Hans-Ulrich Goessl
DG Agriculture and rural development
Moderator
Aleyda Hernandez
European Parliament,
Directorate-General for Communication:
The EP election campaign 2014
Brussels, 9-10 December
Maria Rosaria Fraticelli
Industry, Education, Training & Employment
Department, Umbria Region, Italy
MA CHI SEI? COSA VUOI?
(WHO ARE YOU? WHAT DO YOU WANT?)
I.E. EUROPEAN SOCIAL FUND MADE
SIMPLE, ENTERTAINING AND...COOL
Maria Rosaria Fraticelli
Umbria Region
WHAT IS IT?
THE INTERREGIONAL AGREEMENT
A CAMPAIGN ON EU, ESF IN GENERAL AND LOCAL ESF CO-FUNDED
INTERVENTIONS
+
A FINAL SHOW WITH GUEST STARS AND PRIZES
Sardinia Region required to adapt the “Ma chi sei? Cosa vuoi?”
Campaign format to its territory and targets:
The 1st Italian interregional agreement on ESF communication
was signed
THE RESPECTIVE TARGETS
UMBRIA REGION
SARDINIA REGION
high school students
high school students,
their teachers and relatives
students’parents/relatives/teachers
citizens in general
Brussels, 9-10 December
WEBSITE
FACEBOOK
AND TWITTER
Brussels, 9-10 December
OTHER ADVERTISING AND
COMMUNICATION ACTIONS
BEFORE
17.000 DEM (Direct E-mail Marketing)
• press releases to 94 media contacts (national and regional press
agencies, newspapers, TV and radio channels) + 118 free-lance
journalists
• 2 local TV specials
DURING
live streaming video transmission
AFTER
• short videos on the events
• publication
Brussels, 9-10 December
LIVE QUIZ
quiz winners won study-visit packages to Brussels
3 steps
1 step
•ALL AGAINST ALL
•THE INDIAN WARS
•HIGHLANDER: There can be only one!
direct match among 10 teams of
students. The students competing being
chosen by schools themselves
quiz winners won study-visit packages to
Brussels for themselves the
parent/relative and the teacher
accompanying him/her
the six-student team with the highest
score
Another studi-visit package was
selected by lot among the citizens
attending the show
Brussels, 9-10 December
LOOK WHO'S TALKING!
ESF in a nutshell: a quick question-and-answer interview with the MA
+
Major co-funded projects explained by testimonials
• I.L.S.
• School of Enterprise
• IDE-E. (Pilot Project)
•
•
•
•
•
Master & Back
Se-stante
Research-bursary
Merit/Research Grant
Guidance
• The Research-Grant Scheme
• Eurodysseé
Brussels, 9-10 December
THE SINGERS AND COMIC SCENES
Mr. Entics
famous Italian rapper
Black ‘n’ Black
international-root rap band based in Perugia
Ilaria Porceddu
nation-wide famous pop singer
Giulio Golia
comic actor and M.C.
John Peter Sloan
prime-time show comic actor.
He is also a famous language trainer
Brussels, 9-10 December
WHO ARE YOU?
WHAT DO YOU WANT?
SCENES
Scene 1 - What is your degree? What is
your job?
Scene 2 - Your job...do you know how to
get it?
Scene 3 - Do you know what to dress for
a job interview?
A video contest with high-tech prizes
Scene 4 - What is your personal
entrepreneurial rate?
Brussels, 9-10 December
THE EVALUATION
The campaign-and-event participants’ opinion
Do you think the initiative is innovative?
Do you think the initiative is innovative?
89%
93%
yes
no
yes
no answer
1%
no
10%
7%
Has your participation in the event increased your
knowledge on Eu and ESF?
Has your participation in the event increased your
knowledge on Eu and ESF?
90%
84%
yes
yes
no
10%
16%
Would you like the regional administration to
organize initiative of this kind again?
94%
yes
Would you like the regional administration to
organize initiative of this kind again?
92%
yes
no
1%
no answer
5%
no
8%
Brussels, 9-10 December
no
THE EVALUATION
The European Commission’s opinion
Mr. Nicolàs Gibert- Morin
EMPL E3 Head of Unit - Italy, Denmark, Sweden
Brussels, 9-10 December
COST BREAK DOWN
type of service
Cost
Graphic concept and implementation. Set. Printing. Service
and hiring of all technical appliances
€ 29.125,00
two online-test projecting, one test on entrepreneurship
inclination, website, fb, and twitter (implementation and
managing), hiring of the head hunter included
€ 4.800,00
Students' EU and ESF training, question list for quiz
€ 6.500,00
comic actor’s performance money
style consultant’s performance money
# 7 travels to Brussels
Catering
Video service
TOTAL (exclusive of VAT)
€ 3.500,00
€ 800,00
€ 7.900,00
€ 2.000,00
€ 1.500,00
€ 56.125,00
Brussels, 9-10 December
TIMING
(technical actions only)
the earlier, the better (1 year- 6 months before the show)
1. Definition of the target of the audience
2. Fixing the date of the show
3. Fixing the place for the show
4. Europe Direct involvement (definition of the programme and schedule for
schools)
5. Definition of the list of questions for the quiz
6. Writing the script of the show and the main dialogues, chose images, define the
quiz regulation and prizes
7. Choosing the M.C.
8. Inviting co-funded project testimonials
9. Signing the contracts with artists and guests
10.Planning of the dedicated website
11.Signing contracts with the suppliers for Design, Moving images, Video Makers,
Technical appliances
Brussels, 9-10 December
TIMING
(technical actions only)
one month before the show
•Training of the students
•Invitations of parents and relatives
•Publishing of the website
•Recall all persons involved in the making of the show
3 weeks before the show
•Online-pre registration opening
•Ask the press office to issue a first press release on the campaign (and the show) with the
indication of website for online-preregistration (only in case the event is open to general public)
•Open Fb and twitter accounts
3 days before the show
•Closing on-line pre-registration and preparing the lists of participants
•Technical briefing with the stage-director and staff personnel
Brussels, 9-10 December
TIMING
(technical actions only)
2 days before the show
•Rehearsals for stage entries and intervention timing
1 day before the show
•Dress rehearsals (final rehearsals) with mic, light, sound check
The same day of the show
• general meeting (M.C./host and technicians).
Brussels, 9-10 December
CONCLUSIONS
•The best way to learn is having fun. People:
 showed increased knowledge and interest towards ESF topics
 gave many suggestions on what they wanted to know the next time
•Value for money: the originality of the campaign generated sensation and
spontaneuos publicity
• Flexibility: you can decide how complex the final event can be
according to the available financial and –above all- human resources
•It is important not to make the show...just a show
•It is impossible to look back: people want more initiatives like this!
Brussels, 9-10 December
Thank you for your attention
Maria Rosaria Fraticelli
mfraticelli@regione.umbria.it
Brussels, 9-10 December
Brussels, 9-10 December