We All are Europe - AESAEC

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5.3.2. Some other helpful perspectives when writing a proposal
Whether we are writing a job application, going to an interview or applying for a project - these are
all forms of advertising. Either we are advertising ourselves, a product, an idea or a project. Therefore
it makes sense to learn from the professionals. Of course, it takes more than just considering a
few key ideas to become a good advertising expert. However, the following three thoughts may help
you when planning and writing an application.
Determination of target group
One must know the selected target group for a certain product or idea also when advertising oneself.
Important factors determining the behaviour of a target group are gender, age, income level,
social level, background, local environment, needs, profession, lifestyle, education, hobbies etc.
When applying for a project, your target group is the EC and its evaluators, because it is mainly
they who recommend that a project receives funding. These evaluators are usually not employed by
the EC, but are subcontracted experts from all over Europe and anyone can apply for such a job
(see http://eacea.ec.europa.eu/about/call_experts/call_experts_2007_en.php). This means that
you never know who will evaluate your proposal; you neither know his / her nationality and cultural
background, nor his / her gender or age and you also do not know if this person is an expert in the
specific area of your project’s topic. So, there are two questions, one can deduce from these circumstances:
A) If it is not possible to foresee any of the factors mentioned above – are there any other indicators
which are very likely to be given Which ones do you think and why
B) How do you think these circumstances can influence the way you structure and write your
proposal
Uniqueness and distinctiveness of a project idea
Connect a product, an idea or yourself with a characteristic, which makes it / you unique. This
characteristic could represent something special or something typical in a person, a region or a subject.
In the advertising world this is called the USP – Unique Selling Proposition. Of course, to claim
a USP for oneself is not easy at all, but it is often attempted. Just think of the many hair shampoos
which are all basically just for washing hair, but with much effort and imagination each of them
tries hard to be unique and distinguishable from others through its own characteristics: Is it aimed
at dandruff, greasy hair or fine hair It can be differentiated from others in the way it makes hair
appear, the way it lathers up and its smell.
So if it is possible for hair shampoos to be unique and distinguishable then it should be possible for
your project to be so too. Therefore, be innovative or creative (or both!) when a) planning and b)
describing your project. Do always consider that there are many other projects also wanting to be
funded. Make sure what your USP is in comparison to all the others – What makes your project special
Why will the EU or society be better off if your project is funded What is the added value of
your project
Can you think of concrete examples for such a USP when planning / writing a project
Authenticity of partnership
When trying to be unique and distinguishable never forget to remain authentic. It could be that you
have a great innovative project idea with an excellent USP e.g. how to overcome the over-fishing of
the European seas by introducing ecologically sensitive open-sea fishing methods - but if you are an
Austrian promoter and your partnerships consist of organisations from the Czech Republic, Hungary,
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