Modular campaign for complex projects

What it's about

The use of lake water offers an energy potential that has so far received little attention. At a depth of 20 to 40 metres, water is pumped to the shore, thermally processed in an energy plant and distributed via a heating network to heat and cool properties. In the end, the water flows back into the lake in a closed cycle.

Challenge

Network solutions are complex, two-sided projects: municipalities, industrial operations or sites have to provide the impulse, while at the same time end customers are needed who connect to the network and help carry the energy plant. Without one side, the other does not participate. For the communication the question arose: which side do you address first? How do you get residents and eligible voters excited about an infrastructure project? And how do you convey the concept of lake water energy at all? Approach Together with Energie 360°, CoRelation developed a modular communication strategy that meets the information needs in the project, construction and acquisition phases. The process starts with an awareness campaign and guides the different target groups with individual measures up to the commissioning of the heating solution. The campaign elements are modular in structure and can be flexibly adapted to regional needs. Experiencing natural lake water energy: At the centre of the awareness campaign is the lake as a personal energy source that, thanks to Energie 360°, can also be used for heating and cooling. Don't miss the connection: Project campaigns accompany property owners, residents and companies step by step and make connecting to the infrastructure tangible. Web-to-Print platform To efficiently handle the recurring communication needs with every launch of an energy network, CoRelation, together with Energie 360°, designed a web-to-print platform. Energie 360° commissioned us to evaluate a suitable provider, develop a central media database and create and provide all advertising materials. The result is a practical tool that bundles all repetitive communication measures and makes their implementation simple, efficient and time-saving.

Result

The outcome was a modular, efficient and strategically planned communication toolkit with which Energie 360° effectively covers the diverse needs of the various interest groups. The proven approach now serves as a blueprint for all energy networks and is used successfully during the project, construction and acquisition phases.