Transcript Project_Communication - Northern Periphery Programme

Project Communications
How to Apply Seminar
16th February 2011 – Copenhagen
Kirsti Mijnhijmer
Overview





Project Role
NPP expectations for project communication strategies

Internal communication

External communication

Target audiences

Professional standard

Benefits of a solid communication Strategy
Publicity Requirements

European Commission

NPP 2007-2013
Next Steps
For more information
Project Role

NPP communication strategy: cooperative effort

Projects form the link between the programme and citizens in the area

The programme needs to demonstrate tangible outcomes for the future

Programme communication resources limited

For this reason projects are expected to:

Promote products and services

Feedback (expected) outcomes to the programme level: indicators, examples of
promotional materials, success stories, case study

Develop mandatory communication tools within first 6 months

Budget for attending programme events

Follow EU & NPP publicity requirements
NPP expectations for project communication strategies





Internal communication
External communication
Target audiences
A professional standard
Benefits of a solid communication strategy
Internal Communication

Consider the information flow within the partnership

Develop a routine/model for keeping track of progress

How do you involve associated partners/stakeholders

What is the decision making structure

Especially important for Lead Partners: responsible for monitoring

Information structure can be part of Partnership Agreement

For example, agreement on how to deal with conflicts, delays, etc.

Detailed division of tasks and responsibilities.
5
External Communication

Projects have a communication strategy, which forms an integral part of project
implementation: the communication strategy at the centre.

It is essential for the viability of project outcomes that projects can communicate their
products and services to the relevant target audiences (end users/financiers).

A business perspective

Attributes are clearly defined (marketing arguments)

The operation/cooperation is of secondary importance

Project communication measures demonstrate what is under development

Project communication measures demonstrate the business potential of
products/services and by that demonstrate their viability

A communication strategy should be in place from the start of the project to reach
self sufficiency at the end of the project (exit strategy)
6
Target Audiences

It is essential for the viability of project outcomes that projects can communicate their
products and services to the relevant target audiences (end users/financiers).

Define your target audiences

Be realistic

Define their goals

Adjust your communication to meet their expectations and your objectives
 Brand, layout, language, information, etc.

Potential target audiences:

End users

Other stakeholders

Policy makers

General public

Financiers

Own organisation
7
A Professional Standard

Your project communication measures should demonstrate your project’s right to
exist

Justify use of tax payers’ money

Value for money and ROI: for general public but also for investors such as the
PMC

Transparency and accountability

Your project communication measures speak for the programme and for the EU (and
Non Member States)

Communication measures are expected to meet a professional standard

Similar to other parts of project implementation

Get experts where needed

Budget accordingly: approx. 5% of the project budget
8
Benefits of a Solid Communication Strategy

Expected outcomes of a successful communication strategy:

Raised awareness with the general public

Better project implementation and therefore better achievement of project
objectives

Better viability of the project outcomes

Better internal communication between project partners and better management

Attracting more match funding and outside investments from participating
organisations and other stakeholders

More political support and support from citizens to ensure a longer lasting impact
of the project and more future support.

Communication is not just a burden or an expense: it can add value

You do not need to be an expert: use your common sense
9
Publicity Requirements


European Commission
NPP 2007-2013
Publicity Requirements – European Commission

European Information & publicity requirements for projects:
Commission Regulation No 1828/2006, Articles 8 and 9 (and Annex 1)

Requirements:

Lead Partners are responsible for informing the public and partnership about
assistance received from ERDF


All information and publicity measures must include:
 The European flag (emblem) and a reference to the European Union
 A reference to the fund: “European Regional Development Fund”
 Programme statement: “Innovatively investing in Europe’s Northern Periphery
for a sustainable and prosperous future”

Small promotional objects only need to have the EU flag and reference to the
European Union
Failure to comply can lead to grant cuts!
11
Publicity Requirements – European Commission

European Flag

Guidance in Annex 1 of Regulation 1828/2006

Official colours: Pantone Reflex Blue and Pantone
Yellow 2C

Do not place it upside down!

Reproduction:
 Preferably in colour
 On a colour background: white rectangular
border
 White and blue: Reflex blue and stars in white
 Black and white: black stars on white
background

More information and downloads on:
http://europa.eu/abc/symbols/emblem/index_en.htm
12
Publicity Requirements – NPP 2007-2013

Programme logo

To be included on all publications together with EU flag

Visual Guidelines

Mandatory communication tools within first 6 months:

Project website

Project logo

Promotional material for conferences, seminars, exhibitions, etc.

Project presentation in PowerPoint format outlining the project’s objectives

Completion of a brief project case study based on an NPP template

Submission of small collection of photos relevant to the project

Expected attendance at joint activities such as (should be budgeted for):

Lead Partner and partner seminars

One thematic seminar

One additional training seminar
13
Publicity Requirements – Graphical Elements

Example of correct use of the mandatory graphical elements:

Graphical elements available on the NPP website.
14
Next Steps


Assessment of the communication plan for Annual Report 2010

Website survey
New web platform for visualising project outcomes
For more information

Websites

Programme website, www.northernperiphery.eu
 Downloadable graphical elements: flag and logo
 Presentations previous events (InfoComm training, project websites
workshop)

LinkedIn Group “European Project Communications”,
http://www.linkedin.com/groups?mostPopular=&gid=1984695

Documents

Programme Manual “Part 1: How to Apply” – communication strategy

Programme Manual “Part 2: How to Apply an NPP Project” – requirements

Commission Regulation (EC) No. 1828/2006, articles 8 and 9 and annex 1

Contact details
Kirsti Mijnhijmer, Programme Manager for Information & Communication
Tel.: +45 3283 3784, E-mail: [email protected]
16
Thank you for listening!