AlpFoodway a cross-disciplinary, transnational and participative approach to Alpine food cultural heritage Communication strategy WPC Communication – D.C. 1.1 Communication strategy – PP Dislivelli Association This document has been prepared by PP12 April 2018 This project is co-financed by the European Regional Development Fund through the Interreg Alpine Space Programme
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AlpFoodway a cross-disciplinary, transnational and participative approach to Alpine food cultural heritage
Communication strategy
WPC Communication – D.C. 1.1 Communication strategy – PP Dislivelli Association
This document has been prepared by PP12
April 2018
This project is co-financed by the European Regional Development Fund
through the Interreg Alpine Space Programme
Index General conditions ............................................................................................................................................ 3
Use of this document ........................................................................................................................................ 3
From project goals to communication activities ............................................................................................... 3
Project goals and related communication goals ........................................................................................... 4
Communication targets ..................................................................................................................................... 8
Communication approaches............................................................................................................................ 10
Training activities and courses .................................................................................................................... 10
Media relations ............................................................................................................................................ 12
Digital activities ........................................................................................................................................... 14
Social media ................................................................................................................................................. 16
Online channels of PPs .................................................................................................................................... 17
General conditions Foodways are socioeconomic and cultural practices related to food production and consumption, which
represent a strong source of identity for Alpine populations. Depopulation, ageing population and
globalization put Alpine food heritage at risk of disappearing.
AlpFoodway is an Alp wide project whose goal is to build a sustainable development model for peripheral
mountain areas based on the preservation of Alpine Space cultural food heritage and on the adoption of
innovative marketing and governance tools. It will also foster the emerging of a transnational Alpine
identity based on the common cultural values expressed in food heritage.
The project brings together 14 partners from 6 different nations and different sectors and 39 observers.
This project is co-financed by the European Regional Development Fund (ERDF) in the realm of the Interreg
Alpine Space Programme. Hence, the requirements of the Alpine Space Programme are strictly applied.
Use of this document The communication strategy document is a framework to ease the organisation of the communication
activities of the AlpFoodway project. It provides a map of our communication goals as related to project
objectives and Alpine Space requirements, the means the project will set up to attain these goals and
practical guidelines for PPs communication, including:
• Basic guidelines for the visual identity tools that the PCM has made available to all partners.
• Tasks and responsibilities of PCM and PPs as far as project communication is concerned, so that we
can communicate timely and effectively at local, national and European level.
While the communication goals and organisational framework can be described in detail at this point, some
activities that support the different WPs can be detailed only later as part of the WP overall strategy.
From project goals to communication activities Communication helps coordinate the partnership that is working together to carry out the project; supports
the achievement of planned outputs and supports the transfer of outputs and results to target groups not
directly involved in the project.
To do this effectively the first step is branding the project, that is building its personality in the minds of:
a) The partners
b) The communities the project involves
c) External target groups
So, the goal framework looks as follows:
Project branding
Branding goals
• Brand awareness: let our target groups know AlpFoodway Project
• Brand image: let our target groups know what the project is about, why it is important, what
makes it different from any other similar project
• Brand associations: add (positive) details to the project’s core identity
Branding approaches and tools
• AF corporate identity tools (logo, headed paper, ppt templates)
• AF official events
• Participation to events about related issues organised by third parties
• Participation in online discussions about ICH and local development, including those about tourist
destination development and marketing
• Media relations
• Web magazine and social media
• Communication tools to help reach specific project goals
Main targets for branding activities
a) Local administrators
b) National government bodies
c) Cultural and educational institutions/professionals
d) Tourism professionals
e) Farmers
f) General public
Project goals and related communication goals The goals of AlpFoodway are:
1. Develop a sense of common Alpine identity through shared food practices
2. Develop a common understanding of AF ICH as a driver for local growth
3. Develop new ways for the dissemination of traditional food related know-how
4. Build a network of subjects committed to local sustainable development
5. Ensure transferability and dissemination of outputs
Project goal 1: Develop a sense of common Alpine identity through shared food practices
Communication goals
• Raise awareness of shared food related practices through the Alps
• Build a positive attitude about such commonalities
• Share experiences about food practices and traditions
Main communication targets
Local communities, especially:
a) Youth
b) Adults active in the farming, education, tourism and cultural domains
c) Administrators
Approaches and communication activities
• Trainings and courses: transregional workshops on specific products will help raise awareness of
commonalities in food culture existing through the Alpine area and build a positive attitude as
people realize how useful these can be to all Alpine communities.
• Events: transregional events where people from different Alpine regions share experiences as well
as exchanges between communities on the occasion of local events will make them aware of
shared food related practices. Thanks to the positive experience associated with meeting people
from different areas these events will help build a positive attitude about shared food heritage.
• Storytelling: Web magazine, social media and media relations will be used to highlight
commonalities and make local communities feel proud to be involved.
Project goal 2: Develop a common understanding of AF ICH as a driver for local growth
Communication goals
• Raise awareness about AF ICH potential role in local development
• Increase knowledge about how AF ICH can become an asset (conditions, available tools,
opportunities, threats)
• Build a positive attitude about promoting AF ICH in a sustainable way, respecting UNESCO
guidelines for ICH
• Raise awareness about the fact that local food related ICH is an expression of the culture of a larger
area and that this is an asset for local communities.
Main communication targets
a) Administrators and policymakers
b) Local economic actors (especially in the domains of agriculture, food production, tourism and
culture)
c) Educational institutions
Approaches and communication activities
• Trainings and courses: devising innovative vocational courses in business, tourism and destination
marketing are key to educate professionals about the potential of food ICH as a driver for local
development, about how it can be used and how to promote it avoiding overcommercialisation.
• Events: AlpFoodway events and partners’ participation to third party events will aim at showing
how food ICH can become a factor of sustainable local development through examples and
research outcomes.
• Storytelling: Individual stories and examples will be used to disseminate successful experiences and
their key factors in an engaging way. These stories will be told through media relations, social
media and web magazine, with an approach and tone of voice that varies according to the channel
used. This multichannel storytelling will let us reach all three communication targets and attain the
goals of raising awareness and influencing attitude by disseminating knowledge about effective
marketing techniques.
Project goal 3: Develop new ways for the dissemination of traditional food related know-how
Communication goals
• Raise awareness about the importance of traditional know-how, the threats it faces and the need
to keep it alive
• Increase knowledge about how traditional food related know how can be passed on effectively
from one generation to the next and disseminated to visitors and other people
• Build a positive attitude about the preservation of local practical culture and the opportunities that
it brings forward
• Build a community of heritage practitioners and disseminators
Main communication targets
a) local farmers
b) local restaurant managers
c) local culture professionals
d) local cultural institutions
e) local families
f) educational institutions
g) local and national administrators
Approaches and communication activities
• Trainings and courses: food intangible cultural heritage transmission activities for schoolchildren;
training programs in the fields of tourism and marketing; workshops and seminars about how to
reinvent traditional jobs in today’s context; training modules in innovative food heritage
communication
• Events: local events focusing on traditional practices help raise awareness about their importance
and pride in local culture; experience transfer events targeting locals and tourists let people
undestand that food traditions can become an economic asset for the community.
• Storytelling: web magazine, social networks and video materials will be used to highlight the
project pilot cases and draw general conclusions from these examples. The goal of communication
through social media is also building a community of heritage practitioners and foster discussion
about intangible heritage and how it can benefit Alpine rural areas.
Project goal 4: Build a network of subjects committed to local sustainable development
Communication goals
• foster experience sharing by creating a suitable platform
Main communication targets
a) Administrators
b) development agencies
c) farmers
d) tourism professionals
e) cultural institutions
f) culture professionals
Approaches and communication activities
• Trainings and courses: transnational skill building ateliers for partners, observers and local
stakeholders based on the evidences resulting from AlpFoodway research activities will be the first
step for building a transnational network based on experience sharing.
• Events: local events will help people from different communities meet and share their thoughts
whereas AlpFoodway transnational events will offer practitioners from different nations a chance
to exchange experiences, best practices and to learn from the research that has been carried out by
AlpFoodway partners.
• Storytelling: the web magazine will be a tool for result dissemination and for sharing local
experiences. A multimedia contest will provide stories about Alpine foodways through the Alpine
region.
Project goal 5: Ensure transferability and dissemination of outputs
Communication goals
• Disseminate project outputs so that other communities may take advantage of the findings
• Inform about upcoming AF events (midterm, forum, workshops)
Main communication targets
a) Observers and other stakeholders interested in AlpFoodway results
b) General public
c) Policymakers
Approaches and communication activities
• Trainings and courses set up according to AlpFoodway findings will help disseminate the knowledge
developed by the project and let a high number of people, from university students to
professionals participating in continuing education activities, learn from the project results.
• Events: official events like the midterm conference and the final AlpFoodway conference will be set
up with the goal of informing a wide public about the project progress and disseminating its results.
Also, AlpFoodway will take part to a few large third party events (like trade fairs, exhibitions,
conferences) in order to reach an even wider audience. The decision to participate to third party
events and how to do so will depend on the coherence of the event with AlpFoodway, on its
popularity and on its target.
• Storytelling: project results will be made available through various means: official website, web
magazine, social media, partners’ media relations, AlpFoodway general and partners’ newsletter.
The project values and achievements will be conveyed through each channel according to its
characteristics. Official documents, news and events will be uploaded in the official website, the
web magazine will host articles about the project and related topics, Facebook will help spread the
word about project progress, results and events in a more informal way, becoming a “journal” for
the project. Instagram will do the same through pictures. Twitter will be used to disseminate
project information and results as well as interesting content on relevant topics.
Communication targets As described in the previous paragraph, the main targets of communication of AlpFoodway are local
communities and local and national media.
Heritage communities
Heritage communities are the main target of the project. AlpFoodway addresses them at three levels:
• Private people: families, farmers, culture and tourism professionals
• Organisations and enterprises:
o Cultural and educational institutions, local development agencies, chambers of commerce
and business incubators
o SMEs in the sectors of tourism (hotels, restaurants), food production, agriculture,
marketing and communication, culture, creative business
o Interest groups and NGOs, as these are often an important trait-d'union between regional
and local authorities and civil society and citizenship.
• Local administrators: municipalities, unions of municipalities on the Alpine valleys and urban and
• Ministries and departments (agriculture, culture) involved directly as observers or targeted directly
for policy improvements and dissemination through specific communication and lobbying.
General public
People in the Alpine Space area interested in sustainable development of their region. Regional and foreign
tourists. People of urban and metropolitan areas interested in Alpine lifestyle and culture and genuine,
sustainable, traditional food.
Observers and others
• Business support organisations: chambers of commerce and business incubators
• Education institutions in the vocational training field.
• Interest groups and NGOs
• SMEs and large enterprises from other areas: regional, national retailers interested in sustainable
food and valorisation of local food production.
• International organizations under international law: Unesco, Alpine Convention etc.
• International organisations under national law: Transnational associations of Alpine tourist
marketing organisations involved as observers.
Communication of AlpFoodway addresses targets that are directly involved in the project (internal) and
others that are not involved (external) and does so both at the local/national level and at the
transnational/EU wide level.
For communication to be fully effective, local and national targets must be addressed communication
in their own language and by a local source. Content to these groups must be relevant to local issues.
Thus, communication to these targets will be taken care of locally.
On the contrary, communication involving transregional targets needs a shared language and a source
within the wider AlpFoodway network. Content will adderss how Alpine Space Foodways are
expressions of an Alpine and local culture; how they can be turned into assets for sustainable
development; how they represent an heritage to pass on; how can networking between different
Alpine regions can foster a shared Alpine identity; what can be learnt from examples from other areas.
This part of communication will be the job of the WPC PM.
Therefore, although the overall responsible for the communication workpackage is Dislivelli all partners
must be involved in communication activities as well, as we will further detail in the following section.
Communication approaches
Training activities and courses
Different kinds of educational activities are set up within AlpFoodway: workshops to connect older and
younger generations in the transmission of traditional food related know how, higher education trainings in
tourism and destination marketing, capacity building ateliers, transnational workshops and seminars,
educational tours. These are essential to raise awareness about the importance of traditional know-how for
local identity and development, create a positive attitude to local food culture, increase knowledge about
effective trasmission and dissemination practices and about effective collective marketing approaches.
Transnational trainings also result in shared experiences that ultimately help build a shared Alpine identity.
Events
Events are great ways to brand the project, build transnational relationships and disseminate results.
AlpFoodway partners will set up various kinds of events: local presentations, transnational conferences and
participation to third party events.
Storytelling
Storytelling is a powerful tool to build knowledge and attitudes, used in many fields, from teaching to
marketing to identity building. In the case of AlpFoodway the stories are about the Alpine cultural food
heritage and aim at involving people living outside or inside the alpine territories, stimulating curiosity and
increasing interest in Alpine food related practices as well as in the actions carried out within AlpFoodway.
Conveying interesting and original stories on the topic of Alpine cultural heritage easily allows to establish a
relationship with AlpFoodway target groups. There are many ways a story can be told: images on
Instagram, texts on a blog, video on YouTube or even press releases. Each has its own language and
conventions, but together they can form a whole, multidimensional story.
Communication channels and tools
Corporate image
AlpFoodway corporate image is the means through which the partners involved in AlpFoodway can
communicate their activities and results as a single entity. This semiotic coherence makes the
communicative process more efficient, because it gives the recipients some specific reference points and,
above all, induces a process of progressive acknowledgement of the AlpFoodway brand and its activities,
with positive consequences on its success as a means for building a common understanding of Alpine food
heritage and its potential for sustainable development.
Logo
The AlpFoodway project has an official Logo, created according to Alpine Space Corporate Design Manual.
All information necessary to use it correctly can be found in the corporate identity manual available in the
download area of the project’s official site http://www.alpine-space.eu/projects/alpfoodway/en/project-
results/downloads/project-logo.
Here is some basic information for its correct use.
The minimum size of the logo varies depending on the media used: print (portrait or landscape),
smartphone, tablet, laptop/desktop, or power point.
For each media, we used the follow recommended size.
− Logo Print A4 Portrait: the minimum size required is 38.1 mm width. The ideal size recommended is 80.4 mm width.
− Logo Print A4 Landscape: the minimum size required is 38.1 mm width. The ideal size recommended is 80.4 mm width.
− Logo Screen on Smartphone: the minimum size required is 240 px width. The ideal size recommended is 300 px width.
− Logo Screen on Tablet: the minimum size required is 240 px width. The ideal size recommended is 300 px width.
− Logo Screen on Laptop/Desktop: the minimum size required is 300 px width. The ideal size recommended is 400 px width.
− Logo Power point (16:9): the minimum size required is 32.6 mm width. The ideal size recommended is 68.8 mm width.
Furthermore, there are 3 types of logos: the standard colour logo, the greyscale logo, and the black-and-
white logo.
− The standard logo is the full colour version and should be used whenever possible and ideally on white backgrounds.
− The greyscale logo should be used only when the standard logo cannot be used.
− Finally, the black-and-white logo is the last resort option and should only be used when the greyscale logo cannot be used.
For each logo type, there are 2 versions:
1) the eps version: it is the one that should be sent to any graphic designer willing to work with the logo
2) the png version: If the eps version cannot be read, the png version can be used. However, for some media (print A4 portrait and print A4 landscape), there is no png version available.
Templates
PCM provides a series of customised templates for PPs:
− headed paper for official communications, press launches and invites
− PPT for public presentations. The templates will be uploaded in English on the Download area in the official AlpFoodway project site.
Promotional materials
For promotion and visibility at public events, posters, flyers and video are produced in different languages
with customised versions. PCM will create English versions for posters and flyers and will give Pps the basic
structure for the realisation of single customised versions. PCM is also going to create an English language
promotional video for the project, which will be subtitled in all the other languages.
Flyer AlpFoodway has an official flyer to explain the project to the international, national and regional stakeholders. PCM produces an English version of the flyers (max. size A3) that will be translated by each PP in its own language. The English version will be made available in the download area of the project’s official website. The format and contents for the flyers will be provided by the PCM. Prints of the flyers in local language will be paid by each PPs. Poster AlpFoodway has an official poster to explain the project and to be displayed at each project participant's premises and at public events. PCM produces an English version of the poster (min. size A3) that will be translated by each PPs in their own language. You can download the English version in the download area of the project’s official website (http://www.alpine-space.eu/projects/alpfoodway/en/project-results/downloads/poster). The format and the contents for the poster will be provided by the PCM. Prints of the poster in local languages will be paid by each PPs. Roll-ups with the contents of the poster can also be produced by PPs. Video PCM produces an illustrative video clip in English (max 6 minutes) in English and other 4 languages. Each PPs will provide subtitles in each local language to the PCM for the final editing.
Media relations During the three years of work the PCM will produce at least 12 press releases. The press releases will be about:
− the kick-off meeting in Marseille: on 2017.02
− the mid-term conference in Innsbruck on 2018.10
− the media trip (to be defined)
− the outcomes of the activities of work packages 1, 2, 3, 4. Furthermore 3 international press releases (in 5 languages) for general public, target groups and
stakeholders will be produced, at the end of the project on 2019.10:
− 1 announcing the international forum and presenting the results of the project
− 1 launching the signature of the Charta
− 1 after the international forum After the end of the project PCM will produce 1 international press release (in E) in occasion of the post-