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This document contains a strategic campaign, which is framed basis brief received from The Global Head of Marketing Communications & Internal Communications at one of the leading global business process outsourcing company based, Mumbai, India. This docket features 3 (tactical programs and CSR initiative) to support the main strategic campaign. There are more such tactical programs and CSR initiatives that can be added /modified to support and/or enhance the main strategic campaign. The listed tactical programs and CSR initiatives mentioned in this document is subject to change.

Paul Sebastian Rosario Vasai, Mumbai, India

+91-98 33 11 07 23 [email protected]

Paul Sebastian Rosario | Confidential

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Client “Thought”

The Brief:

Client: Marketing Communications and Internal Communications

Department at one of the leading global business process

outsourcing company managed out of Mumbai, India

Campaign: Connote global culture under a single unified Brand

Objective: Build the location spirit thus enhancing the organization spirit

Duration: 3-6 Months

Scope: All global offices across Americas, Europe, Africa, Asia Pacific &

Middle East

Target Audience: Each and every person of the organization

Employee Strength - Over 21,000 Globally:

47% General & Administrative Function,

23% Research & Development,

21% Sales & Marketing,

9% Executive Leadership

Age Groups:

Frontline: Between 25 and 27 years

Senior Positions: Between 27 to 40 years old

Source: company website & slideshare.net


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Company Overview:

The BPO, established in 1996, is a leading global business process solutions

company.

It offers business value to 200+ global clients by combining operational excellence

with deep domain expertise in key industry verticals, including Travel, Insurance,

Banking and Financial Services, Manufacturing, Retail and Consumer Packaged

Goods, Shipping and Logistics, Healthcare and Utilities. It also delivers an entire

spectrum of business process outsourcing services such as finance and

accounting, customer care, technology solutions, research and analytics and

industry-specific back-office and front-office processes.

Footprint:

It has delivery centers world-wide, including China*, Costa Rica, India, the

Philippines, Poland, Romania, South Africa, Sri Lanka, UK and US.

*Services delivered through local partnership

Differentiators:

Client-centric Approach

Technology-enabled BPO

Vertical Approach


Company Logo


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Offering:

BPO is engaged in providing offshore business process outsourcing services. The

key services of the company are:

Business Process Outsourcing (BPO) services

Data Services

Voice Services

Analytical Services

Client Processing Services

These services, it has further bifurcated into two sections namely; Industry

Focused Solutions and Cross Industry Solutions.

Competitors:

Infosys

Tata Consultancy Services

Firstsource

ExlServices

Accenture

Genpact

HP

IBM



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The “Campaign”

Background:

Brand is the promise made to the market place and to the customers it serves. Culture being an integral part of the brand is the set of actions, through which the employees and the company, bring the brand to life. It speaks of the character of the organization, the value system, serving as a corporate citizen exemplifying the way it treats its own people. The brand and reputation is viewed as complementary. Consumers look for more than just a brand. They want a relationship with the concerned company. They want to know the Who, What and How the company is involved in the various communities. Thus, culture is the connective tissue to reputation. And a strong culture is the one that has a strong set of beliefs, values and behaviors around something important. The company, with its network of 31 global delivery centers respond to needs for language, cultural alignment, redundancy and 24/7 operations. Across its global delivery centers, employees use common methodologies, tools and assets to deliver services seamlessly to clients. There are over 21,000 employees working globally with diversified backgrounds under the brand. The endeavor of this campaign is to cultivate a philosophy of “People ->Service-> Profit” Simply said, when we have satisfied & motivated employees, they in turn keep our customers satisfied with best-in-class service. In return, these satisfied customers give us continued business to make profits. It’s a cycle that must be sustained by the company as a long term growth strategy.


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Title: “Unity in Diversity”

Initiative

As the title suggests, it is a campaign that can be initiated via tactical programs and Corporate Social Responsibility (CSR) initiatives across all offices - Globally. Note: This strategic campaign document contains only 3 tactical programs & CSR initiative to support the main campaign “Unity in Diversity” initiative.

Campaign Objective:

The campaign is framed based on 3 core strategic objectives of the firm. It also focuses on being an inclusive brand united under a single brand name – going forward:

1. Provider of Choice - For Customers 2. Investment of Choice - For Shareholders / 3rd Party Vendors 3. Employer of choice - For Existing and Future Staff

The above core strategic objectives are all strongly related: satisfied employees lead to satisfied customers, on whose loyalty the commercial success of the company rests. The strategy closely knits the business needs of the BPO - globally. The progress made towards the 3 objectives is the measure of success of the campaign strategy. Various tactical programs & Corporate Social Responsibility (CSR) initiatives can be deployed at the Centre level in a planned manner in order to sustain the broader strategy of “Unity in Diversity” campaign over a period of 3-6 months. This is however subject to change basis the dynamic business needs in an ever changing global market place.


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Evolving role of the

Communications Team and

Measuring Value of Employee

Communication Campaigns:

In today’s dynamic business scenario - a communications professional inside a company needs to be a counselor, a strategist, a partner and a problem solver to the internal clients — much more than someone who just writes good copy, gets an email out or runs a good meeting. Clients are now in a much more complex environment. They need to have a partner who can help them think through all these issues and get outcome-based results.

The communications professional of today, has to have a much broader set of skills. They need to be strategists. They need to be well versed in research and applying that research. They need to be able to negotiate and be persuasive. They need to have strong business acumen, know how to run a project, know how to build coalitions.

Organizations must have a robust research tools to try to understand loyalty, pride, engagement and how its employees view its reputation. A proud employee is going to be a loyal employee who will go above and beyond.

It should be the endeavor of the Communications team to try and connect these researches to its external reputational research. It is important to see if there’s any correlation between how employees feel about these issues versus external stakeholders. The research should be actionable, and outcome-based.

Employees should be ambassadors of the brand. The more informed they are, the more motivated they are, the more connected they are and the more likely they are to be ambassadors.

Thus, the Communications team must optimize use of integrated marketing communications mediums at its disposal to push various commercial and non-commercial messages to its stakeholders in a creative yet effective campaigns and/or initiatives across the organization.


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Target Group & Scope:

Our approach will be simple and global. We classify our Target Group into two: Internal Customers: Employee(s) & 3rd Party Vendors External Customers: Investors, Analysts, Government & Educational

institutions, Media, Employee(s) Family Members, etc.

Tactical Programs & Corporate Social Responsibility (CSR)

Initiatives:

The BPO offices is an extended home for its employee(s), and it should be the

endeavor of the Communications team to work closely with Business Leaders and

Human Resources - Business Partners (HR-BP) to provide innovative solutions to

keep its employees stress-free and work unaffected from any possible burn-outs.

The tactical programs and CSR initiatives are framed and deployed so that it

connects people & business to the 3 core strategic objectives of the organization

and also encompasses the main campaign - “Unity in Diversity” Initiative.

A few tactical programs and CSR initiative is detailed below:

Contd...


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Continued from previous page…

1. Program: BPO - League of Super Heroes

I. Duration: 90 days (3 months)

II. Target Group: Internal Customers (Employees)

III. Scope: Across all BPO global offices

IV. Objective:

a. Support Business growth at the Country level – Business Leaders to

identify business parameters that need immediate attention for

example: Customer Satisfaction, First Contact Resolution,

Productivity, Revenue, Service Level, etc.

b. At the Global level – The business parameters at country level should

contribute positive growth back to the organization at large.

c. Empower people to be part of the organizations growth. Reward and

recognize their contributions both at the Country level and Global

levels.

d. Cultivate a feeling of Pride through personal contribution and instill

the spirit of Diversity across the organization by recognizing cross

cultural groups working in dynamic business environments.

e. This program links the 3 core objectives to the organization by

making it a…

i. “Provider of Choice” to clients

ii. “Investment of Choice” to shareholders / 3rd party vendors

iii. Also, satisfied employees will feel proud to be associated with

the BPO brand making it the preferred “Employer of Choice”

under this program.

V. Communication:


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a. HR-BP’s will be given branded

“League of Super Heroes - Tool

Kits” to support seamless

rolling out of program.

b. Communications team will roll

out off-line & on-line collaterals

to promote the “Unity in Diversity” Campaign with link to “BPO

League of Super Heroes” program.

VI. Modus Operandi:

Phase Period Eligibility Rewards & Recognition

1st Wave Day 1 to Day 30 Weekly winner(s) 1. Tickets to Movies, Live performances, Dinner/Shopping Vouchers, etc.

2. Mailers with Winners photos and names.

Winner for 4 Consecutive Weeks – titled as “BPO Heroes” in the 1st Wave

1. Two Weekend Off for two consecutive weeks

2. Customized Heroes Bronze Badge

3. Newsletter carries success stories of “BPO Heroes” in Newsletters

2nd Wave Day 31 to Day 60 Weekly winner program continues 1. Tickets to Movies, Live performances, Dinner/Shopping Vouchers, etc.


Contd...


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2nd

Wave Day 31 to Day 60 Winner for 4 Consecutive Weeks – titled as “BPO Heroes” in the 2nd Wave

1. Two Weekend Off for two consecutive weeks.

2. Customized Heroes Bronze Badge.

3. Newsletter carries success stories of “BPO Heroes” in Newsletters.

Winners of 1st Wave and 2nd Wave – titled as “BPO Super Heroes”

1. Fixed Shift for entire month.

2. Customized Heroes Silver Badge & Photo framed Poster to take home to family.


3rd Wave Day 61 to Day 90 Weekly winner program continues 1. Tickets to Movies, Live performances, Dinner/Shopping Vouchers, etc.


Winner for 4 Consecutive Weeks – titled as “BPO Heroes” in the 3

rd

Wave

1. Two Weekend Off for two consecutive weeks.

2. Customized Heroes Bronze Badge.


“BPO Heroes” of 1st 2nd & 3rd Waves get nominated in to the “League of Super Heroes”

Winners get to be part of 30 days BPO International Exchange Program and work with project teams across BPO global centers.


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2. Program: BPO – “Business Catalyst”

Award

I. Duration: (6 months)

II. Target Group: Internal Customers – 3rd Party Vendor’s staff from IT,

Housekeeping, Chauffeurs, etc. supporting daily BPO business needs to

conduct seamless operations.

III. Scope: Across all BPO global offices.

IV. Objective:

a. Encourage 3rd Party Vendors and their staff to meet and exceed

agreed Service Level parameters.

b. Empower Vendors staff to advice BPO with cost savings initiatives

and hence make them part of the growth story.

c. Reward and recognize their contributions to BPO.

d. This program will be inclusive in nature since even outsourced

vendor staff supporting the BPO growth story will become an integral

part of the One BPO culture.

V. Communication:

a. Departmental Heads will be given branded “Business Catalyst Award

- Tool Kits” to support seamless roll out of program.

b. Communications team will roll out off-line & on-line collaterals to

promote the “Unity in Diversity” Campaign with link to “Business

Catalyst Award”.

VI. Modus Operandi:

a. Vendors and their outsourced staff will be made aware of the

coveted “Business Catalyst Award”.

Contd...


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b. During the 6 months program –

regular structured meets with

3rd party vendors and their staff

to review their service level

parameters and whereby the BPO will also solicit their

ideas/suggestions on various cost saving initiatives, which will decide

the “Winner” amongst all the approved 3rd Party Vendors of the BPO.

c. At the end of the 6 months program, a felicitation ceremony will be

held to recognize the individual staff who supported meeting agreed

service level parameters along with their supervisors and Managers.

d. Special Trophies and Citations will be handed out to vendors who

have given the BPO innovative ideas/suggestions on cost saving

initiatives to be rolled out at the BPO at local and/or global level.

e. All BPO approved vendors supporting internal business needs at BPO

offices will be eligible.

f. Example of Vendor outsourced staff: Computer and Peripheral

service providers, Printers and Designers, Trophy and Plaques

vendors, Stationery vendors, Transport Supervisors + Chauffeurs, IT

support team, Housekeeping support team, etc.

g. This program would meet the core objective of being the preferred

“Provider of Choice” by the BPO clients. Also, satisfied 3rd Party

Vendors will feel proud to be associated with the BPO Brand as being

preferred “Investment of Choice” under this program.


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3. CSR Initiative: BPO “Student Business

Leader”

I. Duration: (1-3 months)

II. Target Group: External Customers

e.g.: Students in Business Schools

and Undergraduate Programs.

III. Scope: Across all BPO global offices.

IV. Objective:

a. Encourage and empower future employees studying in

Undergraduate & Management programs to get a chance to enhance

their careers by enrolling themselves into BPO “Student Business

Leader” initiative and get a chance to work with professionals at BPO

having deep domain expertise on various projects.

b. The core business objective of engaging this Target Audience will

make BPO the preferred “Employer of Choice” with budding

managers and/or staff.

V. Communication:

h. HR-BP’s will be given branded “BPO Student Business Leader - Tool

Kits” to support seamless roll out of program.

i. Communications team will roll out off-line & on-line collaterals to

promote the “Unity in Diversity” Campaign with link to “BPO Student

Business Leader” initiative.

VII. Modus Operandi:

a. Under this initiative, students will be recruited via psychological tests

to match the basic skill & competency requirements of the Projects

that are critical to the Research and Development initiatives at the

BPO.

b. These students will be continuously mentored & motivated by

identified seasoned professionals to provide innovative solutions to

the complex business needs at the BPO.


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c. Students successfully

completing their internship at

the BPO will be awarded “BPO

Student Business Leader” with

customized Citations & badges.

d. These students will also get

preferred status in case they want to join the BPO post completion of

their graduation.

4. Other Programs & Initiatives linked to the 3 Core objectives:

I. BPO Day at Work (For Spouses & Family members)

II. BPO Reserve Task Force (Part-time & Flexi work schedules for House-wives

and Students)

III. BPO Volunteer Hours (Employees contribute their time to social causes

related to installing primary computer labs & class-room environment in

rural villages)

IV. BPO Sports Rally for Physically & Learning Disabled people (Encourage and

support various sports initiatives for physically & learning disabled

children/adults at the community levels)

- End -


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