Difference between revisions of "7.2.6 Work Package 6 - Communication"

Revision as of 08:42, 5 May 2011

Rinnovate_Index

I. Description of the work:

a) Overview of the Work package:

WP5 is devoted to Communication, vital for achieving the project objective and run along all project duration, being continued afterwards by the Rinnovate "memetic approach". The communication approach of the Rinnovate project is dual and it follows both traditional and more unconventional patterns. The Partnership agree to devote to communication efforts enough staff time not only during the WP5 activities but "indirectlty" during the whole project (WP3 and WP4 are strongly connected with communication activities) and try to focus on specific outcomes

As a general purpose WP5 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. The 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) 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 NZEB … (??) and to support 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 architects and engineers
• Owners: i.e. Public or Private Owners
• Suppliers: service, solutions and product suppliers
• Investors: i.e. ESCO or other investor
• Public at large:

Each of this target was segmented to define messages. The Partnership decide to confine the messages to focus on positive achievements and benefits.

• Message 1: ….............
• Message 2: ….............
• Message 3: …..............

On this bases a first selection of the traditional and unconventional information channels has been developed:

• Experts : Specialist websites, Scientific congresses, Peer-reviewed press, ................
• Suppliers : trade media, trade fairs, seminars ....................
• Public at large: popular press, school/university, Internet ...............

On this ground, a first screening of the most appropriate tools (Core materials, Case studies, Third party endorsement, Coalition building, Opeds, Advertorials, Forward features, Press releases, Press briefings / conferences, Online (web, blogging,…), Sponsorship & events, Seminars & symposia, Conference opportunities/, speaker platforms, Newsletter, Surveys, Speech writing) 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:

5.1- 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.

5.1.1 Revise and share operational communication plan

The activity will include the definition and production of the Rinnovate logo, 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.

5.1.2 Integrate communication strategy throughout project activities

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

5.1.3 Monitor and update communication plan

5.2- Develop and update the project public web-site

5.2.1 Develop 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.

5.2.2 Positioning (EPS) and update public web-site

An EPS positioning service will be subscribed to achieve a visible position ranking for any RINNOVATE related keyword in the major search engines

5.3- Implement communication activities

5.3.1 Presence at high-visibility targeted events

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 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.

5.3.2 Communication to targeted events and specialized press

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 and FUNITG contribute to the specialistic communication.

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

• Project website
• Project website update (from month 6 to 2 years after project end)
• 12 high-visibility targeted events

IIb. Deliverable of this work package:

• D5.1 Operational communication plan
• D5.2 Communication Kit 1: project presentation
• D5.3 Communication Kit 2: ZEBRA for owners
• D5.4 Communication Kit 2: ZEBRA for experts
• D5.5 Communication Kit 2: ZEBRA for suppliers
• D5.6 4 Self standing panel to high-visibility targeted events: capturing owners interest
• D5.7 4 Self standing panel to high-visibility targeted events: capturing experts interest
• D5.8 4 Self standing panel to high-visibility targeted events: capturing suppliers interest
• D5.9 3 specialistic articles on professional printed and/or on-line journals in each participating countries (12 in total)
• D5.10 3 press-releases in each participating countries (12 in total)

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

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 5 high-visibility events targeted with information stands/corners (€ 1.750,00 – 350,00 each)
• 6 Self Standing Panel (2 for each of 3 main target groups)(€ 1.500,00 – 250,00 each)
• Translation of Self Standing Panel texts 6 pp. equivalent (€ 150,00)
• 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.