Make it sexy! Communication best practice

Jean-Christophe Binetti,

CONVIS CONSULT & MARKETING Berlin / Paris

Helping beneficiaries communicate

How managing authorities

provide information to beneficiaries on their responsibilities (and their opportunities)relating to information and publicity

encourage beneficiaries to communicate effectively on their projects

support and guide the beneficiaries

Do you know who are your beneficiaries ?

Beneficiaries are heterogeneous– Size, structures (ESF / ERDF / INTERREG / …)

– Goals, motivation to communicate– Know how, resources

Beneficiaries are similar– Not time, to complicated– Expectations are not clear– Carrot and (or) stick – They need to communicate

What is the role of the communication manager in the managing authority?

Evaluator

Trainer

Network moderator

Project steering manager

Designer

Manager

Consulting

Task forceInnovator

Continuous improvement of global communication about the EU

Sich Sich informiereninformieren

AbstimmenAbstimmen

HandelnHandeln

Inform & sensitize

Do ittogether

Promote projects

Informationpublicity

What are the suitable communication channels ?

General public

Level 1

Level 2

Level 3

Level 4

Level 5

Local third parties prof. organisations, NGOs, etc

beneficiaries

Final beneficiaries like Trainees

ME

DIA

Managing authority

European Commission

Suitable tools to inform and support the beneficiaries

Tasks managing authority

Tools Remarks / Examples

Assign duties Formal agreement, personalised letter,task list clearly formulated

Adapted to the different programs, targets, with simple formulated task sheet

Stimulate Motivation

Seminar for partner networks and beneficiaries, realization of concerted communication actions, focus on projects

PR working groups, Target group oriented post card campaign, good practice project database

Provide support and guidance

Practice handbook, example & good practice, hot line,Communication web suite for projects

Viva-europa game for young people, communication ambassadors, communication kit for trainers

Evaluate effects Check list self evaluation, media response analysis

bench marking and reporting is facilitating

Assign duties

Formal agreement supplied with:

Amount of EU-co-financing Clearly formulated rules

and responsabilities Added designed flyer

about communication Links to the online

guidelinefor communication

Support with practical guidelines

Adapted to the needs of the target

Practical examples Methodical background

Network dedicated materials

IntranetPublicity campaign together with beneficiaries

Dedicated to the target group of several beneficiaries

Intranet for beneficiaries community

Share information about events, communication actions, best practice of communication

Post cardcampaign

Support the communication of beneficiaries / Projects

EventSeminar

MaterialPartners

Kit

Press map

Good Practicedatabase

ProjectVideo

Museum ticket

4000 tickets distributed per day! 0,00 € cost, only creative energy Good communication relay to citizen

Highlight projects and beneficiaries

4791 Projects in Berlin 629 beneficiaries

Web-toolbox to support beneficiaries to communicate

Goal: Continuous improvement of your communication

PLAN plan your communication

actions

REPORT & ADAPT

report and adapt your communication plan

IMPLEMENT implementation of your communication

actions

EVALUATE evaluation of your communication

actions

Tool & Method: Delphi - Developing European Local Performance Heightening Information

Create Web portal – community – manage regional actors – PR guideline – Checklist self evaluation – news – forum – communication plan – communication tasks management – evaluation / indicators – media response analysis – good practice database - multilingual

The quality and the visibility of your own communication is an important motivation factor for your beneficiaries

Jean-Christophe BINETTIConsult & Marketing GmbHBerlin, ParisTel. +491723140411binetti@convis.com

Communication strategyCommunication plan – Master planWorkshop Target and Target groupsAudits, evaluation and monitoringMedia response analysisCommunication Management SystemPublic relation, Multimedia campaignCrisis communicationCommunication portalProject communication in EU contextQuestionnaire and SurveyCommunication handbookTraining