1. Sinu logo Creative communication ideas in times of budgetary restrictions Media campaign “EU Structural Assistance in Estonia” Helen Ojamaa, MoF Martin Miido, MoEC

2. SF communication system in Estonia 2 programming periods 1 communication strategy 3 communication plans and responsible leading ministries 17 implementing bodies Sinu logo

3. Publicity coordination Communication of the structural assistance is implemented through a cooperation network: Managing Authority (MA),1st level intermediate bodies (incl leading ministries) (IB), 2nd level intermediate bodies Communication Network (members from IB) -Meetings take place in every 1-2 months. -Activities taken together, in 2010 all 3 OP-s common major event – media campaign, assessing OP communication plans etc. Sinu logo

4. Reaching the public (1) Target groups: -wider public, incl. journalists -potential applicants and applicants -final recipients -beneficiaries -steakholders Media landscape: -7 nation-wideTV channels -ca 5 major radio stations (audience over 20% of population) -4 national dailies -ca 22 regional papers -ca 10 national weeklies -ca 50 magazines Sinu logo

5. Reaching the public (2) Awareness: 88% of population has heard that Estonia receives support from the EU and 52% have heard of Structural Assistance 47% has heard of European Regional Development Fund Sinu logo

6. Media campaign “EU Structural Assistance in Estonia”

7. About the campaign Joint Major Event in 2010 of all 3 national OPs in Estonia Promoting ERDF, CF and ESF Budget 10 200 euros = € 0,02 per person reached by the campaign Aims: introduce the double logo to wider public introduce the opportunities of using the EU Structural Assistance and variety of funded projects Sinu logo

8. Campaign rules Duration 2 months (July 1st – August 26th) Weekly drawings and main prize All prizes set out by the beneficiaries 4 steps to participate: - find the logo - take a picture with a person standing beside it - register a user - upload photo Sinu logo

9. Main channels Main channels – 1 online news-portal and a group of 3 radio-channels Main activity in online news-portal environment: - promotion banners, - campaign’s central website (additional information, registration, photo up-load - list of the projects samples Social media Sinu logo

10. Introduction for participation Sinu logo

11. Campaign introduction page Sinu logo

12. How to participate Sinu logo

13. Results Sinu logo

14. Results 2229 photos from 348 users Promotional banners and central website were visible to 643 000 people Radio-channels covered altogether 493 000 people 25 000 unique visitors on campaign`s website Sinu logo

15. Unique visitors by weeks Sinu logo

16. Daily page-views Sinu logo

17. Lessons we learned No money, BIG deal: good ideas are possible with little money Two heads are better than one: cooperation with beneficiaries and different media channels Sinu logo

18. Thank You Helen Ojamaa, Ministry of Finance Martin Miido, Ministry of Economic Affairs and Communications