Sinu logo Creative communication ideas in times of

Sinu logo Creative communication ideas in times of budgetary restrictions Media campaign “EU Structural Assistance in Estonia” Helen Ojamaa, Mo. F Martin Miido, Mo. EC

SF communication system in Estonia Sinu logo • 2 programming periods • 1 communication strategy • 3 communication plans and responsible leading ministries • 17 implementing bodies

Sinu logo Publicity coordination • Communication of the structural assistance is implemented through a cooperation network: Managing Authority (MA), 1 st level intermediate bodies (incl leading ministries) (IB), 2 nd level intermediate bodies • Communication Network (members from IB) - Meetings take place in every 1 -2 months. - Activities taken together, in 2010 all 3 OP-s common major event – media campaign, assessing OP communication plans etc.

Sinu logo Reaching the public (1) Target groups: - wider public, incl. journalists potential applicants and applicants final recipients beneficiaries steakholders Media landscape: - 7 nation-wide. TV channels ca 5 major radio stations (audience over 20% of population) 4 national dailies ca 22 regional papers ca 10 national weeklies ca 50 magazines

Sinu logo Reaching the public (2) Awareness: • 88% of population has heard that Estonia receives support from the EU and 52% have heard of Structural Assistance • 47% has heard of European Regional Development Fund

Sinu logo Media campaign “EU Structural Assistance in Estonia”

Sinu logo About the campaign • Joint Major Event in 2010 of all 3 national OPs in Estonia • Promoting ERDF, CF and ESF • Budget 10 200 euros = € 0, 02 person reached by the campaign Aims: • introduce the double logo to wider public • introduce the opportunities of using the EU Structural Assistance and variety of funded projects

Sinu logo Campaign rules • • Duration 2 months (July 1 st – August 26 th) Weekly drawings and main prize All prizes set out by the beneficiaries 4 steps to participate: - find the logo - take a picture with a person standing beside it - register a user - upload photo

Sinu logo Main channels • Main channels – 1 online news-portal and a group of 3 radio-channels • Main activity in online news-portal environment: - promotion banners, - campaign’s central website (additional information, registration, photo up-load - list of the projects samples • Social media

Sinu logo Introduction for participation

Sinu logo Campaign introduction page

Sinu logo How to participate

Sinu logo Results

Sinu logo Results • 2229 photos from 348 users • Promotional banners and central website were visible to 643 000 people • Radio-channels covered altogether 493 000 people • 25 000 unique visitors on campaign`s website

Sinu logo Unique visitors by weeks

Sinu logo Daily page-views

Sinu logo Lessons we learned • No money, BIG deal: good ideas are possible with little money • Two heads are better than one: cooperation with beneficiaries and different media channels

Sinu logo Thank You Helen Ojamaa, Ministry of Finance Martin Miido, Ministry of Economic Affairs and Communications