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Creative communication ideas in times of budgetary restrictions
Media campaign “EU Structural Assistance in Estonia”
Helen Ojamaa, MoFMartin Miido, MoEC
SF communication system in Estonia
• 2 programming periods• 1 communication strategy• 3 communication plans and responsible leading
ministries• 17 implementing bodies
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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.
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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 5 major radio stations (audience over 20% of population)
- 4 national dailies
- ca 22 regional papers
- ca 10 national weeklies
- ca 50 magazines
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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
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Media campaign “EU Structural Assistance in Estonia”
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
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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
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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
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Introduction for participation
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Campaign
introduction page
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How to participate
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ResultsSinu 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
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Unique visitors by weeksSinu logo
Daily page-viewsSinu logo
Lessons we learned
• No money, BIG deal: good ideas are possible with little money
• Two heads are better than one: cooperation with beneficiaries and different media channels
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Thank You
Helen Ojamaa, Ministry of Finance
Martin Miido, Ministry of Economic Affairs and Communications