Smart-e buildings - yes we can Enable the building sector to contribute to reaching the 3 x 20 objectives
IEE Smart-e buildings was a European-wide industry-led mobilisation campaign that used Web 2.0 techniques to attract building owners and provide guidance through their decision making processes in renovation or new buildings. Inspired by the successful Obama’s election campaign, the Smart-e Buildings campaign aimed at mobilising 2 million Europeans through a robust interactive web portal which was launched in May 2011. To build and maintain the e-campaign, the portal was linked to Smart-e Buildings’ social network profiles. Not only it served as a source of information – thus complementing the existing website of the EU Build Up initiative – but it will also represented a platform where building owners, professionals and citizens can exchange experiences, ideas, and information, proactively supporting the Smart-e Buildings cause. This bottom-up approach was deployed in 10 languages and 13 EU-countries initially using 5 test markets (4 European Cities and the Region of Upper Austria) to quickly optimise the campaign strategy. As a top-down path, a network of national and European Parliamentarians was set-up and strengthened through the organisation of events.
- 114 good practice examples on buildings and policy measures for the application of renewable energies and energy efficient materials and measures. They have been identified from all Member States of EU, which were represented by members of the Smart-Energy Consortium, plus some further good practice examples also from other Member States. They refer to small residential buildings, large residential buildings and office buildings which represent the largest share of the stock of buildings
- Common industrial position paper as a result of a concerted work of the 3 partners representing the renewable, energy efficiency and construction industries (i.e. EREC, EuroAce and CEETB). This is the first time that the 3 industries agree on a shared viewpoint.
- Design and development of specific toolkits tailor-made to the target groups identified which were collected in a database (toolbox). Such a toolbox contains 109 general tools catering for private building owner and occupant, private apartment owner and occupant, landlord, public building owner, and company building owner. It contains access to: databases, reports, glossaries, case studies, calculation tools. 68 tools uploaded
- Report on the use of social media for e-campaigns including lessons learnt on how to define and maximise the success of a campaign.
- Focus by simplifying the assignment: 1 target group, fewer languages, a delineated subject with local content The main conclusion for a campaign is: the more focused the action, the better the result. Choosing one target group in a limited number of cities, or regions or countries and addressing one clear message (in the local language) to that group would have a better course of action, and would have more chance in resulting in a positive outcome.
- Campaign leader A campaign needs one leader who delegates tasks, manages timing, and who makes final decisions. The leader should have the know-how and experience in running end-user campaigns. Decentralised or democratic/participative management approaches rarely work for campaigns.
- Realistic Level of ambition In order to be successful, a campaign needs to have a realistic level of ambition. Millions of visits to the portal, tens of thousands of people engaged on the social networks and the involvement of celebrities might prove to be too challenging to be reached.
Project duration: May 2010 to April 2013.