ZenN
Nearly Zero energy Neighborhoods
Communication and Dissemination plan
Version 1, August 2013
Publisher ZenN – Nearly Zero energy Neighborhoods
Authors Gunilla Iverfelt, IVL Swedish Environmental Research Institute Camilla Mörn, IVL Swedish Environmental Research Institute With contributions by Debegesa, Malmö Stad, Grenoble, Oslo Kommune
Layout Gunilla Iverfelt, IVL Swedish Environmental Research Institute Camilla Mörn, IVL Swedish Environmental Research Institute
Date 2013-08-XX
Further information Anna Jarnehammar, IVL Swedish Environmental Research Institute Francisco Rodriguez, Tecnalia
Disclaimer: Material reflects only the author’s views and the European Union is in no way liable for any use that may be made of the information contained therein.
Summary
Consisting of six different demonstration sites located in Sweden, Spain, Norway and France, the aim of the ZenN project is to show how low energy retrofitting can be implemented cost effectively at the neighbourhood level. The project has an holistic approach, studying a wide range of factors in order to identify the best practices, improving the whole process from the technical, financial and management perspectives, and disseminating the experienced to all relevant stakeholders, from the local authorities, to the industry, and of course, owners and tenants.
The overall dissemination objective of ZenN is to contribute to a greater awareness and knowledge about zero energy neighbourhoods. The specific goal of the dissemination activities is to communicate the different results, examples and technical solutions from the project. Much focus will be given to communication activities at local level around the five demonstrators. The consortium will strive to create awareness and to promote the benefits of zero energy neighbourhoods to individual users and local society that can facilitate the replication and mainstreaming of the results.
The main steps and elements of the dissemination activities have been identified as the identification of relevant stakeholders and the elaboration of a dissemination plan, the launch of a project web site and biannual newsletters, training activities targeting different stakeholders, an end conference and the establishment of a European Industrial Advisory Board (EIAB). Dissemination activities in the projects first year focus on the elaboration of the dissemination plan, the launch of the project website and the design and distribution of the first newsletter. Additionally, the creation of a structure and identification of target groups of local dissemination activities is initiated.
Research results and the communication process itself may influence priorities, and therefore strategy and plan will need to be revised on a continuous basis. The
Communication Plan is a living document which will be reviewed continuously by the project co-ordinator and WP5 throughout the program period.
1
Content
1 Background ... 3
1.1 ZenN-project ... 3
1.2 Project partners ... 4
1.2.1 Tecnalia... 4
1.2.2 CEA... 4
1.2.3 IVL Swedish Environmental Research Institute ... 4
1.2.4 Malmö Stad ... 4
1.2.5 SINTEF ... 4
1.2.6 Oslo Kommune ... 5
1.2.7 EJ-GV ... 5
1.2.8 Debegesa ... 5
1.2.9 ASM ... 5
1.2.10 Ville de Grenoble ... 5
1.2.11 NTNU ... 5
1.2.12 City of Eibar ... 6
1.3 Demonstration sites ... 6
1.3.1 Arleguin, France ... 6
1.3.2 Lindängen, Sweden ... 7
1.3.3 Lorensborg, Sweden ... 8
1.3.4 Mogel, Spain ... 9
1.3.5 Oppsalahjemmet, Norway ... 10
1.3.6 Økern, Norway ... 11
3 Current status and analysis of the surroundings ... 13
3.1 Market and trends ... 13
3.2 SWOT ... 13
3.2.1 Strengths ... 13
3.2.2 Weaknesses ... 13
3.2.3 Opportunities ... 14
3.2.4 Threats ... 14
3.3 Implications for dissemination ... 14
4 Communication strategy ... 15
4.1 Communicative objective and vision ... 15
4.2 Strategy ... 16
4.2.1 Local stakeholders ... 16
4.2.2 European stakeholders... 16
4.2.3 Communication phases ... 17
4.2.4 Deliverable information workflow ... 17
4.2.5 Branding - ensuring the legitimacy and credibility of ZenN ... 18
4.2.6 Responsibility for the project communication ... 18
4.2.7 Continuous revision of the communication plan ... 18
5 Dissemination plan ... 19
5.1 Communication objectives ... 19
5.2 The identification of target groups and stakeholders ... 19
5.3 Activities ... 20
5.3.1 Dissemination and communication plan ... 20
5.3.2 Website ... 20
5.3.3 Newsletter ... 21
5.3.4 Events and direct communication... 21
5.3.5 Guidelines and Guidelines Magazine ... 21
5.3.6 Collaborations with other R&D projects ... 22
5.3.7 Advisory Board ... 22
5.4 Dissemination action plan ... 23
6 Review and assessment ... 24
6.1 Reporting and documentation ... 24
6.2 Indicators for monitoring external communication outcome ... 24
1 Background
1.1 ZenN-project
- What is ZenN-project about?
The ZenN project tries to show how low energy retrofitting can be implemented cost effectively at the neighbourhood level, in a wide range of scenarios. Up to six different renovation actions will be carried out in Eibar, Grenoble , Malmö and Oslo, and every aspect of the process will be studied and monitored, with the objectives of capturing the best practices, improving the whole process from the technical, financial and management perspectives, and disseminating the experienced to all relevant stakeholders, from the local authorities, to the industry, and of course, owners and tenants. As a result, replication plans will be drafted at several levels with the aim of maximizing the project impact.
- What are the main contributions of ZenN?
In first place, the project is aiming to propose a definition of what can be considered nearly zero energy building renovation (nZEBR). This is important and has its implications in, for example, how to measure the energy balances of the building, and the project will also provide guidelines on how to deal with these metrics. But maybe the most important contribution lies in the lessons learnt from study of the several demos in the project, the proposals for improvements derived from these lessons, and the training and awareness raising in different stakeholders, derived from the dissemination actions planned over the course of the project. Other expected contributions are the identification of the most promising business and management models to facilitate nZEBR processes at large scale, as well as providing the industry with guidance for the development of new technological solutions for nZEBR.
- What are the key success factors for ZenN?
Main challenge is to reach high consumption reduction figures in the demonstrators, and also to be able to extract applicable lessons from them that can be replicated and
mainstreamed at the local level and raise awareness on a general i.e. European level. These will be the key to ensure a proper replication of the experience and is the basis for this dissemination plan.
1.2 Project partners
1.2.1 Tecnalia
TECNALIA is a private non-profit organization that was set up in 2010 from the merger of 8 existing technology research centres. TECNALIA is the leading private and independent research and technology entity in Spain, fifth largest in Europe. TECNALIA employs 1475 people and its turnover is 116MEuros. It is very active in the FP7. TECNALIA operates in the following fields: Sustainable Construction, Energy and Environment, Innovation Strategies, ICT-European Software Institute, Industry and Transport, Health and Technological Services.
1.2.2 CEA
CEA is involved in ZenN through its Buildings Energy Laboratory (LEB) based at INES (French National Institute for Solar Energy). The institute employs around 400 persons. Its field of research is based on a modelling approach, coupled with experimental campaign thanks to its INCAS platform including 4 experimental houses, 4 PASSYS cells and 15 BIPV test benches.
Research topics are Multi-purpose envelope components, Indoor Environment Quality, optimization of active systems control strategies, efficient district through smart grids and city energy management.
1.2.3 IVL Swedish Environmental Research Institute
IVL Swedish Environmental Research Institute is a research institute, established in 1966 and has since then been involved in the development of solutions to environmental problems, at national and international level. IVL works with applied research and contract assignments for an ecologically, economically, and socially sustainable growth within business and society at large. The institute employs around 200 experts, which makes IVL a leading institute for applied environmental research and consultancy services.
1.2.4 Malmö Stad
Malmö, in the south of Sweden, is with its 300 000 inhabitants Sweden’s third biggest city.
Malmö has won a lot of international recognition because of the remarkable journey the city has done over the last decades, from an industrial city based on its shipyard to a modern city of knowledge and sustainability. The transformation of the city is especially obvious in the modern Western Harbour area, but the challenge for the coming years is to refurbish the existing housing stock. The City of Malmö has already started the implementation of some of the good examples in city districts such as Rosengård and Lindängen.
1.2.5 SINTEF
SINTEF is a multidisciplinary research institution with international top-level expertise in technology, medicine and the social sciences. SINTEF is an independent, non-commercial organisation employing 2100 people from 68 different countries. The turnover is for more than 90% from open competition and for 15% from international contracts. Within SINTEF the unit “Building and Infrastructure” operates in connection with the building industry in
the areas of: research and development, special consultancy, product documentation and knowledge transfer.
1.2.6 Oslo Kommune
Omsorgsbygg Oslo KF (OBY) is a public enterprise established in 2004. As an owner, manager and developer of municipal facilities, OBY delivers green and energy efficient buildings to the city. Approximately 170 staff carries out daily operations which covers a wide range of buildings such as kindergartens, nursing homes, fire stations, museums, and libraries. The property portfolio consists of an approximate floorage of 900,000 m2 distributed in 1200 buildings.
1.2.7 EJ-GV
The Basque Government (autonomous community of the Basque Country) is integrated by several Departments. The current Housing Direction within the framework of the
Employment and Social Policy Department, which is the competent authority in matters of housing, is one of the members of the Basque region participating in the ZenN project.
1.2.8 Debegesa
Debegesa, the Local Development Agency of Debabarrena (Basque Country) was created in 1985 as one of the first local development agencies in Spain and Europe. Its main goal is the sustainable development of the region in environmental, town planning and restoration, human capital, innovation and companies and tourism fields. Debegesa has offered housing rehabilitation service assisting individuals and neighbouring communities, developers of rehabilitation works, giving service to nearly 10,000 homes in the region.
1.2.9 ASM
ASM Market Research and Analysis Centre Ltd. is a private non-profit research agency established in 1996, granted in 2011 by the Minister of Economy with the status of R&D Center. ASM is operating in individual ‘ad hoc’ study, syndicated research and international projects with a strong specialization in the construction market research and socio-economic analysis. With a wide network of relations at European level it belongs to the leading group of construction market research institutes.
1.2.10 Ville de Grenoble
Surrounded by three ranges of mountains, and with a population of 400 000 inhabitants, Grenoble can justifiably claim to be the capital of the French Alps. As a major player in the Local Climate Plan and as a Covenant of Mayors member, the City of Grenoble is committed to reduce energy consumption, encourage the use of renewable energies, promote social solidarity, set up alternative forms of transport that reduce car-dependency and develop Environmental, Architectural and Urban Quality.
1.2.11 NTNU
NTNU of Science and Technology is the largest technical university in Norway. Its 3300 scientific employees are at any time involved in around 2000 research projects. NTNU leads the Norwegian Research Centre on Zero Emission Buildings (ZEB), together with SINTEF, and
encompasses the whole value chain of market players, aiming to find cost-effective and competitive solutions. Its project portfolio includes many Norwegian and international projects ranging from building scale to Smart Cities.
1.2.12 City of Eibar
AYUNTAMIENTO DE EIBAR is a local administrative body located in Eibar, a town of 27,318 inhabitants, in the Basque Country (SPAIN). Eibar is considered as one of the major industrial cities in the Basque country, historically known for its weapons and its metal mills
(specifically steel and iron) represents the Brownfield City paradigm, where several industrial areas coexists with urban environments. However, in the last decade EIBAR town hall is facing an economic model swap towards more eco-friendly industries and added value services sector.
1.3 Demonstration sites
ZenN-project consists of six different demonstration sites located in different parts of Europe; Sweden, Spain, Norway and France.
1.3.1 Arleguin, France
The neighbourhood of Arlequin in Grenoble is a 1970’s residential
development consisting of 1800 dwellings in a high-rise complex within a larger district called Villeneuve.
The buildings range from 6 to 15 storieys and are concrete structure with two kinds of façade: light pre-fabricated concrete modules and heavy modules. The neighbourhood was born from an urban utopia, with an ambitious target of social mixture and an innovative architecture. The objective was to provide with inhabitants a huge park and several public equipment’s in close vicinity to their dwellings. But 40 years later, this area is seen as a deprived area with low income residents of more than 30 nationalities, a high unemployment rate, and confused public and private spaces.
The ZenN demonstration will encompass 433 dwellings and 32 475 m² and focuses on energy consumption reduction using the following technical solutions:
• Improving the U-values (heat transfer coefficient) of dwelling by applying innovative prefabricated insulated panels made in wood.
• Improving air quality in the dwellings with the integration of an efficient controlled ventilation system.
• Controlling the heating system and dwellings indoor temperature with a high level of precision, taking into account the opening of windows and the presence of users.
• Designing an efficient and affordable solar protection system to avoid overheating in summer time, and to ensure optical comfort for users,
• Integrating renewable energy with photovoltaic power plants installed in the Arlequin Area.
• Performing a "dynamic" evaluation and completion of a virtual building model that allows for tracking the performance of the equipment in each dwelling as well as the actual impact of user behaviour.
• Studying the social impact of the refurbishment including acceptance evaluation and an economical tools efficiency test.
1.3.2 Lindängen, Sweden
The Lindängen neighbourhood is located in the outskirts of southern Malmö. It has a population of just over 6.000 inhabitants; of which 1.000 live in the buildings that are included in this project.
Approximately 60 % of the inhabitants are either born in another country or are born in Sweden with both parents being born in another country. The average income is lower compared to the average income in Malmö and the unemployment rates higher. The transition of the houses to buildings with a high environmental profile could potentially attract new inhabitants and lower the relocation rate, which would be important for both inhabitants and outsiders view of the area.
The demonstration property, Vårsången, consists of 6 buildings built during the 1970s with 400 flats. Approximately 45 percent consist of housing cooperatives and 55 percent of privately owned rental apartments. The buildings were constructed with a typical
construction type for Sweden at that time, with poorly insulated concrete and brick infill walls on a concrete framework with flat roof. The ventilation is mechanical exhaust ventilation without heat recovery and pipework for air intake. With regards to current
energy performance, Vårsången struggles with unfortunate starting conditions as the heating and IT system is outdated and the façades poorly insulated.
A plan for innovative measures is being developed to decrease the energy use and increase the awareness of the tenants by renewing and developing the energy and ventilation system. Several measures have already begun to be implemented in some part of the buildings, such as refitting the lighting to more efficient lighting.
The plan is going to address both social and environmental issues and include individual water meters, new heating and ventilation system, insulation of attics and facades, new windows, improved air tightness, installation of displays and low energy lighting and pumps, PV´s, new motors in elevators and a housing program.
1.3.3 Lorensborg, Sweden
The city of Malmö has set the ambitious target of reducing energy consumption by at least 20 per cent per person by 2020. One important step in achieving this goal is the development of a sustainable method for streamlining the renovation of the existing building stock.
The Lorensborg Neighbourhood is situated in the west part of Malmö in a popular area close to the city centre, to the soccer arena and to the ocean.
These demonstration buildings were built in 1959, and like many other buildings from this time a thorough renovation of the concrete façades, the cardboard roof, the balconies and the windows are necessary in order to meet current demands of energy efficiency and indoor climate.
The demonstration object consists of a large real estate with 309 apartments. All housings are apartment buildings, of which approximately 60 % are owned by the public housing company in Malmö; MKB Fastighets AB while the rest consists of housing cooperatives. The buildings included in this project are managed by MKB, who own and manage about 23 000 apartments in Malmö. The Lorensborg Neighbourhood has a population of just under 4 000 inhabitants, of which 1 200 live in the buildings included in this project. Approximately 30 % of the inhabitants are born in another country or are born in Sweden with both parents being born in another country, which is above the average in Malmö. At the same time, the average income is lower than the average income in Malmö.
The energy efficiency measures that will be provided as part of the ZenN project include new high performance windows with low u-value, improved air/water tightness of the façade, heat exchangers on the ventilation system as well as added insulation on roof and façade.
However, measures to change the behavioural pattern are also needed, which will benefit from the individual domestic hot water meters that will be installed.
1.3.4 Mogel, Spain
The neighbourhood of Mogel is a 1950’s residential development of 21 buildings on a sloped terrain. The neighbourhood is included in the Catalogue of Cultural Interest Items included in the Planning Regulations of Eibar.
The property in Mogel reflects the typical situation of the Spanish residential stock.
Property is very fragmented, with individual owners occupying their house, or renting it to tenants. Common decisions are made at building level, and common actions require agreements from 100% of the owners.
The renovation project in Mogel is mainly driven by the owners of the dwellings in the neighbourhood. There is a Commission that represents the interests of all the neighbours, but as it has no decision-making power, all topics must be approved per hall. At previous occasions, a temporary Commission has been established in order to build awareness, establish a common position and to acquire negotiation strength around relevant subjects.
In 1993 the Commission acted as only interlocutor for the renovation of facades, sewage, water distribution, and gas.
Almost all the buildings are five stories high. The construction consists of a mixed concrete framing and wooden beam floors. The ground floor walls are composed by a layer of load- bearing stone, and the rest of the facades are cavity brick walls. The roof is made of wood.
While the buildings have never been renovated; many owners have installed double glazing windows. Most of the population has low-medium income, with a mix of old-time residents, elderly and young couples. Half of the population is over 50 years old.
The renovation process of the buildings in Mogel has two clearly defined objectives:
• Suppression of accessibility barriers
• Improvement of energy performance
The first target will be achieved by installing elevators, ramps and escalators in connection to each building. This Project also receives support from several local and regional institutions, as part as their programs to improve energy efficiency in the building stock. Therefore, the second target is to improve building envelope performance requirements with more than the national regulation, while complying with the rest of the regulation requirements regarding renewable energy etc.
Thus, the planned interventions in Mogel mainly consist of the following measures:
1. High Performance external insulation of the envelope, i.e. facade and roof. The building envelope is not insulated at all at the moment. The ground floor has better energy
performance due to thermal mass from stone walls. Most windows have been substituted for double glazing windows and frames with thermal breaks.
2. Installation of a solar thermal system providing hot water and preheated water for heating, covering at least 30% of the building demand.
3. Energy efficient lighting systems in common spaces
4. Additional awareness raising measures for owners and tenants.
1.3.5 Oppsalahjemmet, Norway
Built in 1975, the senior residential home Oppsalhjemmet represents a type of building with a traditionally high energy demand, and is therefore a prioritized target for energy efficiency renovation.
Oppsalhjemmet is located at Oppsal, a suburb situated in the eastern part of Oslo and part of Østensjø city district.
The population of Oppsal is increasing, and Østensjøs population grew with 11, 9% from 2000 to 2010. Today there are
approximately 47 000 inhabitants in the city district. The composition of the population is average for Oslo, although there are a slightly higher number of seniors.
Oppsalhjemmet is situated centrally in Oppsal, close to the metro station that serves the area. The building itself is from 1975 with a total gross area is 7236 m2, and has seven floors consisting of residential senior homes with care facilities and an activity center. Today 152 seniors have Oppsalhjemmet as their home.
The city of Oslo has passed an urban environmental development plan with aims to reduce greenhouse gas emissions by 50 % within 2030. In order to achieve this goal a number of actions are required, amongst others the employment of a strategy for the implementation of low energy demand buildings and passive houses.
The demonstration object is owned by Omsorgsbygg Oslo KF and rented out to the city district; both are part of the City of Oslo. Omsorgsbygg has developed a strategy for
implementation of environmentally friendly buildings and renovation projects, with the goal of reducing total energy consumption by 10%. Most of the 25 buildings in the replication plan – including the three demonstrations cases – have been built by the technical regulation from 1969 or older. They represent a building type with a traditionally high energy demand.
Furthermore, the senior residents spend more time in their dwelling than an average family, and most activities are on-site due to the residents low mobility capacity. The buildings are similar in structure and usage and the end-user group is seniors in all the 25 buildings.
Due to their high energy demand Omsorgsbygg will focus the effort on these types of buildings. The energy performance of the building today is 358 kWh/m² and the target is an energy efficient retrofitting that will cut the energy demand of the building by 68%.
Amongst other solutions, the technical approach is to retrofit according to Passive House principles, meaning highly insulated and airtight building envelope with ventilation heat recovery and solar gain control. External insulation will be added to the building envelope in combination with the minimization of thermal bridges, the transition to low U-value
windows and doors as well as improved air tightness. The ventilation system will be changed in order to improve heat recovery (70-80%) and reduce the Specific Fan Power (SFP) factor, and installation of a centralized control system that optimizes the energy performance of the building.
1.3.6 Økern, Norway
The Økern nursing home is located in Bjerke city district in Oslo and contains 140 dwellings for senior citizens. The nursing home is in operation 24/7 and includes care facilities and a senior activity centre in connection to the building.
The demonstration case was built in 1975 with a flooring of 9357m2. Most of the 25 buildings in the replication plan, including the three
demonstrations cases, have been built by the technical regulation from 1969 and represent a building type with a traditionally high energy demand. Furthermore, the senior residents will spend more time in their dwelling than an average family, and most activities will be on-site due to the residents low mobility capacity.
Økern nursing home is not only a home for its 140 senior residents; it is also the working environment of the staff. The annual average income of the inhabitants in Bjerke is about 60 000 NOK lower than the average of the city of Oslo. In addition the elderly are considered a low income group, having to rely on their pension. 0.5% of the total population in Norway lives in Bjerke city district and 2% of Norway’s immigrants lives here. 12% of the inhabitants in the city district are refugees.
The energy consumption today is approximately 329, 7 kWh/m², and the projects ambition is to cut the energy demand by 68% to 110 kWh/m². The building is owned by Omsorgsbygg and rented out to the city district. Omsorgsbygg has developed a strategy for
implementation of environmentally friendly buildings and renovation projects. Due to their high energy demand they will focus the effort on these types of buildings.
Amongst other solutions, the technical approach is to retrofit according to Passive House principles, meaning highly insulated and airtight building with ventilation heat recovery and solar gain control. External insulation will be added to the building envelope in combination with the minimization of thermal bridges, the transition to low U-value windows and doors
as well as improved air tightness. The project also includes establishing Norway’s largest building integrated PV-system to deliver 10 kWh/m².
3 Current status and analysis of the surroundings
3.1 Market and trends
In order to achieve the ambitious “20-20-20” targets1 of the EU climate and energy package, over the coming years much focus will be placed on the building sector. Currently, the building sector accounts for 40% of the world's energy use2. At the same time, 80% of the expected European building stock in 2050 has already been built (to exemplify, 92% of the multifamily dwellings in France were built before 19903), indicating that acting to improve energy efficiency only in new buildings will not be sufficient to meet the referred targets.
The large energy efficiency gap between existing and new residential buildings is widely acknowledged, in some cases, existing residential buildings have been found to consume twice as much energy as new buildings. However, current renovation rate is no higher than 1.2% per year4. This stresses the necessity of refocusing from new building to the
development of energy efficient refurbishment strategies and the integration of RES (Renewable Energy Sources) in already existing buildings. With regards to ZenN, the trend towards the deployment of energy efficient refurbishment strategies entails a significant interest and market potential for streamlined low energy retrofitting.
3.2 SWOT
In order to provide input into the content and tonality of ZenN communication efforts, the ZenN project is briefly analysed according to its’ potential strengths, weaknesses,
opportunities and threats.
3.2.1 Strengths
- Six demonstrations sites in different climate zones and different countries provide a wide range of experience regarding energy efficient renovation.
- The demonstration objects represent a variety of funding- and financing models ranging from private to municipal ownership. Different types of usage are also represented, ranging from private dwellings to nursing homes.
- The project team encompasses know-how and competence not only regarding technical issues, but also economic and social aspects, laying the basis for holistic and sustainable results.
3.2.2 Weaknesses
- Language barriers and cultural variations between project partners stress the need for a functional communication and an open dialog.
- Dependence on a successful timing of demonstration objects. The results of the project are interlinked and interdependent, implying a potentially significant impact on communication activities and message formulation.
1 The EU climate and energy package. http://ec.europa.eu/clima/policies/package/index_en.htm
2 Transforming the Market: Energy Efficiency in Buildings.
http://www.wbcsd.org/Pages/EDocument/EDocumentDetails.aspx?ID=11006&NoSearchContextKey=true
3 Environmental Improvement Potentials of Residential Buildings (IMPRO-Building). http://ftp.jrc.es/EURdoc/JRC46667.pdf
4 Renovate Europe. http://www.euroace.org/Resources/Projects/RenovateEurope.aspx
- While successful dissemination efforts are dependent on input from all involved actors in the project (such as demonstration sites), not all of these are official project partners.
3.2.3 Opportunities
- Potential increase in renovation rate in Europe (at the moment 1%) implies substantial future opportunities for knowhow and market development.
- Green building is an business opportunity in an increasingly more competitive marketplace - Consumer demand for green buildings is rising, although as yet mainly concerning
commercial buildings.
- Focus on neighbourhoods rather than single buildings offers new opportunities for replicability.
- Increasing energy costs should encourage initiatives to limit the amount of bought energy.
The project approach includes the entire energy system.
- EPC (Energy Performance Contracting) to handle the long payback time for investments on energy efficiency in buildings
- Potential synergies in the planned cooperating with other building projects such as EU- GUGLE, R2CITIES and BuildSmart.
- A possible development towards market-based rents may facilitate the financing of energy efficient renovation efforts.
3.2.4 Threats
- The expected increase of the currently low renovation rate of buildings in Europe might stall.
- Existing energy efficient techniques are often geared at new construction rather than renovation efforts.
- Long payback time for investments on energy efficiency in buildings
- Lack of financial incentive to push the interest in lower buildings energy demand and lack of possibilities for financial support. Energy efficient renovation frequently faces financing difficulties, particularly in less attractive residential areas with low solvency and neglected maintenance efforts.
- Limitations in knowledge about solutions for energy efficiency (techniques, methods, development, adjustment to buildings).
- Large scale implementation of building renovation actions is affected by a number of barriers of diverse nature: The need for complex agreements, long returns of investment, and the fact that often, buildings with the worst performance belong to population sectors unable to afford comprehensive renovation actions, are amongst the main factors hindering the massive adoption of low or near zero energy building renovation actions.
3.3 Implications for dissemination
The forthcoming project results and the knowledge gained on the demonstration objects are the basis for communication efforts within the ZenN projects. However, an additional
understanding of the external and internal factors that may have an impact on the projects dissemination efforts gained by the swot-analysis may provide input into the content and tonality of messages.
Initial analysis of the identified strengths, weaknesses, threats and opportunities suggest that ZenN project communication should consider the following aspects:
- Long payback time for investments in energy efficiency, a common lack of financial incentives as well as a lack of opportunities for gaining financial support suggest that ZenN communication must address financial issues and difficulties. Efforts should be made to highlight economically viable solutions.
- The project is heavily dependent on a successful timing of demonstration objects and input provided by project partners. This stresses the need for structured internal communication and clarity with regards to the responsibilities and tasks of all involved project partners.
- The ZenN demonstration objects represent a wide range of examples with regards to climate, funding- and financing models” and different types of usage. The preliminary implication of this is that ZenN communication efforts need to take local interests into account, while also addressing common experiences and the exchange of knowledge, new solutions and learning.
4 Communication strategy
4.1 Communicative objective and vision
The overall dissemination objective of ZenN is to contribute to a greater awareness and knowledge about zero energy neighbourhoods. The specific goal of the dissemination activities is to communicate the different results, examples and technical solutions from the project.
The communication of results, examples and technical solutions from the project through various communication activities and training sessions will support and drive the exchange of experiences, methods and information, in order to facilitate the replication and
mainstreaming of optimized solutions into the normal retrofitting process.
The main level on which the communication activities will be performed is the local level around the five demonstrators. The secondary level is to disseminate the results on a more general basis to other regions and European society. The communication strategy and communication activities, both locally and on a European level, are designed to support the overall project objective and vision that ZenN should be perceived as a research project which is
Providing high quality research
Credible, independent and legitimate
Open to dialogue
Solution-orientated
4.2 Strategy
With the overall objective of communication efforts being to contribute to a greater awareness and knowledge regarding Nearly Zero Energy Neighbourhoods, communication and training activities will focus on providing demonstration projects with visibility and support as well as focusing on the education of stakeholders, transfer of technical solutions, guidelines for renovation to zero energy neighbourhoods and dissemination the collective knowledge and experience gathered trough the project. The project includes intensive dissemination activities, with the common baseline for those activities being the definition of and contact with relevant stakeholders on several levels. The strategy is based on the following main elements:
The demonstration sites and the local focus
Identified persons in relevant stakeholders and target groups at local and European level
Deliverables from each work package
4.2.1 Local stakeholders
The central level, and crucial for the project, is the demonstration city level. The consortium will strive to create awareness and to promote the benefits of zero energy neighbourhoods to individual users and local society that can facilitate the replication and mainstreaming of the results. To ensure successful replication of the projects findings, it is essential to define and identify influential local stakeholders and leaders amongst owners, citizens,
administrators, construction professionals and decision makers. Each local site manager and partners supporting the demonstration sites will identify the most relevant stakeholders.
The essential parts of the dissemination activities will be targeted to those groups and include activities such as meetings, seminars, trainings, study visits and the production of a guidelines magazine. Local site managers and demonstration objects will actively be involved in the dissemination efforts.
4.2.2 European stakeholders
On the European or regional level focus lies on the transfer of knowledge and the promotion of results of the demonstration projects (best practices, lessons learned, business models and plans etc.) to other regions, but also to the scientific society and R&D institutes. Primary stakeholders include policy makers, scientific community, decision makers at city level, industry and business sector and media within the construction sector or community sector.
The stakeholders will be identified through:
Partners established memberships in different bodies like European Construction Technology Platform, E2B Association, standardization organizations etc. This will supply the project with solid access to wide number of European building sector stakeholders via participation in conferences, working groups etc. Building sector professionals will be reached mainly via those partners and channels.
Establishing of co-operation and exchange of information with other relevant EU- projects within the retrofitting area.
Participating cities representation in European networks
o Covenant of Mayors5, The Covenant of Mayors is the mainstream European movement involving local and regional authorities, voluntarily committing to increasing energy efficiency and use of renewable energy sources on their territories. It brings together in a permanent network the mayors of 20-30 of Europe's largest and most pioneering cities Three out of four cities involved in the project - Grenoble, Malmo and Oslo - are members of Covenant of
Mayors.
o EUROCITIES6. EUROCITIES is the network of major European cities (more than 140 large cities in over 30 European countries). Its aim is to shape the
opinions of stakeholders in Brussels to ultimately shift legislation in a way that helps city governments address the EU's strategic challenges at the local level.
Based on the EU's three key challenges, EUROCITIES' policy priorities are:
Climate Change, Recovery and Inclusion. Grenoble, Malmo and Oslo are members of EUROCITIES.
4.2.3 Communication phases
In the elaboration of communication activities and messages the following communicative phases will be taken into account:
The first phase will be devoted to general awareness, i.e. the presentation of the project and its first results, creating awareness of the project among target audiences.
During the second phase, focus will be placed on identifying and understanding the various needs of key stakeholder in order to enable targeted communication and continuity.
The third phase refocuses on disseminating project results and knowledge, guidelines and solutions, providing a comprehensive set of tools and documents covering all aspects of the project to relevant stakeholders in order to safeguard replicability and sustainability of project results.
4.2.4 Deliverable information workflow
To safeguard efficient and targeted dissemination, it is of vital importance to provide a structured workflow with regards to results of the ZenN project. In order to coordinate activities and to achieve the desired local communication efforts, WP5 needs to understand what the researchers and project partners are aiming to do, for whom they are doing it and what their ideas for disseminating their results are.
In practice, the responsible partner for each deliverable will communicate directly with WP5 in conjunction with the completion of work tasks (see appendix Deliverables
5 http://www.eumayors.eu/index_en.html
6 http://www.eurocities.eu/main.php
Information.xlsx). Deliverable leaders will be given instructions and support in providing information regarding their deliverable and its results (summary, keywords, target audience, etc.) to an appointed person within WP5 in good time before the completion of the
deliverable task. The purpose of this is to ensure an exchange of adequate information regarding dissemination activities of the core results of the project, while facilitating the production of relevant newsletter articles, press releases, special website sections, stakeholder meetings etc. Not only will this facilitate the coordination of communication activities, by providing this information the deliverable leader will become clearer on the content, tone and communication requirement for the deliverable, opening possibilities for more audience orientated output.
4.2.5 Branding - ensuring the legitimacy and credibility of ZenN
The ZenN logo is to be used on all ZenN supported publications and reports, and on any other material or presentations being used in connection to ZenN communication activities.
ZenN should be acknowledged in all scientific publications, where ZenN funding is used.
Instructions for use and application of graphic profile, including templates and report structure will be distributed to project participants.
4.2.6 Responsibility for the project communication
The over-all responsibility for ZenN’s external and internal communication lies with the project management and WP5. They set the objectives and frames for the communication activities. Participants of the project are all obliged to take part in the communication activities to the extent defined under the Communication Activities Plan.
Local dissemination of results, examples and technical solutions from the demonstration projects will be carried out by the local site managers. Local site managers are also to contribute to the overall activities. The structuring of dissemination on a European level will primarily be the responsibility of the WP5 leader. The WP leader is furthermore responsible for common dissemination documents.
Each separate activity within the research WP or demo WP run by the research partners or local site managers are responsible for their respective communication activities and for reporting and co-operating with WP5 on common communication activities. This means that writing reports, synthesizing results and preparing presentations will be done within each research activity and WP respectively.
4.2.7 Continuous revision of the communication plan
Research results and the communication process itself may influence priorities, and therefore the communication strategy and plan will need to be revised on a continuous basis. The Communication Plan is a living document which will be reviewed continuously by the project co-ordinator and WP5 throughout the program period.
Windows of opportunity
The project will stay updated about time tables for national and international policy developments in order to achieve maximal impact of research results. The time table of communicational activities may therefor change as more information becomes available.
5 Dissemination plan
5.1 Communication objectives
Through the WP for dissemination and training the different demonstration projects will be provided visibility, but the dissemination and training tasks will also focus on education for stakeholders, transfer of technical solutions, guidelines for renovation to zero energy neighbourhoods and spreading the collective knowledge and experience gathered trough the project during the end conference.
The immediate objectives of WP5 are to:
- Plan and coordinate the dissemination and training sessions during the project - Disseminate results, examples, technical solutions to identified stakeholders - Education of stakeholders and visibility of demonstration projects
- Distribute guidelines for near Zero Energy building renovation
- Offer a venue for convey the collective knowledge and experience gathered trough the project
5.2 The identification of target groups and stakeholders
The following groups have been identified as initial target audiences of ZenN related research and project activities:
Policymakers
End users
Contributors to the project
Media
Scientific community
In order to form well directed communication activities and communication content, these primary target audiences and stakeholders will be defined and specified in the local
dissemination plans. Regarding newsletters and project website, input from all project partners will be the basis for distribution lists and content development.
The most important is to well define local stakeholders, leaders who can ensure successful replication of the project e.g. flat/buildings owners, administration, other decision makers, citizens, construction professionals. The main part of the dissemination activities will be targeted to those groups and include such activities as meetings, seminars, trainings, study visits, guidelines magazine, and contacts with local media as a channel for awareness creation.
5.3 Activities
The main steps and elements of the dissemination activities have been identified as:
Identification of the relevant stakeholders
Elaboration of a dissemination plan
Project web site and newsletter
Training for different groups of the stakeholders
End conference
European Industrial Advisory Board (EIAB)
5.3.1 Dissemination and communication plan
The main purpose of the dissemination plan is to coordinate the different communication activities, both locally and on a European level. Initially the task will focus on identifying different stakeholders and target groups for the dissemination as well as the different target groups for the training sessions. Furthermore, tasks and responsibilities of the different partners are specified.
5.3.2 Website
A main communication pathway for ZenN is through its website. The website plays a central role in providing access to and advertising guidelines, project results and relevant
information regarding the overall project and the different demonstration projects. The site will also provide information about the different training sessions, news, activities,
publications, different steps/milestones and deliverables in the project process, the project partners and other relevant information.
The aim for the website is to provide:
- Full and updated information on the project and its activities.
- Announcements of all ZenN events.
- Easy access to all projects and activities including contact persons.
- Online download possibilities of reports, publications and presentations.
- Publications of press releases and other highlights from the project.
- Links to organizations, activities and publications closely related to ZenN activities.
- Videos from selected event when possible.
The website will have a more general section with information about the project as well as more local sections dedicated to the different demonstration projects. The WP5 leader will be responsible for creating the website and for the general section, while local site managers will be responsible for providing WP5 leader with the information regarding demonstration projects. Target group for the website will be contributors to the project, stakeholders, policymakers, end users, project participants as well as the general public.
5.3.3 Newsletter
Newsletters will be created and delivered to target groups twice a year. The letters will be in an easy-to-read format, with key research results, information regarding the project process and the training sessions as the main messages. The WP5 leader will be responsible for creating the newsletter layout. Local site manages will be responsible for providing information about training sessions and demonstration projects, while also being responsible for providing different stakeholders with the newsletter.
5.3.4 Events and direct communication
Dissemination efforts aim to contribute to and organize opportunities for project participants to engage with stakeholders in order to discuss issues related to specific
research topics. Important activities that will facilitate the communication of results and the formation of fruitful discussions with end-user groups are:
- Training Seminars and workshops directed towards well-defined stake-holders.
- Talks at conferences with a larger and broader audience than at a workshop.
- Direct contact with key stakeholders within local government and administration, construction companies and property owners.
The end conference. Amongst the final communication activities planned within the ZenN project, the end conference will focus on the outcomes from the different demonstration projects, on the evaluation of the projects and the guidelines for renovation. The exact content depends on the outcomes from the other work packages. The aim is however to present the different project findings in an international conference and in an interactive way to contribute to the dissemination of the knowledge and experience gather throughout the project. The task leader will be responsible for the overall outline of the end conference while local site managers will be responsible for the content linking to their demonstration project.
5.3.5 Guidelines and Guidelines Magazine
In order to reach target groups such as policy makers and developers as well as the scientific community, special packaging of project results and information is needed. This
dissemination activity will focus on the design of guidelines with a scientific format, educating the reader about the project process, steps in the building process as well as scientific, technical and social consequences. The guidelines are to receive a well-structured and readable layout with key results highly visible to the readers, providing concise and accessible knowledge transfer.
5.3.6 Collaborations with other R&D projects
The project will take advantage of the close relations other research projects within the area of energy efficient renovation, making the exchange of knowledge and collaboration with other projects and initiatives part of ZenN dissemination and training activities. Relevant R&D projects that have been identified at this stage include:
• E2ReBuild
• BEEM-UP
• 3ENCULT
• NanoInsulate
• BuildSmart
• EU-GUGLE
• R2CITIES
• Direction
• NEXT-Buildings
• NEED4BE
In part, these and other projects look to achieve similar objectives and to reach similar audiences, making collaboration on certain dissemination activities beneficial for all. Possible common activities include (but are not limited to):
- Links to each other’s webpage as well as presentations of other projects.
- A common webpage displaying all pilot cities / projects and linking to the respective websites for details.
- The publication of news regarding other projects on project websites or other dissemination channels such as newsletters.
- Participation to each other’s large scale events.
- Cooperation regarding participation in external conferences and workshops.
5.3.7 Advisory Board
In order to increase the interaction with the national stakeholders around each
demonstration site, a National IAB will be created. Consequently, four National IAB’s will be created: Norwegian, Swedish, French and Spanish. Their main objective is keeping national stakeholders about the ZenN project achievements as well as asking their feedback in order to enhance the projects replication opportunities at national level. The main role of the Industrial Advisory Board is to safeguard the link of the project with the building sector and the energy efficiency in building industry. The main role of these committees will be:
- Identifying potential replication scenarios.
- Analyzing ZenN demonstrators in order to identify potential improvements in future replications.
Furthermore, the National IAB will act as a mirror of the European Industrial Advisory Board (EIAB) while taking advantage of the knowledge about the local context and the proximity (physical and cultural). The EIAB will have 12 members, representing any European Country and covering the different industrial profiles that are related with ZEB renovation, as:
- Architects and engineering consultants.
- Contractors
- Building system (facade and roof) manufacturers - HVAC and heating system manufacturers
- Thermal insulations manufacturers - Others
The EIAB will have 3 meetings during the life of the project.
5.4 Dissemination action plan
The attached dissemination activity plan is a living document that will be the basis for both planning and review of dissemination activities. The activity plan will compile information regarding:
- Date for dissemination activity - Activity
- Responsible partner - Deliverable (if relevant) - Information about activity - Reason for activity
- Location - Target group
- Whether the activity was reported and documentation provided to wp5 leader
6 Review and assessment
In order to ensure the regular evaluation of the communication strategy and its’
performance, a structure for systematic review is based on the continuous documentation of project outputs and activities, the elaboration and evaluation of indicators well as progress reports by project partners.
6.1 Reporting and documentation
All dissemination activities are to be reported to WP5 leader who will compile
documentation of implemented activities and update the Communication Activity Plan.
Furthermore the following documentation will be uploaded on the project website:
- Training material / manuals
- Conference and seminar presentations - Press releases
- News articles - Scientific articles - Newsletters
Local site managers and project partners are responsible for providing the communications officer with material.
6.2 Indicators for monitoring external communication outcome
A set of performance indicators will be used to monitor to what extent targeted end-users are reached through the different communication channels. The following indicators are updated each year:
- Peer reviewed articles: Number of published; Number of submitted; Number of citations.
- Scientific conference papers: Numbers presented.
- Reports and Working papers: Number of published.
- Internal and external training, e.g. local seminars and other activities organized by ZenN: Number of end-user participation.
- Web page: Number of hits per month.
- Media appearances: Number of.
- Cooperation and networking with other relevant research projects: Number of joint activities and/or participation in other projects activities.
- ZENN publications
- Presence at workshops, open seminars, conferences, and other arenas for interaction: Number of.
The leaders for each research area will through an Internal Progress Report, report their indicators listed above to the communications officer. In addition, evidence of translation of
research findings into policy or practice, and evaluations of participation in and feedback from events, will be reported. These annual reports, in combination with the provided information regarding the project deliverables, are the basis for the continuous review of the communication plan.
