1. Partnering the process
Developing the strategy for communicating EU-funds in 2014+ 1

2. Two funds, one strategy Joint ESF-ERDF-communication
Specific ESF-communication
Specific ERDF-communication 2 2

3. Internal Assessment 2007+
Communication strategy 2014+: beginning of process in May 2012
Assessment of communication plan for funding period
Assessment of communication activities – very valuable: midterm assessment, annual report 3

4. Sparring partner wanted!
Partner: private communication agency
Key role: coaching/ sparring partner/ moderator
Project in two phases
Phase one: Assessing the assessment (with third parties), conducted workshop on (re)creating communication plan, May 2012
Phase two: two coached workshops on communication strategy in October and December 2012 4

5. Coaching Phase one
(Re)created communication plan/ strategy from scratch
The „classical“ approach:
SWOT-analysis
Defining need for action: what external/ internal issues are relevant for communication on EU-funds
Defining key objectives, target groups, messages, and actions (external and internal) 5

6. Coaching Phase two
Workshop 1, October 2012: developed guiding principles (see next slide), assessment of relevant communication channels
Homework for workshop 2: work out the details, write first draft
Workshop 2, December 2012: final sparring and work on draft of communication strategy, check on application of guiding principles 6

7. Guiding principles
Guiding principles for communication strategy 2014+:
Strategic document focussing on both meeting communication needs in Saxony and being consistent with EU-regulation
Strategy as framework for annual action plans
Clearly defined key objectives, target groups, messages
Definition of communication channels / tools according to key objectives
Three qualitative principles:
Connect activities: activities are no singular events
Use snowball effect: activities create additional communication opportunities
Create highlights each year 7

8. Timeline Mid-2012: beginning of process
Assessment communication 2007+
Drafting the communication concept from scratch
October 2012: coaching/ workshop 1
October – November: work on first draft
December 2012: coaching/ workshop 2
End of 2012: consolidated draft
2013: involving the members of the monitoring commitee
As soon as operational programms have green light, proposal/ resolution in monitoring committee 8 8