1. Opening campaign – road show
Annika Vilu
Ministry of Finance of Estonia
Communications Department

2. Why?
93% of population has heard that Estonia receives support from the EU and 24% have heard of SF
Complicated subject for the public
Goals:
Public awareness
Attractive message
Local Approach
Common messages
Difficult to promote to the media
Too much information, too many sources
Capital – centred information

3. When and whom? 24 October – 5 December 2007 Target groups:
General public
Potential applicants
Local media
Municipalities

4. How? 15 counties/regions Co-operation with intermediate bodies
Co-operation with local development centres and county governments
Format – information day:
Questions-answers
Overview of county statistics, success stories
Information about application possibilities, contacts
Presentations of supported fields

5. How? Promotion: Adverts in newspapers Clips on radios
Banners at websites
Press releases
Announcements via lists
Articles in regional newspapers
Media coverage:
Article in regional newspaper
Introducing article in weekly paper
News on radio
News on television

6. Pluses and minuses +
Rise of awareness
Active participation
Attraction for media
Going local
Co-operation with different involved parts
Rather low cost -
Too many co-operation partners, difficult to manage
Too general messages
Duration of a day
Every information day is different from previous, you cannot plan details

7. www.struktuurifondid.ee struktuurifondid@fin.ee
Thank you!