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. 3. Background ........................................................................................................................................... 4 Situational analysis................................................................................................................................ 4 3.1. 3.2. 3.3. 4. 5. 6. 7. 8. Key findings ................................................................................................................................... 4 Problem/Opportunity Statement .................................................................................................. 5 Critical Success Factors ................................................................................................................. 6

Objectives.............................................................................................................................................. 6 Target Publics ........................................................................................................................................ 7 Key message.......................................................................................................................................... 8 Strategy statement ............................................................................................................................... 8 Tactics ................................................................................................................................................... 8 8.1. Awareness phase ............................................................................................................................... 8 8.2. Attitudinal phase .............................................................................................................................. 10

9. 10. 11.

Critical Path Plan ................................................................................................................................. 11 Budget ............................................................................................................................................. 12 Evaluation ....................................................................................................................................... 12

APPENDIX .................................................................................................................................................... 14 1. 2. SWOT Analysis................................................................................................................................. 14 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 oneway 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 marketingpromotion, 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

Publics

Brief description

Communication needs What’s in the

Aged 18-24, active life style, Universities & Primary colleges students in Ha Noi & Ho Chi Minh City technological savvy, heavy Internet users, educationconcerned, and direct interest in the campaign.

campaign for them (modern learning environment with high-tech equipment and supportive mentor’s instructions, opportunities to learn and practice job skills)

Potential allies of the campaign, key Authorities in local universities in Ha Secondary Noi & Ho Chi Minh, and National Youth Union influencers on the primary public, high level of power on giving legal permission to operate the campaign.

- Benefits that the campaign bring to student’s learning and research. - The content of the training program must be ensured that are not political opposing.

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6. Key message

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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.

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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. Attitudinal phase

8.3. -

Events announce the winner of the competition at 10 universities. These will include artistic performances of the students.

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Press Conference will be held on the selected universities to announce the launch of the Clubhouse and training program.

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“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.

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“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.

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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).

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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.

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Rich visual and interactive online CSR campaign report is tailored to different needs of different audiences (see Appendix 4).

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

11. Evaluation  Note: # = Number of

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Objective

Yahoo Messenger Competiti Reality &Facebook on shows announcem ent

CEO letters

CSR website & blog Web traffic, time spent on site, # page view, comme nt

Winning Events

Press Conferen ce

Brochur es & Cards

Audiovisual materi als

Awareness

# attendan ces

# click through

Media # letters monitoring, # sent votes

# attendan ce

# attendan ce

# brochur es & cards delivere d

# times view, share, downlo ad

Winning Events Attitudinal Change

Press Conference

CSR website & blog

Online feed back

Annual CSR Report

Interview at the events, observati on

Content analysis of media coverage

Voting results, content analysis of public’s posts, comment, survey

Content analysis, adoptio n rates, Reputation survey satisfacti on survey

Campaign Evaluation -

Gather quantitative data at phase 1 & phase 2 Feedback analysis to examine complaints, suggestions, complements and inquiries of publics on the communication issues Focus groups targeted at campaign’s participants Reputation survey

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APPENDIX 1. SWOT Analysis Strengths Efficient capabilities and resources to operate the campaign, including hightech facilities and employees’ competency which are relevant to the content of the short courses Established share of voice and share of market in Vietnam’s electronic market help facilitating the credibility of its CSR campaign. Appropriate understanding of the education-related needs of Vietnam youth. Past experiences in doing CSR in Vietnam and existing relationships with local authorities and media help ABC 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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Weaknesses Dependence on local universities’ locations and permission to establish and operate the initiative. The initiative is time-consuming to prepare (organizing the competition, staff training, gaining legal permission). Distributing thousands of PCs at local location and to ensure it works effectively are cost and logistic challenges. Existing lack of transparency and engaging communication methods and channels with external stakeholders make public awareness about ABC’s CSR campaigns remain low.

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The campaign can reach very specific target audience, thus we can avoid waste of time and resources.

Opportunities Prevailing and urgent demands for the improvement of human resources (required working & practical skills) from both employers and students. Increasing foreign investment and presences of multinational 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.

Threats Lagged & multi-doors approval process of local authorities (universities, local department of educational corporation) to operate the initiative. Misleading use of the facilities (PCs, digital devices) by local authorities.

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Recent willingness and legislation of Vietnam government to corporate with international partners to establish educational institutions and educationrelated activities (Vallely&Wilkinson, 2008) can help gain permission to and support for the campaign from the authorities.

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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.

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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 ( + )  Efficient capabilities and resources to operate the campaign  Credibility of ABC’s CSR campaign.  Appropriate understanding of the education-related needs of Vietnam youth.  Past experiences in doing CSR in Vietnam and existing relationships with local authorities and media  In line with ABC’s corporate      

NEGATIVE FORCES ( - )

Dependence on local universities’ locations and permission. Time-consuming to prepare Cost and logistic challenges. Lack of transparency and engaging communication methods (problem statement)

Lagged & multi-doors approval process of local authorities Misleading use of the facilities

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POSITIVE 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.

NEGATIVE FORCES ( - )

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-softskills/ 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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