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Communicating Change to Stakeholders (and how to change their perceptions)

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35th Biennal Congress of Euroheat & Power in Paris, May 2011

35th Biennal Congress of Euroheat & Power in Paris, May 2011


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  • 1. Communicating Change to Stakeholders And how to change their perceptions Alice Stollmeyer, Policy Advisor Purmerend District Heating (SVP) The Netherlands May 10th, 2011 35th Biennal Congress Euroheat & Power, 9 & 10 MAY 2011, Paris, France
  • 2. Purmerend District Heating (SVP)Established in 1980, privatised in 200725,000 customers to date: 60,000 residents (75%) 1,000 companies 35th Biennal Congress Euroheat & Power, 9 & 10 MAY 2011, Paris, France
  • 3. SVP ‘before’Imagine a District Heating grid of 30 years old: high heat losses water leaks disruptions in heat supply complaining customers no profit for the shareholder who wants to sell the company – but no buyer is interested 35th Biennal Congress Euroheat & Power, 9 & 10 MAY 2011, Paris, France
  • 4. SVP ‘before’35th Biennal Congress Euroheat & Power, 9 & 10 MAY 2011, Paris, France
  • 5. SVP ‘now’Under new management a turnaround took place starting in 2008: CO2-reduction Energy-efficiency Less disruptions Financial Innovation 35th Biennal Congress Euroheat & Power, 9 & 10 MAY 2011, Paris, France
  • 6. Integral evaluation and decision making framework Financial return Production SVP Clients Grid Customer satisfaction Sustainability Security of supply 35th Biennal Congress Euroheat & Power, 9 & 10 MAY 2011, Paris, France
  • 7. District Heating 2.0District Heating 2.0 entails the modernization of the existing DH schemeto next generation district heating, securing heat generation and supplyin a sustainable way for the next 25 years.District Heating 2.0 is implemented in 3 subprogrammes: Sustainable heat production – Energy Transition (geoth. & biomass) Sustainable heat distribution – SlimNet Sustainable heat consumption – Purmer end-useTotal results of District Heating 2.0 once fully operational (2014): CO2-reduction: 100.000 ton per year (= 78% compared to conventional Dutch heating solutions) Primary energy savings: 43 million m3 natural gas RES-use: first 80%, later 100% 35th Biennal Congress Euroheat & Power, 9 & 10 MAY 2011, Paris, France
  • 8. Communicating ChangeInside-out Outside-inWe Othersidentity imagevalues reputationsending receivingmessage perceptiontrade mark management & marketing reputation management & communication 35th Biennal Congress Euroheat & Power, 9 & 10 MAY 2011, Paris, France
  • 9. Message House Umbrella key messageSupporting message 1 Supporting message 2 Supporting message 3 Supporting message 4 Proof & support: Proof & support: Proof & support: Proof & support Facts & Figures Facts & Figures Facts & Figures Facts & Figures Examples Examples Examples Examples Track record Track record Track record Track record Cases Cases Cases Cases Audits Audits Audits Audits Studies Studies Studies Studies Etc. Etc. Etc. Etc.
  • 10. MESSAGE HOUSE SVP ‘SVP is working at the most sustainable district heating of The Netherlands’District Heating 2.0 Sustainable Innovative Cooperation Sustainable production, Clean, efficient & Using new knowledge & experience Synergydistribution & consumption future proof Proof: Proof: Proof: • Proof: •• see Message House DH 2.0 • • • • • • • Businessplan MIMOSA & decision making framework 35th Biennal Congress Euroheat & Power, 9 & 10 MAY 2011, Paris, France
  • 11. MESSAGE HOUSEDistric Heating 2.0 ‘By DH 2.0 SVP effects sustainable production, distribution and consumption’ Heat production Heat distribution Heat consumption Chain management Sustainable & cheaper Smart & efficient The customer is central Cooperation “From grey to green” “Warmte voor elkaar” Proof: Proof: Proof: Proof: • Baseload - geothermal • SlimNet • Municipality Purmerend • Security of supply • Seasonal load - biomass •Dynamic netmodel •Province North Holland •Service • Peakload – (green) gas •Ministry of Economic Affairs • Demand driven heat production •Helping to reduce heat demand • Subsidies •EC & EIB •Reducing grid temperature • Optimalising efficiency • Licencies •NGO Urgenda •Cascading heat • • Innovations restricted to • NGO EnergyValley •Sustainable piping material • proven technology • Staatsbosbeheer • • • • TNO & DWA & COWI • • facts & figures: • • Proven Technology, • • if possible with local partners • facts & figures: • • facts & figures: • Communication with stakeholders • 520 km pipes • • For 24.000 hhs & 1000 companies • •Energy savings 10% • •80% green heat from 2014 • facts & figures: • CO2-reduction 100.000 ton/year • Reduction CO2 10% • •Reduction disruptions 50% • • Businessplan MIMOSA & decision making framework 35th Biennal Congress Euroheat & Power, 9 & 10 MAY 2011, Paris, France
  • 12. Mindmap Stakeholders District Heating 2.0 Licencing authorities Service providers •X Suppliers •X •X •X •X •X •X •X •XContractors Stakeholders in licences • X•X •X•X District •X•X Heating 2.0 Grant providers Opinion influencers • (Local) media •X • Residents •X • Customers •X Potential partners •X •X •X •X •X •X 35th Biennal Congress Euroheat & Power, 9 & 10 MAY 2011, Paris, France
  • 13. Stakeholder grid High Critic Ambassador Negative attitude Positive attitude High influence High influence Power/influence Criticiser Friend Negative attitude Positive attitude Low influence Low influence Low Negative Neutral Positive Attitude 35th Biennal Congress Euroheat & Power, 9 & 10 MAY 2011, Paris, France
  • 14. Engagement strategy35th Biennal Congress Euroheat & Power, 9 & 10 MAY 2011, Paris, France
  • 15. Changing perceptionsA good communication strategy helps to communicate change to yourstakeholders and to change their perceptions of you: From ugly ducklin to swan 35th Biennal Congress Euroheat & Power, 9 & 10 MAY 2011, Paris, France
  • 16. Perception of SVP ‘now’European Investment Bank about SVP’s District Heating 2.0 :"This project is a good example of how cities can contribute to meeting the European Unions climate goals and we hope it will set an example for others to follow."Join us in upgrading your grid to District Heating 2.0 and get ready for a sustainable future! 35th Biennal Congress Euroheat & Power, 9 & 10 MAY 2011, Paris, France
  • 17. Communicating Change to Stakeholders Alice Stollmeyer, Policy Advisor Purmerend District Heating (SVP) The Netherlands May 10th, 2011 35th Biennal Congress Euroheat & Power, 9 & 10 MAY 2011, Paris, France