Final Presentation of Graduation Project with American Women's Association of HK as the host organization. Presentation given in 2013 by students from Department of English, City University of Hong Kong.

1. 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

2. Contents
• Project Overview
• Our Achievements
• Challenges & Remedies
• Reflections
• Conclusion
2

3. PROJECT OVERVIEW
Background of AWA & its needs
Needs of AWA & our objectives
Our tasks & timeline for the project
3

4. • 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
4
Background of American Women’s
Association of Hong Kong

5. Needs of AWA & our objectives
5
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

6. • Externally to AWA:
Assistant planners for fundraising events & logistic support
Consultants for strategic social media planning
• Internally:
Project Manager
Communications & Logistics Executives
Marketing & Editorial Executive
Public Relations Executive
6
Roles for the project

7. Our tasks & timeline for the project
Events
7
Suggested spring
fund-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

8. Our tasks & timeline for the project
Strategic social media planning
8
Jan
Feb
Mar
Apr
Researched on the
use of social media
platforms
Presented to the
board on specific
platforms

9. OUR ACHIEVEMENTS
Major achievements and evaluation
9

10. 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
10
Achievements

11. 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
11
Achievements

12. “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
12
Achievements

13. Strategic Social Media Plan
• Prepared a research report and a presentation for detailed
suggestion and execution of social media (establishment &
maintenance)
13
Achievements

14. 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
Qualitative
14
Qualitative criteria

15. Evaluation
15
• 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

16. CHALLENGES AND REMEDIES
16

17. Challenges & Remedies
1. Change of management
17
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

18. 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
18

19. Challenges & Remedies
2. 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
19

20. REFLECTION
Application of skills learnt from courses
Skills learnt from project experience
20

21. 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
21

22. 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
22

23. 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
23
Skills learnt from experience

24. Similarities between marketing
and PR
• Both are means to shape audience’s perceptions
• Editorial positioning is required in all marketing and PR
publicity
24

25. CONCLUSION
25

26. 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
26

27. Conclusion
Initiative
Time
Management
Team
Cooperation
High
Flexibility
Strategic
Mindset
27

28. Q & A
28