Exploitation Strategy

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1 Exploitation Strategy LISA ZIMMERMANN ENRIQUE CABRERA ROCHERA TRANSITIONS TO THE URBAN WATER SERVICES OF TOMORROW

2 Dissemination and Knowledge Transfer Exploitation strategy defined Authors Lisa Zimmermann Enrique Cabrera Jr. Milestone. Version April 2012 The research leading to these results has received funding from the European Union Seventh FrameworkProgramme (FP7/ ) under grant agreement n This publication reflects only the authors' views and the European Union is not liable for any use that may bemade of the information contained therein - info@trust-i.net Dissemination and Knowledge Transfer MS 18-1-

3 1. INTRODUCTION Communication is an essential factor for the visibility, prestige and durability of a large European Research Project like TRUST. It also is the key to sustainability of research results. This statement is especially true in a project like TRUST with a focus on assisting transition. There is always resistance to change and the path to the urban water services of tomorrow will require support from the different stakeholders with interests in water services, including policy makers and society. Reaching these stakeholder types is quite often beyond the capabilities of a regular research project. For this matter, the TRUST approach regarding exploitation & dissemination needs to differ from the path taken by many other research projects. With the inclusion of communication professionals (a designer, a journalist and an IT expert specialised in web communications), TRUST intends to acquire a high level of quality in all its communication efforts. Good communication is essential to shape citizen s opinions on the basis of science-based facts and data. But also policy makers, the scientific community, water professionals and stakeholder groups need to be addressed in an effective way to make them aware of the project and its results. This should not be taken to mean that most of TRUST efforts are focused on communication. Research and innovation remain the main driving forces of the project and deserve most of the partners efforts. However, research projects often fail to transmit findings and results to those who need them, and this last shortcoming is the one that the TRUST team is working hard to overcome. Activities related to dissemination of information and research findings should be appropriate for the specific needs of the identified target groups regarding language, scope and place. To identify stakeholder needs in this context, interviews with industry, stakeholders and journalists have been and will continue to be conducted to identify gaps, shortcomings and information and education needs of the target groups. Dissemination and exploitation activities aim to promote the project outputs, create a platform for communication between researchers and target groups and have measurable impacts. Directing the research outputs and results towards the right channels is one of the key factors for the success of a project like TRUST and essential to ensure a lasting impact on the water sector. This exploitation strategy document provides guidelines on how to deliver the right message to the right target audience. Based upon the criteria of cost-effectiveness, accessibility of products and sustainability, most of the project s efforts in communication and dissemination of results will make use of new technologies and avoid printing a large amount of flyers, brochures and other documents. Instead, the focus has been on establishing a dissemination team in Work Area 7 that constantly approaches and promotes TRUST outcomes from a communication perspective, using the internet as the main vehicle. - info@trust-i.net Dissemination and Knowledge Transfer MS 18-2-

4 2. THE TRUST STRATEGY The main communication channel for TRUST is the internet with the TRUST website ( as the main dissemination vehicle. The use of the internet is low-cost, ecological and has a high-impact compared to conventional dissemination methods like printing, distribution lists, etc. Although such conventional methods are going to be used for the TRUST project too, the focus lies online and every TRUST presentation, article and activity intends to lead people to the website, next to its original purpose. Over the internet the TRUST products, results and outcomes are easily accessible and visible to almost everyone by standard. This is especially convenient if there is the need to offer tailor-made results for different target audiences, as is the case with TRUST. More physical deliverables will be introduced here as well even if additional dissemination procedures need to apply. However, despite all the advantages of internet, driving regular traffic to the TRUST website is certainly one of the key challenges in the communication strategy. An appropriate search engine ranking, the adequate use of social networks, maintaining a base of subscribers periodically informed and the development of online tools which are useful for the target audience of the site are some of the elements which will be used to increase the number and loyalty of the visitors. In a nutshell, the TRUST strategy is divided in three major efforts: 1. Driving traffic into the TRUST website. As a repository of all project generated information (software, training courses, reports, videos, etc.) the TRUST website should be the main destination for all stakeholders interested in project topics. 2. Delivering the right content to the right audience. TRUST is aimed at different target audiences and therefore some of the project deliverables are aimed at particular profiles. Even if these audiences reach the website, a key success factor will be providing each different profile with the adequate TRUST information. 3. Maximizing the impact. The legacy of a research project not only depends on the soundness of the scientific products that result from the consortium efforts. A certain report, paper or software will be perceived more effectively if the vehicle (format, design, tone) is the adequate one for the intended audience. TRUST is taking a holistic approach to achieve each one of the previous objectives. The website and deliverables design from the start take them into account. For instance, each deliverable within the project is characterized by a number of variables, including target audience, keywords, project area, work package and summary. This means that deliverables are indexed in a database and can be searched and linked to different instances on the website. For example, one problem that has been identified in previous research projects is that it is difficult to find and reach the research results over the internet, even if the right keywords are searched. A reason for this is that uploaded documents in PDF format are not properly indexed and therefore do not rank very high on - info@trust-i.net Dissemination and Knowledge Transfer MS 18-3-

5 Google and other search engines. TRUST deliverables are described by a 300-word summary that will improve search from outside the project site. Other ways to lead people to the website and increase the impact include the regular publication of project news (updating the blog posts regularly) to present the project active and lively. These additions are reflected in the social networks and improve the visibility and ranking of the project while transmitting the notion of a live project that is likely to produce new deliverables regularly. Therefore, visitors of the TRUST website are encouraged to return to the website frequently by keeping the content updated and by a coordinated use of the social networks such as Twitter, Facebook, LinkedIn etc. which will replicate the news in the website. The creation of a subscription newsletter with a digest of the latest additions to the project website (news, deliverables, software, etc.) will also increase the fidelity of users and the possibility to keep in touch with project updates. Once the visitor reaches the TRUST website, the information can be accessed in many different ways. A more traditional approach would be to offer such information organized in the same structure as the project (in Work Areas and Packages). However, the visitor is usually not acquainted with such classification. During the course of the project, the TRUST website will enable access to contents based on the profile of the visitor, according to the categories defined in the Target Audience Analysis. Web content will be created, as are all other deliverables, with a specific target group in mind. Website users will be able to identify themselves as different and the website will display specific content for that category. The self-assessment tool will be another vehicle to direct the visitor to the right deliverables. The web based software will provide an incentive to collect the information from service providers and in exchange it will provide an initial assessment of their readiness for the 2040 target, but also a list of TRUST deliverables that, depending on the answers, will be relevant for them. The internal search engine for TRUST will allow to search in all project documents for keywords and other variables, improving the chances of finding the right document within the project. The dissemination of the TRUST project is expected to take place in three phases. The first phase will be devoted to generate awareness. General TRUST presentations, the TRUST website and the first deliverables will help to make the project, its name and the brand known among the relevant target audiences. The second phase should witness an increased number of visits to the TRUST website due to high ranking in search engines on key topics and direct hits from visitors who already know or discover the website address. The contents of the website will be diverse and interesting - info@trust-i.net Dissemination and Knowledge Transfer MS 18-4-

6 enough to promote searching the deliverables and spending time at trust-i.net. A new website design, more focused on contents will be unveiled to provide custom information and allow easy browsing of the project contents. The time per visit and the number of returning visitors should be increased and also the external references to the project. The third phase, of maturity, should take place near the end of the project and after its completion, when TRUST will able to offer a wide knowledge repository of results, deliverables, guidelines and solutions. This is the phase when the search and direct tools (profiling, self-assessment tools, search and keywords) will be more effective and create greatest satisfaction to the visitors. At this stage, the TRUST website will be a self-contained knowledge base, providing a comprehensive set of tools and documents covering all aspects of the project and delivering complete information without leaving the site. 3. CONTINUOUS PRESENCE OF TRUST Loyalty to internet sites (which is one of the main communication hubs in TRUST) is built around availability of new and interesting information for the visitors. In order to reach people, to evoke their interest in the TRUST project and to entice them into visiting the TRUST website, it is important to display and communicate the activities and the permanent work of the numerous partners of the project and have a continuous presence and constant information updates. Communication efforts in research projects are often linked either to events (conferences, meetings, workshops) or the issuing of reports or deliverables. The approach in TRUST is to provide a continuous presence in form of project news, not only displaying project results but also providing information about the project progress and the key research topics involved. This continuous presence of TRUST is achieved through several channels: 3.1. TRUST Magazine An issue of the TRUST magazine is published every six months. The effort to design and produce a high quality publication aims to be rewarded to gain acceptance from the public, in an environment where many written materials compete to obtain the public s attention. TRUST magazine is an electronic publication, although some issues are also printed to provide physical access to their contents at events and conferences, further disseminating the TRUST efforts and website. The magazine contains general information about the project and presents project highlights, the key deliverables/results and main events. The main focus of the publication is to make the TRUST magazine interesting and enjoyable to read for a broad public (that also includes those who have only little or no knowledge of the water sector) while - info@trust-i.net Dissemination and Knowledge Transfer MS 18-5-

7 transmitting scientific content at the same time. The magazine is branded and designed to set it apart from other newsletters and is offered for download at the TRUST website News Project news are regularly posted on the website. The target for the WA7 team is to post 2 to 3 news pieces every month. This is done through a blog in the website that serves more than one purpose. Next to the function of ensuring the visibility of the website by improving the ranking with Google and other search engines, it aims to reward returning visitors with new content regularly. Quite often, large research projects have much more to offer than what the typical user is able to find or browse in the available media (e.g. website). The news section offers the possibility of accessing project results and research through more digestible pieces, short and written in a journalistic style. As a result, all deliverables, events, essential milestones, workshops, presentations or other remarkable TRUST outcomes/events will eventually receive some attention from the news team. Some important deliverables will be highlighted on the main website page. In this context, the 300-word summary of the deliverable functions as a quick overview of each product. Feeding the news machinery represents an effort that should not be underrated. Some of the TRUST dissemination staff is permanently on a lookout for the upcoming deliverables and events suitable for reporting via the TRUST dissemination channels Social networks Social networks have been probably overrated in the past few years. The TRUST target audiences (with the possible exception of the general public) may not be as active in the social networks as it would be desirable to respond to an intense promotion in these media. Despite this analysis, a project like TRUST cannot miss to create a strong presence in at least some of the media. The use of social networks such as Twitter, Facebook, LinkedIn, etc. will increase the visibility of TRUST further and lead people to the website. Additionally, this presence reinforces the search engine ranking and creates additional strengths for the TRUST website. The main challenge of a strong presence in social networks is the need to create regular content and disseminate it. However, since the news section is elaborated by means of a Wordpress blog, all items published as news in the website are automatically uploaded to the three main social networks, maximizing the impact of these posts. - info@trust-i.net Dissemination and Knowledge Transfer MS 18-6-

8 3.4. Events TRUST intent is to be present in major international conferences and events in the water sector. However, the impact of these appearances may be much less than the one obtained with the publication of research papers, or through the other channels described above. For this reason, TRUST presentations need to be carefully chosen, including venue, target audience and content. General project presentations are important, and yet, they should be limited to avoid an over-exposure of the same general message. For this reason, key TRUST participants are encouraged to present in international conferences, especially if their participation was already scheduled. This will reduce the costs for the project in terms of sending participants. Additionally, project partners will be encouraged to present research papers at different events with clear reference to TRUST and how to find further materials and contents. The general project presentations as well as the few slides covering the project that may be included in more technical presentations will be created and their contents coordinated from WA7 to ensure consistency of the message. The collaboration of the International Water Association as a TRUST partner will be especially relevant in achieving these goals Publications Last but not least, a research project should produce peer-reviewed papers that are published in relevant journals. This is expected from every major research project and therefore it deserves no special consideration in this exploitation strategy. In addition to these research-oriented publications, TRUST intends to facilitate the appearance of feature pieces in general content magazines related to the water sector which can help to raise the project s profile. A good example of this are the feature articles published in WUMI (March 2012) and Water21 May 2012). 4. ACTION PLAN. DISSEMINATION OF TRUST PRODUCTS This part/sub-item of the document contains the practical procedures/processes to implement the strategy for each of the vectors and vehicles. - info@trust-i.net Dissemination and Knowledge Transfer MS 18-7-

9 4.1. Deliverable workflow One of the main tasks from WA7 is that of building a communication bridge between the outputs generated by scientists and the different target audiences. Therefore one of the main objectives of WA7 is to understand the target audience but also to try to understand each deliverable and how it can be made more appealing to the target audience. The following process, developed within TRUST, is considered to be essential to a successful dissemination. The deliverable leader has to contact WA7 three months in advance regarding tone, length, purpose, target audience, dissemination, etc. for two reasons: a) It is an informational process, enabling WA7 to get information to prepare the individual dissemination strategy for the deliverable. WA7 needs to understand what the researchers and scientists are aiming to do, for whom they are doing it and what their own ideas for disseminating their results are. Some of the most visible aspects and the characterization of the deliverable will be decided at this stage (summary, keywords, target audience, etc.). In this way, the dissemination strategy (e.g. website, short piece in the magazine, special website section, etc.) can be established before finalizing the deliverable b) It helps the deliverable leader since WA7 urges and supports him/her to think about content, channel, tone, length, and dissemination of the deliverable. Reason behind this strategy is to help create something more target audience orientated and a tailor- made dissemination of each deliverable. Contacting WA7 in advance and keeping the time frame is even more important for key deliverables. The whole process is automated through the project website and is part of the deliverable upload procedure on the TRUST (Figure 1). - info@trust-i.net Dissemination and Knowledge Transfer MS 18-8-

10 Figure 1: Deliverable information at TRUST intranet to be filled-in by deliverable leader. This deliverable information, the DoW (description of work) and the dialogue between WA7 and the deliverable leader will provide sufficient general information about the deliverables to enable an efficient promotion of each TRUST deliverable or result. Additionally, WA7 will conduct a short interview for milestones, events or other important TRUST outcomes and contact the person that is responsible shortly before it is due (or shortly after it has taken place in the case of a workshop, etc.) either by or through a recordable Skype call. The information gained through these interviews is to be used to create a news item on the TRUST website and possibly for further dissemination activities Deliverable finishing stage The quality of a research deliverable does not lie in its appearance, shape or format. However, it is obvious that the same content will be more likely to make an impact if the contents are readable, pleasant, properly formatted and, in short, carefully and professionally finished. Once a deliverable has been reviewed and uploaded in its final format to the project Intranet it is submitted to the European Commission for its reference. However, TRUST partners will keep working on the deliverable to improve its appearance and visibility. Just the same way - info@trust-i.net Dissemination and Knowledge Transfer MS 18-9-

11 a journalist is in charge of creating the communication pieces used by TRUST for dissemination purposes, a designer is in charge of the project s brand and the formatting of all deliverables. While creating a deliverable, project partners help by using the document templates defined by the brand manual. However, additional work is always necessary to create a polished product that will have a greater impact. This is especially true for key deliverables that will even receive a higher degree of attention from the polishing team Target audience and dissemination channels As soon as WA7 has gathered all information about an upcoming deliverable, at least one dissemination channel will be identified. In the Target Audience Analysis report, (Task 71.1), the scientific community, water professionals (technical staff & decision makers), policy makers, stakeholder groups and society have been identified as the main target audiences of TRUST. In this report, target group characteristics, needs, behaviour and motivation have been analyzed and described. The report also defines dissemination channels for the different target audiences in detail. Figure 2 (TRUST Target Audience Analysis) gives an overview over the target audience, profile, needs & expectations and possible dissemination channels. TARGET AUDIENCE PROFILE NEEDS & EXPECTATIONS DISSEMINATION CHANNELS Scientific community Universities, research institutions, technology providers, consultants and professional association members Multidisciplinary context for a wide range of professionals Critical assessment of deliverables Expect high quality research material with a significant scientific value Detailed explanatory documents of research procedures and results Professional social networks (like WssTP) Peer reviewed journals Congresses and conferences Public scientific reports Software packages E-Learning materials International forums TRUST website Web conferences - info@trust-i.net Dissemination and Knowledge Transfer MS

12 Water professionals - Technical staff Control all the technical aspects of urban water systems other than management Technical formation to be expected Close profile to the scientific community Expect technical content with details for practical uses Particularly technical documents; no research details necessary Software packages E-Learning materials Technical reports Regional events Conferences and workshops TRUST website Web conferences Water professionals - Decision makers Responsible for planning and leading the work of a group of individuals and supervising their work Technical knowledge Expected Close profile to policy makers Expect executive material Short content with clear conclusions Executive summaries CEO forums Manager-oriented Conferences TRUST website Web conferences Policy makers Local and national governments, European committees, water authorities, and planning institutions No technical formation expected Expect solutions to improve water management and society s needs Succinct deliverables with very plain conclusions Media and press releases Policy briefs Regional Workshops TRUST website Web conferences Stakeholder groups Any organization with an interest in the project, regardless of their amount of technical knowledge on the subject Different needs depending its nature Technical and non-technical documents Require informative documents, but can also critically review research outcomes Multimedia, flyers, leaflets and fact sheets Press releases Congresses and conferences TRUST website Web conferences - info@trust-i.net Dissemination and Knowledge Transfer MS

13 Society General public and pilot cities; all types of audiences and different levels of education No technical formation expected Increase the level of education and awareness, and reaching citizens of pilot cities Multimedia, flyers, leaflets and fact sheets Social networks and video streaming websites Mass media campaigns Deliverables without scientific or technical content Web conferences TRUST website Figure 2: TRUST target audiences (TRUST Target Audience Analysis) In addition to the dissemination channels described in the Target Audience Analysis report, the channels can be used: Internal networks (colleagues, pre-defined distribution lists, preceding projects, etc) The project network, partners, PAC members, etc. The European Water Community WA7 will use the well-founded knowledge of the deliverable leader on their own specific sector and discuss the most suitable way of disseminating the results during the dialogue two months before the deliverable is due. Due to the size of the project, a systematic approach to dissemination is needed. This is why WA7 maintains an updated agenda (Figure 3) of events, conferences; important contacts and magazines. All of them may become relevant channels to promote and disseminate a certain deliverable. - info@trust-i.net Dissemination and Knowledge Transfer MS

14 Figure 3: Agenda of potential dissemination channels for TRUST deliverables Additional Tools The FP7 founded European project WaterDISS ( has provided two additional tools that will facilitate the dissemination & exploitation of results. Both tools have been slightly adapted to meet the specific requirements of TRUST. a) Target model excel sheet The target model excel sheet (Figure 4) is a matrix for each contact. It helps to keep track of the specific and most effective way to connect with the single contacts regarding tone, main interest, specific information needs, remarks, etc. The sheets need to be specified and updated through the course of the project. - info@trust-i.net Dissemination and Knowledge Transfer MS

15 Figure 4: Sample of target model excel sheet b) Individual Dissemination Strategy (IDS) The IDS template from WaterDISS (Figure 5) helps to organize the dissemination of individual deliverables/results of TRUST, specifically: the selection of activities to focus upon (type of output, type of target group and their specific needs, tools and activities, capabilities and resources) the planning of activities (choice of channel, e.g. for an article or announcement, choice of journal, communication message for each output, style, language, timing, delegation of responsibilities) the description of activities in detail, including responsibilities (target group, activity, timing and resources, etc). INDIVIDUAL DISSEMINATION STRATEGY (IDS) EXAMPLE Project: TRUST Type of output (Deliverable/Milestone): Deliverable XYZ, Report - info@trust-i.net Dissemination and Knowledge Transfer MS

16 Target group(s), type of Audience & Characteristics: Policy maker: Local and national governments, European committees, water authorities, and planning institutions. No technical formation expected, expect solutions to improve water management and society's needs, succinct deliverables with very plain conclusions. Possible Dissemination Channel(s): Media and press release, policy brief, regional workshop, TRUST website Non-Communication tasks: Make sure the deliverable leader fills in deliverable upload information in time, choose specific communication goals, contact deliverable leader in advance Type of activity: Press release for local media in pilot cities, regional workshop in pilot city, publish on TRUST website Title (if there is one): i.e. new guidelines to save water Timing: Workshop in April 2012 in pilot city X, press release to local media as soon as deliverable is published Resources: Resources from WA6 for hosting a workshop in pilot city X Responsibilities & main leader: WA7 (Lisa) and WA6 (person XY) / IWW To do's: WA7 writes blog entry and press release. WA7 sends press release, WA 6 prepares and holds regional workshop. FOR PURPOSES DOCUMENTARY ONLY TO FILL IN WHEN APPLICABLE / EXAMPLE Title and/or type of activity: Workshop: Water utilities in transition Date event took place (dd/mm/yyyy) 01/01/ info@trust-i.net Dissemination and Knowledge Transfer MS

17 Place event took place & main leader Amsterdam (KWR) Size and type of audience 20, water professionals decision makers Countries addressed Netherlands Figure 5: Individual Dissemination Strategy for a hypothetic TRUST deliverable 5. SYSTEMIC REVIEW The TRUST exploitation strategy needs continuous assessment throughout its implementation to check if the goals are being met and to enable WA7 to reorient efforts if needed. A system of review and assessment is key to evaluating the performance of the communication strategy, both during and after the communication activities. These are some of the key factors that should be used to assess TRUST impact: Website detailed statistics External references to TRUST Implementation of TRUST products in pilot cities Monitoring of use of TRUST individual products (e.g. software, e-learning courses, etc.) Attendance to TRUST workshops, presentations, meetings, etc. Number of TRUST publications External assessment (e.g. from members of the PAC-committee) A short internal WA7 progress report after month 24 (April 2013) will provide data for the factors listed above and may lead to refine and adapt the strategy according to the stated goals. After month 24, regular internal reports will be produced every six months to assess the need for further efforts. - info@trust-i.net Dissemination and Knowledge Transfer MS

18 6. CONCLUSION To identify the dissemination needs and expectations of journalists, technology partners and the pilot city utilities, several interviews were conducted prior to elaborating this exploitation strategy. This survey showed that most information needs are being satisfied through the Internet these days, mainly through subject-related websites or project websites, shortly followed by s, ed press releases and ed newsletters. However, a crucial pathway for information acquisition is also personal contact (researchers, scientists in collaborative projects) and presentations, conferences, seminars and workshops. Only a minority of the respondents gained their information through R&D Journals. The development of the TRUST exploitation strategy and the action plan is based on these interviews. This is one of the reasons why TRUST intends to take a new approach to the dissemination of project results. The online availability of high quality products may significantly increase the impact of a research project. Despite the fact that most of the project results will be the result of scientific work, their dissemination should not be limited to the traditional channels for these professionals. This is why, on one hand TRUST intends to further refine all deliverables to present high quality products from their contents to their format and presentation, despite the fact that they will all be freely available through the Internet. This will increase the visibility, recognition and credibility of the project and hopefully the usefulness of these deliverables. On the other hand, TRUST is making an effort to explore new communication channels and new ways to maximize the impact through traditional channels. The presence of a dedicated team in Work Area 7, comprised of different profiles (journalist, designer, IT specialist) is representative of an effort to create new communication strategies for a water research project. This new strategies are considered to be fundamental if all stakeholders in the sector are to be reached and if the project is to have a real impact on society and the water services of tomorrow. - info@trust-i.net Dissemination and Knowledge Transfer MS

19 TRANSITIONS TO THE URBAN WATER SERVICES OFTOMORROW Exploitation Strategy TRUST 2012 The research leading to these results has received funding from the European Union Seventh Framework Programme (FP7/ ) under grant agreement n This publication reflects only the author s views and the European Union is not liable for any use that may he made of the information contained therein.

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