mr. allan zeman
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Background
Starting a business in Hong Kong is not easy, especially for teenagers. They have to
adapt to the complicated business environment of Hong Kong, such as high rental
cost, limited human resources, and competitions in the industry.
We are the member of an organizing team of the Students’ Union in HKU Space Po
Leung Kuk Community College. In order to let students know more about how to
start a business successfully in Hong Kong, we have held a buffer dinner and have
succeeded in inviting Mr. Allan Zeman, Father of Lan Kwai Fong and Chairman of
Ocean Park to be our guest speaker. We hope to attract students to join this upcoming
event.
The buffer dinner will be held from 18:00 to 20:00 on 18 April, 2014 (Friday) in the
Harbourview Hotel in Wan Chai with about 200 people including lecturers and fellow
students. Participants are required to pay a fee of HKD$450 with a sponsorship of
HKD$150 per person supported by the Students’ Union and the College.
Background of Mr. Allan Zeman
Mr. Allan Zeman was born in Germany in 1949 and was raised in Canada. He had his
first job when he was ten years old and earned his first C$1 million at the age of 19.
When he was aged 20, he relocated to Hong Kong as he often travelled to Hong Kong
for work. In 1975, Mr. Allan Zeman founded Colboy International Group to import
cloths from Hong Kong and export them to Canada.
Due to the failure in finding a qualified western restaurant in Hong Kong that satisfied
his needs, Mr. Allan Zeman opened his own restaurant in Lan Kwai Fong in 1983 and
brought the whole block in the following year. This was an important step of starting
his business in Hong Kong. Because of the outstanding operations of his business, he
started to buy up properties in Lan Kwai Fong and developed it into a popular night-
life area in Hong Kong.
Mr. Allan Zeman was also the key person of Ocean Park. In 2004, he was invited by
the Hong Kong Government to be the chairman of Ocean Park. Due to his effective
management, the number of visitors of Ocean Park raised significantly and Ocean
Park become one of the Forbes magazine’s top 10 theme parks in the world.
In addition, the achievements of Mr. Allan Zeman made him appointed a Justice of
Peace in Hong Kong and he was also awarded the Gold Bauhinia Star and the Grand
Bauhinia Medal.
Run down (1)
Run down (2)
Buffet dinner:
18:00 – 18:30 waiting for students and lecturers
18:30 – 19:30 Allan Zeman’s Speech
19:30 – 19:45 15 min Q&A section
19:45 – 21:30 buffet dinner time and interaction time with Allan Zeman
Message1Send email to invite student to join the buffer dinner
Message2
Send email with poster to promote the exhibition
Exhibition
Introduce Mr. Allan Zeman to Students
Buffet Dinner
Guest Speaker: Mr. Allan Zeman
Message3
Send a thank you letter to Mr. Allan Zeman
Message 1
Objective of Communication Plan
To plan for a persuasive communication to students, we are able to attract students to
join the buffet dinner at 18:00 on 18 April (Friday) in the Harbourview Hotel in Wan
Chai. We also wish to persuade students to pay a fee of HKD450 with a sponsorship
of HKD150 per person supported by the Students' Union and the College. We hope
the students can be inspired by the successful story of our guest, Mr. Allan Zeman,
Father of Lan Kwai Fong.
Audience
Primary Audience: Lecturers and students
Secondary Audience: Students’ Union committees
Hidden Audience: Principal
Key Persons: Lecturers and students
Defining Our Credibility
The relationship between students’ Union and lecturers is quite good because the
lecturers usually have meetings or talk with us. Moreover, our rank in college and
expertise is medium because lecturers are our teachers and we need to listen to them
and respect them. Our image is good because the school may think that we have
ability to manage the Students’ Union. Our morality and fairness are close to the
lectures and the students because the purpose of attending the talk may be the same,
we all want to learn from Mr. Allan Zeman.
Enhance Our credibility – Lecturers
1.) Hold more meeting with the lecturers and share our values with them
The relationship between students’ Union and students is just recognizing them.
Although the relationship is so and so, the rank in college and expertise is high
because I am the committee of students’ Union. We are an organization can
communicate with the school directly. Our image is so and so because different
students have different opinions for our administration. The morality and fairness is
close to the students since we are also a student. We can understand what they are
thinking.
Enhance Our Credibility – Students
1.) Help students to obtain more benefits from the College to get a good reputation
and image
2.) Hold more activities to let students understand what we can do for them
Needs of Audience
Informational needs: Students and lecturers may want to know:
1.) Theme of the talk and what they can learn from Mr. Allan
Zeman speech
2.) Details of the activities, for example, time, venue, guest, date and fee
3.) Benefits that they can gain from the talk and the buffet dinner
Motivational needs: Emphasize the students’ benefits if they join the buffet dinner
1.) Get a sponsorship of HKD 150 for the buffet dinner
2.) Learn from Mr. Allan Zeman and see this successful person
3.) Get a 50% off coupon of Ocean Park ticket
Practical needs: We may prefer to use short and simple words because students may
want to obtain the information in an easy way. They have lots of
things to do and lots of classmates or lecturers send lots of emails to
them. Therefore, using short and simple words can prevent the
problem that students ignore the message if the email is too long and
difficult o understand.
Carrots: We want to attract the students to join this activity and we offer a coupon of
Ocean Park for each student and lecturers that joined the buffet dinner.
Choose an Appropriate Tone
Style tone: Conversational tone
Reason for choosing the tone:
1.) The relationship between our audience and us are schoolmates that our relationship
is not so distant. Therefore, the conversational tone is more appropriate than the
formal tone or casual tone.
2.) The nature of the matters is to invite students joining the buffer dinner which is not
too serious or too casual.
Communication Channel - Email
Reasons for the communication channel:
1.) The number of audience is large. Email is more effective to communicate with a
large amount of people.
2.) Student may need time to read the information and complete the attached
application form. Email does not require an immediate reply.
3.) Detailed information is needed in the communication. A written message is more
suitable then verbal message.
4.) Replies from large amount of students are required. An electric format of
application form is more convenient.
Composed Message – Invitation Email
To: “All students”, “Lecturers”
Cc: sucommiteewgh@hkuspaceplk.com.hk, sucommiteechn@hkuspaceplk.com.hk,
sucommiteefky@hkuspaceplk.com.hk
Bcc:principalwong@hkuspaceplk.com.hk
From: sucommiteenky@hkuspaceplk.com.hk
Date: 31 March, 2014
Subject: Invitation Letter for “Amazing dinner with Mr. Allan Zeman”
Attachment: Application from-Buffer dinner
Dear lecturers and students,
Every teenager has a dream, especially a dream about setting up a business. If you are
one of the teenagers that I have mentioned, what should we do in order to make this
dream come true?
Mr. Allan Zeman has a big success in his business. He is the Father of Lan Kwai Fong
and the chairman of the famous theme park, Ocean Park. You may start to wonder
why he can be so successful and also raise numerous questions about his stories.
Specifically, how did he start his first business in Hong Kong? Why did he choose
Hong Kong to be his starting point of business? How did he adopt the environment of
Hong Kong as a foreigner?
The Students’ Union is going to hold a buffet dinner on April 18 and we have invited
Mr. Allen Zeman to be our VIP guest and give a talk on that day. Mr. Allan Zeman
will speak on the topic of” How did Allan Zeman open his successful path in Hong
Kong”.
By joining the buffet dinner, you can inspired by the stories of Mr. Allen Zeman. It is
a rare and commendable experience that you can have a chance to talk with this
successful person face to face. Moreover, we offer you a sponsorship of HKD 150 for
the delicious buffet dinner. You can enjoy the higher-class buffer dinner in
Harbourview Hotel with a lower price. The most exciting thing is all participants can
get a coupon of Ocean Park ticket which offers a 50% off discount.
The details of the talk and the buffer dinner are as follows:
Date: 18 April, 2014 (Friday)
Time: 18:00-21:30
Venue: 2/F Ballroom, Harbourview Hotel, 1 Harbour Road, Waichai
Fee: HKD 450 with a sponsorship of HKD 150
Mr. Allan Zeman will give his speech at the start of the event. After that, there will be
a Q&A session for students and lecturers to ask questions. The buffet dinner will start
after the talk. You will have a chance to interact with Mr. Allan Zeman during the
dinner time.
I look forward to meeting you on that day. The application form for this event is
attached in this email. Students who want to join the buffet dinner please submit the
completed application form to Students’ Union on or before 11 April, 2014. Since
there are limited quotas, first-comer will be first served. The list of successful
applicants will be announced on board of Students’ Union on 14 April, 2014. For
lecturers, please show your availability by replying this email by 11 April, 2014. If
you have any problems or questions, please contact Ms. Ashley Ngan at 31231111 on
or before 11 April, 2014.
Best regards,
Ms. Ashley Ngan
Program Secretary of Students’ Union
HKU SPACE Po Leung Kuk Community College
Reply Message - Students
Application for “Amazing Dinner with Mr. Allan Zeman”
General Information
*Name (Chinese):
____ 陳大文 _______________
*Name (English):
__CHAN, Tai Man___________
HKID number:
___Y518525 (7)_____________
#Gender: □ Female Male☑
Date of Birth:
____12/5/94______(dd/mm/yy)
Age: _____19______
Student ID number:
___201215769______________
Course: _HD in Business (Accounting and
Financial Planning)_
#Year: □ CGS □ Foundation
2 □ 3☑
E-mail Address:
_taiman94512@gmail.com__________
Home Number:
___2658 5455______________
Mobile Number:
__9661_2478____________________
*Must be same as HKID card
#Please tick the appropriate box
Signature of Applicant:
____TAIMAN____________________
Date:
__1/4/2014_______________
Please fill in all information and return the completed application form to Students’
Union before 11th April, 2014.
The list of successful applicant will be announced on the broad of Students’ Union on
14th April, 2014.
Enquires: Ashley Ngan (3123 1111)
Reply Message - Lecturers
To: sucommiteenky@hkuspaceplk.com.hk
From: drkat@hkuspaceplk.com.hk
Date: 6 April, 2014
Subject: Re: Invitation letter for “Amazing dinner with Mr. Allan Zeman”
Dear Ms. Ngan,
I would like to join the buffet dinner on 18 April, 2014. Please reserve a seat for me
and tell me about the payment method of the buffet dinner fee. Thank you.
I look forward to meeting you and Mr. Allan Zeman on that day.
Best regards,
Dr. Kat
Lecturers
HKU SPACE Po Leung Kuk Community College
Possible Barriers in Invitation Email
1.) Information overload- The email may be too long and the students may ignore
some of the messages.
Solution 1: We can use simple and short wordings. If the email is short and simple
words are used, students may use less time to read the email and understand the
message more easily.
Solution 2: We can underline or highlight the important wording, the students can
easily see the details or objective of the email.
2.) The email may go to the junk box
Solution: Use the school intranet to send the email. We use the email account of
Students’ Union to send this email. It can lower the chance that the email
recognized as a junk email in school intranet.
Main points of the conversation in email:
1. Gets students’ attention and build up their interest by asking questions
2. Outline the direct and indirect benefits the lectures or students can get by joining
the buffet dinner and the talk
3. Outline the details of the buffet dinner
4. Tell the students that we looking forward to seeing them on 18 April, 2014
Details in Message Delivery
We decided to send the message 3 weeks before the event because it let students have
more time to make a decision of participating the buffet dinner or not and return the
completed application form to the Students’ Union. We decided to send the email
through the school intranet because it can ensure the email did not go to the junk box
if we use the email account of Students’ Union to send this email.
Message 2
Objective of Communication Plan
To plan for a persuasive communication to students, we are able to attract students to
join the Exhibition of Allan Zeman on 11 April - 18 April in the College Hall. We
wish students could have a basic understanding about Mr. Allan Zeman.
Audience
Primary audience: Lectures and students
Secondary audience: Students’ union committees
Hidden audience: Principal
Key person: Lectures and students
Defining Our Credibility
The relationship between Students’ Union and students is close because many
activities are held by Students’ Union and students join those activities through
Students’ Union. Thus, our relationship with all students is close. Moreover, our rank
in the College is quite high. It is because we are the committee of Students’ Union
and we are representing the College. Therefore, our rank must be high in the College.
Also, students trust us so that they join those activities which can show their
reliability on us. Furthermore, our expertise is high because many events are held by
Students’ Union so that we have enough experience to cope with any events in the
College efficiently. The image of Students’ Union is very attractive. Students’ benefits
must be the first priority for the Students’ Union. Also, we have strove the benefits,
rights and interests for the students. Finally, our morality and fairness are close
because every student has the same chance to apply our events.
Needs of Audience
Informational needs: Students may want to know:
1.) The time, venue and date of the exhibition.
2.) The details of the application for the event, such as the
deadline and the application methods.
3.) The purpose of the exhibition: Prepare students for more
details about Mr. Allan Zeman before the buffer dinner such
as his personal life, career and his contribution for Hong
Kong.
Motivational needs: Emphasize the students’ benefits if they join the exhibition
1.) Higher priority will be given to students who attended the
exhibition before the buffer dinner.
2.) They can learn from Mr. Allan Zeman through this
exhibition.
Practical needs: Comprehensive information in the invitation email of the exhibition
will be typed short and simple words. Also, a precise and concise
poster with picture by using bullet points can reduce the time for
students to obtain the information of the exhibition because they have
many school works.
Carrots: We want to attract students to join the exhibition and we offer higher priority
to students who attended the exhibition.
Choose an Appropriate Tone
Style tone: Conversational tone
Reason for choosing the tone:
1.) The relationship between my audience and me are schoolmates. Thus, the
conversational tone is more suitable than formal tone or casual tone.
2.) The nature of the matters is to invite students joining the exhibition before the
buffet dinner which is not too serious or too casual.
Communication Channel – Email and Poster through Intranet
Reasons for the communication channel:
1.) No response is needed.
2.) Detailed information is needed in the communication. A written message is more
suitable then verbal message.
3.) The target audience is the whole school. Intranet is more efficient to send the
message.
4.) Intranet allows the poster of the exhibition to be shown in the message. This can
attract students to join the activity.
Composed Message – Email and Poster through Intranet
To: “All students”, “Lecturers”
From: studentunion@hkuspaceplk.com.hk
Date: 1 April, 2014
Subject: Exhibition of Mr. Allan Zeman
Attachment: Application from-Buffer dinner
Dear lecturers and students,
The exhibition prepares students for more details about Mr. Allan Zeman before the
buffer dinner on 18 April, 2014, including his personal life, career and achievements.
Students who want to join the buffer dinner please download the application form and
return the completed application form to Students’ Union Office at opening hour on
or before 11 April, 2014.
Exhibition of Mr. Allan Zeman
Content:
Mr. Allan Zeman’s background and personal life
Career and business
Contributions and achievement in Hong Kong
Details:
Date: 7 April - 14 April
Time: 0900 – 2200 (Closed at 17:00 on 14 April, 2014)
Venue: 3/F College Hall
Reminder: The deadline of Buffer Dinner is on 14th April 17:00
Enquiries: 3123 1111 Ashley Ngan
Best regards,
Students’ Union
HKU SPACE Po Leung Kuk Community College
Possible Barriers in Invitation Email
1.) Audience may ignore the email in the portal
Solution: Ensure that the audience can receive the message by posting the
exhibition poster everywhere in college so that they will go to check the email if
they really want to attend the exhibition.
2.) Audience may have little time to read the email due to school work.
Solution: Write a precise and concise email by using short sentences and bullet
point.
3.) Lower priority of message may be given by audience
Solution: State clearly our identity and associate us with high-ranked
organization by using “HKU SPACE Community College Students’ Union” to
increase our credibility.
4.) Audience may reject our invitation
Solution: Forceful email can attract students’ interest.
Details in Message Delivery
We decided to send the message 2 weeks before the buffet dinner because we want
students to go to the exhibition and have a basic understanding of Mr. Allan Zeman.
Therefore, they may decide to go to the buffet dinner. We decided to stick the poster
in every classroom and board because it ensures all students can see the poster and
then attend the exhibition.
Message3
Objective of Communication Plan
To plan for a grateful communication to Allan Zeman to thank for being the guest
speaker of our buffet dinner on 18 April, 2014 in the Harbourview Hotel in Wan Chai.
Audience
Primary audience: Mr. Allan Zeman
Secondary audience: Students’ Union committees
Hidden audience: Principal
Key Person: Mr. Allan Zeman
Defining Our Credibility
Our credibility rank to Mr. Allan Zeman is low because we are just students and we
are low in expertise and our personal relationship to him is total stranger. However,
our image is good to him as we are students from the College that may attract him to
engage in the educational event. Our morality and fairness are very close to his as we
want to learn from him.
Enhancing Our Credibility
In order to enhance our relationship with Mr. Allan Zeman, we will present a
memorial flag as a gift to him in the event to show our appreciation . We associate
with our principal who is expert to enhance our credibility. Besides, we emphasize
what students learnt from his sharing and values to him.
Needs of Audience
Informational needs: Mr. Allan Zeman may want to know
1.) Our gratitude to Mr. Allan Zeman for being the guest of the
buffet dinner.
2.) What students learnt from him and showing our appreciation
of his achievements.
3.) Looking forward to have chance to meet him next time.
Motivation needs: Emphasize Mr. Allan Zeman’s benefits
1) Students admired the achievements of Mr. Allan Zeman and his
contributions to Hong Kong.
2) The speech was fruitful and all students were inspired and learnt
a lot from his sharing.
3) The event was successful and meaningful to students.
Practical needs: 1.) Considering the limited time of Mr. Allan Zeman, the letter need
to be concise and state the purpose clearly.
2.) Show our respect by using formal and respective language in the
letter.
Choose an Appropriate Tone
Style tone: Formal tone
Reason for choosing the tone:
1.) It shows our respect and sincerity to Mr. Allen Zeman
2.) The relationship between Mr. Allen Zeman and us is very distant. Therefore, using
the formal tone is more appropriate than conversational tone or casual tone.
3.) The nature of the matter is to thank Mr. Allen Zeman to be the great guest speaker
for our schoolmates, which is serious.
Communication Channel - Letter
Reasons for the communication channel:
1.) No response is needed.
2.) Mr. Allen Zeman may not have time. He can read the letter when he is available.
3.) Thank you letter requires a formal format. Letter is more suitable than email.
4.) Students’ Union may need a documented record of the communication to keep a
record for the buffet dinner.
Composed Message – Thank you Letter
HKU SPACE Community College
Students’ Union
5/F, HPCC Campus, 66 Leighton Road, Causeway Bay, Hong Kong
Tel: 3123 1111
www.hkuspace-plk.hku.hk
Mr. Allan Zeman
Lan Kwai Fong Group Head Office
20/F, On Hing Building,
No.1, On Hing Terrace
Central
Hong Kong
Dear Mr. Allan Zeman,
I am writing on behalf of the Student Union of HKU SPACE Community College to
thank you sincerely for sparing a time to give us a wonderful speech. It was our honor
to meet you. The event would be succeeded and became much meaningful because of
your sharing. Your story and sharing impressed our students a lot.
All students and lecturers were inspired and felt enthusiastic in operating a business
after your interesting and amusing speech. After your sharing, we now realize that it
is. We were admired by the effort and creativity you made in developing the business.
Expanding and leading the Lan Kwai Fong becomes a world-class entertainment and
top tourist attraction in Asia. Ocean Park also became one of the Top 10 theme parks
of the world under your operation. Besides, you are now being the member of
different organizations. We all appreciated with your contribution to Hong Kong and
integrating the different culture into Lan Kwai Fong. Your success is there for all to
see. Your story telling us “nothing is impossible” and encourage us to be brave to try
and pursue our dream. We did reap much benefit from your speech and motivated by
you. We would bear the things you taught us in mind and it would benefit students
throughout our lifetime.
Thank you very much again for being the guest of our buffet dinner and having a
wonderful night with you. We are looking forward to have another chance to meet you
in the next time.
Your sincerely,
Bonnie Hui
Presisdent
Student Union
HKU SPACE Community College
Possible Barriers in Thank You Letter
1.) Letter may be lost by post
Solution: Check carefully that the correct address of the office of Mr. Allan Zeman
has been written on the letter and send it by registered post to ensure that the
audience would sign after receiving letter. Also, write down our return address of
HKU SPACE Community College to notify us if the letter cannot be sent.
2.) Audience may have little time to read the message
Solution: Mr. Allan Zeman may be busy to deal with his work of Lan Kwai Fong
and Ocean Park. He may not have much time to read the letter. Therefore, we
write the letter clear and concisely.
3.) Audience may take our message as lower priority
Solution: State clearly our identity and associating us with high-ranked
organization by using “HKU SPACE Community College Students’ Union” to
increase our credibility.
4.) Language problem
Solution: Use formal writing to show our respect to Mr. Allan Zeman
5.) Inefficient communication
Solution: Ensure the audience receives the letter on time. To take it seriously and
showing our respect, we ensure that Mr Allan Zeman will receive it the day after
the buffet dinner.
Details in Message Delivery
We decided to send the thank you letter to Mr. Allan Zeman 1 day after the buffet
dinner by post.
Checklist Task Person(s) in Charge Completion
☑ Setting up the background
and Identify objectives
Done in lesson 3/3
☑ Analyze the audiences of the
messages and possible barrier
Done in Group
Meetings
7/3
☑ Write a flowchart for planning
of messages
8/3
☑ Choosing appropriate tone Ashley Ngan 15/3
☑ Choosing appropriate
channels
Hilda Kong 15/3
☑ Composing the email Bonnie Hui 15/3
☑ Production of poster Wing Cheng 15/3
☑ Composing the thank you
letter
Merci Ma 16/3
☑ Composing the application
form
Wing Cheng 16/3
☑ Revising all the messages Done in Group
Meetings
17/3
☑ Organizing the portfolio 17/3
☑ Revising the portfolio before
submission
18/3
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