Deliverable D5.1: Communication & Dissemination Strategy

Deliverable D5.1: Communication & Dissemination Strategy D5.1. Communication and Dissemination Strategy IMPULSE IMmersive digitisation: uPcycling cULtural heritage towards new reviving Strategies| 1 1 Document Information Document Identification Status Final version Due Date 30 April 2024 Version 8.0 Submission Date 30 April 2024/ 20 May 2024 Related WP WP5 Document Reference D5.1 Related Task(s) 5.1 Document Type R Related Deliverable(s) D5.1(28) Dissemination Level PUBLIC Lead Participant UNIBO Authors Valentina Gianfrate, Elena Vai, Maria Claudia Coppola, Margherita Ascari, Andrè Conti Silva Contributors Insert Contributors (partners short name) Reviewers Valentina Gianfrate, Maria Claudia Coppola Document History Version Date Modified by Modification reason 1.0 22.04.2024 Valentina Gianfrate, Elena Vai, Maria Claudia Coppola, First draft D5.1. Communication and Dissemination Strategy IMPULSE IMmersive digitisation: uPcycling cULtural heritage towards new reviving Strategies| 2 Margherita Ascari, Andrè Conti Silva 2.0 23.04.2024 Martin Gordon/FBKW Internal review 3.0 24.04.2024 Maria Claudia Coppola/UNIBO Comment implementation 4.0 24.04.2024 Martin Gordon/FBKW Second internal review 5.0 25.04.2024 Monika Hapek/JU Internal review 6.0 26.04.2024 Maria Claudia Coppola/UNIBO Comment implementation 7.0 30.04.2024 Valentina Gianfrate/UNIBO Comment implementation and finalisation 8.0. 20.05.2024 Łukasz Pieczonka/JU Numbers changed upon request of the EC Quality Control Role Who (Partner short name) Approval Date Deliverable leader Valentina Gianfrate/UNIBO 30 April 2024 Quality manager Łukasz Pieczonka/JU 30 April 2024 Project Coordinator Żaneta Kubic/JU 30 April 2024 D5.1. Communication and Dissemination Strategy IMPULSE IMmersive digitisation: uPcycling cULtural heritage towards new reviving Strategies| 3 Executive Summary The Deliverable D5.1(28) articulates IMPULSE project’s Communication and Dissemination (C&D) Strategy. Starting by introducing its main goals, the report provides an overview of IMPULSE’s C&D Landscape, identifying target audiences at different scales and levels of expertise. This allows the formulation of four communication and dissemination streams of action, connected with specific channels and tools to achieve C&D goals. Furthermore, a C&D management process is introduced, delivering the collaborative approach to communication and dissemination activities: the C&D Team, consisting of representatives of each partner, will work together to nurture the flow of information to make communication a transversal endeavor. Lastly, the report introduces the IMPULSE C&D Toolkit, a set of visual guidelines and templates conveying IMPULSE’s visual identity, to ensure coherence and visibility to the project. D5.1. Communication and Dissemination Strategy IMPULSE IMmersive digitisation: uPcycling cULtural heritage towards new reviving Strategies| 4 Table of Contents Executive Summary Abbreviations and Acronyms 1. Introduction 1.1. IMPULSE Project 1.2. Objectives of the Work Package 5 1.3. Objectives of Task 5.1 and D28 1.4. Our approach for a sustainable, inclusive, and equal Communication and Dissemination process 2. Communication and Dissemination Strategy 2.1. Preliminary work 2.2. Objectives of the Communication and Dissemination Strategy 2.3. Communication and Dissemination Landscape 2.3.1. Target Audiences and areas of influence 2.4. Communication and Dissemination aims 2.4.1. Key concepts 2.4.2. Tone of Voice 2.4.3. Taglines and list of hashtags 2.4.4. Languages 2.5. Communication and Dissemination Management Process 2.4.1. Timeline 2.4.2. Collaborative model 2.4.3. Communication & Dissemination Team Responsibilities 2.4.4. Monitoring 3. Channels 3.1. IMPULSE Communication Channels 3.1.1. IMPULSE Website 3.1.2. IMPULSE Social Media Channels • IMPULSE Collaborative space • Extra channels: Acceleration Mentoring Hub & Metaverse 3.2. External booster channels 3.2.1. Partners’ channels D5.1. Communication and Dissemination Strategy IMPULSE IMmersive digitisation: uPcycling cULtural heritage towards new reviving Strategies| 5 3.3. E-Newsletter 3.4. Events 3.4.1 C&D Event Form 4. Communication and Dissemination Toolkit 4.1. Visual Identity 4.1.1. Logo 4.1.2. Colour Scheme 4.1.3. Typography 4.1.4. Templates 4.2. Data-based artifacts protocol D5.1. Communication and Dissemination Strategy IMPULSE IMmersive digitisation: uPcycling cULtural heritage towards new reviving Strategies| 6 2 Abbreviations and Acronyms Abbreviation / acronym Description EC European Commission Dx Deliverable number X WPx Work Package number X C&D Communication & Dissemination KPIs Key Performance Indicators CH Cultural Heritage CCSI Cultural and Creative Sector Industries ECCCH European Collaborative Cloud for Cultural Heritage EITC&C European Institute of Innovation & Technology - Culture & Creativity D5.1. Communication and Dissemination Strategy IMPULSE IMmersive digitisation: uPcycling cULtural heritage towards new reviving Strategies| 7 1 Introduction 1.1 IMPULSE Project: short introduction Digital technologies can help to disclose immersive pathways for IMPULSE to shape stories of sustainable futures out of our multifaceted heritage. However, the issue of accessibility, cross-implementation and usage of already-digitised content raises major concerns in the European cultural heritage digitisation processes. Thanks to a holistic approach, IMPULSE - IMmersive digitisation: uPcycling cULtural heritage towards new reviving StratEgies - strives for more engaging modes of interaction, supporting the upcycling of existing digitised cultural heritage content in immersive contexts. Here, the project will address interoperability challenges between platforms, enhancing their integration into such emerging spaces as the Metaverse. This includes pioneering standardisation processes and updating legal frameworks to align with contemporary transformations in education, arts, and the Creative and Cultural Industries Sector (CCSI). IMPULSE will expand the role of artifacts in digital exhibition environments, inviting collective, embodied, and engaging interactions through diverse perspectives and unsung narratives. This approach aims to engage a broader audience and include underrepresented communities, offering deeper insights into displayed themes through artistic expressions such as visual arts and dance within IMPULSE's pilot programs and prototypes. IMPULSE will engage with a wide range of stakeholders - researchers, artists, cultural heritage professionals, CCSIs, entrepreneurs, local institutions, and companies -, through the establishment of a dynamic ecosystem, and as the result of synergic initiatives such as the IMPULSE Community of Practice, the IMPULSE Hackathon, and the Acceleration & Mentoring Hub. These platforms will contribute to the development and establishment of a broader European network, where partners and other interested experts, institutions and professionals will be able to access, discuss and build on the project’s achievements and findings. D5.1. Communication and Dissemination Strategy IMPULSE IMmersive digitisation: uPcycling cULtural heritage towards new reviving Strategies| 8 1.2 Objectives of the Work Package 5 The IMPULSE project achieves its goals through a strategic plan, made of six Work Packages (WPs). WPs work as building blocks, each with its own purpose to channel progress and catalyse a lasting impact. A Pert chart is used to summarise and visually present the main building blocks of the IMPULSE project. Figure 1. Visualisation showing IMPULSE’s WPs and their interactions. WP5 DISS is represented as a WP crossing other WPs activities, providing them with content-amplifying strategies to diffuse their main achievements. Within IMPULSE, WP5 is dedicated to dissemination and communication activities, aiming to establish connections among actors involved in cultural heritage digitisation. Here, communication and engagement activities will be used to facilitate dialogue and participation. WP5 will foster a community for 3D digitisation and subsequent fair use of objects, adopting innovative communication tools and supporting interplay among networks and platforms. WP5 will also contribute to relevant EU programs and promote project sustainability and dissemination. The illustration highlights the horizontal configuration of WP5, with dissemination and communication being framed as transversal processes, integrated with all WPs and partners’ activities. WP5’s operational timeframe covers M1 to M36, unfolding along the project’s Milestones and Deliverables. This framework invites a collaborative approach to IMPULSE’s dissemination and communication strategy, which will be designed by WP5 lead partner, UNIBO. With the support of all the partners, UNIBO will develop a mediating infrastructure (real and digital) to orient and build relationships inside and outside IMPULSE, to contribute to the international culture, creativity, and humanities debate around digitised Cultural Heritage. D5.1. Communication and Dissemination Strategy IMPULSE IMmersive digitisation: uPcycling cULtural heritage towards new reviving Strategies| 15 conditions” for organisations and projects working with digitised cultural heritage to approach IMPULSE’s partnership and foster loops of collaboration. Through these collaborations, we aim to amplify IMPULSE’s message and findings, nurturing the establishment of a dedicated community of practice. • Continuous Improvement: IMPULSE is committed to evaluating and improving our communication and dissemination efforts to maximise their effectiveness and minimise their environmental footprint. This includes soliciting feedback from stakeholders, monitoring key performance indicators, and adapting our strategies based on lessons learned. By linking our activities to these principles, we aim to not only effectively communicate the objectives and outcomes of the IMPULSE project, but also to contribute to the broader goals of sustainability and social responsibility, through a collaborative and participative approach. D5.1. Communication and Dissemination Strategy IMPULSE IMmersive digitisation: uPcycling cULtural heritage towards new reviving Strategies| 16 2 Communication and Dissemination Strategy According to the European Commission’s Horizon 2020 program, there are different spheres for research project dissemination and communications activities to be covered. The spheres are: Communication Communication means all the activities aiming to make the project and its developments known from the very beginning until the end of the project. Communication includes the project brand and presence in various communication channels. Dissemination Dissemination means all the activities that spread information on the project results, via reports, briefs and publications. IMPULSE’s C&D Strategy will consider both spheres of research project communications. The strategy will be developed by UNIBO and contributed by all project partners. It will be updated if needed. 2.1 Preliminary work Before developing the C&D Strategy, we started preliminary activities such as a survey and initial data collection from partners which later informed the C&D Strategy. We engaged with IMPULSE partners by designing a survey to be submitted on Microsoft Forms and connected to IMPULSE Workspace, Microsoft Teams. The survey activity, titled “IMPULSE COMMUNICATION & DISSEMINATION STRATEGY - Call to Action”, was launched on the 20th of February 2024 as a preliminary step in collecting essential information about partners and outline the project’s communication and dissemination landscape (see section 2.3). The survey activity aimed at: • Collecting communication material from all partners: the first section of the survey listed requests about partner general descriptions, brief introductions about the research team, logos, pictures in high resolution. • Mapping partners’ own channels: the second section of the survey ventured into partners’ existing C&D channels. It listed questions about: - C&D contact of reference; - Language of preference; - Synergies with relevant networks’ events (networks and communities already accessible by partners to boost IMPULSE C&D flow); D5.1. Communication and Dissemination Strategy IMPULSE IMmersive digitisation: uPcycling cULtural heritage towards new reviving Strategies| 17 - Synergies with resonating projects; - List of IMPULSE foreseen products to be disseminated. The survey provided core information to align the C&D strategy to the specific needs of the variety of partners involved in the IMPULSE project. 2.2 Objectives of the Communication and Dissemination Strategy The IMPULSE C&D Strategy aims at increasing awareness and use of digitised cultural heritage in the cultural and creative sectors, while engaging with key stakeholders, promoting project activities, and ensuring long-term accessibility and exploitation of project outputs. As it serves as a cornerstone for effectively sharing the project's progress, results, and main insights, the IMPULSE C&D Strategy is divided into four main streams that are closely linked to communication and dissemination objectives: (1) awareness and visibility raising, (2) engaging for inclusivity, cooperation, and collaboration, (3) monitoring and assessing impact, and (4) ensuring ongoing relevance and accessibility. Each stream unfolds along the main deliverables and milestones foreseen in the project’s roadmap. Figure 2. Gantt diagram comparing the timeframes of WP5 main tasks and deliverables, and project milestones eligible for C&D activities, in relation to C&D Streams. D5.1. Communication and Dissemination Strategy IMPULSE IMmersive digitisation: uPcycling cULtural heritage towards new reviving Strategies| 18 The diagram shows the distribution of events connected to IMPULSE’s development and public engagement. They have been understood as key methods of tailoring an adaptive C&D strategy and are structured in streams that overlap and inform each other over time, resulting in a series of actions that will be continuously updated according to communication and dissemination objectives. Such a stream model will ensure adaptability of the C&D strategy, and support the creation of tailored content. STREAM 1: Awareness and visibility-raising The first stream (M1-M36) will be articulated around a pedagogical vision of the project (M1-M8) to gradually convey an image of a recognised, multi-disciplinary expertise, while ensuring that awareness is raised on IMPULSE project and its ecosystem. This stage link to (1) awareness and visibility-raising, especially regarding the application of immersive technologies to digitised cultural heritage. By formulating key messages and defining the tone-of-voice, the C&D Strategy will enhance visibility on IMPULSE, thanks to the combination of a unified branding and core message for coherence and recognisability. Overall, ensuring that project communications are inclusive and accessible to diverse audiences, including non-specialists and underrepresented communities, is a priority. This involves using clear language and leveraging various formats and channels to reach a wide range of audiences. Communication materials will be designed to be adaptable, to resonate with the specific audiences of the different sectors involved in the project, and the different outcomes to be communicated: i.e. best practices, case studies, and innovative approaches to digitisation and upcycling of cultural heritage. We will reach out to a broad audience, ranging from researchers, cultural heritage professionals, the creative and cultural industries (CCIs), policymakers, and the general public. As the project develops, the first stream will deploy communication actions and dissemination activities (M9-M36) that will enhance the results coming from the main milestones and touchpoints (MS18, MS19, MS2, MS3, MS4, MS5, MS6, MS20). These actions respond to (1) awareness and visibility-raising by activating a more detailed conversation on IMPULSE, since content creation will be more vertical and milestonespecific. At this stage, the first stream will also highlight the multiand inter-disciplinarity of stakeholders involved in IMPULSE. The project’s ambitions tap into diverse disciplinary domains, ranging from immersive digitisation to artistic media and processes, connected to cultural and creative professional and educational contexts. It is essential to communicate the interplay of the plurality of expertise that IMPULSE brings together to address digital transformation and intervene in some of the major gaps of European cultural heritage digitisation processes. The second stage of the first stream sets a series of communication and dissemination actions for broader expert and non-expert engagement, facilitating results exchange with various multi-level audiences at different stages of the project. D5.1. Communication and Dissemination Strategy IMPULSE IMmersive digitisation: uPcycling cULtural heritage towards new reviving Strategies| 19 STREAM 2: Engaging for inclusivity, cooperation, and collaboration The second stream (M6-M36) links to (2) engaging for inclusivity, cooperation, and collaboration, implementing a series of actions aiming at creating bridges between partners and key stakeholders of the IMPULSE projects, including academic institutions, cultural heritage organisations, and the creative sector. Along this stream, virtual spaces will be developed and launched to support the creation of the IMPULSE Community of Practice (IMCo): such spaces will invite participation, exchange of ideas, perspectives, and insights, while delivering key touchpoint information linked to specific events, as shown in the diagram above. Particularly, the second stream will be activated in tight connection with key Deliverables and Milestones, starting with the launch of the Collaborative space to set up the IMCo (D30), and concurrently with the delivery of workshops (MS18), of the Hackaton (MS19), of the Mentoring Hub (D32), of the launch of running pilot and delivery of prototypes (MS2, MS3, MS4), of the Metaverse performance and exhibition (MS5, MS6), and, lastly, of the final conference in Bologna (MS20). The second stream informs the first stream, expanding the pedagogical & communication vision with the possibility to gather insights directly from stakeholders. The second stream provides the opportunity to amplify the networks and ecosystem IMPULSE is already connected with, inviting a broader conversation on different levels to catalyse enhanced collaboration in the IMPULSE’s Communication & Dissemination Landscape (see section 2.3). As IMPULSE builds on the existing knowledge and capacity of its partners, activities, and networks, it establishes links and synergies with related efforts such as relevant actions funded by Horizon Europe or Horizon 2020 and the “European Collaborative Cloud for Cultural Heritage” calls in the frame of Horizon Europe Cluster 2, as well as with projects funded under the Digital Europe programme to establish a European data space for cultural heritage. Here, culture - including cultural heritage - and digital technologies are framed as key drivers contributing to the sustainability transformation needed to meet the objectives of the European Green Deal and the 2030 Agenda. Consequently, the second stream of the C&D Strategy will be committed to deliver IMPULSE’s positioning within the broader framework of European actions, channelling its efforts into the innovation landscape regarding cultural and creative sectors to tackle digital transformation and transition. STREAM 3: Monitoring and assessing impact The third stream (M1-M36) responds to (3) monitoring and assessing impact, and it is dedicated to setting qualitative and quantitative key performance indicators (KPIs) to monitor the reach and impact of communication activities. The resulting insights will inform the C&D management process as well as the overall C&D Strategy, contributing to D5.1. Communication and Dissemination Strategy IMPULSE IMmersive digitisation: uPcycling cULtural heritage towards new reviving Strategies| 20 continuous re-tuning and refinement of Stream 1 and Stream 2 according to the emergent needs. This will provide the strategy with continuous feedback loops, ensuring that it remains inclusive, dynamic, and responsive to the needs of the project’s wide-ranging audience. Key to the third stream is the collaborative management process aiming at facilitating cross-sectoral dialogues and enhancing the multi-disciplinary expertise IMPULSE stems from. Such an approach will provide IMPULSE’s communication and dissemination activities with content (key concepts and messages) that has been co-created with involved partners. This extends to KPIs, whose setting will happen through concerted sessions held with the Communication and Dissemination Management Team (see section 2.4) so that the facets the project is made of can be monitored according to their specific features. Such a collaborative and adaptive approach ensures that communication and dissemination actions and materials stay relevant, engaging, and representative of the multifaceted nature of the project’s board of partners. The third stream follows the project throughout its duration (M1-M36), in combination with specific timeframes (M7, M12, M18, M24, M30, M36) in which the Communication and Dissemination Management Team will share analytics based on the co-set KPIs and refine the C&D Strategy according to the results achieved compared to the strategy’s goals. STREAM 4: Ensuring ongoing relevance and accessibility The fourth stream (M30-M36) links to (4) ensuring ongoing relevance and accessibility of IMPULSE’s main results and legacy beyond the lifespan of the project itself. By unfolding in connection to the delivery of the Exploitation Plan (D31), the fourth stream aims to prepare the conditions for the established networks, delivered resources, and launched platforms to be accessible, ensuring the availability of project’s main findings and activities, so to foster further conversations and build-up multi-level collaboration on cultural heritage digitisation processes. D5.1. Communication and Dissemination Strategy IMPULSE IMmersive digitisation: uPcycling cULtural heritage towards new reviving Strategies| 21 2.3 Communication and Dissemination Landscape The first step to positioning the project is to understand the landscape in which the dissemination and communication strategy will take place, building on the project’s ecosystem of partners and their own specific connections with bodies and networks that might resonate with and benefit from the IMPULSE project. Figure 3. Visual representation of IMPULSE network organised along scales. Core partners are marked with a blue line. This figure shows the potential outreach of IMPULSE C&D activities. As the diagram indicates, IMPULSE’s landscape unfolds at different scales through different actors, connecting expertise coming from academia, public bodies, and industries working within the cultural and creative sector. Here, IMPULSE’s ecosystem of partners (marked in light blue) is represented together with associations, networks, and bodies they are already connected with on a local, national and European level. This provides a more detailed overview of IMPULSE’s positioning and its potential outreach. Within the resulting landscape, UNIBO and all partners can actively work to maximise synergies with cultural heritage and Academic Institutions, policymakers, CCI organisations, civil society organisations and other stakeholders at the EU level - i.e. D5.1. Communication and Dissemination Strategy IMPULSE IMmersive digitisation: uPcycling cULtural heritage towards new reviving Strategies| 22 Cluster Create, European Creative Hubs Network, UNA EUROPA, UNIVERSEUM, Civis Alliance, CIVIS alliance, Onassis Foundation Stegi, Thessaloniki Film Festival, Greek Museum of Contemporary Art, EIT Culture & Creativity, EFAP - European Forum of Advanced Practices, SAR - Society of Artistic Research, European University of the Seas. Furthermore, UNIBO, KU Leuven, JU as part of UnaEuropa Alliance have strong relations with EU institutions, regional representation offices in Brussels, relevant European associations, and thematic networks - i.e. Culture Action Europe, Trans Europe Halles. Communication & Dissemination activities will be tailored to different targets in three main groups, with different specificities and needs. Each group will be addressed by using different tools and communication channels. The first group is connected to project collaboration among IMPULSE partners. The C&D Strategy for this sphere is connected to adopting the most suitable channels and tools to maximise collaboration. The second group relates to specialized public, interested and active on the topics of cultural heritage, is digitisation, immersive technologies, and Culture & Creativity. Target profiles are described in section 2.3.1. The C&D Strategy for this sphere is related to fostering interest in IMPULSE project and to engage them in co-creation activities such as surveys, workshops etc. Part of this sphere of actors is the IMPULSE Community of Practice (IMCo), who will aggregate people with different backgrounds and skills in the usage of digital cultural heritage in dedicated hackathons. A dedicated IMCo collaborative space will be activated after a careful analysis of existing tools and channels (e.g. Discord, Slack, etc; see section 3.5). More details on the characteristics of the collaborative space, along with a description of the prototyping process to better define it, will be included in D29. The third group relates to the wider public, including citizens interested in having updates on IMPULSE actions and activities. The C&D strategy for this sphere of actors is connected to disseminate updates, results, and to foster a wider knowledge building process. 2.2.1 Target Audiences and areas of influence A key aspect of the C&D Strategy is the clear definition of the target audiences, which will be addressed according to the level of communications that is needed to engage with. According to the three main spheres of actors introduced above, target audiences of communication and dissemination actions fall into the second sphere of actors, the one relating to specialized public, interested and active on the topics of cultural heritage, digitisation, immersive technologies, and Culture&Creativity. Particularly, target audiences are defined in compliance with WP1 elaboration along five categories: D5.1. Communication and Dissemination Strategy IMPULSE IMmersive digitisation: uPcycling cULtural heritage towards new reviving Strategies| 23 1. Scientists, researchers, academics, students Relevance: growing evidence of new processes of digitisation in academia and dissemination of the IMPULSE prototyped devoted to educational purposes. Area of influence (Innovation Domain): Scientific Advancement on digitised CH upcycling and on the integration of immersive technologies. Connection with education in terms of future literacy. 2. Policy makers, decision-makers, European networks Relevance: increase future interoperability and provide recommendations for the European Collaborative Cloud for Cultural Heritage (ECCCH). Area of influence (Innovation Domain): New policies definition, new rules for upcycling, opportunities to create a critical mass to influence future funding schemes. 3. CCSI organisations and networks, freelancers, designers, and artists Relevance: increase awareness of CCI potential among different sectors to generate creative-based. Area of influence (Innovation Domain): Technology Advancement, Cross-fertilization with performative arts, etc. Economic innovation in the definition of new possible markets. 4. GLAMs (Galleries, libraries, archives, museums, cultural heritage holders of humanities materials) Relevance: preserve humanities collections that facilitate research, strengthen teaching, and provide opportunities for lifelong learning. Area of influence (Innovation Domain): Cultural and social innovation: new accessibility opportunities; Management innovation: a shared protocol to manage CH data and digitised contents. 5. Non-users, individuals who do not use new information technologies, products or services, either because they are not familiar with them or because they do not perceive the environment and the facilities offered as suitable, adequate or accessible. Relevance: IMPULSE includes a group of potential and future users, specifically those in heritage contexts where XR apps would be applicable, but who currently lack the knowledge to integrate such approaches into their work, to create new audiences and new market potential for CH upcycling. Area of influence: Socio-economic innovation: increased capacity building through new training modules to reduce the digital gap about XR applications; mindset changes relating to new technologies integration; implemented awareness of digitisation opportunities for preservation and adding value to CH. D5.1. Communication and Dissemination Strategy IMPULSE IMmersive digitisation: uPcycling cULtural heritage towards new reviving Strategies| 24 2.4 Communication and Dissemination aims IMPULSE main communication aims are: • COMM1. Promoting and raising awareness and interest in the project, its progress and results as well as themes related to immersive digital experiences connected to digitised cultural heritage, and the possibilities to upcycled digitised content to allow the emergence of “unsung” narratives. • This overarching aim can be broken down into a list of sub-goals, allowing for a more detailed development of specific communication and dissemination activities to support the project’s main areas of interest: Education; Creation; Connection. Particularly COMM1 relies on: • COMM1.1. Contributing to sharing knowledge on the theme of accessibility of culture and cultural heritage in digital spaces, understood as a key driver in fostering innovation in the cultural and creative sectors as the cultural heritage sector, together with the rest of society, finds itself in the midst of a dramatic digital transition. • COMM1.2. Establishing a common scaffolding to map out and intercept all the IMPULSE target groups (and out-of-target groups). This will benefit from interactions with WP1 and WP2, especially regarding the setting-up of the Community of Practice. → IMCO Implementation • COMM1.3. Weaving a compelling storytelling around the digitised collections available to the project and related immersive experiences when integrated into the project’s prototypes. → Communication channels • COMM1.4. Tapping into the projects’ key concepts such as integration of Humanities, Future Literacy and Upcycling and Scaling strategies linked to digitised content. → New learning modules • COMM2. Fostering multidisciplinary interaction and understanding among stakeholders about their needs and the project’s final benefits to them, to ensure the usability of the results. Particularly, Comm2 relies on: • COMM2.1. Creating spaces for practitioners in the field of digitisation, education, together with creatives, artists and CCSI stakeholders to connect, dismantling creative and technological silos and exploring interplays to research and innovation and (re)use of collections. → Pre-Hackathon workshops and Hackathons D5.1. Communication and Dissemination Strategy IMPULSE IMmersive digitisation: uPcycling cULtural heritage towards new reviving Strategies| 31 #immersiveDigitisation #DigitalCulturalHeritage #DigitalCreativity #upcycling #UpcyclingCulturalHeritage #CreativeUpcycling #Metaverse #heritageMetaverse #immersiveNarratives #heritageoftomorrow #IMPULSECommunityOfPractice #EducationOfTheFuture #ImmersiveEducation #LifelongLearning #DigitisedHeritageModules 2.4.4 Languages For the IMPULSE project, a multilingual approach to communication and dissemination content is essential to ensure broad accessibility and engagement. This section of the C&D Strategy emphasises the importance of language inclusivity: • Primary language - English: English serves as the primary language for the IMPULSE project's dissemination and communication. This choice caters to a global audience, ensuring widespread reach and facilitating international collaborations. Key documents, website and social media content, official communications, and major publications will be primarily in English. • Multilingual Approach with Partners' Languages: Recognising the diverse linguistic backgrounds of the project's partners and their respective communities, content will also be made available in the languages of all partner countries. This inclusive approach ensures that the project's findings, updates, and communications are accessible to non-English speaking stakeholders, enhancing local engagement and participation. Particularly, communication and dissemination content will be available in the following languages: D5.1. Communication and Dissemination Strategy IMPULSE IMmersive digitisation: uPcycling cULtural heritage towards new reviving Strategies| 32 • Polish; • German; • Italian; • Maltese; • Greek. Through this multilingual strategy, the IMPULSE project recognises diversity of languages and cultures as vectors for engagement, inclusion, and the overall democratisation of access to knowledge. This approach aligns with the project's commitment to diversity and inclusivity, aiming maximising its impact and outreach. D5.1. Communication and Dissemination Strategy IMPULSE IMmersive digitisation: uPcycling cULtural heritage towards new reviving Strategies| 33 2.5 Communication and Dissemination Management Process 2.5.1 Timeline Figure 5. Gantt diagram comparing the projects’ main touchpoints with C&D Streams unpacked along channels (website, social media, newsletter, collaborative ppace), and C&D Team activities (Sharing analytics). 2.5.2 Collaborative model By framing communication and dissemination activities as transversal processes, crossing all WPs and benefitting from all partners expert inputs, the C&D Strategy relies on a collaborative model. Such a model sparks from the establishment of D5.1. Communication and Dissemination Strategy IMPULSE IMmersive digitisation: uPcycling cULtural heritage towards new reviving Strategies| 34 a Communication and Dissemination Team, constituted by WP5 DISS Lead partner – UNIBO – and one or more representatives each partner involved in IMPULSE. The C&D Team embodies the main actor for communication and dissemination activities, working by a collaborative model that is structured around three main pillars: 1. A fluid data and information sharing among partners: the C&D Team will regularly meet to co-create, co-define, collect, and discuss inputs to better inform communication and dissemination activities. This responds to an adaptive C&D strategy, that will develop along overlapping Streams: such a configuration invites feedback loops and adjustments to the set of actions to be taken in connection to communication and dissemination updated needs. 2. ImCO as ambassadors of IMPULSE messages: The IMPULSE Community of Practice will be at first represented by IMPULSE partners, who will play the role of ambassadors in delivering key concepts, messages, as well as results and achievements as long as the project unfolds. 3. An adaptable and transformative model according to the IMPULSE communities' specific needs. 2.5.3 Communication & Dissemination Team Responsibilities According to the three-pillared collaborative model, the responsibilities of the Communication & Dissemination Team are designed to ensure effective, cohesive, and far-reaching communication and dissemination efforts. Here’s an overview of their key responsibilities: • Content Development and Management: Create, curate, and manage communication and dissemination content according to the project’s visual and editorial guidelines (see section 4), ensuring they are accurate, engaging, and tailored to the project’s diverse audiences. This includes overseeing the production of digital content, press releases, educational materials, and promotional assets. • Ensuring consistency: Maintain the consistency of messaging across all platforms and activities, adhering to the project’s visual and editorial guidelines (see section 4), and conveying the project’s key messages in the set tone of voice (see section 2.3.4). This means also ensuring that events (such as workshops, conferences, and other activities) that are integral to the project’s communication and dissemination activities are coordinated and publicised according to the project’s C&D strategy. • Stakeholder engagement: Identify and engage with key stakeholders each partner is already connected with, to ensure broader reach to the IMPULSE project. Key out-of-target stakeholders might include academia, cultural institutions, policy makers, and the civil society. Each partner can D5.1. Communication and Dissemination Strategy IMPULSE IMmersive digitisation: uPcycling cULtural heritage towards new reviving Strategies| 35 tailor a “local” communication strategy to establish and nurture loops of relationships aiming at amplifying the project’s reach and impact. • Digital Presence Management: According to the C&D Commitment to sustainability (see section 1.4), the C&D Team will be asked to curate the project’s digital presence, including partner’s own websites and social media platforms, ensuring content published there is up to date, engaging, and effectively reaching target audiences. • Cross-Work Package Collaboration for Communication and Dissemination activities: Work closely with leaders and teams across all work packages to gather insights, updates, and results, as well as looking for opportunities to disseminate and invite academic and expert discussions on the project’s achievements. This collaboration ensures that communication and dissemination activities will be continuously adjusted to the project’s progress. • Monitoring and Reporting: Based on the KPIs set to assess the impact of communication and dissemination activities (see section 2.4.4), the C&D Team will be asked to regularly report (M7; M12; M24; M30; M36) to the WP5 lead partner, UNIBO, providing insights and recommendations for improvements. Furthermore, the C&D Team will be asked to provide feedback from communication and dissemination activities carried out on non-project channels to continually enhance communication strategies and tactics. By undertaking these responsibilities, the Communication & Dissemination Team plays a crucial role in ensuring that the IMPULSE project’s discoveries, innovations, and insights are effectively communicated and disseminated, fostering broader understanding, engagement, and impact. 2.5.4 Monitoring (KPIs) IMPULSE C&D KPIs are comprehensive of qualitative and quantitative indicators divided according to the three streams of the project. KPI M12 M24 M36 Stream 1. Awareness Social Media Followers 500 1000 2000 Newsletter subscribers 100 400 800 Europe-wide dissemination of IMPULSE - Nr. Of Reposted links - Invitation to EUWide events on CH - Nr. Of Application in IMPULSE initiatives (Hackatons, IMCo, etc.) and geographical distribution D5.1. Communication and Dissemination Strategy IMPULSE IMmersive digitisation: uPcycling cULtural heritage towards new reviving Strategies| 36 Stream 2. Fostering Engagement and Collaboration Members of IMCo 50 100 250 Participants to the Hackathons - 80 80 New Learning Modules adoption - 200 500 Stream 3. Measuring Impact during and beyond the project New ideas connected to XR tech in CH areas Qualitative reports IMPULSE events (and connected ones) attendance - Min 200 pp. per year Min 250 pp. per year New audience development - Qualitative reports Increase of IMPULSE connection with other linked projects 2 joints initiatives per year 2 joints initiatives per year Stream 4. Ensuring ongoing relevance and accessibility Diffusion of Policy Briefs - More than 100 download More than 200 download Participants in Acceleration and Mentoring Programs - 100 New HE/Erasmus+/Creative EU proposals in connection to IMPULSE 2 4 D5.1. Communication and Dissemination Strategy IMPULSE IMmersive digitisation: uPcycling cULtural heritage towards new reviving Strategies| 37 3 Channels 3.1 IMPULSE Communication Channels According to the results of the preliminary survey (see section 2.1), IMPULSE’s communication, engagement, and dissemination actions will be delivered in the following set of channels: • IMPULSE Website; • IMPULSE Social Media channels; • IMPULSE Collaborative Space, to be activated concurrently to key events in the project’s roadmap. This set has been tuned to the partners most frequently used platforms and defined according to the most suitable channels to reach out to IMPULSE’s target audiences. A fourth and additional channel might be embodied by the setting-up of the Metaverse environment, which might contribute to Stream 4: Ensuring ongoing relevance and accessibility (see section 2.1) of the project’s main findings and achievements, delivering them in an experienceable format. 3.1.1 IMPULSE Website The IMPULSE’s website represents the main communication tool of the project as it is the main source of information about the project, its objectives, activities, and results, alongside the project’s social media channels. The website will be developed by WP5 Lead partner, UNIBO, to implement communication and dissemination activities. Furthermore, the website will work as a repository for information on activities and knowledge-sharing of results. The website will be linked to the main outputs of the project, whose relevance to communication and dissemination aims will be constantly co-defined by the C&D Team. The website structure can be adjusted throughout the project. However, coverage of the following elements will be ensured: • Home Page/About IMPULSE • Newsletter, history of newsletters, leads and creation of events • Tools and educational resources / educational Toolbox / Services and tools • Connection with collaborative spaces • Media/Publications • Contact us The website is to be regularly updated to fit the project’s advancements and keep the public and community informed about any relevant event or outcomes. Therefore, the website also serves as a reference for the project’s development. D5.1. Communication and Dissemination Strategy IMPULSE IMmersive digitisation: uPcycling cULtural heritage towards new reviving Strategies| 38 The IMPULSE website will be a central point for the whole dissemination strategy, being a hub of information about the project's proposal and objectives, along with news and all the resources for partners and target audiences. 3.1.2 IMPULSE Social Media Channels As for social media platforms, they support the C&D Strategy in establishing a direct and faster-paced link of communication with diverse audiences, contributing to building and maintaining attention on the projects’ actions. In order to ensure the project’s online presence and to reach the target audience, three different social media channels were set up (LinkedIn, Instagram, X/Twitter), which allows for a more targeted and community-specific sharing of the project’s activities. Partners and members of the IMPULSE consortium are also responsible for liking, sharing, and reposting the project’s posts on the social media channels to reach a wider audience. By providing the project with a dedicated profile on both LinkedIn and Instagram, the activation of “content amplification strategies” – namely sharing and re-posting content from and by partners – will be facilitated, resulting in a wider reach that leverages on the project’s constituting network. As such, social media channels have been created in March 2024. The Social Media media strategy for IMPULSE serves several purposes: • Creating a positive message about IMPULSE and its results. • Making the project visible online, disseminating news about project activities and achievements. • Engaging people in online conversations to gain deeper insight into their views and feelings on the topics covered. • Ensuring effective reporting of events. • Supporting project networking, with special focus on the defined target audiences and areas of influence. Proper use of hashtags (see section 2.3.4) is emphasised as it helps increase social media presence by making content viewable to anyone interested in the proposed hashtags, beyond just IMPULSE followers. The suggested hashtags to be used in social media channels follow the whole dissemination strategy, including the alignment with the tone of voice, the keywords, and taglines, presented in previous chapters of this document. D5.1. Communication and Dissemination Strategy IMPULSE IMmersive digitisation: uPcycling cULtural heritage towards new reviving Strategies| 39 Table of Social media profiles and links LinkedIn Profile: @euimpulse https://www.linkedin.com/company/euimpulse/ Instagram Profile: @euimpulse https://www.instagram.com/euimpulse/ X (Twitter) Profile: @euimpulse https://twitter.com/euimpulse D5.1. Communication and Dissemination Strategy IMPULSE IMmersive digitisation: uPcycling cULtural heritage towards new reviving Strategies| 40 3.1.3 Collaborative space IMPULSE Community of Practice (IMCo) will benefit from the development and launch of a dedicated Collaborative space. According to project proposal, Mastodon was elected as a viable platform to host the IMCo. However, after further research, Mastodon presented microblogging features, making it more aligned to social media platforms like LinkedIn. The commitment to experiment Mastodon is supported by its open infrastructure that, in alignment with the positioning of IMPULSE project, might boost the project’s content amplification strategies on a free and open-source software. As such, the C&D Strategy will keep Mastodon as a side-channel of social media communication. In addition, further research has been carried out to identify platforms that might be more suitable to engagement and bottom-up participation, in order to provide the IMCo with an online space enabling continuous communication within the community, in a forum-like format. Detailed information on the most suitable platform will be provided in D30, as it relates to setting-up of the digital co-working space of IMCo. The collaborative space responds to Stream 2: Engaging for inclusivity, Cooperation and Collaboration. As such, it can be framed as a community-based channel which will be activated concurrently with key events involving the IMCo: the pre-Hackathon phase and its three workshops (MS18), the Hackathon (MS19), primarily; a secondary set of events during which the collaborative space might be activated links to the launch of running pilots and prototypes (MS 2, 3, 4), the launch of the Acceleration & Mentoring Hub (D32), the Metaverse performance and exhibition (MS5, 6) and the final conference in Bologna (MS20). 3.1.4 Extra channels: Acceleration Mentoring Hub & Metaverse Extra channels can be understood as the platforms participating in Stream 4: Ensuring ongoing relevance and accessibility (see section 2.1). These platforms aim at maintaining IMPULSE’s main findings accessible beyond the project’s duration. An example of extra channels is embodied in the Acceleration & Mentoring Hub, which will overgo the duration of the project for a higher impact and dissemination of IMPULSE action. Furthermore, building on IMPULSE Metaverse Exhibition and Performance (MS5, 6), the virtual space that is going to host these events can be framed as extra communication channel, once it stays available for visitors to explore and learn about the project, its partners’ collections and the broader impact of historic and contemporary didactic processes that emerged throughout the project. D5.1. Communication and Dissemination Strategy IMPULSE IMmersive digitisation: uPcycling cULtural heritage towards new reviving Strategies| 47 D5.1. Communication and Dissemination Strategy IMPULSE IMmersive digitisation: uPcycling cULtural heritage towards new reviving Strategies| 48 4.1.3 Typography The font used for titles and subtitles is “Ubuntu” in bold and regular weight, respectively, and for body of text “Open Sans” in regular weight, as shown in the following table: Title Subtitle Text 4.1.4 Templates: Print and Digital promotion materials This chapters outlines the creation of an initial collection of print and digital promotional materials for various events and channels. The initial promotional materials are to be updated throughout the project. Those include a brochure template, poster, roll-up, rollup wall and a press release template. Additional promotional material might be prepared throughout the duration of the project. If needed. Such promotional materials will be provided to the partners by UNIBO in a digital format (e-documents). Major documents will be available online either on the website or on Teams WP5 Channel and dedicated folders. Brochures will be presented as A4, foldable documents and will highlight main information about IMPULSE’s objectives, partners, activities and later, results. The text on the brochure is easy to read and the brochure itself is visually appealing in order to attract readers and generate interest in the project. Its content will be updated alongside the project’s development and tailored to specific events, where IMPULSE will be promoted, if needed. If needed, the materials can be translated into other (also local) languages, by appropriate partners. Translated content will be transmitted in a timely manner by consortium partners to UNIBO, which will oversee the editing of the material and its distribution. Roll-ups will serve as a visual support to promote IMPULSE during various internal and external event and highlight key project information, including the members and partners of the consortium, the project’s main activities and objectives. The aim of the roll-up is to capture the public’s attention and generate interest in the project, with the aim of increasing the visibility and reach of the project. The roll-up template will be provided in English only. D5.1. Communication and Dissemination Strategy IMPULSE IMmersive digitisation: uPcycling cULtural heritage towards new reviving Strategies| 49 Posters will primarily serve as a visual aid during scientific events to promote IMPULSE’s methodology and highlight key project information. All templates have been shared in the IMPULSE’s dedicated Repository (Microsoft Teams), under WP5 channel folders. 4.2 Data-based artifacts protocol This protocol applies to all graphic data-based artifacts (e.g. graphs, visualisation, diagrams, etc.) produced in the context of IMPULSE. To ensure the compliance with FAIR principles of data management, all data-based artifacts (e.g. graphs, visualisation) produced within the project will be published along with the reference of the data source used for its creation. The data source should lead to an open access file in a machine readable format depending on data type (e.g. cvs, tsv, geo, json, etc). To ensure accessibility, the data source will be published both in its complete form, and in an aggregated form used to make the visualisation or data artifact. To ensure visual coherence, all data-based artifacts will be compliant with the IMPULSE Visual Identity (see section 4). D5.1. Communication and Dissemination Strategy IMPULSE IMmersive digitisation: uPcycling cULtural heritage towards new reviving Strategies| 50