Chapter 8

Spreading Results

This step shows how you can publicize your ideas or projects so that others can learn about them, especially in your own city or community. The goal is to let others know how you went about it, what obstacles you faced, and what factors contributed to your success. The aim is to inspire people in other locations to follow your example.

Chapter 8

Spreading Results

A. Becoming visible

In the MobiQ project, we used various communication channels to reach different target groups. This is particularly important in a real-world lab project, as successful real-world labs rely on a strong social network that supports them. For example, it was important to reach out to associations, organizations, local businesses, and active individuals in the neighborhood or community. We made use of a wide range of both analog and digital communication methods. This way, we were able to reach the people with whom we collaborated in MobiQ.

For scientific communication, we chose different methods. Scientific questions were discussed with colleagues from real-world lab research or at conferences and published in academic circles.

Design

It was very important to develop a MobiQ brand logo with high recognition value. The homepage of the website (reallabor-mobiq.de) played a key role in this. From the beginning, it served as the first point of contact and provided information about the starting situation, goals, methods, and, above all, updates from the projects. Around the „Q,“ we developed a clear visual language so that MobiQ could be quickly and easily recognized. Additionally, the website was designed to be flexible and can be expanded at any time. All project-related publications can be accessed here. The MobiQ website acts as a sort of „workspace“ that ensures the openness of the project.

Communication

Our digital communication strategy also included social media channels, making it easy for people to reach us. At first, we posted individual updates on Facebook, Instagram, and LinkedIn in a relatively unsystematic way. Since that was quite time-consuming, we later began creating posts exclusively for Instagram, which we also shared on Facebook. While this never really increased our reach on Facebook, our Instagram channel has been quite successful. We use LinkedIn for news aimed at a professional audience. We also used MobiQ’s visual style for flyers and posters. It was important for us to work closely with influencers—that is, well-connected members of the community—to spread the news. Articles in the local newspaper and official newsletters were also part of our communication strategy.

Presence

The „Q“ is the central recognition feature of MobiQ. It serves as a bridge between our digital and physical presence. As an eye-catching and idea-capturing element, we constructed the letter on a large scale out of wood and placed it prominently in public spaces, such as at our „pop-up stand“ or during participatory real-labor experiments on-site. The „Q“ attracted attention, sparked interest, and simultaneously opened up a dialogue. Its role as an idea-catcher and low-threshold opportunity for contact has proven successful. This way, people who don’t want to engage in discussions can still answer questions like, „How would I like to move sustainably through the neighborhood?“

B. Proceed with careful consideration

An important insight was that there are established and functioning communication channels at each location. At one place, this might be the freely distributed official bulletin, at another the local newspaper, or a person who is particularly well-connected and makes use of that network.

Social media is also important for attracting attention, but a selective approach is advisable. Depending on the target group, different platforms may be suitable, and new ones are continuously emerging. The editorial effort also varies greatly between platforms. For instance, posting a 140-character tweet on X is faster than producing a video for YouTube. Therefore, it is essential to carefully consider whom you want to reach and what type of content is realistically feasible.

Those aiming to share a mix of images, short videos, and texts with a local audience can target them relatively precisely through Instagram and Facebook. These platforms tend to reach a diverse audience, while users of apps like TikTok and Snapchat are generally younger.

Anonymous distribution of brochures and flyers is less effective. This approach should always be combined with a personal presence. For example, flyers can be handed out at an information stand in the marketplace.

Anonymously distributed brochures and flyers are less effective. It is essential to combine this method with a personal presence. For example, flyers can be handed out at an information booth in the town square.

C. Bringing Projects into the Spotlight

To keep interested parties informed, it’s important to develop a communication strategy early on. Ideally, this should be done after the network analysis described in Step 4. You may have already identified key actors who can be helpful for communication.

Sketching out a communication strategy is not difficult, but you should consider the following points:

Planning

You have established an initiative (idea, project) and know exactly what you want to achieve. However, the goals of the initiative and the goals of communication are not necessarily identical.

The following questions need to be clarified:

Who should be informed?
What information should be communicated?
What should be achieved through communication?

In Step 4, you created a stakeholder map of the local actors. Here, you identified whom you want to involve and whom you want to inform. The individuals to be informed represent the target groups of your communication. Try to put yourself in the shoes of these target groups and think about which channels you can use to reach them. It might be helpful to use personas for the target groups (see Step 2). Be sure to document your thoughts on the target groups and their information behavior.

Now that you know which channels are best for communication, you can decide whether to address the target groups in a text-based manner (local newspapers, official bulletins) or in a visual format (social media). Based on this, you should then define your key messages. Formulate 3 to 5 core messages that align with your project goals and can be adapted for various uses.

With the content framework established, you also need to consider the timeline. Create a plan specifying when you will communicate what. First, enter public events taking place in your project area and try to align your content with them.

Public relations take time. Make sure to strategically use different channels, but don’t overdo it in the beginning. You don’t need to be present on every channel every week.

Also consider whether you should be present at certain events and plan accordingly.

It is also crucial to assign responsibilities. Who will write which post? Who is responsible for sharing information externally? Who will act as the contact person for press inquiries or feedback? Establish these roles as early as possible and document them.

Coordination and Documentation

It is essential to maintain a recognizable style in external communication. This means that every post and every advertisement in the local newspaper or official bulletin should have a similar structure. Of course, this will evolve over time, and that’s perfectly fine. Just ensure that the changes are not too drastic.

To avoid „disruptions“ in your communication style, it is best to create a „communication journal.“ In this journal, document who published what and when, whether digitally or in print. You should also collect and keep newspaper articles that mention your initiative.

Additionally, you should meet at least once every four months to coordinate your approach as described above. This will help you respond to current events and changes in your town or community and adapt the communication strategy accordingly.

Communication and Follow-Up

Imagine reading something interesting about a new citizen initiative and wanting to learn more or even get involved. However, the intriguing ad in the official bulletin or on Instagram lacks information on how to get in touch. So, you set aside the bulletin or your smartphone and do nothing!

To prevent this, it’s crucial always to provide a contact option. The best approach is to set up a dedicated email address. Even simpler is providing a phone number. Understandably, most people are reluctant to share their private numbers publicly. A prepaid plan combined with a smartphone can be a solution if funds are available. Prepaid cards are available for less than €10 per month at most discount retailers.

It’s also important to document responses: Who contacted you, when, and through which communication channel? Over time, this will help you learn which channels are effective and which are not, allowing you to save time by avoiding content that garners little attention. Additionally, your network will gradually expand with new contacts.

The pop-up stand was designed modularly to adapt flexibly to various locations, such as here at the Federal Garden Show in Mannheim 2023. Photo: Barbara Hefner

Die Mental Map der Fleiner Straße in Stuttgart Rot hält die Eindrücke fest, die während eines Besuchs besonders im Gedächtnis geblieben sind. HFT_Labor Experimenteller Stadtraum_Sommersemester_2023 Studierende: Lara Joséphine Barnic; David Maihöfer; Steve Oberst Bearbeitung: Pauline Philipp

Our pop-up stand was presented for the first time in downtown Geislingen and received much positive feedback. Photo: Julian Bansen

The central symbol of MobiQ is the „Q,“ constructed as a large wooden object. It was prominently placed in public spaces to attract attention and gather ideas. Photos: Julian Bansen and Barbara Hefner

The MobiQ stand was also used at the weekly market on Hans-Scharoun-Platz in Stuttgart-Rot to engage in conversations with citizens. Photo: Barbara Hefner

D. The Role of the City or Municipality

The municipality can support you through its volunteer coordinator. Additionally, the local administration knows which communication and networking channels are best suited within the city or municipal area. They can advise and assist citizen initiatives with communication efforts, such as distributing flyers or putting up posters.

Often, municipalities publish an official bulletin in which they can provide space for groups and initiatives to share announcements free of charge.

Support in communication can also mean that the municipality actively endorses certain projects publicly. High-profile figures from the administration or local politics can make positive statements about selected projects. When mayors or marketing representatives publicly support specific initiatives, it sends a strong signal. Such endorsements can be extremely helpful for groups with potential—without requiring financial responsibility from the municipality.

The real challenge is communication about mobility awareness, aiming to encourage people to be open to sharing their personal space or vehicle.