Transcript communication and corporate identity

TransBaltic
Towards an integrated transport system
in the Baltic Sea Region
Communication plan
incl. corporate identity
July 2009
Project Part-financed
by the European Union
Kiki Ann Mauritzson
Communication Officer
TransBaltic
Towards an integrated transport system in the Baltic Sea Region
4 main tasks for TransBaltic
1.
TransBaltic – a strategic integration
of transport patterns and networks
2.
Developing an umbrella framework
for transports in the Baltic Sea Region
3.
Developing a decision basis for regional
and national investors and implement
business concepts in the transport field
4.
Prepare a regional action plan from a
sustainable regional development perspective
Project Part-financed
by the European Union
TransBaltic
Towards an integrated transport system in the Baltic Sea Region
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
Project Part-financed
by the European Union
TransBaltic
Towards an integrated transport system in the Baltic Sea Region
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 policy
making
•
First transfer 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 allembracing goal - providing regional incentives for integration of transport
patterns and network in the region within the project period of three years
Project Part-financed
by the European Union
TransBaltic
Towards an integrated transport system in the Baltic Sea Region
Communication target groups
1.
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.
2.
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
3.
Politicians, civil servants in national ministries, members of the
European Commission and other external organisations + journalists
4.
Regional and national investors
private enterprises like cargo owners and operators
Project Part-financed
by the European Union
TransBaltic
Towards an integrated transport system in the Baltic Sea Region
Project Part-financed
by the European Union
TransBaltic
Towards an integrated transport system in the Baltic Sea Region
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.
Project Part-financed
by the European Union
TransBaltic
Towards an integrated transport system in the Baltic Sea Region
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
Project Part-financed
by the European Union
TransBaltic
Towards an integrated transport system in the Baltic Sea Region
Channels
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.
Project Part-financed
by the European Union
•
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.
TransBaltic
Towards an integrated transport system in the Baltic Sea Region
The communication process
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
Sender/Speaker
(Information source)
Messages
(channels)
Gate
keeper
Receiver/Audience
(destination)
distortion
Feed back
Project Part-financed
by the European Union
Selectiv attention
Selectiv remebrance
Selectiv reinterpretation
TransBaltic
Towards an integrated transport system in the Baltic Sea Region
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.
Project Part-financed
by the European Union
TransBaltic
Towards an integrated transport system in the Baltic Sea Region
Action list
1. Set the graphic profile & the communication plan
2. Making printing matters and templates
3. Dividing the roles; appointed spokespersons &
contact persons for lobbying & meeting media
4. Making a demanding wish-list for the tender
of the transbaltic.eu domain
5. Benefiting from political occasions and when the
key stakeholders are together; distributing project facts and network
6. Identify relevant actors/networks – find out how to communicate with
them
7. Making agendas and invitations for meetings, work-shops and conferences
for politicians, journalists and others
8. 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
Project Part-financed
by the European Union
TransBaltic
Towards an integrated transport system in the Baltic Sea Region
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.
1. Creating a communication committee to review the
communication before it is disseminated
2. One member from the committee attend the board meetings
regularly to follow the process, making suggestions what is
needed in the terms of communications
3. 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.
Project Part-financed
by the European Union
TransBaltic
Towards an integrated transport system in the Baltic Sea Region
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.
–
•
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.
–
•
Project Part-financed
by the European Union
The annual reports, media attention in different countries,
number of visitors at the events are measurable tasks.
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.
TransBaltic
Towards an integrated transport system in the Baltic Sea Region
Expected results
• That the media coverage is larger than
”normal”, because of the Swedish EUpresidency. 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.
Project Part-financed
by the European Union
TransBaltic
Towards an integrated transport system in the Baltic Sea Region
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.
Project Part-financed
by the European Union
TransBaltic
Towards an integrated transport system in the Baltic Sea Region
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 templates
TB in the upper right corner (in most cases),
the others in the bottom, start from the left
2. Clear Space around the logotypes are required
3. Sizes are well-proportioned to each other
4. 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
Project Part-financed
by the European Union
TransBaltic
Towards an integrated transport system in the Baltic Sea Region
Roll up
double-sided invitation
Folder
Invitation
Project Part-financed
by the European Union
TransBaltic
Towards an integrated transport system in the Baltic Sea Region
Thank you for your attention!
www.skane.se/transbaltic
Kiki Ann Mauritzson
Communication Officer Region Skåne
[email protected]
Photo: Christian Andersson,
Kiki Ann Mauritzson, Sven Persson
Project Part-financed
by the European Union
TransBaltic
Towards an integrated transport system in the Baltic Sea Region