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Progress Report WP4: Awareness raising, dissemination and communication

Progress Report WP4: Awareness raising, dissemination and communication Ciara Leonard, ICLEI – Local Governments for Sustainability. Outline. Action items from Kick-off Meeting Progress report on tasks and deliverables Key Deliverables in focus. Action Items.

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Progress Report WP4: Awareness raising, dissemination and communication

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  1. Progress Report WP4: Awareness raising, dissemination and communication Ciara Leonard, ICLEI – Local Governments for Sustainability

  2. Outline Action items from Kick-off Meeting Progress report on tasks and deliverables Key Deliverables in focus

  3. Action Items Action Item 2.5: ICLEI to send inputs on questions to Mobiel 21. DONE Action Item 3.10: ICLEI to look for ways to address this within Deliverable 4.1 To be done – April Action Item 4.1: By mid-November, ICLEI together with FGM-AMOR will brifly inventory VANGUARD’s website dynamic contents (e.g. Forum pages, CP city descriptions, CIVITAS II city descriptions), respective responsibilities and propose a logical handover for the various elements. DONE – Handover in November Action Item 4.3: ICLEI as CIVITAS Website Content Manager, via the DLG and on an ongoing basis, will remind and ensure that cities regularly update their city pages online. ONGOING

  4. Action Items Action Item 4.4: ICLEI to circulate a proposal regarding general impressions and possible improvements to all for comment. No fixed deadline but before the next consortium meeting. DONE Action Item 4.5: Contacts database....and the consortium will appraise its success at the next consortium meeting. PERHAPS TOO SOON Action Item 4.7: ICLEI/POLIS to determine a specific mechanism for coordinating event participation among CPs DISCUSS

  5. Action items Action Item 4.8: MOSTRA will invite VANGUARD partners and CPs’ dissemination managers to forward national media/journalist contacts TO DISCUSS Action Item 4.9: ICLEI will propose tentative content within the comms strategy for Dissemination Workshops TO COME

  6. Tasks & Deliverables 4.1 Communication services based on results of needs assessment D4.1 - Awareness-raising, dissemination and communication strategy 4.2 Website D4.2 - Sets of templates, logos and other visual files for all new demonstration cities 4.3 Promotional materials D4.3 - Promotional leaflet D4.4 - Postcard D4.5 - Pop-up display series in English D 4.6 - PowerPoint presentation

  7. Tasks & Deliverables 4.4 CIVITAS Newsletter (electronic & print) D 4.7 - Newsletter 4.5 Communication & PR D 4.8 – Dissemination Reports 4.6 Dissemination workshops D 4.9 – Press Information D 4.10 – Friends of CIVITAS 4.7 Results publication

  8. 4.1 Communication services based on results of needs assessment D 4.1 - Awareness-raising, dissemination and communication strategy Overview: - Draft Communication Strategy Upcoming tasks: - ICLEI further develop strategy by adding instructional components. - Finalise document - Publish online in Members Area. - Inform all LDMs & PDMs Task leader: ICLEI (6pm), Task members: MOSTRA (1pm), REC (1pm)

  9. 4.1 Communication services based on results of needs assessment Timing: - Must be finished in M8 = mid May - ICLEI add instructional elements by latest end April - All supply comments & Quality Assurance process - Finalise by end May

  10. 4.2 Website Overview: - City pages created - Project pages created - Map with links online - All PDM & LDMs have been assigned access - All city descriptions supplied (bar Gdansk) - All measures uploaded - Ongoing support to PDMs & LDMs - Ongoing quality control activities - Website content inventoried - Comments collected from consortium partners & project dissemination managers - Results from Needs Assessment - Proposals for improvements - Meeting with FGM-AMOR & REC on website update Task leader: ICLEI (9pm) Task members: FGM-AMOR (6pm), REC (4pm); all partners & CIVITAS-Plus projects (0pm)

  11. 4.2 Website Upcoming tasks: - Decide upon website changes - Implement website changes - Modify website texts - Provide support to PDMs & LDMs on ongoing basis Timing: - Not a deliverable, however milestone 4.4 indicates that an improved CIVITAS website should be achieved by M11 = mid-August - Changes to be decide upon, open issues to be resolved and resources to be allocated by start May - Changes implemented in period May to mid-August - Website texts to be revised in parallel

  12. 4.2 Website D 4.2 – Sets of templates, logos and other visual files Overview: - Logos,, templates all completed and available - CIVITAS Maps updated - Corporate Design Handbook and Data Guide completed - Download centre adapted - LDMs & PDMs aware

  13. 4.3 Promotional Materials • D 4.3 - Promotional leaflet • Overview: • - Concept developed & Circulate • Upcoming tasks: • - ICLEI with Mostra finalise concept and seek approval. • - Mostra develop design for leaflet. • - ICLEI develop text in close co-operation with REC • - Commenting round in consortium & with EC • - Finalise Leaflet • - Mostra print & circulate to Projects and consortium partners • Timing: • - Leaflet should be ready in M10 = mid-July • - Bulk of the work should be finished by Mostra, ICLEI & REC by end May • - Commenting round with consortium partners and EC - June • - Finalise and print in July Task leader: MOSTRA (6pm) Task members: FGM-AMOR (2pm), ICLEI (5pm), REC (2pm)

  14. 4.3 Promotional Materials • D 4.4 - Postcard • Not important according to Needs Assessment. • Go ahead? Alternatives? • Timing: • - Postcard should be ready in M10 = mid-July • - Bulk of the work should be finished by Mostra & ICLEI by end May • - Commenting round with consortium partners and EC - June • - Finalise and print in July

  15. 4.3 Promotional Materials • D 4.5 - Roll-up display series in English • Overview: • - Concept to create exhibition in itself for use of VANGUARD • (measures/good examples/key messages) • Upcoming tasks: • – Mostra and ICLEI decide on concept. • - Mostra design layout. • - ICLEI develop text • - Circulate to consortium for comments • - Mostra print and distribute • Timing: • - Pop-ups should be ready in M10 = mid-July • - Bulk of the work should be finished by Mostra & ICLEI by end May • - Commenting round & Quality Assurance - June • - Finalise and print in July

  16. 4.3 Promotional Materials • D 4.6 - PowerPoint presentation • Overview: • - Template created by Mostra • - Text developed by ICLEI • - How to use document developed by ICLEI • - Apart from minor technical issues, ready for commenting • Upcoming tasks: • - ICLEI circulate for comments on content & integrate these. • - ICLEI & Mostra finalise • - Translation • - ICLEI upload to Members Area • - ICLEI inform PDMs & LDMs of its availability • Timing: • - Comments should be submitted in coming week • - PowerPoint presentation finalised by mid-April • - Dissemination English version end-Apri, translations to follow

  17. 4.4 CIVITAS Newsletter D 4.7 - Newsletter Overview: - ICLEI have developed newsletter concept developed. - Mostra has developed the template - Articles for first edition collected Upcoming tasks: - Decide on paper used. - Circulate for comments & finalise - Send PDF to FGM and Consortium partners for electronic distribution - ICLEI print and distribute hard copies to partners and cities Timing: - Comments on design and approach by mid April - Distribute electronically end-April. - Print ready and mailed by end-April. . zzz Task leader: ICLEI (14pm) Task members: MOSTRA (1pm), all partners deliver content (no months assigned)

  18. 4.5 Communication & PR D 4.8 - Dissemination reports Upcoming tasks: - ICLEI prepare format to collate information sourced from consortium partners. PDMs can be invited to contribute, but is not an obligation. - Circulate and compile results. - Make results available to consortium Timing: - ICLEI develop format in June. - Circulate in July to compensate for likely absences in August. - Completed Dissemination reports to be submitted and compiled in September. - Process to be repeated in M28, 43, 54 Task leader: ICLEI (11pm) Task members: REC (9pm), Polis (4pm), MOBIEL (4pm), EUROCITIES (4pm), SenterNovem (4pm), Mostra (4pm)

  19. Deliverables in focus D 4.10 – Friends of CIVITAS Upcoming tasks: - ICLEI define concept with input from consortium partners - Explore opportunity to link with CATALIST secondary sellers - Create Terms of Reference & Activity programme - Create a list of possible invitees - Issue invites - Launch the programme Timing: - Due in M15=December - Develop Terms of Reference and Activity Programme M10-12 - List of possibles M11 - Issue invites in M12 - Launch M14 at CIVITAS Forum? Task leader: ICLEI (11pm) Task members: REC (9pm), Polis (4pm), MOBIEL (4pm), EUROCITIES (4pm), SenterNovem (4pm), Mostra (4pm)

  20. Deliverables in FocusCommunication Strategy • Target Audiences • Primary Audiences • Local, regional and national transport and energy decision makers; and, • Project Dissemination Managers with consideration of their ultimate audiences

  21. Deliverables in FocusCommunication Strategy • Audience Segmentation • End Audiences – city leadership, transportation and energy officials, local politicians – Focus on South-Eastern and Eastern Europe • Internal Audiences - Collaborative Project Dissemination Managers • Intermediary Audiences – communication channels or bridges to our End Audiences

  22. Deliverables in FocusCommunication Strategy • Media Landscape • Types of mass media: • Print: Magazines, newspapers • Broadcast: Radio, TV • Internet: Blogs, podcasts, news sites • Reach of mass media: • Pan-European • National • Regional • Local • Focus of mass media: • Mainstream • Specialised

  23. Deliverables in FocusCommunication Strategy • Timing • Several Phases Communication Phases • Measurement – Realignment Points

  24. Deliverables in FocusCommunication Strategy • Baseline measurement (April 2009) • Baseline markers: • Awareness of CIVITAS • Sources of information on sustainable mobility • Familiarity / use of website • Knowledge of CIVITAS benefits + Short questionnaire to PDMs: • Over the past 12 months, how many proactive story topics have you provided to the media? • How many media inquiries have you received and responded to over the past 12 months? • How many pieces of media coverage mentioning your project have appeared in your L/R/N media? • How would you rate the quality of media coverage?

  25. Deliverables in FocusCommunication Strategy • Leading Strategy: • Share Knowledge Supporting Strategies (Internal and external): • Share best practice - base campaign on real results. • Highlight the initiative itself as main brand in sustainable mobility • Educate and engage the right media. • Create a proactive campaign • Encourage common and consistent messaging. • Synergise with other EC actions (e.g. SEEC, Covenant of Mayors; Intelligent Energy Europe; ManagEnergy; Concerto; Mobility Week organisers; Green Week) Strategic Approach

  26. Core Messages – Phase I

  27. Tactical Approach Deliverables in FocusCommunication Strategy Focus on TWO primary modes of dissemination: Online: Internet-based information, through the CIVITAS website and others (reciprocal web links), one-to-one e-updates and newsletters (direct via email), subscription lists, social website presence and reaching the news media’s online channels. Word-of-mouth: Information spread through peer-to-peer conversations (which can be fuelled by media coverage), trainings, workshops and events.

  28. Deliverables in FocusCommunication Strategy • Main COMM Activities • INFORM: Activities that reach all target audiences, and that are focused on the macro campaign level • TRAINING: Activities that reach internal audiences, and that are focused on the macro campaign AND are project-specific. • MATERIALS FOR PDMs: Tools that empower/enable PDMs to reach their audiences with information about their project/ cities. • UNIVERSAL TOOLS: “universal” activities and tools will be useful across virtually all audiences and will support many of the communications tools and products..

  29. Deliverables in FocusCommunication Strategy • INFORM • Newsletters: Consider a short media e-newsletter with news friendly stories that would intrigue the interest of journalists (Thematic Planning) • Press events: Holding of press conferences at every level but only if news worthy . • Fam. Tours: Host multi-city tours for both internal audiences (PDMs, LDMs) as well as for members of the press where attendees would see other cities' programmes in action. • Media Pitching : Op-eds placement (Opinion Articles) + Features placement + Civitas FORUM + Civitas Awards • Website Press Corner: Multimedia Section + Press Kit (Speeches, Interviews, Background Material)

  30. Deliverables in FocusCommunication Strategy • TRAINING • Workshops: Linking these opportunities to other events, such as site tour trips (DLG, Forum, site tours, study visits). Workshops and trainings should include sharing success stories and best practice • Progress announcements: Based on identified project milestones – campaign specific updates will help keep interest level high – create some sort of concurrence –announcements/results could be incorporated into training sessions

  31. Deliverables in FocusCommunication Strategy • MATERIALS FOR USE BY PDMs • COMM Tool Kit: An electronic “How-to” toolkit with basic do’s and don’ts on how to conduct Comm and Awareness Raising Activities • PPT Presentation of Civitas: Suitable for use in conferences, public events etc • Publicity and Advertisements: Design print ad layouts for placement in local press that are easily adaptable by PDMs

  32. UNIVERSAL TOOLS • • Website: Needs Assessment revealed ➔ longer documents, fact sheets, case studies, news, a project database and even an online library of scientific and policy documents ARE welcome - Press material - Other ideas Videos ➔ links to social websites RSS feeds on CIVITAS news – Reciprocal Weblinks to generate web traffic • Social Websites: Important to build up network and online visibility among internal and external audiencesin the effort to establish a brand identity • Civitas Video: Suitable for use at presentations, at conferences, public events, etc. Raw footage (Rushes) would also be made available for TV producers (proactively and on request) for use in feature programmes and news stories. • Give-away items: These will be further discussed in a document to be prepared before the end of May 2009

  33. Deliverables in FocusCommunication Strategy • Evaluation and Measurement • Closely linked to findings Realignment points and Needs Assessment Updates • Possible Final Evaluation Factors: • Number of applications • Quantity of media coverage • Quality of media coverage • Number of website visitors • Measurement of number of press events, outreach activity, news announcements • Workshop and meeting evaluation

  34. Deliverables in Focus: Slide-library - A compendium of 61 slides, broken into chapters to be used to tell the CIVITAS Story - For use by all those involved in CIVITAS - Mix and match approach – users invited to customise to meet needs - Recommend to translate into language of all CIVITAS cities

  35. Deliverables in Focus: CIVITAS Newsletter - Quarterly. Short but comprehensive - Contents: City in Focus, City/Measures News, European News, Funding opportunities... - English only - Primary information source: CIVITAS Website. Some content will be developed specifically for the Newsletter - Primarily electronic distribution. Limited print run.

  36. Deliverables in Focus: CIVITAS Information Leaflet Provide a concise and consistent print presentation to all target groups, disseminated through special action, on demand and at events. Translated into key languages. Proposed Text sections: - CIVITAS Initiative - Sustainable Urban Mobility - European Policy in this area - Measures / Areas for Action - New Cities - Short examples of whats gone before - - Brief text on CIVITAS Forum - Website

  37. In focus:CIVITAS Website Website is key communication tool of the Initiative Mandate to improve user-friendliness of site in DoW. Reinforced by results of Needs Assessment and comments supplied by consortium partners. Communication Strategy also outlines a strong website as an essential tool of good reach out.

  38. In focus:CIVITAS Website Features specified for implementation: - More user-friendly navigation and architecture - Welcome pages in 23 official EU languages - Press-clipping inventory - Raw- data ... statistics, facts and figures.. - Contact information - Feedback form Arising from N-A & Consortium Comments: - News page should be more prominent - About us should be more informative - Hall of Fame should be integrated into Forum - Page centering

  39. Website Option 2

  40. Website option 3

  41. In focus:CIVITAS Website Resource availability: Option 1: 83 Option 2: 69 Option 3: 135 Questions: How much do we want to improve the website? What do we expect of the website? What features are essential? What can be omitted? How much space should projects be given? Suggestions for maximising time available?

  42. In focus:CIVITAS Website Next steps: - Decide on actions to be implemented in the period April – mid-July - Source adequate resources for this. - Implement website update

  43. Thank You. Questions & comments? Ciara Leonard ICLEI – Local Governments for Sustainability Tel: +49 761 368 92 0 E-mail: ciara.leonard@iclei.org www.civitas.eu

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