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RMIT UNIVERSTYCOMM2381 Strategic PR Planning
Group members:Tran Nguyen Ly (s3309992)
Trieu Vi Xung (s3312602)
Pham Thi Huong Tra (s331598)
AN PHUOC
About An Phuoc
An Phuoc is a well-known clothing line in Vietnam.
The company is expanding its operation (retail stores and
customer services) in Germany.
Client Goal: to encourage the employees of An Phuoc’s
new branch in Germany to buy in the company’s missions
and values
build a mutually beneficial relationship.
The major obstacle:
German employees are not comfortable with major changes.
internal communication is the right tool
help them understand the changes and make sure it is
also beneficial to their own interests
stronger relationship between An Phuoc and its
employees.
Problem/Opportunity Statement
Target PublicsPrimary Target Public
(100 employees – sales and customer services)
Urban young adults
Have basic knowledge of fashion and experience in
communicating.
Looking for stable jobs. leave for better jobs if their needs
are unfulfilled
Communicated through interpersonal media and via the
Internet
Secondary Target Public
(15 coporate managers)
Urban adults
In-depth knowledge of team management and
communication
Looking for recognition, prefer to work without external
interference
Communicated through interpersonal media and via the
Internet
Target Publics
Objectives
German employees
To raise awareness of An Phuoc’s full support for its employees by
providing secure jobs among 100% of the target public by the first
three weeks of the campaign.
To gain positive attitudes towards An Phuoc with a sense of being safe
in the company among 70% of the target public by the next seven
weeks of the campaign.
To encourage participation and consultation with An Phuoc regarding
its values among 50% of the target public by the last two weeks of the
campaign.
Objectives
Corporate managers
To raise awareness of An Phuoc’s respect and appreciation of its
managers among 100% of the target public by the first three weeks of
the campaign.
To gain positive attitudes towards An Phuoc with a sense of being
recognized in the company among 60% of the target public by the next
seven weeks of the campaign.
To encourage participation and consultation with An Phuoc regarding
its values among 50% of the target public by the last two weeks of the
campaign.
Umbrella message
“An Phuoc is an organization that places its employees’
interests as the primary concern. The company listens to
your opinions and would develop together to build
mutually beneficial relationships.”
Key messages
For 1st Public
“An Phuoc values every single employee no matter what
their backgrounds are. You will always have full support
from the company.”
For 2nd Public
“An Phuoc is the place where the managers give their best
performance and have the recognition they deserve. You
can always count on us as a team.”
Key messages
The Big Idea..!!
Strategy Statment
Orientation
What: 5 sessions in total: organizational orientation
goal orientation, role orientation, executive orientation
and functional orientation.
Why: to imprint the company’s philosophy in the
employees’ consciousness
Tactics
Newsletters
What: includes external and internal
news, key information about the
industry, fun stories.
Why: to improve performance and
to generate positive feelings
Employee Conference
What: CEO announcement, admission forms.
Why: to re-emphasize the employees’ importance
and to re-assure the company’s support
Interpersonal Meetings
What: employees can request to meet the managers
directly in private for work discussion or consultations.
Why: to put them on top of their priorities and to help
the two publics connect.
Intranet
What: company announcements, jingle, pop-up quizzes,
idea sharing, surveys and feedback with real-time
updates
Why: to generate their interests and participation
Ice Hockey Day
What: mini ice hockey tournament. CEO of An Phuoc
will give a short speech
Why: to blur the gap between the employees and
managers increase work performance as a team
Christmas Party
What: a free for all party to celebrate the holiday spirit,
traditional food & drinks, good luck charms
Why: to boost employee engagement and to show the
company’s generosity and goodwill
The employees are the best
What: upgraded version of employee of the month
Why: everyone has a chance to shine
Uniform Personalization
What: employees can customize their own uniforms,
the leaders give them compliments
Why: to make them feel more
welcome in An Phuoc, share
the company’s ownership.
Letters To Staff
What: 100 letters to 100 employees,
each will have different angles
Why: to make them feel secure with
the working environment
show how much AP values
their employees
Team Meetings
What: weekly meetings with
the managers.
Why: to make sure they’re on the
right track and to give the
managers the credit they deserve.
Conclusion
The problem: employees’ fear of major changes
The solution: focus on employees’ needs
Who: employees and managers
How: 11 tactics throughout a 12-week period.
AsiaRooms 2012, ‘Ice Hockey in Germany’, AsiaRooms, viewed 18 August 2012, <http://www.asiarooms.com/en/travel-
guide/germany/entertainment-in-germany/sports-in-germany/ice-hockey-in-germany.html>.
Brodbeck, F, Frese, M & Javidan, M 2002, ‘Leadership Made In Germany: Low On Compassion, High On Performance’,
Academy of Management Executive, Vol. 16, No.1, pp. 16-30.
Burns, R 1995, German Cultural Studies : An Introduction, Oxford University Press, Oxford, UK.
Corfield, N 2010, ‘Party Animals’, Director Magazine, November, viewed 20 August 2012,
<http://www.director.co.uk/MAGAZINE/2010/10_November/office-christmas-parties_64_03.html>.
Drake, S, Gulman, M & Roberts, S 2005, Light Their Fire: Using Internal Marketing To Ignite Employee Performance And Wow
Your Customers, Dearborn Trade Publishing, USA.
eDiplomat 2012, ‘Cultural Etiquette - Germany’, eDiplomat, viewed 15 August 2012,
<http://www.ediplomat.com/np/cultural_etiquette/ce_de.htm>.
Heritage Foundation 2012, ‘Germany’, Heritage, viewed 15 August 2012, <http://www.heritage.org/index/country/germany>.
Prescient Digital 2012, ‘Social Communications: Delivering Winning Internal Communications Programs With The Social
Intranet’, Prescient Digital, 12 July, viewed 18 August 2012, <http://www.prescientdigital.com/articles/intranet-articles/social-
communications-delivering-winning-internal-communications-programs-with-the-social-intranet/>.
Schroll-Machl, S 2003, Doing Business with Germans: Their Perception, Our Perception, Vandenhoeck & Ruprecht , Göttingen,
Germany.
Sidney, K 2012, ‘Employee Of The Month Award’, Articles Base, 19 Jun, viewed 20 August 2012,
<http://www.articlesbase.com/human-resources-articles/employee-of-the-month-award-5991409.html>.
Tench, R & Yeomans, L 2006, Exploring Public Relations, Pearson Education, U.K.
References