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Nation-wide communication campaigns in small Estonia

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

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Nation-wide communication campaigns in small Estonia

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

  2. 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

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

  4. 2003: introducing EU Structural Funds • 2005: collecting feedback from beneficiaries • 2007: launching the new programming period Road show Goals: • Rise awareness of SF • Present SF on the local level • Target common message to wide public • Achieve positive media coverage on local level Target groups: • General public • Potential applicants • Local media • Municipalities

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

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

  7. Results/Lessons learned

  8. 2005: possibilities • 2006: success stories • 2007: new programming period The journal Goals: • Rise awareness of SF • Present overall benefit – national and regional development • Reach target groups on local level Target groups: • General public • Potential applicants • Other media channels Tool: • Local and daily newspapers (insertion over 100 000 copies) • 28 pages, coloured, environmentally friendly paper Content: • Success stories • Overview of application, supported fields

  9. Results/Lessons learned

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

  11. Results/Lessons learned Thank you! Kristi Jõesaar & Annika Vilu www.struktuurifondid.eestruktuurifondid@fin.ee

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