Derville Brennan

Programme Executive (Research and Communications), Southern & Eastern

Regional Assembly, Ireland

Moderator

‘Europa Kijkdagen’Ambassadors ‘around the

corner’ telling the story

Mieke Cornet, Management authority West-Netherlands

Sigrid Tersteeg, Management authority Northern Netherlands Provinces

Brussels, 9-10 December

Introduction

• From a local idea to a national event• Motivation• Communication• Results• Lessons learned

Brussels, 9-10 December

Pleased with Europe day 2009

• EC Regulation 1828/2006, art. 7• Show results ‘around the corner’• Target group: citizens• National holiday• European elections

Brussels, 9-10 December

Communication

Local campaign elements:• Radio commercial• Advertising• Website• Billboards/posters• Special door to door newspaper

Brussels, 9-10 December

Results and lessons learned

• 9 projects opened their doors• Project locations: 1200 visitors • Website: 1300 unique visitors • Free publicity• Budget: 30,000 euro

Brussels, 9-10 December

Mix local events…

• South: event SMEs• East: regional Europe tour• West: Pleased with Europe day

To a national event in 2011.

Brussels, 9-10 December

National event Europa om de hoek Kijkdagen

• Approach:- working together- joint communication strategy- projects telling the story

• Europa Kijkdagen:-175 projects open for the public-12 ERDF-programs (4 regional + 8 ETC)- European Commission, 2 Ministries

Brussels, 9-10 December

Communication

• Projects telling the story: reliable messenger ’around the corner’

• Free publicity by networks• National campaign, customized per region• Additional communication by the regions • Website http://www.europaomdehoek.nl

Brussels, 9-10 December

Organisation

• Partners at multiple levels• Project selection and communication by regional

programs• Central coordination and support by ministries• Alignment between regional and ETC-programs• Selection criteria for projects

Brussels, 9-10 December

Website

Brussels, 9-10 December

Facts & Figures 1

• 2013: 170 projects – 14.000 visitors• 2012: 150 projects – 12.000 visitors• 2011: 104 projects – 11.600 visitors• 2009: 9 projects - 1.200 visitors

Brussels, 9-10 December

Facts & Figures 2

Twitter441 followers1,701 following591 tweets

Clipit1798 messages, of which

- 1,462 social media messages- 336 news, days off, bigger organisations

Conservative news value: € 159,465 Reached: 1,130,086 people

Brussels, 9-10 December

Fact & Figures 3

Facebook

86 followers141 following116 posted messages Reached: 15,449 people

Brussels, 9-10 December

Facts & Figures 4

Youtube31 videos 13,257 viewsFew interaction, due to amount of videos

LinkedIn37 followers, mostly ‘incrowd’

Brussels, 9-10 December

Facts & figures 5

• Budget 2009 – 30,000 euro• Budget 2013 – 40,000 euro

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Results 2013

• Free publicity by networks• Few media attention• Social Media• Excellent cooperation between participating

organisations

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Lessons learned and conclusions

• More focus on ‘innovation’ ?• Briefing the projects thoroughly is essential• Publicity campaigns by the projects themselves are crucial• Process takes time, so start early

Conclusions:

• Many good ambassadors ‘around the corner’• Projects need help • Free publicity by networks ‘works’• Collaborating and teamwork makes fun and pays off

Brussels, 9-10 December

Are there any questions?

Brussels, 9-10 December

Sigrid Tersteeg

Senior Communication Officer, Northern Netherlands Provinces

Brussels, 9-10 December