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Partnering the process Developing the strategy for communicating EU-funds in 2014+

Partnering the process Developing the strategy for communicating EU-funds in 2014+. Two funds, one strategy. Joint ESF-ERDF-communication Specific ESF-communication Specific ERDF-communication. 2. Internal Assessment 2007+. Communication strategy 2014+: beginning of process in May 2012

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Partnering the process Developing the strategy for communicating EU-funds in 2014+

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  1. Partnering the process Developing the strategy for communicating EU-funds in 2014+

  2. Two funds, one strategy • Joint ESF-ERDF-communication • Specific ESF-communication • Specific ERDF-communication 2

  3. Internal Assessment 2007+ • Communication strategy 2014+: beginning of processin May 2012 • Assessment of communication plan for funding period 2007+ • Assessment of communication activities – very valuable: midterm assessment, annual report 3

  4. Sparring partner wanted! • Partner: private communication agency • Key role: coaching/ sparring partner/ moderator • Project in two phases • Phase one: Assessing the assessment (with third parties), conducted workshop on (re)creating communication plan,May 2012 • Phase two: two coached workshops on communicationstrategy 2014+ in October and December 2012 4

  5. Coaching Phase one • (Re)created communication plan/ strategy from scratch • The „classical“ approach: • SWOT-analysis • Defining need for action: what external/ internal issues are relevant for communication on EU-funds • Defining key objectives, target groups, messages, and actions (external and internal) 5

  6. Coaching Phase two • Workshop 1, October 2012: developed guiding principles (see next slide), assessment of relevant communication channels • Homework for workshop 2: work out the details, write first draft • Workshop 2, December 2012: final sparring and work on draft of communication strategy, check on application of guiding principles 6

  7. Guiding principles • Guiding principles for communication strategy 2014+: • Strategic document focussing on both meeting communication needs in Saxony and being consistent with EU-regulation • Strategy as framework for annual action plans • Clearly defined key objectives, target groups, messages • Definition of communication channels / tools according tokey objectives • Three qualitative principles: • Connect activities: activities are no singular events • Use snowball effect: activities create additional communication opportunities • Create highlights each year 7

  8. Timeline • Mid-2012: beginning of process • Assessment communication 2007+ • Drafting the communication concept from scratch • October 2012: coaching/ workshop 1 • October – November: work on first draft • December 2012: coaching/ workshop 2 • End of 2012: consolidated draft • 2013: involving the members of the monitoring commitee • As soon as operational programms have green light, proposal/ resolution in monitoring committee 8

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