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Creative communication ideas in
times of budgetary restrictions
Media campaign “EU Structural
Assistance in Estonia”
Helen Ojamaa, MoF
Martin Miido, MoEC
SF communication system
in Estonia
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• 2 programming periods
• 1 communication strategy
• 3 communication plans and responsible leading
ministries
• 17 implementing bodies
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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.
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Reaching the public (1)
Target groups:
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wider public, incl. journalists
potential applicants and applicants
final recipients
beneficiaries
steakholders
Media landscape:
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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
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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
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Media campaign “EU Structural
Assistance in Estonia”
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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
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Campaign rules
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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
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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
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Introduction for participation
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Campaign
introduction page
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How to
participate
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Results
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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
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Unique visitors by weeks
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Daily page-views
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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
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Thank You
Helen Ojamaa, Ministry of Finance
Martin Miido, Ministry of Economic Affairs and Communications