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