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Conference presentation


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Conference presentation

  1. 1. Creating a communication plan from evaluation results Ondřej Štefek
  2. 2. Evaluation as a prerequisite for effective communication plan EVALUATION COMMUNICATION PLAN 5. Positive impact key objectives and 1. Effective of EU regional impact communication Gives Clarifies policy on peoples feedback communication everyday life and from target objectives groups on positive perception Helps 4. Satisfactory 2. Informed, Identifies specify absorption effective comm. communication motivated and tools tools capacity convinced target groups Analyzes Improves implementation execution of 3. High interest on EU funds, high quality pros & cons action plan applications, fluent project accomplishment -2-
  3. 3. Case study: Evaluation of ESF communication activities in the CR EUROPEAN SOCIAL FUND IN THE CZECH REPUBLIC since 2004 2004 – 2006 Operational Single Community Programme Programming Initiative F A C T S € 0.457 billion distributed Human through Document for Programme allocation Resources Objective 3 EQUAL Development B A S I C 2007 – 2013 Operational Programme Operational Operational € 3.774 billion Human Programme Programme distributed Resources planned through Education for Prague - and Competitiveness Adaptability allocation Employment -3-
  4. 4. Case study: Evaluation of ESF communication activities in the CR EVALUATION OBJECTIVES 1. Evaluate the execution of Communication Plan (CoP) at all levels of ESF’s implementing structure. Provide measurement of effectiveness of identified information and publicity tools. 2. Analyze the extent of ESF coverage in Czech media. 3. Examine the impact of information and publicity measures via public survey. Give recommendations for improvement of information and publicity tools with intention to raise awareness of CoP’s target groups in 2007-2013. Recommendations address mainly to new OP Human Resources and Employment and OP Prague - Adaptability. -4-
  5. 5. Case study: Evaluation of ESF communication activities in the CR EVALUATION METHOD ESF Evaluation 2004 – 2006 Evaluation of OP Evaluation of Single Evaluation of Community Human Resources Programming Document Initiative Programme Development for Objective 3 EQUAL On-line Direct Publication Promotional Media Other communication communication activities objects communication communication assessment assessment assessment assessment assessment assessment Recommendations for Recommendations for 2007 - 2013 OP Human Resources and OP Prague – Employment Adaptability Recommendations for improvement of information and publicity tools with intention to increase awareness of ESF and its objectives and tools amongst CoP target groups -5-
  6. 6. Case study: Evaluation of ESF communication activities in the CR EVALUATION SOURCES Besides other inputs MARKET RESEARCH had been used with the following objectives and tools. OBJECTIVES RESEARCH TOOLS Quantitative: CATI (Computer Assisted Telephone Interviewing) Get overall feedback representative sample of Czech population (18-65 yrs) from target groups (awareness, perception) 1. selective sample of expert public (potential applicants, applicants/beneficiaries, consultancies, media) To measure awareness and finding out perception and attitudes Qualitative: In-depth Interviews with expert public Identify the more and less to get insights on ESF comm. activities and basis for FG effective communication tools (insights) 2. Focus Groups of confronted expert TG representatives to uncover both rational and emotional views of target groups on ESF communication & implementation Additional : Eye-tracking on expert public representatives Analyze strengths and qualitative method to test concrete outputs like leaflets, weaknesses of implementation and execution (details) 3. publications & web page to identify strengths & weaknesses to provide objective data which is not filtered by the brain & get data which the tested persons are unaware of. Creative approach to market research with intention to maximize its value for Communication Plan -6-
  7. 7. Case study: Evaluation of ESF communication activities in the CR 1. QUANTITATIVE RESEARCH KEY CONLUSIONS INPUTS TO COMMUNICATION PLAN GENERAL PUBLIC: ESF awareness (AWA): focus on EFFECTIVE AWARENESS - > spontaneous 6 % non effective AWA give content to the ESF brand in order aided 36 % (only name) to motivate & achieve real interest ESF perception: + ESF = assistance for handicapped − not associated with education improve highlight CONCRETE − low awareness of ESF programmes COMPLEX IMAGE HELP for applicants − strong myth: using ESF is difficult of ESF -> case (personal approach) attitude studies and -> eliminate myth & “NOT FOR ME” success stories increase transparency EXPERT PUBLIC: will effectively ESF awareness: introduce all areas focus on unified spontaneous 46 %; aided 90 % of assistance interpretation of lowest AWA: potential applicants & media grant terminology ESF perception: + ESF = assistance for handicapped and pay special attention <- use unemployed to POTENTIAL understandable − useful but difficult source of financing APPLICANTS and and SIMPLE attitude JOURNALISTS LANGUAGE “IS IT REALLY ALSO FOR ME?” -7-
  8. 8. Case study: Evaluation of ESF communication activities in the CR 2. QUALITATIVE RESEARCH KEY CONLUSIONS INPUTS TO COMMUNICATION PLAN IN-DEPTH INTERVIEWS: give the basis for focus groups scenario put more emphasis on direct confirm the assumptions of communication FEEDBACK METHODS tools effectiveness and overall ESF perception FOCUS GROUPS: adapt all the confrontation: make the most successful vs. unsuccessful applicants important communication consultancies vs. IB and MA communication tools to target unexpected openness and constructivism group knowledge brought creative atmosphere & useful Recs tool from the most level and USAGE relevant & ATTITUDE Key insights: information ESF communication designed for experts – source –> treat “EU funds newspeak” and unclear information share BEST structure and language ON-LINE PRACTICES through the most important & relevant information COMMUNICATION all possible source is Internet – need to be user friendly and AS A PRIORITY communication tools profit from on-line advantages (interaction) and channels well-timed practical information is crucial for successful absorption TIMING of information plays the same best practices is the most desired and effective importance as its content form suitable for most of communication tools -8-
  9. 9. Case study: Evaluation of ESF communication activities in the CR 3. ADDITIONAL RESEARCH EYE-TRACKING INPUTS TO COMMUNICATION PLAN outsourcing will create CATCHY headlines and attractive bring results -> layout “employ” a professional consistent design GRAPHIC of information DESIGNER materials increase communication KEY CONLUSIONS focus on effectiveness -> development of work out basic details matter STRUCTURE AND MANUAL OF layout is fundamental NAVIGATION to ease VISUAL IDENTITY form and content must fit each other the access to and keep its less can communicate more relevant info guidelines easy orientation is a key to interest and motivation to work with information always use the LANGUAGE OF THE material (printed or on-line) TARGET GROUP -9-
  10. 10. Thank you for your attention. Ondřej Štefek - 10 -