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Creative communication ideas in times of budgetary restrictions

Media campaign “EU Structural Assistance in Estonia”

Helen Ojamaa, MoFMartin Miido, MoEC

SF communication system in Estonia

• 2 programming periods• 1 communication strategy• 3 communication plans and responsible leading

ministries• 17 implementing bodies

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Publicity coordination

• Communication of the structural assistance is implemented through a cooperation network: Managing Authority (MA),1st level intermediate bodies (incl leading ministries) (IB), 2nd 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.

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Reaching the public (1)Target groups:- wider public, incl. journalists

- potential applicants and applicants

- final recipients

- beneficiaries

- steakholders

Media landscape:- 7 nation-wideTV 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

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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

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Media campaign “EU Structural Assistance in Estonia”

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 per 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

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Campaign rules

• Duration 2 months (July 1st – August 26th)• 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

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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

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Introduction for participation

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Campaign

introduction page

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How to participate

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ResultsSinu 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

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Unique visitors by weeksSinu logo

Daily page-viewsSinu 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

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Thank You

Helen Ojamaa, Ministry of Finance

Martin Miido, Ministry of Economic Affairs and Communications