PROGETTO LIFE09 ENV/IT/ Ennobling of sludge for energy use and industrial SLUDGE S WEALTH FINAL REPORT

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1 PROGETTO LIFE09 ENV/IT/ Ennobling of sludge for energy use and industrial SLUDGE S WEALTH FINAL REPORT Coordinating beneficiary: COOMI Soc. Coop. After LIFE Communication Plan 1

2 TABLE OF CONTENTS PROJECT DATA AFTER-LIFE PLAN 0. INTRODUCTION 3 1. OBJECTIVES TARGET GROUPS 4 3. AREA OF APPLICATION METHODS ADOPTED face to face communication word of mouth support actions actions to target off-shore units.9 5. TIMETABLE MEANS FOR THE IMPLEMENTATION OF THE DESCRIBED ACTIONS CONCLUSIONS 13 2

3 PROJECT DATA BENEFICIARY: COOMI SOC. COOP. Via Castellani 26 Faenza (RA) Italy PROJECT MANAGER: Mr. Danilo Marangoni WEBSITE: START DATE: 01/10/2010 END DATE: 31/01/2013 PROJECT NUMBER: LIFE09 ENV/IT/ PROJECT TITLE: SLUDGE S WEALTH 3

4 0. INTRODUCTION COOMI has completed the Sludge s Wealth project after 28 months of work. The company has dedicated economic and human resources to the project activities. Our commitment has allowed us to develop a new innovative and sustainable technological process for the treatment of organic sludge. Considering the importance of the objectives set and of the results obtained it is of fundamental utility to disseminate the information which, among other things, would also represent a distinguishing feature of the company. COOMI has carried out many effective dissemination actions during the project, however these activities must not end with the conclusion of Sludge s Wealth ; a new and renewed start of these activities must be envisaged in order to inform an increasing number of stakeholders of the project. A widespread dissemination of the European Community environmental instrument Life is also important so that innovative eco-friendly ideas can be developed. The main difference in the type of dissemination compared to when the project was still underway is that now COOMI has scientific and documented results that confirm the advantages that can be obtained using this new type of technology; this information is essential to convince the most sceptical users. COOMI intends therefore to continue the dissemination action after the conclusion of the project for at least 3 years; the aim is to widen the circle of those interested in the project, attracting the attention of actors operating in similar sectors and to influence the current environmental policies for more environmentally conscious regulations. 4. OBJECTIVES The objectives pursued by the After-LIFE communication plan are varied: Keep the stakeholders updated on the developments of the project and on new application possibilities not considered previously; Act as connection point between the actors that have decided to use the technology developed by COOMI and those that intend to adopt it; the aim is to 4

5 favour a continuous flow and exchange of opinions in order to answer any doubts that could hinder the application of the eco-innovative process; Intensify and consolidate the dissemination actions in Europe in order also to reach the markets that are geographically distant; Intensify the dissemination actions that target actors operating in similar sectors or with similar technologies; Promote the LIFE programme at all levels. 5. TARGET GROUPS The target groups of reference are the same as those of the dissemination plan, but we will focus on some specific ones; we will also try to give a European dimension to the dissemination, expanding the possible area of application of this technology: public administrations (ministries, municipalities, provinces and regions) that deal with the environment and/or waste; environmental promotion agencies (ARPA); owners of organic sludge treatment plants, both public and private; manufacturers of urban waste treatment plants and of directly or indirectly connected or related activities; public authorities, also at European level, that deal with environmental protection, waste management and alternative energy regulations; bodies for the promotion of innovative environmental technologies; magazines specialised in the treatment of waste; private citizens; researchers and university students; 6. AREA OF APPLICATION As mentioned, the objective of this plan is to further disseminate the project results, focusing in particular on the European area. Given the significant potential environmental benefits arising from the use of the technologies introduced by COOMI, their implementation at European level is of 5

6 fundamental importance; this would greatly improve the practices relating to waste management on a much larger scale than the Italian one. In addition, as the number of those that adopt the technology increases, the easier it is to put pressure on public administrations to adopt it or grant financing to those that decide to use this technology. 7. METHODS ADOPTED 4.1 Face to Face communication Word of mouth is one of the most effective marketing tools, if the company is capable of managing it to its advantage. Face to Face, word of mouth communication implies a relationship between two people, one with knowledge of the project and the other without any information about it. In order to convince the second person to adopt the innovations introduced by the project the first person must be well informed about it, but above all he/she must be enthusiastic about the advantages produced. It is also of fundamental importance to involve different OPINION LEADERS in the word of mouth strategy, i.e. people that in view of their role in society, authority in the sector and high opinion of the public are trusted by the community. 6

7 One of the tools that will be used to effectively disseminate Sludge s Wealth in Europe will be the word of mouth method. The system adopted will be inside-out, where inside means the surrounding areas better known to the company and out means the rest of Europe. On the basis of this method, we will carry out a significant information activity targeting the nearest actors in terms of relationship and location by means of personal meetings, group meetings, newsletters and the supply of plenty of copies of dissemination material. Two fundamental captive questions will be used to attract the attention of these actors and to supply them with ideas to talk about the project with other people: 1. In your opinion how could we improve the process? 2. In which other sectors do you think we could implement this new technology or a part of it? If the interest or even the curiosity of the people contacted will be stimulated in a satisfactory manner, in the worst case, they will talk about it with at least one other person, in the case of Opinion Leaders, certainly with more than one, which in turn will talk with others, giving rise to the word of mouth. The more convincing the initial message will be, the greater the extension of the propagating wave, starting from a relatively small company commitment. Some Opinion Leaders have already been contacted, for example some representatives of bodies for the promotion of innovative environmental technologies. Mr. Marangoni can also count on his extensive and solid personal network of contacts for this purpose. 4.2 Word of mouth support actions Special website section: the analysis of the communication plan implemented during the project shows that the website has been very successful. The website, 7

8 with the special LIFE section, will be maintained active and will be updated with any new information on the project or on events in which COOMI will take part. The website is very important because, in view of diffusing the project, it allow us to attract the attention of actors that do not have a direct connection with COOMI; it therefore integrates the word of mouth action, creating connections where otherwise, theoretically, there would not be any. The website is obviously also in English to target international stakeholders. Headed paper: we will continue to use the headed paper specially created for the project, which contains references to the LIFE programme and to the Sludge s Wealth project. Given the high circulation of the headed paper, many people will be able to see the references to the LIFE project. We hope that people who see this information will ask us questions to understand what it is about, thus triggering the information processes described in section 4.1. Notice board and videos: the project notice boards will continue to be displayed in the company, in strategic points easily visible to customers visiting COOMI. The notice boards will arise the curiosity of visitors and encourage them to ask questions about the project. The videos made will also be continuously shown in the company s waiting room in order to further attract the attention of visiting customers. Publications on social networks: nowadays the social networks are an important stage for the presentation of innovative projects. Social networks are used not only by young people but, everyday more, they are used also by companies and businessmen since these web areas represent a potential source of contacts. COOMI has decided to evaluate directly the power of social networks in order to better disseminate the project both in Italy and outside of the country, therefore the company has got in contact with the managers of a Facebook page which deals with Life+ s projects called Think Eco Live Green. The managers of the Facebook 8

9 page are now evaluating our request but we are confident that by January 2014 we will see the information of our project posted on Facebook, including the videos realized. 4.3 Actions to target off-shore units As previously mentioned in this phase of the project it is very important to reach foreign actors, at least in Europe and possibly in the world. To do this COOMI will exploit all the marketing tools described above: website, documentation and explanatory videos that have been produced also in English so that they can be understood by actors operating in all parts of the world; the tool on which COOMI will focus more to spread the technology will be word of mouth. Here below a short description of the contacts we already have and which, by word of mouth, will allow us to reach international stakeholders and take our technology outside Italy: Mr. Marangoni s direct contacts: Mr. Marangoni, president of COOMI soc. coop. has been working since 1990 in sectors related to waste to energy, special waste and sludge treatment. 23 years of experience in this sector have allowed him to create a solid network of contacts and relationships, based on trust, with many prominent representatives of the various sectors both at national and international level. COOMI, represented by its president Mr. Marangoni, will exploit these contacts so that the innovation developed may reach the greatest number of international actors possible. Exploitation of the network of contacts of companies interested in adopting the COOMI technology: COOMI has many contacts but they are not sufficient for the dissemination of the project; COOMI has more ambitious dissemination objectives. In order to increase the number of contacts that can be reached by word of mouth we have asked the companies interested in the technology developed to present the COOMI project to their contacts, through personal meetings or by distributing the dissemination material provided by COOMI. This method is 9

10 particularly effective because the information provided by the companies interested in the technology is certainly true and accurate; COOMI staff has worked personally to give all the explanations necessary to ensure that every aspect of the project is clear and that there are no doubts. In addition, as the COOMI project is completely innovative and there are no previous experiences that can testify to its effectiveness, except for the tests carried out, the company s first customers will seek confirmation in the opinions of other people to validate and support their decision and will try to address other companies towards the adoption of this technology, feeling in this way less exposed to the risk of failure. All this will favour the diffusion of the technology developed by COOMI. The most important companies we have already contacted and that are interested in the project are: Gruppo Hera S.p.A.: Gruppo Hera is the no. 1 national operator in the waste treatment sector, no. 2 national operator in the integrated water cycle field, no. 3 national distributor of gas. Given the importance of this company, the network related to it is equally significant and is not only limited to the national territory. Twenty-five percent of the company is held by international investors operating in the energy and waste management sector: EISER GLOBAL INFRASTRUCTURE FUND (also holds shares in Società gasdotti Italia and operates in Great Britain and Spain) and APG ASSET MANAGEMENT (with headquarters in Holland and subsidiaries in the U.S.A. and Hong Kong). The extent of the network of this company and the influence that the company has on the market in which it operates will lead to important contacts both in Italy and abroad and to the diffusion of the COOMI technology. Tampieri Energie S.r.l.: the company deals with the production of energy from renewable sources. The company is part of the holding Tampieri Financial Group S.p.A., which operates in various sectors (production of vegetable oils and flours, water treatment, bioceramic medical devices) and in different areas in the world, both in Europe, also outside the EU, such as Hungary and 10

11 Senegal. Exploiting the contacts of these companies means using a reliable and safe global network; furthermore, the diversification of the holding s activities will favour the possibility of adapting the COOMI technology or part of it to various sectors, thereby increasing the possibility of its diffusion and promoting the proliferation of environmentally friendly technologies. Caviro Soc. coop. agricola: the company mainly produces wines and spirits and pays a great deal of attention to environmental issues, in particular to clean energy. In 2012 the company received the good environmental practices award from Legambiente for the efforts made by the company to produce energy from the waste produced; thanks to this method its plants are self-sufficient in terms of heat and almost self-sufficient in terms of energy. The company is part of various groups of companies such as HoreCare and Alcoplus formed by the main producers of wines and spirits in Italy and abroad. Caviro is one of the major operators in the world in the distillery sector, and its markets of reference are: U.S.A., Germany, France, Japan, South Korea, Russia, Switzerland and U.K. The adoption by this company of the technology developed by COOMI would result in an unprecedented visibility, not only at European level but also globally, also in markets which are usually less easy to penetrate such as Japan or South Korea. 11

12 5. TIMETABLE After-Life Activities IV I II III IV I II III IV I II III Word Of Mouth Personal Meetings Meetings with Gruppo Hera, Caviro and Tampieri Energie * Newsletter s to public entities and environmental authorities Project manager s visits to public authorities Distribution of Disseminative material Web Site Headed paper Notice Boards Videos Publications on social media * the number and the period of the meetings with the identified companies will depend on their effective interest in the realization of a common project and their time availability. 12 OFFICINA - Via Malpighi, 18 FAENZA Tel. & Fax coomi.it R.I. / C.F. / P.I Rea Ra

13 6. MEANS FOR THE IMPLEMENTATION OF THE DESCRIBED ACTIONS COOMI will make use of its personnel in order to implement the activities above described. Mr. Danilo Marangoni will take care of the dissemination of the project between his and the company s contacts, will manage completely the present action and will coordinate the personnel so that everything is implemented efficiently. The dissemination of the project will be a priority, even if the project itself has been concluded, and will absorb energy and budget if needed, for example if will occur that an interested customer wants to verify personally the working plant, COOMI S technicians will be completely at his disposition, operating the plant and supplying all the technical explanations. COOMI has also budgeted other expenses connected to this action aimed at the dissemination of the project. The main expenses will be connected to the print of the disseminative material requested by our contacts and the refund of the costs incurred by the project manager when visiting stakeholders; at the moment we have relevant contacts with several companies interested in the technology which want to apply it to products such as: grape-seed, algae and olive pomace. We will have to dedicate resources to let these relationships grow. At the moment, COOMI is not able to identify how much will be the budget that will be allocated to the present action since too many variables affect the decision, first of all the number and the kind of requests coming from our contacts. Moreover, it is particularly difficult for the company to make predictions in the middle-long period given the complicated economical situation of the Italian and global market. The disseminative budget of the project will be allocated periodically and will concern the short period. 7. CONCLUSIONS By implementing the actions mentioned above, we believe COOMI can obtain very good results in terms of: Visibility of the project and its results; Visibility of the LIFE programme; Possibility of the processes developed being adopted, also at industrial level; 13

14 Possibility of influencing existing regulations. The analysis of the dissemination activities carried out during the project shows that there is considerable interest in "Sludge's Wealth" by many groups of stakeholders; for this reason we believe that the extension in time of these activities will lead to an increase in the actors interested in the project. 14

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