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Szilvia Meszaros
Hungary
Moderator
Matthias Vorhauer
ESF communication, Saxony, Germany
Two funds, one strategy
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Matthias Vorhauer
ESF Managing Authority
Saxony, Germany
Brussels, 9-10 December
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Seven more years!
Brussels, 9-10 December
Joint strategy
What do we want?
Great communication!
A basis for dealing with– a multitude of ESF and ERDF programs,– target groups,– and communication situations.
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Brussels, 9-10 December
Joint strategy
Why do we want it?
To do our job in the best possible way:– Promoting the regional programs– Promoting the output of EU-funding
Pulling together resources for the big plans
Work once instead of doing things twice
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Brussels, 9-10 December
Joint strategy
How do we get it?
Ignorance and confidence
Partner up
KISS
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Brussels, 9-10 December
From zero to hero?
Beginning of process in 2012
Assessment: experiences, papers, workshops
Partner: private communication agency as coach/sparring partner/moderator
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Brussels, 9-10 December
Content is king
Strategy as framework for annual action plans Level 1: key objectives, target groups,
messages Level 2: communication channels/tools
according to key objectives Three qualitative principles:
– Activities are connected, no isolated events– Snowball effect: activities create additional
communication opportunities– Create one or two highlights each year
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Brussels, 9-10 December
State of play
First draft being checked with confirmed regulation
In 2014: involving– many players in administration, stakeholders
– the members of the monitoring committee
As soon as operational programms have green light, proposal/resolution in monitoring committee
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Brussels, 9-10 December
We shall overcome
No final partnership agreement/operational programs
Consistency/innovation ratio
Structural challenges
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Brussels, 9-10 December
In a nutshell
We want to deliver the best communication possible
We've got the tools – or at least we can make some of them
It's all about resources
Get help, involve
Focus on the framework
Keep it simple
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Brussels, 9-10 December
Please contact:
Matthias Vorhauer
Saxon State Ministry for Economic Affairs,
Labour, and Transport | ESF Managing Authority
Wilhelm-Buck-Str. 2 | D-01097 Dresden
+49 (0)351.564.8236
www.strukturfonds.sachsen.de
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Brussels, 9-10 December
Brussels, 9-10 December
Patrick Wouters & Marianne Schrama
Agentschap SZW
Ministry of Economic Affairs,Agriculture & Innovation
Preparing a multi-fund communication strategy
the Dutch experience
Communication strategy ERDF-ESF 2014 - 2020
Patrick Wouters & Marianne Schrama
How it started
• Many organizations involved in Europe – public (1828)
• Lack of shared messages• Small individual communication activities• Expensive and ineffective• Separate worlds
So, joining forces• Permanent Representation• Ministery of Economic Affairs• ERDF• ESF • INTERREG
Goal
• Reach the general public, wider scope• No more waste of energy and money• Better results• Feeling better
Results so far• Circus campaign EU in 2009:
– Photo exhibition– Europaomdehoek.nl
• Midterm evaluation ERDF in 2010• Europa Kijkdagen (open days) in 2011, 2012 &
2013
Conclusions
• We understand each other • We reinforce and inspire each other• We want to continue and enlarge
Strategy• Process• Content
Process 1
• Start from the current situation• But…
– Different mind sets – Transnational programs cautious
Process 2
• Confidence must grow • Step by step• Willingness to work together
Process 3
• ESF & ERDF writing• EFF and Rural Development Program
closely involved• Transnational programs involved in the
background
Headlines strategy 1• Target groups defined• Core message defined• Goals for communication vary by stage of the
new period• Possibilities for cooperation vary by stage of the
new period as well
Headlines strategy 2• Co-operate where possible• Respect and room for differences • Projects are the key • Other funds are welcome
Current situation
• Strategy finished• Operational program managers ERDF and
ESF agreed
Further steps• Apply strategy on OP’s, year plans and activities
• Continue cooperation:– www.europaomdehoek.nl– Europa om de hoek Kijkdagen (open days)
• Expand cooperation:- joint activities - develop formats- single webportal
Lessons learned• Check assumptions• Mutual trust is the basis • Write together• Give the process and the partners time • Cooperation is an opportunity, not a threat
Questions ?
• Ministry of Economic Affairs
Marianne Schrama• Agentschap SZW
Patrick Wouters
Brussels, 9-10 December
