1.
Low-­‐budget
communica1on
campaigns.
Case
studies
from
Estonia.
Erki
Peegel

2.
Roles of communication in government
• To
fulfil
a
specific
legal
or
statutory
requirement
to
provide
public
informa1on
about
the
opera1on
of
government;
• To
generate
understanding
of
the
government’s
programme,
by
informing
the
public
about
the
specific
ac1vi1es
and
priori1es
of
ministers;

3.
Roles of communication in government
• To
influence
aFtudes
and
behaviours
that
benefit
individuals
or
wider
society
-­‐
for
example
in
the
areas
of
public
health,
safety
and
na1onal
security;
• To
support
the
effec1ve
opera1on
of
government
departments
and
services
by
facilita1ng
take
up
of
a
service
or
programme,
compliance
with
requirements
of
a
service,
recrui1ng
staff,
or
suppor1ng
users;
• To
assist
government
and
the
public
in
a
crisis.

4.
What
can
communica1on
campaign
do?
• It
is
about
changing
behaviour,
not
only
raising
awareness.
• Raising
awareness
is
something
we
do
to
help
us
achieve
an
objec1ve.
• It
is
oNen
a
necessary
step
but
it
is
not
an
end
in
itself
• What
do
you
want
someone
to
do,
think
or
feel
as
a
result
of
this
newfound
awareness?
• That
is
your
objec1ve.

5.
Do
you
need
control?
Communica1on
channels
can
be
classified
according
to
the
amount
of
control
you
have
over
them
in
terms
of
message,
usage,
phasing
and
weight
of
delivery
Purchased
ac1vi1es
Owned
ac1vi1es
Earned
levers
More
control
Less
control
Owned
and
controlled
by
government
Purchased
and
controlled
by
government
Addi:onal
ac:vity
where
we
have
li;le
control
More
easily
evaluated
Less
easily
evaluated

6.
6
• Adver1sing
• Direct
mail
• Online
and
mobile
adver1sing
• E-­‐mail
marke1ng
• Event
sponsorship
• Paid
search
• Ministerial
leTers
and
e-­‐
mails
• Events
• Website
• Natural
search
• Distributed
content
(brochures)
• Widgets
and
apps
• Word
of
mouth
• Editorial
(PR)
• General
content
(blogs,
email,
social
media)
• User
generated
content
Purchased
ac1vi1es
Owned
ac1vi1es
Earned
levers
6

7.
Custom
and
Tax
Board:
fight
against
envelop-­‐salaries
in
2004-­‐2005
• 2003
–
app
15%
envelop-­‐salaries
• Government
tax-­‐gap
-­‐
app
100
mio
euro
• Preven1ve
ac1ons:
leTers
to
the
660
company,
who
paid
significantly
different
salary
comparing
with
sectorial
or
regional
median
• Coopera1on
agreement
with
partners
–
trade
unions,
employers
confedera1on,
local
municipali1es,
health
insurance
fund
etc
• Control
on
site
• Proac1ve
PR

8.
Custom
and
Tax
Board:
fight
against
envelop-­‐salaries
Results:
• From
660
company
app
350
raised
salaries
• Income
tax
increase
in
2002-­‐
2004
-­‐
23%
• Number
of
tax-­‐payers
increase
–
9%

9.
Consumer
Protec1on
Board:
how
they
choose
communica1on
campaigns
.
Board
members
gather
twice
a
year
and
chooses
the
topics,
taking
into
considera1on:
– consumer
complaints;
– market
surveillance
results;
– indica1ons
from
media.

10.
Buy
an
used
car
smartly
Joint
campaign
of
CPB,
Road
Authority
and
Tax
and
Customs
Board
Objec:ves
of
the
campaign:
• Raise
consumers’
awareness
about
their
responsibili1es
and
rights
while
buying
used
car.
• Raise
discussion
on
market
and
support
entrepreneur's
to
be
good
partners
for
their
clients
Target
groups:
consumers,
entrepreneurs
and
media
Market
surveillance
and
public
raids
Media
campaign:
• Campaign
website
(estonian/russian)
• Public
roundtable
with
entrepreneurs
• Public
panel
discussion
• Direct
mailing
to
entrepreneurs.
Front-­‐line
staff
guidelines
about
the
right
of
a
two
year
guarantee
on
goods
was
sent
by
Consumer
Protec1on
Board.
• Pro-­‐ac1ve
PR

11.
Take
a
wise
loan
.
Objec:ves
of
the
campaign:
• Raise
consumers’
awareness
about
their
responsibili1es
and
rights.
• Turn
more
public
aTen1on
to
the
principle
of
responsible
lending.
Target
groups:
consumers,
entrepreneurs
and
media
Media
campaign:
• Web
page
with
a
loan
calculator:
www.laenatargalt.ee
• Social
media
• Web
banners
• Public
roundtables
with
entrepreneurs
• Public
panel
discussion
• Proac1ve
PR

12.
Buy
smartly.
Also
from
e-­‐shop.
Objec:ves
of
the
campaign:
• Raise
consumers’
and
trader's’
awareness
about
their
responsibili1es
and
rights
• Introduce
the
changes
in
e-­‐commerce
law
• Raise
discussion
on
market
and
support
entrepreneur's
to
be
good
partners
for
their
clients
• Support
the
posi1ve
growth
of
e-­‐commerce
Target
groups:
consumers,
entrepreneurs
and
media
Market
surveillance
and
survey
of
204
e-­‐shops
Media
campaign:
• Campaign
website
(estonian/
russian)
• Public
roundtable
with
entrepreneurs
• Public
panel
discussions
• Proac1ve
PR

13.
Keys
for
success
• Do
not
focus
to
everything,
be
specific;
• Choose
the
right
target
group;
• Coopera1on
-­‐
try
to
find
good
partners;
• Mixed
ac1vi1es
of
market
surveillance
and
communica1on
have
best
impact
for
consumer
market;
• Ac1vi1es
related
to
entrepreneur's
have
good
impact
for
results
(front-­‐line
staff
guidelines,
training
of
entrepreneur's)

14.
Thank
You!