1. 14/11/2015 - BRUSSELS PRESENTATION OF THE CAMPAIGN « TOUJOURS PLUS HAUT »

2. www.plushaut.be PLAN OF THE PRESENTATION I.INTRODUCTION II.GOALS III.CAMPAIGN AND STRATEGY IV.ASSESSMENT - RESULTS V.IN 2012

3. www.plushaut.be I.INTRODUCTION II.GOALS III.CAMPAIGN AND STRATEGY IV.ASSESSMENT - RESULTS V.IN 2012

4. www.plushaut.be I.INTRODUCTION CONTEXT : Wallonia and Brussels : 4.7 millions inhabitants (3.5 millions inhabitants in Wallonia + 1.2 millions inhabitants in Brussels) 17.000 km² 1,100 projects financed through ERDF and ESF (2007-2013 plan) Global budget for projects : 3.129 billion € (Public + Private parts)

5. www.plushaut.be I.INTRODUCTION ORIGINALITY OF THE APPROACH Multifunds communication : ESF + ERDF projects Multi-institutions (Wallonia, Wallonia-Brussels Federation, Brussels) Multi-thematics: economy, culture, research, tourism, training, urban revitalization…

6. www.plushaut.be I.INTRODUCTION LED BY : Minister-President of Wallonia and Wallonia-Brussels Federation’s Staff Administration of Wallonia (SPW) : Communication Direction SPW, Department of Coordination of European Funds, ESF Agency

7. www.plushaut.be I.INTRODUCTION II.GOALS III.CAMPAIGN AND STRATEGY IV.ASSESSMENT - RESULTS V.IN 2012

8. www.plushaut.be II.GOALS KEY FACTS: FACTS FROM AN IPSOS SURVEY: 5 persons out of 10 in Brussels and in Wallonia never heard about « European Structural Funds » 66 % knew that these projects were co- financed by Wallonia 53 % know ESF 48 % know ERDF

9. www.plushaut.be II.GOALS MAIN GOALS OF THE CAMPAIGN: REPUTATION, NOTORIETY: « To learn about the funds, ESF and ERDF, and their objectives » « to improve the knowledge about the actions » Attribution : « To identify clearly that EU and public authorities are investing » Image : « To improve the image of the action of the EU» Coherence, Consistency of the communication : « a unique communication »

10. www.plushaut.be II.GOALS TARGETS : Citizens Projects Beneficiaries Final consumers (« Destinataires ») Media

11. www.plushaut.be I.INTRODUCTION II.GOALS III.CAMPAIGN AND STRATEGY IV.ASSESSMENT - RESULTS V.IN 2012

12. www.plushaut.be III.CAMPAIGN AND STRATEGY TIMING : Launched on April 28th till end of December 2012 BUDGET: 2011: Media : 700,000 € all taxes included Conception, co-ordination, production, animation: 200,000 € all taxes included 2012: Identical to 2011

13. www.plushaut.be III.CAMPAIGN AND STRATEGY PRESENTATION OF THE COMMUNICATION CONCEPT : NAME & LOGO: « Toujours Plus Haut » ( « Always higher ») SIGNATURE: Usable by beneficiaries Difficulty : multiplicity of authorities (and logos) to set in one signature

14. www.plushaut.be III.CAMPAIGN AND STRATEGY

15. www.plushaut.be III.CAMPAIGN AND STRATEGY

16. www.plushaut.be III.CAMPAIGN AND STRATEGY A CAMPAIGN IN 3 STAGES: 1.MAKE A CONCEPT KNOWN: TV advertising

17. www.plushaut.be III.CAMPAIGN AND STRATEGY Broadcast on leading French speaking TV Channels +/-20 % of the global media budget Radio spot Broadcast on leading French speaking radio Channels +/-12 % of the global media budget Formation Revitalisation Tourisme

18. www.plushaut.be III.CAMPAIGN AND STRATEGY Ads in newspapers Magazines: 10% of the global media budget

19. www.plushaut.be III.CAMPAIGN AND STRATEGY Publicubes Display in 9 train stations through Wallonia and Brussels 10 % of the budget More than 2.3 millions people reached

20. www.plushaut.be III.CAMPAIGN AND STRATEGY 2.TO INFORM: Website www.plushaut.be Database of 1,100 projects : complete listing of beneficiaries, copywriting of the description of each project (in a language easy to understand), quarterly update, English translation (going on currently)

21. www.plushaut.be III.CAMPAIGN AND STRATEGY WEB TV New video posted every 2 weeks

22. www.plushaut.be III.CAMPAIGN AND STRATEGY Short tv programs : « 60 secondes chrono »

23. www.plushaut.be III.CAMPAIGN AND STRATEGY - Broadcast on the public French speaking TV channel at 8.10 PM - 25 % of the media budget - Re-broadcast on web TV

24. www.plushaut.be III.CAMPAIGN AND STRATEGY Event: May 07 & 08th (European day) 51 beneficiaries places 7200 visitors Publication of the program inside all the daily French speaking newspapers 20 % of the media budget

25. www.plushaut.be III.CAMPAIGN AND STRATEGY 3.TO LAST: Website - Update every 2 weeks - Last news about the projects : articles, pictures, videos, press articles… Local televisions: - Web TV videos rebroadcasted on all the French-speaking local televisions - From September to end of December - 10 % of the media budget

26. www.plushaut.be CAMPAIGN AND STRATEGY Media budget (700,000 € all taxes included)

27. www.plushaut.be I.INTRODUCTION II.GOALS III.CAMPAIGN AND STRATEGY IV.ASSESSMENT - RESULTS V.IN 2012

28. www.plushaut.be IV.ASSESSMENT - RESULTS By an independent agency : IPSOS, marketing studies agency Before the campaign : from April the 21st to the 28th ) During the campaign : from June 9th to the 17 th At the end : from July 15th to August the 2nd

29. www.plushaut.be IV.ASSESSMENT - RESULTS 3 MEASURES/YEAR : 58 % of the people recognized the campaigns (TV advertising + radio + posters) Good media strategy Videos « 60 secondes chrono » improve credibility of the campaign Fame improvement of Funds ESF and ERDF ESF: 53 % in measurement 0 >< 74 % in measurement 2 ERDF : 48 % in measurement 0 >< 67 % in measurement 2 31.000 visitors for almost 80.000 visits of the Website from April to December 2011

30. www.plushaut.be IV.ASSESSMENT - RESULTS FOCUS GROUP Meeting of +/- 40 beneficiaries Goal : listening to their opinions to improve the 2012 campaign

31. www.plushaut.be I.INTRODUCTION II.GOALS III.CAMPAIGN AND STRATEGY IV.ASSESSMENT - RESULTS V.IN 2012

32. www.plushaut.be V.IN 2012 OUR CHALLENGES : Positive evolution but not sufficient Increase communication with examples (« 60 secondes chrono ») and testimony More beneficiaries involved in the event Posters on beneficiaries places (6 X 4 m posters) Biggest difficulty : Promotion through beneficiaries, appropriation of the campaign by beneficiaries