Europe invests, Flanders grows!
Annual major information activities
Introduction
• ERDF Objective 2- program in Flanders: two hundred million euros
• 4 Priorities – Knowledge based economy and innovation– Entrepreneurship– Economic environment – Urban development
Introduction
• Communication structure: – Technical secretariat (1 FTE)– Provincial contact points
• Communication budget: 1.180.000 euros
• Cost of the new campaign: 250.000 euros (21% of the budget)
Structure of the campaign
• Purpose:
Inform the general public about ERDF, create a positive attitude towards Europa
and increase the general awareness
And this by putting the projects in the spotlights
Structure of the campaign
• From baseline to headline:“Europe invests, Flanders grows”
• Funded projects in a bright and colourful spotlight
• A passe-partout concept: useful for JTS, contact points and beneficiaries (a guidance note)
• Builds up to the annual event in Bruges
The communication mix
• Two TV-spots on the Belgium national television– Run from 10th until 22nd of May
• Ads in 4 major newspapers
• Ads in free newspaper ‘Metro’
• Publicity on the biggest radio station for the annual event
The finale: annual event in Bruges 22nd of May
• The four priorities on four locations
• A mix of small and major projects will have an interactive information stand
• A family day: gadgets, games, performances and a contest
• Radio broadcast on the spot
Information campaign 2009
• Ad in free newspaper to promote a photo contest and the competition ‘Check your knowledge of Europe’ (March 2009)
• Ads in the same newspaper to announce the annual event (May 2009)
• Publi-reportage in specialised financial newspaper
Information campaign 2009
• No major impact with general public
• Annual event was not a great success (due to weather conditions)
• To early in the program period to communicate the results, most of the projects started in 2009
Conclusion
• Make the campaign cheerful, colourful
• Choose a concept that can work for several years and can be used by JTS, contact points and even by the beneficiaries
• Work with the projects as signboards, choose projects that the general public will understand