2009 survey on structural funds in saxony approach, results and impact inform network, june 15 - 16,...
TRANSCRIPT
2009 Survey on Structural Funds in
SaxonyApproach, Results and Impact
INFORM Network, June 15 - 16, 2010
2
Table of Contents
Approach: what we did and why
Results: what did interviewees say?
Impact: what needs to be done?
INFORM Network, June 15 - 16, 2010
3
Approach
Starting point: joint ERDF/ESF communication plan
1st survey on EU-related communication in Saxony
Objectives: optimize and control publicity Survey design:
– population survey: 1.000 private households– business survey: 500 companies– subjects: overall views on Europe, awareness of
ERDF/ESF, sources of information– follow-up survey at the end of funding period
INFORM Network, June 15 - 16, 2010
4
Results: overall views, awareness
Overall views on Europe: positive attitude towards Europe/EU, financial support is generally well known and viewed as positive
Level of awareness:– ERDF: population 40 %, companies 50 %– ESF: population 44 %, companies 66 %
Wish for information:– Population: 51 % want more general information, 40 %
specific– Companies: 64 % want more general information, 72 %
specific
INFORM Network, June 15 - 16, 2010
5
Results: sources of information
Sources of information (population)
INFORM Network, June 15 - 16, 2010
58
48
29
24
24
23
22
20
13
3
7
4
magazines/newspapers
TV
work/school
construction site signs/other signs
Internet
radio
brochures
personal communication
posters
cinema
other
no answer
„Where have you read or heard something about the ESF or ERDF?“ (unaided question)
Basis: interviewees who know at least one of both funds (n=618), data in %
6
Results: sources of information
INFORM Network, June 15 - 16, 2010
45
34
7
6
5
3
3
2
2
1
3
8
14
Internet, " to google"
local authorities, government agencies
media (without the Internet)
chambers of commerce, employers
provincial government, federal government
banks, insurance companies, tax consultants
friends, relatives
EU-administration, EU-politicians
educational institutions
registered societies, organisations
other
I'm not looking for information
don't know / no answer
„Where would you look for information on the European aid programs ?“ (unaided question)
Basis: all interviewees (n=1000), data in %
Preferred sources of information (population)
7
Impact example 1: “old” media Finding: “old” / traditional
media (newspapers, magazines, TV, radio) is dominant source for general information
Benefit: raise public awareness of EU structural funds
Target group: the general public, those who are not specifically looking for information on EU funds
Implementation: intensify media relations (workshop on EU politics and structural funds, press trips, offer regional success stories place content rather than buy ads)
INFORM Network, June 15 - 16, 2010
8
Impact example 2: new media
Finding: when looking for specific information, half the interviewees would look on the Internet
Benefit: offer targeted and systematic information
Target group: potential beneficiaries, those who are actively looking for information
Implementation: optimize website, clear and up-to-date information, lean navigation, best-practice examples, link management, online networking / social media
INFORM Network, June 15 - 16, 2010
9
Impact example 3: networks
Finding: when looking for specific information, overall half the interviewees would turn to “information hubs” such as local or governmental authorities and chambers
Benefit: networks multiply information, trusted sources
Target group: potential beneficiaries, actively looking for information
Implementation: use networks with social partners to multiply information, make info material available in chambers etc, cooperate with special media (chamber magazines etc.) to place content; brochures for special interest groups, e.g. information for municipalities, companies
INFORM Network, June 15 - 16, 2010
10
Conclusions
1. Both companies and private households express strong wish for information
2. Media mix is important for successful communication: old media, new media, networks, active/passive approach Saxony acted right away
3. Communication plan: compare key findings with plan, check in which ways updates are necessary next step
4. Follow-up survey
INFORM Network, June 15 - 16, 2010
11
THANK YOU!
Andrea DeckerSAXON STATE MINISTRY FOR ECONOMICAFFAIRS, LABOUR, AND TRANSPORTDivision 55 | Managing Authority ERDFWilhelm-Buck-Str. 2 | 01097 Dresden+49 (0)[email protected]
www.strukturfonds.sachsen.de
INFORM Network, June 15 - 16, 2010
Matthias VorhauerSAXON STATE MINISTRY FOR ECONOMICAFFAIRS, LABOUR, AND TRANSPORTDivision 23 | Managing Authority ESFWilhelm-Buck-Str. 2 | 01097 Dresden+49 (0)[email protected]