Communication activities promoting European Union funding programmes - 2008

1. Communication activities promoting European Union funding programmes - 2008 National Development Agency, Hungary

2. Primary communication activities in 2008 • „New Hungary – You are a part of it”National public awareness communication campaign • Media cooperation • Televisionprogrammes • Professional communication

3. 1. Communication campaign • Role: raising awareness and sparking involvement of population, generating interest, presenting development areas and results in three stages • Tools: • Mass media: TV, radio, outdoor advertising • Local media: presenting achievements through successful NDP projects on sponsored pages in printed media • Slogans: • You are a part of it! - December2007 • Get the best out of yourself! – March 2008 • It’s good to be proud! – June2008

4. Stage 1: „You are a part of it” campaign You are a part of it! It’s not that there will be a successful and new Hungary some time in the future, but there is already. You are part of it! You just have to work for it!

5. Stage 2: „You are a part of it” campaign Get the best out of yourself! Thanks to European Union developments there are already results, now’s the time to get the best out of ourselves!

6. Stage 3: „You are a part of it” campaign It’s good to be proud! There are concrete results of the 2004-2006 EU developments, we just have to see them! We have something to be proud of in the areas of the economy, human resources, environmental protection and infrastructural developments!

7. Stage 3: „You are a part of it” campaign

8. 2. Media cooperation • On radio and in printed press: • Interviews with successful NDP project managers, • Presenting completed NDP projects, • NHDP aims and opportunities, invitations to tender. • Media: dailies, weeklies, radio • April – October 2008

9. 3. Television programmes • Animated film series – M1 • Key points, most important steps, objectives, messages of development policy, the European Union funding and tendering system presented in 34 episodes co-produced by NDA–MTV. • 2-minute spots aired weekdays before the m1 evening News on MTV between January-May 2008 • www.modernkepmesek.hu

10. Television programmesRTL Klub • „EU-phoria”mini series • 2-minute short films on finalized NDP projects, aired weekday evenings at prime time. • February – June 2008 • „Európai Idő” (European Time) magazine • TV magazine-style coverage of EU topics, achievements, tendering system in 12-minute slots, aired on Sundays • February – December 2008

11. EU-phoria

12. „Jóban rosszban” (For better, for worse) – the popular soap opera clinic tenders for an EU grant! How the EU tendering and funding system works in practice as presented in the hit hospital soap opera series. February – December 2008 „Európa meg Én” (Europe and Me)mini series 1-minute short films of finalized NDP projects, aired weekday evenings at prime time. May – July 2008 Television programmesTV2

13. 4. Professional communication • OP-related communication aimed at specific target groups. • Target groups: • Potential beneficiaries • Local players • NGOs • Press • Opinion shapers, etc. • Tools: • Mini campaigns • Tendering announcements • Events, (media)briefings, roadshows • Publications • Other tools

14. Results – book format • The 77 most succesful projects of 2007 • Exclusive publication • Project descriptions • Interviews with project managers • Photographs, easy-to-read • 5000 copies

15. Results – book format

16. New Hungary Pole Programme - an effective tool to increase competitiveness • Focus of Pole Programme • Direct business development • Horizontal business development through creation of favourable business environment • Main objectives • 5-10 successfully operating pole innovation clusters by 2013 • Measurable market share on EU level • Linkage to global industry value-chain • Strengthening small- and medium-size enterprises’ sector • Increasing employment rate • 2007-2013 budget • Support budget: HUF 354-423 billion (€1.5 – 1.76 billion) • Total investment forecast: HUF 507-716 billion (€2.1 – 3 billion)

17. New Hungary Enterprise Micro Credit - a chance to grow • Micro Credit Programme • 80% of Hungarian companies operate without credit - the rate in more developed countries is 15-20% • Even successful micro and small enterprises can’t get into the bank financing loop • Main objectives • Improve the credit options of micro and small enterprises • Programme structure • Venture Finance Hungary Plc. ► contracted financial intermediaries ► micro and small enterprises • Budget of the programme: HUF 83 billion (€340 million) for 2008-2013 • Conditions • Credit aim: to finance acquisition of tangible assets and other investments, expansions, related current assets • Maximum credit: HUF 6 million (€25,000) • Applicant’s maximum turnover: HUF 200 million (€830,000) • Interest rate: max. EU reference rate + 2% • Expected own contribution: minimum 20% of development budget • Credit term: 5 years for investment credits, 1 year for current asset credits

18. It’s good to be proud!

19. Thank you for your attention! Judit SZŰCS National Development Agency Judit.SZUCS@meh.hu www.nfu.hu