Communications Strategy. - Solutions for competitive pellet production in medium size enterprises

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1 Communications Strategy - Solutions for competitive pellet production in medium size enterprises September 2008

2 CONTENTS: 1 BACKGROUND AIM AND OBJECTIVES COMMUNICATIONS PRINCIPLES AND MESSAGES INTERNAL COMMUNICATION Decision-making Facilitating and maintaining internal communications EXTERNAL COMMUNICATION TARGET GROUPS MEASURES MEDIA AND TOOLS EVENTS REPONSIBILITIES EVALUATIONS AND IMPROVEMENT...7

3 1 BACKGROUND The Northern Periphery Programme expects each project to communicate its chosen messages effectively and to develop tools and methods for this purpose. Projects are expected to outline a communications strategy for the project lifetime. The communication activities were outlined firstly at the project application phase providing the starting points for dissemination. This communications strategy of PELLETime Solutions for competitive pellet production in medium size enterprises details key aims and activities in communication, both minimum requirements and additional measures that project will implement. 2 AIM AND OBJECTIVES The aim of information and publicity activities of the Northern Periphery Programme is outlined as follows: To raise awareness about the Northern Periphery Programme , its objectives and its impacts as well as the role of Community by communicating high quality information to (potential) beneficiaries, citizens and relevant stakeholders. The Communications Plan of the Northern Periphery Programme is available at the websites (www.northernperiphery.eu). The communications strategy of PELLETime applies the Programme aim in the project level. The communications strategy aims to define and establish methods for both internal and external communications of the project, and to ensure that project will disseminate its main messages and results to the beneficiaries, citizens and stakeholders in a transparent way. 3 COMMUNICATIONS 3.1 PRINCIPLES AND MESSAGES Principles of communication of PELLETime activities are following (after NPP communications principles): Transparent: project activities, relevant information and results will be open access Innovative and forward looking: project applies and tests latest available technologies in communication Simple: Main messages are communicated in a clear and consistent and understandable way Cooperative: project will actively interact with different stakeholders and other projects to achieve best outcomes Interactive: project will gather feedback (e.g. via websites and questionnaires) to improve communications Targeted: Messages are communicated to selected target groups (Chapter 5), but are also open access Sustainable: project will utilise online communications, and make environmentally responsible decisions Inclusive: project will ensure equal opportunities in participation to project activities; local aspects are respected in planning of project activities Accountable: good value for money in producing communication tools or outputs PELLETime will disseminate information to the beneficiary, stakeholders and the public with targeted messages of activities in each Work Package:

4 Wp 1. Management, coordination and communication. This work package is the main tool for both internal and external communications, and their tool developments, that are both coordinated by the Lead Partner, NKUAS. The Wp 1 related messages inform about project status, development, decision-making and organised events (e.g. seminars and symposiums) Wp 2. Broadening of raw material base. The main messages of this work package provide information on 1) pellet markets, 2) currently available raw materials of pellets, and 3) ongoing growth trials of short rotational coppices. This Wp is coordinated by Highland Birchwoods, Scotland. Wp 3. Material handling and logistics. The communicated messages of this work package are 1) obtained new information on logistics that will be communicated to R&D and enterprises, 2) availability of developed software, and 3) new data on Icelandic forest resources. This Wp is coordinated by the Finnish Forest Research Institute. Wp 4. Pelletizing trials and fuel analysis. The communicated messages of this Wp are linked to development process of pellets produced of alternative/new raw materials, and results of the analysis of those pellets. This Wp is coordinated by SLU, Sweden. Wp 5. Advisory, consultation and study tours. The main messages of the Wp concern available advisory services, open days, the end-use of pellets, and best practices identified at study tours. This Wp is coordinated by NKUAS. The main message of the project is the competitiveness of small- to medium scale pellet production, the support the project can offer in different sub themes, and the development work of tool package for improving the competitiveness. 3.2 INTERNAL COMMUNICATION Decision-making Decision making will be organised in National and International Steering Group meetings. NSG s include main partners, and also associate partners and representatives of financiers, in cases of limited number of partners in participating countries. ISG will include representatives from Lead partner and each partner organisation. ISG will also have advisory group. ISG and NSG organisation is detailed in project partnership agreement Facilitating and maintaining internal communications Maintaining the transnational cooperation in project partnership is essential for successful project. The communication between project partners is facilitated by joint events, such as seminars, conferences, Wp meetings and study tours. In addition, direct contacts between project members are encouraged, including several tools. Project websites will be applicable both in internal and external communications.

5 Project has country-level coordinators in each partner country, who will inform all partners on latest project developments. Project has own online environment (Adobe Connect Pro) to be applied in video meetings, when needed. 3.3 EXTERNAL COMMUNICATION Project will be promoted internationally in symposiums, conferences and seminars. Project will provide a press kit for printed media, invite media to project events, produce publications, produce promotion materials (both printed and electronic) and establish R&D network via project websites. Communication tools, including web sites, press kit, brochures and info cards, will be updated and main parts available also in national languages. Materials will be designed according to target audience, e.g. for entrepreneurs, household owners, decision-makers and scholars operating in bioenergy. Objective is to have high-quality products disseminated both regionally and internationally, making project activities visible and transparent. Project creates and maintains channels for disseminating the final product, and ensures continuation of the use of developed tool package by providing advisory and training. 4 TARGET GROUPS Target groups of the PELLETime project external communications are: Companies and entrepreneurs operating in pellet sector, or aiming to produce pellets Farmers and forest owners, cooperatives, community groups, forestry trusts Communities, local decision-makers, authorities Household owners, housing associations, other end-users of pellets R&D networks, organisations operating in pellet development / renewable energy Organisations in education Results are to benefit companies that are involved in pellet production and development. PELLETime covers also raw-material production, in which farmers and forest owners are key target group. To facilitate pellet market development, project will include both decisionmakers and households (or any other end-users). R&D networks, organisations and scientific community are also important audience to facilitate the effective dissemination and European level benefits of the results. 5 MEASURES 5.1 MEDIA AND TOOLS Following media channels and tools will be applied: Media channels: Local/regional broadcast (radio & television) Newspapers, bioenergy magazines

6 Applied tools: Project websites at: Press kit (available at websites) Promotional materials (available at websites) o Project brochures o Case study and presentations o Posters o Picture bank o Newsletters o Info cards Printed reports o Research reports o Best Practice Guidelines Online meetings (internal communications) 5.2 EVENTS PELLETime will organise following open-access events that are communicated to beneficiaries, stakeholders and the public: Project symposiums in 6 month periods R&D seminars Open days for end-users, business and decision-makers In addition, project will have active attendance to events organised by others. These include conference attendances, exhibition/fair stands, oral and poster presentations, working groups, R&D networks etc. Project staff will also have informal stakeholder meetings for joint development and disseminating the project results. Schedule for the main project events is following: 2008 Wp 4 meeting and study tour: March 2008 Attendance: World Bioenergy 2008, Jönköping Kick-off and 1 st steering group: June 2008 in Koli, Finland Karelian Fair in Joensuu: June 2008 Open days for end-users of pellets Attendance: European Aerosol Conference Attendance: Task 30/31/40 workshop in Warwick Farmers workshop at Orkney Science Festival Central Europe Study Tour, November 2008 R&D Seminar in Umeå, December (updated annually) Project symposium in Scotland (Jan-Jun) Project symposium in Iceland (Jul-Dec) Farmers workshop Caithness (Jul-Dec)

7 Business models seminar in Scotland Open days for entrepreneurs and businesses Attendance: Jyväskylä Wood and Bioenergy Exhibition (Jul-Dec) 2010 (updated annually) Open days Attendance: International pellets conference Attendance: European aerosol conference Final project symposium in Finland (Jul-Dec) 6 REPONSIBILITIES Lead partner will coordinate both internal and external communications. Work package leaders will carry out dissemination of activities of work packages together with Lead partner. European Union regulations and NPP guidance will be applied according to instructions provided. The European publicity requirements can be found in Commission Regulation no 1828/2006 (Especially Articles 8 & 9) and additional guidance on how to use the European flag and NPP logo is provided in Part 2 of the Programme Manual (available at NPP websites). 7 EVALUATIONS AND IMPROVEMENT PELLETime will facilitate feedback and suggestions for improvements via direct contacts, project websites and questionnaires at project events. Both internal and external communications are regularly monitored internally by the International Steering Group. In addition, communication activities are reported in activity reports submitted to the NPP in every six months (April-September, October-March). 8 PROJECT CONTACT Official address of the Lead Partner, North Karelia University of Applied Sciences: North Karelia University of Applied Sciences Tikkarinne 9 FI Joensuu FINLAND Direct contact to project coordinator: Lasse Okkonen Project Manager, PELLETime project North Karelia University of Applied Sciences Yliopistokatu 6 FI Joensuu FINLAND GSM

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