GBE FACTORY Communication and Media Work Workshop Verona, 5.12.2011
Communication Approach Answering the five W’s and one H
Objectives •
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Setting up core communication objectives, purposes and expected results General context of communication Identifying target audiences/group Defining key message Selecting communication mix and communication tool Making it happen – timetable Monitoring and assessment – Selecting key performance indicators
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Who are the target groups What are the key messages to deliver Where will all activities take place (implementation area) and when Why communicating on GBE FACTORY business models and RES activities today (project challenges and potential risks) How communicating on GBE FACTORY business models and RES activities (communication mix and tools of the project)
Elements of the Dissemination •
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What will be disseminated? - The message to be sent. It is important to think of the person on the receiving end. What do they need to know about the project? How can the objectives be communicated clearly? Focus on clear, simple messages that are easy to understand/get the right message to the right audience. To whom? - The audience to be reached, what it can do for the project. Why? - The purpose. The purpose of the activity is to raise awareness by letting others know what is being done, by informing (educate and train the community), engaging (get input/feedback from the community) and promoting (sell outputs and results). How? - The method. There is a wide variety of dissemination methods to get the message to the target audience and achieve the purpose. The different dissemination tools and methods are described throughout this document. When? - The timing - Dissemination activities have different relevance. Messages will vary during the timeframe of the project. In the beginning, dissemination is focused on raising awareness of the project, at the end - on ‘selling’ achievements (conferences or local events, workshops, meetings.)
Specific Objectives • raise awareness among key stakeholders not only in participating countries on the benefits of dedicating small-medium sized industrial and commercial warehouses or part of them to combined RES investments • motivate their commitment in creating a favourable framework (from a legal and administrative point of view) for a RES investments in the involved Countries (Italy, Austria, Bulgaria, Slovakia, Germany) and in widest range of EU countries through networks of involved organizations • boost the attractiveness of Renewable Energy Sources (RES) investments by promoting strong and effective business models.
Communication Strategic Approach • focus on the building community of professionals • rely on open source digital platform www.gbefactory.eu to ensure future usability and wider professional participation • be based on digital communication (e-documents – e-newsletters, enews and etc. blogging, message walls, digital PR)facilitating the involvement on international level beyond participating countries • offline tools - events and printed materials • create opportunities for the involvement of external actors in the project’s activities • be both formal, in order to be apt to reach out stakeholders that are used to such an approach and informal to reach the existing support of RES between wider public. • Informative, in order to avoid any bias (political, economic, etc.) that could affect the impact of the message itself
Key Messages • GBE FACTORY allows maximization of efficiency and effectiveness of the investment in RES, thanks to the possibility of better combining RES technologies and integrating them in a sole location • GBE FACTORY helps to build self-sufficient building with almost zero emissions • GBE FACTORY allows economies of scale in energy production and a more participated involvement of local entrepreneurs • Investors will have a possibility to explore examined and tested most advanced business models in order to evaluate better the effectiveness of investment
Communication Infrastructure • Project website (internal and public) – internal and external communication • Rights-access zone for uploading internal documents • Paper-based dissemination – Including posters, teaser postcards and brochures • Electronic and internet-based dissemination – Including a project movie (You Tube), • PowerPoint presentations, publications in web portals • Written dissemination – Print materials, including articles in magazines and journals, press releases, case studies and best practices • Events – Presentations in workshops, conferences • Networking
How to make others learn about our project? Open Web Platform • Regular update with information on activities • Contribution to IEE online information systems • Intelligent Energy News Review, videos, images etc. • New alerts – RSS feeds, Twitter, Facebook, LinkedIn • Publicizing articles, newsletters, posters, interviews, visuals, PPT, reports • Following Programme and Project logos
Media work • Press conference • Created and updated national media mailing list. • Publishing articles in magazines, local press and other media at European, national and regional level. • In occasion of transnational project meetings and national workshops, seminars, trainings, the partnership will commit itself in sending press releases • Regular communication with media trying to encourage local journalists’ participation in relevant meetings for a press conference.
How to make stakeholders involved in the project activities? Events • •
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At least one workshop per partner Two-day training seminars addressing investors and administrations. Study visits to exemplary GBE FACTORY. Final Conference in Budapest to support transferability of the project outcomes. All events produce video report and at least 2 interviews with important guests. Aim: 100 participants for each event
Social Media • Twitter • Facebook • LinkedIn – professional network
Working Groups and Lists • Steering Committee o Meeting every six months at the SCM – 7 SCM o Planning of the upcoming dissemination activities
• Thematic Working Groups o 3 thematic working groups representing Users – Promoters – Suppliers. o 120 people will be actively involved o WG1 will be chaired by WP6; WG2-WP3; WG3- WG3.
• Focus Groups o Communication within wider European regions o Every partner will involve min 1 representative of other countries external to the Consortium. o 2 focus groups per country with 7 participants (overall 70 attendees participating directly to the meeting or indirectly if coming from another country)
• Electronic mailing lists
Contacts Lists • Electronic mailing lists o Directly involved stakeholders Lists: o An electronic mailing list including members of the working groups and focus groups. o The project aim is to achieve a roaster of around 200 contacts (70 focus group participants and about 120 members of the network). o External Lists: A specific database with contacts of key target audiences, experts, stakeholders, attendants to project meetings, will be created and constantly updated. o Contacts will feed a mailing list that will be used for spreading the newsletter, invitation to project events and delivering project results. o The mailing list will be updated and managed through the website. o Each partner has a person responsible for dissemination of project contents, who will also be responsible for managing local mailing list and distribution of all communications.
Publication Programme o Initial brochure - to give an overview of the project’s aim and main activities and it will also list project partners and countries involved. The brochure will be printed in English and each partner’s language o targeted informational literature designed to raise awareness about GBE Factory, and its activities o methodological guidelines ( renewable business models, renewable financing applications, ‌) o strategic guides to good practices (including organisational and financial implications for SMEs, associations and institutions)
GBE FACTORY Wrtting Tips Practical Advises Users Tools
Writing Tips • How to attract journalists: • First tell the readers what is new – interesting, useful for them, how does it influence their life, how does it impact the political life, does it make difference • Be very specific • Back-up your news with example from life, business case, model, use pictures, quotations, video footage, voice records • Link the topic to local environment, hot issues and some political/social/economic topics related
Writing Tips • How to attract journalists: • Argument well your information - link to some EU and local laws, link to some funding opportunities • Quote famous an influential people • Involve people who are professionally and publically acceptable • Controversial Persons are also good, they can attract more readers, however be careful, these could also damage your project activities • Timing – avoid sending newsletters on Friday (this is the day when most of mainstream political and economic activities happen, avoid days of general meetings of the government) • Use synergies – explore ongoing events in the country with similar topics • Try to cooperate with other actors
Practical Advises • How to communicate with media? • • •
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Following activities offer an opportunity to communicate with media: Training All partners shall publish an advertisement followed by Press release (PP7 will issue a draft of press release to be adapted following local objectives and peculiarities) in local magazines and newspapers from sector. Release of publications All partners shall organize Press conference (with established local PR agencies) and present publications to local professionals and journalists from sector. Press release draft will be issued and distributed to be adapted following local objectives and peculiarities. Conventions / Seminars / Workshops If any of these will be organized, partners shall promote this event by inviting journalist (recommended to work with established local PR agency). Face-to-face meetings Lists of journalists specializing in those topics Arrange interviews and real stories feeding for journalists
Practical Advises • How to communicate with media? • Send information and then concept journalists if you would like to get a real feedback • Communicate with journalists what is their editorial planning for publicizing data/information on topics related • Offer journalists good stories • Offer journalists contacts with specialists • Try to provide them advise when a linked activates (law amendments, topics related to energy efficiencies, prices of electricity and heating are ongoing in the public space) • Avoid any presents and related services
GBE FACTORY Using Social Media/Networks
Twitter • [www.twitter.com/gbefactory] • • • •
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Instantly connect to what's most important to you. Follow your friends, experts, favorite celebrities, and breaking news. Twitter.com - Status update of maximum 140 characters (media is 40 characters). Learning by doing: to gather with twitter you need to learn how to use: - Follow: add no more than 5 twitter per day, and pay attention to have no less than 1 follower every 2 following. If one following is not twitting interesting contents anymore, you can unfollow him/her/it. - Lists: you can organise your following in list divided by topics (i.e. biomass, solar energy..) - Retweet: every tweet with [RT @user] formula in the text has been shared by your following. Tip: if it’s an interesting tweet, start to follow original user. - # tag: every word starting with # [#word] is tagging (marking) the tweet with a keyword. Clicking on #word you can view all tweets marked with that tag, and save it as a research. - Mention: every tweet with @user is sending an alert to that user has been mention. It can work to build a personal discussion.
Facebook • • • • • • • • •
[you have to use your personal account] Facebook helps you connect and share with the people in your life. Facebook.com Communication manual: Find, share and comunicate contents in web2.0. Page: 11/34 Contents are: status update, link, pictures, question. Learning by doing: to gather with facebook you need to learn how to use: - Join groups - Like pages - Make friendship with interesting people (suggested only to expert user on privacy setting) - Internal search
LinkedIn • • • • • • • • • •
[you have to use your personal account] Over 135 million professionals use LinkedIn to exchange information, ideas and opportunities - Stay informed about your contacts and industry - Find the people & knowledge you need to achieve your goals - Control your professional identity online Linkedin.com Contents are: status and upgrades of your CV Learning by doing: to gather with Linkedin you need to learn how to use: - Join groups - Add people you worked with, you may meet important energy partners
GBE FACTORY DISSEMINATION PLAN PERFORMANCE INDICATORS
Action 2: Visual Identity
• Website developed as a communication partnership platform, and a virtual space for public consultation. • Delivered 3 logo types • Delivered final logo • Delivered a design manual • Corporate design elements for publications delivered
5 Main Tools Events •Press conference •Seminar
Training •Courses
Publications distribution •Adress list
Web •Site •Newsletter •Facebook
Mailing list •Panel •Each partner list
Action 3: ICT Tools, Website, Mailing List
• Delivered one website
• Delivered regular updates • Delivered one database of experts • Delivered one mailing list • Delivered a number of news update • Delivered a number of direct mailing activities – using RSS • Delivered a number of IT dissemination tools via the website such as twitter, keynotes websites, phacebook and etc. • Delivered audio, video and written news inputs to the website • Delivered one blogging system
Action 4: Printed Materials, Publications • HCIU Market Analysis - 500 copies, PP1, 9th month • GBE FACTORY Concept/Business Models Guide, 2000 copies, PP2, 11th month • A vision/business opportunities road map, 100 copies, PP9, 16th month • 5 road maps, 200 copies per partner, implemented by 21st month • Printed training packages (financial and business agents), 400 copies in EN, 200 copies in other 5 languages, total 1400 copies, 17th month • Curricula and program, 200 copies in EN, 22nd month • GBE FACTORY various printed materials – flyers, documents, papers, leaflets, and etc., PP7, 12th month • GBE FACTORY final publication, 1000 copies, PP1, 36th month •
Action 4: Printed Materials, Publications • Electronic documents – various 20 different documents • Project Management and Administrative tool (WP1), 1st month • 5 pilot maps of industrial and commercial regional locations (WP2), 10th month • Rules for Brand Tag award (WP3), 10th month • GBE FACTORY Framework and Market promoters mailing list (WP3), 18th month • 3 New GBE FACTORY Agreements developed (WP3), 18th month • Report on sessions of GBE FACTORY presentations (WP4), 22nd month • Final report of GBE FACTORY road map results (WP4), 22nd month
• Report on registrations of supply chain actors on the project website (WP4), 22nd month •
Action 4: Printed Materials • GBE FACTORY Framework and Market promoters mailing lists (WP3), 18th month • 3 New GBE FACTORY Agreements developed (WP3), 18th month • Report on sessions of GBE FACTORY presentations (WP4), 22nd month • Final report of GBE FACTORY road map results (WP4), 22nd month • Report on registrations of supply chain actors on the project website (WP4), 22nd month • Report on business Matching event amongst supply chain actors (WP4), 22nd month • Report on 10 GBE FACTORY exemplary cases (WP5) by 26th month • 5 market opportunity case studies of the DEMO GBE FACTORY (WP5), by 26th month • Industrial and commercial agreements for coordination actions, (WP5), by 29th month
Action 4: Printed Materials • Recommendation papers on public supporting measures ate regional level (WP6), by 36th month • Project proposal presented (WP6), by 36th month • Technical report on stabilization and modularity affordable in GBE FACTORY (WP6), by 36th month • Rules-shared document for the assignment of GBE FACTORY PLATE for SMEs (WP6), by 36th month • GBE FACTORY Assessment System organization brochure/document (WP6), by 36th month • Communication Strategy and dissemination plan (WP7), by 6th month • Reports and press releases on local/regional/national/EU network conferences (WP7), PP7, by 36th month • Final Conference contributions document (WP7), by 36th month • Post-project dissemination plan (WP7), PP7, 36th month
Action 5: Events • 10 restricted meetings presence lists – this is the focus group research method each - focus group min 7 attendees • GBE FACTORY Framework and market promoters mailing list • Information about 5 road maps via 50 letters of intent • Presence lists from 10 meetings with regional authorities and 10 seminars with local authorities • 300 representatives of seminars • Involved 75 suppliers and 75 users that can be a vehicle for investments in GBE FACTORY – 2 working groups x 15 x 5 • 30 staff members of 10 regional authorities attend seminars – total 300 staff members of 100 local authorities
Action 5: Events • 15 workshops (5 regions; 3 sessions for each region; 20 participants; overall number of participants: 300); • One-to-one meetings between GBE FACTORY interested actors (face-to-face or online, 5 partner countries: 200 SMEs) • Business matching event among supply chains to find out further synergies and collaboration programs (1 event; additional 4 MW E/H/C in the midterm) • 5 venture organizations involved • 5 presentations of the GBE FACTORY in each country, total 20 presentations • Training days for financial and business agents (2 for each partner country for a total number of 10)
Action 6: Media Publications • 3 press releases per country
• 10 journalists per country • 10 publications, news per country • Press and TV Advertisements to be set
• TV spots if necessary
Thank You Grazie Благодаря Danke Communication and Media Work Workshop Verona, 6.12.2011 Giorgio Dovigi Galya Terzieva g.dovigi@camitslovakia.sk project@camitslovakia.sk