Transcript Make it sexy! Communication best practice Jean-Christophe Binetti, CONVIS CONSULT & MARKETING Berlin / Paris.

Make it sexy!
Communication best practice
Jean-Christophe Binetti,
CONVIS CONSULT & MARKETING
Berlin / Paris
Helping beneficiaries communicate
How managing authorities
 provide information to beneficiaries
on their responsibilities (and their opportunities)
relating to information and publicity
 encourage beneficiaries to communicate
effectively on their projects
 support and guide the beneficiaries
Do you know who are your beneficiaries ?
 Beneficiaries are heterogeneous
– Size, structures (ESF / ERDF / INTERREG / …)
– Goals, motivation to communicate
– Know how, resources
 Beneficiaries are similar
– Not time, to complicated
– Expectations are not clear
– Carrot and (or) stick
– They need to communicate
What is the role of the communication manager in the managing authority?
Innovator
Evaluator
Trainer
Task force
Consulting
Manager
Designer
Network
moderator
Project steering manager
Continuous improvement of global communication about the EU
Sich
informieren
Information
publicity
Abstimmen
Handeln
Do it
together
Inform &
sensitize
Promote
projects
What are the suitable communication channels ?
European Commission
Level 1
Managing authority
Local third parties prof.
Level 2
beneficiaries
Level 4
Final beneficiaries like Trainees
Level 5
General public
MEDIA
Level 3
organisations, NGOs, etc
Suitable tools to inform and support the beneficiaries
Tasks managing
authority
Tools
Remarks / Examples
Assign duties
Formal agreement,
personalised letter,
task list clearly formulated
Adapted to the different
programs, targets, with simple
formulated task sheet
Stimulate
Motivation
Seminar for partner networks
and beneficiaries, realization
of concerted communication
actions, focus on projects
PR working groups, Target
group oriented post card
campaign, good practice
project database
Provide support
and guidance
Practice handbook, example
& good practice, hot line,
Communication web suite
for projects
Viva-europa game for young
people, communication
ambassadors, communication
kit for trainers
Evaluate effects
Check list self evaluation,
media response analysis
bench marking and reporting is
facilitating
Assign duties
Formal agreement supplied with:
 Amount of EU-co-financing
 Clearly formulated rules
and responsabilities
 Added designed flyer
about communication
 Links to the online guideline
for communication
Support with practical guidelines
 Adapted to the needs
of the target
 Practical examples
 Methodical background
Network dedicated materials
Publicity campaign together
with beneficiaries
Dedicated to the target group
of several beneficiaries
Intranet for beneficiaries
community
Share information about events,
communication actions,
best practice of communication
Post card Intranet
campaign
Support the communication of beneficiaries / Projects
Project
Video
Good
Press
Practice
map
database
Event
Material
Seminar Partners
Kit
Museum ticket
 4000 tickets distributed per day!
 0,00 € cost, only creative energy
 Good communication relay to citizen
Highlight projects and beneficiaries
 4791 Projects in Berlin
 629 beneficiaries
Web-toolbox to support beneficiaries to communicate
Goal: Continuous improvement of your communication
PLAN
REPORT
& ADAPT
report and adapt your
communication plan
EVALUATE
plan your
communication
actions
IMPLEMENT
evaluation of your
communication
actions
implementation of
your communication
actions
Tool & Method: Delphi - Developing European Local
Performance Heightening Information
Create Web portal – community – manage regional actors – PR guideline – Checklist self evaluation – news – forum – communication plan –
communication tasks management – evaluation / indicators – media response analysis – good practice database - multilingual
The quality and the visibility of your own communication
is an important motivation factor for your beneficiaries
Jean-Christophe BINETTI
Consult & Marketing GmbH
Berlin, Paris
Tel. +491723140411
[email protected]
Communication strategy
Communication plan – Master plan
Workshop Target and Target groups
Audits, evaluation and monitoring
Media response analysis
Communication Management System
Public relation, Multimedia campaign
Crisis communication
Communication portal
Project communication in EU context
Questionnaire and Survey
Communication handbook
Training