Communications and Outreach

Strategy

City of Rotterdam

Rotterdam
May 2014
TABLE OF CONTENTS

1. INTRODUCTION 2

1.1 PURPOSE 2
1.2 SCOPE 2

2. COMMUNICATIONS STRATEGY, GOALS, OBJECTIVES 3

2.1 STRATEGY 3
2.2 RATIONALE 3
2.3 OBJECTIVES OF THE STRATEGY 3

3. LOCAL PARTNERSHIP PLATFORMS 4

3.1 STAKEHOLDERS 4

4. ROLES AND RESPONSIBILITIES 5

4.1 LOCAL PROJECT MANAGER 5

4.2 LOCAL PARTNERSHIP PLATFORM COORDINATOR 5

5. KEY ELEMENTS 6

5.1 CONSISTENCY AND FREQUENCY OF MESSAGES 6

5.1.1 THE PROJECT NARRATIVE 6
5.2. COMMUNICATION MESSAGES 7
5.3 VISIBILITY 7

6. COMMUNICATION TOOLS & ACTIVITIES 8

6.1 DIVERSITY AND ECONOMY ROUND TABLES 8

6.2 PERSONAL INTERACTIONS AND WORKING GROUPS MEETINGS 8
6.3 PRINTED MATERIALS 9
6.4 ONLINE COMMUNICATIONS 9

7. TIMELINE 11

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1. INTRODUCTION
1.1 PURPOSE
This document addresses the communications and outreach strategy for the DELI
project in the cit y of Rotterdam. Its purpose is to contribute to the main objectives of
the DELI project, which are outlined in the general project document drafted by the
Council of Europe and Migration Policy Group.

The DELI approach aims at going beyond information dissemination that targets
communication at passive audiences, to facilitate active participation and stakeholder
dialogue. Emphasis is given to local content to foster dialogue and improve the
capacity of local institutions and people to plan and implement project activities.

Based on results of socio-economic research and self-assessment review, DELI aims

at facilitating access to locally relevant information about migrants, their socio-
economic backgrounds and needs, and opportunities for change and improvement.
Access to this information will help to enhance integration of migrants, improve their
participation in economic life of cities and foster new entrepreneurship and business
opportunities.

1.2 SCOPE
The scope of this communications and outreach plan is to:

Define the communications and outreach strategy for the local Rotterdam DELI
project.

Outline the messages to be communicated throughout the project

implementation.

Identify roles and responsibilities.

Define communication mechanisms, engagement tools, and feedback options.

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2. COMMUNICATIONS STRATEGY, GOALS, OBJECTIVES
2.1 STRATEGY
The principles of the Communication and Outreach strategy are to:

Build trust among internal and external stakeholders/partners through open discussions
throughout the project implementation process.

Provide stakeholders with the relevant information necessary to understand the DELI
objectives and desired outcomes.

Report progress or delays in progress so that local DELI teams and their local partners can
continue to contribute to the success of the project.

2.2 RATIONALE
As the DELI local Manager (representative from the municipal department in charge of the DELI
implementation) and local Partnership Platform Coordinator develop and execute overall DELI
activities at local level, the Communications and Outreach Strategy aims to meet the following goals:

Ensure accurate, consistent, and timely communication with internal (public administration)
and external stakeholders (NGOs, migrant entrepreneurs, private sector and media).

Minimise the number of concerns which internal and external stakeholders may naturally
develop.

Engage internal and external stakeholders to participate in the project planning and
implementation process.

2.3 OBJECTIVES OF THE STRATEGY

The objectives of the communication and outreach strategy are to:

Build credibility with internal and external audiences for the DELI local Manager and local
Partnership Platform Coordinator by establishing expectations, executing, and reporting on
activities and progress.

Provide multiple forums and opportunities for local administration leadership and
representatives from other relevant departments (integration, procurement, economic
development) to offer comments and feedback during the planning and implementation
processes.

Ensure that representatives from other relevant departments (integration, procurement, and
economic development) and external stakeholders (NGOs, migrant entrepreneurs, private
sector and media) are kept updated regarding the project activities and progress.

Ensure that all partners are aware of activities or issues that may affect them and alleviate
concerns as best possible.

Ensure that all partners are kept apprised and involved in key project activities and
opportunities for engagement.

Ensure that appropriate media have a defined and authoritative source of information
regarding DELI objectives and policy changes that could take place as a project outcome.

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3. LOCAL PARTNERSHIP PLATFORMS
The DELI project requires each partner to set up a local partnership platform. This platform will work
to maximise the local ownership of the project and impact of the knowledge exchange between local
stakeholders.

The membership of each LPP will be tailored to suit the specific circumstances, local resources
available at the city level and experience of concrete individuals.

3.1 STAKEHOLDERS
The following internal and external stakeholders are important for the project and will be taken into
consideration for the Communications and Outreach Strategy:

Stakeholder Internal External

Deputy Mayor in charge of Employment and Economy x
Deputy Mayor in charge of Urban Development and Integration x
DELI Local Manager x
City of Rotterdam, Mayor's Office x
City of Rotterdam, Department of Social Development x
City of Rotterdam, Department of Work & Income x
City of Rotterdam, Department of Economy and Labour Market x
City of Rotterdam, Communication x
City of Rotterdam, Service Center Procurement x
Port of Rotterdam Authority x
Expertise Center Diversity x
Expertise Center Anti-Discrimination & Equal Opportunities x
Chamber of Commerce x
Platform Rijnmond International Entrepeneurs (PRIO) x
SME Rotterdam x
General public x
Local media (newspapers, TV, radio) x

These partners have an active role in the DELI project and will be involved in all stages of the project.
For the formulation of the communications and outreach strategy, the Local Project Coordinator has
had individual consultations with all partners. Following the DELI partners meeting that will take place
in Lisbon end May, the Local Partnership Platform will gather to discuss the way forward and
formulate a number of concrete activities, with a division of tasks and responsibilities.

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4. ROLES AND RESPONSIBILITIES
The following describes the roles and responsibilities for the members of local DELI teams involved in
the Communications and Outreach Strategy.

4.1 LOCAL PROJECT MANAGER

The primary roles of the local project manager representative from the municipal department
responsible for DELI implementation - are outlined below:

Communication Goal Description

Inform Create awareness of DELI objectives and reasons for
action

Position Put in context of overall local priorities (integration &

economic development)

Communicate responsibilities Create an extension of the DELI process with a person

from partner departments that can become part of the
DELI support group inside of the administration

Communicate for results Share understanding of expected results and of the

(results-based management) implementation process

4.2 LOCAL PARTNERSHIP PLATFORM COORDINATOR

Local Partnership Platform Coordinator is the person responsible for the overall coordination of
partnership platforms and external communication. He/she is responsible for identifying stakeholders,
organising activities with key external stakeholders, and mapping any resistance.

Within DELI, local Partnership Platform Coordinator will be charged with the following responsibilities:

Mapping of local partners future members of Local Partnership Platforms;

Establishing and facilitating Local Partnership Platform;
Establishing local DELI agenda and communicating to partners;
Identifying and developing implementation strategy for Communication and Outreach;
Preparing and Organising Diversity and Economy Round Tables
Implementing Communication and Outreach activities;
Developing and ensuring delivery of consistent and accurate messaging to external
stakeholders;
Establishing partnership with media and other public communications agencies and
responding to their requests (e.g., business blogs, business associations, etc.)
Developing activities and appropriate methods of coordination and communication.

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5. KEY ELEMENTS
For the Communications and Outreach Strategy to be successful, the following key elements will be
taken into consideration:

Involved leadership

The involvement of both political and administrative leadership will demonstrate support of DELI,
reinforce credibility and authority of messages, and provide context and background for forthcoming
activities and actions. For this reason, the Vice Mayors in charge of the topics addressed by DELI will
be actively involved in the progress of the project. In addition, senior officials representing the various
administrative municipal departments will also be included in the core group working on DELI.

Deliverer and receiver alignment

As already outlined under 3.1 a wide variety of internal and stakeholders will be included in the
development of the DELI project. The city of Rotterdam recognises the unique characteristics, needs,
and motivations of DELI partners in this process, in particular business and migrant entrepreneurs.

Ownership of DELI communications

In consultation with top level management, the Local Project Manager is responsible for overseeing
all DELI communications. In this task, he will be supported by communication specialists from within
the Rotterdam administration.

Effective feedback mechanisms

One of the key principles of communication between all stakeholders involved in the DELI project at
the local level in Rotterdam is that it allows for a two-way dialogue and real engagement with
stakeholders. For example, in order to ensure that messages are being received, in addition to the
well functioning networks that are already in place, formal and informal internal communication
structures will be installed.

Credibility and consistency of messages

In order to build trust with stakeholders and dispel rumours and incorrect assumptions, there will be
specific attention for the consistency and accuracy of content, the tone of voice and the frequency of
all communications.

5.1 CONSISTENCY AND FREQUENCY OF MESSAGES

5.1.1 THE PROJECT NARRATIVE
The DELI project is about realizing the potential of the diversity among local entrepreneurs and
enhancing the inclusion of migrant entrepreneurs in the local economy.

To that end the project will draw up three sets of quality standards, namely for supporting
entrepreneurship, promoting supplier diversity and including social clauses in public procurement.

In ten cities across Europe local partners will be assisted in meeting those standards by self-
assessment, setting targets, exchange of good practice and benchmarking.

DELI is a joint project of the Council of Europe and the European Commission and is carried out in
co-operation with the Migration Policy Group.

The ten partner cities are Bucharest, Cartagena, Dublin, Getxo, Lisbon, London Lewisham, Munich,
Reggio Emilia, Rotterdam, and Vienna.

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5.2. COMMUNICATION MESSAGES
In Rotterdam we are not afraid of facing challenges. Rotterdammers are encouraged to take
ownership of their own life and to actively contribute to society by capitalizing on their skills and
talents, migrant and non-migrants alike. Education and employment are important pathways to social
inclusion, and all Rotterdam citizens are entitled to equal access to these services. Our recently
elected political board promotes the typical Rotterdam entrepreneurial spirit and calls upon people to
be pro-active, creative and headstrong at times. Together, we build the city; businesses, civil society
organisations and individual citizens all have a role to play in this. The city government should
facilitate this by being gutsy and having an innovative experimental mindset.

The content of our communication messages will focus on the various elements that can be distracted
from this context. For the DELI-project to be successful, it is essential to choose the right angle that
acknowledges the different interest of all stakeholders involved.

Given the fact that Rotterdam is facing a change in political leadership at the moment, the focus and
perspective of the communication messages directed at the political leadership will be tailored to fit
the objectives of the DELI project, while simultaneously aligning with the political discourse and policy
priorities that will be developed in the coming months. Possible perspectives include:
- diversity and inclusive entrepreneurship policies
- fostering active labour-market inclusion
- equal access to private and public procurement
- competitive advantage of supplier diversity

Acknowledging the short duration of the DELI-project, the local project team will deliver a concrete
work plan for the communication messages before the end of the 3rd quarter of 2014. In the
meantime, the various perspectives mentioned above provide sufficient room to operate and allow
Rotterdam to develop targeted communication messages that will appeal to the different internal and
external partners.

5.3 VISIBILITY
As part of the DELI project the DELI team will make use of the specific visibility standards, logos, and
templates to identify DELI communication vehicles provided by the Council of Europe and Migration
Policy Group. These standards will support various communications activities including, but not
limited to:

News releases
PowerPoint and keynote presentations
Memorandums
Printed newsletters
Online communications (websites, blogs, e-newsletters, etc.)
Communication and outreach collateral materials (e.g., posters, brochures, flyers, etc.)

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6. COMMUNICATION TOOLS & ACTIVITIES
The Rotterdam DELI project group will use structured communication tools and activities to inform
stakeholders with specific types of information. The four primary types of interaction to be used are:

Diversity and Economy Round Tables

Personal interactions and working (small) groups meetings
Printed material
Online communications

6.1 DIVERSITY AND ECONOMY ROUND TABLES

Diversity and Economy Round Tables are milestones events that will be used as main outreach and
communication actions to promote the project outputs (QSM and self-assessment tools). Rotterdam
has longstanding experience with involving civil society organizations, businesses, municipal services
and citizens through round table discussions and will build on this experience.

The first roundtable discussions on diversity and equality will be held on 9 and 10 October 2014 in
Rotterdam. These discussions will focus on the DELI Quality Management Standards (QMS) and on
the online self-assessment tool, which the city municipalities and other key local stakeholders will fill
in, following the first roundtable session. The tool will measure the progress of the participating city
municipalities on support mechanism for migrant enterprise and supplier diversity programmes to
promote equality in public procurement. MPG will explain how to use the QMS and corresponding on-
line self-assessment tool and the scoring process.

The second roundtables will take place towards the end of the first quarter of 2015 and will share the
results of the self-assessment tool and formulate future steps based on the good practice highlighted
during the assessment process. All of the organisations which took part in the first roundtable
discussions will be invited to the second to provide feedback on the process and help create the
future steps in the two areas we are looking at namely, support mechanisms for migrant enterprise
and supplier diversity programmes to promote equality in public procurement.

6.2 PERSONAL INTERACTIONS AND WORKING GROUPS MEETINGS

The Project Manager and Platform Coordinator will have continued personal interaction with the
internal partners (administration) to answer questions about specific activities and gain a better
understanding of the project benefits.

Working group meetings with separate groups of stakeholders (migrant entrepreneurs, business,
administration) provide the opportunity to engage partners throughout the project process. Key
messages will focus on DELI progress and how it intends impacting migrant entrepreneurs, business
and administration.

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6.3 PRINTED MATERIALS
The following types of printed materials will be used:

Press releases
Press conferences
Leaflets, brochures and newsletters
Briefing and reports (to inform leadership and external partners)

6.4 ONLINE COMMUNICATIONS

Online communications methods are outlined below:

DELI website hosted on the Council of Europe website:

http://www.coe.int/t/dg4/cultureheritage/culture/DELI/Default_en.asp
Local DELI pages (municipal website and local partners websites)
Electronic news-letters (to receive information on a regular basis from coordination team and
the cities).

At the central level, the electronic news-letters will be published whenever relevant and useful news
are available on the following web sources:

ICC Newsletter:
http://www.coe.int/t/dg4/cultureheritage/culture/Cities/Newsletter/newsletter31/newsletter31_e
n.asp
CoE Migration Co-ordination Newsletter:
http://www.coe.int/t/democracy/migration/ressources/newsletter_mc_fr.asp
CoE online agenda (week in brief): http://www.coe.int/en/web/portal/the-week-in-brief

Additionally to that, information will be disseminated on social media sources as following:

ICC Facebook page:

https://www.facebook.com/MigrationPolicyGroup#!/ICCities/photos_stream

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 CoE Youtube channel: http://www.youtube.com/user/CouncilofEurope
CoE podcasts and audio recording: http://www.humanrightseurope.org/2014/
MPG Facebook page: https://www.facebook.com/MigrationPolicyGroup
MPG Twitter: https://twitter.com/migpolgroup
MPG youtube channel: http://www.youtube.com/user/TheMPGtube
Local partners Twitter accounts

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7. Timeline
Below an estimated timeline for the Rotterdam DELI communications and outreach activities is
provided.

Phase 1: Exploration 1-1-2014 to 1-6-2014

In this phase, all local stakeholders have been approached to discuss their participation in the
project. The focus has been on highlighting the interest of the wide variety of parties involved and
ensuring their buy-in. In this phase, communication has been done through personal contact and the
outcomes have been kept internally.

Phase 2: Sensitizing the outside world 1-6-2014 to 1-1-2015

With the Local Partnership Platform in place and the buy-in of a number of key stakeholders
guaranteed, the next phase will focus on sensitizing the outside world. This include all relevant
parties that are not a member of the core DELI group in Rotterdam. We will make use of our
platform members networks already in place by using websites, social media and printed materials.
An important milestone during this phase is the organization of the first round tables.

Phase 3: Early successes 1-1-2015 to 1-7-2015

After the first round tables and working towards the finalization of the project, the focus of the
communication activities will be redirected more outwards, involving the general public and local
media. This involves the use of a digital newsletter, press releases, featured articles in local media
and an increased activity in the social media sphere.

Phase 4: Celebrating results 1-7-2015 to 1-10-2015

After the project is completed, Rotterdam will communicate the outcomes to internal and external
stakeholders and their networks, the political and administrative leadership specifically, and the
general public by making use of the existing communication infrastructure. (newsletter, press
releases, featured articles in local media, mailing lists, website, Twitter, Facebook, etc.)

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