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Communication Plan
18.06.2013 Version 2.2
Author Ellen Esser
Organization PP10 - EWO
SEAP_Alps
Supporting Local Authorities in the Implementation of Sustainable Energy Action Plans in the Alpine Space Area
Project reference No. 4-4-3 IT
Priority 3 – Environment and Risk Prevention
Project duration: 01.10.2012 – 31.05.2015
Communication Strategy
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Short Description
This document defines and describes the communication plan of the project.
Document Details
Project SEAP_Alps
Supporting local authorities in the implementation of Sustainable Energy Action Plans in the Alpine Space
Action WP 3 – action 3.1
Deliverable YES: WP 3 - 01
Due date Project Month 3 (12/2012)
Delivery date
Dissemination PP
Origin PP 10 - EWO
Author Ellen Esser – [email protected]
Version Date Author Organization Description
V1.0 12.11.2012 Ellen Esser EWO 1st version
V2.0 12.12.2012 Ellen Esser EWO 2nd version
V2.1 08.01.2013 Ellen Esser EWO 2nd version
V2.2 18.06.2013 Ellen Esser EWO 2nd version
Communication Strategy
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Table of Contents
1 Strategic Overview ......................................................................................................... 3
2 Situation Analysis ........................................................................................................... 3
3 Objectives ...................................................................................................................... 5
4 Target Groups ................................................................................................................ 5
5 Messages ....................................................................................................................... 6
6 Tactics ............................................................................................................................ 6
7 Media ............................................................................................................................. 7
8 Timeline of communication actions ................................................................................. 8
9 Publicity Guidelines ........................................................................................................ 9
10 Responsibilities .............................................................................................................. 9
ANNEX 1 Table Timeline of Communication Plan ...............................................................10
ANNEX 2 Styleguide ...........................................................................................................11
Communication Strategy
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Communication Plan
1 Strategic Overview
The project SEAP_Alps focuses on the evaluation, development and implementation of
sustainable energy action plans (SEAP). In order to promote these goals it is essential that
local and regional authorities of the project partner (pp) countries as well as the public will
support and get involved in the project. Therefore it will be the major goal of the
communication plan to ensure that the project ideas and objectives will be spread among all
stakeholders of this project in a well structured and strategic way.
The strategy comprises basically three columns: A website will serve as the major channel to
inform stakeholders and public about the project’s progress. Secondly, brochures and other
publications (e.g. handbooks, guidelines etc.) will be disseminated in order to provide more
detailed information to municipalities and to the public. Finally, Workpackage 3 (WP 3)
activities focus on the promotion of the project on a local, regional and European level
through media involvement during public events. Since good communication between project
partners (pp) is vital to ensure that information is shared in a timely and effective way, the
communication plan lays also the foundation for a successful collaboration among project
partners.
2 Situation Analysis
A SWOT analysis was performed, to define the strengths, weaknesses, opportunities and
threats of the project. On the one hand the Project Participants have well functioning
networks with numerous contacts to Local authorities where they have gained much
experience with the implementation of Sustainable Energy Action Plans. On the other hand
they have to deal with different cultural backgrounds, especially with regards to formal
procedures at Local Authorities. In addition the project language English will not be the same
language in which the external communication and contacts will take place.
Communication Strategy
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These weaknesses can be overcome by the opportunities that the acquisition and transfer of
national and regional knowledge will provide. Thus, newsletters and brochures can be
disseminated in all national partner languages. In addition there is the chance to promote the
project at a European level during the CoM event, where majors and covenant coordinators
will come together.
Finally, the progress of the project can be delayed if administrative procedures during the
implementation of SEAPs would take more time than originally assumed and planned.
OPPORTUNITIES
- acquisition and transfer of national
and regional knowledge
- dissemination of newsletters and
brochures in all partner language
- promotion of pr4oject at European
level (EU CoM)
THREATS
- administrative procedure for
implementation of SEAPS might take
longer time than foreseen
STRENGTHS
- numerous contacts to local
authorities
- well functioning networks
- partners well experienced with
implementation of SEAPs
WEAKNESSES
- different cultural and political
backgrounds with respect to formal
procedures at Local Authorities
- different languages in internal
(English) and external
communication (national languages)
Communication Strategy
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3 Objectives
The overarching goal of this communication plan is to ensure that information is shared with
appropriate audiences in a timely and effective way. The main objectives of the communi-
cation plan are:
to reach a great number of local and regional authorities in order to foster commitment
to energy action measures
to support cooperation between municipalities willing to elaborate a common and
integrated SEAP
to foster collaboration among covenant coordinators of municipalities (CoM) and
municipalities willing to implement SEAPs
to export and promote project outputs on a national level towards other covenant
coordinators, regions, energy agencies and project observers
to promote the project idea in collaboration with the European Energy Award and
Climate Alliance
to raise public awareness for the necessity to address climate change on a local level
to establish an effective and efficient working platform for project partners.
4 Target Groups
The main target groups for communication activities will be:
small and medium municipalities
regional authorities
national and European authorities
covenant coordinators/association of municipalities
selected local and regional target groups
energy, environmental and development agencies
financial organisations (ref. to PPP)
project observers
public in general
media
Communication Strategy
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5 Messages
Allow ideas to spread, to create momentum and give impulse to change of behaviour with
respect to the use of energy.
Raise the awareness for the need to adapt to climate change and for the need to act now.
6 Tactics
Crucial to the successful use of project results is the delivery of relevant information by
utilising adequate communication channels. In order to address the main objectives of the
project, the communication plan will focus on continuous communication with all relevant
stakeholders and thus will provide information on local, regional and national level via
newsletters, print material, press release, posters, roll-ups and brochures.
Additionally an e-learning and knowledge platform will serve as a tool for project partners and
interested parties to exchange results and experiences. All project outputs will be available
on the SEAP_Alps public website, which allows the use of results by municipalities, regional,
national and European Authorities, associations, NGO’s, research institutions, media and
general public.
Workshops at local level and the participation at CoM conferences will have a multiplier
effect and will serve as channels to spread project outputs and create awareness for pilot
initiatives.
Effective and fast collaboration between projected partners has high priority. Therefore WP 3
will emphasise this aspect among project participants.
All relevant WP outputs shall be collected at EWO. After preparation according to
communication guidelines, outputs will be thoroughly documented and published. For
external communication of outputs, the communication foresees the use of digital and print
media as well as workshops and conferences.
Communication Strategy
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7 Media
Website
The basic media through which the broader public and stakeholders will be constantly kept
informed about the activities, background information, working papers, events, frequent news
and updates will be the SEAP_Alps website (www.seap-alps.eu). The site will provide
information about the objectives of the project, workpackages, partners, observers, the
support given by the Alpine Space Programme, news and events and general media
information. Relevant knowledge and testing tools will be gathered on a training platform for
e-learning purposes.
The project website will be designed in English, but selected pages will be translated and
provided in the partners’ languages French, German, Italian and Slovenian.
Additionally, an internal project website will serve as communication platform for project
partners. The structure will enable partners to share, discuss, revise and document papers
and reports. A database will provide lists of contacts that will be used for dissemination of
communication material and newsletters.
Newsletter
A newsletter will be launched at least biannually containing a summary of the latest news
and events. The newsletter will provide a link to the SEAP_Alps website where the complete
articles can be read. The newsletters will be written in English and translated and reviewed in
the partners’ national languages. Afterwards, it will be disseminated in all national languages.
Project brochure
For initial contacts with municipalities, regional authorities, energy agencies and covenant
coordinators a project brochure will be produced. It will provide general information,
objectives and goals of the SEAP-Alps project and will outline the support of the project by
the Alpine Space Programme and the Regional Development Fund. During local events the
Communication Strategy
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brochure will serve as promotional material. Therefore, the project brochure will be produced
not only in English but in all partner languages.
Project handbook
During the course of the project, the partners will decide upon the kind of publications for
dissemination of the project’s results. This might be an interim report in form of a handbook,
a guideline for energy planning or a final project booklet. The final result will be published in
English and in all national partner languages.
Social media
SEAP_Alps will engage in social media in order to reach a broad public and to enable
dialogue between stakeholders, recipients and project partners. Therefore a YouTube and a
twitter account will be established.
Press, local radio and TV
All public events shall be accompanied by one press release prior to the event and one after
the event. In addition, local radio and TV stations will be informed about the event.
Film
Several video films will be launched, which will document public events and activities, show
interviews with partners and stakeholders and will give an impression of the project
meetings.
8 Timeline of communication actions
A detailed timeline of the communication plan is annexed to this document. The timeline
table lists milestones and activities of communication actions and shows responsibilities. In
the course of the project the table will be updated on a regular basis. Thus it will be ensured
that all activities will be kept in view and are transparent to all team members.
Communication Strategy
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9 Publicity Guidelines
Messages are transported by visibility. Therefore, the corporate design will help to develop a
distinctive, homogeneous appearance in the public and towards stakeholders. Internally, the
corporate design will strengthen the identification of team members with the project.
Therefore a project logo has been designed and a styleguide implemented. The styleguide
defines the basic rules for all visible outputs of the project. In addition templates for reports
and letters will be generated. The styleguide is annexed to the communication plan.
10 Responsibilities
Generally, WP3 is responsible for the implementation of the communication plan and the
style guide. But all project partners will be responsible to use the style guide and the
templates for their project outputs and results. All national partners will be asked to translate
communication material into their own language. In addition project information will be
spread through already existing communication channels of the partners like other websites,
newsletters, press releases and social media.
The detailed allocation of responsibilities is marked in the Timeline Table, see Paragraph 8.
SEAP_Alps Styleguide
A-1
Styleguide
1. Programme Requirements
The SEAP_Alps styleguide is based on the rules and regulations of the Alpine Space
Programme. Therefore, the Programme Fact Sheet No. 6.7 and the Programme Styleguide
have to be considered with respect to all information and publicity (I&P) activities.
Together with the project logo, partners are obliged to include the Alpine Space Logo Version
A on all I&P material. The Version A combines the EU emblem, the indication of the ERDF,
the statement chosen by the Managing Authority (MA) as well as the programme logo. It
exists in two different forms, in different colour and language versions and must be used in
its minimum size (38 x 21 mm). All programme logo versions are illustrated and described in
the Alpine Space Styleguide. The programme logo shall be at least as big as the project
logo.
Assistance regarding the use of the logos will be provided by the WP3 team of SEAP_Alps.
In addition all publications, especially press releases radio or TV interviews need to have a
textual reference to the Programme and the Co-Funding, e.g.: The project is supported by
the EU Alpine Space Programme and co-funded by the European Regional Develop-
ment Fund (ERDF)
Alpine Space Logo A
SEAP_Alps Styleguide
A-2
Only for very small gadgets (e. g. pens, memory sticks etc.) the use of version B without any
further indications is sufficient.
Alpine Space Logo B
Colours Alpine Space red:
Alpine Space colour RGB CMYK
red R 200 G 71 B 97 C 0 M 64 Y 51 K 22
green R 122 G 181 B 29 C60 M0 Y100 K0
2. SEAP_Alps Logo
The logo must be placed on all final versions of project documents and on all promotion
materials, e.g. publications, presentations, invitations, agendas, gadgets. The logo is
available in jpg and eps format on the internal project website.
SEAP_Alps Styleguide
A-3
SEAP_Alps logo colour definition according to RGB and CMYK colour scales.
SEAP_Alps colours RGB CMYK
blue R 30 G 84 B 158 C 90 M 70 Y 0 K 0
green R 122 G 181 B 29 C60 M0 Y100 K0
grey R 156 G158 B159 C0 M0 Y0 K50
For the application of the logo, the following rules shall be considered:
The logo will always be reproduced in optimal quality.
Only original copies of the logo will be used.
There will always be enough free space around the logo.
The logo will be placed at a central and visible position.
3. Typography
The type used for SEAP_Alps publications and reports will be:
Arial
Especially for headlines, the type
Arial Unicode MS
shall be applied. For the preparation of papers and letters, templates will be provided by
WP 3 team.
4. Files and Nomenclature
File names of project results and working papers should be harmonized in order to ease
cooperation among partners. Since some partners might use older MS Office versions, all
documents should be saved under version ‘2003’ (e.g. doc, xls, ppt).
In addition, some rules have to be considered for better web compatibility. File names may
not contain:
SEAP_Alps Styleguide
A-4
empty space – use underscore instead ‘_’
special characters – e.g., ‘ue’ instead of ‘ü’
dots (.), slash (/), colon (:) – dots only at the end of the file name (xxxx.doc)
For project documents listed in the table below the indicated nomenclature should be used
whenever possible. If some type of document is missing, please inform WP3. The list will
then be updated.
Table Nomenclature
Type File name Description
report:
rep
WPx_rep_<filename1-filename2>_Vx-x_
YYMMDD.<file extension>
- WP: workpackage
plus WP-No
- add type of document,
- insert filename, use
hyphen for
separation of
different name parts
- Vx-x: version plus
version No
- date: Year Year
Month Month Day
Day
- file extension
document (other
than reports):
doc
WPx_doc_< filename1-filename2>_Vx-x_
YYMMDD.<file extension>
presentation:
pre
WPx_pre_< filename1-filename2>_Vx-x_
YYMMDD.file extension
correspondence:
cor
WPx_let_< filename1-filename2>_Vx-x_
YYMMDD.<file extension>
contractual
documents:
con
WPx_con_< filename1-filename2>_Vx-x_
YYMMDD.<file extension>
invoice:
inv
WPx_inv_< filename1-filename2>_Vx-x_
YYMMDD.<file extension>
promotion
material:
pro
WPx_pro_< filename1-filename2>_Vx-x_
YYMMDD.<file extension>
Example: WP3_rep_Communication-Plan_V2-1_121106.doc
Versioning: (Vx-x):
For mayor changes: V1-0 V2-0.
For minor changes: V1-0 V1-1