7.2.6 Work Package 6 - Communication

Rinnovate_Index

N° of work package: 6	Communication
Duration in months: 30	Fundación Instituto Tecnológico de Galicia (FUNITG)

I. Description of the work:

a) Overview of the Work package:

WP6 is devoted to Communication, vital for achieving the project objective and run along all project duration, being continued afterwards by the Rinnovate "memetic approach". Memes like genes, are replicators, whatever is copied from one person to another person. The communication approach of the Rinnovate project is dual and it follows both traditional and more unconventional patterns. Participants to audits and training sessions will be agents of ZEBRA approach that can reproduce itself allowing habits and skills to be replicated. The Partnership agree to devote to communication efforts enough staff time not only during the WP6 activities but "indirectlty" during the whole project (WP4 and WP5 are strongly connected with communication activities) and try to focus on specific outcomes.

As a general purpose WP6 aims also at disseminate the main results and to facilitate the implementation of the project.

The coordinator will have a strong control of the whole action, delegating technical and specialistic issue to a Communication Agency having a proven track record in managing environmental/energy communication campaigns that will be engaged to actively support Rinnovate partner communication efforts, defining operational guidelines, templates, communication approaches.

A first "key image" of ZEBRA and payoff have been already designed.

The communication activities will be carry out with a clear selection of target groups.

Media works (targeted Communication Kits) will be developed and released on Web Site to explain the main features of the “pathway to ZEBRA” or to disseminate the results and main issues. Interviews and videos will be prepared on webcasting sites (e.g. youtube, EUtube, ePractice).

Internet presence (e.g. social bookmarking, twittering project activities) participation in active nets will add some publicity. Other media will be routinely used, such as podcasts and slideshows all available on public sites.

The press releases (on A4 pages) will be a useful contribution to the communication activities and will be issued at the start of all actions or set of actions with a common format with heading, a strong leading paragraph summarising the essential facts, the main body of the story, quotes, some background information, and contact details for further information.

The Rinnovate communication strategy and communication plan is based on a shared vision starting from past experiences of each of the partners.

The overall goal of the Rinnovate communication strategy is to aware audiences to advantage to NZEB approach, supporting a paradigm shift in professional practice for renovation to nearly zero-energy performance level. The main target audiences of Rinnovate project are:

• Experts: i.e. Associations/Groupings of engineers and architects
• Owners: i.e. Public or Private Owners
• Suppliers: service, solutions and product suppliers
• Other building market stakeholders: i.e. investors, ESCOs, developers, etc.
• Public at large:

A first groups of messages have been defined. The messages focus on positive achievements and benefits:

• Message 1: "lead by example, search by example"
• Message 2: "Make every building renovation a profitable ESCO"
• Message 3: "Innovation is bringing an integrated view of energy performance into renovation"
• Message 4: "Clever ones get the most out of energy-smart renovations"

A first selection of the traditional and unconventional information channels has been developed:

• Owners: Seminars, Fairs, direct linking with networks and projects for public procurement nodes (iclei-europe.org, buy-smart.info, igpn.org, the CARPE project of eurocities.eu, etc.)
• Experts : Specialist websites, Scientific congresses, Peer-reviewed press, popular discussion-based web sites dealing with RES, RET, energy efficiency and building renovation and construction products (e.g. energium.es, mygreenbuildings.org, renovaveis-energia-pt.blogspot.com, renovationexpert.co.uk, etc.).
• Suppliers : trade media, trade fairs, seminars but also popular commercial site eBay
• Public at large: popular press, school/university, Internet

On this ground, a first screening of the most appropriate tools (core materials,press releases, Press briefings, Online (web, blogging,…), Sponsorship & events, Seminars & symposia, Conference opportunities, etc.) have been carried on.

The detailed planned of the Communication campaign will be prepared during the very first months of the implementation.

The monitoring of the impact of the Communication Plan will allow to monitor results at pre-agreed stages and adjust elements of the plan & the means of measurement if necessary. Results will be measured against objectives

b) Description of the tasks:

6.1 - Detail operational communication plan

The Operational Communication Plan – set up at project start – at hearth, harmonising all project communication activities to reach and convince the target with the project message, to activate amplifiers and multipliers, always being updated, credible and reliable.

The activity will include the definition and production of the Rinnovate logo (a first image have been already at disposal), templates and rules (overall look and feel) from which the different templates should be derived for slide presentations, press releases, etc. printed communication materials for general purposes (brochure) but also guidelines for publicity and formats.

The whole action will be based on an integrated strategy that hopefully will concur to amplify the results.

Task 6.1 encompasses the following subtasks:

• 6.1.1 Revise and share operational communication plan
• 6.1.2 Integrate communication strategy throughout project activities
• 6.1.3 Monitor and update communication plan

6.2 - Develop and update the project public web-site

The Rinnovate Web Site will be activated in the very early stage of the project and it will be enriched during the 30 months of implementation by contribution of partners and other stakeholders that will participate actively the debate and will be maintained for at least 2 years after the end of the action.The web site will be regularly updated and implemented with an RSS service.

The Rinnovate web site follows Wiki logics allowing easy access to project progress information as well as users contribution and participation, social bookmarking, cooperative annotation and navigation, content uploading. It will be developed allowing cross link with RINNOVATE catalyst environment and with ZEBRA semantic engine and augmented reality interfaces.

The web site will foresee a plurilinguistic area IT/EN/ES/PT in which each target group can find all the relevant information about the Project, objectives, main results, public fora to share, discuss and express their interests. Input and feedback to the activity about effectiveness of messages and suggestions for improvement will be stimulated through the website.

A private area will be dedicated to beneficiaries for the management of the project (internal democracy tools, cfr. WP1)

The project web site will allow feedback and registration of interested parties - this feedback will be recorded and follow-up will be assured and registered. Each beneficiaries will reserve an area on its website with links to the Rinnovate official web site.

An EPS positioning service (package with 50 key-words, multi language ES, IT, PT, EN and an update twice a year) will be subscribed to achieve a visible position ranking for any RINNOVATE related keyword in the major search engines.

Subtasks are:

6.2.1 Develop public web-site 6.2.2 Positioning (Engine Positioning Service) and update public web-site

6.3- Implement communication activities

Targeted communication activities address building sectors associations, academia and practitioners' associations, investors, ESCOs and policy planners. The Project partner will try to reach this audience through canonical channels.

CNAMAR, INEGI and INEGA will also select and individuate targeted events in each participating countries (such as Ecobuild conference in London; EcoBuilding in Zaragozza, Salon internacional de energia y medio ambiente in Madrid, Expoenergia in Lisboa, Expoedilizia in Rome, Greenbuilding in Verona). Corners or stands will be set to communicate with targeted audiences.

Rinnovate communication tool will include 6000 three fold coloured brochures, prepared to present Rinnovate Project to different targets or for different dissemination activities in coincidence with participation to main conferences and workshops and other communication activities. The brochures will provide basic factual information and the address (mailing address or web site) where further information can be found; all material produced in paper form should also be made available in electronic form, so that it can be sent by e-mail and uploaded on the Web site.

In all documents and media produced in the framework of the project, the coordinating beneficiary and associated beneficiaries will acknowledge the support given by the Community using the IEE logo. For audio-visual material, the credits at the beginning and/or at the end will include an explicit and readable mention of the EACI support.

During the project life at least 12 scientific oriented papers will be prepared and published in specialised press (printed and/or on-line journals e.g. Journal of cleaner production, International Journal of Energy for a Clean Environment)(3in each participating countries). INEGI, CST, and FUNITG contribute to the specialistic communication.

Subtasks are:

• 6.3.1 Presence at high-visibility targeted events

• 6.3.2 Communication to targeted events and specialized press

IIa. Outputs of this work package (apart from deliverables):

• Project website
• Project website update (from month 6 to 2 years after project end)
• 20 high-visibility targeted events
• 30.000 contacts on the web site
• 150.000 hits
• information on local TV and radio
• more than 10.000 e-mail contacts

IIb. Deliverable of this work package:

• D6.1 Operational communication plan
• D6.2 Communication Kit 1: project presentation
• D6.3 Communication Kit 2: ZEBRA for owners, experts, suppliers
• D6.4 8 Self standing panel to high-visibility targeted events: capturing owners, experts and suppliers interest
• D6.5 3 specialistic articles on professional printed and/or on-line journals in each participating countries (12 in total)
• D6.6 3 press-releases in each participating countries (12 in total)

III. Distribution of tasks of each partner in this work package (Award criterion 5):

Partner	Task(s) for this partner organisation	Related to Task N°
FUNITG	Revise and share operational communication plan with the advisory group; Integrate communication strategy throughout project activities; Monitor and update communication plan ; Develop public web-site; Positioning (EPS) and update public web-site Press Releases	T6.1; T6.2; T6.3
INEGA	Communication to targeted events and specialized press	T5.1; T6.3
CNAMAR	Presence at high-visibility targeted events.	T6.3

Major other specific costs:

[List major other specific cost – if any - by task and describe them shortly]

• Printing of 6.000 brochure col. 4pp (EN-ES-IT-PT) D5.2 Communication Kit 1: project presentation (€ 6.000,00)
• Translation of project presentation p. 16 (4x EN-ES-IT-PT) (€ 400,00)
• Participation in 20 high-visibility targeted events ((in 4 participating countries) with information stands/corners (€ 7.000,00 – 350,00 each)
• 8 Self Standing Panel (2 for each of 3 main target groups)(€ 2.000,00 – 250,00 each)
• Translation of 6 specialistic articles 15 pp. equivalent (IT-EN-PT-ES) ( € 750,00)
• Translation of 12 Press releases 20 pp. equivalent (IT-EN-PT-ES) ( € 500,00)

Major subcontracts:

[List major subcontracts and shortly describe the tasks covered]

FUNITG will subcontract a specialized Agency (TBD) to support Rinnovate communication strategy (€ 15.000,00), substantially support the partnership to develop detailed Operational Communication Plan, develop 3 targeted communication kits (for owners, experts and suppliers) (€ 1.500,00 each), design, develop and update the Rinnovate public web-site (€ 7.800,00).

Positioning (EPS) will be also subcontracted (€ 12.000,00).

Mandatory phrase to keep: The subcontractors identified / to be identified were / will be selected following the provisions of Article II.9 of the Grant Agreement on competitive grounds on the basis of best value for money.