1. Szilvia Meszaros Hungary Moderator

2. Matthias Vorhauer ESF communication, Saxony, Germany

3. Two funds, one strategy 3 Matthias Vorhauer ESF Managing Authority Saxony, Germany Brussels, 9-10 December

4. 4 Seven more years! Brussels, 9-10 December

5. Joint strategy What do we want?  Great communication!  A basis for dealing with –a multitude of ESF and ERDF programs, –target groups, –and communication situations. 5 Brussels, 9-10 December

6. Joint strategy Why do we want it?  To do our job in the best possible way: –Promoting the regional programs –Promoting the output of EU-funding  Pulling together resources for the big plans  Work once instead of doing things twice 6 Brussels, 9-10 December

7. Joint strategy How do we get it?  Ignorance and confidence  Partner up  KISS 7 Brussels, 9-10 December

8. From zero to hero?  Beginning of process in 2012  Assessment: experiences, papers, workshops  Partner: private communication agency as coach/sparring partner/moderator 8 Brussels, 9-10 December

9. Content is king  Strategy as framework for annual action plans  Level 1: key objectives, target groups, messages  Level 2: communication channels/tools according to key objectives  Three qualitative principles: –Activities are connected, no isolated events –Snowball effect: activities create additional communication opportunities –Create one or two highlights each year 9 Brussels, 9-10 December

10. State of play  First draft being checked with confirmed regulation  In 2014: involving –many players in administration, stakeholders –the members of the monitoring committee  As soon as operational programms have green light, proposal/resolution in monitoring committee 10 Brussels, 9-10 December

11. We shall overcome  No final partnership agreement/operational programs  Consistency/innovation ratio  Structural challenges 11 Brussels, 9-10 December

12. In a nutshell  We want to deliver the best communication possible  We've got the tools – or at least we can make some of them  It's all about resources  Get help, involve  Focus on the framework  Keep it simple 12 Brussels, 9-10 December

13. Please contact: Matthias Vorhauer Saxon State Ministry for Economic Affairs, Labour, and Transport | ESF Managing Authority Wilhelm-Buck-Str. 2 | D-01097 Dresden +49 (0)351.564.8236 matthias.vorhauer@smwa.sachsen.de www.strukturfonds.sachsen.de 13 Brussels, 9-10 December

14. PPT

15. Brussels, 9-10 December

16. Patrick Wouters & Marianne Schrama Agentschap SZW Ministry of Economic Affairs, Agriculture & Innovation

17. Preparing a multi-fund communication strategy the Dutch experience Communication strategy ERDF-ESF 2014 - 2020 Patrick Wouters & Marianne Schrama

18. How it started Many organizations involved in Europe – public (1828) Lack of shared messages Small individual communication activities Expensive and ineffective Separate worlds

19. So, joining forces Permanent Representation Ministery of Economic Affairs ERDF ESF INTERREG

20. Goal Reach the general public, wider scope No more waste of energy and money Better results Feeling better

21. Results so far Circus campaign EU in 2009: –Photo exhibition –Europaomdehoek.nl Midterm evaluation ERDF in 2010 Europa Kijkdagen (open days) in 2011, 2012 & 2013

22. Conclusions We understand each other We reinforce and inspire each other We want to continue and enlarge

23. Strategy Process Content

24. Process 1 Start from the current situation But… –Different mind sets –Transnational programs cautious

25. Process 2 Confidence must grow Step by step Willingness to work together

26. Process 3 ESF & ERDF writing EFF and Rural Development Program closely involved Transnational programs involved in the background

27. Headlines strategy 1 Target groups defined Core message defined Goals for communication vary by stage of the new period Possibilities for cooperation vary by stage of the new period as well

28. Headlines strategy 2 Co-operate where possible Respect and room for differences Projects are the key Other funds are welcome

29. Current situation Strategy finished Operational program managers ERDF and ESF agreed

30. Further steps Apply strategy on OP’s, year plans and activities Continue cooperation: –www.europaomdehoek.nlwww.europaomdehoek.nl –Europa om de hoek Kijkdagen (open days) Expand cooperation: - joint activities - develop formats - single webportal

31. Lessons learned Check assumptions Mutual trust is the basis Write together Give the process and the partners time Cooperation is an opportunity, not a threat

32. Questions ? Ministry of Economic Affairs Marianne Schrama Agentschap SZW Patrick Wouters

33. Brussels, 9-10 December PPT

34. Brussels, 9-10 December