National Money WeekHigh Level Project PlanSeptember 2013, The Netherlands

Money Wise

02 National Money Week 2014 • High Level Project Plan

1. Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

1.1 Reason...........................................................................................31.2 ReadingGuide...............................................................................3

2. Project-NationalMoneyWeek.......................................................4

2.1 Projectdescription........................................................................42.2 Result.............................................................................................5

3. ProjectPhases

3.1 Preparationphase.........................................................................63.2 Recruitmentphase........................................................................73.3 Implementationphase.................................................................73.4 Completionphase.........................................................................7

4. Communication................................................................................8

4.1 Targetgroupsandobjectives.......................................................84.2 Channelsofcommunication........................................................9

5. ProjectOrganisation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

6. Timetable. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

Contents

03 National Money Week 2014 • High Level Project Plan

Inthe2013-2014schoolyear,NationalMoneyWeekisbeingheldagainintheweekof10uptoandincluding14March.Inordertopreparewellforthisweekandmakeitasuccess,thehighlevelprojectplanpresentedherewasdrafted.Thisplandescribesallthefacetsthatareimportanttoprepareandexecutethisproject.

1.2 Reading GuideChapter2describesthestartingpointsandobjectivesofNationalMoneyWeek2014.Chapter3elaboratesonthephasesoftheproject(preparation,implementationandcompletion).Chapter4focusesoncommunication.Chapter5describestheprojectorganisation.Chapter6presentstheschedule.

1. Introduction1.1 ReasonInthe2013–2014schoolyear,theMoneyWisePlatformorganisesthe4theditionofNationalMoneyWeekforprimaryeducation.Thisweekisanimportantbenchmarkforbringingwide-spreadattentiontofinancialeducationinprimaryschools.

NationalMoneyWeekhasgrownenormouslysincethefirsteditionwasheldin2010,witharecordnumberofactivities,participatingschools,participatingmunicipalitiesandmediaattention.DozensofcooperativerelationshipsfromtheMoneyWisePlatformhaveorganisedarangeofactivitiestoteachprimaryschoolpupilsinanappealingmannerhowtomanagemoney.

04 National Money Week 2014 • High Level Project Plan

2. Project – National Money Week2.1 Project descriptionNationalMoneyWeekisanationalprojectweekforprimaryeducation.Thegeneralobjectiveofthisweekistoplacethethemeof‘learningtomanagemoney’ontheteachingagendaatprimaryschools.Bymakingchildrenawareoffinancialmattersatayoungage,afoundationislaidforthemtomanagetheirfinancesasadults.

DuringNationalMoneyWeek,participatingpartiesorganiseappealingactivitiesforchildrenages4to12.Examplesoftheseactivitiesincludethelessonsgivenatprimaryschoolsbyguestteachersfrombanksandinsurancecompanies,aprimaryschooldebate,workshops,parenteveningsfocusedonteachingchildrenaboutfinancialmatters,anonlineseminar,anend-of-yearmusical,aschoolcompetitioninwhichuseismadeoftheKlasse!kas(classroomcashboxinitiative)andattentiongivenonTVforanentireweekintheprogrammesofNTRSchoolTVthatarefocusedonlearninghowtomanagemoney.

Thestartingpointforthe4theditionofNationalMoneyWeekistherealisationofan(even)greaterconcentrationofforces.Theactivitiesandlearningmaterialswillbemorecomprehensive,withtheaimofaugmentinguniformityandincreasingthecollaborationbetweentheparticipatingorganisations,aswellasimprovingthequalityoftheactivitiesandlearningmaterialsofferedtoschoolsduringNationalMoneyWeek.

Toachievethis,theMoneyWisePlatformwilldeveloplessonmaterialthatcanbeusedbyallparticipatingorganisationsthatwishtoprovideguestteacherstogivelessonsduringNationalMoneyWeek.TheBasicVisionforFinancialEducation(SLO,2009)andtheLearningGoalsandAttainmentTargetsforPrimaryEducation(Nibud,2013)formthefoundationofthematerialtobedeveloped.ThelessonmaterialthattheMoneyWisePlatformisofferingrein-forcesandsupportsalreadyexistingmaterialsofparticipatingorganisationsandcanbeusedbybothteachersand(visiting)teachers.

AnumberofpreconditionshavebeenformulatedfortheactivitiesinNationalMoneyWeek2014:

• Theactivitymustteachchildrenhowtomanagemoneyandtransformthesubjectintoatopicfordiscussion(betweenchildrenandparents,childrenandteachers,childrenamongthemselves).

• Theactivityisaimedatchildrenbetweentheages4and12.

• Theactivitymustfitinwiththelearninggoalsdescribedinthebasicvisionforfinancialeducation.

• Theactivitywillhavenocommercialobjective.

• Participatingpartieswillagreeonacodeofconduct.

05 National Money Week 2014 • High Level Project Plan

2.2 ResultForNationalMoneyWeek2014,objectiveshavebeenformulatedatdifferentlevelsbasedonthemanualfortheevaluationofevents(ExpoResult,September2011).

Threetypesofobjectivesarediscernedintheevaluationmodel:• Targetgroupobjectives:

who do I want to reach?• Processobjectives:

how do I achieve the intended effect with the target group?

• Effectobjectives:what do I want to achieve (effect)?

SpecificobjectivesforNationalMoneyWeek2014:1. Target group:

a. 90%ofprimaryschoolsarefamiliarwithNationalMoneyWeek;

b. 40%ofprimaryschoolshaveactivelyparticipatedinNationalMoneyWeek;

c. 50%oftheparentsofchildrenbetweentheagesof8and12havebeenreachedthroughinformationprovidedonfinancialeducation;

d. 10%oflocalgovernmentshaveencouragedschoolstoparticipateinNationalMoneyWeek.

2. Assessment:a. 80%oftheparticipatingprimaryschools

gaveNationalMoneyWeekareportmarkof7orhigher;

b. 80%oftheparticipatingpartiesgaveNationalMoneyWeekareportmarkof7orhigher.

3. Knowledge, attitude and behaviour:a. 40%oftheprimaryschoolsplanto

givegreaterattentiontothesubjectof‘managingmoney’intheeducationtheyprovide;

b. 40%oftheparentscontactedhavespokenwiththeirchildaboutthethemeof‘managingmoney’becauseofNationalMoneyWeek.

The general objective of National Money Week is to place the theme of ‘learning to manage money’

on the teaching agenda at primary schools.

06 National Money Week 2014 • High Level Project Plan

3. Project PhasesNationalMoneyWeek2014isthe4theditionofthiseventheldinarow.Basedonexperiencesfrompreviouseditions,thefollowingplanofapproachhasbeendrawnup.Amoredetailedplanfocusedonimplementationwillfollowduringthefirstphaseoftheproject.

3.1 Preparation phase (May 2013 up to and including October 2013)Thepreparationphasewilltakeplaceinthefirst,secondandthirdtrimestersof2013.Duringthisphase,theprimaryfocuswillbetodeterminethecontentofNationalMoneyWeek.Duringthesemonths,themainoutlineoftheprogrammeshouldbecomeclearsothatitcanbecommuni-catedtoschoolsinthefourthtrimester.Inthesecondtrimesterof2013,a‘savethedate’noticewillbesenttotheschoolssothattheycanincludeNationalMoneyWeekintheirannualscheduleforthe2013–2014schoolyear.

Duringthepreparationphase,thefollowingactivitieswillbecarriedout:• Puttingtogethertheprojectteamfor

NationalMoneyWeek;• Puttingtogethertheteamofexperts

forNationalMoneyWeek;• Puttingtogetherthefeedbackgroup

ofteachers;• Establishingtheprojectplan;• Developingaplanofapproachanda

communicationplan;

• Developingandestablishinganopeningevent;

• Selectingsuppliers;• Establishingtheactivitiesofferedby

participatingparties;• Supportingthepartiesparticipatingin

NationalMoneyWeek;• Recruitingnewcooperativerelationships.

07 National Money Week 2014 • High Level Project Plan

3.2 Recruitment phase (November 2013 up to and including February 2014) Therecruitmentphaseforschoolsandteachersstartsinthefourthtrimesterof2013andrunstotheendofthefirsttrimesterof2014.SchoolswillbeapproachedandaskedtoparticipateinNationalMoneyWeek.GuestteachersfrompreviouseditionswillbeaskedtoservepersonallyasambassadorstotheschoolsandteachersduringNationalMoneyWeekandtodrawattentiontothetotalprogramme.Duringthisphase,wewillalsoapproachlocalgovernmentsthatarekeentoencourageschoolstoparticipate.

Activitiesinthisphase:• Recruitingschools,localgovernments,

parentsandotherparticipantsthatwanttotacklethesubjectof‘Learningtomanagemoney’;

• Encouragingtheimplementationofactivitiesatschools(activitiesthatbuilduptoNationalMoneyWeek);

• Linkingactivitiestosponsors(nationallyandlocally);

• Promotingactivities.

3.3 Implementation phase (November 2013 up to and including March 2014)TheimplementationphaseoftheprojecttakesplaceinthemonthsrunninguptoNationalMoneyWeek.Theactivitiesinthisphaseare:• Organisinglogistics;• Preparingforevents;• Makingafinalselectionofpublicitymoments

formediaattention;• Supportingparticipatingpartiesinthe

implementationofactivities;• Implementingactivitiesatschools.

3.4 Completion phase (March up to and including May 2014)Inthecompletionphase,evaluationistheprimaryfocus.Activities:• Supervisingevaluationamongschoolsand

parents(andpossiblychildren)andcompilingtheresults;

• Conductingevaluationofpartners;• Follow-up.

08 National Money Week 2014 • High Level Project Plan

4. CommunicationThischapterfocusesontheinitialeffortstodraftaplanofapproachtocommunicationforNationalMoneyWeek.Theseelementswillbefurtherworkedoutinafinalcommunicationplaninthethirdandfourthtrimestersof2013.Thecommunicationplanwillbedraftedinthefirstphaseoftheproject.

4.1 Target groups and objectivesWhendevelopingthecommunication(channels),aneyewillbekeptoncostefficiency,effective-nessandopportunitiesforbringingNationalMoneyWeektotheattentionofthetargetgroup(s)asareliablepartnerforfinancialeducation.ThefocuswillalsobedirectedtoboostingNationalMoneyWeekasarecurringphenomenon.

Primarytargetgroups• Childrenages4uptoincluding12;• Teachersofpupilsages4uptoand

including12;• Parentsofchildrenages4uptoand

including12.

Secondarytargetgroups• Experts/professionals;• Localgovernments;• Localandnationalpoliticians;• Publicopinion.

ObjectivesfortheuseofcommunicationforNationalMoneyWeek• MaketargetgroupsfamiliarwithNational

MoneyWeek;• Ensuretargetgroupsarewell-informedon

timeaboutNationalMoneyWeekandtheactivitiesonoffer;

• Ensuretargetgroupstakepartinoneoftheactivities;

• Ensuretargetgroupsknowwhereandhowonecanregistertoparticipate;

• Ensurethatthecommunicationchannelsandmediacontactsoftheparticipatingpartiesareusedtooptimumeffect;

• Ensurecommunicationchannelsproduceflowoftraffictothewww.weekvanhetgeld.nlwebsite.

09 National Money Week 2014 • High Level Project Plan

4.2 Channels of communicationTheuseofcommunicationchannelsisworkedoutfurtherinthecommunicationplan.Aninitialstepisasfollows:

Print• Save The Date + Poster:NationalMoneyWeek

willbyannouncedtoschoolsinMay2013bywayofaletterandaposter.

• National Money Week Newspaper (primary school pupils):Forthisedition,too,aNationalMoneyWeeknewspaperwillbedevelopedanddistributedamongthepupilsoftheprimaryschools.Inthisnewspaper,thesubjectof‘learningtomanagemoney’willbehighlightedinafunmanner.Thenewspaperiswrittenforchildrenages4uptoandincluding12and,alongwitheducationalgames,puzzlesandactivities,itisapartofthelessonmaterialthatwillbeofferedbytheMoneyWisePlatform.

• National Money Week Newspaper (for parents):Forthisedition,too,aNationalMoneyWeeknewspaperwillbedevelopedespeciallywithparentsinmind.Itsprimaryfocuswillbethesubjectoffinancialeducation.

• For recruitment and presentation of materials and activities:For2014,allguestteacherswillbeaskedtoannounceNationalMoneyWeekatprimaryschools.Thelearningmaterialsandactivitiesofferedwillbeusedasarecruitmentinstrumentinanappealingmanner(flyer,doorposter,etc.)orlinkedtoaschoolcompetition.

RadioandTV• Radio spots:Theradiocampaignaimedat

creating‘awareness’forNationalMoneyWeekwasverysuccessfulin2012.Theplanistosetupthecampaignagainforthe4thedition.

• TV:Theplanistoresearch,withpartnerNTR,themosteffectivewayprogrammescanbeused.Inadditiontoprogrammesfocusedonthethemeofmoney,wewillconsiderwhetherprogrammecomponentsfromNationalMoneyWeekcanbeplacedinthespotlight(schoolcompetitions,opening).Withthisinmind,weintendtorebroadcasttheTV-spot(inadaptedform).

Advertising(print/online)• Advertising:Theapproachistoadvertisewith

partnersthatwanttoplacetheadvertisementintheirownchannelsofcommunication.Theadvertisementsareapartofthetoolkitforcommunicationchannelsthatcanbeusedbythepartners.Anadditionalchallengefor2014isgettinganumberofprominentpapersinterestedinthesubjectoffinancialeducationandinNationalMoneyWeekandthentolistthemasparticipantsinexchangeforeditorialspaceforthesubjectandfreeplacementoftheadvertisement.

10 National Money Week 2014 • High Level Project Plan

Online• Website:thewebsitewww.weekvanhetgeld.nl

servestopromoteandsupporttheprojectandismeanttorecruitschoolsandtoinformvisitorsabouttheobjectiveandactivities.Justasin2012,thewebsitewillbeusedinphases,namelyasaninformationandrecruitmentwebsitethatwillbeonlineasofNovember2013andasaconsumerwebsitethatgoesonlineasof15February2014.

• Banners:justasin2012,thepartnerswillbegivenbannersetstopromoteNationalMoneyWeekonline.

• Facebook & Twitter:justasin2012,theNationalMoneyWeekwillbepromotedviaFacebookandTwitter.

• Newsletters:teacherswillbekeptabreastofprogressconcerningNationalMoneyWeekviaaspecialnewsletter(atleast4x).

Jointgadgetinitiativeforprimaryschoolpupils• Gadget:For2014,wewillexplorethepossi-

bilitiesforajointgadgetinitiativealongthelinesofthelessonmaterial.Thefocuswillbe:educational,reachingtheparents,funandeasytodistribute.

Publicitymoments• PR:ThePRwillbecentrallyorganisedagain

in2014.PressreleasesaroundtheactivitiesinNationalMoneyWeekwillbesentoutinconsultationwiththeMoneyWisePlatform.Thecommonmessagewillbethefocuspointinallcommunicationstatements.Aconcretescheduleandtoolkitwillbeavailabletoparticipatingpartnersduringtheimplemen-tationphase.AnumberofactivitieswillbeselectedbytheteamofexpertsthatwillbepromotedbythecommunicationdepartmentoftheMoneyWisePlatform.

11 National Money Week 2014 • High Level Project Plan

5. Project OrganisationAlargenumberofpartieshavebecomeinvolvedwithNationalMoneyWeek.Themagnitudeofthenumberofpartiesinvolvedin2014hastaughtusthatitwouldbewisetomakeadistinctionbetweenanumberofcorepartnersandothercooperativerelations.Atighterconsultativestructurewillbesetupwiththecorepartnersbyincludingtheminateamofexperts.

• Participating parties:onthreeoccasionsduringtheproject,duringthepreparationsforNationalMoneyWeek,allpartiesinvolvedwillbeinvitedforaninformationmeeting(duetothesizeofthegroup,theagendaandmeetingmethodwillbeadaptedtothenumberofparticipants).Duringtheproject,allparticipatingpartieswillreceiveawrittenupdateandalsoindividualsupervision(throughouttheproject,thepartnerswillindividuallycoordinatethecurrentactivities,whennecessary,withtheprojectmanagersothattheywillremainsufficientlyinformedabouttheprogressoftheproject).

Theprojectorganisationcomprisesthefollowingcomponents:• Steering committee:theregularsteering

committeeoftheMoneyWisePlatformmeetssixtimesayearandhasNationalMoneyWeekasacomponentonitsagenda.Thesteeringcommitteedecidesontheentirebudgetfortheproject.

• Expert team:consistingoftheprojectleadersoftheMoneyWisePlatform(projectmanagerandprogrammemanager)andthecontactpersonsinvolvedfromthecorepartners(NVB,Verbond,NTRandDNB).Theteamofexpertsholdsamonthlymeeting,amaximumof8timesduringtheproject(exceptinJulyandAugust).Theteamofexpertsisthesparringpartnerfortheprojectleaderswithrespecttotheplanofapproach.

• Feedback group:consistingofatleast4teacherswithwhomprogrammecomponentscanbediscussed(tobeformedfromparticipatingteachersfromNationalMoneyWeek2011).Thefeedbackgroupmeetsthreetimesduringtheproject.

• Core team:consistingoftheprojectleadersandthecommunicationadvisorinvolved(allfromtheMoneyWisePlatform).

12 National Money Week 2014 • High Level Project Plan

6. Timetable

May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr

I Preparationphase

II Recruitmentphase

III Implementationphase

IV Completionphase

Coreteam

Teamofexperts

Feedbackgroup

Partnermeetings

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