2009 Survey on Structural Funds in Saxony Approach, Results and Impact INFORM Network, June , 2010

2 Table of Contents  Approach: what we did and why  Results: what did interviewees say?  Impact: what needs to be done? INFORM Network, June , 2010

3 Approach  Starting point: joint ERDF/ESF communication plan  1st survey on EU-related communication in Saxony  Objectives: optimize and control publicity  Survey design: –population survey: private households –business survey: 500 companies –subjects: overall views on Europe, awareness of ERDF/ESF, sources of information –follow-up survey at the end of funding period INFORM Network, June , 2010

4 Results: overall views, awareness  Overall views on Europe: positive attitude towards Europe/EU, financial support is generally well known and viewed as positive  Level of awareness: –ERDF: population 40 %, companies 50 % –ESF: population 44 %, companies 66 %  Wish for information: –Population: 51 % want more general information, 40 % specific –Companies: 64 % want more general information, 72 % specific INFORM Network, June , 2010

5 Results: sources of information  Sources of information (population) INFORM Network, June , 2010 „Where have you read or heard something about the ESF or ERDF?“ (unaided question) Basis: interviewees who know at least one of both funds (n=618), data in %

6 Results: sources of information INFORM Network, June , 2010 „Where would you look for information on the European aid programs ?“ (unaided question) Basis: all interviewees (n=1000), data in %  Preferred sources of information (population)

7 Impact example 1: “old” media  Finding: “old” / traditional media (newspapers, magazines, TV, radio) is dominant source for general information  Benefit: raise public awareness of EU structural funds  Target group: the general public, those who are not specifically looking for information on EU funds  Implementation: intensify media relations (workshop on EU politics and structural funds, press trips, offer regional success stories  place content rather than buy ads) INFORM Network, June , 2010

8 Impact example 2: new media  Finding: when looking for specific information, half the interviewees would look on the Internet  Benefit: offer targeted and systematic information  Target group: potential beneficiaries, those who are actively looking for information  Implementation: optimize website, clear and up-to-date information, lean navigation, best-practice examples, link management, online networking / social media INFORM Network, June , 2010

9 Impact example 3: networks  Finding: when looking for specific information, overall half the interviewees would turn to “information hubs” such as local or governmental authorities and chambers  Benefit: networks multiply information, trusted sources  Target group: potential beneficiaries, actively looking for information  Implementation: use networks with social partners to multiply information, make info material available in chambers etc, cooperate with special media (chamber magazines etc.) to place content; brochures for special interest groups, e.g. information for municipalities, companies INFORM Network, June , 2010

10 Conclusions  1. Both companies and private households express strong wish for information  2. Media mix is important for successful communication: old media, new media, networks, active/passive approach  Saxony acted right away  3. Communication plan: compare key findings with plan, check in which ways updates are necessary  next step  4. Follow-up survey INFORM Network, June , 2010

11 THANK YOU! Andrea Decker SAXON STATE MINISTRY FOR ECONOMIC AFFAIRS, LABOUR, AND TRANSPORT Division 55 | Managing Authority ERDF Wilhelm-Buck-Str. 2 | Dresden +49 (0)  INFORM Network, June , 2010 Matthias Vorhauer SAXON STATE MINISTRY FOR ECONOMIC AFFAIRS, LABOUR, AND TRANSPORT Division 23 | Managing Authority ESF Wilhelm-Buck-Str. 2 | Dresden +49 (0)