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Survey on Structural Funds in Saxony: Approach, Results, and Impact

This report presents the approach, results, and impact of a survey conducted on the awareness and perception of European Regional Development Funds (ERDF) and European Social Funds (ESF) in Saxony. The findings highlight the need for improved communication strategies to provide more general and specific information to the population and businesses. The report suggests using a mix of traditional media, online platforms, and information networks to effectively reach the target audience.

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Survey on Structural Funds in Saxony: Approach, Results, and Impact

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  1. 2009 Survey on Structural Funds in Saxony Approach, Results and Impact INFORM Network, June 15 - 16, 2010

  2. Table of Contents • Approach: what we did and why • Results: what did interviewees say? • Impact: what needs to be done? INFORM Network, June 15 - 16, 2010

  3. Approach • Starting point: joint ERDF/ESF communication plan • 1st survey on EU-related communication in Saxony • Objectives: optimize and control publicity • Survey design: • population survey: 1.000 private households • business survey: 500 companies • subjects: overall views on Europe, awareness of ERDF/ESF, sources of information • follow-up survey at the end of funding period INFORM Network, June 15 - 16, 2010

  4. Results: overall views, awareness • Overall views on Europe: positive attitude towards Europe/EU, financial support is generally well known and viewed as positive • Level of awareness: • ERDF: population 40 %, companies 50 % • ESF: population 44 %, companies 66 % • Wish for information: • Population: 51 % want more general information, 40 % specific • Companies: 64 % want more general information, 72 % specific INFORM Network, June 15 - 16, 2010

  5. Results: sources of information • Sources of information (population) „Where have you read or heard something about the ESF or ERDF?“ (unaided question) Basis: interviewees who know at least one of both funds (n=618), data in % INFORM Network, June 15 - 16, 2010

  6. Results: sources of information • Preferred sources of information (population) „Where would you look for information on the European aid programs ?“ (unaided question) Basis: all interviewees (n=1000), data in % INFORM Network, June 15 - 16, 2010

  7. Impact example 1: “old” media • Finding: “old” / traditional media (newspapers, magazines, TV, radio) is dominant source for general information • Benefit: raise public awareness of EU structural funds • Target group: the general public, those who are not specifically looking for information on EU funds • Implementation: intensify media relations (workshop on EU politics and structural funds, press trips, offer regional success stories  place content rather than buy ads) INFORM Network, June 15 - 16, 2010

  8. Impact example 2: new media • Finding: when looking for specific information, half the interviewees would look on the Internet • Benefit: offer targeted and systematic information • Target group: potential beneficiaries, those who are actively looking for information • Implementation: optimize website, clear and up-to-date information, lean navigation, best-practice examples, link management, online networking / social media INFORM Network, June 15 - 16, 2010

  9. Impact example 3: networks • Finding: when looking for specific information, overall half the interviewees would turn to “information hubs” such as local or governmental authorities and chambers • Benefit: networks multiply information, trusted sources • Target group: potential beneficiaries, actively looking for information • Implementation: use networks with social partners to multiply information, make info material available in chambers etc, cooperate with special media (chamber magazines etc.) to place content; brochures for special interest groups, e.g. information for municipalities, companies INFORM Network, June 15 - 16, 2010

  10. Conclusions • 1. Both companies and private households express strong wish for information • 2. Media mix is important for successful communication: old media, new media, networks, active/passive approach  Saxony acted right away • 3. Communication plan: compare key findings with plan, check in which ways updates are necessary  next step • 4. Follow-up survey INFORM Network, June 15 - 16, 2010

  11. THANK YOU! Andrea DeckerSAXON STATE MINISTRY FOR ECONOMICAFFAIRS, LABOUR, AND TRANSPORTDivision 55 | Managing Authority ERDFWilhelm-Buck-Str. 2 | 01097 Dresden+49 (0)351.564.8047andrea.decker@smwa.sachsen.de • www.strukturfonds.sachsen.de Matthias VorhauerSAXON STATE MINISTRY FOR ECONOMICAFFAIRS, LABOUR, AND TRANSPORTDivision 23 | Managing Authority ESFWilhelm-Buck-Str. 2 | 01097 Dresden+49 (0)351.564.8236matthias.vorhauer@smwa.sachsen.de INFORM Network, June 15 - 16, 2010

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