Workshop Communication: Strategy and branding · PROJECT BRANDING The project brand manual will be...
Transcript of Workshop Communication: Strategy and branding · PROJECT BRANDING The project brand manual will be...
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Project Implementation Training
Vienna | 21-22 September 2016
Workshop Communication: Strategy and branding
Interreg CENTRAL EUROPE |Joint Secretariat
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TAKING COOPERATION FORWARD 2
AGENDA
Basics of Project
Communication
Communication
Strategy
Branding and
Templates
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TAKING COOPERATION FORWARD 3
COMMUNICATION BASICS
Why do projects have to communicate?
Inform
partnership of
the project
Management
work package
Involve
stakeholders in
developing
outputs
Thematic
work packages
Transfer
outputs to
new audiences
Communication
work package
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COMMUNICATION BASICS
Because the joint secretariat wants it
For the project management team
For all project partners
Why do projects need a communication strategy?
A communication strategy provides those involved in the project with an overview:
What is communicated when by whom to whom and why?
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COMMUNICATION BASICS
The project communication manager:
Coordinates and manages all activities
Builds the communication capacity of all partners
Is the contact person for the JS related to communication
Proof-reads and edits report summaries for public use: Summaries are
an ideal basis for news on project progress on project websites
Why do projects need a communication manager?
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TAKING COOPERATION FORWARD 6
AGENDA
Basics of Project
Communication
Communication
Strategy
Branding and
Templates
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TAKING COOPERATION FORWARD 7
COMMUNICATION STRATEGY
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COMMUNICATION STRATEGY
Introduction
Choose up to 5 outputs that are most relevant for your project and describe why
Keep the introduction short (as well as all following text)
Key sections of the strategy template (1)
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COMMUNICATION STRATEGY
Challenges and results
Describe the status quo and challenge. What is the objective when you
communicate about the main project outputs?
Describe which audience will be targeted. In view of which output and why?
Define what will be the expected result(s) after your communication.
Key sections of the strategy template (2)
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COMMUNICATION STRATEGY
Audience/message grid
Key sections of the strategy template (3)
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COMMUNICATION STRATEGY
Evaluation
For registrations to and the feedback surveys
after project events we recommend to use:
https://ec.europa.eu/eusurvey/home/about
Web statistics will be provided to the projects
in time for reporting requirements
Key sections of the strategy template (4)
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COMMUNICATION STRATEGY
Activity planning
Key sections of the strategy template (5)
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COMMUNICATION STRATEGY
Group exercise - 20 minutes in groups of up to 4
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TAKING COOPERATION FORWARD 14
AGENDA
Basics of Project
Communication
Communication
Strategy
Branding and
Templates
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TAKING COOPERATION FORWARD 15
PROJECT BRANDING
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PROJECT BRANDING
Project logos
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Project logos
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PROJECT BRANDING
Colours
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PROJECT BRANDING
Iconography
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PROJECT BRANDING
Iconography
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TAKING COOPERATION FORWARD 21
PROJECT BRANDING
Office templates (1): Word and Excel
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PROJECT BRANDING
Office templates (2): PowerPoint
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PROJECT BRANDING
Design templates (1): Posters
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PROJECT BRANDING
Design templates (2): Roll-ups
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PROJECT BRANDING
Design templates (3): Leaflets
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PROJECT BRANDING
The project brand manual will be published end of September.
Complete logo packages will be sent to you after this training upon
request (via e-mail to [email protected])
And much more…
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Project Implementation Training
Vienna | 21-22 September 2016
Project Websites
Interreg CENTRAL EUROPE |Joint Secretariat
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TAKING COOPERATION FORWARD 2
AGENDA
Background Tips Support
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TAKING COOPERATION FORWARD 3
PERIOD 2007-2013
www.central2013.eu and 124 random URLs
www.bicy.it www.innotrain-it.eu www.intramed-c2c.eu
www.cec5.eu www.proincor.eu
www.baltic-adriatic.eu
www.centralmeetbike.eu www.flavia-online.de
www.centrope.com www.gutscentral.eu
www.chemlog.info www.kassetts.eu
www.city-regions.eu
www.rezipe.eu www.cerim.org
www.edits-project.eu www.sol-project.eu
www.central-access.eu
www.autonet-central.eu
www.cebbis.eu www.centrope-tt.info and many more…
www.centrope-tt.info
www.cncb.eu www.projectc-plus.eu
www.projectc-plus.eu
www.flameurope.eu
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TAKING COOPERATION FORWARD 4
PERIOD 2014-2020
www.interreg-central.eu/acronym
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TAKING COOPERATION FORWARD 5
AGENDA
Background Tips Support
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TIPS
Write copy for WEB be clear, relevant and concise
Be up-to-date update your website regularly
Be visual use good quality images
What makes a good website
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TAKING COOPERATION FORWARD 7
PROJECT EXAMPLE WEBSITE
Have a look at our exmple website for some inspiration when building your website
www.interreg-central.eu/projectacronym
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TAKING COOPERATION FORWARD 8
AGENDA
Background Tips Support
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TAKING COOPERATION FORWARD 9
SUPPORT
User
manual
Email or
call us
Future
trainings
Regular
hangouts
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Project Implementation Training | Communication track
Vienna| 22 September 2016
Audience-focused storytelling
Interreg CENTRAL EUROPE |Joint Secretariat
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TAKING COOPERATION FORWARD 2
AGENDA
Storytelling for
projects
Social media
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STORYTELLING FOR PROJECTS
#1 Describe your project for non-experts
• Carefully choose words and icons
At the TrainMe project we aim to empower local entrepreneurs.
We provide authentic training opportunities and support their
involvement in local activities.
• Facts and figures
• Be specific („5 W“)
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STORYTELLING FOR PROJECTS
#2 Proof your point with testimonials
• Quote
• Video
• Image
Volunteers involved in the ReNewTown pilot action
(project funded by CENTRAL EUROPE 2007-2013)
https://www.youtube.com/watch?v=hDMaJuSf7Oo
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STORYTELLING FOR PROJECTS
#3 Show how people can benefit
• Video
• Image
• Case-study
UFIREG project: funded by the
CENTRAL EUROPE Programme
2007-2013
https://www.youtube.com/watch?v=-yzlbjG4Njk
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STORYTELLING PROJECTS
#4 Include feelings
• Show your product
in an emotional or
playful way
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TAKING COOPERATION FORWARD 8
AGENDA
Storytelling for
projects
Social media
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SOCIAL MEDIA
• Monthly over 1.55
billion active users
engaging in dialogue
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SOCIAL MEDIA
Define your goal and your audience
Use visuals: images (project logo for
profile pic), videos…
Create dialogue, reply in casual style
Keep your posts short
Monitor and evaluate your activities
Choose channels and check their
specificities
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SOCIAL MEDIA
• Appetizers for more information
on the website directed at
professional audience including
multipliers
• Used for highlighting interesting
facts, news, achievements or
recent programme developments
What worked better?
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SOCIAL MEDIA
• To raise awareness and generate traffic to programme
website of general audience
• Used for sharing content like various updates,
achievements, contests, events, etc.
What worked well? What worked less?
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SOCIAL MEDIA
• Professional network directed at applicants, beneficiaries
and media
• Used to strengthen networking between potential applicants
and for sharing news and stories posted on Facebook
Analyse followers directly with LinkedIn
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SOCIAL MEDIA
• Programme introduced new YouTube channel targeted at the
applicants and beneficiaries
• Current use: tutorials
• Future: project videos
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TAKING COOPERATION FORWARD 15
SOCIAL MEDIA
Buffer: https://buffer.com/
Google analytics: https://analytics.google.com/
Tweetdeck: https://tweetdeck.twitter.com/
Bitly: https://bitly.com/
Useful links