Transcript Creating a communication plan from evaluation results Ondřej Štefek, Naviga 4 Kamila Davidová, Czech Ministry of Labour and Social Affairs.

Creating a communication plan
from evaluation results
Ondřej Štefek, Naviga 4
Kamila Davidová, Czech Ministry of Labour and Social Affairs
Evaluation as a prerequisite for effective communication plan
EVALUATION
Gives
feedback
from target
groups
Clarifies
communication
objectives
Identifies
effective comm.
tools
Helps
specify
communication
tools
Analyzes
implementation
pros & cons
Improves
execution of
action plan
COMMUNICATION PLAN
5. Positive impact key objectives and 1. Effective
of EU regional
communication
impact
policy on peoples
everyday life and
on positive
perception
4. Satisfactory
absorption
capacity
2. Informed,
motivated and
convinced
target groups
3. High interest on EU funds, high quality
applications, fluent project
accomplishment
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Case study:
Evaluation of ESF communication activities in the CR
EUROPEAN SOCIAL FUND IN THE CZECH REPUBLIC
F A C T S
€ 0.457 billion
allocation
B A S I C
2004 – 2006
2007 – 2013
€ 3.774 billion
planned
allocation
distributed
through
distributed
through
since 2004
Operational
Programme
Human
Resources
Development
Single
Programming
Document for
Objective 3
Community
Initiative
Programme
EQUAL
Operational
Programme
Human
Resources
and
Employment
Operational
Programme
Education for
Competitiveness
Operational
Programme
Prague Adaptability
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Case study:
Evaluation of ESF communication activities in the CR
EVALUATION OBJECTIVES
1.
2.
3.
Evaluate the execution of Communication Plan (CoP) at all levels of ESF’s
implementing structure. Provide measurement of effectiveness of identified
information and publicity tools.
Analyze the extent of ESF coverage in Czech media.
Examine the impact of information and publicity measures via public survey.
Give recommendations for improvement of information and publicity tools with intention
to raise awareness of CoP’s target groups in 2007-2013. Recommendations address
mainly to new OP Human Resources and Employment and OP Prague - Adaptability.
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Case study:
Evaluation of ESF communication activities in the CR
EVALUATION METHOD
2007 - 2013
2004 – 2006
ESF Evaluation
Evaluation of OP
Human Resources
Development
On-line
communication
assessment
Direct
communication
assessment
Recommendations for
OP Human Resources and
Employment
Evaluation of Single
Programming Document
for Objective 3
Publication
activities
assessment
Promotional
objects
assessment
Evaluation of Community
Initiative Programme
EQUAL
Media
communication
assessment
Other
communication
assessment
Recommendations for
OP Prague –
Adaptability
Recommendations for improvement of information and publicity tools with intention
to increase awareness of ESF and its objectives and tools amongst CoP target groups
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Case study:
Evaluation of ESF communication activities in the CR
EVALUATION SOURCES
Besides other inputs MARKET RESEARCH had been used with the following objectives and tools.
RESEARCH TOOLS
OBJECTIVES
Quantitative: CATI (Computer Assisted Telephone Interviewing)
 representative sample of Czech population (18-65 yrs)
 selective sample of expert public (potential applicants,
applicants/beneficiaries, consultancies, media)
To measure awareness and finding out perception and attitudes
Qualitative: In-depth Interviews with expert public
Identify the more and less
 to get insights on ESF comm. activities and basis for FG
effective communication
Focus Groups of confronted expert TG representatives
tools (insights)
 to uncover both rational and emotional views of target
groups on ESF communication & implementation
Additional : Eye-tracking on expert public representatives
Analyze strengths and
 qualitative method to test concrete outputs like leaflets,
weaknesses of implementation
publications & web page to identify strengths & weaknesses
and execution (details)
 to provide objective data which is not filtered by the brain
& get data which the tested persons are unaware of.
Get overall feedback
from target groups
(awareness, perception)
1.
2.
3.
Creative approach to market research with intention to maximize its value for Communication Plan
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Case study:
Evaluation of ESF communication activities in the CR
1. QUANTITATIVE RESEARCH
KEY CONLUSIONS
GENERAL PUBLIC:
 ESF awareness (AWA):
 spontaneous 6 % non effective AWA
 aided 36 %
(only name)
 ESF perception:
+ ESF = assistance for handicapped
− not associated with education
− low awareness of ESF programmes
− strong myth: using ESF is difficult
 attitude
 “NOT FOR ME”
EXPERT PUBLIC:
 ESF awareness:
 spontaneous 46 %; aided 90 %
 lowest AWA: potential applicants & media
 ESF perception:
+ ESF = assistance for handicapped and
unemployed
− useful but difficult source of financing
 attitude
 “IS IT REALLY ALSO FOR ME?”
INPUTS TO COMMUNICATION PLAN
focus on EFFECTIVE AWARENESS - >
give content to the ESF brand in order
to motivate & achieve real interest
improve
COMPLEX IMAGE
of ESF -> case
studies and
success stories
will effectively
introduce all areas
of assistance
pay special attention
to POTENTIAL
APPLICANTS and
JOURNALISTS
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highlight CONCRETE
HELP for applicants
(personal approach)
-> eliminate myth &
increase
transparency
focus on unified
interpretation of
grant terminology
<- use
understandable
and SIMPLE
LANGUAGE
Case study:
Evaluation of ESF communication activities in the CR
2. QUALITATIVE RESEARCH
KEY CONLUSIONS
IN-DEPTH INTERVIEWS:
 give the basis for focus groups scenario
 confirm the assumptions of communication
tools effectiveness and overall ESF perception
FOCUS GROUPS:
 confrontation:
 successful vs. unsuccessful applicants
 consultancies vs. IB and MA
 unexpected openness and constructivism
brought creative atmosphere & useful Recs
Key insights:
 ESF communication designed for experts –
“EU funds newspeak” and unclear information
structure and language
 the most important & relevant information
source is Internet – need to be user friendly and
profit from on-line advantages (interaction)
 well-timed practical information is crucial for
successful absorption
 best practices is the most desired and effective
form suitable for most of communication tools
INPUTS TO COMMUNICATION PLAN
put more emphasis on direct
FEEDBACK METHODS
make the most
important
communication
tool from the most
relevant
information
source –> treat
ON-LINE
COMMUNICATION
AS A PRIORITY
adapt all the
communication
tools to target
group knowledge
level and USAGE
& ATTITUDE
share BEST
PRACTICES through
all possible
communication tools
and channels
TIMING of information plays the same
importance as its content
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Case study:
Evaluation of ESF communication activities in the CR
3. ADDITIONAL RESEARCH
EYE-TRACKING
INPUTS TO COMMUNICATION PLAN
outsourcing will
bring results ->
“employ” a
professional
GRAPHIC
DESIGNER
KEY CONLUSIONS





details matter
layout is fundamental
form and content must fit each other
less can communicate more
easy orientation is a key to interest and
motivation to work with information
material (printed or on-line)
create CATCHY
headlines and attractive
layout
focus on
development of
STRUCTURE AND
NAVIGATION to ease
the access to
relevant info
consistent design
of information
materials increase
communication
effectiveness ->
work out basic
MANUAL OF
VISUAL IDENTITY
and keep its
guidelines
always use the LANGUAGE OF THE
TARGET GROUP
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Case study:
Evaluation of ESF communication activities in the CR
3. ADDITIONAL RESEARCH
EYE-TRACKING – tested printed materials and web page
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Selected contributions of the evaluation to some parts of CoP
Bellow are listed the selected recommendations:
COMMUNICATIONS OBJECTIVES:
 strengthen the positive image and consultancy role of Managing Authority – open,
transparent and friendly institution
 present qualified and experienced staff of Managing Authorities
COMMUNICATION TOOLS:
 change the role of ESF web portal from a primary on-line information source to an
information router to individual web sites of OP co-funded by ESF
MANAGEMENT:
 improve the HR background of communication activities
 reduce the executive role of information officers, strengthen their supervisory and
methodological role and hire external communication experts and companies
 strengthen the role of the publicity working group (information networks) and make it
more active and decision-making body
MONITORING AND EVALUATION:
 enlarge the role of market research in monitoring and evaluation parts
 use qualitative research (mainly focus groups and in-depth interviews) to get clear and
practical feedback on communication activities
 conduct simple marketing research continually (not only ex-ante or ex-post)
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Thank you for your attention.
Ondrej Stefek
Naviga 4
Prague
[email protected]
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