Proposal mpc

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Proposal mpc

  1. 1. Summary Summary ...................................................................................................... 1 The All-Ukrainian “Student Marketing Plans Competition” ...................... 2 What is unique about our project ................................................................. 3 Special offer ................................................................................................. 3 How will your company also benefit? ......................................................... 4 Appendix A (Media exposure opportunities, 2010) .................................... 6 The press – over 122 500 contacts................................................................................................................. 6 Internet– over 2 285 000 contacts.................................................................................................................. 6 Direct marketing – over 4 200 contacts ......................................................................................................... 6 Appendix B (Organization Summary) ......................................................... 7 Contacts ........................................................................................................ 8 1
  2. 2. The All-Ukrainian “Student Marketing Plans Competition” The “All-Ukrainian Student Marketing Plans Competition” is a CSR-project in social and educational sphere. The goal of the competition is to increase the employment prospects of young university graduates by instilling key knowledge and practical skills related to marketing and business planning. Through their participation, students’ portfolios will be enhanced while they apply theory to real Ukrainian businesses. They will have the unique opportunity to collaborate with real SMEs, other businesses and non-commercial organizations in creating marketing plans for their goods and services. (More details of the competition can be found at http://www.studymarketing.in.ua/students/mpdraft/competition.html). Ukrainian university students in the 3rd to-5th year of studies in “Management” or “Economy and Enterprising” faculties will create teams (3-5 persons), select an existing Ukrainian firm encountering problems and evaluating actions in the crisis economy (representative from sector of small and medium-sized business), and draft an effective marketing plan based on the data and the current and anticipated market environment. The students will collect all necessary information for the marketing plan during practical sessions in the firm under the guidance (direction) of their professors. The process used in creating the marketing plans will instill practical knowledge and skills, raise the awareness of how firms adjust to compete in a crisis economy, and assist the firms in creating an effective strategy to survive and prosper. All competitors and participating firms will benefit, as will professors and sponsoring universities. The winners and finalists of the competition will especially benefit, as their “student portfolios” will greatly enhance employment possibilities at leading Ukrainian firms. The students will have the unique opportunity to collaborate with real SMEs, other businesses and non-commercial organizations in creating marketing plans for their goods and services. At the end of the competition, its results (outcomes) will be analyzed, summarized and shared with the Ministry of Education and Science of Ukraine in order to spread and follow/replicate the best practices, in anticipation of initiating similar events focused on other specialties. The initial competition jointly sponsored by Ukrainian Direct Selling Association, Atlantic Group and Embassy of the Kingdom of the Netherlands and over 10 businesses was completed in June 2009. More than 500 students representing 63 universities throughout Ukraine participated in the First competition and 610 students from 62 high-schools were involved during this second phase, has finished the 21th May 2010. Interested businesses and mass-media companies currently have an opportunity to become a partner of the Third All-Ukrainian Student Marketing Plans Competition - but they must act quickly! The competition begins in September, 2010. 2
  3. 3. What is unique about our project The world economic crisis raised the youth’s unemployment level and disabled it from developing its leadership skills. Our project’s goal is to help youth to gain additional advantages in the labor-market by enhancing their personal portfolio of knowledge and practical skills while taking part in an All-Ukrainian competition, to foster new leaders among students’ fellowships through their participation in a range of thematic seminars, and assist them in building bridges of understanding between Business and Local communities. The established relationships and processes will contribute to the future efforts of education and business to work together in a way that benefits education, business and students – the youth and future of Ukraine. The synergetic effect will be displayed in the increase of youth's social security, partially concerning the alumni, and in the impact on the society as a whole. Also, support of this project offers a unique opportunity for your organization and your local partners to be represented and highly estimated at the Ukrainian market. Support of such an initiative will help position a company as one recognizing and fulfilling their Corporate Social Responsibility. This reinforces and increases brand loyalty while enabling the Ukrainian education system to better prepare future employees and future customers. Additionally, this project creates new communication channels between business and education as they search for more effective ways of collaboration. Special offer This year students were encouraged to develop and integrate into their marketing plans the innovative energy-saving strategies (we closely cooperate with OSCE through its “Energy Saving Initiative”). As a result, 12,8% of students’ marketing plans included the energy- saving technologies! These results reveal a high interest to the “energetic question” in Ukraine. And anyone can’t deny the fact that this is a pressing problem of the whole society. So, we propose you to combine our efforts for this problem can be solved. As 11 of 98 marketing plans were drafted on energy-saving subject, next year we could institute a separate competition on energy-efficiency and energy-saving, giving a real chance for Ukrainian companies (students will draft their marketing plans for SME NGOs, civic organizations etc) to solve this vital problem. Then, the best ideas implemented in students’ marketing plans would form the basis of a new university textbook on Energy-efficiency. Thus, your support to our initiative allows you to be recognized as the true front-runner in innovation and to make people aware of the savings they can make by switching to new, more energy-efficient solutions that offer even better quality light. 3
  4. 4. How will your company also benefit? • Identify yourself with two of the most important, fastest growing and positive global movements: SRI and CSR. By supporting our initiative you are identifying yourself with the growing swell of public interest in the global economy and how corporate investments impact on our living standards and economic progress. They are the central issues facing every corporation in the world today (companies can no longer afford to ignore consumer and shareholder power and already in the US 1 in 8 dollars invested is SRI). They are issues that concern anyone who cares about the future of its children and their education. They are issues where people themselves can make a difference. And to be associated with them is to reinforce your credentials as a progressive, forward looking and conscientious company. • In particular align yourself with economy and our work. We are an international charity organization dedicated to the promotion of new standards in education in Ukraine. Much of our work is with charities, NGOs and educational structures (our work is high estimated by the Ministry of education and science of Ukraine) that have a natural affinity with the aims of SRI and CSR. In a close collaboration with all these organizations we are also seeking to link the theory of higher education to the practice and real business’ needs. For this reason we have developed the Third All- Ukrainian Students’ Marketing Plans Competition to be announced in September. • Greater visibility for your brand among youth’s audience. Raise your profile and gain greater visibility for your organization amongst students of economic universities throughout Ukraine (about 250). Whether you're a big player who wishes to consolidate your profile or a small player who wants to quickly establish themselves, the Competition is a great opportunity to raise awareness. Plus there are extra opportunities for exposure via the website and media coverage: o Company’s logo and information (up to 800 characters) on the official Competition’s web-site www.studymarketing.in.ua; o Company’s logo on the posters (2 000 A3 and 2 000 A2) in Ukrainian universities and in the press, on the Competition’s materials (final report, invitations, diplomas and certificates, badges etc); o Company’s logo on billboards (this year we had 2 in Kyiv and 2 in Dnipropetrovs’k. Next year its number will increase); o Press-release and news on Internet including your Company’s name and status. • Brand management. As well as building recognition of your brand, sponsorship can also change the way people perceive your brand. Many companies have taken big steps in improving the way they operate yet this is not reflected in their current reputation. Identifying with a positive cause allows you to manage your image 4
  5. 5. effectively. It makes people feel good about your company. They're more likely to see you as caring, pro-active and modern. • Build a contact database for your marketing and promotional purposes. Support of the Competition also gives you an opportunity to hire the most talented and perspective students for your company. (This year the number of participants is expected to be about 2 000!); • Educate the marketplace about your product or service. Through this Competition we offer you a unique opportunity to: o Communicate with youth (students) - to lecture, to conduct seminars and workshops on marketing basing on your Company’s experience and practice for students; • Get more ROI. We believe the All-Ukrainian students’ marketing plans competition offers great value as a sponsorship opportunity. It gives companies a cost effective way of associating themselves with two of the world's most influential and fast growing economic movements; • Also, you can get valuable ideas from the students’ teams, drafting marketing plan for your organization (products/services promotion), or for your key partners (suppliers, distributors etc). We invite you to demonstrate your support of the socially responsible investment and corporate social responsibility industries with a sponsorship commitment to the Third All-Ukrainian Students’ Marketing Plans Competition. Your financial support underpins the Competition and allows us to create a unique opportunity for thousands of Ukrainian students to find their place in the labor market in the crisis period. But students are not the only one who will benefit, taking part in this Competition… 5
  6. 6. Appendix A (Media exposure opportunities, 2010) The press – over 122 500 contacts Number of К-сть Number of Name Layout format printed copies виходів contacts «Маркетинг і реклама» Рекламний макет 2 500 1 2 500 Рекламний «Експерт» 25 000 3 75 000 макет, article «Маркетинг в Україні» Рекламний макет 5 000 1 5 000 «Я, студент» Рекламний макет 20 000 2 40 000 Internet– over 2 285 000 contacts Visits per Name Layout format Comments month Press-release, banner, General educational www.osvita.org.ua 190 000 news partner ЛігаБізнесІнформ 2 news, banner 2 908 355 March, April www.Sostav.ua Press-release, banner 98 800 March Dissemination of Press-release, banner, ІА “Українські новини” 100 000 competition’s news by news RSS Advertisingschool.com.ua Press-release, banner February-April Міжнародна Press-release, banner 39 757 February-April Маркетингова Група Українська Асоціація Banner 2 654 February-April Маркетингу Organizing a workshop for www.headhunter.ua Banner 400 000 students Press-release, banner, www.meta.ua 3 000 000 General Internet-Partner news www.mmr.net.ua Press-release, banner 34 440 February-March www.expert.ua Banner 30 000 February-March Дебет-кредит Banner 508 728 Banner, Information www.studymarketing.in.ua 2 000 Competition’s web-site about Partners Direct marketing – over 4 200 contacts Addresses Number of contacts Number of calls University administrators 409 2 Students 696 4 Professors 133 2 Invitation for business, government and media to 300+10+15=325 1 assist at the Final Ceremony 6
  7. 7. Appendix B (Organization Summary) Consortium for Enhancement of Ukrainian Management Through our over 10 Education (CEUME) was created in March 2002 as a result of years charity activity joint efforts of management educators from Ukraine, Poland and in the Ukrainian America with a goal to enhance the capacity of Ukrainian business and management education institutions to contribute to market we were the successful transition and revival of Ukraine's economy. focused on building a CEUME programs focus on building sustainable local capacities, strong liaison partnerships, and lasting cooperation. Activities and services between students, concentrate on training educators and administrators working in universities and business and management education; individuals and business by organizations providing training and consulting services to organizing trainings, businesses; and nongovernment organizations working to contribute to the development of an effective civil society in conferences/seminars Ukraine. CEUME also provides logistic support services; and competitions on translation, publication and distribution of textbooks and teaching national basis. Our tools; surveys and statistic information; and evaluations of projects gave ongoing programs. opportunity for over CEUME has worked with Ukrainian and foreign organizations 100 000 students to and international technical support projects, implementing combine learning with international, national, regional, and local activities. The Consortium was a recipient of technical assistance within the action, developing project "Business and Management Education in Ukraine their appropriate skills (BMEU)" implemented by the University of Minnesota under the and providing them supervision of USAID, while also providing needed assistance practical experience. essential to the projects successful implementation. During the BMEU implementation, the Consortium cooperated with twenty- Local communities six leading educational institutions in Ukraine, the Ukrainian also profited applying Association of Management Development and Business ideas created by Education (UAMDBE) and various international assistance students we have organizations. engaged. This resulted CEUME is collaborating with the International Finance in increasing of Corporation's "Corporate Governance" program. Activities are youth’s employment designed to increase application of ethical practices conforming to accepted standards and include Corporate Governance in the level and positive curriculum of higher educational institutions of Ukraine includes effect in the social a national case study competition, conducting training workshops sphere. and seminars, developing a case study collection, and conducting a national conference on corporate governance. CEUME's Education and Training Center in Kyiv is a publishing organization that produces books on teaching methodology as well as textbooks and teaching tools necessary to apply the techniques. A wide range of case studies, teaching notes and study guides have been published on business topics such as 7
  8. 8. Management, Marketing and Finance. This series featuring the best Ukrainian case studies and training guides were recommended by the Ministry of Education and Science of Ukraine as a teaching tool for Ukrainian universities. CEUME conducted 8 National Case Study Competitions which generated over 100 Ukrainian case studies which are now widely used by Ukrainian faculties across country. Other recently published titles include - "Assessment of Student Achievements", "New Faculty Handbook", "Art of Being a Faculty Member", "Transformation of Higher Education in XXI Century", and the CEUME Research Yearbook. CEUME was recently awarded the "Bronze Medal" from the Ministry of Education for its publications and its contributions toward the advancement of Ukrainian management education. CEUME publishes the quarterly Ukrainian management journal, Synergy which provides in-depth reports from Ukraine's leading management professionals and academics, as well as from Poland, America, and other countries. Within the pages of Synergy, businesses are analyzed, management disciplines and strategies are presented, and opinions voiced about the dynamic state of Ukrainian management, both in practice and within universities and institutes teaching it. CEUME developed and implements a unique methodology and practice of organizing conferences. The distinctive feature of the CEUME's practice is a comprehensive approach that includes program development, logistical support needed for the preparation and implementing the conference, with follow-on publication of findings and results. Contacts For additional information please, feel free to contact: Maksim Bobritsky, Project manager Tel: (044) 248-72-39(49), Cell: (050) 355-95-10, Email: konkurs@ceume.org.ua Oleksander Sydorenko Director Tel: (044) 248-72-39(49), Cell: (050) 355-9511 Email: 2010@ceume.org.ua 8

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