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IMC/03/03
Update on implementation of the Communications Strategy
1
UPDATE ON IMPLEMENTATION OF THE COMMUNICATION AND INFORMATION
STRATEGY - INTERREG VA PROGRAMME
1. Overview of Communications Activity
The following is an overview of communications activity undertaken by the SEUPB, over the
past six months, including the official launch of the INTERREG VA Programme at the start of
the year. To date, this activity has focused on the promotion of funding calls under the new
Programme along with the co-ordination of a series of sectoral workshops to assist potential
beneficiaries.
It is worth noting that the SEUPB has been subject to two separate purdah periods for the NI
Assembly elections (30 March to 5 May 2016) and the referendum on UK membership of the
EU (27 May to 23 June 2016) which has impacted upon the amount of pro-active press
coverage generated by the Body.
Annex 3 includes the SEUPB’s Annual Communications Plan Overview for review and
approval by the Programme Monitoring Committee.
2. New Programme Launch Event
The INTERREG VA Programme was officially launched on 22 Jan 2016 at the Skainos
Centre in East Belfast. The event was attended by over 100 of the SEUPB’s key
stakeholders including Scottish Cabinet Secretary for Infrastructure and Investment Keith
Brown, the (then) Irish Minister of Public Expenditure and Reform, Brendan Howlin TD and
the (then) Northern Ireland Finance Minister Mervyn Storey MLA.
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Update on implementation of the Communications Strategy
2
The Communications Team had commissioned a short film highlighting the impact of
previous INTERREG IVA funding which was played during the launch event – this is
available at the below link
https://www.youtube.com/watch?v=b_MrRdtTzNs.
The launch event also attracted a significant level of print and broadcast media attention
from across the Programme’s eligible area including BBC (Scotland), RTÉ and BBC (NI).
3. Promotional Activity – Funding Calls for INTERREG VA
To help ensure the submission of eligible applications to the new INTERREG VA
Programme the Communications Team has undertaken a number of targeted promotional
activities including the;
Creation and insertion of public notification adverts within the Scottish Herald, the
Irish Independent and the Belfast Telegraph (refer to annex 1 for a copy of an advert
placed within the Scottish Herald).
Issuing of funding call focused press releases across the eligible area of the
Programme (within the constraints applied by the NI Assembly election and UK
referendum purdah periods).
Direct mail out to the SEUPB’s database of key stakeholders and potential applicants
(circa 2,600 contacts).
Co-ordination of 5 separate sectoral workshops in Belfast, Londonderry, Inverness
and Dundalk attended by over 150 potential applicants.
Use of the SEUPB’s existing social media channels to promote the opening of all
INTERREG VA funding calls and applicant workshops. (This activity included the
uploading of filmed workshop events onto the SEUPB’s You Tube Channel).
Re-configuration of the SEUPB website to ensure that all relevant information relating
to the new INTERREG VA Programme is as accessible as possible.
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Update on implementation of the Communications Strategy
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Attendees at the R&I (Objectives 1.1) funding call at the ‘Playhouse’ theatre in Derry-Londonderry.
4. Media Coverage
Significant levels of coverage have been secured throughout 2016 in relation to projects in
receipt of funding under INTERREG IVA, the official launch of the new INTERREG VA
Programme and the various funding calls which have opened under the Programme. (Refer
to Annex 2 for a sample of the coverage generated).
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5. SEUPB Website
Traffic to the SEUPB website remains high at an average of 2,700 visits per month. The
most visited pages include the new Programme Overview pages, the INTERREG VA
Funding Call timetable and individual funding call information pages. The Communications
Team is currently involved in the development of a new website for the Body. At present it is
reviewing a number of suggested design concepts with its appointed web development
agency. It is anticipated that the webste will be completed by the end of the summer/early
autumn.
6. Social Media Activity
The Communications Team has continued to develop the SEUPB’s social media presence
on Twitter, Facebook, Linkedin and You Tube, with the following results:
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6.1 Twitter
This is the most popular social media channel used by the SEUPB, which as of 15/06/16 has
1,240 followers.
The above chart relates to the number of ‘impressions’ received by the SEUPB’s twitter
account. ‘Impressions’ are defined as the number of times all of the Body’s followers are
served a Tweet in their timeline or search results. As of May 2016 this reached 48,100
impressions, in comparison to 27,800 recorded in January 2016.
The above chart relates to the number of times SEUPB’s followers ‘Retweeted’ or endorsed
a Tweet posted by the Body. As of May 2016 this reached a total of 93, with an average of
80 ‘Retweets’ per month.
0
10000
20000
30000
40000
50000
60000
Jan-16 Feb-16 Mar-16 Apr-16 May-16
Impressions
0
20
40
60
80
100
120
Jan-16 Feb-16 Mar-16 Apr-16 May-16
Retweets
Retweets
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Update on implementation of the Communications Strategy
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The above chart relates to the number of ‘engagements’ (clicks on a Tweet, Retweets,
replies, follows, likes, links, hashtags, profile photo or Tweet expansion) divided by the
number of ‘impressions’ received by the SEUPB’s Twitter account. In January 2016 this was
recorded at 1.0%, rising to 1.3% in March 2016. Currently the engagement rate stands at
0.9%.
6.2 Facebook
The above chart relates to the total number of likes for the SEUPB’s Facebook page, which
currently stands at 405, in comparison to 324 in January 2016.
0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
1.40%
Jan-16 Feb-16 Mar-16 Apr-16 May-16
Engagement Rate
Engagement Rate
0
50
100
150
200
250
300
350
400
450
6June- 12June
30May- 5
June
23May- 29May
16May- 22May
9May- 15May
2May- 8
May
25Apr -
1May
18Apr -
24Apr
11Apr -
17Apr
4Apr -
10Apr
28Mar- 3Apr
21Mar- 27Mar
14Mar- 20Mar
7Mar- 13Mar
29Feb- 6
Mar
22Feb- 28Feb
15Feb- 21Feb
8Feb- 14Feb
1Feb- 7Feb
25Jan -31Jan
18Jan -24Jan
11Jan -17Jan
4Jan -10Jan
Total Page Likes
Total Page Likes
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Update on implementation of the Communications Strategy
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The above chart relates to the weekly engagement rate of the SEUPB’s Facebook page.
Engagement is defined as the % of people who saw a post and shared, clicked or
commented on it. The engagement rate stands at 3.4% as of 12 June 2016.
6.3 SEUPB You Tube Channel
The above chart relates to the total number of views of all content within the SEUPB’s You
Tube Channel. Current content on the channel includes a number of filmed sectoral
workshops for potential project applicants to the INTERREG VA Programme. The average
0123456789
6June- 12June
30May- 5
June
23May- 29May
16May- 22May
9May- 15May
2May- 8
May
25Apr -
1May
18Apr -
24Apr
11Apr -
17Apr
4Apr -
10Apr
28Mar- 3Apr
21Mar- 27Mar
14Mar- 20Mar
7Mar- 13Mar
29Feb- 6
Mar
22Feb- 28Feb
15Feb- 21Feb
8Feb- 14Feb
1Feb- 7Feb
25Jan -31Jan
18Jan -24Jan
11Jan -17Jan
4Jan -10Jan
Engagement Rate
Engagement Rate
0
50
100
150
200
250
Jan-16 Feb-16 Mar-16 Apr-16 May-16
Views
Views
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number of monthly views from January to May stands at 123. Additional content will be
uploaded when newly funded projects become active.
6.4 Linkedin
This chart relates to the engagement rate as defined by how people react to SEUPB updates
in terms of comments, likes, clicks or shares. (Please note that no activity was available for
March 2016). The engagement rate for May 2016 stands at 7.46%.
6.5 SEUPB Social media analysis
Twitter is the best performing social media channel used by the SEUPB, followed by
Facebook and Linkedin. The SEUPB’s You Tube channel requires more filmed content but
this will available as soon as INTERREG VA projects become operational. In order for the
SEUPB to further develop its social media presence fresh, relevant content must be
uploaded on a daily basis.
It is the intention of the Communications Team to encourage all newly funded projects to
become active on social media. This will create a network of social media partners and a
reservoir of content that can be used to help promote the impact that EU funding is having
across the Programme’s eligible area.
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
Jan-16 Feb-16 Mar-16 Apr-16 May-16
Engagement
Engagement
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Update on implementation of the Communications Strategy
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7. Corporate Publications – Your EU
The spring edition of Your EU has been published and has been circulated to the SEUPB’s
key stakeholders contact list. It is also available on-line at www.seupb.eu
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Annex 1
Promotional Activity – Funding Calls for INTERREG VA
Public notice advert in the Scottish Herald for the R&I (Health and life Sciences) funding call under INETRREG VA.
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Annex 2
Sample of Media Coverage Generated
Launch Event Coverage - BBC (Scotland)
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Launch event coverage - BBC (NI)
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Launch Event Coverage – News Letter
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Launch Event Coverage – Daily Mirror
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Launch Event Coverage – Irish Independent (online)
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Update on implementation of the Communications Strategy
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INTERREG IVA Programme coverage – Drogheda Viaduct project
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Update on implementation of the Communications Strategy
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Example of funding call coverage for Environment theme of INTERREG VA – BBC (NI)
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Annex 3 – Annual Communications Plan Overview (2016) for INTERREG VA
Activity Quarter 1 Quarter 2 Quarter 3 Quarter 4
Programme Launch Event X
Your EU Magazine X X X
euroPA (e-mail marketing) X X
Media Relations – including funding call announcements X X X X
Placement of public notifications ref new funding calls X
Communication Workshops (for new Programme
beneficiaries)
X
Co-ordination of Sectoral Workshops for potential
Programme applicants
X X
Development of new Website X X X
Media Briefings on INTERREG VA X X
Development of marketing collateral for INTERREG VA X X
Social Media Activity X X X X
Staff newsletter (internal communications) X X X X
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Update on implementation of the Communications Strategy
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Create Information and Publicity Guidance for New
Programming Period
X
Media monitoring and evaluation X X X X
Programme INTERREG VA
Year 2016
Specific
Communication
Objectives
Co-ordinate an official launch event of the new INTERREG VA Programme which attracts attendance from each of the
SEUPB’s target audience groups and generates positive coverage within print and broadcast media outlets across eligible area.
Inform over 500 potential beneficiaries of the eligibility criteria, funding calls, new programme rules and guidance.
Create a new corporate website for the SEUPB which attracts over 3,000 page impressions within its first full month of
operation.
Increase the SEUPB’s combined social media presence in terms of engagement on all of its existing channels (Twitter,
Facebook, LinkedIn and You Tube).
Target Audiences Priority 1
Regional Government; Local Government and Associated Bodies;
the EU; Beneficiaries of previous programmes; Citizens;
Academic and Research Institutions; Potential Beneficiaries and
the Media.
Priority 2
Political (Northern Ireland / Ireland); Business and Business
Institutions.
Quarter 1 (Jan-Mar) Quarter 2 (Apr-Jun)
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Update on implementation of the Communications Strategy
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Proposed
calendar of
activity
Co-ordinate official launch of the new INTERREG VA
programme.
Create new marketing collateral to include information
leaflets, nomadic stands and branded merchandise etc for
the new INTERREG VA Programme.
Co-ordinate a series of sectoral specific new Programme
application development workshops across eligible area.
New website development.
Media relations activity to help generate eligible
Programme applications and publicise the sectoral
workshops for Programme applicants.
Continue social media activity to raise profile of new
INTERREG VA Programme.
Media monitoring and evaluation.
Produce internal staff e-zine.
Co-ordinate a series of sector specific new Programme
application development workshops across eligible area.
Continue social media activity to raise profile of new
programmes.
Draft Annual Report for 2015.
Create first 2016 edition of euroPA e-zine.
Co-ordinate a series of media briefings on the INTERREG
VA Programme.
New Website development.
Media relations activity to help generate eligible
Programme applications and publicise the sectoral
workshops for Programme applicants.
Produce internal staff e-zine.
Media monitoring and evaluation.
Produce Winter/Spring edition of Your EU! Magazine.
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Update on implementation of the Communications Strategy
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Quarter 3 (Jul-Sep)
New website development.
Media relations activity – i.e. new funding
announcements.
Continue social media activity to raise profile of new
programmes.
Produce summer edition of Your EU! Magazine.
Produce internal staff e-zine.
Media monitoring and evaluation.
Quarter 4 (Oct-Dec)
Launch new corporate website for the SEUPB.
Media relations activity – i.e. new funding announcements.
Continue social media activity to raise profile of new
programmes.
Create second 2016 edition of euroPA e-zine.
Produce internal staff e-zine.
Co-ordinate a series of media briefings on the INTERREG
VA Programme.
Media monitoring and evaluation.
Co-ordinate communication workshops for new
Programme beneficiaries.