Message in a bottle: how to communicate macro-regional strategies - EUSALP Communication strategy Annalisa Giachi Project manager AlpGov WPC, ERSAF Communication staff Izola, 18.09.2018 1 1

Who we are and what we have done until now Lessons learned about EUSALP Communication: points of strength and weakness How to improve our performance: next steps for the future 1 2 3 2 2

1.The Communication Staff: who we are ERSAF is an operative Agency of Regione Lombardia, in charge of carrying out communication and promotional activities for the development of the agricultural sectors and the rural territory. ERSAF Communication Staff is a coordination point for communication activities and receives contents from the Editors and the single AGs Communication Staff Actually The Communication Staff mainly interacts with Editors, from General Assembly, Annual Presidency, Observers, executive Boards and Action groups

In September 2017, ERSAF delivered a Draft document of: 1. What we have done until now In September 2017, ERSAF delivered a Draft document of: What to communicate To whom communicate How communicate “EUSALP Communication Strategy” for the period January 2016 to June 2019 OBJECTIVE 1 Raise awareness about EUSALP, making its achievements visible OBJECTIVE 2 Attracting relevant actors to EUSALP OBJECTIVE 3 Initiating concrete implementation activities Three Objectives

All our daily activities are based upon 7pillars: 1. What we have done until now All our daily activities are based upon 7pillars: AlpGov and EUSALP logos, and I&P Materials EUSALP and AlpGov Website Press Releases Newsletters Urban Sensing Campaigns Antenna’s Network Training seminars on social media management 1 The Communication Staff is the social media manager (on the basis of the Editors’ contents) 2 3 4 5 6 7 5 5

EUSALP Website statistics Entry channel to the site 1. What we have done until now EUSALP Website statistics (January-August 2018) Entry channel to the site Number of users and average session duration  More than 7.100 visits come from free searches on Google More than 2.500 visits come from people typing directly www.alpine-region.eu Only 519 visits come from social network. This is an entry channel to be improved Each visit lasts on average more than 4 minutes 6 6

1. What we have done until now EUSALP newsletters have been sent to more than 6.500 recipients in the 4 Alpine languages and English. The different versions of the newsletters are also published in the EUSALP website. Newsletter 1 (August 2017) Newsletter 2 (December 2017) Newsletter 3 (June 2018) Submissions Openings English 537 38% Italian 5792 20% Slovenian 25 52% French 38 27% German 104 50% Submissions Openings English 857 96% Italian 5699 32% Slovenian 58 55% French 63 43% German 154 92%   Submissions Openings English 608 119% Italian 5537 38% Slovenian 34 141% French 65 160% German 175 109%

Who we are and what we have done until now Lessons learned: points of strength and weakness How to improve our performance: our plan for the future 1 2 3 8 8

What is working well? What is not working ? Governance Context Contents What is working well? What is not working ? 9 9

Governance 2. Lessons learned Lack of a joint political vision about EUSALP, focused target audiences, key tools and channels Editor are not professional communicators and they do not have time to be concentrated on communication Long decision-making process Good cooperation between Communication Staff and Editors A regulated process for managing the daily requests coming from AGS

Context 2. Lessons learned Need to map the target audiences Barriers to effectively reach out stakeholders and citizens Slow transition from institutional to effective communication Different sectors involved (agricolture, food, mobility) with an high potential of civil engagement High level of interest for project contents

Content 2. Lessons learned Platform of knowledge (POK) Successful newsletters Social media channels activated Joint training to communicate specific issues and to establish stronger links with the working groups Need to define key policy messages Lack of knowledge of local territories and specific stories to make communication more real and concrete Difficulties in reaching a wider audience (citizens and young people) emphasizing “attracting topics” related to EUSALP

Who we are and what we have done until now Lessons learned: points of strength and weakness How to improve our performance: our plans for the future 1 2 3 13 13

From problems to solutions… 3. Next steps Workshop on communication, Brussels, 26 June 2018 AlpGov project partner meeting, Pörtschach, 5 July 2018 3. Report DG Regio - Stojan Pelko about EUSALP Communication Strategy, 19 July 2018 From problems to solutions…

Our strategy for the next future 3. Next steps Our strategy for the next future STEP 1 Identification of key policy messages with EB, updating target audiences STEP 2 New Proposal for a revised Communication Strategy STEP 3 NEW PROCUREMENT PROCEDURE FOR AN EXPERT TEAM SELECTION 23-24 October 2018 Workshop on Communication Strategy- Innsbruck 20-21 November 2018 Annual Forum-Innsbruck Within January/February 2019

STEP 3: NEW PROCUREMENT PROCEDURE FOR AN EXPERT TEAM SELECTION 3. Next steps STEP 3: NEW PROCUREMENT PROCEDURE FOR AN EXPERT TEAM SELECTION To identify a new Editorial team responsible for communication contents To identify and collect project contents through direct meetings with all the AG leaders To gather information and data about events and case studies To directly interview testimonials and stakeholders To produce storytelling Social media strenghthening In which direction?

EUSALP – EU Strategy for the Alpine Region THANK YOU! EUSALP – EU Strategy for the Alpine Region www.alpine-region.eu Communication staff ag1leader.communication.staff@alpine-region.eu 17 17