Organizers: Sponsored by:

Coordinated by the Faculty of Business and Economics, the University of Hong Kong

Pass on YOUR gift by developing engaging programs for Hong Kong youth to help families in rural China help themselves

HEIFER JETCO YOUTH MARKETING COMPETITION

and a FREE study trip

for Champion team!

HK$30,000

About Heifer

Established in 1944 in the U.S., Heifer International is a non-profit organization dedicated to ending world hunger by providing animals and training to help impoverished families around the globe become self-reliant. Heifer International-Hong Kong was founded in 2000. As a partner of Heifer International, Heifer International-Hong Kong has been supporting Heifer's program in China.

About Joint Electronic Teller Services Limited JETCO

Established in 1982, JETCO has over 30 member banks in Hong Kong and Macau and provides a range of services to the member banks covering both regions. JETCO operates a trustworthy interbank network that offers quality 7x24 Automated Teller Machine (ATM) switching service to its member banks. Customers of JETCO member banks can carry out various banking transactions such as Cash Withdrawal, Fund Transfer and Charity Donation, etc through the ATM network.

Objective

Entrants must demonstrate the ability to analyse and evaluate a specific market situation which will help Heifer International-Hong Kong, as a non-profit making organization, to formulate a successful marketing plan. It helps to develop a sense of social responsibility among students, and to improve the confidence of participants in their own marketing skills and presentation capabilities.

Requirements of Marketing Plan

1) Target market segments •Age15-25 •Secondaryschoolanduniversitystudents •Freshgraduate •Youngworkingadult

2) Marketing objectives •RaiseawarenessofHeiferInternational-HongKong's

charity services in target market segments •Improve fund raising performance of Heifer

International-Hong Kong in target market segments

3) Promotional media •TraditionalmediasuchasTV,radio,printad,etc. •NewmediasuchasSocialMedia,Blogging,etc.

4) Campaign timeframe •Any6monthsperiod

5) Marketing budget •Max.HK$150,000

Format of Competition

There will be two rounds of the Competition.

1st Round:Each participating team is required to submit a written marketing proposal in English.

Grand Final:16 teams will be shortlisted of which eight will be asked to give a short oral presentation in English based on their marketing proposal.

Awards

Champion teamHK$30,000cashprizeandafreestudytripwith Heifer (certificate for each team member)

1st Runner-up teamHK$20,000cashprize(certificate for each team member)

2nd Runner-up teamHK$10,000cashprize(certificate for each team member)

Audience’s Choice teamHK$3,000cashprize(certificate for each team member)

Best projectHK$5,000cashprizeandcertificate

Best presenterHK$5,000cashprizeandcertificate

Merit teams (5 teams)HK$2,000

Other shortlisted teams (8 teams)Certificate and luncheon

Judging criteria

1. Written marketing proposal

• Reflectsan innovative, feasibleapproachtoproblemsolving

• Demonstratesaclearunderstandingoftheissues

• Addresses theeconomicandsocialdriversof theproblems, and suggests solutions

• Describes theneedsof thecurrentmarket,sizeofopportunities and risks, and strategies for managing those risks

• Addressesthespecificcontextoftheproblem

• Demonstratesthattheteamhas,orisabletoacquire,relevant skills and experience in order to accomplish its goals

• Credibleincommunicatingtheplananditsfeasibility

• Theplan takesapracticalapproach tomeasuringoutcomes in social values. To deliver high performance, a clear plan should be provided

• Themarketingplanshouldbesustainableover theperiod of time that is consistent with achieving the desired social impact

2. Oral presentation

• Problemrecognition

• Completenessofcontent

• Explicitdiscussionanddecisionfocus

• Responsivenessofproblemsolving

• Validityofconclusions

• Verbalandnon-verbalskills

• Timemanagementandteamwork• Professionalismofpresentation

Competition schedule

14 September 2011, WednesdayDeadline for registrations for free seminar

16 September 2011, FridaySeminar on “How to develop a successful marketing plan for a non-profit organization”

24 September 2011, SaturdayDeadline for registrations for Competition

8 October 2011, Saturday (before 12 noon)Deadline for the submission of written marketing proposals

25 October 2011, TuesdayAnnouncement of finalist teams

12 November 2011, SaturdayGrand Final and luncheon

Eligibility for entry to the Competition

All HKU Undergraduates(Admission to the Competition is on a team basis. Participants are required to form teams of 3 to 4 members)

Pass on the gift

Every family that receives a Heifer animal agrees to pass on one or more of their animal's offspring to another family in need. This replicates and sustains the project, while giving the project partners a distinct and important role in the fight against hunger and poverty.

Format of the written report

Each team should submit a written report in English of not more than 20 A4 pages which includes executive summary, index, appendix, graphs, etc. Table of contents is excluded.

Text: Main body should be in Arial, size 12 in black.

Text titles: Should be size 12

Spacing: Double line spacing

File format: All reports must be submitted as two hard copies together with soft copies (either pdf or Word format) saved in CD-Rom

Each report should include a separate cover sheet with the name of the Competition and names of team members, and the contact number, e-mail address and postal address of the team leader.

The report and the CD-Rom should be submitted by post or by hand to General Office, Faculty of Business and Economics, Room 733, Meng Wah Complex, the University of Hong Kong.

Failure to follow the above requirements may render the report unmarked, resulting in disqualification from the Competition.

Important note:1. When submitting the written report, students must ensure no information in the reports is copied from elsewhere. Also, they must ensure they are the only owners of their original work and have full copyright. 2. All entries must be received by the closing date specified above. 3. All students who submit reports and are selected for the Grand Final are required to attend the oral presentation day. 4. By registering for the Competition, all participants will be deemed to have accepted and be bound by the rules of the Competition. 5. All the finalists and winners must consent to the use of their name, photograph, presentation materials and video for publicity purposes. 6. The organizers reserve the right to decide on the terms and final results of the Competition, and to amend the Competition rules at any time.

Free seminarDate: 16 September 2011(Friday)Time: 6.00 pm to 8.00 pmVenue: Chow Yei Ching Building, Theatre C

(CBC), the University of Hong Kong

SpeakersMs. Annie Fung, Executive Director, Heifer International-Hong KongMr. John Tsang, Deputy General Manager, JETCOProf. Patrick Y.K. Chau, Associate Dean (Teaching and Learning), Faculty of Business and Economics, the University of Hong Kong

Oral presentation and free luncheonDate: 12 November 2011(Saturday)Time: 9.00 am – 12.00 noon

(presentations by the eight merit teams)Venue: Rayson Huang Theatre,

the University of Hong KongLuncheon:Time: 12.30 pm – 2.00 noonVenue: Joseph’s at the Graduate, Graduate House

(Level P3), No. 3 University Drive, the University of Hong Kong

JudgesMrs. Annie Liang Bentley, Director, Heifer International-Hong Kong. Chairman, Bentley Communications LimitedMr. James Hong, Director, Sony Computer Entertainment Hong Kong Limited. Heifer supporterMr. David Kwok, Director of JETCO, Managing Director & Chief Executive of Shanghai Commercial Bank LimitedMr. Vincent Hui, Director of JETCO, Head of Channel Management & Operations Dept. of The Bank of East Asia, LimitedProf. Bennett Yim, Professor in Marketing and Associate Director of the Chinese Management Centre, Faculty of Business and Economics, the University of Hong KongProf. Patrick Y.K. Chau, Associate Dean (Teaching and Learning), Faculty of Business and Economics, the University of Hong Kong

Enquiries

Email: heifer.jetco.marketing@gmail.com

Reviewers

Ms. Annie Fung, Executive Director, Heifer International-Hong KongMs. Bianca Lam, Director, Development & Communications, Heifer International-Hong KongMr. Jack Fung, Director of JETCO, Deputy General Manager of Wing Hang Bank LimitedMr. Teddy Wong, Director of JETCO, Head of Deposits, North-East Asia of Standard Chartered Bank (Hong Kong) LimitedDr. Qiu Cheng, Assistant Professor in Marketing, the University of Hong KongMr. Baniel Cheung, Part-time Lecturer, the University of Hong Kong

How to submit the reports

General Office, Faculty of Business and Economics, Room 733, Meng Wah Complex, the University of Hong Kong