14/11/2015 - brussels presentation of the campaign « toujours plus haut »
TRANSCRIPT
21/04/23 - BRUSSELS
PRESENTATION OF THE CAMPAIGN« TOUJOURS PLUS HAUT »
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PLAN OF THE PRESENTATION
I. INTRODUCTIONII. GOALS III. CAMPAIGN AND STRATEGY IV. ASSESSMENT - RESULTSV. IN 2012
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I. INTRODUCTIONII. GOALS III. CAMPAIGN AND STRATEGY IV. ASSESSMENT - RESULTSV. IN 2012
www.plushaut.be
I. INTRODUCTION
CONTEXT :
• Wallonia and Brussels : 4.7 millions inhabitants (3.5 millions inhabitants in Wallonia + 1.2 millions inhabitants in Brussels)
17.000 km² • 1,100 projects financed through
ERDF and ESF (2007-2013 plan)
• Global budget for projects : 3.129 billion € (Public + Private parts)
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I. INTRODUCTION
ORIGINALITY OF THE APPROACH
• Multifunds communication : ESF + ERDF projects
• Multi-institutions (Wallonia, Wallonia-Brussels Federation, Brussels)
• Multi-thematics: economy, culture, research, tourism, training, urban revitalization…
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I. INTRODUCTION
LED BY :
• Minister-President of Wallonia and Wallonia-Brussels Federation’s Staff
• Administration of Wallonia (SPW) : Communication Direction SPW, Department of Coordination of European Funds, ESF Agency
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I. INTRODUCTIONII. GOALS III. CAMPAIGN AND STRATEGY IV. ASSESSMENT - RESULTSV. IN 2012
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II. GOALS
KEY FACTS: FACTS FROM AN IPSOS SURVEY:
• 5 persons out of 10 in Brussels and in Wallonia never heard about « European Structural Funds »
• 66 % knew that these projects were co-financed by Wallonia
• 53 % know ESF • 48 % know ERDF
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II. GOALS
MAIN GOALS OF THE CAMPAIGN: REPUTATION, NOTORIETY:
• « To learn about the funds, ESF and ERDF, and their objectives »
• « to improve the knowledge about the actions »• Attribution : « To identify clearly that EU and
public authorities are investing »• Image : « To improve the image of the action of
the EU»• Coherence, Consistency of the communication :
« a unique communication »
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II. GOALS
TARGETS :
• Citizens • Projects Beneficiaries• Final consumers (« Destinataires »)• Media
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I. INTRODUCTIONII. GOALS III. CAMPAIGN AND STRATEGY IV. ASSESSMENT - RESULTSV. IN 2012
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III. CAMPAIGN AND STRATEGY
TIMING :• Launched on April 28th till end of
December 2012
BUDGET:2011: • Media : 700,000 € all taxes included • Conception, co-ordination, production, animation:
200,000 € all taxes included2012: • Identical to 2011
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III. CAMPAIGN AND STRATEGY
PRESENTATION OF THE COMMUNICATION CONCEPT :
NAME & LOGO: • « Toujours Plus Haut »
( « Always higher »)
SIGNATURE:• Usable by beneficiaries• Difficulty : multiplicity of authorities (and
logos) to set in one signature
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III. CAMPAIGN AND STRATEGY
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III. CAMPAIGN AND STRATEGY
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III. CAMPAIGN AND STRATEGY
A CAMPAIGN IN 3 STAGES:1. MAKE A CONCEPT KNOWN:
• TV advertising
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III. CAMPAIGN AND STRATEGY
Broadcast on leading French speaking TVChannels +/-20 % of the global media budget
• Radio spot
Broadcast on leading French speaking radio Channels +/-12 % of the global media budget
Formation
Revitalisation
Tourisme
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III. CAMPAIGN AND STRATEGY
• Ads in newspapersMagazines:10% of the global media budget
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III. CAMPAIGN AND STRATEGY
• PublicubesDisplay in 9 train stations through Wallonia and Brussels
10 % of the budget
More than 2.3 millions people reached
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III. CAMPAIGN AND STRATEGY
2. TO INFORM:
• Website www.plushaut.be
Database of 1,100 projects : complete listing of beneficiaries, copywriting of the description of each project (in a language easy to understand), quarterly update, English translation (going on currently)
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III. CAMPAIGN AND STRATEGY
• WEB TV New video posted every 2 weeks
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III. CAMPAIGN AND STRATEGY
• Short tv programs : « 60 secondes chrono »
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III. CAMPAIGN AND STRATEGY
- Broadcast on the public French speaking TV channel at 8.10 PM- 25 % of the media budget - Re-broadcast on web TV
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III. CAMPAIGN AND STRATEGY
• Event:May 07 & 08th (European day) 51 beneficiaries places 7200 visitors
Publication of the program inside all the daily French speaking newspapers20 % of the media budget
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III. CAMPAIGN AND STRATEGY
3. TO LAST:
• Website - Update every 2 weeks - Last news about the projects : articles, pictures, videos, press articles…• Local televisions: - Web TV videos rebroadcasted on all the
French-speaking local televisions- From September to end of December- 10 % of the media budget
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CAMPAIGN AND STRATEGY
• Media budget (700,000 € all taxes included)
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I. INTRODUCTIONII. GOALS III. CAMPAIGN AND STRATEGY IV. ASSESSMENT - RESULTSV. IN 2012
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IV. ASSESSMENT - RESULTS
• By an independent agency : IPSOS, marketing studies agency
• Before the campaign : from April the 21st to the 28th )
• During the campaign : from June 9th to the 17th
• At the end : from July 15th to August the 2nd
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IV. ASSESSMENT - RESULTS
3 MEASURES/YEAR :• 58 % of the people recognized the campaigns (TV
advertising + radio + posters)• Good media strategy• Videos « 60 secondes chrono » improve credibility
of the campaign• Fame improvement of Funds ESF and ERDF
ESF: 53 % in measurement 0 >< 74 % in measurement 2
ERDF : 48 % in measurement 0 >< 67 % in measurement 2
• 31.000 visitors for almost 80.000 visits of the Website from April to December 2011
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IV. ASSESSMENT - RESULTS
FOCUS GROUP
• Meeting of +/- 40 beneficiaries• Goal : listening to their opinions to improve the
2012 campaign
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I. INTRODUCTIONII. GOALS III. CAMPAIGN AND STRATEGY IV. ASSESSMENT - RESULTSV. IN 2012
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V. IN 2012
OUR CHALLENGES :
• Positive evolution but not sufficient• Increase communication with examples (« 60
secondes chrono ») and testimony• More beneficiaries involved in the event• Posters on beneficiaries places (6 X 4 m posters)• Biggest difficulty : Promotion through beneficiaries,
appropriation of the campaign by beneficiaries