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Public Relations Campaign
Girls ICT�
As part of du’s seasonal campaign, we were assigned to work on the “Girls in ICT day” initiative. This initiative, which is celebrated worldwide on the 4th Thursday in April, aims to empower and encourage women to take roles in the field of ICT.
Brief
Research Sufficient research within the past 15 to 20 years has shown that the role and presence of females in IT sectors worldwide is generally scarce.
Many factors prevent women world-wide from joining ICT field. These include: wrong perception of ICT and what it covers, socio-cultural factors, concerns over male dominance in the field and others as well.
Conducted a focus groups with Zayed university female students.
Main finding: Girls perceive ICT as boring and uninteresting.
Focus Group
Strengths: Weaknesses:
• Women are in many cases recognized as harder working than men.
• Women today are willing to participate in new things.
• International, government and private sectors support women to work in the IT field.
• Presence of important female role models in ICT.
• Lack of community knowledge about the IT career opportunities.
• The stereotypes of the job and how it’s designed for men.
• Wrong ICT perception is formed within females form a young age
Opportunities: Threats:
• It will change the states of women in society.• Educating women about IT as a field of study and
career.• Young women are willing to take risk and try new
things• UAE community is open to changes and is likely
to accept females as leaders in IT field.
• Socio-cultural factors and family pressure to prevent females form choosing IT.
• The already present gender gap.• Other majors and specializations are portrayed as
more fun and creative.
S W O T Analysis
Target Audience • Primary: Emirati Females
(concentrating on young females aging between 15-25)
• Secondary: Emirati females younger than 15 years old.
Objective • Forming a generation of Emirati
females who are willing to participate in ICT, by changing their perceptions and portraying ICT as an interesting field.
Objective
• Reaching at least 60% of our target audience within the next 6 months, with 5,000 Retweets on Twitter and Reposts 5,000 on Instagram.
Core message
ICT covers a wide range of fields that you, as an Emirati female, would love to participate in and enjoy.
Big idea
I See Trend
Strategy ICT fair (includes activities that show women how ICT
covers fields of their interests, and how they can combine their passion with ICT).
ICT Fair Venue: ADNECDate: 28 April 2016
Goal: Educate Emirati females on how ICT covers fields of their interests, and how they can combine their passion with ICT
Invitations: sent to various schools and universities (thorough campus announcements)
Food Services: ADNEC catering services
Target audience: Primary; Emirati Females (concentrating on young females aging between 15-25) and Secondary; Emirati females younger than 15 years old.
Activities and elements in the fair: Provided by sponsors such us IT institute and electronic retailors.
Extra organizers: student volunteers.
Social Media Campaign
Social Media Campaign
• Create a Hashtag #ICT_ISeeTrend
• Date: Mid February and last till the end of April.
• To engage our audience through social media, we will distribute #ICT_ISeeTrend cardboards to opinion leaders sponsored by du, and ask them to post pictures that show how ICT is a daily trend. By doing so, we hope to attract a wide range of people including our target audience to reach the objective.
• Outlets: Youtube (To post the video), Instagram and Twitter
(mainly to spread ICT_ISeeTrend Hashtag, engage the audience as mentioned in the previous point and post the video as well).
• ICT - I See Trend. (by using this we are hoping that Emirati women can see that ICT can be a trend and popular amongst them, as well as seeing the opportunities it holds for them.
Hashtag
Social media:• Creating Hashtag
#ICT_ISee Trend
• Posting our video on Youtube, Instagram, Facebook and Twitter.
Tactics
Flyers
Tactics
Flyers
• Includes explanation of ICT_ISeeTrend idea, fields that ICT covers, and our social media outlet
• Will be distributed in the ICT fair as well as posted on social media.
ICT Spring camps that includes fun and various workshops, to educate on what ICT education covers and includes. (Specifically for our secondary target)
ICT Spring Camps
Venue: Schools in Abu Dhabi
Date: March 27th – April 7th
Target audience: Students under age of 15
Activities: Various workshops that educate the target audience on the fields that ICT covers, to trigger their interest and change their perception of it as being a boring field.
• Women will be asked about what they think “trend” means. Depending on their answer, the video will move on to show how ICT fits in with their definition of trend. By doing so, we aim to make them understand how ICT covers topics of their interest and passion and can lead to forming the new trends among females.
Our Video
Storyboard
Student Name University - Major
Student Name University - Major
Student Name University - Major
Student Name University - Major
4 university students were
gathered to answer couple of questions
What does trend mean to you?
Dura%on: 4.0s Dura%on: *Depends* First Student
Dura%on: 4.0s
Dura%on: *Depends* Third Student
Dura%on: *Depends* Fourth Students
Dura%on: *Depends* Second Student
Dura%on: *Depends* *student Replying
Dura%on: *Depends* *Student Replying*
Dura%on: *Depends* *Student Replying*
Dura%on: *Depends* *Student Replying*
What do you think is the latest trend?
Dura%on: 4.0s
*Explaining the latest trend*
Dura%on: *Depends*
Dura%on: *Depends* *Student Reac%on*
Dura%on: *Depends* *Student Reac%on*
Dura%on: *Depends* *Student Reac%on*
Dura%on: *Depends* *Student Reac%on*
Dura%on: 6.0s
*LOGO*
Video• Place: Du, Zayed University.• Interviewees: Four ZU students
with different majors other than IT.
• Time: somewhere between morning and afternoon.
• The video will be shared through social media (Twitter, YouTube), advertise the video in instagram .
• Soundtrack: Spring in my step (no copy rights).
Press ReleasesReleased on various dates to announce upcoming actives such as ICT fair and ICT spring camp; remind our audience of our campaign processes.
Tactics
Time Table
Girls in ICT Time TableWeek of Jan. 31st Feb. 7th Feb.
14th Feb. 21st
Feb. 28th Mar. 6th Mar.
13th Mar. 20th
Mar. 27th April 3th April
10th April 17th
April 24th May 1st
Implemen,ng tac,cs
Pitch week
Social Media Campaign
Crea%ng accounts
Contac%ng social media influencers
Spreading #ICT_ISeeTrend
pos%ng our video
ICT Spring Camp
Choosing venue and organzing event
Press release announcing ICT spring camp
Event period
ICT Fair
Contac%ng possible sponsors
Choosing venue and organizing
Press release announcing ICT fair
Week of the event
Press release on ICT fair outcomes
Budget Research((((((((((((((((((((((((((((((((No(Cost(Student' research' on' the' topic' using' the'web'and'Zayed'University'databases''
Videography(((((((((((((((((((((((((No(Cost(Equipment:' using' du' lab/' equipment' or'using'our'own'cameras.'(Publicity((((((((((((((((((((((((((((((((((No(Cost(• Writing' Press' releases' and'distribution.'
• Aid'of'social'media'influencers.''
ICT(Fair((((((((((((((((((((((((((350,000(Dhs(• Venue'fee:'300,000'Dhs.'• Organizing'and'Catering:'50,000'Dhs.'• Activities' and' equipment:' possibly'provided'sponsors.'
'
ICT(Spring(Camps(((20,000Dhs(• Venue'fee:'No'fee'• Invitation:'Via'email;'no'fee'• Activities'and'workshop:'using'help'of'possible''• Sponsors;'extra'emergency'fee:'20,000'Dhs'
'
Paid(Media:(Flyers(((((((500Dhs(• Design:'No'fee'• Printing:'500'Dhs'
(((
Total(Cost:(370,500(Dhs(
(
Thank You
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