Kristi Jõesaar Annika Vilu Managing Authority Ministry of Finance of Estonia Nation-wide communication campaigns in small Estonia

Population: Area: km² Capital: Tallinn 15 regions Small Estonia Media landscape: 3 national TV channels Ca 30 radio stations 7 national dailies Ca 22 regional papers Ca 10 national weeklies Ca 50 magazines SF communication system: 2 programming periods Objective 1 1 communication strategy 3 communication plans and responsible leading ministries 20 implementing bodies

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

Road show Goals: Rise awareness of SF Present SF on the local level Target common message to wide public Achieve positive media coverage on local level Target groups: General public Potential applicants Local media Municipalities 2003: introducing EU Structural Funds 2005: collecting feedback from beneficiaries 2007: launching the new programming period

Road show 2007 How? 15 counties/regions Co-operation with intermediate bodies Co-operation with local development centres and county governments Format – information day When? October - December What? Overview of old and new programming period Presentations of supported fields Success stories Information about application possibilities, contacts Questions-answers

Road show 2007 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

Results/Lessons learned + Rise of awareness Active participation Attraction for media/Large media coverage Going local Co-operation with local development centres - 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

The journal Goals: Rise awareness of SF Present overall benefit – national and regional development Reach target groups on local level Target groups: General public Potential applicants Other media channels Tool: Local and daily newspapers (insertion over copies) 28 pages, coloured, environmentally friendly paper Content: Success stories Overview of application, supported fields 2005: possibilities 2006: success stories 2007: new programming period

Results/Lessons learned - Limited content Competence of journalist + Stories from different regions Infotainment: crossword Networking Continuity In Estonian and Russian Source for other channels Large audience Well-known Positive feedback from readers

TV programme Goals: To rise awareness of SF To present overall benefit – national and regional development Target groups: General public Potential applicants Tool: National public television 10-series, half an hour Content: Introduction of SF system Overview of application, supported fields Success stories on local/national/EU level Entertainment 2005: previous period 2007: new programming period

Results/Lessons learned Thank you! Kristi Jõesaar & Annika Vilu Stories from different regions National public TV Infotainment Funny sketches Spokespersons Source for other channels Large audience Well-known - Competence of journalist Air time Spokespersons