Stategic Plan_Saigon Children Charity

8/7/2019 Stategic Plan_Saigon Children Charity

1/17

Strategic PlanSaigon Childrens Charity

Student : Dang My Ngoc s3246663

Lecture : Ms. Doan Mai Anh

Date of Submission : 14 January 2011


2/17

EXECUTIVE SUMMARY

Lack of education among young children is one of controversial issues in Vietnamese society

today. As a result, Saigon Children s Charity (SCC) was founded in 1992 for a special vision of

supporting disadvantaged children to get an education for a brighter future.

Thang Long School is a project set up and funded by SCC. The school has opened various

vocational programs which are particularly given for poor children who cannot do to school due

to their poor living conditions. Although Thang Long School provides high quality trainings in

free tuition fee, the enrolment rate is low. This possibly dues to three main reasons: (1) the

school does not communicate well with target public about its benefits; (2) negative perception

of parents that attending schools would reduce the amount of money earned by their children;and (3) local authorities and other stakeholders do not have a goodwill to actively promote

information about the school and course among target audience.

Consequently, PR strategies are employed that aim to fulfill the potential value of Thang Long

School among target publics perception, leading to generate awareness of the importance of

education as well as increase the enrolment rate. Based on deep understand of current

situation and target publics, PR practitioners intend to design several messages, which is

consistent with the core message, to get attention of target publics. Furthermore, controlled

and uncontrolled tactics will be implemented to ensure the dissemination of information

regarding Thang Long School and its course among target publics from April to July 2011. The

tactics consist of specialized events for parents, local authorities and students as the main

target publics in the campaign. Besides, the use of successful alumni as positive role models will

inspire the belief about the high quality of Thang Long School and its programs ( Harrison 2008) .

To make sure the effectiveness and consistency of individual tactics included in the campaign,

the critical path plan is provided and explained. Finally, several evaluation methods will be

presented to regularly measure the results and adjust the message and its placement as

needed.


3/17

Table of Contents

EXECUTIVE SUMMARY ........................................ ................................................ ................................2

BACKGROUND .................................................................. ................................................ ..................4

SITUATION ANALYSIS ................................. ................................................ .........................................4

Key findings ............................................... ............................................... ......................................4

Critical success factors ................................... ............................................... ..................................5

Problem/ Opportunity Statement ............................................ ............................................... .........5

OBJECTIVES ................................. ............................................... ................................................ ........5

TARGET PUBLICS.................................................... ............................................ .................................6

KEY MESSAGES ............................................................... ........................................ ............................7

STRATEGY STATEMENT ................................................. ............................................... .......................8

TACTICS .............................................................................................................................................81. Printed materials Flyers ................................................................ .........................................8

2. Vocational Day talk shows in Continuing Education Centers ....................................................8

3. Gratitude event for local authorities ................................................ .........................................9

4. Speaking engagements Education for brighter futures ............................................................9

5. Sharing knowledge, sharing love event for disadvantaged children ........................................10

6. Endorsements ......................................... ................................................ ..............................11

7. Media release................................................................ ............................................... .........12

CRITICAL PATH PLAN........................................................................ .................................................12

BUDGET ................................................ ............................................... ......................................... ...13

EVALUATION ........... ................................................ ...................................... ...................................14

APPENDIX ............................................ ................................................ ....................................... .....15

REFERENCE LIST........................................... ................................................. ....................................17


4/17

BACKGROUND

Vocational training can be seen as one possible way for disadvantage children who cannot

afford to finish their studying at high school or university to find a stable job. Thang Long School

was established for that reason ( Saigon Childrens Charity 2010 ). However, the number of

target audience acknowledging the opportunity of getting a high quality vocational t raining but

free in Thang Long School has been low. The problem arises from lack of communication about

the importance of education and the long term benefits of attending vocational trainings in

Thang Long School. As a result, effective communication strategies will be acted as a liaison

between the Thang Long School and the public, leading to raise the amount of publicity as well

as increase the enrolment rate.

SITUATION ANALYSIS

Key findings

Because of the increase of tuition fee in mainstream school currently, disadvantaged children

are less likely to have opportunities to get a full education, in order to get stable and well -paid

jobs. Thus, Thang Long School as a project of SCC offers high quality vocational trainings for

disadvantaged children with free tuition fee. There is wide range of subjects such as

hairdressing, IT, and Visual Communication. The school currently has about 300 students

(Saigon Childrens Charity 2010 ). The target students of this school are children who cannot

afford to study in mainstream school.

However, the enrolment rate is still low. This possibly dues to the fact that SCC and Thang Long

School do not communicate well with target publics about the importance of education in the

current economy and the benefits of attending vocational programs in Thang Long School. As a

result, target audience does not highly beware of the vocational trainings in the school.

Moreover, parents of potential students still keep a negative perception that attending school

could prevent their children earning money. Furthermore, local authorities and other


5/17

stakeholders do not acknowledge the importance of education in childrens futures, so they are

not willing to promote information about the school and its course among target students.

(See more about the SWOT and PEST analysis in appendix)

Critical success factors

In order to increase awareness toward the Thang Long School and its courses

among target publics, we must communicate well about information about the school

and its courses.

In order to reassure the target publics that the Thang Long School would

contribute to the success of ones future career and life, we must better communicate

the benefits students would achieve when attending the school, including knowledge

and skills gained from various vocational course, and personalities fulfillment through a

good environment of learning and playing.

In order to gain support from the target publics, we must better communicate

the importance of education in one future success .

Problem/ Opportunity Statement

Problem: Target publics do not beware of educational benefits by attending Thang Long School

that highly contribute to their futures success due to lack of communication and information

from SCC and Thang Long School

Opportunity : Vocational training provided by Thang Long School enables disadvantaged

children to fulfill their knowledge and potential that is in demand for good quality employment.

OBJECTIVES

To increase awareness among 40% target publics about vocational program in Thang Long

school by the beginning of July 2011


6/17

To increase the positive attitude Thang Long vocational school as the place to provide quality

education and vocational trainings for disadvantaged children with free tuition fee among 25%

target publics in July 2011

To achieve a enrolment of 120 target students at Thang Long vocational school by the end of

July 2011

TARGET PUBLICSTarget publics Why we need to communicate with them

PRIMARY TARGET PUBLICS 1. Disadvantaged children

who are 10-25 years old who live

mainly in District 4. They either

do not study in mainstream

schools or potentially drop out

their current schools

They do not know that Thang Long school currently

offer various vocation trainings without paying any

tuition fees. Moreover, they do not highly

acknowledge the essential role of education for their

better lives

2. The family of these

children , parents particularly.

They are also living in poor

conditions who potentially

cannot afford money for their

childrens higher studying.

Because of financing their childrens education,

parents have the most important decisions on those

childrens education. However, the parents has held

a negative perception that attending schools would

decrease the income earned by these children for a

uncertain future

3. Local authorities (mainly

in district 4 and other districts

such as District 8, and District 7),

They do not highly acknowledge the importance of

education in community development, possibly

reducing poverty and crime in the community. Thus,


7/17

including Units (to dan pho) and

Unit Women Union. They are

the ones who understand clearly

about the circumstance in which

people live in these areas.

they are not willing to help SCC and Thang Long

school to promote quality and free training programs

for disadvantaged children.

SECONDARY TARGET PUBLICS

4. Potential sponsors and

philanthropists . They are likely

to raise fund or support SCC

organization and its projects

Effective campaign can lead to the high amount of

publicity of SCC and Thang Long School, so more

individuals or organization possibly want to help the

disadvantaged children by donating money or gifts

for SCC

5. Future employers who

potentially hire Thang Long

students based on their skills,

knowledge and experiences.

Through voluntary works of Thang Long school in this

campaign, future employers can evaluate the skills of

these students and potentially hire them for suitable

positions.

KEY MESSAGES

The core message : Attending vocational trainings in Thang Long school brings a brighter future

for Vietnamese disadvantaged students

For target publics 1: Attending vocational training at Thang Long School without paying

anything enables them to reach fulfill their knowledge and skills, in order to get well-paid and

stable career. Moreover, a happy environment for students play and learn would allow them

improve their personalities.


8/17

For target audience 2: Education is fundamental for future success, so encouraging children to

attend Thang Long schools would bring a bright future for their children.

For target audience 3: Education can be seen as the only way to bring a better life for these

children as well as contribute to the development of the community. As a result, they should

promote information regarding to Thang Long School and its course among target publics as

well as encourage the target children attending the school.

STRATEGY STATEMENT

Using the combination of uncontrolled and controlled communication tactics targeting

students, their parents, and local authorities that emphasizes the important role of education in

ones success as well as disseminate information regarding to long-term benefits of attending

vocational trainings in Thang Long School.

TACTICS

1. Printed m aterials Flyers

These flyers will provide clearly (1) general information about Thang Long School and its

vocational programs, (2) deadlines and information about enrolment, and (3) the key message

and (4) the key visual regarding interesting learning and playing activities in Thang Long School.

The information will inform and create interest among target audience about Thang Long

School and its courses. These flyers will be distributed in various events in the campaign.

2. Vocational Day talk shows in Continuing Education Centers

Rationale: Many students in Continuing Education Center do not recognize the importance of

education and have low learning outcomes (Ngoc Quang 2010). As a result, they have higher

potential to drop out the school than others (Yen Anh 2010). Therefore, useful and interesting


9/17

information about various vocational programs in Thang Long School as well as potential jobs in

the future will interest the target audience.

SCC and Thang Long School will work in partnership with three Continuing Education Centers in

District 4, 7 and 8 to organize Vocational Day talk shows .

SCC and Thang Long Schools staff will present about the importance of education as well as

inform about the various vocational programs in Thang Long School. Besides, the spoken

person should emphasize the potential careers for students after graduating from the Thang

Long School. Successful alumni of Thang Long School will talk about his/ her study and career

path. The presentation should be short, clear and interesting, to attract the attention of

audience.

3. Gratitude event for local authorities

Rationale: The ceremony will emphasize the contribution of local authorities for encouraging

disadvantaged children get fuller education by attending Thang Long School. This strategy will

aim to encourage the help from local authorities by appreciating their current helps.

Representatives of local authorities, mainly in District 4 and some are from District 8, Binh

Chanh, District 7, will be invited to gratitude event held by SCC and Thang Long School.

The top manager of SCC and principal of Thang long School, on behalf of the organization, show

their gratitude to local authorities about how important are they for bring a bright future to

disadvantaged children by promoting Thang Long school and its programs among target

audience. Moreover, Thank you certific ates will be sent to local individuals or groups who

have special goodwill to help SCC and Thang Long School in recent year.

4. Speaking engagements Education for brighter futures

Rationale: These events will target parents that highlight the importance of education in their

children future.


10/17

SCC will hold approximately 10 speaking engagements, seven meetings hold in District 4 and

three other meetings in other districts (district 8, 7 and Binh Chanh). SCC will select most

appropriate venues to be convenient for target publics in each area. The venues can be meeting

rooms of local authorities offices.

The local authorities have detailed demographic data about people in the communities. As a

result, SCC needs their help to invite and encourage parents living in poor conditions in these

areas to attend these speaking panels. Participants will receive small gifts (e.g: notebook or pen

with the logo of Thang Long School).

Key staff from SCC and Thang Long School will give a short presentation about the school and

its training programs, followed by questions and answers session. The presentation shouldtransfer the key message to the target publics. Moreover, flyers will be given for parents to take

home.

5. Sharing knowledge, sharing love event for disadvantaged children

Rationale: The event will target disadvantaged children (mainly in District 4 and some are from

District 8, Binh Chanh, District 7). Through activities in the event, audience can partly

understand about vocational programs in Thang Long School. Moreover, students can fulfill

their own skills and personalities through this playing and learning environment. Moreover, this

event will potentially attract future employers.

The event is about Thang Long students using their knowledge and their skills to voluntarily

help disadvantaged children. Specifically, there will be some main compelling and interesting

activities:

Hairdressing

Drawing pictures of participants

Taking portray photos (children who participates in this activities can register

their name and address, so SCC staff will send mails, including their photo and Thang

Long schools flyer, to these children s home)


11/17

Singing and dancing performances

Three guest speakers who are alumni of Thang Long School. They are currently

working in big companies. They will share different stories about their educational and

career path.

SCC staff and Thang Long teachers will encourage the students actively contributing to this

event. This event will bring to the current students a learning and playing environment.

Word-of-mouth communication will be employed to get more participants. Due to interesting

activities in the event, Thang Long students will potentially be the main source to spread the

news widely. Specifically, they can tell their friends who are living in the same areas or are

studying in the same mainstream school. In fact, their friends are likely to live in the same

conditions poor and lack of education. Furthermore, local authorities can help to promote the

event among target children.

6. Endorsements

Rationale: Successful alumni of Thang Long School are best role models who can influence

attitude and behavior target audience.

Alumni who are currently working for HSBC Vietnam, Premier Oil or Unilever will be invited to

voluntarily take part in the campaign. They will take a charge of guest speaker in events

included in the campaign. Depend on the timetable of these alumni, SCC and Thang Long staff

should arrange one guest speaker in each event.

Three Vocational Day talk shows

One Sharing knowledge, sharing love event

Ten speaking engagements Education for brighter futures


12/17

7. Media release

Rationale: The media releases can attract the attention of spons ors or philanthropists who

want to support SCC and its projects. Moreover, potential employers will possibly perceive

Thang Long students as suitable candidate for their job position.

Several media release regarding to events in the campaign will be sent to mainstream media

(e.g: Tuoi Tre and Thanh Nien, Giao duc & Thoi Dai newspaper) and will be post the SCC

newsletter and SCC website. Depend on the target audience of each channel, these media

release will have different angels along with compelling photos and graphs.

CRITICAL PATH PLAN


13/17

BUDGET

Most works included in the campaign will be implemented by SCC staff and volunteer with the

help from Thang Long schools teachers and students. As a result, the expenses of this project

will be minimal that will perfectly fit in the allocated budget. The budget mainly allocates for

consulting hours and some for catering and stationery.


14/17

EVALUATION


15/17

APPENDIX

SWOT Analysis

STRENGTHS WEAKNESSESProvide high quality education fordisadvantaged children with free tuition feeOffer a wide range of subjects (e.g art, photo,hairdressing)

Low enrolment rateDid not communicate well about the benefitsof attending the school and its courses

OPPORTUNITIES THREATSThank to the development of the Internet,many people can access to the website of SCCto know about Thang Long School and other

project, so they can raise fund or becomevolunteers for these projects. (Pham Anh2007)

Negative perception of parents that attendingschools will make children cannot earn moremoney for the family

Local authorities and other stakeholders arenot willing to help Thang Long School topromote the information about the school andits courses

PEST

Political

Vietnamese government has not highly appreciated the significant contribution of NGOs in

developing the community (Da Yen 2010). Thus, they has not strongly support these NGOs in

term of financial as well as human resources. Specifically, local authorities have not perceived

the importance of TLS project in providing education for disadvantaged students as a way to

improve the development of the community.

Economic

Poor children account for 28.9% the population of Vietnamese children (Ngoc Minh 2010). They

do not receive enough living conditions, including education, health, accommodation,

entertainment, social protection.


16/17

The Government already has a plan to increase the tuition fee by more than two times in all

education programs (Thanh Ha 2009). As a result, disadvantaged children have low potentially

capabilities to pay the fees.

Social

Parents keep a negative perception that their children who attend schools cannot earn more

money for the family (Yen Anh 2010).

Moreover, disadvantaged children are easily influenced by their family and their friends who

usually encourage them to earn money rather than go to school (Huu Tru 2010).

Technology

The development of communication technologies allows SCC can promote itself via the

homepage. Thus, there are higher chances people can know about the charity, and possibly

they can raise money and become a volunteer to help the poor children via the charity (Pham

Anh 2007). However, disadvantaged children as the main target audience of this campaign do

not have high opportunities to access to the Internet.


17/17

REFERENCE LIST

Da Yen 2010, Cac to chuc Phi Chinh Phu Viet Nam: Can moi san choi binh dang, Dai Doan Ket,

viewed 28 December 2010,

Harrison, K 2008, Strategic Public Relations: a practical guide to success, edn 5 th , Century

Consulting Group, Australia.

Huu Tru 2010, Kho ngan hoc sinh bo hoc, Nguoi Lao Dong, viewed 11 January 2011,

Ngoc Minh 2010, Tre em ngheo, Thanh Nien, viewed 12 January 2011,

Ngoc Quang 2010, Nhieu trung tam giao duc thuong xuyen vuot chi tieu, Giao Duc, viewed 10

January 2011, < http://www.giaoduc.edu.vn/news/thoi-su-655/nhieu-trung-tam-giao-duc-

thuong-xuyen-tuyen-vuot-chi-tieu-147556.aspx >

Pham Anh 2007, 10 nam Internet Viet Nam: toc do phat trien dung dau the gioi, Vietbao,

viewed 13 January 2011, < http://vietbao.vn/Vi-tinh-Vien-thong/10-nam-Internet-Viet-Nam-Toc-do-

phat-trien-dung-dau-the-gioi/55169575/217/ >

Saigon Childrens Charity 2010, viewed 12 January 2011, < http://www.saigonchildren.com >

Thanh Ha 2009, Nam 2010: tiep tuc tang hoc phi, Tuoi Tre, viewed 3 January,

Yen Anh 2010, Hoc sinh bo hoc: can su quan tam cua chinh quyen, Ben Tre, viewed 10 January

2011,
http://daidoanket.vn/index.aspx?Menu=1384&chitiet=17503&Style=1http://daidoanket.vn/index.aspx?Menu=1384&chitiet=17503&Style=1http://www.baomoi.com/Home/GiaoDuc/nld.com.vn/Kho-ngan-hoc-sinh-bo-hoc/5483713.epihttp://www.baomoi.com/Home/GiaoDuc/nld.com.vn/Kho-ngan-hoc-sinh-bo-hoc/5483713.epihttp://www.thanhnien.com.vn/News/Pages/201023/20100531005811.aspxhttp://www.thanhnien.com.vn/News/Pages/201023/20100531005811.aspxhttp://www.giaoduc.edu.vn/news/thoi-su-655/nhieu-trung-tam-giao-duc-thuong-xuyen-tuyen-vuot-chi-tieu-147556.aspxhttp://www.giaoduc.edu.vn/news/thoi-su-655/nhieu-trung-tam-giao-duc-thuong-xuyen-tuyen-vuot-chi-tieu-147556.aspxhttp://vietbao.vn/Vi-tinh-Vien-thong/10-nam-Internet-Viet-Nam-Toc-do-phat-trien-dung-dau-the-gioi/55169575/217/http://vietbao.vn/Vi-tinh-Vien-thong/10-nam-Internet-Viet-Nam-Toc-do-phat-trien-dung-dau-the-gioi/55169575/217/http://vietbao.vn/Vi-tinh-Vien-thong/10-nam-Internet-Viet-Nam-Toc-do-phat-trien-dung-dau-the-gioi/55169575/217/http://www.saigonchildren.com/http://tuoitre.vn/Giao-duc/349968/Nam-2010-tiep-tuc-tang-hoc-phi.htmlhttp://tuoitre.vn/Giao-duc/349968/Nam-2010-tiep-tuc-tang-hoc-phi.htmlhttp://www.bentre.edu.vn/index.php?option=com_content&view=article&id=685:hc-sinh-b-hc-cn-s-quan-tam-ca-chinh-quyn&catid=22:tin-t-cac-bao&Itemid=63http://www.bentre.edu.vn/index.php?option=com_content&view=article&id=685:hc-sinh-b-hc-cn-s-quan-tam-ca-chinh-quyn&catid=22:tin-t-cac-bao&Itemid=63http://www.bentre.edu.vn/index.php?option=com_content&view=article&id=685:hc-sinh-b-hc-cn-s-quan-tam-ca-chinh-quyn&catid=22:tin-t-cac-bao&Itemid=63http://www.bentre.edu.vn/index.php?option=com_content&view=article&id=685:hc-sinh-b-hc-cn-s-quan-tam-ca-chinh-quyn&catid=22:tin-t-cac-bao&Itemid=63http://www.bentre.edu.vn/index.php?option=com_content&view=article&id=685:hc-sinh-b-hc-cn-s-quan-tam-ca-chinh-quyn&catid=22:tin-t-cac-bao&Itemid=63http://tuoitre.vn/Giao-duc/349968/Nam-2010-tiep-tuc-tang-hoc-phi.htmlhttp://www.saigonchildren.com/http://vietbao.vn/Vi-tinh-Vien-thong/10-nam-Internet-Viet-Nam-Toc-do-phat-trien-dung-dau-the-gioi/55169575/217/http://vietbao.vn/Vi-tinh-Vien-thong/10-nam-Internet-Viet-Nam-Toc-do-phat-trien-dung-dau-the-gioi/55169575/217/http://www.giaoduc.edu.vn/news/thoi-su-655/nhieu-trung-tam-giao-duc-thuong-xuyen-tuyen-vuot-chi-tieu-147556.aspxhttp://www.giaoduc.edu.vn/news/thoi-su-655/nhieu-trung-tam-giao-duc-thuong-xuyen-tuyen-vuot-chi-tieu-147556.aspxhttp://www.thanhnien.com.vn/News/Pages/201023/20100531005811.aspxhttp://www.baomoi.com/Home/GiaoDuc/nld.com.vn/Kho-ngan-hoc-sinh-bo-hoc/5483713.epihttp://daidoanket.vn/index.aspx?Menu=1384&chitiet=17503&Style=1

Documents

Stategic Plan_Saigon Children Charity