D9.2 Communication Plan - AgroCycleThis project has received funding from the European Union’s Horizon ... beneficiaries not in receipt of EU ... Aim of Communication Plan Through

D9.2CommunicationPlan

Ref. Ares(2016)6692121 - 30/11/2016

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DISCLAIMERThe opinion stated in this report reflects the opinion of the authors and not theopinionoftheEuropeanCommission.AllintellectualpropertyrightsareownedbyAgroCycleconsortiummembersandareprotected by the applicable laws. Reproduction is not authorised without priorwrittenagreement.The commercialuseof any information contained in thisdocumentmay requirealicensefromtheownerofthatinformation.ACKNOWLEDGEMENTThisprojecthasreceivedfundingfromtheEuropeanUnion’sHorizon2020researchandinnovationprogrammeundergrantagreementNº690142.ChinesepartnersarebeneficiariesnotinreceiptofEUfunding.

This project has received funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement No 690142

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DeliverableDocumentSheet ProjectAcronym AgroCycleProjectTitle Sustainable techno-economic solutions for the agricultural value

chainGrantAgreementnumber

690142

Callidentifier H2020-WASTE-2015-two-stageTopicidentifier WASTE-7-2015

Ensuringsustainableuseofagriculturalwaste,co-productsandby-products

FundingScheme ResearchandInnovationActionProjectduration 36months(June2016–May2019)Coordinator NUIDUCD–ProfessorShaneWardWebsite www.AgroCycle.euDeliverableNo. D9.2Deliverabletitle CommunicationPlanDescription Description of the communication strategy, target

audiencesandcommunicationtoolsoftheproject.WPNo. WP9–DisseminationandExploitationRelatedtask Subtask 9.4.1 - Communication Plan and reporting on

communicationactivitiesLeadBeneficiary NUIDUCDAuthor(s) GerHanley(NUIDUCD–ResearchProgrammeManager)Contributor(s) AllpartnersType ReportDisseminationLevel PublicLanguage English–GBDueDate 30.11.2016SubmissionDate 29.11.2016Date: Action: Version: Ownership:17.11.2016 Written V.1 GerHanley22.11.2016 Reviewed/amended V.2 Alex Krick; Rocio

Roldan; GeorgiaEclair-Heath; MaríaHijosaValsero

29.11.2016 Reviewed/amended V.3 Caitlin Burns; BorisCosic; María HijosaValsero


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29.11.2016 Submitted via Online Portal toFundingAgency

V.3 GerHanley


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TableofContents

1. Introduction......................................................................................62. ProjectBackground...........................................................................63. AimofCommunicationPlan..............................................................74. DeliverablesandMilestones...........................................................104.1 DisseminationDeliverablesofAgroCycle........................................................10

4.2 DisseminationMilestonesofAgroCycle..........................................................11

5. TargetAudiences............................................................................126. CommunicationStrategy.................................................................136.1 CommunicationActionPlanner.......................................................................14

6.2 CommunicationandDisseminationContent..................................................15

6.3 CommunicationandDisseminationChannels.................................................16

6.4 Website&SocialNetworks.............................................................................17

6.5 PressReleases.................................................................................................17

6.6 Conferences&Congresses..............................................................................17

6.7 Workshops.......................................................................................................17

6.8 PublicEvents/Outreach...................................................................................18

6.9 Newsletter.......................................................................................................18

AnnexI–ProjectFlyers.........................................................................20AnnexII–OnlineTemplatesforRecordingDisseminationEvents/Activities...................................................................................21AnnexIII–Website...............................................................................25AnnexIV–Twitter.................................................................................26AnnexV-Newsletters(Internal&ExternalDesign)...............................27AnnexVI–TemplateDesigns................................................................28


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1. Introduction

This document is a deliverable of the AgroCycle project funded by Horizon 2020programme of the European Union under Grant Agreement number 690142.AgroCycle’sDisseminationandCommunicationPlan(DCP)isanimportantelementforthe success of theproject initiatives to create awareness of its on-going results. Thisdocument includes several activities to ensure project awareness and impact on thecommunity, its activities and technologies. The DCP describes channels,mechanismsandactivitiestodeliverthemainprojectmessagestodifferenttargetgroupsduringthe36monthsoftheproject.

The proposed report will define objectives and goals for dissemination activities,identify target groups, define dissemination and communication channels, tools andmedia to be used, and define key messages that will be used to reach identifiedcommunities.

TheproposedCommunicationPlanwillbeusedforbuildingeffectiveandcoordinatedprojectactivitiesaswellascreatingnationalandinternationalawarenessoftheprojectresults.ThepresenteddocumentisaninitialCommunicationPlanthatwillbeupdatedannuallybasedonanalysisofpastactivities,theireffectiveness,includingplanningnewactivities, responding to new technology trends, suggestions from developercommunitiesanddemandsfromstakeholdergroups.

2. ProjectBackground

Continuingpopulationandconsumptiongrowtharedrivingglobal fooddemand,withagricultural activity increasing to keep pace. Europe has a major agricultural wasteproblem,generatingsome700milliontonnesofwasteannually.

There is an urgent need and huge opportunity to address the efficient use ofagricultural wastes, co-products and by-products (AWCB) towards deliveringsustainablevaluechainsinthefarmingandprocessingsectors.Assuch,AgroCyclewillconvert lowvalueagriculturalwaste,co-productsandby-products (AWCB) intohighlyvaluable products, achieving a 10% increase in AWCB recycling and valorisation by2020.ThiswillbeachievedbydevelopingadetailedandholisticunderstandingoftheAWCBstreamsandpilotingakeynumberofAWCButilisation/valorisationpathways.Itwillbringtechnologiesandsystemsfrom~TechnologyReadinessLevel(TRL)4to~TRL7


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within the 3 years of the project. A post-project commercialisation plan will bringcommercially promising technologies/systems to TRL8 and TRL9, ensuring AgroCyclewill have an enduring impact by achieving sustainable use of AWCB both inside andoutsidetheagriculturalsector,leadingtotherealisationandstrengtheningofaCircularEconomy.

AgroCycle addressesAWCB from several agricultural sectors:wine, olive oil, forestry,horticulture, sugarbeet, fruit, grassland, swine,dairyandpoultry,amongothers.TheAgroCycleconsortiumisa large(26)multi-nationalgroup(includingChina)comprisingthe necessary and relevantmulti-actors (i.e. researchers; companies in the technical,manufacturing, advisory, retail sectors (Large and SMEs); lead users; end users; andtrade/producer associations) for achieving the project’s ambitions goals. Farming’sunique regional (rural) location means that AgroCycle will help reduce the EU’sInnovation Divide and address the Regional Smart Specialisation Strategies for eachpartner country: impactwill be RegionalwithNational and International dimensions.Thepresenceof threepartners fromChina and three international associations fromEuropeensuresinternationalsynergiesandaglobalimpact.

3. AimofCommunicationPlan

Through theproposal, grant agreement andannexes,AgroCyclehas agreed toput inplace a clear and structured communication and dissemination plan to meet therequirements of the research, and several stakeholders, such as the public, and thefunding agency, EC. The overall dissemination work package aim for AgroCycle wasoutlinedasfollows:“acomprehensiveseriesofactionstobroadcastthenon-confidentialresultsthataregeneratedduring the project to as wide and relevant an audience as possible in order to heightenawarenessabouttheresults,tocontributetoknowledgebuildinginEurope,andtoensurethatasmanyactorsandcitizensaspossiblehaveaccesstotheseresults”[Ref:GrantAgreement:DescriptionofActionpage25]

ThepurposeofthisCommunicationPlanis:1. To identifyanddesignactivities tohavean impacton itsaudience (those that

cancontributetothedevelopment,evaluation,uptakeandexploitationof theprojectoutcomes);and


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2. To ensure that the research and outcomes of the project are widelydisseminated to the appropriate audience, at appropriate times along theprojectlifecycle.

TomaximisetheimpactonstakeholdersoutsideoftheConsortium,itisimperativetoensurethat:

• Theprojectisfocusedontheinnovationneedsoftheagriculturalsector;• Theknowledgegainedismadeavailabletoallinterestedgroups;and• Theprojectoutputscanbeeffectivelyexploited.

Table3.1:AgroCycleDisseminationPlanaspertheGrantAgreementTargetAudience Tools&Channels ExpectedImpacts

Farmers(producersofAWCB)

Foodprocessors

Packagingconvertors

Pharmaceutical

Environmentalconsultanciesandengineering

Machinery

Retailersandconsumers

IndustryMultipliers-SectoralAssociations(e.g.CopaCocega,EuropeanCropProtectionAssociation,EuropeanAssociationofAgriculturalEconomists,etc.)

Standardisationbodiesandpolicystakeholders,nationalfoodsafetyauthorities,EFSA,EC,nationalgovernmentalbodies,ICC,AACCI,CEN,ISO,WHO,FAO,CODEXGeneralpublicandMassmedia

ResearchandacademicstakeholdersEarlystageeducationofthecitizenandresearchers

Government&policymakersInnovationprograms

Educationalstakeholdersandstudents

Othercross-cuttingH2020projectsandinternational/nationalprojects

Projectcorporateidentitytools(logo,tagline/slogan)

ProjectWebsite

ProjectLeaflets

ProjectPosters

Videoclip(forYouTube,projectwebsite,etc.)

PowerpointPresentations

PressreleasesTradefairs/exhibitions:Alimentaria(ES);Anuga(DE);SIMA(FR);Agrotech(PL);Growtech(TR);GFIA(AE);Agritech2017(IL);Agritech2016(IN).

Conferences,seminarsandworkshops(participationinorganising,scientificcommittees,withposter,paper,presentation,orchairing):AnnualWorldFoodandInnovationForum;eventsofEuropeanAssociationofAgriculturalEconomics,etc.

Magazines:FarmersJournal(IE);FarmersWeekly,etc.

OpenAccessJournalArticles:J.ofFoodEngineering;J.Agric.FoodChem.,J.ofEnvironmentalMonitoringandAssessment;etc.

Involvementinnetworks/clusters:EIP-AGRI;EuropeanSystemofCooperativeResearchNetworksinAgriculture,etc.

Bespokeeducationprogrammeforearly-stagepupils;FeaturesinNewslettersande-bulletinsVisibilityonWebportalse.g.Food

GenerationofawarenessaboutAgroCycleanditsmissiontoensuringsustainableuseofagriculturalwaste,co-productsandby-productsinEurope,Chinaandglobally.

Disseminationofnewknowledgeandtechnologiesfortransitioningagricultureandotherindustriestothegreeneconomy.

Effectiveknowledgesharingamongtheresearchandscientificcommunities,whichwillcontributetotheERA,andtotheEUrecoverypackageandtheEU2020strategyforsmart,sustainableandinclusivegrowth.

Soundcommunicationtowardspolicy-makerstoincreasetheinfluenceoftheprojectanditsresultsinpolicymaking(whichwillbereinforcedbythepresenceofourexpertAssociations).

Communicationtoretailersandconsumersabouttheeffortsbeingmadebytheagriculturesectorandthefood,pharma,packagingandothersectorstoincreasetheirsustainabilityforconsumerandenvironmentalprotection.

Thegeneralpublicshouldalsofeeltheyaregettingvalueformoneyfrompublicfundedresearchthatwillultimatelybenefitthemascitizens.

Educatetheyoungpopulationontheimportanceofagri-foodwastereductionandvalorisation.Young


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PPPsandEIPs(e.g.EIP-AGRI,EIP-WATER,EIPRawMaterials,SPIRE,BBI,Suschem,etc.)

ProductionDaily

InclusioninEUdisseminationresourcessuchastheEUHorizonMagazineandtheEIPAgriWebsitehttp://ec.europe.eu/eip/agriculture

Massmedia,e.g.Euronews

Socialmedia

Programmemeetings

Policyroundtables

peopleas“influencers”oftheirparents,teachersandwidersociety.Attractmoreyoungpeopletoscientificandresearchcareers,enrichingtheircurriculawithknowledgefromtheproject.Earlystageresearchersinspiredbytheresults,willbemotivatedtoremaininEU-researchandpossiblyworkinareasthatarebeneficialforsociety,sustainabilityandinnovation.

SpecialattentionwillbepaidtodisseminationinChina.AtleastoneoftheprojectmeetingswillbeheldinChina,combinedwithadisseminationworkshoptoinvolveChinesestakeholders.

([Ref:GrantAgreement:DescriptionofActionpage26]


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4. DeliverablesandMilestones

WorkPack9(InnovationImpacts)hasseveraldeliverablesandmilestonesandtheseareoutlinedasfollows:

4.1 DisseminationDeliverablesofAgroCycleTable4.1:AgroCycleDeliverablesaspertheGrantAgreement

DeliverableNumber

DeliverableTitle LeadBeneficiary

Due Date(month)

D9.1 ProjectWebPlatform 13–IRIS 3D9.2 CommunicationPlan 1-NUIDUCD 6D9.3 ProjectVideo 1-NUIDUCD 12D9.3 DraftBusinessPlan(Confidential) 1-NUIDUCD 12

D9.5 Interim Knowledge ManagementReport(Confidential)

1-NUIDUCD 18

D9.6 Interim Plan for Dissemination &exploitationoftheproject’sresults

1-NUIDUCD 18

D9.7 InterimCommunicationReport 1-NUIDUCD 18D9.8 FinalBusinessPlan(Confidential) 1-NUIDUCD 34D9.9 Final KnowledgeManagement Report

(Confidential)1-NUIDUCD 34

D9.10 Final Plan for the dissemination andexploitationoftheprojectresults

1-NUIDUCD 34

D9.11 FinalCommunicationReport 1-NUIDUCD 34[Ref:GrantAgreement1.3.2WT2listofdeliverables]


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4.2 DisseminationMilestonesofAgroCycleTable4.2:AgroCycleDisseminationMilestonesMilestoneNumber

MilestoneTitle LeadBeneficiary

DueDate (inmonths)

MeansofVerification

MS10 An “impact forum” isestablished (and builtupon over the course oftheproject)

1-NUIDUCD 12 Comprising a broadrange of stakeholderswho have a potentialinterest inimplementing theproject outcomes andwhere a return oninvestment is feasible(they will be part ofthe Joint StakeholderCommittee).

MS26 Sustainable businessmodels are establishedand innovation impactsarefulfilled

10–NNFCC 34 Business reportcompleted and wideknowledge transfer toindustry underway.Consortium businessandexploitationplansarecomplete.

[Ref:GrantAgreementAnnex1-DescriptionofActionpage24]


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5. TargetAudiencesTo engage stakeholders of the AgroCycle project and to ensure the successfuldisseminationoftheprojectresults,thefocusoftheproject’scommunicationplanistotarget the entire agricultural value chain. Stakeholder engagement is fundamental tothesuccessofanycommunicationactivityandassuch,stakeholderidentificationiskey.TheinterestedstakeholdersidentifiedinTable3.1fromtheGrantAgreementarequitevaried. To facilitate with the development of an effective communication plan,potentialinterestedpartiesweregroupedasfollows:TargetGroups Subgroups

ScientificCommunity

• Academia• Researchers• International and

nationalprojects

• EducationalInstitutes• OtherH2020projects

PrivateSector• Retailers and supply

chain• Pharmaceutical

• FoodProcessors• Financiers• Otherprofessionals

PublicBodies

• EuropeanAuthorities• SafetyAuthorities• FundingAgencies• Regulators

• National & RegionalAuthorities

• EnvironmentalNGOs

ThePublic• Consumers• Farmers• EarlyStageEducators

• CitizenOrganisations• Students• Individualcitizens

Themainrolesoftheprojecttargetgroupsareasfollows:

Role\AudienceScientificcommunity

PrivateSector

PolicyMakers

PublicBodies

ThePublic

Increaseprojectvisibility

Giveinput/feedbackonprojectdevelopment

GenerateMarketOpportunities

Supportprojectdevelopment

AdvanceCollaboration


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6. CommunicationStrategy

Thecommunication strategyofAgroCyclehasbeendeveloped toachievean integratedandconsistent information flowboth from theprojecttoallthetargetsegmentsidentifiedin‘TargetAudiences’aswellasinternallywithintheconsortium.Itisalsointendedtoavoiddisparatemessaging efforts. Ultimately, it will allow the partners of the project to create and distribute information that, even beingdifferent in style and objective, has an inner coherence. This consistency will reinforce AgroCycle’s brand and prevent contradictorymessagingtodifferenttargetsegmentsacrossallmediaplatforms.Afirstattempttoidentifyallthecommunicationactionsplannedfortheentiredurationof theprojecthavebeencompletedbelow. Thisplanningwillbeupdatedandwillbeopentomodificationsduring thelifespanoftheproject.


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6.1 CommunicationActionPlanner

Figure1:CommunicationPlan


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6.2 CommunicationandDisseminationContentAgroCycle is a large-scale project, with a duration of 36 months and involving 26partners, including23from8differentEUcountries,2representationsfrommainlandChinaand1 fromHongKong. Asimple,yeteffective, information flowhas thereforebeendesignedtoallowallthepartnerstocollaborateandcontributetothecreationofcontentthatwillbesharedviathecommunicationchannelsdescribedlater.

A bimonthly internal newsletter to the consortiummemberswill remind partners tocompletethedifferentcommunicationstemplates(SeeAnnexII)thatwerecreatedtocapture the different kinds of content that has been generated and the impact theprojectishavingonitsstakeholders.

Thetemplates(seeAnnexII)createdareasfollows:

• News: Relevant activities, milestones, news articles etc. of the AgroCycleproject.�

• FutureCongresses/Conferences/Eventsthatwillbeattendedbythepartners:Collections of necessary preliminary information about events for thedisseminationviasocialmediaand/orother.�

• Summary of Congresses/Conferences/Events that have already happened:Collection of information about past events to generate content for thedifferentcommunicationchannels.�


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6.3 CommunicationandDisseminationChannelsThe information generated during the lifespan of the project needs to becommunicatedthroughthemosteffectivechannelsdependingonthetargetaudiencesthatwanttobereachedandthecharacteristicsofeachofthechannels.Thefollowingisanoverviewofthechannelsthatwillbeusedforeachoftheproject’stargetaudiences

Scientificcommunity

PrivateSector

PolicyMakers

PublicBodies

ThePublic

Website

SocialNetworks (Twitter,LinkedIn,YouTube)

Press Releases & MassMedia

Conferences/Congresses

Workshops

PublicEvents/Outreach

Newsletter

SharedeventswithotherH2020 projects (e.g.NoAW Grant AgreementNo.688338)Bespoke educationprogrammeBesides the above channels, the Grant Agreement identified a list of Open Accessacademicjournals(seeTable3.1above).Inadditiontothesejournals,theprojectalsoaimstopublishinthefollowingjournals:

• NutrientCyclinginAgroecosystems;and• Agriculture,EcosystemsandEnvironment• The Journal of Sustainable Development of Energy, Water and Environment

System (Special Issue, 2017 following the 12th Conference on SustainableDevelopmentofEnergy,WaterandEnvironmentSystems)


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6.4 Website&SocialNetworksTheAgroCyclewebsite(www.agrocycle.eu)andTwitteraccount(@AgroCycle_EU)aretheproject’smainonlinecommunicationtoolswiththeLinkedInprofilebeingusedtoconnectto interestedprofessionalsandorganisationsaswellaspostingarticlesonrelevanttopicsand/orprojectachievements.Theinformationcontainedonthewebsitewill be reviewed periodically for possible improvements thatwill contribute towardsthedevelopmentoftheuserexperience.Asidefromtheinformationdisplayedonthewebsiteitself,thewebsitewillalsoactasthe access portal for theproject platform. Theplatformwill beused todisseminatecontentgeneratedthroughouttheprojectmainlythrough:

• Newssection-anyinterestedvisitorswillbeabletoaccesstheNewsgeneratedbytheproject,i.e.mainevents,milestones,progressoftheproject,etc.;and�

• Links toSocialNetworks - themainpageof thewebsitedisplays theproject’stwitterfeedonarotatingbanner.

6.5 PressReleasesThroughoutthelifespanoftheproject,significantbreakthroughaccomplishmentsandevents will be identified and sent to online and offline communication media (bothnational and international). For example: https://horizon-magazine.eu andhttp://horizon2020projects.com/publications/.

6.6 Conferences&CongressesAgroCyclepartnerswill takepart indifferent congresses and conferences around theworld, some of which have been already identified are detailed in Figure 1:CommunicationPlanabove.

Diverse visual corporate material, created ad-hoc, will be used at these and otherevents,suchasrollups,brochures, leafletsorpostersaimedat increasingthevisibilityof theprojectandconsolidating thebrand identityof theproject.PleaseseeAnnex IthroughVIIforexamples.

6.7 WorkshopsWork Packages 7 and 8 both haveworkshops planned.Work package 7 (Knowledgeplatformandtraining)will focusmoreonproviding in-depthopportunitiestotransferknowledge to agricultural scientists, industry and policy makers. This also includes


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enhancing awareness amongst the next generation via early-stage educationprogrammesandbespokee-deliveryroutes.Workpackage8will focusonstakeholderworkshopstobringtogetherkeyplayerstoidentify important resources, constraints and opportunities to feed into subsequentactivitiesinthistask.Itisplannedthattheworkshopswillconcludewithagreementonthepriorityareasandactions,todefinethefocusoffuturesustainablevaluechainsandbusinessmodels.Inmonth12amarketreportonsustainablebioeconomyvaluechainswill be delivered; profiling current activities, relationships and a comprehensiveconstraintsanalysis.Inmonth24afurtherupdatereportwillbedeliveredincorporatingfindings and opportunities identified through the stakeholder engagement activities,acrossallbioeconomyvaluechains(incl.biofuels,bioenergy,biobasedproducts).

6.8 PublicEvents/OutreachWorkdonebytheAgroCycleprojectwillbedisseminatedtosocietyingeneralthroughdifferentpublicevents. Thesewillexplainthemainobjectives,resultsandbenefitsofthe project in non-technical language. These eventswill be held both regionally andinternationally.Forexample:AttheNationalPloughingChampionshipsinIreland,whichis Europe's largest Outdoor Exhibition and Agricultural Trade Show; DisruptiveInnovation Festival (DIF) an online, open access event that invites thought-leaders,entrepreneurs, innovators,businesses, designersand learners; EuroScience OpenForum (ESOF) is a biennial, pan-European, general science conference dedicated toscientific research and innovation; Oxford Farming Conference (OFC) is an annualconference for UK farmersthat invests in agricultural education and knowledge-sharing.

6.9 NewsletterTherewillbeaninternalconsortiumnewsletterthatwillbedistributedbi-monthly.Theinformationgatheredvia theonlinedisseminationtemplateswillbeusedtopopulatethe e-newsletter. The internal e-newsletter will also be used to advertise partner’seventsand/ornews.Theexternalnewsletterwillbesentonceevery4monthstothesubscribedcontactstodirectlyinformthemofthemostrelevantandlatestprogressoftheproject.InterestedpartiescansubscribetothenewsletterviatheAgroCyclewebsite,theAgroCycleemailaddress: [email protected] viaprojectpartners suggesting interestedcontacts. The


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newsletterwillpresentinanattractivewayallnewinformationregardingtheproject’scommunication and dissemination channels. Links in the newsletter will redirectreaders to these channels, generating traffic and helping to keep interested targetaudiencesinvolvedandupdatedontheinformationcontentgeneratedbytheproject.


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AnnexI–ProjectFlyers

Flyerback


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AnnexII–OnlineTemplatesforRecordingDisseminationEvents/Activities

Onlinetemplateshavebeensetuptocollectinformationfromtheentireconsortiumontheirprojectdisseminationactivities.

Figure2:DisseminationActivitySelectionScreen


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TemplateforFutureEvents:Projectpartnersmustfilloutthefollowingonlinetemplateonfutureattendanceatconferences,congressesorotherpromotionalevents.Theinformationcollectedcanthenbeusedascontentonthewebsite,progressreports,newslettersandothersocialmedianetworks.

Figure3:FutureConference/Congresses/Events


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TemplateforNews:TheNewstemplatecollectsinformationthatwillbeusedtogeneratenewsonthewebsite,newslettersandtokeeptrackofimpactacrossallmedianetworks.

Figure4:News


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Templatefor

Conference/Congress/Events

Attended:Project partners must fill out thefollowing online template on pastattendance at conferences,congresses or other promotionalevents. The information collectedcanthenbeusedascontentonthewebsite, progress reports,newslettersandothersocialmedianetworks.

Figure5:PastEvents/Conferences/Congressesattended


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AnnexIII–Website

www.agrocyce.eu


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AnnexIV–Twitter


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AnnexV-Newsletters(Internal&ExternalDesign)


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AnnexVI–TemplateDesigns

PowerPointPresentations ReportingTemplates

Documents

D9.2 Communication Plan - AgroCycleThis project has received funding from the European Union’s Horizon ... beneficiaries not in receipt of EU ... Aim of Communication Plan Through