Developments in dissemination over the time Anne Nuka Head of Marketing and Dissemination Division

History of Statistics Estonia 1 March 1921, the State Statistical Central Bureau of the Republic of Estonia was established. Mr Albert Pullerits – Director of State Statistical Central Bureau

Marketing and Dissemination Division 1 September 1993 the Marketing and Dissemination Department was created. The objective of the Marketing and Dissemination Division: to identify users’ needs, to develop and disseminate statistical output based on user needs, to inform the public about the availability of the statistical information.

Milestones of development (I) 1993 – First catalogue of statistical publications 1995 – First annual calendar of news-releases 1996 – First user survey 1997 – Opening of library electronic catalogue 1998 – First website of Statistics Estonia 1999 – First CD-ROM (statistical yearbook) 2001 – Opening of the statistical database (PC-Axis) First annual report of Statistics Estonia 2002 – First service standards 2003 – Publications including short-term statistics published only on the website 2004 – Publishing first product for schools on the website

Milestones of development (II) 2006 – Implementation of new visual identity Development of CRM (Customer Relationship Management System) 2007 – Archiving statistical publications in DIGAR (National Library Digital Archive) 2009 – All statistical publications published on the website 2010 – Using social media channels (Facebook, Twitter, Blog, Slideshare) 2011 – The first paper-free Census in Estonia. Successful marketing campaign: 67% of population participated in the e-census (world record) 2012 – First mobile app 2013 – Tasks and duties related to planning transferred to the Marketing and Dissemination Department 2014 – Publishing Statistics Map Application on the website

Web environments 6,5 Website and intranet 1,5 Statistical Database 3 GIS 2 Marketing and planning 8 Marketing and communication 4 User support 2 Planning 2 Publications 8 Editing 3 Translation 2,5 Computer graphics 2,5

Team: Publications Compiling of concepts of publications Compiling of multi-domain statistical products (yearbook, quarterly bulletin, pocket- book etc) Editing of manuscripts of all statistical products Editing and translating of data collection materials Translation into English and editing of manuscripts Trainings on language use

Statistical publications

Team: Web environments Development of the website Development of the intranet Development of GIS products, spatial analyses based on geo-referenced statistics Graphical design of statistical products Making layout of statistical output and questionnaires Preparing diagarams for statistical products Printing matters

Team: Marketing and Planning Identifying user needs (user surveys, regular meetings with users) Compiling and and developing statistical programme Marketing activities (dissemination of statistical output, information campaigns, fairs etc) Information days in counties Annual conference of cities and rural municipalities Presentations of publications Enterpreneurship Day Public relations and internal communication Providing user support (requests, Information Telephone, Information Centre) User trainings (3 training modules)

Meeting with the users (I)

Meeting with the users (II)

Main principles of dissemination All users have an equal access to official statistics Dissemination dates of official statistics are announced in advance Statistical information is first published in the statistical database Books are published later and containing analyses, texts and graphs All products on the website are available free of charge Official statistics are always distributed with metadata

Advanced release calendar

Information Centre Since 2004 – European Statistical Support Centre in Estonia statistical library (library units on the spot) publications of Statistics Estonia consultation in finding statistical information, incl EU countries treating requests and orders for information safe centre for using confidential data

Dissemination Policy Basic document where all the main principles and instructions regarding the dissemination of statistics are described. The dissemination policy is updated according to need but not any less frequently than every 2 years. The Dissemination Policy covers different topics of dissemination: principles of dissemination of statistics quality indicators of statistics (relevance, accessibility, comparability etc) segmentation of users statistical output, distribution channels principles of measuring user feedback revisions policy public relations