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EU IPA13/CS-02.a

2013 ENERGY SECTOR PROGRAM PHASE-2 PROJECT

Energy Market Development

Communication and Visibility Report [English Version]

Revision 1

February 2019

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Contents

TABLE OF FIGURES ........................................................................................................................................... 3

1. INTRODUCTION ....................................................................................................................................... 4

2. OBJECTIVES .............................................................................................................................................. 4

2.1. OVERALL OBJECTIVES .................................................................................................................................. 5

3. IMPLEMENTATION APPROACH ................................................................................................................ 5

3.1. TARGET GROUPS ........................................................................................................................................ 6 3.2. COMMUNICATION TOOLS ............................................................................................................................. 7 3.3. LANGUAGES .............................................................................................................................................. 7 3.4. COMMUNICATION ACTIVITIES ....................................................................................................................... 8

Recurrent Communication Activities ............................................................................................. 8 Single Time Communication Activities and Events ........................................................................ 8

3.5. COMMUNICATION PROCESS ........................................................................................................................ 10

4. RESOURCES ............................................................................................................................................ 13

4.1. HUMAN RESOURCES ................................................................................................................................. 13 4.1. FINANCIAL RESOURCES .............................................................................................................................. 13

5. COMPLETED ACTIONS ............................................................................................................................ 13

6. APPENDIX 1 – WEBSITE SCREENS ........................................................................................................... 14

TABLE OF FIGURES

Figure 1 - Implementation Approach of the Communication & Visibility Plan ....................................................... 6

Figure 2 - Communication Process ........................................................................................................................ 12

Figure 3 - Main Page ............................................................................................................................................. 14

Figure 4 - Project Reports ..................................................................................................................................... 14

Figure 5 - Event Reports Page ............................................................................................................................... 15

Figure 6 - Presentations Page................................................................................................................................ 15

Figure 7 - Press Release Page ................................................................................................................................ 16

Figure 8 - Announcement Page ............................................................................................................................. 16

Figure 9 - Event Page ............................................................................................................................................. 16

Figure 10 - Project in Press .................................................................................................................................... 17

Figure 11 - Gallery Page ........................................................................................................................................ 17

Figure 12 - Contact Us Page .................................................................................................................................. 18

1. INTRODUCTION

The European Union has awarded funds in order to achieve four objectives:

• Supporting the Electricity Market by

• Supporting the Natural Gas Market;

• Supporting EPIAS’s Capacity and Market Operations;

• Raising Awareness on Guarantees of Origin.

This project - Energy Market Development- is funded as part of the Energy Sector Program (Phase 2)

and relates to the second IPA Multi-Annual Indicative Planning Document (MIPD) 2011-2013 objective:

“further alignment with and implementation of acquis on the internal gas and electricity market”.

Energy Markets Development project will be conducted MRC, Deloitte, and Ecco International. The

project aims to contribute to TSOs’ (TEIAS) and market operator’s (EPIAS) capacities and Turkish energy

market to be in line with EU standards.

In addition to above mentioned objective, the project has a specific task for project visibility in EU

standards. Task 3, Web Page and Project Visibility, will continue throughout the project and it will cover

all communication and visibility activities defined in the TOR. In that manner, Consultant will;

• Prepare Communication and Visibility Plan (CVP) for the project

• Be responsible for the implementation Communication and Visibility Plan throughout the

implementation

• Prepare a web page and keep it up to date throughout implementation.

• Trace World Bank’s social media (LinkedIn and Twitter) posts statistics regarding to this

project.

Communication and visibility activities regarding to this Project will be carried out in co-operation with

Ministry of Energy and Natural Resources DG Foreign Relations and International Projects Team and

World Bank.

2. OBJECTIVES

Ensuring and conducting meaningful and valuable communication with stakeholders is the core

purpose of Communication and Visibility Plan. Context of the communication will reflect the progress

of the project during the specified time period and it will include the objective, impact, and results of

the project.

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The Communication and Visibility Plan contains the objectives, implementation approach, and related

resources while covering EU visibility requirements.

2.1. OVERALL OBJECTIVES

Objectives of the Communication and Visibility Plan are as listed below:

• COMMUNICATION OBJECTIVE 1

Raising awareness of related bodies consisting of both the internal and external

stakeholders as well as the public about the existence, objectives, expected impacts

and results of the Energy Markets Development Project.

• COMMUNICATION OBJECTIVE 2

Increasing the communication of the Energy Markets Development Project to reach

the targeted group with a right communication tools for delivering different type of

messages in a more effective and result oriented way.

3. IMPLEMENTATION APPROACH

Communication and Visibility Plan implementation approach has 5 sub segments as listed in Figure 1

Among the sub-activities mentioned above, first activity is the determination of the objectives of the

communication plan. Establishing the whole structure in line with these objectives is extremely critical

in terms of effective and efficient operation of the plan. After determination of the objectives of the

communication plan, it is also crucial to identify the target groups, which are to receive the messages.

Upon selection of target groups, deciding the communications tools for each event that is planned for

the project is crucial for messages to reach target groups. Communication tools are also important for

engaging internal and external stakeholders to the Project. This process is followed by implementation

of the relevant activities, namely single time and periodic activities. Lastly, the event at the bottom is

the analysis of the results in order to assess the effectiveness of the communication approach.

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Figure 1 - Implementation Approach of the Communication & Visibility Plan

3.1. TARGET GROUPS

Main objective of this Communication and Visibility Plan is to incorporate mechanisms for engaging

with key stakeholders across Turkey in order to promote the project effectively, raise awareness of the

work done and ensure that key messages are transmitted in an appropriate and engaging way to the

target groups.

As it is stated in the TOR, the related stakeholders for the project are defined as follows;

Table 1 : Stakeholders and Their Explanations

Determine Objectives

1Identify Target Groups

2DetermineCommunication Tools

3Plan ImplemetationActivities

4Monitor and AnalyzeResults

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Target Groups Explanations

Ministry of Energy and Natural Resources of the Republic of Turkey

Ministry of Energy is the overseeing body of the current project.

World Bank World Bank is the standard setting body for the rules and regulations of the project

European Union Delegation to Turkey European Union Delegation to Turkey is the granter of the project fund.

Energy Market Regulatory Authority, Turkish Electricity Transmission Company, Energy Exchange Istanbul, BOTAS Petroleum Company

Listed institutions are the beneficiaries of the project, in the respect that they will be the receiver of the reports prepared and recommendations.

Relevant external and internal stakeholders Further relevant stakeholders such as non-governmental institutions (NGOs), public bodies not listed above can be a target groups based on the activity and task.

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3.2. COMMUNICATION TOOLS

Different communication tools (Social media, website, and press release) will be utilized to

supplement each other during to Project.

Social Media (SM): World Bank’s social media namely, LinkedIn and Twitter will be used for

communication. Senior External Affairs and Communication Officer from World Bank team will be

responsible for creating accounts and will post approved contents in these platforms. Pre, during,

and post event contents/web page link will be provided by the Consultant for approval for each

event. World Bank will provide social media reports and statistics to Consultant for further analysis.

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Website (WS): The website will serve as an information base for all communication and visibility

activities and technical reports. The website will provide all information regarding Project progress

and will keep target groups up to date. In that manner, a website will be launched and will be

operated in order to increase the visibility of the projects and to raise knowledge of the

interested/relevant stakeholders regarding the current project. Consultant will be responsible for

the design, operation and maintenance of the website (and the microsites where available), and

supply of the hosting and domain services. The web page will present including but not limited to

the project information, planned events, information on past events with pictures and event

stories, and project deliverables. Consultant will also publish reports regarding to tasks after their

approval in the website.

• Ministry of Energy and Natural Resources DG Foreign Relations and International Projects

team is responsible for the following parts and will provide necessary information to

Consultant;

o Name of the project

o Abbreviation

o Domain name which consists the abbreviation or project name

• Press Releases (PR): Press release will be drafted and modified in line with feedbacks for

selected events to make sure public dissemination takes place.

3.3. LANGUAGES

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European Commission Guideline on the preparation of the Communication and the Visibility Plans

mandates the usage of local languages as well as official languages of the Union. In that manner, main

language for the web page will be Turkish and language selection (English only) will be available for

the web site visitors.

Information content on events will be bilingual (Turkish and English). The reports on events and tasks

will be published in the website in the available language.

3.4. COMMUNICATION ACTIVITIES

RECURRENT COMMUNICATION ACTIVITIES

Steering Committee Meetings will be organized every three months from the start of the project

activities by the invitation of the steering committee members to be indicated in the inception report.

The aim of the Steering Committee meeting is to track the progress of the projects and to get

information about the upcoming activities.

Steering Committee members will include the parties stated in the TOR.

Communication activities will be planned for each and every Steering Committee Meeting.

SINGLE TIME COMMUNICATION ACTIVITIES AND EVENTS

Aside from Steering Committee meetings, project tasks include workshops, study visits, seminars,

trainings and conferences. Communication and Visibility Plan will be prepared for each event

accordingly. In addition to those events, CVP also includes project opening and closing events as well.

It should be noted that each event has its own purpose, impact and visibility requirements and

communication and visibility should be planned accordingly. CVP is designed to cover pre, during and

post event needs for each event. In general pre, during, and post activities are defined by the following

rules;

• Social media and website will be used as communication tools for pre activities of events.

• Web site based pre communication activities will be planned for the events with more than 70

participants. Social media based pre communication activities will be planned for all events.

• Visuals and list of participants will be gathered from relevant parties to be used for post event

activities.

• Social media, press release, and website will be used as communication tools for post activities

of events.

Details of pre, during and post event activities are given in the below table;

Table 2 - Activity - Communication Table

Task Sub-Task Event Duration #

Participants Location Pre-Activity During Post-Activity Language

PM Kick-Off Meeting Kick-Off Meeting

1 day 40 Ankara N/A Visuals + List WS Bilingual

Task 1 Electricity Market Workshop 1 day 30 Ankara SM SM + Visuals + List SM, WS Turkish Task 1 Electricity Exchange Workshop 1 day 70 Ankara SM, WP SM + Visuals + List PR, SM, WS Bilingual Task 1 BPM Workshop 1 day 30 Ankara SM SM + Visuals + List SM, WS Turkish Task 1 Guarantees of Origin Workshop 1 day 20 Ankara SM SM + Visuals + List SM, WS Turkish Task 1 Electricity Exchange Study Visit 5 days 8 Rome SM SM + Visuals + List SM, WS Turkish Task 1 Electricity Exchange Study Visit 5 days 8 TBD SM SM + Visuals + List SM, WS Turkish Task 1 Renewable Seminar 1 day 20 Ankara SM SM + Visuals + List SM, WS Turkish Task 1 Power Exchange & BPM Seminar 1 day 20 Ankara SM SM + Visuals + List SM, WS Turkish Task 1 Ancillary Ser. & Congestion Mngt. Seminar 1 day 10 Ankara SM SM + Visuals + List SM, WS Turkish Task 1 Demand Side Participation Seminar 1 day 30 Ankara SM SM + Visuals + List SM, WS Turkish Task 1 General Training - Electricity Seminar 1 day 100 İstanbul SM, WP SM + Visuals + List PR, SM, WS Bilingual Task 1 General Training - Electricity Seminar 1 day 100 İstanbul SM, WP SM + Visuals + List PR, SM, WS Bilingual Task 2 Legislation on NG Workshop 2 days 50 Ankara SM SM + Visuals + List SM, WS Turkish Task 2 General Training - NG Workshop 1 day 150 İstanbul SM, WP SM + Visuals + List PR, SM, WS Bilingual Task 2 (i) portfolio management Training 3 days 20 Ankara SM SM + Visuals + List SM, WS Turkish Task 2 (ii) gas trading and pricing Training 3 days 20 Ankara SM SM + Visuals + List SM, WS Turkish Task 2 (iii) risk management Training 3 days 20 Ankara SM SM + Visuals + List SM, WS Turkish

Task 2 (iv) preparation of network development plan

Training 3 days 20 Ankara SM SM + Visuals + List SM, WS

Turkish

Task 2 (v) auctions for capacity allocation Training 3 days 20 Ankara SM SM + Visuals + List SM, WS Turkish Task 2 (vi) tariff setting Training 3 days 20 Ankara SM SM + Visuals + List SM, WS Turkish Task 2 NG Exchange Study Visit 5 days 8 TBD SM SM + Visuals + List SM, WS Turkish

Task 2 Energy Markets Conference - Electricity & NG

Conference 1 day 250 İstanbul SM, WP SM + Visuals + List

PR, SM, WS Bilingual

PM Steering Committee - Quarterly Steering

Committee 3 days 10 Ankara SM

SM + Visuals + List SM, WS Bilingual

PM Closing Meeting Closing

Meeting 1 day 50 Ankara SM

Visuals + List SM, WS Bilingual

3.5. COMMUNICATION PROCESS

Communication process is very crucial for effective implementation of Communication and

Visibility Plan. CVP will provide a checklist for both Consultant, MENR, and WB to trace

communication strategy and plan for each event.

Communication process has 3 main components;

• Pre event activities: Responsibilities that will be carried out by the related party before

the event.

• Activities during the event: Responsibilities that will be carried out by the related party

during the event.

• Post event activities: Responsibilities that will be carried out by the related party after

the event.

Communication process is triggered with the determination of event details such as event date,

location, participants, etc. Events and related planning will be conducted by Project

Managament Team and communication and visibility team will be informed prior to the events.

When the progress triggered CVP report section 3.4 will give the information if there is a need

for pre-event activities or not.

If pre activities are planned for the event, Consultant will gather the event information from

MENR and will prepare an event page and will prepare event content to be shared in the

website.

Consultant will send all content to be approved to MENR via e-mail. Ministry of Energy and

Natural Resources DG Foreign Relations and International Projects Department will be

responsible for approval of content to be published in the website. MENR will comment/approve

the content in 7 working days via e-mail. After the approval process, Consultant will publish the

content in the website and will share the social media content and related webpage links with

World Bank.

Senior External Affairs and Communication Officer from World Bank will share the content in

their social media pages, LinkedIn and Twitter, and Consultant will track the progress and will

request statistics from World Bank. All related stakeholders, EXIST, BOTAŞ, EMRA, etc. is allowed

to retweet the content in their social media accounts. Consultant will not be responsible for the

stakeholder social media accounts and will not track the results.

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During the event, related party will provide visuals, photos, videos, etc. for the Consultant and

MENR will provide participant list for each and every event throughout the project. The visuals

will be used in the website and is very crucial for visibility activities.

After the event, Consultant will gather all information and related documents (presentations,

printed materials) from related parties. It is assumed that event reports will be finalized and will

be approved 4 weeks after the event. In the mean time, Consultant will prepare press release,

website content (including visuals for the event gallery), and social media content/links and will

share the content with Ministry of Energy and Natural Resources DG Foreign Relations and

International Projects for approval. It is expected that MENR will give approve or give feedback

in 7 business days. After the approval process, Consultant will publish the content in the website

and will share the social media content and related webpage links with World Bank.

After the approval of event documents Consultant will share all documents in the language

provided by the related stakeholder in the website.

In addition to events, Consultant will also share task reports/project deliverables to inform

stakeholders about the project progress and outputs in the website.

Figure 2 - Communication Process

4. RESOURCES

4.1. HUMAN RESOURCES

According to the TOR, Consultant appointed a Key Expert as Event Planning and Project Results Dissemination Coordinator for the Communication and Visibility activities. In addition to that, non-key experts will provide necessary consultancy services for the stakeholders and the team will be responsible all CVP activities in the project duration.

4.1. FINANCIAL RESOURCES

Consultant analyzed the CVP activities and forecasted a budget. Necessary budget will be transferred to CVP activities from the global budget accordingly.

5. COMPLETED ACTIONS

Consultant has completed the following actions since the first draft of the report;

• Ministry of Energy and Natural Resources DG Foreign Relations and International Projects

team has decided

o Name of the project: “Enerji Piyasalarının Geliştirilmesi Projesi” – “Energy Markets

Development Project”

o Abbreviation: “EPG” – “EMD”

o Domain name which consists the abbreviation or project name: www.epgprojesi.com

• Information and content about the website (epgprojesi.com) is given to Ministry of Energy and

Natural Resources DG Foreign Relations and a demo is conducted before launching the website

on December 25, 2018.

• Website has been developed.

• Cross browser test has been conducted in MAC and Windows operating systems.

• Website was launced on January 14, 2009 and as of January 1, 2019 it is up-to-date in terms

of finalized events and approved deliverables..

• Reports approved by the project stakeholders were uploaded to the website in the available

languages.

6. APPENDIX 1 – WEBSITE SCREENS

Figure 3 - Main Page

Figure 4 - Project Reports

Figure 5 - Event Reports Page

Figure 6 - Presentations Page

Figure 7 - Press Release Page

Figure 8 - Announcement Page

Figure 9 - Event Page

Figure 10 - Project in Press

Figure 11 - Gallery Page

Figure 12 - Contact Us Page