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					    The publicity campaign in Southern Italy and its assesment
                                 Emanuela Poli
      Ministry of Economy and Finance, Department for Development Policies




                          Attività 2003




                 Structural Funds Information Team (SFIT)
                       Bruxelles, 10th September 2004


1
    The Communication Plan (approved in November 2000) of Italy’s QCS-
    Quadro Comunitario di Sostegno (National Development
    Framework) Objective 1 includes:


    A) Integrated communication actions                              (budget: 1.500.000 Euros)

    B) Publicity campaign: format                       (budget: 200.000 Euro)

    C) Publicity campaign: media planning and buying                                  (Budget 7.500.000
    Euros)

    D) Evaluation                                       (budget: 500.000 euros)




    QCS Objective 1: 51 billion Euro over the 2000-2006 period
    7 Regions involved, all in the South of Italy, with a population of about 23 million
    The QCS operates through 7 Regional Programs and 7 National Programs

2
    A) Integrated communication actions

    Supporting external consultants: Adnkronos-Conform, selected
    in mid 2002 through a call for tender


    Launch of an official emblem

    Development of a web site (http://www.dps.tesoro.it/qcs/qcs.asp)
                                                                               Official emblem
    Organisation of conferences and seminars, both at national and
    regional level (about 15 so far)

    Participation to fairs and expositions (about 5 every year)

    Monthly newsletter (paper and electronic form)

    Editing, publishing and distribution of publications (about 15 so
    far including UE regulation, programming documents, catalogues of
    projects financed with EU funds; constant updating of the mailing list;
    goal: 5.000 copies of each publication should be distributed)

    Media relations (press releases, press conferences, radio talk-
    shows, radio tour, direct contact with journalists, buying of
    programming time on local and national radio stations)
                                                                              Catalogue of projects
    Free phone number (from mid 2003 to end of 2004)

3
    B) Publicity campaign for the nation-wide public: format

    Advertising agency: Grey Wordlwide, selected in December 2002 through a call for
    tender


    The solo character: a kid (symbol of potentiality and willingness of growth).

    Direct, catchy, simple wording centred on the claim “L’Europa può farci grandi”.

    Black and white campaign, with one single, very bright and easily distinguishable
    colour – orange.


    TV spot (one lasting 30” + a shorter version lasting 15’’)
    Radio spot radio (30” - 2 different subjects)
    Advertisement on newspapers (single page, half page, b/w,
    colour)
    Billboards (6m x 3m)
    Poster (1m x 1,4 and 2m x 1,4m)
    Web banner
    Factsheet



4
5
                                   Billboards




    The campaign publicised two instruments citizens could access if they
    were interested in extra information:
    - a new web site (www.qcs.tesoro.it) specifically designed to support the
    campaign
    - a free phone number (800 444 555)


6
    C) Publicity campaign for the nation-wide public: media planning
    and buying
    Media centre: Carat, selected in June 2003 through a call for tender
    The six month campaign was launched on 10 August 2003 with the programming of the
    first TV spot.
    Budget: 7,5 million Euro (about 50% spent on the press, 15% on national televisions, 15% on
    radio and television at the local level, 15% on street advertising, 5% on the internet).

                                                              Recall               Final sprint
                                 Launch
                                                            October –            December 2003-
                         August- September 2003
                                                          November 2003           January 2004
                                                                                    National level
                              National televisions
          TV spot        + extra pressure in the South
                                                         Southern televisions   + extra pressure in the
                                                                                         South
                                                                                    National level
                                 National level          Southern televisions
        Radio spot       + extra pressure in the South
                                                                                + extra pressure in the
                                                                                         South

      Advertising on
                                National press             Southern press           National press
       daily press
      Advertising on        National “generalistic”          Specialised        National “generalistic”
       periodicals               periodicals                 periodicals             periodicals

                                 National level
     Street billboards   + extra pressure in the South

          Internet                                          National



7
                    Web site specifically design to support the campaign

                    Limited number of pages, very accessible language, simple navigation.
                    Users visiting the web site increased by 6 times during the campaign.
                    Costumer satisfaction:
                    75% of web site users are “very” or “enough” satisfied with the site content
                    90% of web site users find it “very” or “enough” easy to navigate the site.
WWW.QCS.TESORO.IT




8
            Free phone number
            Between 11 August 2003 and 31 May 2004 our operators talked with 20.764
            citizens (an average of 140 per day).
            The graph below shows that calls increased in number during the weeks in which
            the TV spot was broadcasted on national televisions.
                                                                                                                                                                                                      Totale


             600



             500



             400



             300                                                                                                                                                                                                                                                                                                                                                                   Totale



             200



             100
HELP DESK




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          Our telephone operators asked a few “personal” questions to the citizens who
          called the free phone number so that we were able to trace a profile of the
          “average citizen” interested in obtaining information on Structural Funds:



                             male (72 per cent)

                             between 18 and 45 years old

                             calling mainly from Campania, Sicilia, Calabria e Puglia

                             with a high-school degree (high percentage of university degrees
                            too)

                             25% small entrepreneurs, 24% employees, 25% unemployed

                             interested in opening up his/her own business

                             interested mainly in agriculture, turism, industrial local development

                             came to know about the free phone number mainly from the tv spot
                            on national televisions (over 50%) as well as from the radio spot
PROFILE




                            (24%)




10
     D) Evaluation of communication activities

     Evaluator: Ernst & Young Financial Business–IPSOS Explorer, selected at the end
     of 2003 through a call for tender


     They developed two research (and two final reports):

     - a quantitative analysis conducted in February 2004 through telephone polls on a
     sample of 2.000 people representing the adult Italian population (18-70 years old)
     + a sample of 3.000 people representing the adult population of the South of Italy
     - a qualitative analysis conducted in June-September 2004 through focus groups
     (9) and face-to-face interviews (7) with a selected number of Structural Funds final
     beneficiaries, economic and social partners, national and regional Managing
     Authorities, the persons responsible for information and publicity of the regional
     Operating Programs.



     What did we want to know: whether people were correctly informed about the
     Structural Funds, what opinion they had of Europe in relation to the Structural
     Funds, whether the publicity campaign had an impact on them




11
     How many people are aware of the existence of EU Structural Funds?
     61,7 % of the adult Italian population
     66% of the adult population of the South of Italy
     Only 56,4 of the younger generations (18-29 years old)

     How did they became aware of the existence of EU SF?
     Over a third through national and local televisions
     About a third through the press
     Only 2% at school


     Do they have a correct idea regarding which level of government (State,
     Region, Province, Municipality…) deliver the Funds?
     Almost 60% of the adult Italian population do not know who deliver the Funds
     27% correctly point out the Regions

     Do they have a correct idea regarding the productive sectors interested by
     the Funds?
     About a fourth have no clue
     The majority of the correct answers concentrates on education, agriculture, industrial
     development and infrastructures.
     Very few (3%) know that Funds in Italy finance research and technology, culture,
     security, environmental protection, fishery.


12
         Level of agreement with the proposition “The EU is a trustworthy institution”: in
         the South of Italy 65,3 per cent of the population agrees.
                                     Abbastanza in               Completamente in
                                      disaccordo                   disaccordo
                                        12,1%                         6,7%




                                                                                     D'accordo
                                                                                      65,3%
                                            Ne' d'accordo ne'
                                             in disaccordo
                                                 15,9%




         Level of agreement with the proposition “The EU plays an important role in the
         socio-economic development of Italy”: in the South of Italy 66,8 per cent of the
         population agrees.
                                                                  Completamente in
                                     Abbastanza in
                                                                    disaccordo
                                      disaccordo
                                                                       7,2%
                                        13,6%




                                                                                       D'accordo
                                                                                        66,8%
                                             Ne' d'accordo ne'
                                              in disaccordo
                                                  12,4%




         Level of agreement with the proposition “The EU makes me feel a citizen of
         Europe”: in the South of Italy 69,5 per cent of the population agrees
EUROPE




                                   Abbastanza in
                                                                 Completamente in
                                    disaccordo
                                                                   disaccordo
                                      11,6%
                                                                      6,3%




                                                                                      D'accordo
                                                                                       69,5%
                                       Ne' d'accordo ne'
                                        in disaccordo
                                            12,6%




13
     How many people know the publicity campaign “L’Europa può farci
     grandi”?
     About 50% (52,5% in the South)
     Among those who declare to be aware of the existence of EU Structural Funds, 42,9%
     came to know about them through the campaign.



     Where did they see the publicity campaign?
     90,2% on television
     6% on the radio
     Very few people remember the advertisement on the press or the street billboards


     How many people after having seen the campaign felt they wanted more
     information and either checked the web site or called the free phone
     number?
     10% (13% in the South)
     53% of them chose the web site rather than the free phone call
     They were mainly interested in obtaining information on procedures to access the
     funds




14
     Partial results of the qualitative research

     The interviewees agreed that in the last years a good level of integration
     between the various communication instruments was achieved at national level
     and that remarkable efforts were made to reach the general public, the media
     and the final beneficiaries.

     However:
     “The distribution of newsletter and other publication is insufficient”

     “Too many conferences in Rome: you should organise more events in the
     Regions”

     “There should be more integration in the daily work of the people who work in
     Rome on publicity and information of SF and those who work in the Regions”

     “Your publications and your conferences are too abstract and
     “procedural”: we, as every other citizen, would like to see the
     results, what comes out from all this big expenditure”




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