Erasmus/LLP project WelDest Dissemination Plan 2012 - 2014 by Turku University of Applied Sciences

1. ERASMUS Lifelong Learning Program
Health & Well-being in Tourism Destination
2012 - 2014
Work Package 2:
Dissemination Plan
Date:
2013-02-20
Author:
Team UOP
Distribution:
WelDest project team internal use
File name
2013-6-14-Dissemination
_TUAS
Version:
3.0
Description:
Dissemination plan
plan_WelDest-
Version
Date
Status
Author
Changes
1
20.02.2013
Draft
Team UOP
Development
2
19.4.2013
Draft
TUAS
Local plan annex created
3
14.6.2013
Draft
TUAS
Template, timetable, blog updates
Final
TUAS
4
1 WP 2: Dissemination | ERASMUS WelDest 2012 - 2014

2. CONTENTS
1 INTRODUCTION .............................................................................................................................................. 3
2 JOINT DISSEMINATION STRATEGY ......................................................................................................... 3
2.1 STATE OF THE ART ........................................................................................................................................ 3
2.2 CONTENT OF DISSEMINATION .................................................................................................................... 4
2.3 PURPOSE OF DISSEMINATION ..................................................................................................................... 5
2.4 TARGET AUDIENCE OF DISSEMINATION...................................................................................................... 5
2.5 MEANS OF DISSEMINATION ........................................................................................................................ 7
2.5.1 WelDest Blog ........................................................................................................................................ 7
2.5.2. Participation events: ............................................................................................................................ 9
2.5.3. Printed materials: ................................................................................................................................ 9
2.5.4. Electronic/Internet based communication: .......................................................................................... 9
2.6 TIMING OF DISSEMINATION ...................................................................................................................... 10
2.7. RESPONSIBILITIES – PARTNERS’ TASKS....................................................................................................... 11
3 NATIONAL DISSEMINATION ACTION PLANS...................................................................................... 11
4 MONITORING ................................................................................................................................................ 12
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3. 1 INTRODUCTION
The dissemination plan contains information about the steps that the partners of the
project will follow in order to disseminate the intermediate and final results of the
WelDest project. This dissemination plan includes all important elements that regard
the outputs at the stage that they have been developed. The plan has the form of a
flexible business plan and includes all products. It mainly refers to strategic issues
and general aspects of the products, the market, and the dissemination steps.
An individual work package is devoted to the dissemination activities in order to monitor and ensure the successful delivery of the project objectives and ensure the widest
possible dissemination of the objectives, the work and the outputs. The dissemination
activities will both assist with the communication flow between the project partners,
public and the professional bodies, and raise awareness of the project among endusers.
In order to ensure that the results of the WelDest project will be available and utilized
by the target groups several determinants must be specified. These determinants include the content, the target audience, the purpose, the means and the timing of the
various dissemination activities, and also the related costs. Dissemination will have to
be performed continuously in order to raise and maintain awareness of the objectives
of the project and how they are achieved.
2 JOINT DISSEMINATION STRATEGY
2.1 State of the Art
The WelDest project started in October 2012 with the aim of creating a development
framework to be used by public bodies, destination management organisations and
private companies when developing holistic health and well- being destinations
(H&WB). The project Health and Well-being in Tourism Destinations (WelDest)
combines the expertise of 5 Higher Education Institutions, 10 industry and 15 associate partners from Austria, the Czech Republic, Finland, Germany, and the UK.
These countries represent different stages of development in health and well-being
tourism.
The project will bring benefits to H&WB service providers, companies which may be
able to improve their services through the findings of the research on the expectations of locals and tourists on one side. On the other side destination management
organisations will also benefit from the outcomes, primarily by utilising the ehandbook “Keys to developing a holistic health and well-being tourism destination”.
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4. The e-handbook will comprise self-assessment and development tools for destinations and also a course design to be used at tertiary level and education for the industry.
One of the main objectives of the dissemination strategy is to help to establish a network of H& WB actors beyond the project partnership, involving as many H&WB service providers, higher education institutions and destination management organisations as possible in the development of the project activities. A key element of this
objective is the creation of a blog available for a wider public audience which will first
raise awareness of the WelDest image and later will help to raise its profile.
The development of a well-structured image is the first step to efficient dissemination.
According to its definition, the image needs to be as expressive as possible and
needs to have a graphic representation which sends out a clear message. In the
modern world the presence of an image on the Internet is an absolute necessity,
therefore a key element of dissemination is the use of the WelDest logo in every
form of electric communication. It is recommended to use the WelDest logo as part of
the signature the project partners use in their official communication, and that the
logo is displayed on the websites of the project partners (such as health and wellness
service providers and DMOs involved).
The use of a WelDest blog (http://weldest.blogspot.com) will serve as a platform for
all communication, both internal among the project partners as well as external with
potential H&WB service providers, DMOs and other tourism related organisations.
The blog can also dedicate space to a short introduction of the project partners and
place a link to the website of the partners which will enable the interested readers to
find out more about the individual organisations without overloading them with too
many details. The recommended blog outline will be discussed in more detail in
1.5.3. of this plan and a separate Appendix to the Dissemination Plan.
2.2 Content of dissemination
Dissemination activities aim to inform existing and potential stakeholders about the
objectives of the project, the tasks involved, the progress on activities undertaken
and the results obtained by the end of the project. The dissemination activities will
focus on the following issues:
 Description of the project
 Project partners
 WelDest objectives
 Research approaches and methodology (see WP 4 plan)
 Experiences and tangible research results
 Potential ways of collaboration between the relevant actors
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5. 

eHandbook to assist destinations to become H&WB destinations including
course design with teacher materials.
Potential further collaborations among project partners and recommendations
for the involvement of new partners
2.3 Purpose of dissemination
The purpose of dissemination is twofold. On one hand, the dissemination activities
need to focus on raising awareness about the project, the objectives and the
participating organisations. Raising awareness may be important throughout the
whole project as it is likely that the message will get through to new actors who hear
about the project for the first time even if in the later months of the project the number
of this potential target audience will diminish.
On the other hand, dissemination activities have to follow closely the
accomplishments of the subtasks involved, therefore in the later phases of the project
the main purpose is to keep the existing and potential stakeholders informed
both about the progress in general (what has been done in the past months, which
activities have been undertaken); and the outcomes of the various subtasks
(especially where the outcomes can be quantified, like in the case of the research).
2.4 Target audience of dissemination
The activities include dissemination by individual project partners about the accomplishment of the subtasks they are in charge of. Furthermore, there are joint dissemination activities involving several or all the partners about the progress and the final
results of the project. Therefore sharing results is important within the project partnership as partners not involved in certain tasks need to be kept up-to-date about the
progress, as well as outside the project.
The target audiences of dissemination can be divided into the following categories:
Within the project partnership
- WelDest industry partners (consultancy, spas, wellness hotels, DMOs, etc.)
- HEI partners/Academic institutions and training institutes (lecturers, teachers, researchers, other staff and students) who may wish to adopt and use the results of
WelDest research and the eHandbook in particular
- Associated industry partners, mainly national and regional associations
Outside the partnership
- managers of local H&WB tourism services, attractions and destination management organisations (DMOs)
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6. -
-
educational and research communities at national and international level in related fields and sectors (such as Atlas, regional research institutes)
related industry organizations and associations (e.g. other associations like national spa associations, spa towns’ associations, health tourism clusters, marketing consortiums, specialist Internet portals offering H&WB products)
consultants/experts in destination as well as regional (tourism) development, associations of tourism consultants
Other stakeholders and decision makers
- administrators and authorities in destination management, environment, health
care and regional planning
- regional and national tourist boards
General public
- tourists and local residents at H&WB destinations
- other general public interested in H&WB
Media
- local, regional, national level printed media aimed at the general public
- local and national Internet based news portals aimed at the general public
- specialist online tourism platforms (e.g. visitfinland.com, travelmole.com, fvw.de)
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7. 2.5 Means of dissemination
The progress of project activities, the interim and final results will be communicated
and disseminated with the help of the following means:
2.5.1 WelDest Blog
The main tool for WelDest dissemination is the blog. It provides a platform for
dissemination that has the largest potential to reach the widest range of audience.
See http://weldest.blogspot.com
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8. The updating of the blog is planned as follows:
WelDest timetable for updating the blog
Week Team
Week Team
Week
2013
21 IHM
1/2014. FHJ
33
22 IHM
2 FHJ
34
23 FHJ
3 TUAS
35
24 FHJ
4 TUAS
36
25 TUAS
5 HNEE
37
26 TUAS
6 HNEE
38
27 HNEE
7 UCB
39
28 HNEE
8 UCB
40
29 UCB
9 IHM
30 UCB
10 IHM
31 IHM
11 FHJ
32 IHM
12 FHJ
33 FHJ
13 TUAS
34 FHJ
14 TUAS
35 TUAS
15 HNEE
36 TUAS
16 HNEE
37 HNEE
17 UCB
38 HNEE
18 UCB
39 UCB
19 IHM
40 UCB
20 IHM
41 IHM
21 FHJ
42 IHM
22 FHJ
43 FHJ
23 TUAS
44 FHJ
24 TUAS
45 TUAS
25 HNEE
46 TUAS
26 HNEE
47 HNEE
27 UCB
48 HNEE
28 UCB
49 UCB
29 IHM
50 UCB
30 IHM
51 IHM
31 FHJ
52 IHM
32 FHJ
Team
TUAS
TUAS
HNEE
HNEE
UCB
UCB
IHM
IHM
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9. 2.5.2. Participation in events








Project meetings
Local Management meetings (with industry and associated partners)
Focus groups 11/2013
Open Space international work shop in conjunction with ITB Berlin 03/2014
National WelDest Camps 04- 06 /2014
Seminars, networking events organized for potential H&WB destination
stakeholders (service providers, DMOs)
Conferences, professional workshops focusing on health and well-being
tourism
End seminar at Turku 09/2014 with webinar
2.5.3. Printed materials







WelDest leaflet
Power Point and Prezi presentations
Press releases
Academic journal article(s)
Articles in trade magazines and professional journals
Posters
Progress and Final reports
2.5.4. Electronic/Internet based communication






WelDest blog
WelDest newsletters
WelDest Facebook group
SlideShare for sharing documents and presentations e.g; WP plans, Quality
reports, Research reports from primary and secondary research, Executive
Summary and framework for health and well-being destination elements
(including language versions)
You Tube with WelDest videos linked to the eHandbook
e-mail with the e-mail signature
All partners are asked to use the identification elements of the project as part of the
signature of all the participating members. These elements include the WelDest logo,
the EU logo and the link to the WelDest blog and the Facebook group.
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10. 2.6 Timing of dissemination
Sep 24
Agu 23
22
Jul
Jun 21
May 20
Apr 19
Mar 18
Feb 17
Jan 2014
Dec 15
Nov 14
Oct 13
Sep 12
Aug 11
10
Jul
Jun 9
May 8
Apr 7
Mar 6
Feb 5
Jan 2013
Dec 3
Nov 2
Oct 1
The table below outlines the timing of the various subtasks.
WP 2 Dissem ination 24 m onths (TUAS)
ST 8 International netw orking & benchmarking event and seminar (Berlin) (HNEE)
ST 9 WelDest Camp w orkshop on destination development
(IHM leads & makes a master plan but all orginize their ow n)
ST 10 Media contacts (press releases, interview s etc.) on going,
(IHM leads & makes a master plan but all orginize their ow n)
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1
2
3
4
Berlin
ST 1 Dissemination plan
ST 2 Dissemination follow up templates
ST 3 Blog (on going) (FHJ)
ST 4 Logo (FHJ)
ST 5 Pow er point presentations (WelDest project & blank) (FHJ)
ST 6 Project New sletters & mailing lists from all partners (UCB)
ST 7 Leaflet (language versions (EN/EN, EN/FI, EN/GE, EN/HU, EN/CZ) (FHJ)
WS WS WS
5

11. 2.7. Responsibilities – partners’ tasks
WP 2 covers the following subtasks:
ST1
ST 2
ST 3
ST 4
ST 5
ST 6
ST 7
ST 8
ST 9
ST 10
Dissemination plan (TUAS)
Dissemination follow up templates (UCB)
Blog (on-going), (FH JOANNEUM)
Logo (FH JOANNEUM)
Power point presentations (about WelDest project & blank template)
(FH JOANNEUM)
Project Newsletters & mailing lists (UCB)
Leaflet (language versions (EN/EN, EN/FI, EN/GE, EN/CZ) (FH
JOANNEUM, all responsible for their own language versions)
International networking & benchmarking event and seminar (Berlin)
(HNEE)
WelDest Camp workshop on destination development (IHM, all responsible for the national set-up)
Media contacts (press releases, interviews etc.) all partners
3 LOCAL DISSEMINATION PLANS
Every HEI partner and industry partner CHC will develop local dissemination plan
according to the proposal, following the outlined objectives. The individual plans need
to consider nation specific issues such as language (native language and/or English)
and preferred channels of communication (blog, traditional press conferences or
press releases in the electronic media, etc.). Furthermore, the HEIs and industry associations involved can assist in finding the most appropriate platforms to communicate the project to the industry and academics of the different countries involved.
The template should include reference to the following issues (see Annex 1):
Date for activity
(when)?
Activity
(what)?
planned
Target group (to
whom)?
Quantified target
groups (to how
many)?
Level of activity
(Local, regional, national)
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12. 4 MONITORING
To fulfil the objectives of the dissemination plan the outlined activities need monitoring during the process. Due to the number of participants as well as the variety of activities the use of a follow-up template for valorisation activities (Annex 2) is mandatory.
Indicators used in Local dissemination plans and follow up for monitoring WelDest
dissemination results should include at least the following:

Number of media hits and level of exposure (local, regional, national, international)

Google analytics report from Blog users

Number of workshop participants (WelDest Camps, international workshop in Berlin)

Facebook followers

Participant feedback from workshops (WelDest Camps)
The template should be kept-up-to date by all project partners. The partners should
register all national dissemination activities that happen in the local language as well.
The follow-up template needs to be updated whenever a valorization activity has taken place.
The project also involves joint dissemination activities, in which case it needs to be
agreed which partner is responsible for registering that particular item in the follow-up
template (e.g. HEIs may publish joint articles in academic journals). For the template
Microsoft Excel should be used as the format assists in spotting potential (and unintentional) duplications and is ideal to calculate total numbers of people involved in the
various activities.
Annexes 1 & 2 (available at Optima WP 2 folder)
12 WP 2: Dissemination | ERASMUS WelDest 2012 - 2014