Background
The communication and promotion study (also referred to as the “branding study”) presented three possible strands for communication strategies:
- Eurostat, an expert for experts
The main objective of this approach is to refocus the Eurostat brand on its expert target audiences. This refocusing has the advantage of clearer brand positioning and greater investment in communication towards a single main target audience with relatively consistent needs. - Eurostat, the knowledge disseminator
The main objective of this approach is to encourage multipliers in a broad sense (experts, media, teachers, etc.), brand ambassadors and disseminators to use and share Eurostat products. This approach is sometimes referred to as G to M to C (governments to multipliers to citizens), based on the premise that Eurostat must aim its communication at multipliers, who have much greater influence on the final target audience, namely the general public. This empowerment and dispersion strategy is designed to create shared value at each stage of product dissemination. - Eurostat, a democratic guide
The main objective of this approach is to focus Eurostat's branding strategy on the general public so that Eurostat can serve as a beacon of democracy in an era of fake news and frequent manipulation of public opinion. This GtoC (government to citizens) approach aims to make Eurostat the natural choice for all European citizens in search of European statistics. It strengthens Eurostat’s educational component to help the general public understand the role and purpose of statistics, as well as to feel capable of using them.
However, while the above outcome of the branding study served to inspire subsequent activities in DIGICOM and beyond, it was not followed up by a joint development of an ESS communication strategy.
Link to the deliverable
As no ESS communication strategy was developed, there is no deliverable to link to.