The Version A combines the EU emblem, the indication of the ERDF,

the statement chosen by the Managing Authority (MA) as well as the programme logo. It

exists in two different forms, in different colour and language versions and must be used in

its minimum size (38 x 21 mm). All programme logo versions are illustrated and described in

the Alpine Space Styleguide. The programme logo shall be at least as big as the project

logo.

Assistance regarding the use of the logos will be provided by the WP3 team of SEAP_Alps.

In addition all publications, especially press releases radio or TV interviews need to have a

textual reference to the Programme and the Co-Funding, e.g.: The project is supported by

the EU Alpine Space Programme and co-funded by the European Regional Develop-

ment Fund (ERDF)

Alpine Space Logo A


A-2

Only for very small gadgets (e. g. pens, memory sticks etc.) the use of version B without any

further indications is sufficient.

Alpine Space Logo B

Colours Alpine Space red:

Alpine Space colour RGB CMYK

red R 200 G 71 B 97 C 0 M 64 Y 51 K 22

green R 122 G 181 B 29 C60 M0 Y100 K0

2. SEAP_Alps Logo

The logo must be placed on all final versions of project documents and on all promotion

materials, e.g. publications, presentations, invitations, agendas, gadgets. The logo is

available in jpg and eps format on the internal project website.


A-3

SEAP_Alps logo colour definition according to RGB and CMYK colour scales.

SEAP_Alps colours RGB CMYK

blue R 30 G 84 B 158 C 90 M 70 Y 0 K 0

green R 122 G 181 B 29 C60 M0 Y100 K0

grey R 156 G158 B159 C0 M0 Y0 K50

For the application of the logo, the following rules shall be considered:

The logo will always be reproduced in optimal quality.

Only original copies of the logo will be used.

There will always be enough free space around the logo.

The logo will be placed at a central and visible position.

3. Typography

The type used for SEAP_Alps publications and reports will be:

Arial

Especially for headlines, the type

Arial Unicode MS

shall be applied. For the preparation of papers and letters, templates will be provided by

WP 3 team.

4. Files and Nomenclature

File names of project results and working papers should be harmonized in order to ease

cooperation among partners. Since some partners might use older MS Office versions, all

documents should be saved under version ‘2003’ (e.g. doc, xls, ppt).

In addition, some rules have to be considered for better web compatibility. File names may

not contain:


A-4

empty space – use underscore instead ‘_’

special characters – e.g., ‘ue’ instead of ‘ü’

dots (.), slash (/), colon (:) – dots only at the end of the file name (xxxx.doc)

For project documents listed in the table below the indicated nomenclature should be used

whenever possible. If some type of document is missing, please inform WP3. The list will

then be updated.

Table Nomenclature

Type File name Description

report:

rep

WPx_rep_<filename1-filename2>_Vx-x_

YYMMDD.<file extension>

- WP: workpackage

plus WP-No

- add type of document,

- insert filename, use

hyphen for

separation of

different name parts

- Vx-x: version plus

version No

- date: Year Year

Month Month Day

Day

- file extension

document (other

than reports):

doc

WPx_doc_< filename1-filename2>_Vx-x_


presentation:

pre

WPx_pre_< filename1-filename2>_Vx-x_

YYMMDD.file extension

correspondence:

cor

WPx_let_< filename1-filename2>_Vx-x_


contractual

documents:

con

WPx_con_< filename1-filename2>_Vx-x_


invoice:

inv

WPx_inv_< filename1-filename2>_Vx-x_


promotion

material:

pro

WPx_pro_< filename1-filename2>_Vx-x_


Example: WP3_rep_Communication-Plan_V2-1_121106.doc

Versioning: (Vx-x):

For mayor changes: V1-0 V2-0.

For minor changes: V1-0 V1-1

Communication Plan - seap-alps.euseap-alps.eu/download/CY2ec7c01eX13f759ec6d1X39ed/WP3_rep... ·...

Documents

Transcript of Communication Plan - seap-alps.euseap-alps.eu/download/CY2ec7c01eX13f759ec6d1X39ed/WP3_rep... ·...