Nationwide communication campaigns in small Estonia Kristi Jesaar

Nation-wide communication campaigns in small Estonia Kristi Jõesaar Annika Vilu Managing Authority Ministry of Finance of Estonia

Small Estonia • • Population: 1 344 684 Area: 45 227 km² Capital: Tallinn 15 regions Media landscape: • 3 national TV channels • Ca 30 radio stations • 7 national dailies • Ca 22 regional papers • Ca 10 national weeklies • Ca 50 magazines SF communication system: • 2 programming periods • Objective 1 • 1 communication strategy • 3 communication plans and responsible leading ministries • 20 implementing bodies

Why and how? 93% of population has heard that Estonia receives support from the EU and 24% have heard of SF Capital – centred information Goals: ü Public awareness ü Attractive message ü Local approach ü Common messages Tools: ü Road show ü Journal ü TV programme Complicated subject for the public Difficult to promote to the media Too much information, too many sources

Road show Goals: ü Rise awareness of SF ü Present SF on the local level ü Target common message to wide public ü Achieve positive media coverage on local level Target groups: ü General public ü Potential applicants ü Local media ü Municipalities ü 2003: introducing EU Structural Funds ü 2005: collecting feedback from beneficiaries ü 2007: launching the new programming period

Road show 2007 How? ü 15 counties/regions ü Co-operation with intermediate bodies ü Co-operation with local development centres and county governments ü Format – information day When? ü October - December What? ü Overview of old and new programming period ü Presentations of supported fields ü Success stories ü Information about application possibilities, contacts ü Questions-answers

Road show 2007 Promotion: ü Adverts in newspapers ü Clips on radios ü Banners at websites ü Press releases ü Announcements via e-mail lists ü Articles in regional newspapers Media coverage: ü Article in regional newspaper ü Introducing article in weekly paper ü News on radio ü News on television

Results/Lessons learned + - Rise of awareness Too many co-operation partners, difficult to manage Active participation Too general messages Attraction for media/Large media coverage Duration of a day Going local Co-operation with local development centres Every information day is different from previous, you cannot plan details

ü 2005: possibilities ü 2006: success stories ü 2007: new programming period The journal Goals: ü Rise awareness of SF ü Present overall benefit – national and regional development ü Reach target groups on local level Target groups: ü General public ü Potential applicants ü Other media channels Tool: ü Local and daily newspapers (insertion over 100 000 copies) ü 28 pages, coloured, environmentally friendly paper Content: ü Success stories ü Overview of application, supported fields

Results/Lessons learned + Stories from different regions Infotainment: crossword Networking Continuity In Estonian and Russian Source for other channels Large audience Well-known Positive feedback from readers Limited content Competence of journalist

ü 2005: previous period ü 2007: new programming period TV programme Goals: ü To rise awareness of SF ü To present overall benefit – national and regional development Target groups: ü General public ü Potential applicants Tool: ü National public television ü 10 -series, half an hour Content: ü Introduction of SF system ü Overview of application, supported fields ü Success stories on local/national/EU level ü Entertainment

Results/Lessons learned + - Stories from different regions Competence of journalist National public TV Air time Infotainment Spokespersons Funny sketches Spokespersons Source for other channels Large audience Well-known Thank you! Kristi Jõesaar & Annika Vilu www. struktuurifondid. ee struktuurifondid@fin. ee