Download Know your audience: "2009 Survey on Structural Funds in Saxony

2009 Survey on Structural
Funds in Saxony
Approach, Results and Impact
INFORM Network, June 15 - 16, 2010
Table of Contents
 Approach: what we did and why
 Results: what did interviewees say?
 Impact: what needs to be done?
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INFORM Network, June 15 - 16, 2010
Approach




Starting point: joint ERDF/ESF communication plan
1st survey on EU-related communication in Saxony
Objectives: optimize and control publicity
Survey design:
– population survey: 1.000 private households
– business survey: 500 companies
– subjects: overall views on Europe, awareness of ERDF/ESF,
sources of information
– follow-up survey at the end of funding period
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INFORM Network, June 15 - 16, 2010
Results: overall views, awareness
 Overall views on Europe: positive attitude towards
Europe/EU, financial support is generally well known and
viewed as positive
 Level of awareness:
– ERDF: population 40 %, companies 50 %
– ESF: population 44 %, companies 66 %
 Wish for information:
– Population: 51 % want more general information, 40 % specific
– Companies: 64 % want more general information, 72 % specific
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INFORM Network, June 15 - 16, 2010
Results: sources of information
 Sources of information (population)
„Where have you read or heard something about the ESF or ERDF?“ (unaided question)
58
magazines/newspapers
48
TV
29
work/school
construction site signs/other signs
24
Internet
24
23
radio
22
brochures
20
personal communication
13
posters
cinema
3
7
other
no answer
4
Basis: interviewees who know at least one of both funds (n=618), data in %
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INFORM Network, June 15 - 16, 2010
Results: sources of information
 Preferred sources of information (population)
„Where would you look for information on the European aid programs ?“ (unaided question)
45
Internet, " to google"
34
local authorities, government agencies
7
media (without the Internet)
chambers of commerce, employers
6
5
provincial government, federal government
banks, insurance companies, tax consultants
3
friends, relatives
3
EU-administration, EU-politicians
2
educational institutions
2
registered societies, organisations
other
I'm not looking for information
don't know / no answer
1
3
8
14
Basis: all interviewees (n=1000), data in %
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Impact example 1: “old” media
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Finding: “old” / traditional media
(newspapers, magazines, TV, radio)
is dominant source for general
information

Benefit: raise public awareness of
EU structural funds

Target group: the general public,
those who are not specifically
looking for information on EU funds

Implementation: intensify media
relations (workshop on EU politics
and structural funds, press trips,
offer regional success stories 
place content rather than buy ads)
INFORM Network, June 15 - 16, 2010
Impact example 2: new media

Finding: when looking for
specific information, half the
interviewees would look on the
Internet

Benefit: offer targeted and
systematic information

Target group: potential
beneficiaries, those who are
actively looking for information

Implementation: optimize
website, clear and up-to-date
information, lean navigation,
best-practice examples, link
management, online
networking / social media
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INFORM Network, June 15 - 16, 2010
Impact example 3: networks
 Finding: when looking for specific information, overall half the
interviewees would turn to “information hubs” such as local or
governmental authorities and chambers
 Benefit: networks multiply information, trusted sources
 Target group: potential beneficiaries, actively looking for information
 Implementation: use networks with social partners to multiply
information, make info material available in chambers etc, cooperate
with special media (chamber magazines etc.) to place content;
brochures for special interest groups, e.g. information for
municipalities, companies
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INFORM Network, June 15 - 16, 2010
Conclusions
 1. Both companies and private households express
strong wish for information
 2. Media mix is important for successful communication:
old media, new media, networks, active/passive
approach  Saxony acted right away
 3. Communication plan: compare key findings with plan,
check in which ways updates are necessary  next step
 4. Follow-up survey
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INFORM Network, June 15 - 16, 2010
THANK YOU!
Andrea Decker
SAXON STATE MINISTRY FOR ECONOMIC
AFFAIRS, LABOUR, AND TRANSPORT
Division 55 | Managing Authority ERDF
Wilhelm-Buck-Str. 2 | 01097 Dresden
+49 (0)351.564.8047
[email protected]
Matthias Vorhauer
SAXON STATE MINISTRY FOR ECONOMIC
AFFAIRS, LABOUR, AND TRANSPORT
Division 23 | Managing Authority ESF
Wilhelm-Buck-Str. 2 | 01097 Dresden
+49 (0)351.564.8236
[email protected]
 www.strukturfonds.sachsen.de
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INFORM Network, June 15 - 16, 2010