110 likes | 158 Views
Implementing a comprehensive communication strategy to raise public awareness, deliver attractive messages, and promote local engagement with EU Structural Funds in Estonia. Utilizing tools like road shows, journals, and TV programs to reach target groups and achieve positive media coverage. Emphasis on promoting common messages effectively and simplifying information for better understanding.
E N D
Nation-wide communication campaigns in small Estonia Kristi Jõesaar Annika Vilu Managing Authority Ministry of Finance of Estonia
Small Estonia • Population: 1 344 684 • Area: 45 227 km² • Capital: Tallinn • 15 regions • Media landscape: • 3 national TV channels • Ca 30 radio stations • 7 national dailies • Ca 22 regional papers • Ca 10 national weeklies • Ca 50 magazines • SF communication system: • 2 programming periods • Objective 1 • 1 communication strategy • 3 communication plans and responsible leading ministries • 20 implementing bodies
Why and how? 93% of population has heard that Estonia receivessupport from the EU and 24% have heard of SF Complicated subject for the public Goals: • Public awareness • Attractive message • Local approach • Common messages Tools: • Road show • Journal • TV programme Difficult to promote to the media Capital – centred information Too much information, too many sources
2003: introducing EU Structural Funds • 2005: collecting feedback from beneficiaries • 2007: launching the new programming period Road show Goals: • Rise awareness of SF • Present SF on the local level • Target common message to wide public • Achieve positive media coverage on local level Target groups: • General public • Potential applicants • Local media • Municipalities
Road show 2007 How? • 15 counties/regions • Co-operation with intermediate bodies • Co-operation with local development centres and county governments • Format – information day When? • October - December What? • Overview of old and new programming period • Presentations of supported fields • Success stories • Information about application possibilities, contacts • Questions-answers
Road show 2007 Promotion: • Adverts in newspapers • Clips on radios • Banners at websites • Press releases • Announcements via e-mail lists • Articles in regional newspapers Media coverage: • Article in regional newspaper • Introducing article in weekly paper • News on radio • News on television
2005: possibilities • 2006: success stories • 2007: new programming period The journal Goals: • Rise awareness of SF • Present overall benefit – national and regional development • Reach target groups on local level Target groups: • General public • Potential applicants • Other media channels Tool: • Local and daily newspapers (insertion over 100 000 copies) • 28 pages, coloured, environmentally friendly paper Content: • Success stories • Overview of application, supported fields
2005: previous period • 2007: new programming period TV programme Goals: • To rise awareness of SF • To present overall benefit – national and regional development Target groups: • General public • Potential applicants Tool: • National public television • 10-series, half an hour Content: • Introduction of SF system • Overview of application, supported fields • Success stories on local/national/EU level • Entertainment
Results/Lessons learned Thank you! Kristi Jõesaar & Annika Vilu www.struktuurifondid.eestruktuurifondid@fin.ee