Make it sexy Communication best practice JeanChristophe Binetti
§ Make it sexy! Communication best practice § Jean-Christophe Binetti, CONVIS CONSULT & MARKETING Berlin / Paris
Helping beneficiaries communicate How managing authorities § provide information to beneficiaries on their responsibilities (and their opportunities) relating to information and publicity § encourage beneficiaries to communicate effectively on their projects § support and guide the beneficiaries
Do you know who are your beneficiaries ? § Beneficiaries are heterogeneous – Size, structures (ESF / ERDF / INTERREG / …) – Goals, motivation to communicate – Know how, resources § Beneficiaries are similar – Not time, to complicated – Expectations are not clear – Carrot and (or) stick – They need to communicate
What is the role of the communication manager in the managing authority? Innovator Evaluator Trainer Task force Consulting Manager Designer Network moderator Project steering manager
Continuous improvement of global communication about the EU Information publicity Sich informieren Abstimmen Handeln Do it together Inform & sensitize Promote projects
What are the suitable communication channels ? European Commission Level 1 Managing authority Local third parties prof. Level 2 organisations, NGOs, etc beneficiaries Level 4 Final beneficiaries like Trainees Level 5 General public MEDIA Level 3
Suitable tools to inform and support the beneficiaries Tasks managing authority Tools Remarks / Examples Assign duties Formal agreement, personalised letter, task list clearly formulated Adapted to the different programs, targets, with simple formulated task sheet Stimulate Motivation Seminar for partner networks and beneficiaries, realization of concerted communication actions, focus on projects PR working groups, Target group oriented post card campaign, good practice project database Provide support and guidance Practice handbook, example & good practice, hot line, Communication web suite for projects Viva-europa game for young people, communication ambassadors, communication kit for trainers Evaluate effects Check list self evaluation, media response analysis bench marking and reporting is facilitating
Assign duties Formal agreement supplied with: § Amount of EU-co-financing § Clearly formulated rules and responsabilities § Added designed flyer about communication § Links to the online guideline for communication
Support with practical guidelines § Adapted to the needs of the target § Practical examples § Methodical background
Network dedicated materials Publicity campaign together with beneficiaries Dedicated to the target group of several beneficiaries Intranet for beneficiaries community Share information about events, communication actions, best practice of communication Post card Intranet campaign
Support the communication of beneficiaries / Projects Project Video Good Press Practice map database Event Material Seminar Partners Kit
Museum ticket § 4000 tickets distributed per day! § 0, 00 € cost, only creative energy § Good communication relay to citizen
Highlight projects and beneficiaries § 4791 Projects in Berlin § 629 beneficiaries
Web-toolbox to support beneficiaries to communicate
Goal: Continuous improvement of your communication PLAN REPORT & ADAPT report and adapt your communication plan EVALUATE plan your communication actions IMPLEMENT evaluation of your communication actions implementation of your communication actions
Tool & Method: Delphi - Developing European Local Performance Heightening Information Create Web portal – community – manage regional actors – PR guideline – Checklist self evaluation – news – forum – communication plan – communication tasks management – evaluation / indicators – media response analysis – good practice database - multilingual
The quality and the visibility of your own communication is an important motivation factor for your beneficiaries
Jean-Christophe BINETTI Consult & Marketing Gmb. H Berlin, Paris Tel. +491723140411 binetti@convis. com Communication strategy Communication plan – Master plan Workshop Target and Target groups Audits, evaluation and monitoring Media response analysis Communication Management System Public relation, Multimedia campaign Crisis communication Communication portal Project communication in EU context Questionnaire and Survey Communication handbook Training
- Slides: 18