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National Money WeekHigh Level Project PlanSeptember 2013, The Netherlands
Money Wise
02 National Money Week 2014 • High Level Project Plan
1. Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
1.1 Reason...........................................................................................31.2 ReadingGuide...............................................................................3
2. Project-NationalMoneyWeek.......................................................4
2.1 Projectdescription........................................................................42.2 Result.............................................................................................5
3. ProjectPhases
3.1 Preparationphase.........................................................................63.2 Recruitmentphase........................................................................73.3 Implementationphase.................................................................73.4 Completionphase.........................................................................7
4. Communication................................................................................8
4.1 Targetgroupsandobjectives.......................................................84.2 Channelsofcommunication........................................................9
5. ProjectOrganisation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
6. Timetable. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Contents
03 National Money Week 2014 • High Level Project Plan
Inthe2013-2014schoolyear,NationalMoneyWeekisbeingheldagainintheweekof10uptoandincluding14March.Inordertopreparewellforthisweekandmakeitasuccess,thehighlevelprojectplanpresentedherewasdrafted.Thisplandescribesallthefacetsthatareimportanttoprepareandexecutethisproject.
1.2 Reading GuideChapter2describesthestartingpointsandobjectivesofNationalMoneyWeek2014.Chapter3elaboratesonthephasesoftheproject(preparation,implementationandcompletion).Chapter4focusesoncommunication.Chapter5describestheprojectorganisation.Chapter6presentstheschedule.
1. Introduction1.1 ReasonInthe2013–2014schoolyear,theMoneyWisePlatformorganisesthe4theditionofNationalMoneyWeekforprimaryeducation.Thisweekisanimportantbenchmarkforbringingwide-spreadattentiontofinancialeducationinprimaryschools.
NationalMoneyWeekhasgrownenormouslysincethefirsteditionwasheldin2010,witharecordnumberofactivities,participatingschools,participatingmunicipalitiesandmediaattention.DozensofcooperativerelationshipsfromtheMoneyWisePlatformhaveorganisedarangeofactivitiestoteachprimaryschoolpupilsinanappealingmannerhowtomanagemoney.
04 National Money Week 2014 • High Level Project Plan
2. Project – National Money Week2.1 Project descriptionNationalMoneyWeekisanationalprojectweekforprimaryeducation.Thegeneralobjectiveofthisweekistoplacethethemeof‘learningtomanagemoney’ontheteachingagendaatprimaryschools.Bymakingchildrenawareoffinancialmattersatayoungage,afoundationislaidforthemtomanagetheirfinancesasadults.
DuringNationalMoneyWeek,participatingpartiesorganiseappealingactivitiesforchildrenages4to12.Examplesoftheseactivitiesincludethelessonsgivenatprimaryschoolsbyguestteachersfrombanksandinsurancecompanies,aprimaryschooldebate,workshops,parenteveningsfocusedonteachingchildrenaboutfinancialmatters,anonlineseminar,anend-of-yearmusical,aschoolcompetitioninwhichuseismadeoftheKlasse!kas(classroomcashboxinitiative)andattentiongivenonTVforanentireweekintheprogrammesofNTRSchoolTVthatarefocusedonlearninghowtomanagemoney.
Thestartingpointforthe4theditionofNationalMoneyWeekistherealisationofan(even)greaterconcentrationofforces.Theactivitiesandlearningmaterialswillbemorecomprehensive,withtheaimofaugmentinguniformityandincreasingthecollaborationbetweentheparticipatingorganisations,aswellasimprovingthequalityoftheactivitiesandlearningmaterialsofferedtoschoolsduringNationalMoneyWeek.
Toachievethis,theMoneyWisePlatformwilldeveloplessonmaterialthatcanbeusedbyallparticipatingorganisationsthatwishtoprovideguestteacherstogivelessonsduringNationalMoneyWeek.TheBasicVisionforFinancialEducation(SLO,2009)andtheLearningGoalsandAttainmentTargetsforPrimaryEducation(Nibud,2013)formthefoundationofthematerialtobedeveloped.ThelessonmaterialthattheMoneyWisePlatformisofferingrein-forcesandsupportsalreadyexistingmaterialsofparticipatingorganisationsandcanbeusedbybothteachersand(visiting)teachers.
AnumberofpreconditionshavebeenformulatedfortheactivitiesinNationalMoneyWeek2014:
• Theactivitymustteachchildrenhowtomanagemoneyandtransformthesubjectintoatopicfordiscussion(betweenchildrenandparents,childrenandteachers,childrenamongthemselves).
• Theactivityisaimedatchildrenbetweentheages4and12.
• Theactivitymustfitinwiththelearninggoalsdescribedinthebasicvisionforfinancialeducation.
• Theactivitywillhavenocommercialobjective.
• Participatingpartieswillagreeonacodeofconduct.
05 National Money Week 2014 • High Level Project Plan
2.2 ResultForNationalMoneyWeek2014,objectiveshavebeenformulatedatdifferentlevelsbasedonthemanualfortheevaluationofevents(ExpoResult,September2011).
Threetypesofobjectivesarediscernedintheevaluationmodel:• Targetgroupobjectives:
who do I want to reach?• Processobjectives:
how do I achieve the intended effect with the target group?
• Effectobjectives:what do I want to achieve (effect)?
SpecificobjectivesforNationalMoneyWeek2014:1. Target group:
a. 90%ofprimaryschoolsarefamiliarwithNationalMoneyWeek;
b. 40%ofprimaryschoolshaveactivelyparticipatedinNationalMoneyWeek;
c. 50%oftheparentsofchildrenbetweentheagesof8and12havebeenreachedthroughinformationprovidedonfinancialeducation;
d. 10%oflocalgovernmentshaveencouragedschoolstoparticipateinNationalMoneyWeek.
2. Assessment:a. 80%oftheparticipatingprimaryschools
gaveNationalMoneyWeekareportmarkof7orhigher;
b. 80%oftheparticipatingpartiesgaveNationalMoneyWeekareportmarkof7orhigher.
3. Knowledge, attitude and behaviour:a. 40%oftheprimaryschoolsplanto
givegreaterattentiontothesubjectof‘managingmoney’intheeducationtheyprovide;
b. 40%oftheparentscontactedhavespokenwiththeirchildaboutthethemeof‘managingmoney’becauseofNationalMoneyWeek.
The general objective of National Money Week is to place the theme of ‘learning to manage money’
on the teaching agenda at primary schools.
06 National Money Week 2014 • High Level Project Plan
3. Project PhasesNationalMoneyWeek2014isthe4theditionofthiseventheldinarow.Basedonexperiencesfrompreviouseditions,thefollowingplanofapproachhasbeendrawnup.Amoredetailedplanfocusedonimplementationwillfollowduringthefirstphaseoftheproject.
3.1 Preparation phase (May 2013 up to and including October 2013)Thepreparationphasewilltakeplaceinthefirst,secondandthirdtrimestersof2013.Duringthisphase,theprimaryfocuswillbetodeterminethecontentofNationalMoneyWeek.Duringthesemonths,themainoutlineoftheprogrammeshouldbecomeclearsothatitcanbecommuni-catedtoschoolsinthefourthtrimester.Inthesecondtrimesterof2013,a‘savethedate’noticewillbesenttotheschoolssothattheycanincludeNationalMoneyWeekintheirannualscheduleforthe2013–2014schoolyear.
Duringthepreparationphase,thefollowingactivitieswillbecarriedout:• Puttingtogethertheprojectteamfor
NationalMoneyWeek;• Puttingtogethertheteamofexperts
forNationalMoneyWeek;• Puttingtogetherthefeedbackgroup
ofteachers;• Establishingtheprojectplan;• Developingaplanofapproachanda
communicationplan;
• Developingandestablishinganopeningevent;
• Selectingsuppliers;• Establishingtheactivitiesofferedby
participatingparties;• Supportingthepartiesparticipatingin
NationalMoneyWeek;• Recruitingnewcooperativerelationships.
07 National Money Week 2014 • High Level Project Plan
3.2 Recruitment phase (November 2013 up to and including February 2014) Therecruitmentphaseforschoolsandteachersstartsinthefourthtrimesterof2013andrunstotheendofthefirsttrimesterof2014.SchoolswillbeapproachedandaskedtoparticipateinNationalMoneyWeek.GuestteachersfrompreviouseditionswillbeaskedtoservepersonallyasambassadorstotheschoolsandteachersduringNationalMoneyWeekandtodrawattentiontothetotalprogramme.Duringthisphase,wewillalsoapproachlocalgovernmentsthatarekeentoencourageschoolstoparticipate.
Activitiesinthisphase:• Recruitingschools,localgovernments,
parentsandotherparticipantsthatwanttotacklethesubjectof‘Learningtomanagemoney’;
• Encouragingtheimplementationofactivitiesatschools(activitiesthatbuilduptoNationalMoneyWeek);
• Linkingactivitiestosponsors(nationallyandlocally);
• Promotingactivities.
3.3 Implementation phase (November 2013 up to and including March 2014)TheimplementationphaseoftheprojecttakesplaceinthemonthsrunninguptoNationalMoneyWeek.Theactivitiesinthisphaseare:• Organisinglogistics;• Preparingforevents;• Makingafinalselectionofpublicitymoments
formediaattention;• Supportingparticipatingpartiesinthe
implementationofactivities;• Implementingactivitiesatschools.
3.4 Completion phase (March up to and including May 2014)Inthecompletionphase,evaluationistheprimaryfocus.Activities:• Supervisingevaluationamongschoolsand
parents(andpossiblychildren)andcompilingtheresults;
• Conductingevaluationofpartners;• Follow-up.
08 National Money Week 2014 • High Level Project Plan
4. CommunicationThischapterfocusesontheinitialeffortstodraftaplanofapproachtocommunicationforNationalMoneyWeek.Theseelementswillbefurtherworkedoutinafinalcommunicationplaninthethirdandfourthtrimestersof2013.Thecommunicationplanwillbedraftedinthefirstphaseoftheproject.
4.1 Target groups and objectivesWhendevelopingthecommunication(channels),aneyewillbekeptoncostefficiency,effective-nessandopportunitiesforbringingNationalMoneyWeektotheattentionofthetargetgroup(s)asareliablepartnerforfinancialeducation.ThefocuswillalsobedirectedtoboostingNationalMoneyWeekasarecurringphenomenon.
Primarytargetgroups• Childrenages4uptoincluding12;• Teachersofpupilsages4uptoand
including12;• Parentsofchildrenages4uptoand
including12.
Secondarytargetgroups• Experts/professionals;• Localgovernments;• Localandnationalpoliticians;• Publicopinion.
ObjectivesfortheuseofcommunicationforNationalMoneyWeek• MaketargetgroupsfamiliarwithNational
MoneyWeek;• Ensuretargetgroupsarewell-informedon
timeaboutNationalMoneyWeekandtheactivitiesonoffer;
• Ensuretargetgroupstakepartinoneoftheactivities;
• Ensuretargetgroupsknowwhereandhowonecanregistertoparticipate;
• Ensurethatthecommunicationchannelsandmediacontactsoftheparticipatingpartiesareusedtooptimumeffect;
• Ensurecommunicationchannelsproduceflowoftraffictothewww.weekvanhetgeld.nlwebsite.
09 National Money Week 2014 • High Level Project Plan
4.2 Channels of communicationTheuseofcommunicationchannelsisworkedoutfurtherinthecommunicationplan.Aninitialstepisasfollows:
Print• Save The Date + Poster:NationalMoneyWeek
willbyannouncedtoschoolsinMay2013bywayofaletterandaposter.
• National Money Week Newspaper (primary school pupils):Forthisedition,too,aNationalMoneyWeeknewspaperwillbedevelopedanddistributedamongthepupilsoftheprimaryschools.Inthisnewspaper,thesubjectof‘learningtomanagemoney’willbehighlightedinafunmanner.Thenewspaperiswrittenforchildrenages4uptoandincluding12and,alongwitheducationalgames,puzzlesandactivities,itisapartofthelessonmaterialthatwillbeofferedbytheMoneyWisePlatform.
• National Money Week Newspaper (for parents):Forthisedition,too,aNationalMoneyWeeknewspaperwillbedevelopedespeciallywithparentsinmind.Itsprimaryfocuswillbethesubjectoffinancialeducation.
• For recruitment and presentation of materials and activities:For2014,allguestteacherswillbeaskedtoannounceNationalMoneyWeekatprimaryschools.Thelearningmaterialsandactivitiesofferedwillbeusedasarecruitmentinstrumentinanappealingmanner(flyer,doorposter,etc.)orlinkedtoaschoolcompetition.
RadioandTV• Radio spots:Theradiocampaignaimedat
creating‘awareness’forNationalMoneyWeekwasverysuccessfulin2012.Theplanistosetupthecampaignagainforthe4thedition.
• TV:Theplanistoresearch,withpartnerNTR,themosteffectivewayprogrammescanbeused.Inadditiontoprogrammesfocusedonthethemeofmoney,wewillconsiderwhetherprogrammecomponentsfromNationalMoneyWeekcanbeplacedinthespotlight(schoolcompetitions,opening).Withthisinmind,weintendtorebroadcasttheTV-spot(inadaptedform).
Advertising(print/online)• Advertising:Theapproachistoadvertisewith
partnersthatwanttoplacetheadvertisementintheirownchannelsofcommunication.Theadvertisementsareapartofthetoolkitforcommunicationchannelsthatcanbeusedbythepartners.Anadditionalchallengefor2014isgettinganumberofprominentpapersinterestedinthesubjectoffinancialeducationandinNationalMoneyWeekandthentolistthemasparticipantsinexchangeforeditorialspaceforthesubjectandfreeplacementoftheadvertisement.
10 National Money Week 2014 • High Level Project Plan
Online• Website:thewebsitewww.weekvanhetgeld.nl
servestopromoteandsupporttheprojectandismeanttorecruitschoolsandtoinformvisitorsabouttheobjectiveandactivities.Justasin2012,thewebsitewillbeusedinphases,namelyasaninformationandrecruitmentwebsitethatwillbeonlineasofNovember2013andasaconsumerwebsitethatgoesonlineasof15February2014.
• Banners:justasin2012,thepartnerswillbegivenbannersetstopromoteNationalMoneyWeekonline.
• Facebook & Twitter:justasin2012,theNationalMoneyWeekwillbepromotedviaFacebookandTwitter.
• Newsletters:teacherswillbekeptabreastofprogressconcerningNationalMoneyWeekviaaspecialnewsletter(atleast4x).
Jointgadgetinitiativeforprimaryschoolpupils• Gadget:For2014,wewillexplorethepossi-
bilitiesforajointgadgetinitiativealongthelinesofthelessonmaterial.Thefocuswillbe:educational,reachingtheparents,funandeasytodistribute.
Publicitymoments• PR:ThePRwillbecentrallyorganisedagain
in2014.PressreleasesaroundtheactivitiesinNationalMoneyWeekwillbesentoutinconsultationwiththeMoneyWisePlatform.Thecommonmessagewillbethefocuspointinallcommunicationstatements.Aconcretescheduleandtoolkitwillbeavailabletoparticipatingpartnersduringtheimplemen-tationphase.AnumberofactivitieswillbeselectedbytheteamofexpertsthatwillbepromotedbythecommunicationdepartmentoftheMoneyWisePlatform.
11 National Money Week 2014 • High Level Project Plan
5. Project OrganisationAlargenumberofpartieshavebecomeinvolvedwithNationalMoneyWeek.Themagnitudeofthenumberofpartiesinvolvedin2014hastaughtusthatitwouldbewisetomakeadistinctionbetweenanumberofcorepartnersandothercooperativerelations.Atighterconsultativestructurewillbesetupwiththecorepartnersbyincludingtheminateamofexperts.
• Participating parties:onthreeoccasionsduringtheproject,duringthepreparationsforNationalMoneyWeek,allpartiesinvolvedwillbeinvitedforaninformationmeeting(duetothesizeofthegroup,theagendaandmeetingmethodwillbeadaptedtothenumberofparticipants).Duringtheproject,allparticipatingpartieswillreceiveawrittenupdateandalsoindividualsupervision(throughouttheproject,thepartnerswillindividuallycoordinatethecurrentactivities,whennecessary,withtheprojectmanagersothattheywillremainsufficientlyinformedabouttheprogressoftheproject).
Theprojectorganisationcomprisesthefollowingcomponents:• Steering committee:theregularsteering
committeeoftheMoneyWisePlatformmeetssixtimesayearandhasNationalMoneyWeekasacomponentonitsagenda.Thesteeringcommitteedecidesontheentirebudgetfortheproject.
• Expert team:consistingoftheprojectleadersoftheMoneyWisePlatform(projectmanagerandprogrammemanager)andthecontactpersonsinvolvedfromthecorepartners(NVB,Verbond,NTRandDNB).Theteamofexpertsholdsamonthlymeeting,amaximumof8timesduringtheproject(exceptinJulyandAugust).Theteamofexpertsisthesparringpartnerfortheprojectleaderswithrespecttotheplanofapproach.
• Feedback group:consistingofatleast4teacherswithwhomprogrammecomponentscanbediscussed(tobeformedfromparticipatingteachersfromNationalMoneyWeek2011).Thefeedbackgroupmeetsthreetimesduringtheproject.
• Core team:consistingoftheprojectleadersandthecommunicationadvisorinvolved(allfromtheMoneyWisePlatform).
12 National Money Week 2014 • High Level Project Plan
6. Timetable
May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr
I Preparationphase
II Recruitmentphase
III Implementationphase
IV Completionphase
Coreteam
Teamofexperts
Feedbackgroup
Partnermeetings
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