This report describe how the Telecommunication Comapny MTN COTE D'IVOIRE uses CRM as tool to manage its consumers and be socialy responsible.

1. MTN IVORY COAST RSE PROGRAM
MTN Côte d'Ivoire is a subsidiary of telecommunication group MTN GROUP (South African
company) present in 22 countries. MTN Cote d’Ivoire is the leader in the telecommunication
market in Côte d'Ivoire.
The company has set up a voluntary program initiated by the parent company MTN GROUP. In
this program MTN Cote d'Ivoire mobilizes its employees for 21 days each year in different
localities and cities in the country to carry out social and environmental actions for the welfare of
the communities.
MTN Cote d’Ivoire chooses new action topic per year in which it invests financially and
physically because nearly 700 employees are mobilized. The topic of action on which I chose to
work on is '' Investing in Education for All ''.

2. The action program of the year 2016 under the theme "Investing in education for all" was broken
down into 5 major projects.
1: Primary
School
construction
5:Digital
business
training
4: Learn the
basics of
calculation and
reading to street
seller
3: Librairies
Creation
for villages
2: Caravan
of reading

3. Among all the actions carried out by MTN in its 21-day citizen assistance program, we will focus
on action 1 which has had a more significant impact than other.
Action1: this action consisted of restoring and constructing additional classes in a primary school.
"Helping a primary school (EPP MARCHOUX) by building 6 new primary school classes and a
new kindergarten class." This action allowed MTN Cote d’ivoire to show its dedication and
involvement in school education.
MTN CI strategically selects low-penetration cities (fewer clients) to carry out actions during its
21-day citizen assistance program.
During the actions the MTN employees are housed in the villages, and cities in which they
operate. This allows them, among other things, to be in touchwith the people.
The company organizes games gives rewards to the populations, recharge cards, t-shirt, phones.
also it strengthen its presence by painting in its colors and logo (yellow blue white) the walls of
the new school built .

4. PRESS CONFERENCE:
- Before activities launch (21 days of citizen action) a press conference is organized by the
company with journalists. The aim is to keep the Ivorian population informed.
SOCIAL NETWORKS :
- all activities are shared on social networks via Facebook (FondationMTN Côte d'Ivoire),
Instagram, LinkedIn, Twitter). The inforamtions are relayed on the social networks by the
ashtag #YelloCare.
BLOGS:
- the company uses blogs to communicate via networks and inform about the actions
carried out. Example of blog : http://priscanad.com/plus-deleves-grace-a-mtn-ci/
FIRST TARGET : of the company MTN in creating this action is student and parents located in
non-developed regions in which the conditions of study and learning are difficult.
SECOND TARGET : is the entire Ivorian population, education is an issue that concern
Ivorian population, parents want their children to attend good schools and the State is taking
incentives improve school conditions. So by participating in this initiative the company MTN
touch all Ivorian population.
BRAND AWARNESS : After the program company increased in brand awarness, and over the
long term because people will never forget what the company has done for them, and schools
painted in MTN Cote d’Ivoire color will make out and remind them.

5. After actions MTN Cote D’Ivoire no longer manages communication efforts to remind people of
the beneficial actions they made. What I can propose for the constant monitoring of the actions
carried out is:
DURING ACTIVITIES
Population involvement : The company can involve the population in the actions by galvanizing
them, the aim will be to create major action, increase population experience and good word-of-
mouth communication from participants
AFTER ACTIVITIES
The creation of a platform: the special « 21 days of citizen action platform » will allow the
company to structure its RSE approach around the stakeholders. To share all the information
concerning the activities carried out and in progress, to collect the testimony of the populations as
well as their experience lived and comments .