The scope of this component is to ensure the communication and visibility of the first EU funded budget support operation. In addition, we identify the following secondary communication objectives, in order to achieve the overall target.

• Raise awareness of the approach and work of the EC;

• Clarify the process of budget support;

• Communicate the results and best practices achieved; and

• Underline the benefits for both Ukraine and the EU.

The key issues to consider regarding communications and visibility of the budget support operation for the Ukraine energy sector are the following:

• Lack of tangible investment - budget support programmes are not physical investments, such as infrastructure assets, where an EC flag on the billboard contributes most to the awareness raising. A more sophisticated and a consistent approach is thus necessary to ensure the message is delivered to the target audiences.

• Multiple target audiences with different needs and objectives - there is a range of target audiences for the operation. Each of the groups has its own need for information and its own objectives regarding the results of the budget support operation. A first analysis can be found below. Consideration of the specific needs of the target groups increases the effectiveness of the communication actions.

• A full range of tools - Our consortium has a full range of tools at its disposal, such as events and conferences, websites, printed material (reports, factsheets, press releases, leaflets, brochures, etc.), audiovisual material (video news releases, etc.). Depending on the objectives, the target audiences and the budgetary constraints, we will find the correct blend of tools to have the greatest impact.

• Multipliers - in every communication and awareness action there are a number of stakeholders involved (see section on target groups below). An important success factor is the engagement of different stakeholders as “multipliers” of information and messages. Whenever such multiplying activities are achieved, the impact of the communication action is much enhanced at low cost.

The project's approach towards ensuring communication and visibility of the action is based on the following work plan:

• Define the overall communication objective;

• Understand the target groups;

• Highlight specific objectives for each target group (if applicable);

• Define the main activities that create the visibility;

• Choose the right communications tools;

• Plan human and capital resources and check against activities/tools;

• Define indicators of achievement for the different tools proposed;

• Ensure provisions of feedback; and

• Execute.

This work plan will be further developed in the inception period of the project in agreement with the Contracting Authority and the Beneficiary.