Visual Identity Handbook (D5.2)

D 5.2 Visual Identity Handbook Ref. Ares(2023)8123599 - 28/11/2023 D 5.2 Visual Identity Handbook DELIVERABLE TYPE R, Report MONTH AND DATE OF DELIVERABLE Month 6, 17/11/2023 WORK PACKAGE WP 5 LEADER APRE DISSEMINATION LEVEL Public AUTHORS APRE PROGRAMMA HORIZON EUROPE GRANT AGREEMENT 101111933 START Jun.2023 DURATION 24 Months 3 Contributors NAME ORGANISATION VALERIA MINGARDI APRE SARA SILVI APRE Peer Reviews NAME ORGANISATION MARIANNA FRANCHINO ENVIRONMENT PARK SPA ILARIA SCHIAVI ENVIRONMENT PARK SPA Revision History VERSION DATE REVIEWER MODIFICATIONS 0.1 24/11/2023 VALERIA MINGARDI Structure of the deliverable: objectives, targets, tools and channels, communication kit, together with brand identity, tools and channels 0.2 28/11/2023 MARIANNA FRANCHINO (ENVI) Minor corrections in line with already submitted D5.1 and the C,D&E strategy 4 The information and views set out in this report are those of the author(s) and do not necessarily reflect the official opinion of the European Union, neither the European Union Institutions and Bodies nor any person acting on their behalf. 5 Summary 1 Introduction .................................................................................................................................................................. 9 2 Objectives of the Handbook ................................................................................................................................. 10 3 The Handbook ........................................................................................................................................................... 10 3.1 Target Groups................................................................................................................................................... 11 4 Brand Identity ............................................................................................................................................................ 13 4.1 Logo ...................................................................................................................................................................... 13 4.2 Brand Manual ................................................................................................................................................... 14 4.3 Claim .................................................................................................................................................................... 14 5 Tools and Channels .................................................................................................................................................. 14 5.1 Website ............................................................................................................................................................... 14 5.2 Social Network ................................................................................................................................................. 15 5.2.1 Workflow .......................................................................................................................................................................... 16 5.2.2 LinkedIn ............................................................................................................................................................................. 16 5.2.3 Twitter/X ........................................................................................................................................................................... 16 5.2.4 Facebook ........................................................................................................................................................................... 16 5.2.5 Instagram .......................................................................................................................................................................... 17 5.2.6 YouTube ............................................................................................................................................................................ 17 5.3 Newsletter ......................................................................................................................................................... 18 5.4 Events .................................................................................................................................................................. 18 5.4.1 Co–creation on line workshops ................................................................................................................................ 19 5.4.2 Stakeholders engagement workshop ..................................................................................................................... 19 5.4.3 Outreach through other events ................................................................................................................................ 20 5.5 Other projects, synergies, and networks for collaboration .............................................................. 20 6 Tools and channel ..................................................................................................................................................... 20 7 HYPOP and Key Performance Indicators (KPIs) ........................................................................................... 21 7.1 Key Performance Indicators........................................................................................................................ 21 7.2 Online engagement indicators.................................................................................................................... 25 7.3 SNs and online engagement indicators.................................................................................................... 25 7.4 Offline engagement indicators ................................................................................................................... 25 7.5 Barriers and obstacles to reach KPIs ........................................................................................................ 26 8 Communication and dissemination management structure ..................................................................... 27 8.1 Partners’ responsibilities .............................................................................................................................. 27 8.2 Procedures and reporting ............................................................................................................................ 27 9 Timeline ....................................................................................................................................................................... 29 6 10 Exploitation of the results ................................................................................................................................. 30 11 Annexes ................................................................................................................................................................... 31 11.1 Communication and Dissemination Toolkit .......................................................................................... 31 11.1.1 Brand Manual ............................................................................................................................................................. 31 11.1.2 Logo ................................................................................................................................................................................ 34 11.1.3 Website and SNs ....................................................................................................................................................... 38 11.1.4 Stationary and promotional materials............................................................................................................... 45 11.1.5 Flyer ............................................................................................................................................................................... 51 11.1.6 Roll Up ........................................................................................................................................................................... 52 11.1.7 Virtual Background .................................................................................................................................................. 53 Index of Tables Table 1:HYPOP communication and dissemination roadmap ........................................................................... 10 Table 2: Target Groups description ............................................................................................................................. 11 Table 3: Citizens and Stakeholders categories ........................................................................................................ 13 Table 4: Social media channels and KPIs ................................................................................................................... 18 Table 5: KPIs for newsletter .......................................................................................................................................... 18 Table 6: engagement of target groups for each communication tool and channel ..................................... 21 Table 7: HYPOP KPIs for communication and dissemination activities ......................................................... 24 Table 8: Tools and metrics to measure KPIs ............................................................................................................ 25 Table 9: Barriers and obstacle0s to reach KPIs ....................................................................................................... 26 Table 10: communication and dissemination required fields............................................................................. 28 Table 11: List of project exploitable assets ............................................................................................................... 30 Index of Figures Figure 1: website tree ...................................................................................................................................................... 38 Figure 2: website home.................................................................................................................................................... 38 Figure 3: website video section .................................................................................................................................... 39 Figure 4: website results section .................................................................................................................................. 39 Figure 5: website Join our Community section ....................................................................................................... 40 Figure 6: website news and updates section ............................................................................................................ 41 Figure 7: Facebook profile .............................................................................................................................................. 41 Figure 8: LinkedIn profile ................................................................................................................................................ 42 Figure 9: Twitter/X profile .............................................................................................................................................. 42 Figure 10: Instagram profile .......................................................................................................................................... 43 Figure 11: YouTube channel .......................................................................................................................................... 43 Figure 12: example of card to be posted on social media channels .................................................................. 44 7 Partners short names ENVI Parco Scientifico Tecnologico Per L’ambiente Environment Park Torino Spa IMI Institute For Methods Innovation IME Fundacion IMDEA Energia APRE Agenzia per la Promozione della Ricerca Europea CNH2 Centro Nacional Del Hidrogeno RIGP Regionalna Izba Gospodarcza Pomorza CLUSTER TWEED Cluster Tweed BH2C Balkanski Vodoroden Klaster 8 Executive Summary This document introduces the communication and dissemination project’s materials, as well as the HYPOP visual identity. It is a complementary document to the D5.1 First Strategic Communication, Dissemination and Exploitation Plan for a practical definition of the communication and dissemination efforts of the HYPOP Consortium throughout the duration of the project. Aims and scope of dissemination, communication and exploitation are different, according to the official glossary of the European Commission (EC): 1. Communication: these measures should promote the project throughout the full lifespan of the project. The aim is to inform, reach out to society and show the activities performed, and the use and benefits the project will have for citizens; 2. Dissemination: the public disclosure of the results (e.g. any tangible or intangible output of the action, such as data, knowledge and information whatever their form or nature, whether or not they can be protected) by appropriate means, other than resulting from protecting or exploiting the results, including by scientific publications in any medium; 3. Exploitation: the use of results in further research and innovation activities other than those covered by the action concerned, including among other things, commercial exploitation such as developing, creating, manufacturing and marketing a product or process, creating and providing a service, or in standardisation activities. Dissemination, communication and exploitation Plan has been developed during the first months of the project and it is integrated under WP5 – Communication, Dissemination and Exploitation. APRE’s team, as WP5 leader, will be responsible for the overall management and support of the activities defined under the present Visual Identity Handbook and will develop the main tools and materials to be used during the project. The present document outlines: • Objectives of the strategy; • Target audiences and respective dissemination and communication objectives; • HYPOP brand identity and Communication Kit; • Main dissemination and communication tools and channels to reach the audiences; • Main activities including an indicative timeline for their implementation; • A set of Key Performance Indicators (KPI), barriers and obstacles considered to reach KPIs. All partners will also be actively involved in the dissemination and communication actions implementation and are highly committed to ensure a satisfactory dissemination of the project’s results. The expected contributions from partners are to: • Implement promotional and dissemination campaigns in their own countries and at European level • Exploit their contacts and networks • Supply news and updates for the web portal and newsletter • Interact with the project’s posts on various Social Media Channels • Participate in relevant events to promote the project and its outcomes. 9 1 Introduction HYPOP - HYdrOgen Public OPiniOn and accePtance is a project is funded by the Clean Hydrogen JU and its members and co-founded by the European Union under Grant Agreement number No 10111193. HYPOP main objective is to raise public awareness and trust towards hydrogen technologies and their systemic benefits, through: a) the preparation of guidelines and good practices that will help to define more effectively how citizens, consumers/end-users and stakeholders can be involved in the implementation of H2 technologies. b) the creation of a web platform collecting communication material, mainly videos, on new hydrogen technologies, developed according to the early findings of the public engagement activities. HYPOP is led by ENVI, an innovation accelerator for business with 20 years’ experience in the hydrogen sector. HYPOP is represented by a well-balanced Consortium representing 6 Countries: National Hydrogen Clusters (IT, B, PL, BG), three Research Organisations (IR, ES), an Agency for the Promotion of European Research (IT). Four guidelines will be developed: one more public oriented that will report on best practices to involve citizens, the other 3 collecting the results coming from the involvement of stakeholders’ groups (First Responders, Permitting Authorities, Certification Body). HYPOP will also contribute to the definition of indicators to be used for Social Life Cycle Assessment of hydrogen technologies, and for this will focus on 2 applications: residential and mobility, which will enter into the daily life of people. HYPOP will also be connected with some ongoing H2 projects characterised by demonstration activities in public spaces. Some of them have already been identified, i.e., Everywh2ere, Reflex, H2Ports, REMOTE: they are well known to the consortium partners and have faced some barriers often due to a lack of specific reference cases for the authorities called upon to grant safety and other permissions for the installation or use of the demonstrators. The HYPOP website aims to become the hosting site of similar videos explaining upcoming hydrogen technology currently under development and demonstration. 16 5.2.1 Workflow APRE set a specific workflow for Social Network (SN) publications. By the 10th of every month (to be postponed to the first working day available in case of holidays), partners can send to APRE their inputs (via the excel file available online on the project repository) about tasks implementation and results, but also about relevant news regarding HYPOP framework (activities performed, events attended, etc.). Thanks to these inputs, APRE can setup a draft of the editorial plan for the month ahead. In addition to partners’ suggestions, APRE will prepare posts about: partners’ organization and their roles in the project, short interviews to the main target stakeholders about challenges and solutions, coordinated contents with other EU projects and initiatives and national target stakeholders. 8 different cards will be produced every month with original contents and re-share of relevant events or initiatives. 5.2.2 LinkedIn The LinkedIn HYPOP page will be used in order to increase the visibility of the project at a professional and academic level. LinkedIn gives networking opportunities for professionals and members, while creating links between different working groups and projects. LinkedIn also offers the possibility to reach many business and policy stakeholders and therefore plays a key role in the communication activities of the project. 5.2.3 Twitter/X Twitter/X can reach a wider and more heterogeneous audience, and will be used mainly for resharing and collaborations with other EU funded projects. It will be used with more frequency than other channels to post comments and news about the achievements and progress of the project and to promote project reports and participation in events. Twitter/X will also be used to generate debates about the benefits and advantages of using clean hydrogen as an energy source. 5.2.4 Facebook Facebook will be used with the goal of engaging and involving a large audience, especially among citizens and civil society, on the topic of hydrogen as a clean hydrogen source. In this regard Facebook will be used as a tool to create an active community through themed posts, to promote events and fairs on the topic and to narrate the steps of the project. 17 5.2.5 Instagram Instagram offers, due to its features, the possibility to create visual contents based on engaging graphics and videos. During the HYPOP project, it will be used to reach a younger portion of the civil society and share with them facts and information on hydrogen through the sharing of pictures and videos. Given the target chosen for this SN, the tone of the speech will be less formal and the type of post will attract more attention. 5.2.6 YouTube YouTube is a popular video sharing website where registered users can upload and share videos with anyone being able to view them, even without registering an account, it is an excellent platform to save project videos, in order to share them with a broad audience. Targeted audiences will receive specific messages – through emailing, other social media channels, website news, in direct exchange – to invite them to watch the videos HYPOP will place on YouTube. As such, YouTube will be a “repository” platform for HYPOP. The HYPOP’s YouTube account will be created once the first project video has been developed, likely to happen within the first project year. In order to reach all potential stakeholders, a set of videos will be developed using the following criteria: • provide a general and short HYPOP project presentation • understanding of hydrogen: how the technology works, which are the benefits, climatic impacts, applications, etc. • promote/highlight specific activities and results of the project (e.g., co-creation workshops, etc.) • illustrates the results and impacts created by the project (e.g. citizen acceptance, etc.). The table below illustrates the KPIs (Key Performance Indicators) for activities related to social media channels: Social media channels Target Audience LinkedIn and Twitter/X N. of LinkedIn/X followers: Y1: 700 Y2: 1000 Scientific experts, Industry, academia 18 Facebook N. of Facebook followers: Y1: 200 Y2: 350 Civil society, communities, citizens, hydrogen groups Instagram N. of Instagram followers: Y1: 1000 Y2: 1500 Communities, citizens, younger audiences YouTube N. of YouTube followers: Y1: 300 Y2: 600 Communities, citizens, younger audiences Table 4: Social media channels and KPIs 5.3 Newsletter The Consortium foresees the production of 3 newsletters during the project, whose purpose will be to raise awareness of the project and its results, carry out its awareness raising campaign, and share project news. These newsletters will be sent proactively to the target audience identified, but it will also be possible for interested parties to subscribe via the HYPOP website. HYPOP Partners will use their networks to encourage newsletter subscription and ensure the dissemination of this communication activity. The KPIs foreseen for this activity are as follows: Metrics KPI Download from the website Reach of each partner mailing Download: >3000 Reach: >20.000 Table 5: KPIs for newsletter 5.4 Events A number of project events, such as workshops, conferences, webinars events are planned in the frame of HYPOP, either online or as physical gatherings in order to allow the partners to meet on a regular basis and to exchange with the target groups, present project ideas and findings and collect 19 feedback. They will also aim at a knowledge and information exchange with the key expert stakeholders. These physical events shall, wherever possible and relevant, be organised in conjunction with a relevant external event (conference), in order to allow for synergies with the event participants and content. 5.4.1 Co–creation on line workshops Dedicated online public engagement co-creation workshops will be organized by HYPOP Team in order to involve citizens, specialist, researchers, and other target groups. The aim of the workshops will be to involve citizens in the project activities and topics. In addition to informing about the project, the project team plans to ask participants to reflect on their expectations for hydrogen in future settings (use, green impacts, carbon free vision, etc.) The planning for the workshops is as follows: • one workshop per country (at least 20 participants per country, three-hour duration) • two international events (at least 50 participants per event, one/two-hour duration). Skilled facilitators will encourage group interactions to capture relevant data and to provide a more comprehensive understanding of the group discussions. In particular, the HYPOP Team will prepare the guidelines and the good practices that will help to define more effectively how citizens, consumers/end-users and stakeholders can be involved in the implementation of the Hydrogen Technologies. 5.4.2 Stakeholders engagement workshop The aim of the workshops is inform and present, to the stakeholders, the main results related to the hydrogen acceptance requirements. • In particular, identifying for each Country: • safety approaches and barriers; • certification rules; • regulation and standard procedures (hydrogen transportation, storage, use, etc.). The final aim is to create main requirements road maps in hydrogen technologies implementation. • The planning foresees: • workshop (on line, 4 hours duration) per each project country • final international event (in presence) near Clean Hydrogen Partnership headquarter (Brussels) 20 5.4.3 Outreach through other events In addition to the events organised by HYPOP, project partners will take the opportunity for communicating about the project developments towards specific/specialised stakeholders during events they organise in another frame or during external events they attend (international conference). It is expected that partners will present the project, activities and outcomes in conferences they will be attending throughout the duration of the project, use the opportunities for awareness raising, making use of communication material such as the flyers, as well as creating connections and thus nourishing the HYPOP community over time. 5.5 Other projects, synergies, and networks for collaboration To maximise both regional and EU-wide visibility, and enhance long-term synergies, the HYPOP partners will actively work on establishing relationships with strategic EU actors. The project’s impacts will be amplified through networking activities with other EU-funded projects and initiatives, starting from the ones in which partners are involved (e.g., GREEN HYSLAND, H2Ports, EVERYWH2ERE, etc.). Furthermore, APRE will map all the relevant projects and initiatives (clustering) and will contact all the stakeholders to establish a collaboration on the project’s activities. Where possible, synergies will also be created with organisations that have endorsed the project. The overall aim of the networking and exchange around synergies will be to raise awareness within relevant target groups, to engage relevant actors into the project activities, and to serve common goals, broadening as such the impact of HYPOP and the initiatives it will be collaborating with. 6 Tools and channel In the following table, it is possible to find a breakdown of the engagement of each target group foreseen for each communication tool and channel. Tools and channels Target groups Policy maker s Educati onal organiz ations Bus ines s Civ il soc iet y Scientif ic commu nities Other hydorge n projects and initiative s Other region networks, intermedi ate organisati ons Website X X X X X X X 21 Communication kit (flyer, poster, rollups) X X X X X X X Twitter, LinkedIn X X X X X X Facebook, Instagram X X X X Newsletter X X X X X Youtube, Videos X X X X X X Conferences X X X X X X X Table 6: engagement of target groups for each communication tool and channel 7 HYPOP and Key Performance Indicators (KPIs) 7.1 Key Performance Indicators A Performance indicator represents a standard set to establish what the successful outcome of a task should be, in terms of impact, on the economy/society beyond those directly affected by the project activities 1 . A set of KPIs is defined in the Grant Agreement in order to assess the implementation of the Strategy every 12 months. KPIs will enable APRE to correct and adapt the strategy (through a dedicated section within periodic report at M18), considering also new emerging needs or external factors affecting the project. KPIs are built considering ones contained in the Grant Agreement and new ones introduced in the first months of the project. In the yearly assessment, the KPIs table will be updated with a column showing the progresses. Besides the Key Performance Indicators (KPIs) listed in the table below, a number of project activities naturally feed into the communication and dissemination work: for example activities conducted in the gap analysis, workshops, reports, etc. The monitoring will be based on the expected outcomes specified in section 1. # KPI Target Audience 1 HYPOP’s visual identity and related promotional N. of brand identity kit released: 1 N. of social media banners: 2 N. of flyers: 2 Scientific experts, Industry, social partners, businesses, policy makers, community at large 1 European Commission, Directorate-General for Research and Innovation, Horizon 2020 indicators : assessing the results and impact of Horizon, Publications Office, 2015, https://data.europa.eu/doi/10.2777/71098 22 N. of roll-ups: 2 N. of informative posters >2 N. of flyers distributed >2000 N. of newsletters produced: 3 2 Design infographics and develop informative videos N. of informative videos to explain hydrogen and its application translated in 5 languages (incl. English): >3 N. of infographics to visualise project’s outputs translated in 5 languages (incl. English): >5 Scientific experts, Industry, social partners, businesses, policy makers, community at large 3 Website and social media accounts (LinkedIn, Facebook, X, Instagram) Website: N. of website online (M4): 1 N. of total visits: > 15.000 N. of countries reached >27 Social media: N. of accounts setup and active (M6): 5 N. of posts per year (total): >50 N. of social media campaigns: >5 N. of LinkedIn/X followers: Y1: 700 Y2: 1000 Scientific experts, Industry, social partners, businesses, policy makers, community at large 23 N. of Facebook followers: Y1: 200 Y2: 350 N. of Instagram followers: Y1: 1000 Y2: 1500 YouTube viewers: Y1: n° 300 Y2: n° 600 N. of general local event per country participated by the local partner): >1 N. of article/radio or tv interviews in national or regional media by local partners for each partner country: >1 4 Participation in external events and conferences and promotion through traditional media channels (*) N. of participation in events with dedicated booths: >3 N. of speeches at events and conferences (live and online): >5 N. of articles in newspapers, magazines or radio: >8 N. of press releases (to 10.000 + contacts): >6 Scientific experts, Industry, social partners, businesses, policy makers, community at large 24 5 Interconnection with hydrogen demoproject N. of joint activities, demonstration event: 4 Scientific experts, Industry, social partners, businesses, policy makers, community at large Table 7: HYPOP KPIs for communication and dissemination activities (*): Conference: https://conferenceindex.org/conferences/hydrogen (List of Hydrogen Conference 2023/2024/2025) https://www.setac.org/discover-events/global-meetings.html (SETAC Europe 35th Annual Meeting, expected in May 2025) https://www.iahe.org/whecwhtc.asp (11th World Hydrogen Technology Convention, Dublin, 2025) https://euhydrogenweek.eu/ (Hydrogen Week 2023/2024) https://www.pollutec.com/en-gb/cometopollutecadwb.html (POLLUTEC FAIR, Lyon, France, October 2023/2024, Participation with a booth this year) H2 Day, organised by Environment Park once a year with its company cluster. Next one on 26th of October 2023 https://www.ecomondo.com/ (ECOMONDO Fair (Rimini, Italy), once a year) https://interactive.eusew.eu/ (EUSEW Brussels. Once a year) https://hydrogen-uk.org/annual-conference-and-awards/ (11th,12th March - Hydrogen UK Annual Conference & Awards 2024) https://www.wheccancun.org/tracks (23th-27th June - World Hydrogen Energy Conference) https://www.europe.gh2events.com/registration (25th -27th June - Connecting Green Hydrogen Europe) https://waset.org/hydrogen-energy-and-fuel-cells-technology-conference-in-september-2024-inmalaga?utm_source=conferenceindex&utm_medium=referral&utm_campaign=listing (6th-7th September - ICHEFCT 2024: 18. International Conference on Hydrogen Energy and Fuel Cells Technology) https://waset.org/fuel-cells-hydrogen-energy-technology-and-applications-conference-in-december-2024-inamsterdam?utm_source=conferenceindex&utm_medium=referral&utm_campaign=listing (2nd-3rd December - International Conference on Fuel Cells, Hydrogen Energy Technology and Applications) Hydrogen Principal Scientific Journal, Specialised Magazine, local radio: https://www.sciencedirect.com/journal/international-journal-of-hydrogen-energy https://www.mdpi.com/journal/hydrogen https://www.sciencedaily.com/releases/2023/07/230713142013.htm https://www.sciencedirect.com/journal/international-journal-of-hydrogen-energy (International Journal of Hydrogen Energy) https://thehydrogenstandard.com/ (The Hydrogen Standards) 25 https://h2-international.com/ (H2 International) https://revolve.media/magazine/ (REVOLVE Media magazine) 29 https://www.ilsole24ore.com (Il Sole24Ore) https://www.radio24.ilsole24ore.com (Radio24 – Il Sole24Ore) http://www.nuova-energia.com/index.php?option=com_content&task=view&id=44&Itemid=74 (Nuova Energia) https://www.rivistaenergia.it/la-rivista/ (Energia) Local events: https://www.centroscienza.it/settimanedellascienza/ (Le Settimane della Scienza, Italy – Torino, every spring) An update on the dissemination activities will be made during the consortium General Assembly meetings and all dissemination activities will be kept in the dedicated monitoring file for reporting purposes. 7.2 Online engagement indicators Below an explanation of the terminology used to track the impact of online content: • Delivery Rate = number of emails delivered/number of emails sent (measured in percentage); • Open Rate = number of emails opened/number of emails delivered (measured in percentage); • Opt-out Rate = number of unsubscribes/number of emails opened (measured in percentage); • Click to delivery rate = number of clicks in the email/number of emails delivered (measured in percentage); • Response Rate = Total number of first time responses/total number of emails opened. 7.3 SNs and online engagement indicators TOOLS DATA Google Analytics 4 Unique visitors on the project website Total visits on the project website Facebook and Instagram Insights Likes, unlikes, engagement, reach LinkedIn statistics LinkedIn followers Twitter Analytics Twitter impressions New followers, Nr. Tweets, Impressions, Link clicks, Retweets, Favourites, Replies, Mention YouTube counter YouTube views Table 8: Tools and metrics to measure KPIs 7.4 Offline engagement indicators 32 33 34 11.1.2 Logo 35 36 37 38 11.1.3 Website and SNs Figure 1: website tree Figure 2: website home 39 Figure 3: website video section Figure 4: website results section 40 Figure 5: website Join our Community section 41 Figure 6: website news and updates section Figure 7: Facebook profile 48 11.1.4.2 PowerPoint template 49 50 51 11.1.5 Flyer 52 11.1.6 Roll Up 53 11.1.7 Virtual Background