Szilvia Meszaros
Hungary
Moderator
Matthias Vorhauer
ESF communication, Saxony,
Germany
Two funds, one strategy
Matthias Vorhauer
ESF Managing Authority
Saxony, Germany
Brussels, 9-10 December
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Brussels, 9-10 December
Seven more years!
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Brussels, 9-10 December
Joint strategy
What do we want?
 Great communication!
 A basis for dealing with
– a multitude of ESF and ERDF programs,
– target groups,
– and communication situations.
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Brussels, 9-10 December
Joint strategy
Why do we want it?
 To do our job in the best possible way:
– Promoting the regional programs
– Promoting the output of EU-funding
 Pulling together resources for the big plans
 Work once instead of doing things twice
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Brussels, 9-10 December
Joint strategy
How do we get it?
 Ignorance and confidence
 Partner up
 KISS
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Brussels, 9-10 December
From zero to hero?
 Beginning of process in 2012
 Assessment: experiences, papers, workshops
 Partner: private communication agency as
coach/sparring partner/moderator
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Brussels, 9-10 December
Content is king
 Strategy as framework for annual action plans
 Level 1: key objectives, target groups, messages
 Level 2: communication channels/tools according to
key objectives
 Three qualitative principles:
– Activities are connected, no isolated events
– Snowball effect: activities create additional communication
opportunities
– Create one or two highlights each year
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Brussels, 9-10 December
State of play
 First draft being checked with confirmed regulation
 In 2014: involving
– many players in administration, stakeholders
– the members of the monitoring committee
 As soon as operational programms have green light,
proposal/resolution in monitoring committee
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Brussels, 9-10 December
We shall overcome
 No final partnership agreement/operational programs
 Consistency/innovation ratio
 Structural challenges
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Brussels, 9-10 December
In a nutshell
 We want to deliver the best communication possible
 We've got the tools – or at least we can make some of
them
 It's all about resources
 Get help, involve
 Focus on the framework
 Keep it simple
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Brussels, 9-10 December
Please contact:
Matthias Vorhauer
Saxon State Ministry for Economic Affairs,
Labour, and Transport | ESF Managing Authority
Wilhelm-Buck-Str. 2 | D-01097 Dresden
+49 (0)351.564.8236
matthias.vorhauer@smwa.sachsen.de
www.strukturfonds.sachsen.de
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Brussels, 9-10 December
Patrick Wouters &
Marianne Schrama
Agentschap SZW
Ministry of Economic Affairs,
Agriculture & Innovation
Preparing a multi-fund
communication strategy
the Dutch experience
Communication strategy
ERDF-ESF 2014 - 2020
Patrick Wouters & Marianne Schrama
How it started
• Many organizations involved in Europe –
public (1828)
• Lack of shared messages
• Small individual communication activities
• Expensive and ineffective
• Separate worlds
So, joining forces
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Permanent Representation
Ministery of Economic Affairs
ERDF
ESF
INTERREG
Goal
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Reach the general public, wider scope
No more waste of energy and money
Better results
Feeling better
Results so far
• Circus campaign EU in 2009:
– Photo exhibition
– Europaomdehoek.nl
• Midterm evaluation ERDF in 2010
• Europa Kijkdagen (open days) in 2011, 2012 &
2013
Conclusions
• We understand each other
• We reinforce and inspire each other
• We want to continue and enlarge
Strategy
• Process
• Content
Process 1
• Start from the current situation
• But…
– Different mind sets
– Transnational programs cautious
Process 2
• Confidence must grow
• Step by step
• Willingness to work together
Process 3
• ESF & ERDF writing
• EFF and Rural Development Program
closely involved
• Transnational programs involved in the
background
Headlines strategy 1
• Target groups defined
• Core message defined
• Goals for communication vary by stage of the
new period
• Possibilities for cooperation vary by stage of the
new period as well
Headlines strategy 2
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Co-operate where possible
Respect and room for differences
Projects are the key
Other funds are welcome
Current situation
• Strategy finished
• Operational program managers ERDF and
ESF agreed
Further steps
• Apply strategy on OP’s, year plans and activities
• Continue cooperation:
– www.europaomdehoek.nl
– Europa om de hoek Kijkdagen (open days)
• Expand cooperation:
- joint activities
- develop formats
- single webportal
Lessons learned
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Check assumptions
Mutual trust is the basis
Write together
Give the process and the partners time
Cooperation is an opportunity, not a threat
Questions ?
• Ministry of Economic Affairs
Marianne Schrama
• Agentschap SZW
Patrick Wouters
Brussels, 9-10 December