Communication strategy


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    Audience segmentation, current perceptions/ behaviours , desired target behaviours, messages and tools[1]
    The matrix below forms the basis for the communications plan, which aims to identify straightforward and quick-win ways to improve communication with the ENPI CLIMA SOUTH stakeholders.
    [1] Matrix is based on analysis results of the missions in the countries and documentations.
    The invitation has to be sent one week before the side event.
    A banner announcing the side event has to be design and published in the website, in the programme page of COP, and in the COP programme official paper.
    A list of Journalist and guest has to be dressed;
    All the communication tools has to be ready two week before the side event.
    The ENPI CLIMA SOUTH event’s organization within these festivals could be coordinated with the EU DELEGATIONS, and in particular with their communication consultants, with the local interfaces and with the organizers of the various festivals.
    ENPI CLIMA SOUTH participating in these events shall have very important repercussions because:
    it’s a way to indirectly reach policy makers
    it’s a way to reach a wide range of average audience and young generations;
    it’s a way to be covered by the media that will obviously be present in these events.
    A more detailed schedule of the participation to these festivals can be developed after the necessary agreements with EU Delegations and the organizers of such events.
    Schedule Time
    The said agreements with EU Delegations and Festival Organizers should take place by January/ february 2014 so as to be able to participate in the coming events.
    These are described among the most important events, it is clear that a selection has to be done after discussion with the Different delegation of the EU countries
  • VIDEO : in cooperation with the video and photo archive of DEVCO
    Search for videos and photographic material During last week of NovemberTexts: first week of December (by expert K2, K3, K4)Montage for images and texts by a Production CompanyLanguage: french, arab, IngleseVideo ending at last on 15th of December 2013.
    Page 4 – size tabloid
  • Method:
    Integrated community mobilization for planning and action with agricultural extension and research;
    equal partnership between farmers, researchers and extension agents  who can all learn from each other and contribute to their knowledge ;
    strengthening rural people's problem-solving capacity, planning and management abilities;
    learning by doing (on the job training), seeing, discovering and experimenting : an iterative process of action and reflection
    Team work because teaching 'external' knowledge and technologies is insufficient if the knowledge is not directly applied and experimented by farmers themselves.
    Implementation of the training/ communication
    Brainstorming to facilitate the farmers to express their needs and share their knowledge
    Motivating farmers ( men and women) to become involved in an action learning process to improve their livelihoods;
    Stimulating reflection on a number of issues, such as how farmers see 'development”& climate change “water how they solve their problems and organize themselves for achieving their goals.
    Working together to plainly experiments in the fields;
    Learning through experimenting and trying out new ideas about integrated territorial adaptation
    Working together in the redaction of manual with pictures, drawings, photos etc. to describe the method applied, and all the experiences done during this training.
  • The newsletters shall be issued every three months. The subjects will be detected by means of a meeting of the experts team.
    Each issue shall deal with a specific subject related to one of the countries involved in the project and, whenever possible, shall provide feasible solutions.
    Everyone must be enabled to understand the newsletter language. Texts will be accompanied by reportages with the explication of the various phenomena.
    The newsletter shall be available for download from the website but it shall equally be distributed to journalists of the main newspapers that will then be authorized to publish its content
  • This is only an example
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  • Communication strategy

    1. 1. Communication strategy Corporate identification/image design & basic communication tools Elda Sortino, Communication Expert 1
    2. 2. Designing the Communication Strategy • To support the activities of the Clima South Project (workshop and training); • To promote north-south as well south-south cooperation on climate issues; • To Promote a closer dialogue with EU on climate change; • To satisfy the various needs and expectations of the countries involved in the project; • To improve access to information and expertise • To take into account the needs express at all political levels (national and local) above all, after the revolutions. 2
    3. 3. Approach & Methods LEARNING LEVEL – Data Collection – Meetings with resource people in each ENPI SOUTH countries ANALYTICAL LEVEL – Detecting communication objectives – Prioritizing target groups; IMPLEMENTATION LEVEL – Planning the communication strategy: – Designing the corporate image, the interactive website and platform, and a set of basic communication tools 3
    4. 4. Survey and Analysis • The survey was conducted on a wide scale and with an interdisciplinary approach submitted to all political levels (national and local) appropriate Ministries and technicians department; International Organizations and Civil Society, the Media, TV and Newspaper in order to have the most complete picture of the problem. • In addition, and socio-economic data and age structure of the population were equally analysed. • Journalists and editors in chief; scientists from the meteorological centres but also to researchers from Research Institutes and Professors from leading universities, i.e. the people that work in direct contact with the most vulnerable segments of the population. • NGOs, Civil Society – recently increasingly involved in political changes on all fronts - and international organizations including the EU Delegation. 4
    5. 5. Main Findings • • • • Lack of a dialogue or cooperation among stakeholders. Part the Ministry of Environment in each countries , others ministries / institutions do not perceive climate change as a integral part of the overall development agenda, CC is not among the priorities of Governments (focused on poverty unemployment because of political & socio-economic crisis). Level of awareness and knowledge needs to be raised among local communities • • Strong need to strengthen dialogue. to simplify message on climate change issues. Need to improve information dissemination. • Low-income, lower education levels and women are not proportionally represented in national discussions on climate change. • Droughts / precipitations decrease are not seen as related to the consequences of climate change. consequently there is a need to increase the information level among journalists, especially the younger ones. 5
    6. 6. Preliminary Main Conclusion • It obvious, especially after the revolution, that these needs, must be heard otherwise all our efforts run the risk of being lost: unemployement, desertification, water shortage and political fragiity causing deep concern among politician and generate concern and frustation among the population. • The urgent priority is the need to work with the most vulnerable people. 6
    7. 7. Audience segmentation, current perceptions/ behaviours, desired target behaviours, messages and tools (1) Audiences • Policy makers national and local/advisor of ministry ; Member of parliaments; • Technical departments of competent ministries (operational and policy level) other relevant agencies (i.e. forestry, agriculture, water, waste, statistics.); Current perceptions • No work in synergy, resulting in fragmentation and dispersion of efforts; • No perception of climate change as a threat/challenge Desired perceptions • Work in synergy as a solid team; • Improving climate-related knowledge &awareness Messages • Climate change and problems related are an integral part of sustainable development ; and not only the problem of the Ministry of environment; goals & actions for mitigating climate change must be agreed upon all political levels, cooperating with decision makers on the national, regional and local level. • Climate change must be addressed as an integral part of the overall development agenda Tools • Presentation on best practices ; clear, relevant & comprehensive to stimulating debate & encouraging work in synergy Channels • • • • • Round Table , side event during regional ENPI CLIMA SOUTH workshops; CLIMA SOUTH WEB site :policy makers section. Quarterly News Letter with contributions of experts By e-mail (PDF version) Visit on the field with researchers & exchange experiences 7
    8. 8. Audience segmentation, current perceptions/ behaviours, desired target behaviours, messages and tools (2) Audiences Regional & Local Institutions Current perceptions They are not aware on climate change adaptation /resilience ecc.ra Desired perceptions An increased awareness and related knowledge on climate change and environmental challenges based on their specific territories Messages • To know how to manage factors responsible of Climate Change, is an important contribute to the sustainable development and could add new incomes • Climate change is one of the major challenges for agriculture, forestry, fisheries and food security; • Sustainable production practices are a good basis for action • Action is needed now, inaction will significantly increase future costs; Tools • A video presentation of the real situation, of their own region and what they can do in concrete action; • A glossary to explain the climate change terminology with examples. Channels N:B. the first training will be organize during The National Project in Tunisia (Gabes) as pilot project 8
    9. 9. Audience segmentation, current perceptions/ behaviours, desired target behaviours, messages and tools (3) Audiences Media (young journalists and young film makers) Shaping young professional media and producers but also people of the cities through the film produced and distributed during the national festivals, book faire and so on Current perceptions They are not sufficiently prepared about the Climate Change issues <they don’t know how to write didactical articles and how to pass the message in a clear a didactical way Desired perceptions An increased knowledge on climate change enabling the formation of an educated opinion. Messages • Communicating information to climate change • impacts and adaptation from global to local level, and • strengthening networks among stakeholders and people is the best way to save the future Tools • A video presentation or existent documentary film of the real situation in their countries • A glossary to explain the climate change terminology with examples. Channels Young journalists and young filmmakers will have together, always accompanied by trainers, write and direct a film / video: - or on a specific theme related to climate change in a specific area of Jordan, - or, divide into working groups and each groups work on several areas At the end each groups have to produce a video / movie. These videos assembled like a puzzle should result in a mosaic of climatic conditions with which the country and the people have to face. REMARQUE: The first country could be Tunisia within the national project in Gabes as Pilot 9 Project
    10. 10. Audience segmentation, current perceptions/ behaviours, desired target behaviours, messages and tools (4) Audiences Extension Department with specialized people Current perceptions They are not sufficient sufficiently prepared to deal with the subject and is therefore not able to transmit Sustainable production practices to the farmers and the vulnerable population Desired perceptions An increased knowledge on climate change and best practices. Messages • Promoting access to sustainable land and water management in rural area Tools • Video on the development on new • technologies and innovations with examples. Channels Training in job: The idea would be to make them work together , visiting the field, exchange experiences and knowledge (the ones on the techniques and the other on the behavior of farmers )and jointly develop a method that can help them to communicate with the 10 farmer
    11. 11. Audience segmentation, current perceptions/ behaviours, desired target behaviours, messages and tools (4) Audiences NGO – Civil society Current perceptions They are already present in the territory but the have to improve their knowledge Desired perceptions Increase the information level on how to cope with the climate change. Messages • Improved access of vulnerable groups to sustainable development • not only benefits poverty reduction and economic development, but also saves lives and contributes to dignity of women • A video presentation on small –scale adaptation or mitigation measures for local communities (to discuss with the expert team ) Tools Channels On the Job Video Training . 11
    12. 12. Side Events at UNFCCC COPs meetings ORGANIZATION OF SIDE EVENTS DURING THE COP •To promote dialogue and cooperation between UE and ENPI partner countries. •Target Group: Informed Audience: National and International Negotiators, National and International NGOs, International and National Media, Researchers; •Location : Within the UE pavilion at the COP; •Each event (4 in total) shall deal with a different subject to be set year after year. 12
    13. 13. Planning a COP side event 11/22 November 2013 • Purpose: Launch of the ENPI CLIMA SOUTH PROJECT and website/platform & mitigation • Informed Audience: National and International Negotiators, National and International NGOs, International and National Media; Researchers; • Communication Tools, Invitation card, 2 VSB Power Point presentation of the project and abstract of mission reports ; Folder (to insert block note, a pen); Vertical panel describing project objectives for the stand announcing the side event; Leaflet describing its aims & activities ; • BAGs + Kit for journalists- Press release highlighting mission, objectives, activities. • Channel: Meeting 13
    14. 14. Organization of events within important cultural meetings at national level • PERCEPTION AND NEEDS : The current debate on Climate change issues, in all the countries already visited, shows that there is an urgent need to deal with problems that are to be made more easily understandable by the large public. • GLOBAL OBJECTIVE: Actions : to inform the majority of the audience that does not usually take part in specific events on C/C or on the environment. Embodying a C/C-related event within highly popular local cultural meetings, we shall be able to reach that large audience that, from what emerged from the analysis conducted in the different countries, is usually reticent and confused on these crucial issues, especially nowadays, when the serious economic crisis the whole world is experiencing is the predominant matter of attention • Target Group: Large public and young generations that represent the majority of the population of the countries involved in the project 14
    15. 15. Proposed event at national level • Core message: no longer profit / well-being but rather profit from wellbeing: how the green economy can become a solution against the economic crisis, providing new working opportunities. • Content: images of successful and meaningful stories related to the green economy and to its diversified paladins: companies that avoid bankruptcy by enhancing green innovation, cities experiencing low carbon models and so on • Location: Lebanon : The European Delegation of Lebanon - in close cooperation with the EU Member States (2nd EU-Lebanon Cooperation Days): open to all interested audiences and provides a unique opportunity for Lebanese and EU partners to showcase activities, present achievements, extent professional networks • Exhibition area will be composed of various thematic booths, several topics will be elaborated in more depth during a series of Panel Discussions (First pilot project?) 15
    16. 16. Regional communication and media event within Regional Workshop • Creation and organization of events, within regional workshops, to raise awareness on the subject and pave the way to dialogue and cooperation among all the stakeholders involved in CC, so as to work in synergy. • The titles of such events will change according to the issues dealt with by the various regional workshops; the core Message’ shall remain the same, i.e. “Climate change must be integrated into sustainable development initiatives resulting in mutually beneficial outcome”. 16
    17. 17. First Regional Workshop January 2014 provisional communication plan TITLE : TOWARDS LOW CARBON EMISSION DEVELOPMENT PURPOSE: Strengthening institutional low carbon development capacity &providing team-building activities to switch towards low carbon economy (maximization of GHG emission reduction), including the skill to accurately estimate GHG emissions and to formulate mitigation plans. TARGET GROUP: • informed audience, experts of Ministries that work in the field both on a local and national level, researchers, and NGOs specialized on this subject IMPLEMETATION OF COMMUNICATION TOOLS FOR WORKSHOP • Specialized factsheets with illustrations or graphics presented in a folder to be distributed among participants; Languages: Arabic, French, English; Block Note and folder, Leaflet of the project presentation, newsletters focused on the subject ORGANISING THE MEDIA EVENT WITHIN THE REGIONAL WORKSHOP • this is the first Regional Workshop, a good occasion to launch and present the projectTARGET: Ministries, Members of Parliament, Local Authorities, International Organizations, Universities and Research Institutes Private Sector , NGOs, Representatives of Civil Society, press and digital TV Journalists. 17
    18. 18. Media event during regional workshops CHANNEL • Organization of a round table launched by a press conference. MESSAGE: • The more ‘promotional’ (general) messages that explain, ENPI CLIMA SOUTH aims, activities; • The content-focused or advocacy messages that, for instance, concern the importance of low carbon economy COMMUNICATION TOOLS: a video showing experiences and good practices from other cities. Its title could be: ‘Smart city: more ecology, less wastes’. • - Leaflet of the Project (presentation of ENPI CLIMA SOUTH project • Press release highlighting mission and objectives of the workshop; • - invitation for media event • - Newsletter focused on the same subject of the VIDEO but more extensively. Expected Date of workshop : January 2014 18
    19. 19. National activity in Gabes: Communication and Awareness Target Group: The farmer’s organizations (Groupement de Développement Agricole);The Agriculture local Division (Comité Régional de Développement Agricole)The National Meteorological Institute (INM); Le local policy makers; Perceptions • The lack of contact existing between people who are ultimately responsible for climatic changes and the most vulnerable part of the population which is actually experiencing the more serious and disastrous effects; • NGOs, administrators and everyone working on the territory side by side with the local populations must be informed, trained and given the adequate tools to support them in this change of mentality to cope with ongoing climate challenge. • The need to transform scientific message in clearer way for Community Based extension sector experts 19
    20. 20. LOGO: from to the creation of the Corporate Identity & branding The logo was drawn by hand to give it personality and energy. Warm colors to identify best the countries in the south of mediterranean A thin blue line , under the word South, recalls the Mediterranean Sea 20
    21. 21. Project Leaflet • • • • • Size (cm 15X 21) full colour paper mat page 6 (including cover) three languages (Arab,English, French) 21
    22. 22. 22
    23. 23. Project Newsletter • Size 29,7 x 42, Four pages • Designing a Quarterly Newsletter • Main Objective: – To simplify the scientific language on climate change using eye-capturing articles and pictures while keeping scientific rigor. – To simplify the work of policy makers, journalists, researchers, local administrators, providing them with examples and terms easier to be understood by a wider audience; 23
    24. 24. The newsletters shall be issued every three months. The subjects will be detected by means of a meeting of the experts team. Each issue shall deal with a specific subject related to one of the countries involved in the project and, whenever possible, shall provide feasible solutions. Everyone must be enabled to understand the newsletter language. Texts will be accompanied by reportages with the explication of the various phenomena. The newsletter shall be available for download from the website but it shall equally be distributed to journalists of the main newspapers that will then be authorized to publish its content 24
    25. 25. 25
    26. 26. Web site – public information • • • • • • • • Homepage About the Project Countries News Activities Monitoring Community Access to workspace (for registered users) 26
    27. 27. 27
    28. 28. 28
    29. 29. The text has been generated using «Lorem Ipsum» used to demonstrate the graphic layout in arabic language 29
    30. 30. The Country section shows the map of the project areas. The map is queried by means of clicks. Shows the flag of the country. Click on the flag to access the page dedicated to the country 30
    31. 31. Collaborative workspace • The Collaborative workspace has been developed to manage information on relevant climate change policies and actions in the EU as well as in the ENP South countries. It can be used by user to manage:      Expert and organisation database Documents and multimedia resources Monitoring the project activities Country profiles Database of Monitoring and evaluation indicators to climate change Adaptation and Mitigation activities 31
    32. 32. Login Allow the registered user to access to the collaborative workspace section. 32
    33. 33. Main page of the collaborative workspace 33
    34. 34. Add new Expert page 34
    35. 35. Search the Experts 35
    36. 36. Add new resource 36