Communication and dissemination strategy€¦ · This communication and dissemination strategy explains how the project will communicate its developments and outcomes, ... highlight
Post on 03-Aug-2020
3 Views
Preview:
Transcript
Communication and
dissemination strategy
WP8
4/9/2017
Version 2.0
WP 8
Dissemination level Public
Deliverable lead ICLEI
Authors
Meritxell Diaz, ICLEI
Katerina Fragidou, ICLEI
Philipp Tepper, ICLEI
Reviewers Cremona, CEIFACOOP, ECOSISTEMI, Marraiafura
Abstract
This communication and dissemination strategy explains how the project will communicate its developments and outcomes, and how the consortium will ensure visibility and promotion of the project and dissemination of its results throughout the project.
Keywords Communication; dissemination; awareness
Introduction
UrbanWINS Comms Strategy version 2.0 final 040917 - 1 -
Contents 1. Introduction ______________________________________________________________ 2
2. Communication approach ___________________________________________________ 3
3. Communication objectives __________________________________________________ 5
4. Target audiences __________________________________________________________ 7
5. Key messages ____________________________________________________________ 10
6. Visual identity ___________________________________________________________ 13
6.1. The logo ____________________________________________________________ 13
6.2. Colour palette _______________________________________________________ 13
6.3. Visual identity guidelines ______________________________________________ 14
7. Communication and dissemination channels __________________________________ 15
7.1. Website _____________________________________________________________ 15
7.2. Dissemination conferences _____________________________________________ 16
7.3. EU initiatives and events ______________________________________________ 17
7.4. Breakfast at Sustainability _____________________________________________ 18
7.5. Webinars ____________________________________________________________ 19
7.6. Social media _________________________________________________________ 19
7.7. Online agoras ________________________________________________________ 21
7.8. Mailing lists __________________________________________________________ 21
7.9. Channels of partners __________________________________________________ 21
8. Communication products __________________________________________________ 23
8.1. Promotional e-leaflet _________________________________________________ 23
8.2. E-newsletter _________________________________________________________ 23
8.3. Blogging ____________________________________________________________ 24
8.4. Press releases ________________________________________________________ 24
8.5. Sector watch ________________________________________________________ 25
8.6. Elevator pitch ________________________________________________________ 25
8.7. CityMatch ___________________________________________________________ 26
8.8. Videos ______________________________________________________________ 26
8.9. Online campaigns _____________________________________________________ 27
8.10. Exploitation plan ___________________________________________________ 28
9. PRODUCTS AND CHANNELS CONNECTION TO THE COMMUNICATIONS APPROACH ____ 29
10. Timeline ______________________________________________________________ 31
11. Evaluation and monitoring _______________________________________________ 33
Introduction
UrbanWINS Comms Strategy version 2.0 final 040917 - 2 -
1. Introduction
Urban_Wins aims at developing and testing methods for designing and implementing
innovative and sustainable strategic plans for waste prevention and management in various
urban contexts. By doing so, urban environmental resilience will be enhanced and progress
towards more sustainable production and consumption patterns, together with
improvements in waste recovery and recovered material use, will be guaranteed.
This is a revised communication and dissemination strategy describing how the Urban_Wins
will raise awareness on the topic of urban metabolism, waste generation, prevention and
management, to shift to more sustainable consumption and production patterns, engage
target audiences into the participatory processes, and promote the results and
achievements of the project. It explains how the project will communicate its
developments and outcomes, and how the consortium will ensure visibility and promotion
of the project and dissemination of its results throughout the project. This strategy also
refers to how an exploitation strategy will be developed so that the findings can be used
after Urban_Wins comes to its end.
The strategy describes the WHY (communication objectives), the WHO (target audiences),
the WHAT (key messages) and the HOW (the approach, the channels and the products).
This is the first update of the Communications and Dissemination Strategy that was
produced by M3. There will be a second update by M24 (May 2018). The goal is to respond
to the demands of an evolving project, and to better define the actions for the next year,
as well as the steps that need to be taken by partners involved in the relevant activities
and tasks.
NOTE: The spelling of the Urban_Wins project was agreed to differ when using the name
for deliverables, or when using it to communicate to the “outside world”.
When communicating with the different target audiences, the project name will be
spelled like: UrbanWINS.
When producing internal deliverables, the project name will be spelled as it was in
the proposal: Urban_Wins
As this is a communication product that has elements that are used outside the spelling
UrbanWINS is used from here onwards.
Communication approach
UrbanWINS Comms Strategy version 2.0 final 040917 - 3 -
2. Communication approach
The communication and dissemination activities within UrbanWINS project aim at raising
awareness on the topic of waste, generating understanding of what urban metabolism is,
achieving commitment from the different stakeholders involved in the process and moving
to action. The communication activities will follow this approach:
Awareness: To make identified target audiences aware of the UrbanWINS project, its
objectives, approach, developments and outcomes. By raising awareness of the project,
the ultimate goal is to raise awareness on resource consumption, waste generation, and
waste management and prevention and, at the same time, improve knowledge about the
stocks of resources that are available for reuse or recycling.
Understanding: To make identified target audiences understand the urban metabolism
approach for the development of waste prevention and management strategies, and to
highlight the opportunities of co-creating innovative and sustainable policies that improve
the well-being, the quality of life and the environmental resilience.
Commitment: To encourage the commitment of different stakeholders by taking an active
role in the project, by participating in the agoras and by engaging them in the co-
development and the co-testing of new solutions.
Action: To make stakeholders move from commitment to practice, by achieving their
support in the adoption of strategic frameworks for waste prevention and management.
Ownership, internalisation and institutionalisation play a significant role in this action
phase, and can help replication in other cities.
The speed of progress to move from one phase to the other will vary from one stakeholder
group to another. Although the ideal progression would be have these phases happening in
a consecutive way, they can sometimes overlap (i.e. some stakeholders can simultaneously
be in the phases of understanding and action, and through them they will internalise
commitment).
AWARENESS UNDERSTANDING COMMITMENT ACTION
Figure 1: Four phases of impact for the communication objectives
Communication approach
UrbanWINS Comms Strategy version 2.0 final 040917 - 4 -
Furthermore, these four phases can also be represented in a circular shape.
Figure 3. Four phases of impact
for the communication
objectives in a circular way.
When representing these four
phases in a circular shape, it is
understood that the action of a
group of stakeholders can help
raising awareness amongst
other group of stakeholders.
Some possible risks that might be faced during these phases:
Aware of unawareness: For some people unawareness is an active decision. The challenge
is to convince them to open their eyes and ears to the information.
Confusion of concepts: Scientific ideas might be sometimes misunderstood. It is important
to effectively and clearly communicate them, by tailoring messages to different audiences.
Negative perception: Confusion can sometimes lead to negative perception. This might
lead to a decision not to commit, not to act and not to support. Transparent
communication is key. It is also important to let stakeholders know that the project
consortium is open to receive questions.
Inaction: If a group of stakeholders does not take action, it is important to analyse the
possible reasons (right communication channels? right communication products?
unawareness? indifference to the topic? lack of understanding of the approach?)
AWARENESS
UNDERSTANDING
COMMITMENT
ACTION
AWARENESS UNDERSTANDING +
ACTION COMMITMENT
Figure 2: Overlapping phases
Communication objectives
UrbanWINS Comms Strategy version 2.0 final 040917 - 5 -
3. Communication objectives
The general communication objectives of UrbanWINS are:
To engage target audiences in the participatory processes
To increase target groups’ commitment and involvement in decisions and actions to
prevent urban waste, as well as to encourage stakeholders to shift towards more
sustainable consumption patterns
To communicate and disseminate the results within the project to relevant target
groups
To promote maximum replication of the project
Within these general communication objectives, different specific objectives will be
pursued:
1) To engage target audiences in the participatory processes
To raise awareness on the topic of resource consumption and waste prevention
To provide a regular flow of information to target audiences
To increase the level of participation
To enhance the feeling of ownership of UrbanWINS by different stakeholders’
groups
To strengthen and boost the communication between stakeholders
To share “save the date” messages, as well as reminders to increase participation
2) To increase target groups’ commitment and involvement in decisions and actions to
prevent urban waste, as well as to encourage stakeholders to shift towards more
sustainable consumption patterns
To show the important role different stakeholders play when shaping changes and
new strategies to move to more sustainable consumption and production patterns
To mobilise more strongly committed stakeholders in order promote more
significant changes
Communication objectives
UrbanWINS Comms Strategy version 2.0 final 040917 - 6 -
3) To communicate and disseminate the results within the project to relevant target
groups
To create the appropriate communication products and use the adequate
communication channels to reach the different target audiences
To develop a project website where all developments and public outcomes of the
project will be shared
To connect with similar projects working on the topics of waste, urban metabolism
and circular economy and procurement to join efforts and find synergies
To show how European collaboration can bring positive results for cities and
municipalities all around Europe
To showcase successes in the local and national media, as well as in related
sectorial publications (industry, waste management, municipal/regional
management)
4) To promote maximum replication of the project
To disseminate the lessons learned, by sharing successes, difficulties and barriers
To improve the understanding of urban metabolism and how it can be translated
into actions that increase cities’ resilience
To make better use of the results
To approach outcomes and results to other cities and stakeholders that can adapt
and/or replicate the solutions and strategies
Target audiences
UrbanWINS Comms Strategy version 2.0 final 040917 - 7 -
4. Target audiences
The identified target groups are based on a preliminary prospection of the stakeholders of
UrbanWINS. Deliverable 3.1. – Thematic, actor and country-oriented waste stakeholder
matrixes will be used to redefine these target groups, if needed, in the revision of the
communication strategy, scheduled for M12.
The primary target group for project communication and dissemination activities are:
Local, regional and European governments – including public authorities, policy and
decisions makers, and practitioners
Waste management industry and waste solutions’ suppliers
Citizens
State-owned companies, private companies and companies’ associations – with a
focus on packaging and logistics
The secondary target group includes:
Non-governmental organisations and civil society – such as specific environmental
NGOs, citizens’ associations, and so on
Academia and research sector
Professionals involved in urban planning
Local business
Financial services
The tertiary target group includes:
Media
Multipliers
Unusual suspects
Educational centres – primary and secondary schools, as well as other informal
educational centres
Target audiences
UrbanWINS Comms Strategy version 2.0 final 040917 - 8 -
PRIMARY TARGET
GROUPS
AREA OF INFLUENCE
Governments (local, regional and European level)
- Public authorities
- Policy and decision makers
- Practitioners
Waste management policies and strategies
Leadership and management
Urban planning
Waste industry
- Waste management companies
- Waste solutions’ suppliers
Waste management innovative solutions
Citizens - City dwellers Consumption of resources
Generation of waste
Companies
- Logistics companies
- Packaging companies
- Associations of companies
- Building sector
- Small industries in the urban area
Consumption of resources
Sustainable production patterns
SECONDARY
TARGET GROUPS
AREA OF INFLUENCE
NGOs and civil society
- Topic focused NGOs (local, regional and European)
- Environmental NGOs
- Citizens associations
Consumption of resources
Generation of waste
Advocacy, dissemination and replication
Academia and research centres
- University
- Research centres
Consumption of resources
Generation of waste
Sustainable consumption patterns
Professionals involved in urban planning
- Architects
- Engineers
- Landscape planners
- Urban planners
Consumption of resources
Generation of waste
Implementation/Integration of innovative solutions
Urban planning
Local business - Retail shops
- Supermarkets
Consumption of resources
Generation of waste
Sister projects and related projects
- Urban Waste
- REPAiR
- IntherWASTE
- PPI4Waste
- CIRC-PACK
PlastiCircle
Urban metabolism
Waste management and prevention
Target audiences
UrbanWINS Comms Strategy version 2.0 final 040917 - 9 -
TERTIARY TARGET
GROUPS
AREA OF INFLUENCE
Media
- Local media
- Specialised media
- General media
Consumption of resources
Generation of waste
Advocacy, dissemination and replication
Multipliers - Influencers
- Stakeholders’ related networks
Advocacy, dissemination and
replication
Unusual suspects
To be identified
(Some possible profiles:
social enterprises creating
jobs around waste collection
and recycling, waste pickers,
artists and artisans working
with waste or recycled
products).
Educational centres
- Primary schools
- Secondary schools
- High schools
- Centres of non-formal education
Consumption of resources
Generation of waste
Sustainable consumption patterns
Key messages
UrbanWINS Comms Strategy version 2.0 final 040917 - 10 -
5. Key messages
These overarching key messages have been designed to promote UrbanWINS project and
its approach to all target audiences:
Key messages focused on:
Resource consumption and waste generation: These are the main topics tackled within
UrbanWINS. These key messages aim at raising awareness on these topics.
UrbanWINS will help us understand what our city consumes and discards to
prevent, reduce and re-use waste
UrbanWINS believes that waste does not exist – we see waste as a resource
Our city is a living organism that “eats” resources and generates waste:
let’s take care of what we consume and produce
UrbanWINS communities know that strategic planning plays a key role in
resource efficiency and waste prevention
Waste prevention can happen as a result of collectively built solutions and
actions, connect with the UrbanWINS community and start acting
Sustainable consumption improves the quality of life in our city
Innovative and sustainable waste management solutions improve the
wellbeing in our city
Resources are limited: to ensure future generations can also enjoy them,
we need to move towards more sustainable consumption habits
Waste is a result of our resource consumption. To have better cities, we
need to reduce what we consume and what the waste we generate
Waste can also be used as a resource by reusing and recycling and upcycling
it
Key messages
UrbanWINS Comms Strategy version 2.0 final 040917 - 11 -
Innovation: It is a key feature of UrbanWINS. Suppliers providing solutions in the field, as
well as procurers and researchers can feel attracted by the innovative approach of the
project.
To engage stakeholders to join the online agoras and discuss with other stakeholder,
these are the key messages:
These are some tailored messages for the some specific targeted audiences:
Cities are committed to introduce innovative solutions in their waste
management practices to improve the quality of life of the citizens
Pilot cities of UrbanWINS will test eco-innovative solutions to improve their
waste management and prevention strategies
Green and public procurement of innovation entail a range of economic,
social and environmental benefits
Join the UrbanWINS online agoras: your opinion is key
Take part in the the UrbanWINS online agoras. We can change the city
together
You are an important component of the city: share your ideas and organise
with others to improve our living space
Waste is a challenge we can overcome together: get involved in the online
agora and share your thoughts
Discuss, brainstorm and participate in the UrbanWINS online agoras. We
want to hear you to make the city a better place to live!
LOCAL GOVERNMENTS
By participating in UrbanWINS our city is showing leadership and
commitment to tackle waste issues and pioneer innovative solutions
UrbanWINS will develop a toolkit for participatory and science-based
decision-making and planning for waste management
Key messages
UrbanWINS Comms Strategy version 2.0 final 040917 - 12 -
EUROPEAN REPRESENTATIVES
UrbanWINS shows how European collaboration in the framework of Circular
Economy policies can bring innovative solutions to the waste sector
The toolkit for participatory and science-based decision-making and planning
for waste prevention and management developed in UrbanWINS can be used
all over Europe
EDUCATIONAL CENTRES
Children and young people have the power to change our cities. Let’s
involve them and help them be agents of change.
Visual identity
UrbanWINS Comms Strategy version 2.0 final 040917 - 13 -
6. Visual identity
6.1. The logo
The UrbanWINS logo reflects the core content of the project. It is based on the concepts of
circular economy, the urban metabolism approach, the in-an-out flow of materials and the
participatory mechanisms for stakeholders to discuss ideas in their urban environment.
The tagline/claim shows the three key ideas that define the project: Waste, Resources,
Innovation.
The logo must always be reproduced from a master reference, to be found in the intranet
area of the UrbanWINS website.
6.2. Colour palette
Visual identity
UrbanWINS Comms Strategy version 2.0 final 040917 - 14 -
6.3. Visual identity guidelines
Visual identity guidelines have been produced and are available in the intranet area of the
UrbanWINS website. These provide information about:
Logo
UrbanWINS typography
Other graphic elements
Templates produced: Word, PPT, press release, letter and programme templates
H2020 – Emblem and disclaimer
EU emblem basic rules
Communication and dissemination channels
UrbanWINS Comms Strategy version 2.0 final 040917 - 15 -
7. Communication and
dissemination channels
Key channels for the communication and dissemination of the development and outcomes
of the project are the project website, the dissemination conferences, the EU events, the
webinars and the social media.
7.1. Website
The project website – www.urbanwins.eu – is alive since December 2016 (M7 of the
project). It will be the main interface towards all stakeholders interested in UrbanWINS,
its progress, and its results.
The project website has a consistent look with the visual identity. For that purpose,
Marraiafura integrated the logo and used the guidelines for the visual identity
implementation.
This is the current web structure that is changed based on the needs and new activities.
About Pilot cities Project
activities
Urban
agoras
The project
The
Consortium
Page per
city (8) City match
Citizen
blogging
Webinars
Figure 4: Website tree for the UrbanWINS project website
Footer including the logo of the 27 partners, as well as the EU emblem and the
The EAB
Resources
Deliverables
Keep
updated
Newsletter
Press corner
Leaflet
Communication and dissemination channels
UrbanWINS Comms Strategy version 2.0 final 040917 - 16 -
Marraiafura was in charge of the technical (programming) development of the
project website, and keeps on being in charge of all technical changes that need to
be implemented.
CEIFAcoop is responsible for all updates and maintenance that needs to be done to
the website (EAB page excluded), such as updated content on the cities’ pages,
upload new deliverables – that are previously checked by ICLEI -, links to the
newsletters, links to new articles being published, etc.
ICLEI is in charge of updating the EAB page, with the pictures and short bios of the
members of the EAB. ICLEI, as WP leader, will oversee all changes in the website,
and will be available for any questions linked to content and users’ experience.
7.2. Dissemination conferences
A total of 8 conferences will be organised throughout the course of the project in order to
disseminate the activities, goals and results of UrbanWINS.
Kick-off conference: The kick-off conference took place in Cremona (Italy) in September
2016 (M4 of the project). The purpose of this event was to share the approach of
UrbanWINS and to clearly explain the different activities that will be developed within the
project to reach its objectives, that is 1) deepening the understanding of the state-of-the
art of urban waste prevention and management strategies and their links to urban
metabolism approaches based on the in-depth analysis of the situation of 24 EU cities and
6 countries, 2) setting up of informative and participatory instruments for the engagement
of urban stakeholders necessary for co-developing and co-testing new solutions, and 3)
development, testing, formalisation and dissemination of a series of innovative waste
prevention and management recommendations and instruments.
The European Advisory Board, consisting of at least 20 EU high-level representatives, took
part in this kick-off conference.
National conferences: A total of 6 conferences will be organised throughout the project to
share the developments of UrbanWINS, as well as to exchange ideas, challenges and
approaches.
Each of six countries involved in this project – Austria, Italy, Portugal, Romania, Spain, and
Sweden – will host one conference.
These conferences can be organised between M5 (October 2016) and M34 (March 2019),
although it is highly recommended that they are organised once some outcomes of the
project are ready, when the online agoras are launched – in order to engage stakeholders
to join them – or when the strategic plans are being implemented in the 8 pilot cities.
Communication and dissemination channels
UrbanWINS Comms Strategy version 2.0 final 040917 - 17 -
National partners will decide when to organise the conference, depending on what they
want to achieve and who their target audience is. If any evidence needs to be shown, a
guided tour can be part of the conference. It is highly recommended to create national
task forces to organise these events, in order to share roles and synergies.
Possible target audiences for these events are national, regional and local authorities,
professional and business associations, enterprises in the waste sector, research
institutions and universities, educational centres, or citizens. Based on the specific
development of the project in each of the countries, as well as depending on the partners
involved from each country, the target audience may vary from one national conference to
the other.
National conferences will be announced through the project website, the social media and,
when possible, the newsletter. Partners involved in organising these events can develop a
specific recruiting strategy for the event. The host of the conference will also explore the
possibility of producing specific communication products for the event, such as banners or
postcards.
Leiria (Portugal) has already organised its national conference during the first year of the
project.
National partners are responsible for organising the national conferences. CEIFACOOP as task
leader is responsible for managing the process. Partners with budget for national
conferences: Ecosistemi (Italy), SERI (Austria), RGBC (Romania), CTM (Spain), UC (Coimbra,
Portugal) and Shalmers (Sweden).
Final conference: A final conference will be held in Brussels (Belgium). The European
Advisory Board will take part in this event, which is expected to also gather
representatives from national and European levels.
The final conference will inform about the outcomes and results of UrbanWINS, and at the
same time it will be a platform to discuss and share urban MFA indicators, ideas from the
participatory mechanisms to identify win-win solutions, the strategic plan frameworks, and
eco-innovative solutions for waste prevention and management.
Specific communication products can be produced for this event, if needed.
The dissemination and exploitation plan will be presented in this conference.
7.3. EU initiatives and events
All partners will actively participate at external EU initiatives and events, as face-to-face
communication is the most effective way of communication. European and national events
will be identified by all partners during the project lifetime. As the objective is to
stimulate the interest of “new” stakeholders, partners attending these events are
encouraged to have an active role in them, for instance, doing a presentation, having a
stand, or showing a poster. Active networking during the event is also envisaged.
Communication and dissemination channels
UrbanWINS Comms Strategy version 2.0 final 040917 - 18 -
These are some tentative events already identified:
DATE EVENT PLACE URL
7-8.09.2017 Euro Recycling Paris, France http://recycling.alliedacademies.com/
20-22.09.2017
22nd International Congress for Battery Recycling ICBR 2017
Lisbon, Portugal
http://www.icm.ch/icbr-2017
2-6.10.2017
International Waste Management and Landfill Symposium Forte Village, Italy
http://www.sardiniasymposium.it/
12.-13.10. 2017
Forum CompraVerde Rome, Italy
https://www.forumcompraverde.it/
20-21.10.2017 Cradle to Cradle Kongress
Lüneburg, Germany http://c2c-kongress.de/de/
24-27.10.2017 Municipalia Lleida, Spain
https://www.environmental-expert.com/events/municipalia-2017-20424
7-10.11.2017 Ecomondo Rimini, Italy http://www.ecomondo.com/
15-18.06.2018 Foro de las Ciudades Madrid, Spain
https://forociudadesmadrid.com/2017/06/22/lanzamos-la-tercera-edicion-del-foro-de-las-ciudades-de-madrid-2018/
ICLEI will send an email every three months with upcoming events, so that partners have
an overview of possible events that could be of interest to present UrbanWINS and to
network with stakeholders.
7.4. Breakfast at Sustainability
The Brussels Office of ICLEI is host to Europe’s leading ongoing sustainability discussions,
Breakfast at Sustainability (B@S). These small informal meetings are moderated by
representatives of regional and local governments. Topics covered are related to
sustainable community developments that are essential to public authorities.
UrbanWINS will be presented and its developments and outcomes will be discussed with
high-level policy makers from across Europe, as well as other stakeholders.
The event will be organised around M18 of the project, that is, around November 2017.
Communication and dissemination channels
UrbanWINS Comms Strategy version 2.0 final 040917 - 19 -
Cooperation with Eunomia has been established for this purpose, and different potential
hosts have been approached to check different possibilities.
7.5. Webinars
The UrbanWINS series of webinar will be a support tool to all activities carried out in each
work package. The webinars have different purposes and objectives:
To inform the stakeholders and the general public about the progress of the project
To go in-depth into certain important topics of the project
To support the urban agoras in WP3 – as a continuation of the physical discussions
To discuss particular aspects around participatory and science-based decision-making and planning for urban waste management
They will be organised in response to specific requirements of the European Advisory Board
members, project partners, and agora members. Ideas for the webinars will be discussed
during the PTCs.
At least 15 participants will take part in every webinar.
The focus of the first two webinars was already decided:
- Urban metabolism and circular economy. Organised by ICLEI, it took place
on 5 July 2017, with around 50 participants
- Participatory mechanisms and urban agoras. To be organised by CEIFACOOP,
during the second half of 2017 (October or November)
During the last PTC meeting of the year, WP leaders will discuss what topics can be
covered in the 2018 webinars.
Action plan:
- CREMONA will lead on this task, supported by ICLEI and CEIFACOOP - Depending on the topic, one specific partner will be responsible for organising the
webinar - WP leaders will contribute with their ideas - All partners will contribute to invite participants
7.6. Social media
Social media communication and dissemination helps increasing UrbanWINS impact and
reach a wider audience.
Three main social media channels will be used: Twitter, Instagram and Facebook.
ICLEI is managing social media contents.
Communication and dissemination channels
UrbanWINS Comms Strategy version 2.0 final 040917 - 20 -
Twitter is an information network made up of 140-character messages (tweets).
UrbanWINS has created its dedicated Twitter account @UrbanWINS that has been
customised with the visual identity of the project.
The hashtag used for the project is #UrbanWINS and it is preferably accompanied by a
second hashtag #waste. A third hashtag is introduced, when possible, to show the funding
and connect with other H2020 projects, #H2020.
This social media channel is being used to:
Arise public interest in the project, its approach and the topic covered
Raise awareness on the topic of waste
Share information and outcomes of the project
Drive engagement to the online agoras
Attract visitors to the UrbanWINS platform
Build relationships (also with other related projects)
Announce and advertise specific events
Target journalists, media and influencers
There will be between 10 to 15 tweets per month. This may vary based on the needs of the
project.
All partners are encouraged to retweet the tweets produced by the @UrbanWINS account,
or to quote them and translate them into the local languages.
Instagram is an online photo sharing network that easily connects to a variety of other
social media tools, among them, Twitter.
UrbanWINS has created its dedicated Instagram account:
(https://www.instagram.com/UrbanWINS).
The hashtag developed for the project – #UrbanWINS – preferably accompanied by the
second hashtag #waste is used when uploading pictures to the profile. When possible, the
hashtag #H2020 has be used, to show the funding line and to connect with other H2020
projects.
The possibility of the UrbanWINS bloggers having access to this dedicated account to
upload their pictures to this dedicated account will be explored, as well as the possibility
of this dedicated account sharing pictures made by the bloggers and tagged with hashtag
#UrbanWINS. This will initially only be a test and thus monitored at least once per week by
ICLEI to ensure that this strategy can be reconsidered if necessary. It is to be discussed and
agreed when this testing period should start.
Hashtags to be used in social media: #UrbanWINS #waste #H2020
Communication and dissemination channels
UrbanWINS Comms Strategy version 2.0 final 040917 - 21 -
Instagram users from the pilot cities will be encouraged to upload their pictures of actions
related to waste prevention, waste reduction, and waste reuse and recycling, and use the
mentioned hashtags.
Facebook is a social networking site where users upload photos, share links and connect
with their community.
A Facebook page has been created: https://www.facebook.com/UrbanWINS/
The Facebook and the Twitter account are connected, so that the same content is
displayed in the two channels.
Some specific post
7.7. Online agoras
The online agoras - are also being used as a channel to disseminate and communicate
events, developments and outcomes of UrbanWINS. Participants of the online agoras are
meant to help the consortium to understand the current situation and have a better
knowledge of how people perceive waste management in their cities, what their needs or
problems are. At a second stage, members of the agoras will be encouraged to discuss the
results and the findings of the project, and how they thing results can be translated into
actions.
7.8. Mailing lists
Stakeholders can subscribe to a mailing list to receive the nine UrbanWINS newsletters that
will be produced throughout the project. Key target audiences will be identified by all
partners and invited to subscribe to the mailing list.
This is the page for subscribing to the newsletter:
https://www.urbanwins.eu/newsletter/
If needed, this mailing list will be used for other communication and dissemination
purposes within the scope of the project – always without spamming the subscribers. For
instance, it has been used to announce a webinar.
7.9. Channels of partners
Partners in the UrbanWINS consortium are asked to contribute to dissemination and
communication through their own channels, i.e. own website, social media channels, e-
newsletters, and so on.
Communication and dissemination channels
UrbanWINS Comms Strategy version 2.0 final 040917 - 22 -
By using their own communication channels, partners ensure to reach local audiences in
their local languages. So, information produced in English to be distributed within the
project communication channels can be translated into the local languages.
City partners can use their own local publications to promote the project, its
developments and its outcomes, as well as to engage stakeholders to take part in the
national conference and to join the online agoras.
Academic partners are encouraged to introduce and promote the results of the different
work packages in relevant academic contexts, i.e. research activities or university
teaching.
A spreadsheet was shared with partners to collect their communication and dissemination
channels, so as to have a better overview. Each partner is responsible to providing data in
this spreadsheet on a regular basis.
Communication products
UrbanWINS Comms Strategy version 2.0 final 040917 - 23 -
8. Communication products
8.1. Promotional e-leaflet
An informative e-leaflet describing the aims and aspirations of the project and showing
how to get involved in the project – i.e. via the website, the social media accounts and the
online agoras – was developed by November 2016 (M6 of the project) to promote
UrbanWINS.
The leaflet is available and downloadable from the website:
https://www.urbanwins.eu/leaflet/
Some national partners have contributed with the translation of the content into their
language, so different language versions have been developed:
Catalan
Italian
Portuguese
Romanian
Spanish
8.2. E-newsletter
Project newsletters will be issued every 4 months, approximately, to enable the
consortium disseminate the latest outcomes and communicate about the progress of
UrbanWINS.
Newsletter #1 was shared with the European Advisory Board and partners were asked to
send it to their relevant contacts, as there was no mailing list of subscribers. Currently, e-
newsletters are being sent to the list of subscribers using Mailchimp.
The structure for the newsletter is:
Project news
Related news
Updates produced by the bloggers
Upcoming events
Two weeks before sending out the e-newsletter, ICLEI will promote subscription to the
newsletter via social media.
Once the newsletter has been sent out, ICLEI will promote the newsletter via social media
and via the Procurement Forum, sharing the link to it.
Communication products
UrbanWINS Comms Strategy version 2.0 final 040917 - 24 -
Action plan:
- Two months before the newsletter is sent out, CEIFACOOP sends an email to WP leaders to ask for contributions for the “Project news” related section
- WP leaders send their contributions to CEIFACOOP - CEIFACOOP checks and edits the content, and shares it with ICLEI - ICLEI proofreads the content, and adds information for the “Related news” and
“Upcoming events” section. Once this is ready, ICLEI sends the information back to CEIFACOOP
- CEIFACOOP layouts/designs the newsletter and send a test to Cremona, Ecosistemi and ICLEI to validate it
- CEIFACOOP sends it to the list of subscribers
8.3. Blogging
Blog updates documenting the project progress in each of the pilot cities will be in the
hands of a group of urban bloggers that have been selected.
Urban bloggers will be the mechanism to have locally generated news. They will share
their impressions from a resident’s perspective.
There will be an update per city every two months.
Ideally, the posts will be bilingual, or in the local language with an English summary.
ICLEI will explore new communication and dissemination possibilities with bloggers, such as
bloggers having access to UrbanWINS social media channels to post, for instance, pictures
of events and contribute to live tweeting.
8.4. Press releases
A series of press releases will be produced to be published in local newspapers, as well as
in specialised magazines and online media. There will be, at least, a total of two per year.
They will be used to announce important news about the project. Whenever a press
release is available in another language, it should be added to the site. CEIFACOOP to get
in contact with partners for the final documents.
Four press releases have already been produced and sent during the first year of the
project.
Action plan:
- CEIFACOOP drafts the press release - ICLEI contributes to it by adding comments - Cremona, Marraifura, NOVA.ID.FCT. and Ecosistemi validate the content - CEIFACOOP circulates it among partners - Partners translate the press release into their local language, if needed
Communication products
UrbanWINS Comms Strategy version 2.0 final 040917 - 25 -
- Partners send it to their media contacts - Partners to add the number of contacts they have sent the press release to, in the
monitoring tracking tool
8.5. Sector watch
The Sector watch is a highly targeted source of information for public procurers on the
waste sector, where the sector is monitored and developments are shared. It is already
live – since February 2017 (M9 of the project) and can be accessed here:
https://www.urbanwins.eu/resources/. It collects:
Best practices
Criteria sources
Labels
Innovative solutions
Guidance
News
When accessing the Resources page in the UrbanWINS website, visitors can click on the Sector Watch link that will redirect them to the Sustainable Procurement Platform (www.sustainable-procurement.org) run by ICLEI, where the content is hosted: http://sustainable-procurement.org/sector-watch/
Updates and new content published in the Sector Watch are being announced using the
social media accounts, the newsletters and the online agoras.
Action plan:
- ICLEI creates the content - CEIFACOOP, Cremona, Marraifura, NOVA.ID.FCT. and Ecosistemi check and validate
the content once it is live - ICLEI promotes it via social media
8.6. Elevator pitch
An elevator pitch is “a short summary used to quickly and simply define a process,
product, service... and its value proposition.” The name reflects the idea that it should be
possible to deliver a summary in the time of an elevator ride, which is between 30 seconds
to 2 minutes.
A collection of snappy facts, figures and arguments showing the positive impact of green
public procurement (GPP) and innovative waste solutions in urban areas will be part of this
GPP Elevator Pitch. It will be based on the results of the toolkit and policy dialogues
carried out in WP5 and WP6.
A possible idea for the GPP Elevator Pitch is to create a video.
Action plan:
Communication products
UrbanWINS Comms Strategy version 2.0 final 040917 - 26 -
- ICLEI (supported by CEIFACOOP) in cooperation with partners in WP5 and WP6 to create this elevator pitch
8.7. CityMatch
This activity will consist of a series of staff exchanges, facilitating knowledge and
experience sharing between advanced and less advanced public authorities from different
parts of the project’s regions as well as to carry out mutual benchmarking exercises and
evaluation.
The possibility of creating an interest group including the cities involved in the project and
inviting other cities interested in the topic of waste prevention and management, will be
explored. Activities such as site visits, webinars, workshops or twinnings could be
developed within the members of this interest group. These activities can involve public
authorities, procurers, waste management companies, social enterprises and collectors,
and business delivering solutions, among others.
Activities might be organised back-to-back to other UrbanWINS or topic-related events, so
that it is easier for stakeholders to take part in them.
The CityMatch activities have been soft-launched by adding some information in the
UrbanWINS website: https://www.urbanwins.eu/city-match/
The activity will be fully launched in September 2017.
8.8. Videos
The production of a range of 3 to 5 videos is envisaged to facilitate the transfer of science-
based results and solutions into policy recommendations and implementation actions.
The videos can aim at raising awareness as well as to engage stakeholders.
Video 01 was already produced during the first year of the project. It is an animated video
presentation of the project, introducing the concept of urban metabolism:
https://www.youtube.com/watch?v=cL0qX1oXOMg&t=3s
The video has been embedded in the UrbanWINS website, has been promoted via the
newsletter, has been shared via social media and has been disseminated by contacting
different channels – such as EU agenda. In four months, it has achieved more than 1,600
views.
Partners have provided translations for the video to be subtitled. There are different
language versions of it: Catalan, Italian, Portuguese and Romanian.
Tentative ideas for the next videos are:
Coverage of the B@S event to take place in Brussels
Raise-awareness video on the topic of waste prevention and management
Communication products
UrbanWINS Comms Strategy version 2.0 final 040917 - 27 -
Presentation of the online agoras and the topic discussed within them
Conclusions from the analysis or urban metabolism variables
Presentations of the strategic planning framework for the cities
Presentation of the toolkit: what it contains and how it can be used by decision-makers
Outcomes of UrbanWINS
Action plan:
- ICLEI to suggest the ideas to Cremona, Ecosistemi and CEIFACOOP - Cremona, Ecosistemi and CEIFACOOP to approve the idea - ICLEI drafts the storyboard of the video - Partner with the focus on the topic checks the content to validate it - ICLEI circulates and promotes the videos
8.9. Online campaigns
Two online campaigns will be developed within the project.
* “Online agoras” campaign: This campaign aims at engaging stakeholders to join the
online agoras to discuss different topics.
For that purpose, the Instagram dedicated account will be used, as well as the #UrbanWINS
campaign encouraging people to show their actions, to share their ideas and to be key
actors of #UrbanWINS.
Additional graphic material will be developed by ICLEI with the support of CEIFACOOP and
the cities, such as infographics, pictures or images containing the key messages to engage
people.
The activity in the Twitter account will be intensified to draw the attention of the target
audiences for the online agoras.
Partner cities will evaluate whether the translation of material is needed.
* “Toolkit” campaign: This second online campaign will focus on the toolkit developed in
WP6. This toolkit will contain: a) a corpus of urban waste prevention and management
recommended practices for different urban scenarios, b) guidelines for the use of MFA and
urban metabolism analysis combined with LCA, and c) stakeholder engagement techniques
to be applied at various stages of planning and implementation of waste prevention.
The purpose of this campaign will be to help reach an audience of 5,000 stakeholders,
amongst them decision-makers, to enable them improving their waste prevention and
management policies, as well as to enable scaling-up the piloting experiences within
UrbanWINS.
The final version of the toolkit will be ready by April 2019 (M35).
Communication products
UrbanWINS Comms Strategy version 2.0 final 040917 - 28 -
Materials for the online campaigns will be developed one month before they start, based
on the target audience that needs to be reached.
8.10. Exploitation plan
Based on a SWOT analysis concerning the main outcomes of the project, an exploitation
plan will be developed detailing:
the positioning in respect to similar waste initiatives in EU 28,
the description of the most promising results and the parameters necessary to evaluate the exploitation potential, and
a set of recommendations focusing upon factors conditioning research results’ adoption and exploitation and illustrate the conditions for sustainability
The document will also define the basis for the UrbanWINS Alliance. This alliance will be
conceptualised based on the synergies created throughout the project and will be a joint
exercise by the consortium and the European Advisory Board.
The dissemination and exploitation plan, as well as the UrbanWINS Alliance will be
presented at the final conference in Brussels, Belgium.
Action plan:
- Cremona has the leading role, but all partners will contribute
PRODUCTS AND CHANNELS CONNECTION TO THE COMMUNICATIONS APPROACH
UrbanWINS Comms Strategy version 2.0 final 040917 - 29 -
9. PRODUCTS AND CHANNELS
CONNECTION TO THE
COMMUNICATIONS APPROACH
AWARENESS
UNDERSTANDING
COMMITMENT
ACTION
- Visual identity - Project website - E-leaflet - Kick-off conference
- Social media
- E-newsletters - Online (and physical) agoras - Project website - Social media - Blogging - Videos - National conferences - Breakfast at Sustainability - Press releases
- Webinars
- Online (and physical) agoras - Project website - National conferences - Online campaigns - Sector Watch incl. Elevator
Pitch - CityMatch
- Social media
- Online (and physical) agoras - Project website - Final conference - Online campaigns - Elevator Pitch - CiyMatch
- Social media
PRODUCTS AND CHANNELS CONNECTION TO THE COMMUNICATIONS APPROACH
UrbanWINS Comms Strategy version 2.0 final 040917 - 30 -
Pro
ject
websi
te
E-l
eafl
et
Confe
rences
Socia
l m
edia
E-e
wsl
ett
ers
Blo
ggin
g
Webin
ars
Bre
akfa
st a
t
sust
ain
abilit
y
Pre
ss r
ele
ase
s
Online
cam
paig
ns
Secto
r W
atc
h
Cit
yM
atc
h
GPP E
levato
r
Pit
ch
Local, regional and European governments – Public authorities and decision makers
()
Local, regional and European governments – Practitioners
()
Waste industry () ()
Companies ()
Citizens ()
NGOs and civil society
() () ()
Educational centres
()
Academia and research centres
() () ()
Local business
Financial services
() ()
Media
Multipliers ()
Timeline
UrbanWINS Comms Strategy version 2.0 final 040917 - 31 -
10. Timeline
M15 M16 M17 M18 M19 M20 M21 M22 M23 M24
Communication products and channels
August 2017
Sept. 2017
Oct. 2017
Nov. 2017
Dec. 2017
Jan. 2018
Feb. 2018
March 2018
April 2018
May 2018
Communication and dissemination strategy
Update
Contents and maintenance of the project website
CityMatch Hard launch
Sector Watch
National conferences (Austria, Italy, Portugal, Romania, Spain and Sweden) – Each partner will choose / Recommended in grey
EU initiatives – Open Days
EU initiatives – Procura+ Seminar 2018
EU initiatives – European Week for Waste Reduction 2017
Breakfast at Sustainability
Webinars
Social media
Online agoras
Mailing list
E-newsletter
Press release
(tentative: one connected to
Timeline
UrbanWINS Comms Strategy version 2.0 final 040917 - 32 -
the Breakfast at Sustainability / one connected with the start of the Strategic Planning Frameworks)
Videos
Blogging
Ongoing activities
M25 M26 M27 M28 M29 M30 M31 M32 M33 M34 M35 M36
Communication products and channels
Jun. 18
July 18
Aug. 18
Sept. 18
Oct. 18
Nov. 18
Dec. 18
Jan. 19
Feb. 19
March 19
April 19
May 19
Communication and dissemination strategy
Upd.
Contents and maintenance of the project website
CityMatch
Sector Watch
GPP Elevator Pitch (to be determined)
National conferences (Austria, Italy, Port. Romania, Spain and Sweden) – Each partner will choose / Recommended in grey
EU initiatives – EcoProcura
Evaluation and monitoring
UrbanWINS Comms Strategy version 2.0 final 040917 - 33 -
conference 2018
EU initiatives – European Week for Waste Reduction 2018
Final conference (Brussels)
Exploitation plan
Webinars
Social media
Online agoras
Mailing list
E-newsletter
Press releases: One to be determined + Final conference
Videos
Blogging
Online campaign #2
11. Evaluation and monitoring
An editable monitoring spreadsheet has been shared via the Intranet of the UrbanWINS
website so that all partners can track their specific project communication and
dissemination activities.
Reminders are being sent at least every 6 months so that partners can update this tool.
The following indicators will be used for evaluation:
Web statistics: numbers of visits and where visitors are from. Measure of success: at least 1,000 unique visitors / month – number to be reached during the final year of the project
Evaluation and monitoring
UrbanWINS Comms Strategy version 2.0 final 040917 - 34 -
Social media feedback: number of followers to the UrbanWINS Twitter and Instagram account and tweets with the hashtag #UrbanWINS. Measure of success: at least 200 followers to the Twitter and the Instagram account
Webinars: at least 15 participants in each webinar
Number of conferences: a total of 8 (kick-off conference, 6 national conferences and final conference)
Conferences: at least 20 participants in each of the conferences – kick-off, national ones and final one
Press releases: at least 2 per year
Number of videos produced: 3-5 videos
Videos: 1,000 views all in all
Number of e-newsletter published: 9
Number of subscribers to the newsletter: +200 subscribers
ANNEX 1
TECHNICAL DATA NAMING (D7.4. DATA MANAGEMENT PLAN)
Documents will be shared between UrbanWINS participants in an internal share point /
working space hosted by UrbanWINS platform, made available within the first 6 months of
project implementation.
In order to ensure a reliable system for tracing of documents and their different versions, a
document naming system is introduced.
In this sub-chapter, the naming procedures for deliverables and reports, as well as for
documents related to events taking place on specific dates are described. This category
applies to all the working documents that are to be created during the URBAN_WINS
project, such as deliverables or internal reports and working documents.
Evaluation and monitoring
UrbanWINS Comms Strategy version 2.0 final 040917 - 35 -
These documents will be named as it is indicated below:
URBAN_WINS__-_.extension
For deliverables the deliverable number (DXX) will be used as the name.
The initial version of every document will be version 00 and revision 00. The document will
be processed and the changes will be saved as revision 01, revision 02, etc.
Once the document is considered definitive, it will be saved as version 01 revision 00. In
the case of those documents that have to be approved by the PC, PEB, PTC, etc, e.g.
deliverables, the version 01 revision 00 of it will be sent to the respective bodies.
If the PC, PEB or PTC considers that any modification has to be done, the changes will be
saved as “version 01 revision 01”, revision 02, etc.
Those documents that do not have to be approved by the PM (e.g. internal documents),
the final version of it will be also saved as version 01 revision 00. If later on, the document
has to be modified or updated, the document will be similarly saved as “version 01 revision
01”, revision 02 etc.
The name of the partner is optional and should be used for documents that are handled by
different partners. Example of naming (when Ecosistemi changes to a draft of this
document): URBAN_WINS_D11_00-03_Ecosistemi.doc
Documents related to events that take place on a given date, e.g.: minutes of meetings,
workshops agendas, etc. will be named as follows: URBAN_WINS___-_.extension.
The date will begin with the full year followed by month and day, each separated with
dashes (e.g. 2016-03-26). This allows the accurate chronological ascending or descending
order of documents in the file system of various operating systems.
The versions naming follows the same procedure as the one described above.
The name of the partner is optional and should be used for documents that are handled by
different partners. Example of naming: URBAN_WINS_2016-07-07+08_Kick-off-meeting-
minutes_01-00.doc
top related