On January 27, Aranco explained the supraregional communication plan for border information points at the Dutch-German and Dutch-Belgian borders at the Euregio Rhine-Waal in Kleve (D), which was drawn up at the request of the cooperating Euregions.
At the moment there are various organizations along the German-Dutch and Dutch-Belgian borders that provide information and advice to (potential) frontier workers about the difference in social security, taxes, care, etc. These ‘border information points’ thus contribute to the – because of various obstacles still difficult — cross-border labour mobility. Until recently, all these information points operated under different names and cooperation took place mainly on an ad hoc basis. The need to achieve more structural coordination and cooperation within a structure of “Border info points” has meanwhile been recognised by the organisations involved. Various steps to achieve an actual joint profiling have already been taken.
Aranco was asked to develop a plan for the joint communication of the border info points. The communication plan specifically addresses five means of communication: website, social media, print media, dealing with the press and corporate identity protocol. In addition, a joint logo has been designed, which will be used together with the own regional logos based on a so-called “dual branding” strategy. A declaration of intent will also be signed by the various Euregions shortly, describing the minimum services provided by the border information points, as well as the cooperation between the border information points.
The central starting point of the developed communication plan is to communicate as supraregional as possible and as regionally as necessary. After all, a communication strategy that is as supraregionally oriented as possible benefits the visibility and profiling of the ‘Border Info Point’ brand, and thus the findability by the target group. We are pleased with the positive feedback from the Euregions about the communication plan drawn up and the contribution we have been able to make to the further strengthening of the quality of the personal border information provision.