GIC CAMPAIGN PITCH                  BIG FISH COMMUNICATIONAdeline Tay   Freda Luo Rachel Lim Seha Yatim   Tan Boon Xin
STAKEHOLDERS
STAKEHOLDERS                                        Locals         OverseasTier 1: No knowledge/Unaware                   ...
CORE CHALLENGE
CORE CHALLENGE Within Singapore, the concern lies in attracting the MOST SUITABLE candidates.• How do we raise awareness a...
CORE CHALLENGE Whereas abroad, the concern lies in building GIC’s reputation given the sheer size of the market and the di...
INSIGHTS•   Popular companies garner more attention at career/recruitment talks•   When undecided, students turn to high-p...
CORE MESSAGE
GIC is a prestigious company
CAMPAIGN
AIM OF CAMPAIGN•   Portray GIC as a prestigious company•   Encourage “suitable” candidates to apply for the GPP and Schola...
CAMPAIGN OUTLINEStakeholders   Tier 1 Campaign         Tier 2 Campaign         Results                                    ...
GIC SYMPOSIUM
GIC Symposium                 PURPOSEChoosing potential candidates for GIC scholarships from a              streamlined po...
GIC Symposium  STRUCTURE  Annual 3 to 5 day campCo-hosted by GIC and all JCs       Held in SMU             15
GIC Symposium                       SCOPEDifferent themes each year Panel discussions and case studies on finance-centricto...
GIC Symposium       ASSESSMENT CRITERIA                2 assessment components             Quality of case study presentat...
GIC SymposiumMOTIVATION TO RESPOND       Improve financial knowledgeAdditional achievement for portfolio/resumeOpportunity ...
GIC Symposium                OUTREACH5 students from each JC   90 students in totalJournalists from national          medi...
GIC SymposiumSTORY ANGLE     20
COUNTRY SPECIFIC    CAMPAIGNS
Overseas Undergrads   COUNTRY SPECIFIC CAMPAIGNS                       High Social Network Usage                       Pub...
Overseas Undergrads   COUNTRY SPECIFIC CAMPAIGNS                       Recruitment Talk Content   United              Eros...
Overseas Undergrads   COUNTRY SPECIFIC CAMPAIGNS                       Trust online sources more than the media           ...
Overseas Undergrads   COUNTRY SPECIFIC CAMPAIGNS                       Recruitment Talk Content                       Tend...
CAMPAIGN OUTLINEStakeholders Tier 1 Campaign           Tier 2 Campaign             Results                                ...
CAMPAIGN OUTLINEStakeholders Tier 1 Campaign           Tier 2 Campaign             Results                                ...
GIC ROUNDTABLE     CHALLENGE
GIC Roundtable Challenge                  PURPOSE     Illustrate clearly that GIC hires only the bestOpportunity to assess...
GIC Roundtable Challenge                     SEMI-FINAL         25 Teams  Top universities across 7         countries1 com...
GIC Roundtable Challenge                           FINAL 7 teams from 7 countriesTop team from each countrywill converge i...
GIC Roundtable Challenge   MOTIVATION TO RESPOND       Prospect of being offered a GIC InternshipPossibility to skip initi...
GIC Roundtable ChallengeSTORY ANGLE     33
GIC CREATIVERECRUITMENT
GIC Creative Recruitment             PURPOSE  Generate awareness and hype for GICIdentify risk-taking and go-getting indiv...
GIC Creative Recruitment        STRUCTUREUnbranded novelty recruitment campaign              Global scaleRiddles related t...
GIC Creative Recruitment              PROCESS                         On school campuses Outdoor          School fields, pa...
GIC Creative RecruitmentFIRST CHALLENGE       38
GIC Creative Recruitment     SECOND CHALLENGELed to Fibonacci Sequence found on “shooting star” candle                    ...
GIC Creative RecruitmentMOTIVATION TO RESPOND          Mystery drives curiosityFirst-mover advantage in recruitment proces...
GIC Creative RecruitmentSTORY ANGLES     41
CAMPAIGN OUTLINEStakeholders Tier 1 Campaign           Tier 2 Campaign             Results                                ...
CAMPAIGN REVIEW
ANSWERING CORE CHALLENGE   Within Singapore, the concern lies in attracting   the MOST SUITABLE candidates. • Several plat...
KEY TAKEAWAYS  In its entirety, this campaign exudes a sense ofexclusivity of the company and suggests that onlythe most s...
Q&A
TABLE OF CONTENTSIntroduction             Tier 1 Campaign  Stakeholders               GIC Symposium Core Challenge        ...
REFERENCE SLIDES
Overseas Undergrads   COUNTRY SPECIFIC CAMPAIGNS                       High Social Network Usage                       Pub...
Overseas Undergrads   COUNTRY SPECIFIC CAMPAIGNS                       Recruitment Talk Content                       Powe...
Overseas Undergrads   COUNTRY SPECIFIC CAMPAIGNS                       High Social Network Usage                       Pub...
Overseas Undergrads   COUNTRY SPECIFIC CAMPAIGNS                       Recruitment Talk Content                       Extr...
Overseas Undergrads   COUNTRY SPECIFIC CAMPAIGNS                       63% of urban students spent over an hour online dai...
Overseas Undergrads   COUNTRY SPECIFIC CAMPAIGNS                       Recruitment Talk Content     India             Bank...
Overseas Undergrads   COUNTRY SPECIFIC CAMPAIGNS                       British teens have grown up with technology-laden  ...
Overseas Undergrads   COUNTRY SPECIFIC CAMPAIGNS                       Recruitment Talk Content                       46% ...
BUDGET       Strategy                   Estimated cost       Symposium                      7,000  Roundtable Challenge   ...
Other KPIs?     MEASUREMENTSTier 1      Before and after surveysTier 2      Before and after surveys              Number o...
Upcoming SlideShare
Loading in …5
×

PR Strategy (GIC)

2,861 views

Published on

Slides from project that i did in university for a course called PR Strategy. This project showcases my ability to analyze problems and provide creative solutions for a client\'s communication loopholes.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
2,861
On SlideShare
0
From Embeds
0
Number of Embeds
9
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

PR Strategy (GIC)

  1. 1. GIC CAMPAIGN PITCH BIG FISH COMMUNICATIONAdeline Tay Freda Luo Rachel Lim Seha Yatim Tan Boon Xin
  2. 2. STAKEHOLDERS
  3. 3. STAKEHOLDERS Locals OverseasTier 1: No knowledge/Unaware JC Students existence Undergraduates Tier 2: False information/ Undergraduates Misconceptions Tier 3: Accurate knowledge 3
  4. 4. CORE CHALLENGE
  5. 5. CORE CHALLENGE Within Singapore, the concern lies in attracting the MOST SUITABLE candidates.• How do we raise awareness amongst JC students who do not have adequate or any financial knowledge, and even less information about GIC?• How do we improve perception of GIC amongst fresh graduates to entice them to join GIC Professional Programme (GPP) in the face of competition from competing hirers? 5
  6. 6. CORE CHALLENGE Whereas abroad, the concern lies in building GIC’s reputation given the sheer size of the market and the diversity in cultures.• How do we attract the most suitable talents from overseas given GIC’s low-key international profile? 6
  7. 7. INSIGHTS• Popular companies garner more attention at career/recruitment talks• When undecided, students turn to high-profile companies first• “If I think that many of my friends are applying for a certain company, I will do so too.”• Students tend to overlook unfavorable aspects of working in a high- profile company, such as pay or geographical location.• “I will work in GIC, but not now.” 7
  8. 8. CORE MESSAGE
  9. 9. GIC is a prestigious company
  10. 10. CAMPAIGN
  11. 11. AIM OF CAMPAIGN• Portray GIC as a prestigious company• Encourage “suitable” candidates to apply for the GPP and Scholarship Program offered by GIC • Leadership • Versatility • Ability to perform under pressure • Responsible • Flair for investments/finance 11
  12. 12. CAMPAIGN OUTLINEStakeholders Tier 1 Campaign Tier 2 Campaign Results Application GIC JC Students for Symposium Scholarships Local GIC Creative Application Undergrads Roundtable Recruitment for GPP Challenge Overseas Country Specific Application Undergrads Campaigns for GPP 12
  13. 13. GIC SYMPOSIUM
  14. 14. GIC Symposium PURPOSEChoosing potential candidates for GIC scholarships from a streamlined pool of talents Boost awareness of GIC amongst JC students 14
  15. 15. GIC Symposium STRUCTURE Annual 3 to 5 day campCo-hosted by GIC and all JCs Held in SMU 15
  16. 16. GIC Symposium SCOPEDifferent themes each year Panel discussions and case studies on finance-centrictopics relevant to Singapore 16
  17. 17. GIC Symposium ASSESSMENT CRITERIA 2 assessment components Quality of case study presentationMentors’ assessment of teamwork and value of contribution 17
  18. 18. GIC SymposiumMOTIVATION TO RESPOND Improve financial knowledgeAdditional achievement for portfolio/resumeOpportunity to be scouted for scholarship 18
  19. 19. GIC Symposium OUTREACH5 students from each JC 90 students in totalJournalists from national media Student journalists 19
  20. 20. GIC SymposiumSTORY ANGLE 20
  21. 21. COUNTRY SPECIFIC CAMPAIGNS
  22. 22. Overseas Undergrads COUNTRY SPECIFIC CAMPAIGNS High Social Network Usage Publish GPP on LinkedIn United Watch Prime Time News States Panel discussions on Good MorningCultural Differences America Daily and Sunday Papers Feature articles in WSJ & USA Today 22
  23. 23. Overseas Undergrads COUNTRY SPECIFIC CAMPAIGNS Recruitment Talk Content United Erosion of American Dream States Americans would like to own a homeCultural Differences Play up factors such as job stability and prospects 23
  24. 24. Overseas Undergrads COUNTRY SPECIFIC CAMPAIGNS Trust online sources more than the media Companies frequently featured in the press Publish GPP on Tianji & Zhaopin ChinaCultural Differences Value Relationships Keep in contact even after recruitment talks 24
  25. 25. Overseas Undergrads COUNTRY SPECIFIC CAMPAIGNS Recruitment Talk Content Tend to filter companies by salary Articulate non-monetary benefits ChinaCultural Differences Working for MNC is prestigious Emphasize on GIC’s extensive international network 25
  26. 26. CAMPAIGN OUTLINEStakeholders Tier 1 Campaign Tier 2 Campaign Results Application GIC JC Students for Symposium Scholarships Local GIC Creative Application Undergrads Roundtable Recruitment for GPP Challenge Overseas Country Specific Application Undergrads Campaigns for GPP Tier 1 → Tier 2 Tier 2 → Tier 3 Tier 3 + Prestige Knowledge Change Opinion Change Action Change
  27. 27. CAMPAIGN OUTLINEStakeholders Tier 1 Campaign Tier 2 Campaign Results Application GIC JC Students for Symposium Scholarships Local GIC Creative Application Undergrads Roundtable Recruitment for GPP Challenge Overseas Country Specific Application Undergrads Campaigns for GPP Tier 1 → Tier 2 Tier 2 → Tier 3 Tier 3 + Prestige Knowledge Change Opinion Change Action Change
  28. 28. GIC ROUNDTABLE CHALLENGE
  29. 29. GIC Roundtable Challenge PURPOSE Illustrate clearly that GIC hires only the bestOpportunity to assess participants on attributes other than academic achievements 29
  30. 30. GIC Roundtable Challenge SEMI-FINAL 25 Teams Top universities across 7 countries1 complex business situation Panel of experts willdetermine the winning team Online Local submissions Presentations 30
  31. 31. GIC Roundtable Challenge FINAL 7 teams from 7 countriesTop team from each countrywill converge in Singapore to participate in the Global Challenge Online Local International submissions Presentations Presentation 31
  32. 32. GIC Roundtable Challenge MOTIVATION TO RESPOND Prospect of being offered a GIC InternshipPossibility to skip initial stages of the recruitment process 32
  33. 33. GIC Roundtable ChallengeSTORY ANGLE 33
  34. 34. GIC CREATIVERECRUITMENT
  35. 35. GIC Creative Recruitment PURPOSE Generate awareness and hype for GICIdentify risk-taking and go-getting individuals 35
  36. 36. GIC Creative Recruitment STRUCTUREUnbranded novelty recruitment campaign Global scaleRiddles related to finance and investment 36
  37. 37. GIC Creative Recruitment PROCESS On school campuses Outdoor School fields, parks, basketball courts 20 numeric test questions (timed) Online Substitute normal application and assessment testRecruitment Skip initial stages of recruitment process 37
  38. 38. GIC Creative RecruitmentFIRST CHALLENGE 38
  39. 39. GIC Creative Recruitment SECOND CHALLENGELed to Fibonacci Sequence found on “shooting star” candle 39
  40. 40. GIC Creative RecruitmentMOTIVATION TO RESPOND Mystery drives curiosityFirst-mover advantage in recruitment process 40
  41. 41. GIC Creative RecruitmentSTORY ANGLES 41
  42. 42. CAMPAIGN OUTLINEStakeholders Tier 1 Campaign Tier 2 Campaign Results Application GIC JC Students for Symposium Scholarships Local GIC Creative Application Undergrads Roundtable Recruitment for GPP Challenge Overseas Country Specific Application Undergrads Campaigns for GPP Tier 1 → Tier 2 Tier 2 → Tier 3 Tier 3 + Prestige Knowledge Change Opinion Change Action Change
  43. 43. CAMPAIGN REVIEW
  44. 44. ANSWERING CORE CHALLENGE Within Singapore, the concern lies in attracting the MOST SUITABLE candidates. • Several platforms to assess attributes of candidates outside mere results. Whereas abroad, the concern lies in building GIC’s reputation given the sheer size of the market and the diversity in cultures. • Global campaign to generate hype and attract the attention of suitable stakeholders. 44
  45. 45. KEY TAKEAWAYS In its entirety, this campaign exudes a sense ofexclusivity of the company and suggests that onlythe most suitable candidates will qualify for GIC’s scholarship and GPP. 45
  46. 46. Q&A
  47. 47. TABLE OF CONTENTSIntroduction Tier 1 Campaign Stakeholders GIC Symposium Core Challenge China & US Core Message Japan, Korea, India & UKAim of CampaignCampaign Outline Tier 2 Campaign GIC Roundtable Challenge Budget GIC Creative Recruitment Measurements 47
  48. 48. REFERENCE SLIDES
  49. 49. Overseas Undergrads COUNTRY SPECIFIC CAMPAIGNS High Social Network Usage Publish GPP on Xing JapanCultural Differences Decreasing credibility of mainstream news Post on Community Journals 49
  50. 50. Overseas Undergrads COUNTRY SPECIFIC CAMPAIGNS Recruitment Talk Content Power is an addictive drug Japan Communicate that employees in GICCultural Differences get absolute power in terms of investment decisions Emphasize flat hierarchy 50
  51. 51. Overseas Undergrads COUNTRY SPECIFIC CAMPAIGNS High Social Network Usage Publish GPP on Xing Moving towards e-books as an alternative to classroom-setting lessons Korea Offer online financial lessons brought toCultural Differences them by GIC distributed to schools Conservative newspapers are more widely read Media coverage of GIC Roundtable Challenge 51
  52. 52. Overseas Undergrads COUNTRY SPECIFIC CAMPAIGNS Recruitment Talk Content Extremely family-oriented Opportunities to work in a multi-racial organization, work-life balance KoreaCultural Differences Pressure to succeed Tuition costs are high Extensiveness of GIC operations and stable income 52
  53. 53. Overseas Undergrads COUNTRY SPECIFIC CAMPAIGNS 63% of urban students spent over an hour online daily 46% used online sources to access news Feature articles on online sources India Post GPP on LinkedInCultural Differences Look up to respected figures Engage well-known Indian panelists in discussions 53
  54. 54. Overseas Undergrads COUNTRY SPECIFIC CAMPAIGNS Recruitment Talk Content India Banks are deemed prestigiousCultural Differences Investment opportunities at GIC on- par with banks 54
  55. 55. Overseas Undergrads COUNTRY SPECIFIC CAMPAIGNS British teens have grown up with technology-laden UK products like mobile phones, iPods and internet-Cultural Differences enabled computers Post GPP on LinkedIn 55
  56. 56. Overseas Undergrads COUNTRY SPECIFIC CAMPAIGNS Recruitment Talk Content 46% of people are considering a permanent move abroad Make Singapore an attractive place to UK move toCultural Differences 50% believe that their employer puts financial goals above ethical considerations Emphasize on level of integrity within GIC and employee rewards 56
  57. 57. BUDGET Strategy Estimated cost Symposium 7,000 Roundtable Challenge 40,000 Creative Recruitment 20,000Country Specific Campaigns 1,000 Total 68,000 57
  58. 58. Other KPIs? MEASUREMENTSTier 1 Before and after surveysTier 2 Before and after surveys Number of applicantsTier 3 Attendance of recruitment talks 58

×