1. Creating a communication plan
from evaluation results
Ondřej Štefek

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
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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
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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.
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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
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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
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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?”
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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
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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
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10. Thank you for your attention.
Ondřej Štefek
stefek@naviga4.cz
www.naviga4.cz
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