Collaboration with American Women's Association of HK by Department of English, CityU
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Transcript of Collaboration with American Women's Association of HK by Department of English, CityU
EN4510 BAEPC Professional Communication
Projects
Prepared by final year project team for AWA:Kandice Au | Emily Cheng | Sarella Chiu | Vivian Kwok | Jessica Tse
for
2 May 2013
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Contents
• Project Overview
• Our Achievements
• Challenges & Remedies
• Reflections
• Conclusion
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PROJECT OVERVIEWBackground of AWA & its needsNeeds of AWA & our objectivesOur tasks & timeline for the project
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• Founded in 1956 as a non-profit charitable organization
• Supports Hong Kong charities and schools through community service and monetary grants
• Provides donations annually benefiting children, the elderly, handicapped, women and families, community and students
• Organizes educational and social activities for its members
Background of American Women’s Association of Hong Kong
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Needs of AWA & our objectives
To raise funds for charitable
organizations
To create brand awareness and
increase engagement
through use of social media
To expand membership and
attract different demographic
To be actively involved in communications and logistics
planning for AWA’s major fundraising events
To recommend ways of improving member satisfaction and
increasing public awareness of the organization
To expand AWA’s presence through use of social media and
development of a strategic public relations plan
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• Externally to AWA:Assistant planners for fundraising events &
logistic support Consultants for strategic social media planning
• Internally:Project ManagerCommunications & Logistics ExecutivesMarketing & Editorial ExecutivePublic Relations Executive
Roles for the project
Our tasks & timeline for the projectEvents
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Suggested springfund-raising events e.g. Garden Chocolate Tasting Party
Assisted in Charity Bazaar 2012(1 Nov)
Oct
Sep
Nov
Dec
Jan
Feb
Mar
Set up for “Strike a Pose” Yogathon
Our tasks & timeline for the projectStrategic social media planning
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Jan
Feb
Mar
Apr
Researched on the use of social media platforms
Presented to the board on specific platforms
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OUR ACHIEVEMENTS
Major achievements and evaluation
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Charity Bazaar 2012• Pre-event & Post-event: provided substantial PR support• Event day: acted as the major logistics assistants and official
event photographers• Post-event: represented all volunteers to contribute a feature
article recapping the event; submitted evaluation report cum suggestion report
Achievements
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Suggestion of Spring Fundraising Proposals• Garden party with chocolate tasting• Art jamming with kids• Wine tasting in an art gallery• Dress rehearsal of the American Ballet Theatre’s
performance at the HK Arts Festival
Achievements
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“Strike a Pose” Yogathon• Constructed the framework of the event• Interviewed Mr. Wilfred Mohr, the Dutch Consul
General • Supported marketing work through design of
poster, web banner and constructed a 4-page feature article published on AWAre in March 2013
Achievements
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Strategic Social Media Plan• Prepared a research report and a presentation for
detailed suggestion and execution of social media (establishment & maintenance)
Achievements
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Evaluation
• Quality of actual work: feedback from host supervisors, academic supervisors and exhibition visitors
• Performance of managing changes, challenges and relationship within the team and with AWA
QualitativeQualitative criteria
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Evaluation
• Increase in the number of followers on social media channels
• Increase of AWA membership• Increase of AWA’s online presence
through event listing
Quantitative criteria
• Chief project nature: Consultancy but not execution
• Correlation between our work done and statistical results
• Instant or long term effect
Limitations
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CHALLENGES AND REMEDIES
Challenges & Remedies1. Change of management
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1
Event planning
Nov Dec Jan Feb Mar
New PR Director appointed
in Semester B
Oct Apr
Loss of line manager
Yogathon on hold
Social media
plan part 2
Social media
plan part 1
Line manager issue settled
2
3
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Remedies regarding change of management
• Keeping contact with representatives of AWA
• Suggesting as many recommendations as possible in limited time
• Providing various contingency plans in response to challenges
Challenges & Remedies2. Expectation discrepancies• Reason: Mutual misunderstanding• Remedy: Maintaining team morale under
adverse conditions
3. Time management• Reason: Lack of prompt response• Remedy: Adapt to their organizational
culture
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REFLECTIONApplication of skills learnt from coursesSkills learnt from project experience
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Application of skills learnt from courses
• From knowledge to action
• Business correspondences
• Event Proposal
Communication Strategies in
Business Projects
• Audience Analysis• Media Pitching
Public Relations Writing in English
• Event MarketingAdvertising
Copywriting in English
• Internal and external communication
Cross Cultural Organizational Communication
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Skills learnt from experience
Marketing:• Experience:
Event concept, defining event objectives, generating incentives of participating in events
• Skills learnt: Market positioning strategies Market analysis: understanding
psychographics
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Public Relations:• Experience:
Press release and features writing, event pitching, event listing and social media planning
• Skills learnt: Analyzing audience: the publics Social Media Optimization
Skills learnt from experience
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Similarities between marketing and PR
• Both are means to shape audience’s perceptions• Editorial positioning is required in all marketing
and PR publicity
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CONCLUSION
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Conclusion• Major Achievements:
Maintained smooth operation of the Charity Bazaar
Recommended promotional strategies for AWA to enhance its community profile
Provided a Yogathon framework and generated significant interest amongst AWA members
• Evaluation and its limitation• 3 Challenges and 6 remedies• Synthesizing the concepts we learnt and
associating with the world of work
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Conclusion
Initiative
Time Management
Team Cooperation
High Flexibility
Strategic Mindset
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Q & A