Towards an integrated transport system in the Baltic Sea Region

1. Towards an integrated transport system in the Baltic Sea Region • Communication plan incl. corporate identity • July 2009 • Kiki Ann Mauritzson • Communication Officer

2. 4 main tasks for TransBaltic • TransBaltic – a strategic integration of transport patterns and networks • Developing an umbrella framework for transports in the Baltic Sea Region • Developing a decision basis for regional and national investors and implement business concepts in the transport field • Prepare a regional action plan from a sustainable regional development perspective

3. Communication plan • How we network, participate and interact with the world • Reflects a two-way dialogue, where we listen to what our audience want • Design and deliver audience-informed strategies, and then gather feedback to assess the communication impact

4. Communication objectives • The strategy, branding and the common corporate identity/graphic profile, are the foundation and show a professional, strong and trustworthy sender • To overcome differences between different cultures • Working together towards the same goal will strengthen the knowledge about each other. How to take advantage of the differences and the gathered knowledge increases the political recognition, reduce the social and economic differences • Good communication makes the research understandable and influences policymaking • Firsttransfer the view from a local and a national point of view to an international common point of view • Then strengthen the project’s effectiveness, principally to reach the all-embracing goal - providing regional incentives for integration of transport patterns and network in the region within the project period of three years

5. Communication target groups • 21 partners from 9 countries, including the regional authorities Skåne (SE), Västerbotten (SE), Blekinge (SE), Västra Götaland (SE), Stockholm (SE), Lahti (FI), Pomorskie (PL), Warminsko-Mazurskie (PL), Sjaelland (DK), Vest Agder (NO), Eastern Norway County Network (NO) and specific partners (transport and logistic associations, transport administration, universities and research organisations) - act as one strong voice/sender - with one spokesperson/country. • 29 associated and supporting organisations,incl. national transport ministries of Lithuania, Estonia, Norway, Sweden, Poland, Germany and Belarus + Finnish Maritime Administration, 8 organisations from Russia, with Kaliningrad Region, City of Sankt Petersburg, North-West Association of the Eleven Federal Subjects of the Russian Federation and 7 pan-Baltic organisations • Politicians, civil servants in national ministries, members of the European Commission and other external organisations + journalists • Regional and national investorsprivate enterprises like cargo owners and operators

7. The key messages • For the partners: this acquires a common viewpoint on the transport system as well as a common viewpoint on communication around the Baltic Sea. This gives you a great opportunity to act as one strong party in negotiation to achieve the goals of the project; and to create a common identity within the project • For the partners,the cooperation partners and other organisations:TransBaltic is an umbrella project, a forum for consultation. The cooperation also shows that Region Skåne, as the lead partner, is an active, cooperative and independent part. • For the politicians and the journalists: TransBaltic is taking a responsibility for an all-embracing view of the transport system. Within the project we have the knowledge and a common vision for how to develop the transports in the Baltic Sea. The Baltic Sea is a common resource for all the people around the Baltic Sea. • For the investors and enterprises: The infrastructure in the Baltic Sea is worth investing in, as one of the most unexploited regions in the world (?). TransBaltic can be a real “door opener” for the business sector and the nations, meaning other parties can gain success and opportunities from it.

8. Toolbox The project language is English. Translations into other languages is the responsibility of the partners themselves & should be made by experts • Setting the corporate identity and the communication plan plus appoint the persons responsible for communication • Making a public procurement for the domain transbaltic.eu – www.skane.se/transbaltic • Making press releases, articles and ads for the general public and decision makers • Producing printed matters; flyers, brochures, posters, roll-ups, fact sheets, and reports • Lobbying • Arranging seminars, debates, events, press conferences and meetings • Producing electronic news letters, flyers, slide shows • Producing manuals and query forms for the results and the following up of the project

9. Having the right message, the right audience, and the right results is one thing. Delivering them is another. The results must be seen and heard by the relevant people to have an impact. Channels • Apart from the website, the networking is extremely important • National morning papers, the partners must summarize and translate important information and supply the locally, relevant receivers and networks. • Articles will also strengthen Sweden in the context of the European Union presidency and result in the Baltic Sea Strategy. • Events, and well-known channels or channels which have been given a lot of attention, e.g. invitations to debates. • To reach the citizens the media must give attention to the activities, and pushing the tasks into their agenda. • Participation in conferences and events outside Europe will supply the project with useful data. Involving outside organisations and other expertise stresses the issues and might give a new angel of approach within the project.

10. The goal is to affect the receivers to choose something, to create a need. Often there are different disturbing moments on the way, disturbing the ability to catch the messages Noise source The communication process Sender/Speaker(Information source) Messages (channels) Gate keeper Receiver/Audience (destination) distortion Selectiv attention Selectiv remebrance Selectiv reinterpretation Feed back

11. Resources and budget • Receiving clear messages with as little distortion as possible involves effort from both the sender of the message and the receiver. • The communication is only successful when both the sender and the receiver understand the same information as a result of the communication. • A well-considered and professional communication keeps the costs down; lobbying and public relations may result in editorial articles. • What you can achieve depends on the budget. Communication is expensive, the skills to implement the plan and to put it into effect is needed. • High-quality materials and methods for creating materials are needed, and the project require people with the skills to use those methods. • One full time post is a minimum – divided on two persons working with different tasks. And complementary consults in different countries. • All communication tasks; printed matters and events must intercommunicate. Before the printing contact with the communication officer in charge is important.

12. Action list • Set the graphic profile & the communication plan • Making printing matters and templates • Dividing the roles; appointed spokespersons & contact persons for lobbying & meeting media • Making a demanding wish-list for the tender of the transbaltic.eu domain • Benefiting from political occasions and when the key stakeholders are together; distributing project facts and network • Identify relevant actors/networks – find out how to communicate with them • Making agendas and invitations for meetings, work-shops and conferences for politicians, journalists and others • 2010 there will be potential changes in the Swedish government, (with the national elections) which gives great opportunities for pushing the TransBaltic agenda. • Newcomers often want to effect a change, we must supply them with basic data. It might be changes in the other countries’ government as well

13. Branding • To ensure that we are offering the right messages all communication must be branding. The whole layout merged together with the rest of the communication gives an association of status and quality. • At a glance, you know what TransBaltic is. What it wants to be seen as, known and remembered as. Branding represents everything you do. • Making TB recognizable and consistent, as using the same corporate identity, staying true to the messages and communicate in the same way all the time. Gate keepers/communication officers in place check. • Creating a communication committee to review the communication before it is disseminated • One member from the committee attend the board meetings regularly to follow the process, making suggestions what is needed in the terms of communications • Providing media training. • Set the Corporate identity. Create a naming nomenclature for the documents, a good glossary of terms & a list of frequently misspelled or misused words.

14. Feedback • If the communication plan is 100 % successful, our audience receives the messages and their “perception” of the TransBaltic is in the way we want. • The annual reports, media attention in different countries, number of visitors at the events are measurable tasks. • Creating a log how the communication have been received. A list of media references indicating the reach of our communications products. It can be an excellent way to gauge how to improve the project’s communication. • Conducting a formal survey by selecting some people that could provide us with the type of information we need to reflect upon and improve our communications plan. • For instance, the feeling for their perceptions of our communications; we may also target members of both our primary and secondary target groups. • Conducting Key-Informant Interviews. Like a formal survey, this is a technique to gather more in-depth information from stakeholders we feel have a particular insight into our communications. These could also be done through a focus group.

15. Expected results • That the media coverage is larger than ”normal”, because of the Swedish EU-presidency. And also that it is larger than ”normal” in the pressing infrastructure issues. • That exchanges between politicians and civil servants increases in several levels. • That the citizens knowledge and awareness about the development of the Sea and the transport system in the Baltic Sea increases. • That the journalists knowledge and awareness about all the countries around the Baltic Sea, TransBaltic and the Baltic Sea strategy increases.

16. Corporate identity guidelines • The guidelines are the basic tools for producing standard material in the identity • They are not intended to provide a solution to every marketing or publications challenge • To affect, the guidelines must be used by all partners in TransBaltic. They shows a professional, clear and uniform sender. During the project time the content fills more and more – then the sender become more identified. The specific blue and green colours are symbolizing the importance of thinking of the environment and associate to the sea. • The image language in the materal symbolize the transport issues around the Baltic Sea and the international feeling. TB´s willingness to strive upwards and forwards.

17. Guidelines topics The logotypes (see below) are unique, specially created pieces of artwork. The elements of the logos must always appear in their fixed relationship, which may not be altered, adjusted or modified in any way. 1. Logo and graphic elements are placed, as in the templatesTB in the upper right corner (in most cases), the others in the bottom, start from the left2. Clear Space around the logotypes are required3. Sizes are well-proportioned to each other4. Logo colour options are: CMYK Oliv green: C:51 M:0 Y:100 K:24 - Bright blue: C:85 M:8 Y:0 K:0 Pantone (PMS) Olive green: 576 U/C Bright blue: 299 U/C 5. Typography: Trebuchet MS/Bold, size 9 pt Headlines: 9, 12 och 14 pt

18. Roll up double-sided invitation Folder Invitation

19. Thank you for your attention! www.skane.se/transbaltic Kiki Ann Mauritzson Communication Officer Region Skåne kikiann.mauritzson@skane.se Photo: Christian Andersson, Kiki Ann Mauritzson, Sven Persson