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Strategic CSR Plan

Strategic CSR Plan

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Published by Nguyen Tra My

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Published by: Nguyen Tra My on Dec 21, 2010
Copyright:Attribution Non-commercial

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12/23/2012

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ABC Strategic CSRCommunication Plan
Nguyen Tra My5/17/2010
 
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Content 
program ........................................................................................................................................................ 32. Background ........................................................................................................................................... 43. Situational analysis ................................................................................................................................ 43.1. Key findings ................................................................................................................................... 43.2. Problem/Opportunity Statement .................................................................................................. 53.3. Critical Success Factors ................................................................................................................. 64. Objectives.............................................................................................................................................. 65. Target Publics ........................................................................................................................................ 76. Key message .......................................................................................................................................... 87. Strategy statement ............................................................................................................................... 88. Tactics ................................................................................................................................................... 88.1. Awareness phase ............................................................................................................................... 88.2. Attitudinal phase .............................................................................................................................. 109. Critical Path Plan ................................................................................................................................. 1110. Budget ............................................................................................................................................. 1211. Evaluation ....................................................................................................................................... 12APPENDIX .................................................................................................................................................... 141. SWOT Analysis ................................................................................................................................. 142. Force-field Analysis ......................................................................................................................... 16References .................................................................................................................................................. 19
 
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Executive summary
ABC Vina is planning to establish ABC
Computer Clubhouse Network and carry out “We shapethe future” training program in 10 selected universities in Ha
Noi and Ho Chi Minh City fromAugust 2010 to December 2010. Situational research shows that the most prevailing concern of Vietnamese youth is about having adequate tools and skills for their future career. Moreover,there has been a systematic lack of high quality learning environment and job skills trainingintegrated in official curriculum in most Vietnam universities and colleges. In order to achieve ahigh level of awareness and build up brand positive image, this communication campaignmainly aims at Hanoi and Ho Chi Minh city students to persuade that with the help of ABCinnovative technologies and adequate skills, they can have a bright future. Different controlledand uncontrolled tactics will be employed to facilitate transparency and high level of engagement of information related to the campaign. The campaign is divided into two phases,the awareness phase and the attitudinal change phase, ended in December 2010. However, asCSR initiative deals with creating long-term reputation, some communication channels andevaluation methods will still be put in place after the campaign finish in order to achieve thecommunication objectives and appropriately measure the outcome of the campaign. Variousevaluation methods, including both quantitative and qualitative will be adopted during andafter the campaign.

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