PRESENTATION ON THE PUBLICITY CAMPAIGN SURROUNDING THE ACTIONS

AND RESULTS OF OF THE EUROPEAN REGIONAL DEVELOPMENT FUND’S

INTERVENTION IN THE AUTONOMOUS REGION OF ANDALUSIA, WITHIN THE

FRAMEWORK OF THE 2000-2006 INTEGRATED OPERATIONAL PROGRAMME

FOR ANDALUSIA

European Union

E.R.D.F. Autonomous Government of Andalusia.Ministry for the Economy and the Treasury

The Integrated Operational Programme for Andalusia 2000-2006 as Management Authority, is responsible for ensuring that the intervention is publicised and that the target public are made aware of the opportunities provided by the intervention.

With this in mind, a Communications Action Plan was prepared, in order to achieve the following objectives:

• Ensuring transparency during implementation.• Providing information regarding the programme and about how the Structural Funds are being employed within it.• Information and publicity measures to enable the proper use of the available, financial resources. • Informing the general Public of the purpose and objectives of European Regional Policy.

Said information is disseminated to citizens and beneficiaries for the purposes of highlighting the role performed by the Management Authority.

INTRODUCTION

The Autonomous Government of Andalusia as the Intermediate Body hopes to highlight the European Regional Development Fund’s areas of action, such as:

1. Improvement of competitiveness and productive development.

2. Implementation of the knowledge society.

3. Improvement of the environment. • Local and urban development. • Transport and Energy Networks.

TARGET AUDIENCE Generic: Anyone over 18, resident in Andalusia; directed towards both men and women from all social classes and cultural backgrounds. Specifically:

The Citizens of Andalusia as the target beneficiaries of ERDF measures. Professionals from sectors that deal with economic and social issues.

The Campaign’s Aim

Often the ERDF’s actions or areas of action are perceived as distant and remote by ordinary citizens, as in many cases the actions are large-scale projects

outside everyday, human experience.

Consequently we feel that ERDF’s actions should be scaled down to a human level, allowing said actions to have a greater

impact on the daily lives of ordinary people.

We believe it is of vital importance to use a central campaign theme as a strategic tool for disseminating information effectively about the Fund’s areas of action:

THE CREATIVE CONCEPT

THE EUROPEAN REGIONAL DEVELOPMENT FUND

PROCURES AND PROMOTES A MORE HUMAN SOCIETY.

HOW THIS IS ACHIEVED:

• Through a combination of European Union assistance and the efforts Andalusians themselves, Andalusia is fast becoming one of Europe’s most prosperous regions as regards to business development, access to new technology, local and urban development, tourism, transport networks, energy and the preservation of the environment.

• By adopting a more human philosophy within the ERDF, the effects of its actions and areas of actions are more easily perceived and felt by ordinary people, in this way individuals are able to experience the Fund’s benefits in a more personal, immediate fashion.

THE CREATIVE CONCEPT

TARGET AUDIENCE: Andalusian residents over 18 (6232000)

CAMPAIGN PERIOD: Month of November

MEDIA: Television, newspapers, radio, internet and foreign media.

FORMATS:

Television: Spots of 45“ and 30" .

Newspapers: Full-page B/W ads and bottom-edge colour ads.

Radio: 20” spots and 1 min. features.

Internet: Superbanner

Exterior: Ads on buses & large billboards at AVE train stations.

When planning a campaign strategy, it is essential to take into account the media consumption habits of the target audience, in order to create an effective, successful campaign.

TV has the biggest draw, followed by radio, exterior ads and magazines.

MEDIA BRIEFING

Having taken on board the media consumption habits of the target audience we have gone on to establish a campaign strategy designed to achieve our goals and the best results in terms of REACH, IMPACT and FREQUENCY.

Whilst planning the media strategy, as well as analysing the media consumption habits of Individuals over 18, this being the target audience, we also took into account the following groups:

The citizens of Andalusia as the beneficiaries of the European Regional Development Fund’s intervention.

Professionals and organizations associated with the Programme, those for example who are involved with the economic and social issues that concern Andalusia.

THE CAMPAIGN STRATEGY

With this in mind we have launched a multimedia strategy utilizing:

TELEVISION, PRINT MEDIA, RADIO, INTERNET and EXTERIOR ADS.

With such a comprehensive approach, we hope to reach almost the entire population of Andalusia, however we have also considered additional, special media actions, which will take into account the segments of the population previously mentioned.

The campaign period will last from the 5th - 30th November 2008, although there will be some days of respite, in order to prolong the campaign in the minds of consumers.

According to the analysis carried out, qualitative improvements and

the cost of each type of media, is divided as follows:

TV 56.0% INTERNET 3.2%RADIO 14.2% EXTERIOR 10.6%

PRENSA 16.0%

NOTA: PORCENTAJE APROX.

THE CAMPAIGN STRATEGY

NOTE: Approximate percentage

PRESS

TELEVISIONWe began the campaign by alternating the 45" and 30" formats during the first week. The former format allows us to convey information more effectively and provides more content, while the 30" spot enables to us increase the frequency of the campaign. In addition, we have taken into account the following parameters in relation to all the channels:

35% PRIME TIME (MINIMUM) - 65% DAY TIME

CONSTANT EXPOSURE DURING THE ENTIRE CAMPAIGN PERIOD.

25% GRP POSITIONERS (Gross Rating Point)

THE CAMPAIGN STRATEGY

THE PRINT MEDIA

We chose 2 formats: Full-page B/W ads for the start of the campaign and bottom-edge colour ads thereafter, allowing us to uphold frequency as well as the creative element,

whilst conveying quality.

The print media was selected on the basis of largest readership among the LOCAL, ECONOMIC, SPORTS and FREE newspapers, as well as the top REGIONAL PAPERS

of each PROVINCE.

The ads have been distributed and placed in such a way as to achieve maximum exposure with regard to our target audience. 40% of the ads were inserted on odd pages.

THE CAMPAIGN STRATEGY

BOTTOM-EDGE COLOUR ADVERTS

RADIO

We opted for conventional radio and used the main, regional radio stations. In addition, we programmed the spots to be aired at the times when audience levels were at their highest.

Populist Radio Stations:

Formulaic RadioStations:

In this way we achieved maximum coverage and an optimal level of frequency.

We alternated the two formats of differing durations (the 20” spot and the 1 minute feature) in order to maximize frequency and preserve the novelty element of the campaign.

25% of the spots were positioned as first advert to be aired during the commercial break.

THE CAMPAIGN STRATEGY

THE INTERNET

The Internet not only allows us a high level of interaction with the public, but also permits immediate access to information. Most of the qualities which make the other forms of media so effective can be found here, all in one place. Via the Internet we can reach further afield, expanding our audience due to its global and infinite nature. In terms of comparing cost to impact/exposure, it is very cost-effective tool.

Our current campaign is a DISPLAY campaign.

In order to achieve maximum exposure, we have included a conventional website campaign, and inserted a rotation of adverts in the main Andalusian online newspapers and on an employment portal with a high number of users.

Websites used during the campaign:

THE CAMPAIGN STRATEGY

Dº DE JEREZ, HUELVA INFORMACIÓN, EUROPA SUR, Dº DE SEVILLA, Dº DE CADIZ, EL DÍA DE CÓRDOBA, MÁLAGA HOY, GRANADA HOY, Dº CÓRDOBA, ALMERÍA ACTUALIDAD E IDEAL.

INFOJOBS.

INTERNET

SuperBanner

EXTERIOR ADVERTISING

For our exterior advertising campaign, we have chosen two very attractive formats, one is a large billboard and the other an advert designed to be attached to the side of busses.

The LARGE BILLBOARDS will be very effective due to their immediate visual impact and large-format. They will be displayed in Seville’s Santa Justa Ave station during the course of one month. The format is quite novel and striking, consisting of two vertical billboards which frame 3 glass covered, vinyl billboards. The display will hang in the main lobby, where the access to the platforms is situated.

Three, large billboards will also be featured in María Zambrano station in Malaga, in the departures hall.

THE BUS ADVERTS: Planned in a comprehensive manner and in line the campaign’s themes, these adverts will be employed this month in the 8 province capitals, as well as in other Andalusian cities. The busses will stop in the most populated areas and be highly visible to our target audience. In addition a Customer Service Representative will hand out informational flyers, give away promotional items and distribute leaflets which will describe the projects being carried out thanks to the ERDF. The buses in question are equipped with plasma screens inside, where we will display images and information pertaining to the campaign.

THE CAMPAIGN STRATEGY

SEVILLE: 3 GLASS COVERED, VINYL BILLBOARDS, FRAMED BY TWO VERTICAL

BILLBOARDS IN THE MAIN LOBBY

MALAGA: 3 GLASS COVERED VINYL BILLBOARDS IN THE DEPARTURES HALL

EXTERIOR CAMPAIGN/BILLBOARDS

PROVINCIA PERIODO SOPORTE Nº UNIDADESSEVILLA VINILO SANTA JUSTA 1MALAGA LONAS HALL EMBARQUES 3

DEL 04 AL 30 DE NOVIEMBRE

PROVINCE CAMPAIGN PERIOD MEDIA METHOD NO. OF UNITS

SEVILLE 4th – 30th NOVEMBER VINYL/SANTA JUSTA 1MALAGA 4th – 30th NOVEMBER CANVAS/DEPARTURES HALL 3

EXTERIOR CAMPAIGN/BILLBOARDS / BUS ADVERTS

10th - 11th NOV.12th NOV.

13th - 14th NOV.17th - 18th NOV.19th - 20th NOV.21st- - 24th NOV.

25th NOV.26th - 27th NOV.

28th NOV.1st DEC.

2nd - 3rd DEC.

PROVINCES DATE LOCATION OF BUS

BILLBOARD SAMPLE, ROLLER DISPLAY & BROCHURE

PRINT MEDIA, RADIO & TV:

To date, we have reached 91.83% of the adult Andalusian population.

We have already obtained 696.6 GRP'S

An average frequency target audience per medium (OTS) of 7.6.

A total audience of 43,794,613.As regards to TV, the results are 15% higher than initially forecast.

40% of the TV campaign’s impact, is derived from prime-time showings.

As regards to the print media, 97.44% of the adverts published so far, were on impartial pages.

Post-campaign Evaluation (5th - 11th NOVEMBER)

Beatriz Gálvez GuerreroHead Communications Expert. European Funds Directorate-GeneralMinistry for the Economy and the Treasury

beatriz.galvez.ext@juntadeandalucia.es

moves with Europe

Autonomous Government of Andalusia.Ministry for the Economy and the Treasury

European Union

E.R.D.F.

Andalusia