Presentation of the campaiGn

1. Presentation of the campaiGn « Toujours plus haut »

2. PLAN OF THE PRESENTATION Introduction Goals Campaign and Strategy ASSESSMENT - Results In 2012

3. Introduction Goals Campaign and Strategy ASSESSMENT - Results In 2012

4. Introduction Context : • Wallonia and Brussels : 4.7 millions inhabitants(3.5 millions inhabitants in Wallonia + 1.2 millions inhabitants in Brussels) 17.000 km² • 1,100 projects financed through ERDF and ESF (2007-2013 plan) • Global budget for projects : 3.129 billion € (Public + Private parts)

5. Introduction Originality of the approach • Multifunds communication : ESF + ERDF projects • Multi-institutions (Wallonia, Wallonia-Brussels Federation, Brussels) • Multi-thematics: economy, culture, research, tourism, training, urban revitalization…

6. Introduction Led by : • Minister-President of Wallonia and Wallonia-Brussels Federation’s Staff • Administration of Wallonia (SPW) : Communication Direction SPW, Department of Coordination of European Funds, ESF Agency

7. Introduction Goals Campaign and Strategy ASSESSMENT - Results In 2012

8. Goals Key facts: Facts from an IPSOS survey: • 5 persons out of 10 in Brussels and in Wallonia never heard about « European Structural Funds »  • 66 % knew that these projects were co-financed by Wallonia • 53 % know ESF • 48 % know ERDF

9. Goals Main goals of the campaign: Reputation, NOTORIETY: • « To learn about the funds, ESF and ERDF, and their objectives »   • « to improve the knowledge about the actions  » • Attribution : « To identify clearly that EU and public authorities are investing » • Image : « To improve the image of the action of the EU» • Coherence, Consistency of the communication : « a unique communication  »

10. Goals Targets : • Citizens  • Projects Beneficiaries • Final consumers (« Destinataires ») • Media

11. Introduction Goals Campaign and Strategy ASSESSMENT - Results In 2012

12. Campaign and strategy Timing : • Launched on April 28th till end of December 2012 Budget: 2011: • Media : 700,000 € all taxes included • Conception, co-ordination, production, animation: 200,000 € all taxes included 2012: • Identical to 2011

13. Campaign and strategy Presentation of the communication concept : Name & Logo: • « Toujours Plus Haut » ( « Alwayshigher ») Signature: • Usable by beneficiaries • Difficulty : multiplicity of authorities (and logos) to set in one signature

14. Campaign and strategy

15. Campaign and strategy

16. Campaign and strategy A campaign in 3 stages: Make a concept known: • TV advertising

17. Campaign and strategy Broadcast on leading French speaking TV Channels +/-20 % of the global media budget • Radio spot Broadcast on leading French speaking radio Channels +/-12 % of the global media budget Formation Revitalisation Tourisme

18. Campaign and strategy • Ads in newspapers Magazines: 10% of the global media budget

19. Campaign and strategy • Publicubes Display in 9 train stations throughWallonia and Brussels 10 % of the budget More than 2.3 millions people reached

20. Campaign and strategy 2. To inform: • Website www.plushaut.be Database of 1,100 projects : complete listing of beneficiaries, copywriting of the description of each project (in a language easy to understand), quarterly update, English translation (going on currently)

21. Campaign and strategy • Web TV New videopostedevery 2 weeks

22. Campaign and strategy • Short tv programs : « 60 secondes chrono »

23. Campaign and strategy - Broadcast on the public French speaking TV channel at 8.10 PM - 25 % of the media budget - Re-broadcast on web TV

24. Campaign and strategy • Event:May 07 & 08th (European day) 51 beneficiaries places 7200 visitors Publication of the program inside all the daily French speaking newspapers 20 % of the media budget

25. Campaign and strategy 3. TO last: • Website - Update every 2 weeks - Last news about the projects : articles, pictures, videos, press articles… • Local televisions: - Web TV videos rebroadcasted on all the French-speaking local televisions - From September to end of December - 10 % of the media budget

26. Campaign and strategy • Media budget (700,000 € all taxes included)

27. Introduction Goals Campaign and Strategy ASSESSment - Results In 2012

28. ASSESSMENT - Results • By an independent agency : IPSOS, marketing studies agency • Before the campaign : from April the 21st to the 28th ) • During the campaign : from June 9th to the 17th • At the end : from July 15th to August the 2nd

29. ASSESSMENT - Results 3 measures/year : • 58 % of the people recognized the campaigns (TV advertising + radio + posters) • Good media strategy • Videos « 60 secondeschrono » improve credibility of the campaign • Fame improvement of Funds ESF and ERDF ESF: 53 % in measurement 0 >< 74 % in measurement 2 ERDF : 48 % in measurement 0 >< 67 % in measurement 2 • 31.000 visitors for almost 80.000 visits of the Websitefrom April to December 2011

30. ASSESSMENT - Results Focus group • Meeting of +/- 40 beneficiaries • Goal : listening to their opinions to improve the 2012 campaign

31. Introduction Goals Campaign and Strategy ASSESSMENT - Results In 2012

32. In 2012 Our challenges : • Positive evolution but not sufficient • Increase communication with examples (« 60 secondeschrono ») and testimony • More beneficiaries involved in the event • Posters on beneficiaries places (6 X 4 m posters) • Biggest difficulty : Promotion through beneficiaries, appropriation of the campaign by beneficiaries