Strategic Plan

Saigon Children’s Charity

Student: Dang My Ngoc – s3246663

Lecture: Ms. Doan Mai Anh

Date of Submission: 14 January 2011

 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.
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 .............................................................................................................................................8
1. 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
 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 Children’s Charity 2010). However, the number of
target audience acknowledging the opportunity of getting a high quality vocational training 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 Children’s 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
stakeholders do not acknowledge the importance of education in children’s 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 one’s 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
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 PUBLICS
Target publics Why we need to communicate with them

PRIMARY TARGET PUBLICS

1. Disadvantaged children They do not know that Thang Long school currently
who are 10-25 years old who live offer various vocation trainings without paying any
mainly in District 4. They either tuition fees. Moreover, they do not highly
do not study in mainstream acknowledge the essential role of education for their
schools or potentially drop out better lives
their current schools

2. The family of these Because of financing their children’s education,

children, parents particularly. parents have the most important decisions on those
They are also living in poor children’s education. However, the parents has held
conditions who potentially a negative perception that attending schools would
cannot afford money for their decrease the income earned by these children for a
children’s higher studying. uncertain future

3. Local authorities (mainly They do not highly acknowledge the importance of

in district 4 and other districts education in community development, possibly
such as District 8, and District 7), reducing poverty and crime in the community. Thus,
 including Units (to dan pho) and they are not willing to help SCC and Thang Long
Unit Women Union. They are school to promote quality and free training programs
the ones who understand clearly for disadvantaged children.
about the circumstance in which
people live in these areas.

SECONDARY TARGET PUBLICS

4. Potential sponsors and Effective campaign can lead to the high amount of
philanthropists. They are likely publicity of SCC and Thang Long School, so more
to raise fund or support SCC individuals or organization possibly want to help the
organization and its projects disadvantaged children by donating money or gifts
for SCC
5. Future employers who Through voluntary works of Thang Long school in this
potentially hire Thang Long campaign, future employers can evaluate the skills of
students based on their skills, these students and potentially hire them for suitable
knowledge and experiences. 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.
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
one’s success as well as disseminate information regarding to long-term benefits of attending
vocational trainings in Thang Long School.

TACTICS
1. Printed materials – 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
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 School’s 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 cur rent 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” certificates 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.
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 should
transfer 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 school’s flyer, to these children’ s home)
 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”
 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

 BUDGET
Most works included in the campaign will be implemented by SCC staff and volunteer with the
help from Thang Long school’s 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.
EVALUATION
 APPENDIX

SWOT Analysis

STRENGTHS WEAKNESSES
Provide high quality education for Low enrolment rate
disadvantaged children with free tuition fee Did not communicate well about the benefits
Offer a wide range of subjects (e.g art, photo, of attending the school and its courses
hairdressing)

OPPORTUNITIES
Thank to the development of the Internet,
many people can access to the website of SCC
to know about Thang Long School and other
project, so they can raise fund or become
volunteers for these projects. (Pham Anh
2007)
THREATS
Negative perception of parents that attending
schools will make children cannot earn more
money for the family
Local authorities and other stakeholders are
not willing to help Thang Long School to
promote the information about the school and
its 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.
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.
 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,
<http://daidoanket.vn/index.aspx?Menu=1384&chitiet=17503&Style=1>

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,
<http://www.baomoi.com/Home/GiaoDuc/nld.com.vn/Kho-ngan-hoc-sinh-bo-hoc/5483713.epi>

Ngoc Minh 2010, ‘Tre em ngheo’, Thanh Nien, viewed 12 January 2011,
<http://www.thanhnien.com.vn/News/Pages/201023/20100531005811.aspx>

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 Children’s 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,
<http://tuoitre.vn/Giao-duc/349968/Nam-2010-tiep-tuc-tang-hoc-phi.html>

Yen Anh 2010, ‘Hoc sinh bo hoc: can su quan tam cua chinh quyen’, Ben Tre, viewed 10 January
2011, <http://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=63>