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ABC Strategic CSR

Communication Plan

Nguyen Tra My
5/17/2010
Content
Executive summary ....................................................................................................................................... 2
1. CSR Initiative Overview – ABC Computer Clubhouse Network and “We shape the future” training
program ........................................................................................................................................................ 3
2. Background ........................................................................................................................................... 4
3. Situational analysis................................................................................................................................ 4
3.1. Key findings ................................................................................................................................... 4
3.2. Problem/Opportunity Statement .................................................................................................. 5
3.3. Critical Success Factors ................................................................................................................. 6
4. Objectives.............................................................................................................................................. 6
5. Target Publics ........................................................................................................................................ 7
6. Key message.......................................................................................................................................... 8
7. Strategy statement ............................................................................................................................... 8
8. Tactics ................................................................................................................................................... 8
8.1. Awareness phase ............................................................................................................................... 8
8.2. Attitudinal phase .............................................................................................................................. 10
9. Critical Path Plan ................................................................................................................................. 11
10. Budget ............................................................................................................................................. 12
11. Evaluation ....................................................................................................................................... 12
APPENDIX .................................................................................................................................................... 14
1. SWOT Analysis................................................................................................................................. 14
2. Force-field Analysis ......................................................................................................................... 16
References .................................................................................................................................................. 19

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Executive summary

ABC Vina is planning to establish ABC Computer Clubhouse Network and carry out “We shape
the future” training program in 10 selected universities in Ha Noi and Ho Chi Minh City from
August 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 training
integrated in official curriculum in most Vietnam universities and colleges. In order to achieve a
high level of awareness and build up brand positive image, this communication campaign
mainly aims at Hanoi and Ho Chi Minh city students to persuade that with the help of ABC
innovative technologies and adequate skills, they can have a bright future. Different controlled
and 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, as
CSR initiative deals with creating long-term reputation, some communication channels and
evaluation methods will still be put in place after the campaign finish in order to achieve the
communication objectives and appropriately measure the outcome of the campaign. Various
evaluation methods, including both quantitative and qualitative will be adopted during and
after the campaign.

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1. CSR Initiative Overview – ABC Computer Clubhouse Network and “We shape the
future” training program
ABC Vina is planning to set up ABC Computer Clubhouse Network in selected
universities in Ha Noi and Ho Chi Minh City in October 2010. The Computer Clubhouse is
a computer-based lab equipped with audio-visual materials, visual interactive devices,
Internet access and staffed by ABC employee volunteers for students’ use after school
hours. This is a comfortable learning environment and creative space where student
working with adult mentors and staff, using technology as a tool for creative expression
and building skills and self-confidence.
Together with the establishment of the Network, ABC Vina will organize short training
program for the Clubhouse’s members, called “We shape the future”. Curriculums of
the program cover skills and knowledge necessary for workplace, including digital
literacy, Internet research skills, critical thinking, problem solving, collaboration,
presentation skill, communication skills, multimedia, graphic design skills, and global
citizen topics. The program is staffed by ABC technologist and employees of particular
areas, providing instruction in a series of 1.5 hour units. In each unit, learners can not
only learn and apply these skills in real-world employment settings; they also formulate
and develop a computer-based project inspired by their own interest, and present it to
peer leaners, families, and community at the end of the course.
In order to develop the curriculum and effectively operate the campaign, ABC is
recommended to corporate with educational NGOs and government bodies such as
Vietnam's Ministry of Education-Training, the National Youth Union, and United Nations
Educational, Scientific and Cultural Organization (UNESCO) Vietnam.
Thus ABC Computer Clubhouse Network and “We shape the future” program help
prepare the youth for higher education and job, while giving them access to high-tech
equipment, instructions from industry people, and enable their self-confidence to
discover and express their creativity and own interest.

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2. Background
ABC Vina is planning to implement 2011 CSR campaign “ABC Clubhouse Network” and
“We shape the future” training program in selected universities in Hanoi and Ho Chi
Minh city. In the past, the organization has done different CSR campaigns, yet focused
mainly on the event themselves but not on communication side that leads to a low level
of awareness and publicity, and limited long-term reputation. Therefore, a PR plan is
required to communicate the CSR campaign in order to increase the awareness of
external publics as well as building up positive image of ABC in Vietnam.

3. Situational analysis
3.1. Key findings

Since Vietnam joined WTO in 2007, increasing foreign investments and presences of
multinational organizations in Vietnam have urgently demanded for world-qualified
human resource from Vietnam labor market. Despite this fact, Vietnamese universities
are not producing the educated workforce that Vietnam’s economy and society demand
(Vallely&Wilkinson, 2008). There has been a systematic lack of practical skills and
knowledge trainings necessary for workplace in the curriculums of higher education
institutions. Students are weak at presentation skills, verbal skills, interpersonal skills,
teamwork, the ability to apply knowledge to practical situations, and professionalism
(Luong, 2010).

Moreover, most Vietnam universities do not have adequate computer-based labs and
other digital devices necessary for educational purposes. At the same time, young
people from low-income families often lack access to the resources and opportunities
they need to prepare for today's workplace. Potential talent is going to waste. In
addition, after-school discretionary hours, which account for more than 40% of young
people's waking hours, are being wasted (Vallely&Wilkinson, 2008).

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Recent studies show that most adolescents would prefer to spend more time interacting
with adults, and that personal interaction with adult professionals is one of the most
important factors in determining what job or career path a young person will pursue.

In response to this need, ABC Computer Clubhouse Network provides a creative and
interactive after-school learning environment where students can work with mentors to
explore their own ideas, develop skills, and build self-confidence through the use of
technology. Thus, information about the campaign is possibly appeal to the target
audiences since it speak directly to their concern about education activities benefit to
future career.

However, existing communication channels about ABC’s CSR which mainly rely on one-
way stakeholder information model, more telling than listening, possibly lead to a low
level of awareness and public trust about its CSR initiatives. Meanwhile, engaging,
interactive and creative communication methods and channels haven’t been put in
place for both internal and external skateholders to actively communicate about CSR
activities. Though there has been ABC’s official Facebook Fanpage and forum discussion,
content analysis reveals that main proportion of these sites remain on marketing-
promotion, and technological information while only one photo album on Facebook,
named “Ngan banh cho tuoi tho” (ABC Vietnam, 2010), report its CSR activity in Bo De
village, Hoa Binh province. Information about its CSR is available only in homepage in
news release and company information section.

3.2. Problem/Opportunity Statement


 Problem: ABC Vietnam faces the problem of lacking appropriate channels for CSR
communication, leading to low level of public’s awareness and reducing its CSR
effectiveness on long-term reputation.
 Opportunity: ABC Vietnam can take advantage of existing opportunities to
develop this PR plan, including:
 Prevailing concern and demand of young people for useful and practical
educational activities that the initiative aims to give.

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 Substantial Internet use of the target audiences allow communicating about the
campaign widely and effectively.
3.3. Critical Success Factors
In order to gain local authorities’ support and approval for the campaign, ABC must
communicate the support of advanced technologies to improve learning of young
people who are the future leaders and problem solvers for the community.
In order to facilitate positive long term brand association among young people, ABC
must associate its innovative technological applications and the campaign’s mentor
training with the currently educational needs of the target audience.

4. Objectives
- To increase awareness about the campaign among 70% of target publics by the end
of October 2010.
- To build up positive brand association among 50% of the target publics at the end of
December 2011 and after the campaign.

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5. Target Publics

Communication
Publics Brief description
needs
What’s in the
campaign for them
Aged 18-24, active
(modern learning
life style,
environment with
technological
Universities & high-tech
savvy, heavy
colleges students in equipment and
Primary Internet users,
Ha Noi & Ho Chi supportive
education-
Minh City mentor’s
concerned, and
instructions,
direct interest in
opportunities to
the campaign.
learn and practice
job skills)
- Benefits that the
Potential allies of
campaign bring to
the campaign, key
student’s learning
Authorities in local influencers on the
and research.
universities in Ha primary public,
- The content of
Secondary Noi & Ho Chi Minh, high level of power
the training
and National Youth on giving legal
program must be
Union permission to
ensured that are
operate the
not political
campaign.
opposing.

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6. Key message

- For students: ABC Vietnam strongly believes that every Vietnam students deserve
the tools needed for their bright future. That is why we aim at inspiring the youth’s
creativity and innovations by bringing you the best opportunities to gain necessary
skills for your career path in a world-class learning environment.
- For local universities and Youth Union: ABC Vietnam strongly believes that young
people are the key to solving our social challenges, and practical skills such as critical
thinking, problem-solving, collaboration, technical and digital literacy with the help
of advance technologies are crucial for their success. That is why we get directly
involved in providing resources, skills, and mentoring to Vietnam youth to enable
tomorrow’s innovators.

7. Strategy statement

Adopting controlled and uncontrolled two-way communication methods focusing on


audio-visual, interactive devices on web communication and competition will allow
transparency and high engagement of students and local universities authorities with
the messages regarding educational activities with effective use of innovative
technologies during the two phases of the campaign.

8. Tactics
The campaign will be divided into two phases: the first phase aims at creating
awareness, the second phase directs to enhancing positive brand association with the
campaign.
8.1. Awareness phase
- Competition “ABC accompany your campus life”: It will be launched in
universities in Ha Noi and Ho Chi Minh City, asking students to create video clip
about their campus’s life, interviewing their friends on how they want to study,

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what they expect the university to have, and particularly focus on the use of
technology in their classroom. The clips will be uploaded on ABC ‘s CSR website,
Facebook fan page, and each week, it is open for public comments and vote for
the most creative and persuasive. Students who have 10 highest voted clips will
get a free ABC laptop and their campus will receive a free ABC Computer
Clubhouse with free “We shape the future” program for the students.
- Online announcement of the competition: Information banner will be put on
Yahoo Messenger and Facebook, using behavioral marketing to direct to the
information section of the competition on ABC’s CSR website. The reason to
choose these two channels is because they are the most common online
communication channels among Vietnam youths and can reach mass number of
very specific target audience.
- Reality show on TV: Three selected clips will be broadcasted weekly on VTV6
and Yan TV (most popular TV channel among Vietnam youths) as reality show,
asking for vote for the clips through sms text message, or online voting. The
show also announces the winner each week.
- CEO letter will be sent as direct mail to the winning universities’ authors and
representatives of National Youth Union, convey ABC CSR values, and express
ABC’s CSR commitment to contribute to a better tomorrow of Vietnam society
through providing benefit use of ABC technology in learning. The purpose of this
tactic is to create credibility effect and transparency of ABC CSR information.
- ABC Dialogue: Students and educators are invited to comment on and make
suggestion on the initiative Clubhouse and the training program, critically
address the question “How would you like to study”. The conversation is
integrated as part of ABC’s CSR blog. The aim of this tactic is to frequently
engage the target audiences in a two-way communication channel in order to
develop and promote positive support as well as for ABC to understand their
concerns, concurrently develop its CSR initiatives, and adapt necessary

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communication changes. Staff must be allocated to establish ongoing and
systematic, interactive conversation with these publics.
- ABC CSR website: A separate ABC CSR website will be set up with rich media
content and RSS, Facebook, Youtube, Twitter followers. Redesigning the
presentation of case studies on past CSR initiatives should include page option as
“Watch” (video format), “Listen” (podcast), “See” (Slide shows), and “Discuss”
(Comment).
 ABC CSR video library provide interviews and conversation clips in which the
CEO and CSR executives report past CSR activities, discuss CSR philosophy and
future plans, and particularly include the uploaded video clips of the
competition. Transcript of the videos should be available in PDF format.
 Podcasts of similar content with videos should be in downloadable format.
 Slide shows illustrate the company’s CSR history timeline, stories in a highly
visual interactive format with brief captions.
 Discuss section is open for public comment on every story. Voting options are
opened for the competition’s stories.
- ABC CSR blog is an integral part of its CSR website; team bloggers must be active
to provide insight into daily work of CSR practitioners. Stakeholders share their
views and participate in public discussion on issues relevant to the company.
- Briefing employees about monitoring the Clubhouses and the program.
8.3. Attitudinal phase
- Events announce the winner of the competition at 10 universities. These will
include artistic performances of the students.
- Press Conference will be held on the selected universities to announce the
launch of the Clubhouse and training program.
- “We shape the future” training program’s brochures and “ABC Clubhouse
Membership” cards will be delivered for the students at the event and around
the operation time of the Clubhouses.

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- “Meet our people” is a series of documentary film on ABC employees and
technologist contributing for the campaign, available on CSR website.
- “Community of learners” is open conversations from target public’s view,
launched as part of ABC CSR blog. Members can share their study tips and
personal stories related to study and career, and vote for the best ideas.
- Performance updates on CSR website and Facebook fan page, include video clips
on presentation of the students in the program, “behind-the scene” stories,
interviews with students on how the campaign help them improve skills and
explore career path (see Appendix 3).
- ABC Dialogue and online feedback form are monthly maintained to invite
universities authors to share their views on the operation of the campaign, and
monitor the quality of the Clubhouse as well as the training program.
Remarkable opinions are gathered to publish in CSR annual report.
- Rich visual and interactive online CSR campaign report is tailored to different
needs of different audiences (see Appendix 4).
- Hard copy of the campaign report will be sent to highly involved publics,
including ones provide opinions in ABC Dialogue, and universities’ authorities.

9. Critical Path Plan


(See next page)

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10. Budget
Item Vehicle Estimated cost
Online announcement of Yahoo & Facebook 10,000,000 VND
the competition
CEO letter writing & Direct mail 10,000,000 VND
distribution
Reality show broadcasting VTV6 & Yan TV 500,000,000 VND
Design, print & deliver TBC 50,000,000 VND
brochures & membership
cards
Design CSR website & blog TBC 20,000,000 VND
Winning events TBC 50,000,000 VND
Media kit writing & printing TBC 30,000,000 VND
Press conference 10 selected universities 200,000,000 VND
(catering&venue hiring)
Creating & delivering TBC 10,000,000 VND
campaign’s report
Total 880,000,000 VND

11. Evaluation
 Note: # = Number of

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Yahoo
Audio-
Messenger CSR Press Brochur
Competiti Reality CEO Winning visual
Objective &Facebook website Conferen es &
on shows letters Events materi
announcem & blog ce Cards
als
ent
Web
traffic,
#
time # times
brochur
# Media spent # # view,
# click # letters es &
Awareness attendan monitoring, # on site, attendan attendan share,
through sent cards
ces votes # page ce ce downlo
delivere
view, ad
d
comme
nt

Online
Winning Press CSR website
feed Annual CSR Report
Events Conference & blog
Attitudinal back
Change

Voting
Content
Interview results,
analysis,
at the Content content
adoptio
events, analysis of analysis of
n rates, Reputation survey
observati media public’s
satisfacti
on coverage posts,
on
comment,
survey
survey

- Gather quantitative data at phase 1 & phase 2


- Feedback analysis to examine complaints, suggestions, complements and inquiries of publics on
Campaign the communication issues
Evaluation - Focus groups targeted at campaign’s participants
- Reputation survey

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APPENDIX
1. SWOT Analysis

Strengths Weaknesses
- Efficient capabilities and resources to - Dependence on local universities’
operate the campaign, including high- locations and permission to establish
tech facilities and employees’ and operate the initiative.
competency which are relevant to the - The initiative is time-consuming to
content of the short courses prepare (organizing the competition,
- Established share of voice and share of staff training, gaining legal permission).
market in Vietnam’s electronic market - Distributing thousands of PCs at local
help facilitating the credibility of its location and to ensure it works
CSR campaign. effectively are cost and logistic
- Appropriate understanding of the challenges.
education-related needs of Vietnam - Existing lack of transparency and
youth. engaging communication methods and
- Past experiences in doing CSR in channels with external stakeholders
Vietnam and existing relationships with make public awareness about ABC’s
local authorities and media help ABC CSR campaigns remain low.
more easily operate the campaign and
communicate its more effectively.
- The aim of the campaign is in line with
ABC’s corporate visions and CSR values
that target at the youth and aim at
“strengthening the minds and fostering
the creativity, through support of
science education and creative
thinking, encouraging leadership,
discovering and supporting
outstanding students” (ABC, 2010).

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- The campaign can reach very specific
target audience, thus we can avoid
waste of time and resources.
Opportunities Threats
- Prevailing and urgent demands for the - Lagged & multi-doors approval process
improvement of human resources of local authorities (universities, local
(required working & practical skills) department of educational
from both employers and students. corporation) to operate the initiative.
Increasing foreign investment and - Misleading use of the facilities (PCs,
presences of multinational digital devices) by local authorities.
organizations in Vietnam since its join
WTO in 2007 mean that Vietnam work
market urgently need world-qualified
human resource. The campaign meets
this trend.

- Recent willingness and legislation of


Vietnam government to corporate with
international partners to establish
educational institutions and education-
related activities (Vallely&Wilkinson,
2008) can help gain permission to and
support for the campaign from the
authorities.
- Vietnam universities and colleges lack
of computer-based and digital labs for
educational purposes. This makes the
initiative more easily accepted by local
universities’ authorities.

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- Systematic lack of workplace-oriented
& practical skills trainings in Vietnam’s
higher education curriculum possible
create eagerness of the students to
join ABC courses.
- Rapid growing use of Internet in
Vietnam among the youth helps spread
information about the campaign more
widely and speedily.

2. Force-field Analysis

SAMSUM CSR CAMPAIGN

POSITIVE FORCES ( + ) NEGATIVE FORCES ( - )


 Efficient capabilities and
resources to operate the  Dependence on local universities’
campaign locations and permission.
 Credibility of ABC’s CSR  Time-consuming to prepare
campaign.  Cost and logistic challenges.
 Appropriate understanding of the  Lack of transparency and engaging
education-related needs of communication methods (problem
Vietnam youth. statement)
 Past experiences in doing CSR in
Vietnam and existing  Lagged & multi-doors approval process
relationships with local of local authorities
authorities and media  Misleading use of the facilities
 In line with ABC’s corporate

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POSITIVE FORCES ( + ) NEGATIVE FORCES ( - )
visions and CSR values
 Prevailing and urgent demands
for the improvement of human
resources
 Government’s willingness to
corporate.
 Lack of computer-based and
digital labs for educational
purposes in Vietnam universities
& colleges.
 Lack of workplace-oriented &
practical skills trainings in
Vietnam’s higher education
curriculum
 Rapid growing use of Internet in
Vietnam among the youth.

3. Performance updates on CSR activities: Research show that most companies issue
CSR/sustainability reports on an annual basis, which enables them to integrate
CSR/sustainability reporting with the annual financial reporting process and/or
report. However, many stakeholders are interested in receiving information on
companies’ CSR/sustainability programs and performance on a more frequent basis.
Frequent updates on CSR/sustainability progress allow for more transparent
communication with external stakeholders and help drive internal performance.
Proactive updates beyond standardized reporting on performance indicators – such
as news, case studies or company views on “hot topics” – further demonstrate the

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company’s commitment to transparent CSR/sustainability reporting and create
opportunities for dialogue.
4. CSR campaign report: When entering the site, user is asked to choose the visitor can
choose between two alternative routes. The consumer-oriented, highly visual and
interactive route entitled “I want to explore” illustrates some of the key concerns of
ABC’s stakeholders through extracts from ABC Dialogue and feedback. “I know my
stuff” route is aimed at professional audiences such as NGOs executives,
government offices, allowing the reader to select the fact sheets that are the most
relevant to them, view the information online or create a customised printable
report.

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References
- Luong, 2010, “Students in Ho Chi Minh City Are Weak in Soft Skills”, Vietnam
Talking Points, February 16, 2010, viewed May 11,
2010,http://talk.onevietnam.org/students-in-ho-chi-minh-city-are-weak-in-soft-
skills/
- Vallely & Wilkinson, 2008, “Vietnamese Higher Education: Crisis and Response”,
Harvard Kennedy School, ASH Institute for Democratic Governance and
Innovation, viewed May 10,
2010,http://www.hks.harvard.edu/innovations/asia/Documents/HigherEducatio
nOverview112008.pdf
- Harrison, 2008, Strategic Public Relations, a practical guide to success, 5 edn,
Century Consulting Group, Australia.
- Tench & Yeomans, 2006, Exploring Public Relations, Pearson Education Limited,
UK.
- ABC, 2010, Our Citizenship Focus, About ABC, viewed May 9,
2010,http://www.ABC.com/uk/aboutABC/citizenship/ourcitizenshipfocus.html
- ABC,2010, Value and Philosophy, About ABC, viewed May 9,
2010,http://www.ABC.com/vn/aboutABC/corporateprofile/valuesphilosophy.ht
ml

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