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

2. 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

3. 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

4. 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

5. 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

6. 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 visits come from free searches on Google
More than visits come from people typing directly
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

7. 1. What we have done until now
EUSALP newsletters have been sent to more than 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%

8. 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

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

10. 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

11. 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

12. 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

13. 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

14. 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…

15. 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

16. 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?

17. EUSALP – EU Strategy for the Alpine Region
THANK YOU!
EUSALP – EU Strategy for the Alpine Region
Communication staff 17 17