Transcript Publicity Requirements - Northern Periphery Programme

Information & Publicity Requirements
Lead Partner Seminar
20th January 2011, Friars Carse Hotel, Dumfries, Scotland
Kirsti Mijnhijmer
Overview
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Project Role
NPP expectations for project communication strategies
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Internal communication
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External communication
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Target audiences
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Professional standard
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Benefits of a solid communication Strategy
Publicity Requirements
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European Commission
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NPP 2007-2013
Monitoring
Next Steps
For more information
Project Role
Project Role
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NPP communication strategy: cooperative effort
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Projects form the link between the programme and citizens in the area
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The programme needs to demonstrate tangible outcomes for the future
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Programme communication resources limited
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For this reason projects are expected to:
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Promote products and services
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Feedback (expected) outcomes to the programme level: indicators, examples of
promotional materials, success stories, case study
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Develop mandatory communication tools within first 6 months
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Budget for attending programme events
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Follow EU & NPP publicity requirements
NPP expectations for project communication strategies
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Internal communication
External communication
Target audiences
A professional standard
Benefits of a solid communication strategy
Internal Communication
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Consider the information flow within the partnership
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Develop a routine/model for keeping track of progress
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How do you involve associated partners/stakeholders
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What is the decision making structure
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Especially important for Lead Partners: responsible for monitoring
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Information structure can be part of Partnership Agreement
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For example, agreement on how to deal with conflicts, delays, etc.
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Detailed division of tasks and responsibilities.
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External Communication
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Projects have a communication strategy, which forms an integral part of project
implementation: the communication strategy at the centre.
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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).
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A business perspective
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Attributes are clearly defined (marketing arguments)
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The operation/cooperation is of secondary importance
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Project communication measures demonstrate what is under development
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Project communication measures demonstrate the business potential of
products/services and by that demonstrate their viability
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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)
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Target Audiences
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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).
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Define your target audiences
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Be realistic
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Define their goals
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Adjust your communication to meet their expectations and your objectives
 Brand, layout, language, information, etc.
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Potential target audiences:
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End users
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Other stakeholders
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Policy makers
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General public
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Financiers
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Own organisation
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A Professional Standard
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Your project communication measures should demonstrate your project’s right to
exist
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Justify use of tax payers’ money
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Value for money and ROI: for general public but also for investors such as the
PMC
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Transparency and accountability
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Your project communication measures speak for the programme and for the EU (and
Non Member States)
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Communication measures are expected to meet a professional standard
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Similar to other parts of project implementation
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Get experts where needed
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Budget accordingly: approx. 5% of the project budget
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Benefits of a Solid Communication Strategy
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Expected outcomes of a successful communication strategy:
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Raised awareness with the general public
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Better project implementation and therefore better achievement of project
objectives
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Better viability of the project outcomes
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Better internal communication between project partners and better management
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Attracting more match funding and outside investments from participating
organisations and other stakeholders
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More political support and support from citizens to ensure a longer lasting impact
of the project and more future support.
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Communication is not just a burden or an expense: it can add value
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You do not need to be an expert: use your common sense
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Publicity Requirements
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European Commission
NPP 2007-2013
Publicity Requirements – European Commission
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European Information & publicity requirements for projects:
Commission Regulation No 1828/2006, Articles 8 and 9 (and Annex 1)
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Requirements:
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Lead Partners are responsible for informing the public and partnership about
assistance received from ERDF
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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”
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Small promotional objects only need to have the EU flag and reference to the
European Union
Failure to comply can lead to grant cuts!
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Publicity Requirements – European Commission
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European Flag
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Guidance in Annex 1 of Regulation 1828/2006
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Official colours: Pantone Reflex Blue and Pantone
Yellow 2C
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Do not place it upside down!
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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
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More information and downloads on:
http://europa.eu/abc/symbols/emblem/index_en.htm
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Publicity Requirements – NPP 2007-2013
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Programme logo
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To be included on all publications together with EU flag
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Visual Guidelines
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Mandatory communication tools within first 6 months:
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Project website
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Project logo
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Promotional material for conferences, seminars, exhibitions, etc.
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Project presentation in PowerPoint format outlining the project’s objectives
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Completion of a brief project case study based on an NPP template
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Submission of small collection of photos relevant to the project
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Expected attendance at joint activities such as (should be budgeted for):
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Lead Partner and partner seminars
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One thematic seminar
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One additional training seminar
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Publicity Requirements – Graphical Elements
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Example of correct use of the mandatory graphical elements:
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Graphical elements available on the NPP website.
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Monitoring
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Monitoring
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Progress on communication activities is monitored through communication
indicators and questions in the activity and final report
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Why?
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To monitor progress made on the NPP requirements
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The aggregated project communication indicators feed into programme
communication indicators, which are reported to the Commission in the
Annual Report
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To identify best practices
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Activity Report
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8.1 Communication indicators
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8.2 Communication tools
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8.3 Analysis of performance on communication activities
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8.4 Certification of compliance with NPP and European publicity
requirements
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Question 8.1
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Communication Indicators
Purpose: to measure
progress on the mandatory
communication measures
and expected attendance
at NPP events
Accumulative
Communication Indicators (accumulative)
N° of websites developed
N° of visitors on website
N° of project logos developed
N° of promotional materials developed
N° of copies of promotional materials distributed or downloaded
N° of PowerPoint presentations developed
N° of project case studies submitted
N° of project picture libraries developed
N° of times the project attended an Annual Conference
N° of times the project attended a Lead Partner & Partner
Seminar
N° of times the project attended a Thematic Event
N° of times the project attended a Training Seminar
N° of times the project attended an event organised by a
Regional Contact Point
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Question 8.2
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List all communication
tools and promotional
materials developed
Purpose: to exemplify
indicators given in question
8.1
Examples:
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Brochure
Website
exhibition roll-up
PowerPoint presentations
Pens
Accumulative: list grows as
project progresses
Do not forget the
mandatory tools
Communication Tools (so far)
Date
Type of
tool/material
Short description
Target
group(s)
15-06-2009
Brochure
General public,
stakeholders,
policy makers
01-08-2009
Website
30-09-2009
Exhibition
materials
…
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Title: “CoSafe will
change the world”.
This is a general
introduction to the
project, its objectives
and the planned
activities.
Public website about
the project and
intranet for the
project partners
A set of roll-ups to
display the different
work packages.
…
General public,
partnership
Stakeholders,
policy makers,
end users
…
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Questions 8.3 and 8.4
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Question 8.3
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Provide an analysis of the internal and external communication activities
performed during this reporting period.
 What activities worked well, what activities did not work well?
 How do you see your overall communication performance?
 Mention any (innovative) steps your project has taken to enhance its
communication performance.
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Purpose: to get a sense of general performance on communication and best
practices
Question 8.4
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Certification of compliance with the NPP and European publicity requirements
 All promotional materials comply with the NPP and European publicity
requirements, which can be found in the Programme Manual and Commission
Regulation No 1828/2006, Articles 8 and 9.
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Purpose: to ensure that the project complies with the regulation
 This is a matter of eligibility: European Commission recommends a 2% flat
rate cut
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Case Study Template
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Part of mandatory measures
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At start and end of project
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Online case study (Lead Partner)
Form:
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Project Details
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Lead Partner details, Partnership
Project description
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Title and acronym, Start/end date
Priority and objective
Budget and funding
Synopsis
Aims and objectives
Expected outcomes
Achieved outcomes
Information & Communication
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Logo
Project message
Publications
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Next Steps
Next Steps
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Assessment of the communication plan for Annual Report 2010
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Website survey
New web platform for visualising project outcomes
For more information
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For more information
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Websites
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Programme website, www.northernperiphery.eu
 Downloadable graphical elements: flag and logo
 Presentations previous events (InfoComm training, project websites
workshop)
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LinkedIn Group “European Project Communications”,
http://www.linkedin.com/groups?mostPopular=&gid=1984695
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Documents
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Programme Manual “Part 1: How to Apply” – communication strategy
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Programme Manual “Part 2: How to Apply an NPP Project” – requirements
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Commission Regulation (EC) No. 1828/2006, articles 8 and 9 and annex 1
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Contact details
Kirsti Mijnhijmer, Programme Manager for Information & Communication
Tel.: +45 3283 3784, E-mail: [email protected]
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Thank you for listening!