PR Strategy (GIC)
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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.
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PR Strategy (GIC)
- 1. GIC CAMPAIGN PITCH BIG FISH COMMUNICATION Adeline Tay Freda Luo Rachel Lim Seha Yatim Tan Boon Xin
- 2. STAKEHOLDERS
- 3. STAKEHOLDERS Locals Overseas Tier 1: No knowledge/Unaware JC Students existence Undergraduates Tier 2: False information/ Undergraduates Misconceptions Tier 3: Accurate knowledge 3
- 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. 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. 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. CORE MESSAGE
- 9. GIC is a prestigious company
- 10. CAMPAIGN
- 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. CAMPAIGN OUTLINE Stakeholders 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. GIC SYMPOSIUM
- 14. GIC Symposium PURPOSE Choosing potential candidates for GIC scholarships from a streamlined pool of talents Boost awareness of GIC amongst JC students 14
- 15. GIC Symposium STRUCTURE Annual 3 to 5 day camp Co-hosted by GIC and all JCs Held in SMU 15
- 16. GIC Symposium SCOPE Different themes each year Panel discussions and case studies on finance-centric topics relevant to Singapore 16
- 17. GIC Symposium ASSESSMENT CRITERIA 2 assessment components Quality of case study presentation Mentors’ assessment of teamwork and value of contribution 17
- 18. GIC Symposium MOTIVATION TO RESPOND Improve financial knowledge Additional achievement for portfolio/resume Opportunity to be scouted for scholarship 18
- 19. GIC Symposium OUTREACH 5 students from each JC 90 students in total Journalists from national media Student journalists 19
- 20. GIC Symposium STORY ANGLE 20
- 21. COUNTRY SPECIFIC CAMPAIGNS
- 22. Overseas Undergrads COUNTRY SPECIFIC CAMPAIGNS High Social Network Usage Publish GPP on LinkedIn United Watch Prime Time News States Panel discussions on Good Morning Cultural Differences America Daily and Sunday Papers Feature articles in WSJ & USA Today 22
- 23. Overseas Undergrads COUNTRY SPECIFIC CAMPAIGNS Recruitment Talk Content United Erosion of American Dream States Americans would like to own a home Cultural Differences Play up factors such as job stability and prospects 23
- 24. Overseas Undergrads COUNTRY SPECIFIC CAMPAIGNS Trust online sources more than the media Companies frequently featured in the press Publish GPP on Tianji & Zhaopin China Cultural Differences Value Relationships Keep in contact even after recruitment talks 24
- 25. Overseas Undergrads COUNTRY SPECIFIC CAMPAIGNS Recruitment Talk Content Tend to filter companies by salary Articulate non-monetary benefits China Cultural Differences Working for MNC is prestigious Emphasize on GIC’s extensive international network 25
- 26. CAMPAIGN OUTLINE Stakeholders 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. CAMPAIGN OUTLINE Stakeholders 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. GIC ROUNDTABLE CHALLENGE
- 29. GIC Roundtable Challenge PURPOSE Illustrate clearly that GIC hires only the best Opportunity to assess participants on attributes other than academic achievements 29
- 30. GIC Roundtable Challenge SEMI-FINAL 25 Teams Top universities across 7 countries 1 complex business situation Panel of experts will determine the winning team Online Local submissions Presentations 30
- 31. GIC Roundtable Challenge FINAL 7 teams from 7 countries Top team from each country will converge in Singapore to participate in the Global Challenge Online Local International submissions Presentations Presentation 31
- 32. GIC Roundtable Challenge MOTIVATION TO RESPOND Prospect of being offered a GIC Internship Possibility to skip initial stages of the recruitment process 32
- 33. GIC Roundtable Challenge STORY ANGLE 33
- 35. GIC Creative Recruitment PURPOSE Generate awareness and hype for GIC Identify risk-taking and go-getting individuals 35
- 36. GIC Creative Recruitment STRUCTURE Unbranded novelty recruitment campaign Global scale Riddles related to finance and investment 36
- 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 test Recruitment Skip initial stages of recruitment process 37
- 38. GIC Creative Recruitment FIRST CHALLENGE 38
- 39. GIC Creative Recruitment SECOND CHALLENGE Led to Fibonacci Sequence found on “shooting star” candle 39
- 40. GIC Creative Recruitment MOTIVATION TO RESPOND Mystery drives curiosity First-mover advantage in recruitment process 40
- 41. GIC Creative Recruitment STORY ANGLES 41
- 42. CAMPAIGN OUTLINE Stakeholders 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. CAMPAIGN REVIEW
- 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. KEY TAKEAWAYS In its entirety, this campaign exudes a sense of exclusivity of the company and suggests that only the most suitable candidates will qualify for GIC’s scholarship and GPP. 45
- 46. Q&A
- 47. TABLE OF CONTENTS Introduction Tier 1 Campaign Stakeholders GIC Symposium Core Challenge China & US Core Message Japan, Korea, India & UK Aim of Campaign Campaign Outline Tier 2 Campaign GIC Roundtable Challenge Budget GIC Creative Recruitment Measurements 47
- 48. REFERENCE SLIDES
- 49. Overseas Undergrads COUNTRY SPECIFIC CAMPAIGNS High Social Network Usage Publish GPP on Xing Japan Cultural Differences Decreasing credibility of mainstream news Post on Community Journals 49
- 50. Overseas Undergrads COUNTRY SPECIFIC CAMPAIGNS Recruitment Talk Content Power is an addictive drug Japan Communicate that employees in GIC Cultural Differences get absolute power in terms of investment decisions Emphasize flat hierarchy 50
- 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 to Cultural Differences them by GIC distributed to schools Conservative newspapers are more widely read Media coverage of GIC Roundtable Challenge 51
- 52. Overseas Undergrads COUNTRY SPECIFIC CAMPAIGNS Recruitment Talk Content Extremely family-oriented Opportunities to work in a multi-racial organization, work-life balance Korea Cultural Differences Pressure to succeed Tuition costs are high Extensiveness of GIC operations and stable income 52
- 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 LinkedIn Cultural Differences Look up to respected figures Engage well-known Indian panelists in discussions 53
- 54. Overseas Undergrads COUNTRY SPECIFIC CAMPAIGNS Recruitment Talk Content India Banks are deemed prestigious Cultural Differences Investment opportunities at GIC on- par with banks 54
- 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. 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 to Cultural Differences 50% believe that their employer puts financial goals above ethical considerations Emphasize on level of integrity within GIC and employee rewards 56
- 57. BUDGET Strategy Estimated cost Symposium 7,000 Roundtable Challenge 40,000 Creative Recruitment 20,000 Country Specific Campaigns 1,000 Total 68,000 57
- 58. Other KPIs? MEASUREMENTS Tier 1 Before and after surveys Tier 2 Before and after surveys Number of applicants Tier 3 Attendance of recruitment talks 58