EU Structural Assistance in Estonia Media Campaign - Creative Communication Ideas on a Budget

1. Sinu logo Creative communication ideas in times of budgetary restrictions Media campaign “EU Structural Assistance in Estonia” Helen Ojamaa, MoFMartin Miido, MoEC

2. Sinu logo SF communication system in Estonia • 2 programming periods • 1 communication strategy • 3 communication plans and responsible leading ministries • 17 implementing bodies

3. Sinu logo Publicity coordination • Communication of the structural assistance is implemented through a cooperation network: Managing Authority (MA),1st level intermediate bodies (incl leading ministries) (IB), 2nd level intermediate bodies • Communication Network (members from IB) • Meetings take place in every 1-2 months. • Activities taken together, in 2010 all 3 OP-s common major event – media campaign, assessing OP communication plans etc.

4. Sinu logo Reaching the public (1) • Target groups: • wider public, incl. journalists • potential applicants and applicants • final recipients • beneficiaries • steakholders • Media landscape: • 7 nation-wideTV channels • ca 5major radio stations (audience over 20% of population) • 4 national dailies • ca 22 regional papers • ca 10 national weeklies • ca 50 magazines

5. Sinu logo Reaching the public (2) • Awareness: • 88% of population has heard that Estonia receives support from the EU and 52% have heard of Structural Assistance • 47% has heard of European Regional Development Fund

6. Sinu logo Media campaign “EU Structural Assistance in Estonia”

7. Sinu logo About the campaign • Joint Major Event in 2010 of all 3 national OPs in Estonia • Promoting ERDF, CF and ESF • Budget 10 200 euros = € 0,02 per person reached by the campaign • Aims: • introduce the double logo to wider public • introduce the opportunities of using the EU Structural Assistance and variety of funded projects

8. Sinu logo Campaign rules • Duration 2 months (July 1st – August 26th) • Weekly drawings and main prize • All prizes set out by the beneficiaries • 4 steps to participate: - find the logo - take a picture with a person standing beside it - register a user - upload photo

9. Sinu logo Main channels • Main channels – 1 online news-portal and a group of 3 radio-channels • Main activity in online news-portal environment: - promotion banners, - campaign’s central website (additional information, registration, photo up-load - list of the projects samples • Social media

10. Introduction for participation Sinu logo

11. Campaign introduction page Sinu logo

12. How to participate Sinu logo

13. Results Sinu logo

14. Sinu logo Results • 2229 photos from 348 users • Promotional banners and central website were visible to 643 000 people • Radio-channels covered altogether 493 000 people • 25 000 unique visitors on campaign`s website

15. Sinu logo Unique visitors by weeks

16. Sinu logo Daily page-views

17. Lessons we learned Sinu logo • No money, BIG deal: good ideas are possible with little money • Two heads are better than one: cooperation with beneficiaries and different media channels

18. Sinu logo Thank You Helen Ojamaa, Ministry of Finance Martin Miido, Ministry of Economic Affairs and Communications