NPP expectations for project websites – Part 1 Kirsti Mijnhijmer 22 April 2009, Copenhagen

Publicity Requirements  NPP publicity requirements: project website within first 6 months of operation  EU publicity requirements  Projects play a role in the NPP communication strategy: the programme’s success depends on your success

Project Communication Strategy  The communication strategy should be at the centre of project implementation  It is essential for the viability of project outcomes that projects can communicate their products and services to the relevant target audiences (end users/financiers).  A communication strategy should be in place from the start of the project to reach self sufficiency at the end of the project (exit strategy)

A Business Perspective  Products and services at the centre  Attributes of products and services clear: marketing arguments  Operation/cooperation of secondary importance  Return on Investment (ROI) is defined  There is an exit strategy

What does this mean for project websites?  The website should focus on project outcomes rather than the cooperation  The status on the development of project outcomes should be clear: something is going on.  It should be clear what to expect at the end of the project.  The website caters to different target audiences

An Example: Sony Ericsson

Project Role  NPP communication strategy: cooperative effort  Projects form the link between the programme and citizens in the area  The programme needs to demonstrate tangible outcomes for the future  Programme communication resources limited  For this reason projects are expected to:  Promote products and services  Feedback (expected) outcomes to the programme level: indicators, examples of promotional materials, success stories, case study  Develop mandatory communication tools within first 6 months  Budget for attending programme events  Follow EU publicity requirements

Reminder: EU Publicity Requirements  EU publicity requirements are a matter of eligibility: risk of funding cuts  Projects are responsible for informing the public about assistance received from ERDF:  EU flag + reference to European Union  Reference to European Regional Development Fund  Programme statement  NPP logo to be shown in combination with EU flag

Summary  Projects have a communication strategy, which forms an integral part of project implementation  Project websites meet the EU publicity requirements  Project websites focus on project outcomes: products/services:  Attributes are clearly defined (marketing arguments)  Project websites demonstrate what is under development  The operation/cooperation is of secondary importance  Project websites demonstrate the business potential of products/services and by that demonstrate their viability

Discussion Points  A business perspective: how could this look for your project?  Possible discussion of concrete project websites

Thank You for Listening!