© 2014 ibm corporation corporate service corp – casablanca, morocco experience ibm csc morocco...

© 2014 IBM Corporation

Corporate Service Corp – Casablanca, Morocco Experience

IBM CSC Morocco Team 5 – My Experience June 2014

© 2014 IBM Corporation2

Agenda

Corporate Service Corps (CSC) Approach Example of Deliverables Photo Gallery of My Experience Thank You


IBM Corporate Services Corps

The IBM Corporate Service Corps (CSC), often called a "business version of the Peace Corps"

addresses the 21st century context for doing business - emerging markets, diverse cultures, global

teaming, complex policy environments, cross functional collaboration and increasing corporate

responsibility expectations.

Since its launch in 2008, the Corporate Service Corps has had a positive impact of the lives of more the

140,000 people through skills transfer and capacity building. Many thousands more have been positively

impacted through the services of the organizations the Corporate Service Corps has supported. The

Corporate Service Corps program has sent over 2400 participants on over 200 teams to more than 30

countries around the world. The participants come from over 50 countries and have served communities

in Argentina, Brazil, Cambodia, Chile, China, Colombia, Egypt, Ethiopia, Ghana, India, Indonesia,

Kazakhstan , Kenya, Malaysia, Mexico, Morocco, Nigeria, Peru, The Philippines, Poland, Romania,

Russia, Senegal, South Africa, Sri Lanka, Taiwan, Tanzania, Thailand, Tunisia, Turkey, Vietnam, UAE and

Ukraine . The program continues to expand to new locations each year.


IBM Corporate Service Corps

Over 2400 IBMers from 50+ countries, have served in the Corporate Service Corps and Executive Service Corps in more than 30 countries.

*

Ghana Nigeria

S. Africa

Egypt

KazakhstanPoland

Romania

Sri Lanka

Corporate Service Corps

Executive Service Corps

Russia

Turkey

Malaysia

Indonesia

India

Thailand

Cambodia

Morocco

Brazil

Peru

China

Philippines

Kenya

Tanzania

VietnamMexico

Colombia

Argentina Chile

UAEBangladesh

Senegal

Taiwan

Tunisia

Ukraine

Ethiopia


Exposes IBM Performers to the 21st century context for doing business in emerging markets

1. Leadership development for the IBMers

2. Leadership training and development for the communities

3. Greater knowledge and enhanced reputation in growth markets for IBM.

Immersion in strategic emerging markets

Develop global teaming and cross functional collaboration skills

Exposure to diverse cultures

Empowers IBM employees as global citizens

Gain experience in complex policy environments

Outside of the traditional office

Problem solving in challenging & ambiguous environments

Value of the Experience


IBM declared growth markets Emerging or pre emerging Address societal, educational, environmental challenges

COUNTRY

Logistics Project planning In-country support

NGO PARTNER

Pre Work (3 Months) Preparation work completed virtually (training and meetings) Team building and skills development Established curriculum

In-Country (1 Month) Work at the intersection of business, technology and society Immersion in local culture (1 volunteer project for total team) Outside the office

Post Service (2 Months) Linkage back to the business Measurement and evaluation Reflect, learn and apply Internal and external presentations

EXPERIENCE

Roadmap for the Experience


Israel

Puerto Rico

India

Brazil Croatia

USA

10 Nations, a wide variety of job roles, 4 Sub-teams

JapanSwitzerland

CanadaHome Base in Casablanca

Casablanca IBM Corporate Service Corps – Morocco Team 5

France

4 Sub-teams ALCS: Association de Lutte Contre le Sida

OFPPT: Office de la Formation Professionelle et de la Promotion du Travail

SMIT: Société Marocaine d'Investissement Touristique

CHUIR: Centre Hospitalier Universitaire Ibn Rochd


Agenda

Corporate Service Corps Approach Example of Deliverables Photo Gallery of My Experience Thank You


What we learned about Office de la Formation Professionelle et de la Promotion du Travail (OFPPT)

OFPPT is in many respects a success story, starting in 1974 and growing 327 classroom locations and almost one million students

OFPPT has become a model with international reach to other African countries OFPPT is in many respects a typical government organization with a hierarchical

structure In order to support their goals for teaching more than one million students,

OFPPT sought a IBM’s help to define their communications strategy and consult on internal operations

IBM found that the OFPPT needed to – learn to clearly articulate their value– become customer-centric– improve the quality of courses and instructors– continually gather and act upon feedback.


Project Approach

Conduct kick off meetings Identify existing

documentation/resources Finalize scope / approach /

deliverables Identify and contact data

sources

Activities

Deliverables

Time

Conduct meetings with stakeholders Visit classrooms and expos Get access to student history Perform survey Capture / categorize findings Develop hypotheses

Initiate projectGather & synthesize data

Identify strategy design options

Develop recommendations

OFPPT Strategic Plan: ApproachApril 25 – May 23

Develop communications strategy

Develop recommendations for organization of Communications team

Review with Communications team

Review findings and recommendations with OFPPT

Revised SOW / project approach

Week 1 Report

Survey Proposed organization chart Mock-up of Communications

collateral Survey results

Strategy recommendations Organization recommendations Communication Plan Other recommendations

1 week

1 2 3 4

1 weeks 1 week 1 week


Agenda


Confidential Information 12

Recommendations

Use umbrella branding approach

Rebrand the levelsusing new terms

These are just examples

Universal Messaging examplesHelp improve Morocco’s standing in the worldAll jobs and sectors are important (Quote His Majesty the King’s speech)For Morocco, for You

S / Q

مؤسسة

T / TS

Distingué

NightSchool

EducationContinué

AdultTraining

EducationEnterprise

Confidential Information


Batiments et Traveaux Publics - Foundation

Build a foundation for your skillEnsure a stable jobProvide for a familyPromotion possibility with hard work and resultsChoice of job with today’s open job market

Abdel’s story:Abdel finished 9 years of school, and entered the OFPPT as a Qualification

student. After two years, he received his diploma and began working at a

construction site of the Morocco Mall. Within five years, he and his former

manager opened a construction business and have since been building

executive homes in the Maarif quarter of Casablanca.

Age: 23Father of two; married to Fatima

Yearly income: X,XXX dh

Building Morocco’s Futureofppt-info.com/btp

14

Flier mock-up

Confidential Information15

Youth Training

Mode Medium Current Practice Recommendation Focus

Direct Marketing

Emails

No direct marketing activity for prospective students

• Obtain contact information from conferences and school visits• Establish a database of prospective students email and contact info• Regularly send prospective students newsletter with application & event

dates

Shortterm

Phone calls

• Establish a network of current and graduate students to volunteer and call prospective students

• Use an OFPPT green number where student/prospective students questions can be answered

• Use an SMS system where students can send messages and receive answers

Midterm

Marketing Material

Success Stories

• Posters have been designed to include images of real people, but no stories have been included

• Current flyers are by level and by geography, no flyers by sector

• Include success stories from former students in flyersMidterm

Brochures/Flyers

• Target flyers by sector, by level• Use data to convey a message – include salary data, employment

percentages, etc.

Midterm

Internet

Websites OFPPT currently has both general and inscription websites

• Include events in the inscription website• Develop / publish incentives for prospective students– i.e. If apply by a

certain date, the application fee will be waived

Shortterm

Social Media

• Unified name for twitter, youtube, and Facebook

• On youtube can find some videos about different career paths within OFPPT, but no description or information on the site.

• Create an official OFPPT youtube channel• Frequently update media with current videos and provide useful info• Use Youtube and Facebook as means for internet based marketing• Develop OFPPT commercials for popular search terms in Morocco• Post published OFPPT articles online

Longterm

Mode Medium Current Practice Recommendation

Internet Social Media

• Twitter, Youtube, and Facebook

• Some Youtube videos

• Create an official OFPPT Youtube channel & have a dedicated podcaster

• Use internet-based marketing• Develop OFPPT commercials for search• Post published OFPPT articles online


Audience: the current and former students since 2010

Goal/Objective: In order to use real data in Communications – need to understand the quality and success of OFPPT from the view of the students, to discover new avenues for communication

Surveys delivered to over 230,000 email addresses / face to face in the event with EFE

Over 3,000 responses

Survey Questions & Results

How did you hear about OFPPT (Communications)

Top reasons one should choose OFPPT (Communications / Success)

Who has a job? Did OFPPT Prepare you? (Quality / Success)

Would you recommend OFPPT? (Communications)

What do you wish you had known before? (Communications / Quality)

16

Survey Introduction & results

Confidential Information 17

How did you hear about OFPPT?


Agenda



The team


The traditions


The food


The cats


The souks


Thank you for helping while I was out!

Baidehi Basu Samson M Prasad Rajeev KJ Rajanikanth Brijesh Sahasranaman Robindro Rao Nidhi Narang Veena Kannan Parimala Joseph Sunil Rokde My Transport and WPS Team

http://ibmcscmorocco5.blogspot.com

Thank you!!!

Merci!!!

شكرا

© 2014 ibm corporation corporate service corp – casablanca, morocco experience ibm csc morocco...

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