Transcript Goals
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 receives support from the EU and 24% have heard of SF Capital – centred information Goals: Public awareness Attractive message Local approach Common messages Tools: Road show Journal TV programme Complicated subject for the public Difficult to promote to the media Too much information, too many sources 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 2003: introducing EU Structural Funds 2005: collecting feedback from beneficiaries 2007: launching the new programming period 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 Results/Lessons learned + - Rise of awareness Too many co-operation partners, difficult to manage Active participation Too general messages Attraction for media/Large media coverage Duration of a day Going local Co-operation with local development centres Every information day is different from previous, you cannot plan details 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 Results/Lessons learned + Stories from different regions Infotainment: crossword Networking Continuity In Estonian and Russian Source for other channels Large audience Well-known Positive feedback from readers Limited content Competence of journalist 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 + - Stories from different regions Competence of journalist National public TV Air time Infotainment Spokespersons Funny sketches Spokespersons Source for other channels Large audience Well-known Thank you! Kristi Jõesaar & Annika Vilu www.struktuurifondid.ee [email protected]