Transition Time: From Priorities to Themes

INFORM Meeting, Paris St. Denis, 4 December 2012

Frank Schneider, Joint Technical Secretariat

We are a transnational programme (European Territorial Cooperation)

Background:CENTRAL EUROPE Programme

Transition means change:The cycle we all live in

Project ideas receive funding

Projects create(thematic) results

Projects kick off

Projects develop activities

New programmes 2014+ take shape

Programmes help projects to sell attractive results to new partners and audiences

CapitalisationStart-up and implementation

Communication strategy:From priorities to themes

2007-2011: 4 very broad priorities to attract proposals. They were often communicated in a very technical way.

Communication strategy:From priorities to themes2012-2014: Six more specific themes, bearing a clear branding. In communicating these we avoid EU slang and use emotional elements to attract new audiences.

Communication strategy:At a crossroads in 2011

Why did we change our communication?

Objectives REACHED through priority-focused communication•helping to generate and deliver successful projects

Objectives NOT REACHED through priority-focused communication •informing the public and increasing awareness of new audiences•demonstrating the added value of the programme and the projects

And why were the latter objectives not reached? Two evaluations (internal and external) found that communication was too technical – it was missing emotion and thus failing in reaching out beyond the “usual suspects”.

Communication strategy:Refined objectives and audiencesThrough communications we aim to:

Make results and outputs visible and accessible for wider audiences

Introduce new communication tools (like social media and thematic publications) and thematically re-focus the existing tools

Facilitate knowledge exchange within and beyond the programme

Create opportunities for thematic cross-fertilisation and strengthen cooperation with thematic funds

Inform thematic stakeholders and involve them in capitalisation

Further analyse programme achievements in view of the 2014-2020 policy framework and inform and engage stakeholders

Support projects in their regional capitalisation activitiesMonitor and analyse communications-related activities of

projects and further strengthen their communication capacities

Programme communication:Thematic result focus after 2011What it looks like (a selection of our tools)

From a “one fits all” to a more specific targeting of key audiencesStep-by-step the thematic design is being rolled out to all activities of the CENTRAL EUROPE Programme.

This also includes new thematic powerpoint slides. As with other tools, these are theme-specific.

Programme communication:Thematic result focus after 2011

Thematic publications The PORTRAITS booklet showcases 29 projects that were co-financed following the 1st Call. Some project pictures have become the basis for our wall calendar 2013. Six thematic booklets will be published in 2013. The Contact Points will translate the booklets for their use in national contexts.

Thematic analysis

Thematic studies as well as geographic mapping will provide the analytical backbone of the CENTRAL EUROPE communication activities that aim at the capitalisation of project results.

Programme communication:Thematic result focus after 2011

FacebookFollowing up on a successful photo competition in 2012, the Facebook photo competition will be repeated in 2013 and further supplemented by a project video competition.

Website and NewsletterIn order to emphasise the programme’s thematic results, the online tools have been redesigned while widely retaining their structure. A slideshow with articles from the PORTRAITS booklet was introduced. A further facelift of the website is planned for 2013, e.g. concerning the usability of the Output Library.

Programme communication:The bottom line

Adapting a famous quote by Carl Sagan:

You have to know the past (and make it known)to build a better future.

Contact

CENTRAL EUROPE Programme

Joint Technical SecretariatMuseumstraße 3/A/III1070 ViennaAustria

Phone +43-1-4000-76138Mail info@central2013.euWeb www.central2013.euFB www.facebook.com/CentralEuropeProgramme