Transition Stories developed a communication strategy for West Flanders to encourage citizens to install solar panels and support local governments.
By determining target audience segments based on behavioral insights and data, barriers, motivators, and leverage points in the customer journey were identified, along with a typology of municipal administrations with varying support needs. This structured and phased approach was developed through workshops with local governments and the province.
The strategy consists of three layers:
- Base Layer: Provincial Communication Campaign – a framework for a broad campaign from the province to create general awareness and generate interest.
- Intermediate Layer: Support for Local Campaigns – a toolkit and mock-ups that local governments can use to effectively design their own campaigns.
- Top Layer: Tailored Pilot Projects – project briefs to set up potential projects aimed at specific target groups.