How can DG REGIO helps programmes to achieve more during the campaign #EUinmyregion 2018? 1. USER ROADMAP - Process - all actions until launch

Size: px

Start display at page:

Download "How can DG REGIO helps programmes to achieve more during the campaign #EUinmyregion 2018? 1. USER ROADMAP - Process - all actions until launch"

Hubert Bradley
6 years ago
Views:

1 How can DG REGIO helps programmes to achieve more during the campaign #EUinmyregion 2018? Mons 14 dec 2017, EU in my Region Brainstorm. 1. USER ROADMAP - Process - all actions until launch MISSION: Establish a complete timeline, including all steps to take from 9 months before the launch of the campaign, up to the evaluation of the results at the end. PITCH Some of the actions starts at J-9 months Most of the actions kicks in at J-6 months There are main actions like contacting the beneficiaries contacting local media that need specific moments in time to work well producing merchandising / goodies also goes with a specific deadline The evaluation can be done at specific moments along the timeline, so as not to be a single new task at the end RECOMMENDATIONS The audience requested the first visual elements to be ready in February but if it could be done faster, even better The audience did not have any reluctance, and were in favour of reusing the visual identity of the 2017 campaign - which means it can be simply updated rather than reinvented (95% of the votes expressed in favour of reusing) The Map to be completed should be opened on the at the latest, and DG REGIO confirmed it was already open - sending a reminder to everyone could help accelerate the adoption of the tool

and their energy in opening their doors to the public In order to show we care, the more we help them achieve

2 2. BENEFICIARY - Process what they have to do MISSION: Establish a complete timeline, including all steps to take by the beneficiaries in order to open their doors to the public PITCH We need to show we care for their time investment and their energy in opening their doors to the public In order to show we care, the more we help them achieve success, the more it demonstrate we are here to support them, and not impose anything on top of their ongoing obligations

3 RECOMMENDATIONS Prepare a Manual for events organisation, it could take the form of a kind of IKEA guide for beneficiaries with nice illustrations and the 5 most common type of events could work wonders) Support beneficiaries media campaign it will be necessary to first list all the main media tools used by the beneficiaries from this list - it would very cost-efficient to prepare templates so that they can quickly promote their events on their own media channels, using their own brand, eg. social media posts templates simple social media looping videos in their languages magazine and newspaper ads in generic size formats adaptable in their own language interactive web banners for their website adaptable in their own language etc in general the more we can create of media tools for the beneficiaries, the more they are likely to use them and drive more visitors through the doors Allocate an advertising budget for beneficiaries it would be pretty difficult to attribute an advertising budget (Facebook advertising) at the beneficiaries level since it is quite fragmented, but creating a simple e-learning video for the programme level in order to promote beneficiaries events, using the programme Facebook page is largely possible. The ad budget would take the form of well targeted promotions to the proper segments of visitors and the budget will be sourced centrally from a single media budget piloted by DG REGIO. It would add a very interesting metrics to the whole campaign with the proper cost-efficiency of promotion Outline agenda / website in order to have a view of all projects happening at the regional / national and European level Toolkit: goodies / poster / present for beneficiaries An idea expressed which sound interesting is to provide to each beneficiary a roll-up based on a similar template in order to have a point of commonality between all events

4 3. DATA MINING - Evaluation - data to collect MISSION: List all data points needed in order to measure the impact and growth of the campaign from 2017 to 2018 PITCH Use 2 methods of evaluation / quantitative and qualitative Using on-site interviews for the qualitative parts Using a system of ticketing for the quantitative part Create a photo box linked to Facebook to get nice pictures of visitors RECOMMENDATIONS We recommend putting in place a physical system of ticketing which would be useful both for counting the number of participants per site promoting all the services of the campaign such as for instance the main webpage - the hashtag - #Euinmyregion the photo competition - enter your best picture of the site the Treasure hunt - take part to the European treasure hunt the Blogging contest - found a nice story to tell about the site?

5 4. REGIO s SHARE - Comm tools produced by DG REGIO MISSION 4 & 6 : list all the tools provided by DG REGIO in 2017 and make them even better for next year / Reinforce programmes capacities PITCH: Photo competition should not only be on Facebook but also on Instagram which is a more dedicated channel for photographers Engage with the press on behalf of the programmes when possible would be of help to get larger media covering the campaign How can we motivate beneficiaries to take part to the event at a higher level to support the efforts done on the ground by programmes Create better awards and different categories for the Photo competition and the Blogging contest so as to open the operation to more participants Special prize and category for events which are dealing with social projects which are harder to relate to - suggestion: use a social project award to motivate them to participate Map & Photo linked in a way so as to localise better the pictures of the photo competition Involve schools in helping and visiting the events Open agenda (online) presenting each open day project : object, date, adress video promo should be in doubled in national language, broadcasted on TV Hashtag is long but works Not only Powerpoint but also templates on illustrator for programmes to keep the hand on it when needed Budget promotion was not given to everyone / how can it be rolled out to all programmes? Treasure hunt: the group was quite sceptical on the tool RECOMMENDATIONS: We recommend to focus on a limited number of tasks that have the maximum impact to continue the campaign. Among them: Opening the Instagram channel for the photo competition opening new awards and categories for the photo competition and blog contest creating some sort of motivating marketing tool for programmes to convince beneficiaries to open their door / all the tool being distributed by the programmes so as to reinforce their link with beneficiaries video to convince them they are part of something bigger tutorial on how to open doors to public tutorial on how to market their event digitally single microsite explaining what is expected from them small physical guide to translate and print award of the best beneficiary per country / at European level social project award gift such as a case study for their own promotion if they win the awards

6 put in place a ticketing / marketing system to both collect data and advertise the different activities create a maximum of processes and templates that can directly be used by the programmes to make their relationship with beneficiaries more fluid keep the activation campaigns currently used (Blog / Photo / Treasure) but link them much more in the promotion so as no to be understood as separate activations but a series of great opportunities for the visitors to go further than just visiting a place provide the templates both in Powerpoint and in Illustrator Push forward the promotion of the Treasure one last time in 2018 and make it more known by the visiting people, or discard it entirely in HELPING THE BENEFICIARIES - Com Tools to help them MISSION: What are the best communication tool that could help beneficiaries attract more visitors? PITCH: Overall good appreciation of DG region tools for keep up the good work as it helps both programmes and beneficiaries The more templates the better for programmes and beneficiaries so to make their work faster and more useful It would be good to have a coordinated PR campaign to attract the attention of journalists Europe Direct center should and could be more involved in the organisation so as to help beneficiaries in their efforts Select a topic of the year which would make a central focus point, like the European capital or the Year of helping seniors RECOMMENDATIONS Overall the team did not address the proper mission which shows Continue the development of operational tools to help programmes fasten their work with beneficiaries Develop a great number of templates that can be used for any reason by programmes Think of a one page strategy and recommendations page on how to involve Europe Direct centres in the campaign Think about a topic of the year whether for 2018 or 2019

7 7. PHOTO COMPETITION - brainstorming - selling it MISSION: How to make the photo competition even more successful by making it more shared in Europe by programmes and beneficiaries - and convince people to participate PITCH: Different categories of photo like in similar photo competitions Different prizes and more interesting rewards Making use of the winning photo in more communication tools at the EC level so as to offer more exposure to the winners Map of projects more linked to the photo competition so as to help photographers find them Geolocalisation of pictures so as to feature them on a map Involve much more semi-pro such as schools / photographer courses and other multipliers for the competition Use an additional channel such as INSTAGRAM which is purely dedicated to pictures Gamify a little more the photo competition by creating intermediate challenges (the more pictures sent / the best picture featuring a pond of water / the most original picture, etc.) Involve specialised press who can relay the announcement of the photo competition and multiply the promotion we need to motivate the project beneficiaries, they don t see their interest in the photo competition; why not offering them to print 400 postcards of their project if it is selected; so they ask their communities to take part (Geneviève - Brussels region) RECOMMENDATIONS: All the points are valid and we support them all we also recommend taking a more helpful approach by creating some simple tutorials to level up the photographers skills how to take a picture by night in low-exposure how to find the best lines of a building to create a beautiful architecture picture how to plan for a photo shoot with actors how to take a picture with a reflection on a mirroring surface and achieve perfect symmetry we also recommend creating multiple small - easy to share videos to promote the campaign based on the pictures of last year as well as a larger video tailored for social media that could turn up more people to photography, eg. we invited 5 photographers to take pictures in the same place, this is how different they saw it

8 8. BLOG CONTEST- brainstorming - selling it to more writers MISSION: How to make the blogging contest even more successful and promoted by programmes and beneficiaries - so as to convince more people to participate PITCH Video to promote the blogging contest Better prizes like blog post published in the real press and partners so as to offer a larger exposure to the winners Open to more creative means such as vloggers, youtubers, poetry Special category for Tech bloggers or Social project bloggers Involve famous bloggers, get webinars to plan / support the writers RECOMMENDATIONS: All the points are valid and we support most of them different categories and prizes would certainly involve more people (3 categories to start with, and medium of choice (video - written - photo-roman) partnerships of exposure are extremely powerful motivators for semi-pro (students in journalism / amateur turning pro writers) and since the brand is very strong (European Commission / European Union) it can be perceived as a springboard for one s career

9 9. TREASURE HUNT - Evaluation - making it better MISSION: How to make the Treasure Hunt even more successful and promoted by programmes and beneficiaries so as to convince more people to participate PITCH: Make a Pokemon go app to gamify the participation break-down the ranking into a national-level and a european-level a bit like Football champion s league (best competitors nationally enter the european competition) Family album / digital stickers (???) RECOMMENDATION Dedicate more time in solving the real problem which is: how to give proper tools to beneficiaries so that they talk the public into participating to the Treasure Hunt while they are visiting the spot Create similar communication tools than for the Blogging contest and the Photo contest to advertise the competition Create a simple ticketing system at the entrance of events so that people both get accounted, and get a ticket promoting all the activities they can take part to (photo content / Treasure Hunt / Blogging contest)

10 10.LOCAL MEDIA - Tactic - how to attract them MISSION: How to involve the local media to report about the campaign PITCH: Journalists should be contacted 8 weeks before the event, by we have to offer them exclusivity, such as for instance visiting the projects open days before the day of the opening TV Channels could be contacted in order to come cover the event itself when people are there Inviting local VIPs to specific events and advertise it to the local press could drive a number of them to come RECOMMENDATIONS in order to simplify and level-up the work of programmes, a simple 1 page guide, how to contact journalists can be established the most important point on how to contact journalist is to start by teasing them by - most people do not know how to do this - an template could be produced to help programmes adopt an efficient method there A database of stock footages from previous editions and current ones could be made available to journalists who do want to complement their reportage A simple one-page briefing page on Word, with the possibility to translate it and adapt the address to the actual event address could be developed, so as to be sent systematically by programmes and beneficiaries to the journalists about to cover the event. If the video of this year event is under 30 seconds, or a shorter version possibility to place as PSA (public regional announcement) on regional TVs.

Marketing Director. Journalist

Marketing Director. Journalist Media Kit 2018 WHO WE ARE? Native Advertising Institute (NAI) is a world-class native advertising think tank solely dedicated to leading, educating and connecting marketing, advertising, communications