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Message in a bottle: how to communicate macro-regional strategies -

Message in a bottle: how to communicate macro-regional strategies - EUSALP Communicatio n strategy. Annalisa Giachi Project manager AlpGov WPC, ERSAF Communication staff. Izola, 18.09.2018. Who we are and what we have done until now

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Message in a bottle: how to communicate macro-regional strategies -

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  1. Message in a bottle: how to communicate macro-regional strategies - EUSALP Communication strategy Annalisa Giachi Project manager AlpGov WPC, ERSAF Communication staff Izola, 18.09.2018

  2. Who we are and what we have done until now Lessons learned about EUSALP Communication: points of strength and weakness How to improve our performance: next steps for the future 1 2 3

  3. 1.The Communication Staff: who we are ERSAF isan operative Agency of Regione Lombardia, in charge of carrying out communication and promotional activities for the development of the agricultural sectors and the rural territory. ERSAF Communication Staff is a coordinationpoint for communicationactivities and receivescontents from the Editors and the single AGs Communication Staff Actually The Communication Staff mainlyinteracts with Editors, from General Assembly, AnnualPresidency, Observers, executive Boards and Action groups

  4. 1. What we have done until now In September 2017, ERSAF delivered a Draft document of: What to communicate To whom communicate How communicate “EUSALP Communication Strategy” for the period January 2016 to June 2019 Three Objectives

  5. 1. What we have done until now Allourdailyactivities are basedupon7pillars: 1 The Communication Staff is the social media manager (on the basis of the Editors’ contents) 2 3 4 5 6 7

  6. 1. What we have done until now EUSALP Website statistics (January-August 2018) Entry channel to the site Number of users and average session duration • More than 7.100 visits come from free searches on Google • More than 2.500 visits come from people typing directly www.alpine-region.eu • Only 519 visits come from social network. This is an entry channel to be improved Each visit lasts on average more than 4 minutes

  7. 1. What we have done until now EUSALP newslettershavebeensent to more than6.500 recipients in the 4 Alpine languagesand English. The differentversions of the newsletters are alsopublished in the EUSALP website. Newsletter 1 (August 2017) Newsletter 2 (December 2017) Newsletter 3 (June 2018)

  8. Who we are and what we have done until now Lessons learned: points of strength and weakness How to improve our performance: our plan for the future 1 2 3

  9. What is working well? What is not working ?

  10. 2. Lessons learned Governance • Lack of a joint political vision about EUSALP, focused target audiences, key tools and channels • Editor are not professional communicators and they do not have time to be concentrated on communication • Long decision-making process • Goodcooperation between Communication Staff and Editors • A regulatedprocess for managing the daily requests coming from AGS

  11. 2. Lessons learned Context • Need to map the target audiences • Barriers to effectively reach out stakeholders and citizens • Slow transition from institutional to effective communication • Differentsectors involved (agricolture, food, mobility) with an high potential of civil engagement • High level of interest for project contents

  12. 2. Lessons learned Content • Need to define key policy messages • Lack of knowledge of local territories and specific stories to make communication more real and concrete • Difficulties in reaching a wider audience (citizens and young people) emphasizing “attracting topics” related to EUSALP • Platform of knowledge (POK) • Successful newsletters • Social media channels activated • Joint training to communicatespecificissues and to establishstrongerlinks with the workinggroups

  13. Who we are and what we have done until now Lessons learned: points of strength and weakness How to improve our performance: our plans for the future 1 2 3

  14. 3. Next steps • Workshop on communication, Brussels, 26 June 2018 • AlpGov project partner meeting, Pörtschach, 5 July 2018 • 3. Report DG Regio - StojanPelkoabout EUSALP Communication Strategy, 19 July 2018 From problems to solutions…

  15. 3. Next steps Our strategy for the next future 23-24 October 2018 Workshop on Communication Strategy- Innsbruck 20-21 November 2018 Annual Forum-Innsbruck Within January/February 2019

  16. 3. Next steps STEP 3: NEW PROCUREMENT PROCEDURE FOR AN EXPERT TEAM SELECTION • To identify a new Editorial team responsible for communicationcontents • To identify and collect project contents through direct meetings with all the AG leaders • To gather information and data about events and case studies • To directly interview testimonials and stakeholders • To produce storytelling • Social media strenghthening In which direction?

  17. THANK YOU! EUSALP – EU Strategy for the Alpine Region www.alpine-region.eu Communication staff ag1leader.communication.staff@alpine-region.eu

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