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Make it sexy! Communication best practice

Make it sexy! Communication best practice Jean-Christophe Binetti, CONVIS CONSULT & MARKETING Berlin / Paris. Helping beneficiaries communicate. How managing authorities

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Make it sexy! Communication best practice

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  1. Make it sexy! Communication best practice Jean-Christophe Binetti, CONVIS CONSULT & MARKETING Berlin / Paris

  2. 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

  3. 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

  4. What is the role of the communication manager in the managing authority? Task force Innovator Consulting Evaluator Manager Trainer Designer Network moderator Project steering manager

  5. Sich Sich informieren informieren Abstimmen Abstimmen Handeln Handeln Continuous improvement of global communication about the EU Information publicity Do it together Promote projects Inform & sensitize

  6. What are the suitable communication channels ? European Commission Managing authority Level 1 Local third parties prof. organisations, NGOs, etc Level 2 MEDIA Level 3 beneficiaries Final beneficiaries like Trainees Level 4 General public Level 5

  7. Suitable tools to inform and support the beneficiaries

  8. 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

  9. Support with practical guidelines • Adapted to the needs of the target • Practical examples • Methodical background

  10. Network dedicated materials Post card campaign Intranet Publicity 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

  11. Press map Project Video Support the communication of beneficiaries / Projects Good Practice database Event Seminar Material Partners Kit

  12. Museum ticket • 4000 tickets distributed per day! • 0,00 € cost, only creative energy • Good communication relay to citizen

  13. Highlight projects and beneficiaries • 4791 Projects in Berlin • 629 beneficiaries

  14. Web-toolbox to support beneficiaries to communicate

  15. PLAN plan your communication actions REPORT & ADAPT IMPLEMENT report and adapt your communication plan implementation of your communication actions EVALUATE evaluation of your communication actions Goal: Continuous improvement of your communication

  16. 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

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

  18. Communication strategy Communication plan – Master plan Workshop Target and Target groups Audits, evaluation and monitoring Media response analysis Communication Management System Public relation, Multimedia campaign Crisis communication Communication portal Project communication in EU context Questionnaire and Survey Communication handbook Training Jean-Christophe BINETTI Consult & Marketing GmbHBerlin, Paris Tel. +491723140411 binetti@convis.com

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