Strategic CSR Plan

8/8/2019 Strategic CSR Plan

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ABC Strategic CSR

Communication Plan

Nguyen Tra My

5/17/2010



1

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



2

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 thecommunication 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 topeer 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-techequipment, 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

Publics Brief descriptionCommunication

needs

Primary

Universities &

colleges students in

Ha Noi & Ho ChiMinh City

Aged 18-24, active

life style,

technological

savvy, heavy

Internet users,

education-

concerned, and

direct interest in

the campaign.

What’s in the

campaign for them

(modern learning

environment with

high-tech

equipment and

supportivementor’s

instructions,

opportunities to

learn and practice

job skills)

Secondary

Authorities in local

universities in Ha

Noi & Ho Chi Minh,

and National Youth

Union

Potential allies of

the campaign, key

influencers on the

primary public,

high level of power

on giving legal

permission to

operate the

campaign.

- Benefits that the

campaign bring tostudent’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

- 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 withthe 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 expressABC’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 frequentlyengage 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 theirviews 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

the competition

Yahoo & Facebook 10,000,000 VND

CEO letter writing &

distribution

Direct mail 10,000,000 VND

Reality show broadcasting VTV6 & Yan TV 500,000,000 VND

Design, print & deliver

brochures & membership

cards

TBC 50,000,000 VND

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

(catering&venue hiring)

10 selected universities 200,000,000 VND

Creating & delivering

campaign’s report

TBC 10,000,000 VND

Total 880,000,000 VND

11. Evaluation

Note: # = Number of



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ObjectiveCompetiti

on

Yahoo

Messenger

&Facebook

announcem

ent

Reality

shows

CEO

letters

CSR

website

& blog

Winning

Events

Press

Conferen

ce

Brochur

es &

Cards

A

v

m

a

Awareness

#

attendan

ces

# click

through

Media

monitoring, #

votes

# letters

sent

Webtraffic,

time

spent

on site,

# page

view,

comme

nt

#

attendan

ce

#

attendan

ce

#

brochur

es &

cards

delivere

d

#

v

s

d

a

Attitudinal

Change

Winning

Events

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,

satisfacti

on

survey

Reputation survey

Campaign

Evaluation

- Gather quantitative data at phase 1 & phase 2

- Feedback analysis to examine complaints, suggestions, complements and inquiries of publics

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 high-

tech 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).

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 joinWTO 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 withinternational 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.

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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- 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

P OSITIVE F ORCES ( + ) N EGATIVE F ORCES ( - )

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

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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P OSITIVE F ORCES ( + ) N EGATIVE F ORCES ( - )

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.html

http://talk.onevietnam.org/students-in-ho-chi-minh-city-are-weak-in-soft-skills/


http://www.hks.harvard.edu/innovations/asia/Documents/HigherEducationOverview112008.pdf


http://www.samsung.com/uk/aboutsamsung/citizenship/ourcitizenshipfocus.html

http://www.samsung.com/vn/aboutsamsung/corporateprofile/valuesphilosophy.html




http://www.samsung.com/uk/aboutsamsung/citizenship/ourcitizenshipfocus.html





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