Communication and dissemination strategy WP8 9/5/2018
Communication and
dissemination strategy
WP8
9/5/2018
Version 3.0
WP 8
Dissemination level Public
Deliverable lead ICLEI
Authors
Meritxell Diaz, ICLEI
Paula Land, 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
License
This work is licensed under a Creative Commons Attribution-Non-Commercial-No Derivatives 4.0 International License. See:
http://creativecommons.org/licenses/by-nc-nd/4.0
WP8 - Deliverable 8.1 Communication and dissemination strategy Introduction
URBAN_WINS_D81_02-01_final - 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 __________________________________ 14
7.1. Website _____________________________________________________________ 14
7.2. Dissemination conferences _____________________________________________ 16
7.3. EU initiatives and events ______________________________________________ 18
7.4. Breakfast at Sustainability’s ____________________________________________ 19
7.5. Webinars ____________________________________________________________ 20
7.6. Social media _________________________________________________________ 21
7.7. Online agoras ________________________________________________________ 22
7.8. Mailing lists __________________________________________________________ 23
7.9. Channels of partners __________________________________________________ 23
8. Communication products __________________________________________________ 24
8.1. Promotional e-leaflet _________________________________________________ 24
8.2. E-newsletter _________________________________________________________ 24
8.3. Blogging ____________________________________________________________ 25
8.4. Press releases ________________________________________________________ 26
8.5. Sector watch ________________________________________________________ 26
8.6. Elevator pitches ______________________________________________________ 27
8.7. CityMatch ___________________________________________________________ 27
8.8. Videos ______________________________________________________________ 28
8.9. Online campaigns _____________________________________________________ 29
8.10. Exploitation plan ___________________________________________________ 29
9. Products’ and channels’ connection to the communication approach _____________ 30
WP8 - Deliverable 8.1 Communication and dissemination strategy Introduction
URBAN_WINS_D81_02-01_final - 2 -
10. Timeline ______________________________________________________________ 32
11. Evaluation and monitoring _______________________________________________ 35
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 (2nd revision) describing how
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, with a particular
focus on the last year. This strategy also refers to how an exploitation strategy is
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 second and final update of the Communications and Dissemination Strategy that
was produced by M3. 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.
WP8 - Deliverable 8.1 Communication and dissemination strategy Communication approach
URBAN_WINS_D81_02-01_final - 3 -
2. Communication approach
The communication and dissemination activities within the 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 to 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
WP8 - Deliverable 8.1 Communication and dissemination strategy Communication approach
URBAN_WINS_D81_02-01_final - 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
AWARENESS
UNDERSTANDING
COMMITMENT
ACTION
AWARENESS UNDERSTANDING +
ACTION COMMITMENT
Figure 2: Overlapping phases
WP8 - Deliverable 8.1 Communication and dissemination strategy Communication objectives
URBAN_WINS_D81_02-01_final - 5 -
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?)
3. Communication objectives
The general communication objectives of UrbanWINS are:
To engage target audiences in the participatory processes and keep them engaged
and dedicated after the participatory processes are concluded
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
WP8 - Deliverable 8.1 Communication and dissemination strategy Communication objectives
URBAN_WINS_D81_02-01_final - 6 -
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
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
WP8 - Deliverable 8.1 Communication and dissemination strategy Target audiences
URBAN_WINS_D81_02-01_final - 7 -
To allow relevant target audiences to see the added value of using the urban
metabolism framework as a tool to improve their waste prevention and
management
To facilitate relevant target audiences using the results in a way that serves their
needs
To promote the methods (such as citizen participation), outcomes, and results
among other cities and stakeholders in a way that allows them to adapt and
replicate the solutions.
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
matrices were used to redefine these target groups.
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
Educational centres – primary and secondary schools, as well as other informal
educational centres, since some of the pilot actions are directed at these
institutions
WP8 - Deliverable 8.1 Communication and dissemination strategy Target audiences
URBAN_WINS_D81_02-01_final - 8 -
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: stakeholders that spread the word about the project
Unusual suspects: stakeholders that develop an interest in the project for
unexpected reasons
PRIMARY TARGET
GROUPS
AREA OF INFLUENCE
Governments (local, regional and European level)
- Public authorities
- Policy and decision makers
- Practitioners
Waste prevention and management policies and strategies
Leadership and management
Urban planning
Waste industry
- Waste management companies
- Waste solutions’ suppliers
Waste prevention and 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
WP8 - Deliverable 8.1 Communication and dissemination strategy Target audiences
URBAN_WINS_D81_02-01_final - 9 -
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
Waste prevention policies
Generation of waste
Implementation/Integration of innovative solutions
Urban planning
Local business - Retail shops
- Supermarkets
Consumption of resources
Waste prevention
Generation of waste
Sister projects and related projects
- Urban Waste
- REPAiR
- IntherWASTE
- PPI4Waste
- CIRC-PACK
- PlastiCircle
Urban metabolism
Waste management and prevention
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
WP8 - Deliverable 8.1 Communication and dissemination strategy Key messages
URBAN_WINS_D81_02-01_final - 10 -
(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
5. Key messages
These overarching key messages have been designed to promote UrbanWINS project and
its approach to all target audiences:
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
WP8 - Deliverable 8.1 Communication and dissemination strategy Key messages
URBAN_WINS_D81_02-01_final - 11 -
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.
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 decision and policy
making approach of the project.
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. There are things we can do to
save resources: UrbanWINS finds new ways to prevent waste and reduce
resource consumption
Waste can also be used as a resource by reusing and recycling and upcycling it
Cities are committed to introduce innovative ways of finding 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
WP8 - Deliverable 8.1 Communication and dissemination strategy Key messages
URBAN_WINS_D81_02-01_final - 12 -
To engage stakeholders to join the online agoras and discuss with other stakeholder, these
are the key messages:
These are some tailored messages for some specific targeted audiences:
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 prevention and management
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.
WP8 - Deliverable 8.1 Communication and dissemination strategy Visual identity
URBAN_WINS_D81_02-01_final - 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
WP8 - Deliverable 8.1 Communication and dissemination strategy Communication and dissemination channels
URBAN_WINS_D81_02-01_final - 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
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 live since December 2016 (M7 of the project).
It is the main interface towards all stakeholders interested in UrbanWINS, its progress, and
its results. As a result of reviewing the current website content, the information of the city
profiles will be sharpened and up-to-date information on the pilot actions will be included.
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 website structure:
WP8 - Deliverable 8.1 Communication and dissemination strategy Communication and dissemination channels
URBAN_WINS_D81_02-01_final - 15 -
A new web site structure was suggested and is currently built by CEIFAcoop. The new
structure would look like this (with the Pilot Cities tab remaining the same):
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
Sector
Watch
Keep
updated
Newsletter
Press corner
Leaflet
Quality
Snapshot
Deliverables
Elevator
Pitch
Toolkit
Media
WP8 - Deliverable 8.1 Communication and dissemination strategy Communication and dissemination channels
URBAN_WINS_D81_02-01_final - 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
WP8 - Deliverable 8.1 Communication and dissemination strategy Communication and dissemination channels
URBAN_WINS_D81_02-01_final - 17 -
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.
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) organised a national kick-off conference during the first year of the project,
and Coimbra hosted the national (Portugal) conference on 25 and 26 June 2018. The
conference was organized by the University of Coimbra, FCT.NOVA, Ceifacoop and Leiria,
and it was attended by about 80 people.
Three conferences are planned in the second half of 2018: On 19 October, Ecosistemi is
organizing a national conference in Rome, within the framework of the Forum CompraVerde-
BuyGreen. The Romanian Building Council will organise the national conference in Bucharest
on 20 November. On 23 November CTM is organising the national conference in Sabadell for
Spain.
WP8 - Deliverable 8.1 Communication and dissemination strategy Communication and dissemination channels
URBAN_WINS_D81_02-01_final - 18 -
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 April 2019 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.
These are some events where UrbanWINS was presented:
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 Forte Village, Italy
http://www.sardiniasymposium.it/
WP8 - Deliverable 8.1 Communication and dissemination strategy Communication and dissemination channels
URBAN_WINS_D81_02-01_final - 19 -
Landfill Symposium
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/
29.06.2018
Workshop ECO.NOMIA – Cidades Circulares Lisbon, Portugal
http://eco.nomia.pt/pt/recursos/noticias/cidadescirculares
These are some tentative conference where UrbanWINS could be presented
DATE EVENT PLACE URL
3-5.10.2018 EcoProcura Nijmegen, the Netherlands
http://www.ecoprocura.eu/
22–25.5.2019 Urban Futures Oslo, Norway https://www.urban-future.org/
Partners regularly update a file 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’s
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 was presented and its developments and outcomes were discussed successfully
with high-level policy makers from across Europe, as well as other stakeholders.
WP8 - Deliverable 8.1 Communication and dissemination strategy Communication and dissemination channels
URBAN_WINS_D81_02-01_final - 20 -
The event was organised around M18 of the project, in November 2017.
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 first two webinars already took place:
- Urban metabolism and circular economy. Organised by ICLEI, it took place on
5 July 2017, with around 50 participants
- Participatory mechanisms and urban agoras. Organised by CEIFACOOP, took
place in February 2018 and was attended by 35 participants
Another two webinars will be offered in the second half of 2018 with the following focus:
- From citizen participation to local action. Insights from two pilot cities.
Taking place September 2018, organised by ICLEI
- T.b.d.
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
WP8 - Deliverable 8.1 Communication and dissemination strategy Communication and dissemination channels
URBAN_WINS_D81_02-01_final - 21 -
7.6. Social media
Social media communication and dissemination helps increasing UrbanWINS impact and
reach a wider audience.
Three main social media channels are currently used: Twitter, Instagram and Facebook.
ICLEI is managing social media contents.
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:
Create 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
Spread the news about activities in different cities, especially based and linked to on
blog posts published on the activities.
Build relationships (also with other related projects)
Announce and advertise specific events
Target journalists, media and influencers
The amount of tweets varied based on the need of the project. For the pilot action phase
as well as the replication phase of the project, twitter will be a key tool to point out
interesting developments and inspire other cities to follow the example of the pilot cities.
The use of twitter will be intensified in the final phase of the project, mainly to draw
attention to pilot actions and to promote content created (videos, elevator pitches, sector
watch articles.
Hashtags to be used in social media: #UrbanWINS #waste #H2020
WP8 - Deliverable 8.1 Communication and dissemination strategy Communication and dissemination channels
URBAN_WINS_D81_02-01_final - 22 -
All partners are encouraged to retweet the tweets produced by the @UrbanWINS account,
or to quote them and translate them into the local languages.
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.
Facebook is used for creating and promoting events and informing the network about
important milestones. It also serves as a landing page for those looking via facebook.
Facebook will also increasingly be used to promote the online agoras to keep citizens
engaged. It directs to the main website.
The Instagram account will be deleted by the End of August 2018 as it results that the
primary target group is not active on Instagram and the project is not suitable for
Instagram as not enough content is created on a daily basis (mass communication).
Other communication channels such as linkedin and project websites are used on an ad-hoc
basis, based on need and suitability.
7.7. Online agoras
The online agoras - are also being used as a channel to disseminate and communicate
events, developments and outcomes of UrbanWINS. They are used by the cities to inform
citizens about the participatory process in their town, to encourage their participation also
from distance and to guarantee transparency. 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.
members of the agoras are constantly encouraged to discuss the results and the findings of
the project, and how they thing results can be translated into actions. The urban bloggers
also actively contribute to the agoras, hereby stimulating agora participants to keep the
discussion going and keep committed to the process.
WP8 - Deliverable 8.1 Communication and dissemination strategy Communication and dissemination channels
URBAN_WINS_D81_02-01_final - 23 -
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.
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.
WP8 - Deliverable 8.1 Communication and dissemination strategy Communication products
URBAN_WINS_D81_02-01_final - 24 -
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
German (currently being finalized)
8.2. E-newsletter
Project newsletters are issued appr. 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
WP8 - Deliverable 8.1 Communication and dissemination strategy Communication products
URBAN_WINS_D81_02-01_final - 25 -
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.
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.
The bloggers are well connected within their communities and the waste sector, which is
why their input will receive a prominent spot at the final conference, potentially as a
panel or else. Feedback from the bloggers is also included in developing communication
material.
ICLEI is exploring regularly 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. One exchange web call with
the bloggers already took place to share experiences and give updates. A follow-up web
meeting is planned for September 2018.
The bloggers will be invited to contribute to the final conference in April/May 2019 in
Brussels, organised by Ceifacoop.
WP8 - Deliverable 8.1 Communication and dissemination strategy Communication products
URBAN_WINS_D81_02-01_final - 26 -
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 - 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.
For the second half of 2018, the plan is to intensify Sector Watch as a communication tool
to give more in-depth information on specific topics of the waste sector.
WP8 - Deliverable 8.1 Communication and dissemination strategy Communication products
URBAN_WINS_D81_02-01_final - 27 -
The goal is to publish every month and create a variety of formats (as mentioned above).
Results from UrbanWINS pilot actions will be included whenever possible.
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 pitches
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.
One elevator pitch has been created in the format of a video and was shared on the
website. ICLEI is exploring ways in which the pilot actions can be shared in an Elevator
Pitch format, such as short videos.
On top of that, the elevator Pitch format will also be used to support the articles created
for Sector Watch, summarizing the content and acting as a teaser to spark interest.
Therefore, the content of Sector Watch and the Pitches will be more aligned, starting from
August 2018 until the end of the project.
Action plan:
- ICLEI (supported by CEIFACOOP) in cooperation with partners in WP5 and WP6 to create this elevator pitch
8.7. CityMatch
This activity consists 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 activity is open for any public authority to participate in, in order to maximise the
replication impact of UrbanWINS
WP8 - Deliverable 8.1 Communication and dissemination strategy Communication products
URBAN_WINS_D81_02-01_final - 28 -
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, was
explored. Activities such as site visits, webinars, workshops or twinnings are currently
developed within the members of this interest group. These activities involve public
authorities, procurers, waste management companies, social enterprises and collectors,
and business delivering solutions, among others.
The CityMatch activities have been soft-launched by adding some information in the
UrbanWINS website: https://www.urbanwins.eu/city-match/
The activity was fully launched in September 2017. The first city match took place in Rome
alongside CompraVerde 2017.
Another City Match is planned to take place, with Zurich (January 2019) and Malmö having
signalled interest.
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, Romanian and German.
Tentative ideas for the next videos are:
Presentation of the toolkit: what it contains and how it can be used by decision-makers
Outcomes of UrbanWINS in particular pilot cities actions
For the very next video, ICLEI will coordinate collection of footage during various pilot
actions to compile a video that promote the activities, in particular pilot actions. This will
be done in cooperation with local partners.
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
WP8 - Deliverable 8.1 Communication and dissemination strategy Communication products
URBAN_WINS_D81_02-01_final - 29 -
- ICLEI and national partners organise video footage - 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 were and will be developed within the project.
* “Online agoras” campaign: This campaign aims at engaging stakeholders to join the
online agoras to discuss different topics.
Instagram will not be used to promote the online campaign, instead, focus on twitter and
facebook will be intensified.
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.
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).
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
WP8 - Deliverable 8.1 Communication and dissemination strategy Products’ and channels’ connection to the communication approach
URBAN_WINS_D81_02-01_final - 30 -
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
9. Products’ and channels’
connection to the
communication approach
AWARENESS
UNDERSTANDING
- 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
WP8 - Deliverable 8.1 Communication and dissemination strategy Products’ and channels’ connection to the communication approach
URBAN_WINS_D81_02-01_final - 31 -
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
()
COMMITMENT
ACTION
- 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
WP8 - Deliverable 8.1 Communication and dissemination strategy Timeline
URBAN_WINS_D81_02-01_final - 32 -
Academia and research centres
() () ()
Local business
Financial services
() ()
Media
Multipliers ()
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
WP8 - Deliverable 8.1 Communication and dissemination strategy Timeline
URBAN_WINS_D81_02-01_final - 33 -
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 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.
Upd.
WP8 - Deliverable 8.1 Communication and dissemination strategy Timeline
URBAN_WINS_D81_02-01_final - 34 -
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 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 +
WP8 - Deliverable 8.1 Communication and dissemination strategy Evaluation and monitoring
URBAN_WINS_D81_02-01_final - 35 -
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 are 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
Social media feedback: number of followers to the UrbanWINS Twitter and Instagram account and tweets with the hashtag #UrbanWINS. So far the twitter account has 495 and Instagram has 94 followers, follower numbers on the Twitter account are still rising.
Webinars: at least 15 participants in each webinar. The first and second webinar both exceeded this number by far and were attended by 50+ and 35 people respectively.
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. 4 of these conferences have already been organised.
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
WP8 - Deliverable 8.1 Communication and dissemination strategy Evaluation and monitoring
URBAN_WINS_D81_02-01_final - 36 -
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.
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
WP8 - Deliverable 8.1 Communication and dissemination strategy Evaluation and monitoring
URBAN_WINS_D81_02-01_final - 37 -
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