After-LIFE Communication Plan

LIFE 09 ENV/IT/000185

MDPATC NEW ECO-PROCESS OF SUPERFICIAL TREATMENT

OF THE METALLIC WIRE PRODUCTS

After-Life Plan

LIFE 09 ENV/IT/000185

MDPATC NEW ECO-PROCESS OF SUPERFICIAL TREATMENT

OF THE METALLIC WIRE PRODUCTS

After-Life Plan

LIFE09 ENV/IT/00185 2 Dissemination Plan “MDPATC”

Table of contents

Page

1. Data on the project 3

2. Goal of the After Life Plan 4

3. Project’s description 5

4. Project’s results 6

5. Adressee 8

6. After Life Plan objectives 10

7. After-Life dissemination activity 12

7.1. Notice boards 12

7.2. Website 12

7.3. Magazine 12

7.4. Brochure & Flyers 13

7.5. Trade fairs & Final Event 13

7.6. Audiovisivual 13

7.7. Display area / samples 13

7.8. Letterhead 14

7.9. Final event 14

7.10. Newsletter 14

8. International activities 15

9. Timetable of the activities planned 16

10. Financial sources 17

11. Conclusions 18


1. Data on the project

BENEFICIARY : Trafileria e Zincheria Cavatorta S.p.A

via Baganza n. 6, CAP 43030

Calestano (PR),

Italy

PROJECT MANAGER: Mr. Giovanni Cavatorta

+39-0521-221411

[email protected]

WEB SITE: http://www.cavatorta.it

START DATE: 01/11/2010

END DATE: 31/10/2013

PROJECT IDENTIFICATION: LIFE09 ENV/IT/000185

PROJECT ACRONYM: MDPATC


2. Goal of the After-Life Plan

The goal of this After-Life Plan is to plan the communication, dissemination and

development activities of the "MDPATC" LIFE project for the 3 years that follow

the date of completion of the project (31/10/2013).

This report highlights the actions that will be carried out to give even more

visibility to the project and to enable the identification of potential partners for the

implementation of networking projects.

We will focus in particular on how to establish and build relationships with

companies established in other member states of the European Community, so

that the project will spread further, also abroad.


3. Project description

The project is based on the assumption that currently the production of wire rod by-

products causes a high environmental impact due to manufacturing practices that

have not been able to renew themselves over time to meet the new environmental

challenges and, therefore, they continue to entail the use of large amounts of water

and acids. To date, to protect the wire rod by-products from corrosion, a zinc coating

is applied through hot dipping, which results in a very thick coating to compensate the

fragility of the interface layer as a reaction with the iron-based substrate, and to take

into account the progressive loss of the layer. The process, therefore, leads to the

production of different types of pollutant emissions and waste in general: in the EU

alone 3.2 million cubic meters of water and 95,000 tons of hydrochloric and sulphuric

acid are used in the production of metal wires alone and 24000 tons of scrap metal is

produced from wire cuttings. In addition, acid pickling is still the most widely used

process to descale and de-oxidise the wire rod, and it is carried out at temperatures

of about 80° C; this leads to the generation of hazardous vapours, which require

special treatments, and to the production of acid sludge as final product of these

processes. Furthermore, pickling entails iron oxides in solution, such as Fe ions, and

the acid solution requires a constant regeneration, with the formation of slurry of

acids rich in iron oxides. Last, but not least, water is used in all production stages, as

a solvent, detergent or for cooling.

The aim of the project is to demonstrate that it is possible to use physical treatments

instead of chemical ones, improving the environmental performance of the production

processes of goods deriving from wires and converting waste into products that can

be reused in any process.

The project focuses on the dry mechanical cleaning of the surface, using descaling

and grinding treatments that do not require the use of sulphuric acid and hydrochloric

acid (highly toxic and polluting substances), which are currently used. An innovative

microwave treatment is then applied instead of the conventional pre-treatment

methods that entail the use of ammonium chloride, followed by a Zn-Al-Mg dip

coating bath process.

To demonstrate the feasibility of the new process, the company has built a pilot plant

that can treat up to 1,000 kg / hour (4,000 tons / year) of wire rods.


4. Project’s results

The innovative aspects of the project are based on 3 new systems for the treatment

of metal wires, from which to obtain by-products such as nails or electro-welded

mesh; the systems are:

• Mechanical descaling;

• Microwave plasma treatment;

• Dip-coating bath (Zn-Al-Mg).

The descaling allows to mechanically, rather than chemically, clean the wire rod and

separate the abraded particles from the abrasive one, which in this way can be

recovered. The implementation of this system allows the complete elimination of the

use of acids, of the generation of hazardous vapours and acid sludge. Mechanical

descaling is carried out by duly selected prismatic metal fragments (recovered from

previous processes) capable of cleaning up to 95% of the treated surface.

The microwave plasma treatment is used to complete the cleaning process of the

surface of the wire rod and to prepare it for the following actions. In the case of iron-

based alloys, in addition to cleaning, the system is able to simultaneously perform

heat treatments. This system contributes to the total elimination of the use of water

and sludge.

Finally, the new composition of the zinc bath allows to lower the temperatures of the

final wire treatment and to reduce the amount of zinc necessary, which leads to a

reduced thickness of zinc necessary to confer corrosion resistance properties; in

addition the production of zinc ash will be reduced thanks to the protective action of

Al.

The following results have been obtained by applying the above mentioned systems:

- reduction of electricity consumption of about 120 kWh/ton in the

descaling and hot dip galvanising processes;

- total elimination of water consumption (-100%)

- total elimination of the use of hazardous substances (hydrochloric acid,

ammonium chloride, zinc chloride) (-100%);

- total elimination of hazardous waste production (-100%);

- total elimination of harmful emissions into the atmosphere deriving from

the use of acids (-100%);

- reduction of harmful vapour emissions from the galvanising baths and

from the production of zinc waste;

- exploitation of metal waste produced in the decaling phase;

- improvement of the working environment.


In addition to the above mentioned environmental benefits, the following technical-

economic benefits will be achieved:

- reduction in zinc consumption;

- improvement of the quality of the finished product (physical properties).

A reduced use of Zinc in favour of aluminium and magnesium leads to lower costs for

the procurement of raw materials. The scarcity of zinc compared to aluminium and

the fact that it can only be found outside the European Union results in high

procurement costs that can be drastically reduced if zinc is replaced with aluminium,

which is available in larger quantities from geographically closer sources.

The savings related to the lower cost of raw materials can be transferred to the end

user thus favouring the diffusion of the new product manufactured with sustainable

methods.


5. Addressee

The addressees of this report are similar to the addressees of the dissemination

plan as the potential stakeholders are the same. During the implementation of the

post-Life actions we will focus on stakeholders in member states other than Italy,

as we had some difficulty contacting them during the project. The categories that

we will try to contact abroad are, however, quite similar to those in Italy.

For the purposes of the activity related to this After-Life Plan, two different

categories of addressees have been taken into account:

• Addressees of the After-Life Plan;

• Addressees of the After-Life “Dissemination” activities;

The different categories of addressees are examined in detail below.

5.1. Addressees of the After-Life Plan

The addressees of this After-Life Plan are the people directly involved in the

project “Dissemination” activities and appointed by the Dissemination Manager,

D.ssa Sylvia Cavatorta, as well a the marketing and communications managers,

personnel in charge of the exhibitions and personnel in contact with the public.

5.2. Addressees of the After-Life “Dissemination” activities

The addressees of the “Dissemination" activities are the following:

• • companies in this sector that process wire rod by drawing and

subsequent galvanising processes;

• companies from sectors dedicated to processing of ferrous alloys through

cold working or that foresee subsequent protective treatments by means of

a galvanising process;

• trading associations for the sector, in particular Federacciai for Italy;

• technology colleges specialising in metal and mechanical work and allied

fields;


• universities, in particularly the Faculties of Engineering;

• the users of the products produced by the processing the wire rod (e.g.

construction companies);

• consumers and users of the mass consumer products manufactured using

wire rod processing (e.g.: private users that purchase mesh and nails for

personal use);

• product resellers.


6. After-Life Plan Objectives

The After Life plan is based on the results obtained by the dissemination activities

carried out during the project.

Excellent results were achieved, in terms of visibility and contacts, during the project

thanks to the diversification of the activities carried out and to the intensive and

continuous way in which they were performed over time.

In particular, the dissemination activities have involved the following:

• Italian universities (e.g. University of Modena and Reggio Emilia And

Polytechnic of the Marche);

• Trade associations such as the Union of Industrialists of Teramo;

• Public bodies such a the council of Teramo and the Environment Department

of Teramo;

• Private companies such as Dayco Europe s.p.a.

The coordinator has decided to follow the same strategy for the execution of the post

Life activities, focusing in particular on certain segments of demand which were not

fully targeted during the project, in particular:

• Companies operating in member countries other than Italy;

In this report we will describe how we intend to target foreign demand segments and

the actions that will be performed to increase visibility and contacts abroad.

Further objectives of the After-Life plan include:

• Assessment of the demand for the products produced;

• Transfer of the technology developed at least to another European company;

• Establishment of networking relationships with other companies in the sector

in order to jointly carry out research and development activities.

As the plant constructed is not able to treat sufficient quantities of products to be

used within the ordinary production cycle, it is of fundamental importance for the

coordinator to assess whether there is a real interest in the products manufactured

and whether to go ahead with the industrialisation of the system. This evaluation is

fundamental because the industrialisation process involves large investments; the

difficult economic situation does not allow the company to make investments that do

not guarantee a return.

The coordinator intends to asses the product demand by contacting two different

categories of stakeholders:

• Direct customers of the company;

• Distributors of Cavatorta products.


The evaluation of distributors will be of particular interest, as their role in the

distribution channel has grown enormously over time; now the distributors actually

perform a first selection of products that meet the requirements to be sold on the end

market.

The contact activity with customers and distributors in order to understand their

feedback on the products, will be carried out directly by the project manager with the

support of some sales agents; the reason for the support of the project manager in

these action is that the aspects to be considered together with customers and

distributors are numerous and cover various company departments. The project

manager is in fact the only person who has the authority to negotiate on any aspect

of the corporate business, from economic conditions, to marketing support, logistics

and so on.

In pursuit of the other objectives (technology transfer and implementation of

networking activities) we will try to focus, even in this case, on the direct relationship

between staff and potential stakeholders; we believe that only through the direct

relationship between two people it is possible to get to know each other and create a

constructive dialogue. The initial contact will be made using electronic or printed

dissemination material and by sending targeted e-mails to interesting contacts. After

the initial contact, the companies of reference will be invited to view the operating

plant at the Cavatorta factory; on that occasion we shall provide samples and printed

material, hoping to convince them to adopt the technology developed or to adapt it to

new applications.

In order to reach the main foreign companies, Trafileria e ZIncheria Cavatorta will ask

its subsidiaries abroad to promote the projects more than what has been done so far.

The company is directly present in the following countries:

• France;

• Portugal;

• Ukraine;

and indirectly in many others.

Training will be organised for sales representatives at the companies abroad, so that

they will be able to explain in detail to their customers how the technology developed

works and they will be able to search for potentially interested partners.


7. After-Life dissemination activity

The dissemination activities that will be carried out in the 3 years following the

project are listed below with an explanation of how they will be implemented.

7.1. Notice boards

The Notice Boards in the company will be kept on display, in particular:

• a Notice board size 150x150 outside the plant in Calestano of Trafileria e

Zincheria Cavatorta S.p.A.

• two Notice board size 80x100cm, placed one in the offices in Calestano of

Trafileria e Zincheria Cavatorta S.p.A. and the other in the offices of the

Cavatorta Group in Parma.

The notice boards will also be used during the trade fairs in which we will take

part, to give greater visibility to the completed LIFE project.

7.2. Website

The website will be constantly updated with the latest news about the project,

as it is a portal of extreme importance for the visibility of the technology

implemented.

The section of the website dedicated to the "MDPATC" project will be

accessible from a special LIFE section that will bring together the group’s

various projects, co-financed by the Community financial instrument. In

addition to this "MDPATC" project, the section will also include the "ES “and

“Ultra Crash Treatment" projects by Metallurgica Abruzzese S.p.A.

7.3. Magazine

Publications in trade magazines have already been carried out after the

conclusion of the project, in fact an article was published in the Casa e

Giardino magazine in November 2013.

In the event of significant developments in the project in future, we will once

again use the publication instrument in magazines both in printed and

electronic format (online).


7.4. Brochure & Flyers

We will continue to distribute the leaflets and flyers created after the

conclusion of the project in both paper and electronic format (corporate

website and Facebook).

Printed dissemination material will be distributed to company visitors and also

during trade fairs and events in which the company will decide to participate. If

necessary, we will reprint material the dissemination material produced.

7.5. Trade Fairs & Events

Participation in trade fairs is of particular importance for the dissemination

strategy developed, which is mainly based on physical contact between

project staff and potential stakeholders.

The company will, therefore, do its best to take part in the greatest possible

number of trade fairs; the main trade fairs we plan to take part in are:

• ENOVITIS, Milan - Italy (November);

• FUR SHOW, Helsinki – Finland (October);

• BIG 5 SHOW, Dubai – UAE (October).

On the corporate stand suitable space will be dedicated to the dissemination

of the project.

A second dissemination event has been organised on 28 March 2014, for the

conclusion of the project. The event has been organized together with

Metallurgica Abruzzese, in order to increase the number of participants.

During the event has been provided detailed data on the results achieved in

both environmental and economic terms and product samples have been

distributed to interested parties.

7.6. Audiovisivual

The audiovisual material produced will continue to be available on the

corporate website, YouTube and on the "Think Eco Live Green" Facebook

page. The video will also be shown on the corporate stand during the trade

shows in which we will take part.

7.7. Display area /samples

The display area at the plant in Calestano, where the products made with the

new process are displayed, will be kept operational.

A display has also been placed at the offices in Parma of the Cavatorta group.

Samples of the new product will be distributed to visitors and customers and

during the trade fairs.


7.8. Letterhead

We have added the LIFE logo and the project number to the new company

letterhead. Letterhead with references to the project will be used for at least 2

years after the date of conclusion of the project.

7.9. Final Event

A second dissemination event has been organised on 28 March 2014, for the

conclusion of the project. The event has been organized together with

Metallurgica Abruzzese, in order to increase the number of participants.

During the event has been provided detailed data on the results achievable in

both environmental and economic terms and product samples has been

distributed to interested parties.

In future, the coordinator will carry out visits to the pilot plant for all those

interested. Staff has already been informed to give priority to the visits of

interested parties over any other activity. During the visits Cavatorta staff will

dedicate the necessary time to provide the explanations required so that

visitors may understand the full potential of the plant developed.

7.10. Newsletter

The newsletter activity already started during the project by sending the

"Moonline" and "Greentouch” newsletters will continue.


8. International activities

The activities described above will be carried out both at national and European

level, with the exception of visits to our company that must necessarily be carried out

only in Italy; foreign companies will however be given the opportunity to visit the pilot

plant.

All the dissemination material has been produced both in Italian and English for

greater diffusion at international level and in electronic format in order to speed up

the process.

The dissemination material is available to the entire corporate network of Trafileria e

Zincheria Cavatorta, also the international one, to provide the group’s employees with

marketing support during their search for networking partners.

The section of the website related to Life can also be viewed on the French version of

the corporate website, as well as the English one, since France is an important

market for Cavatorta’s products.

The international trade fairs will be the main place in which we will try to find contacts

for the transfer of the technology or networking activities. Personnel that will

participate will be duly trained on the project activities so that it will be able to

thoroughly explain the innovative aspects of MDPATC and the advantages

obtainable. During the fairs the flyers and notice boards will be widely used to attract

the attention of other participants and visitors.

Activities abroad will also by supported by an intensive marketing activity in Italy that

will involve sending invitations by e-mail to develop networking activities and

newsletters on the project. The main target of the communication activities will

include companies operating in the sector, trade associations and public

administrations in which the metallurgical sector has a moderate impact on the local

economy.

Through the implementation of the activities described above, the coordinator is

confident of finding a foreign partner to transfer the technology developed or carry

out networking activities for example to adapt the system to other types of products.

If necessary, the company’s marketing department will print some explanatory

leaflets for the international markets, highlighting the advantages that can be

obtained with the system developed.

9. Timetable of the activities planned

After-Life Activities 2013 2014 2015 2016

IV I II III IV I II III IV I II III

Word of mouth

Updating on the development of the project to the national and overseas sales department

Participation in sector trade fairs Enovitis, Fur show, Big 5 show*

Final event

Distribution of disseminative material

Web site update

Letterhead and ref. in catalogue

Posters

Video

Publications on social networks

Publications on magazines

Newsletter

Visits to the company’s premises (pilot line)**

* Depending on staff’s analysis, it will be decided in which fairs the company will be present.

**Depending on the requests.

10. Financial sources

The After- Life activities will be entirely financed by Trafileria e Zincheria Cavatorta.

At the moment it is particularly difficult to define the actual budget that will be

allocated to the post Life dissemination activities, because there are many variables;

below we have tried to provide an approximate budget of the costs that will be

incurred.

ACTIVITY DESCRIPTION COST (€)

Word of mouth Staff Salary 10’000

Updating on the development of the project to the national and international sales department and their activity on field

Manager and salesmen’s salary 40’000

Participation in sector trade fairs Enovitis, Fur show, Big 5 show

Staff salary and stand cost 120’000

Final Event Staff salary, premises,

dissemination materials

3’000

Distribution of disseminative material

Staff Salary 2’000

Web site Disseminative staff salary and

External consultancy

10’000

Letterhead and ref. in catalogue Eventually reprinting -

Pubblication on magazine Purchase of 2 pages 1’400

Visits to the pilot line Technical staff 1’000

Posters Disseminative staff salary in the

case new material is produced

and printed

(500)

Video Video projection during fairs and

events

-

Pubblications on Think Eco Live Green”

Disseminative staff salary 1’000

TOTAL 188’900

Many of the items in the above table are indicative. It is difficult to provide an accurate evaluation of the activities that depend exclusively on the work of employees as it is impossible to predict how much time personnel will dedicate to the activities related to the project; personnel commitment will depend


very much on the response from the outside to the dissemination inputs provided by the company. Furthermore, Trafileria e Zincheria Cavatorta has not yet decided which of the fairs it will take part in, in the coming years, therefore, the cost for the exhibitions is indicative: the cost of taking part in an exhibition in Milan is very different to the cost of taking part in an exhibition in Helsinki.


11. Conclusions

Trafileria e Zincheria Cavatorta is confident that the correct use of the strategies and

instruments listed in the previous sections will lead to excellent results, in particular:

• Increased visibility of the project and Life program at the European level;

• Identification of partners for the transfer of the technology developed;

• Identification of businesses interested in the implementation of joint

Networking activities.

The coordinator is set on achieving the objectives outlined above as it firmly believes

that the project can be the key to significantly improve the environmental impact of

the metallurgical sector in general.

The coordinator also hopes to be an initiator of change in the sector and that the

MDPATC project will not be a point of arrival, but a starting point in the research and

development of processes to reduce the environmental impact in the industry; a

starting point that will stimulate and encourage all those in Europe and in the rest of

the world that are interested in the environment and eco-innovation.

Documents

After-LIFE Communication Plan