1. Make it sexy! Communication best practice
Jean-Christophe Binetti, CONVIS CONSULT & MARKETING Berlin / Paris

2. Helping beneficiaries communicate
How managing authorities
provide information to beneficiaries on their responsibilities (and their opportunities) relating to information and publicity
encourage beneficiaries to communicate effectively on their projects
support and guide the beneficiaries

3. Do you know who are your beneficiaries ?
Beneficiaries are heterogeneous
Size, structures (ESF / ERDF / INTERREG / …)
Goals, motivation to communicate
Know how, resources
Beneficiaries are similar
Not time, to complicated
Expectations are not clear
Carrot and (or) stick
They need to communicate

4. What is the role of the communication manager in the managing authority?
Task force
Innovator
Consulting
Evaluator
Manager
Trainer
Designer
Network
moderator
Project steering manager

5. Continuous improvement of global communication about the EU
Sich
informieren
Abstimmen
Handeln
Information
publicity
Do it
together
Promote
projects
Inform &
sensitize

6. What are the suitable communication channels ?
European Commission
Managing authority
Level 1
Local third parties prof. organisations, NGOs, etc
Level 2
MEDIA
Level 3
beneficiaries
Final beneficiaries like Trainees
Level 4
General public
Level 5

7. Suitable tools to inform and support the beneficiaries
Tasks managing authority
Tools
Remarks / Examples
Assign duties
Formal agreement, personalised letter,
task list clearly formulated
Adapted to the different programs, targets, with simple formulated task sheet
Stimulate Motivation
Seminar for partner networks and beneficiaries, realization of concerted communication actions, focus on projects
PR working groups, Target group oriented post card campaign, good practice project database
Provide support and guidance
Practice handbook, example & good practice, hot line,
Communication web suite for projects
Viva-europa game for young people, communication ambassadors, communication kit for trainers
Evaluate effects
Check list self evaluation, media response analysis
bench marking and reporting is facilitating

8. Formal agreement supplied with: Amount of EU-co-financing
Assign duties
Formal agreement supplied with:
Amount of EU-co-financing
Clearly formulated rules and responsabilities
Added designed flyer about communication
Links to the online guideline for communication

9. Support with practical guidelines
Adapted to the needs of the target
Practical examples
Methodical background

10. Network dedicated materials
Post card
campaign
Intranet
Publicity campaign together with beneficiaries
Dedicated to the target group of several beneficiaries
Intranet for beneficiaries community
Share information about events, communication actions, best practice of communication

11. Support the communication of beneficiaries / Projects
Video
Press map
Good
Practice
database
Event
Seminar
Material
Partners
Kit

12. 4000 tickets distributed per day! 0,00 € cost, only creative energy
Museum ticket
4000 tickets distributed per day!
0,00 € cost, only creative energy
Good communication relay to citizen

13. Highlight projects and beneficiaries
4791 Projects in Berlin
629 beneficiaries

14. Web-toolbox to support beneficiaries to communicate

15. Goal: Continuous improvement of your communication
PLAN
plan your communication actions
REPORT & ADAPT
report and adapt your communication plan
IMPLEMENT
implementation of your communication actions
EVALUATE
evaluation of your communication actions

16. Tool & Method: Delphi - Developing European Local Performance Heightening Information
Create Web portal – community – manage regional actors – PR guideline – Checklist self evaluation – news – forum – communication plan – communication tasks management – evaluation / indicators – media response analysis – good practice database - multilingual

17. The quality and the visibility of your own communication is an important motivation factor for your beneficiaries

18. Communication strategy Communication plan – Master plan
Workshop Target and Target groups
Audits, evaluation and monitoring
Media response analysis
Communication Management System
Public relation, Multimedia campaign
Crisis communication
Communication portal
Project communication in EU context
Questionnaire and Survey
Communication handbook
Training
Jean-Christophe BINETTI
Consult & Marketing GmbH Berlin, Paris
Tel