1. Project: The Economy Boosting Plan Communication Campaign: new ways to
speak to business and change the economy for the better
Category: PUBLIC AFFAIRS
Summary
Lithuania met the year 2009 with growing unemployment and a local economic
downturn. To stimulate the economy, “The Economy Boosting Plan (EBP)” was
created. It included measures targeted to expand business development and
financing possibilities thus helping to keep or create new jobs. A large part of the
measures were financed with EU support.
Challenge to quickly present EBP measures for the audience, encourage business
interest in them was met. As a solution the EBP measures were presented to the
audience in “their language”, using effective and engaging ways of communication.
The message was based on sound examples, which invited other businesses to
follow it. Businesses that were already using the available measures became the
main spokespeople.
The EBP means were presented in six concentrated communication campaigns that
included business daily supplements, advertorials, TV and radio reports. More than
300 companies presented their experiences in using the EBP means while their
testimonies were supported with clear business-targeted information about the ways
how the means could be utilized.
According to a media analysis that was carried out on the EBP communications
campaigns, 83% of the targeted Lithuanian business audience was reached.
Situation
The global economy and local downturn led to an 18% decrease in GDP, higher
unemployment and stagnant business in Lithuania at the beginning of the year 2009.
It was necessary to draw up a path to economic recovery and the country’s
government made a firm decision on how to stimulate the economy.

2. The Economy Boosting Plan (EBP) was created to stimulate the economy and
included measures to encourage companies to search for new markets, spur
innovation, create a more innovative services sector and thus keep and create new
jobs.
Objectives
- to speak in the name of the state, but using the language of business;
- to find a way to communicate the main ideas in a way that was accessible,
easy-to-understand and motivating, while at the same time following communication
norms that must be followed when dealing with information pertaining to EU Structural
Funds;
- to find an original and relevant way to speak about the new ways to stimulate
business, which would then encourage businesses to utilize the measures of the
EBP.
Strategy
A new way to speak to business needed to be explored. The solution was then based
on two aspects: new content and new communication planning.
A decision was made to base all communication content on one message: to show a
good example and invite other businesses to follow it. Businesses that were already
using the available measures became the main spokespeople. They were the flag-
bearers of the EBP and told stories about the real results and real expectations in
their enterprises, such as new working places, growing investment or an increase in
exports.
Execution
Business-oriented channels were selected for the communication:
· A leading business daily Verslo žinios (Business News) supplement
called Valstybe ir verslas (The State and Business) was created and distributed
together and to state institutions frequently visited by business;
· More than 300 advertorials were presented in the national and regional print
media. They featured success stories of local companies that had found new
possibilities in the recovering market;

3. · TV reports and radio interviews with business representatives were broadcast
on prime-time news programs on national television channels, which discussed the
most pertinent topics;
· Participation at Gazele (Gazelle), which is a yearly business event consisting of
9 regional conferences and one closing event and where state representatives
discussed the opportunities to use measures financed by EU Structural Funds and
business representatives presented their experience using these measures. Last
year, more than 1000 business representatives took part in these events.
Documented Results
Six communication campaigns were implemented in August 2009 – December 2010.
The stories of businesses, which had success during the economic downturn were
published for a business audience in 5 issues of the daily business supplement The
State and Business, while 92 different advertorials were used or mentioned a total of
357 times in regional and nation-wide media outlets. More than 50 TV and radio
reports were aired.
The EBP communications campaign’s media reached 83% of the targeted business
audience. The survey showed that those respondents, who were aware of the EPB,
evaluated it as really helpful, with 63% of them answering that the measures of the
EPB really work.
According to data of the institutions, which businesses worked with in order to receive
EU Structural Funds, the campaigns helped to increase of number of business that
inquired about funding, and finally – to increase the general number of applications.