COMM 2381 – STRATEGIC PUBLIC

RELATIONS PLANNING

ASESSMENT 3:

STRATEGIC PUBLIC RELATIONS PLAN for KOTO

DUE DAY: 17 September 2010

NAME: DOAN THI THU THUY

ID: S3220864

LECTURER: DOAN MAI ANH

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Table of Contents

1. Executive Summary.............................................................................................. 3

2. Koto Description................................................................................................... 4

3. Situational Analysis.............................................................................................. 4

3.1 Key Findings................................................................................................... 5

3.2 Problem/Opportunity statement...................................................................... 5

3.3 Critical success factor..................................................................................... 6

4. Objectives............................................................................................................. 6

5. Target public......................................................................................................... 6

6. Key message.......................................................................................................... 7

7. Strategy statement.................................................................................................. 7

8. Tactics.................................................................................................................... 8

9. Critical Path Plan................................................................................................... 11

10. Budget................................................................................................................... 12

11. Evaluation............................................................................................................. 12

12. References............................................................................................................. 13

13. Appendix............................................................................................................... 14

a. SWOT analysis................................................................................................ 14

b. PEST analysis.................................................................................................. 15

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Executive Summary

Koto stands for Know One, Teach One, is “a not-for-profit restaurant and vocational training

program that is changing the lives of street children, disadvantaged youth in Vietnam”, (Pham

n.d.). Koto has trained more than 300 disadvantaged youth and street children in Hanoi for over

10 years and been expand a new Koto (in Ho Chi Minh City) recently after the successful model

of the Koto Hanoi. As a new non-for-profit organization in HCMC which has not been well-

known by people in the South, Koto has met with some challenges in raising Koto’s profile as

well as increased restaurant patrons among business and office people in the city. Moreover, it is

essential that Koto would like to start a new trend among young people to be more socially

responsible and communicate the benefit of Koto’s activity as the outstanding model for creating

an opportunity to live a life of dignity and happiness. In order to attract the attention of young

people in HCMC to get the donation and build the long-term relationship with business people as

well, this communication plan aims to persuade that with the help to someone less fortunate, we

can provide the brighter future to youth in Vietnam.

Koto strategic plan came up with different controlled and uncontrolled media to achieve the

highest level of awareness of HCM citizens, and with highest level of engagement of business

people/organization toward the Koto activities in HCMC. Therefore, this plan is divided into two

steps: 1. attracting the awareness of citizens toward the presences of Koto Saigon; 2. Building

the long-term relationship with sponsors, from September 2010 to December 2011. However, it

is indeed a fact that Koto works as for any not-for-profit organization so they cannot afford

budget to do a big PR campaign. Over the next 15 months, tactics such as social media and direct

mail are expected to best communicate Koto’s message toward the targets. Additionally, to the

measure the success of communication objectives as well as the outcome of plan, the evaluation

part will be approved during and after the plan.

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Koto Description

As a non-profit organization (NPO), Koto reflects the belief that if you can have the ability to

help someone less fortunate, then you should help them and one day you will see that person be

in the same position as you to do the same for someone else; that is your greatest happiness.

Launched in 1999, Koto began with a small sandwich shop in Hanoi and now has grown to a

restaurant and having an internationally accredited (by Box Hill Institute, Australia) hospitality

program that gives some very special young people the start in life that everyone deserves (Koto

n.d.). From its beginning, Koto has a commitment that it works as a social enterprise where all

profits are invested back into the Koto’s project in Vietnam and for the trainees so they have not

implemented Public Relation campaigns to attract the sponsors as well as advertising for the

restaurant. Moreover, the purpose of Koto is quite clear that it creates a new trend among young

people to be more socially responsible through involving in Koto’s activities which is simple as

going to Koto restaurant for a meal as you are “eating good food for a good cause”, and call for

volunteers to become a part of Koto staff to raise fund and build the story about Vietnamese

street and disadvantaged youth. Every six months, KOTO takes around 30 young people (16-22

years old) off the streets or from extremely difficult life circumstances to educate and train.

KOTO training program lasts 24 months including the specialized area / bar and kitchen,

English, life skills program and then gain practical skills working at the KOTO restaurant.

Hence, in line with the expanding Koto Saigon in HCMC in 2010, a strategic plan is devised to

communicate the meaning of social enterprise model which is new, deal with Koto challenges

for its operations in HCMC, and look-for the support of people in the South in the context of

society has paid more attention to disadvantaged children. The strategic PR plan for Koto HCMC

is going to be implemented for the next 15 months (from September 2010 till end of December

2011).

Situational Analysis

Key Findings

In Vietnam, the concept of social enterprise is quite new and there has not supported from

Vietnam government’s policy toward these social enterprise model. Almost social enterprises in

Vietnam have to try their hard to overcome the difficulty to deal with the government policy as

well as the new concept to society by themselves rather than waiting for the support from

Vietnam government. However, in 2009, the first time in Vietnam, the program “Supporting

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Vietnam Social Enterprise/Ho tro doanh nhan xa hoi Viet Nam” was launched with the fund

supporting of the One Foundation (Ireland) and Centre for Social Initiatives Promotion (CSIP),

which is marked as the widely recognized the concept of social enterprise in Vietnam (csip

2010).

On Koto’s ambitious, the expansion its operations in HCMC, named Koto Saigon which is

represented a new development of Koto and guaranteed its desire in 3 aspects: “Crossing out the

complex feeling of street children; Erasing the complex of the employer; and Contribute to

confirm the quality of human resources and services sector on a rise” (doanhnhan 2009). Based

on Koto Vision that “wherever there is abandonment, neglect and abuse, we will be there”, Koto

has proved for community to know the fact that social enterprise model is enterprise for society

and contribute for the development of community effectively.

The fact shows that children is the future of nation therefore society has responsible to help them

as well as contribute to the development of country. Koto is just one of the first social enterprise

models in HCMC which develops both training center and restaurant for disadvantaged children.

They have met a lot of challenges when people in the South have some limited awareness toward

Koto’s vision “wherever there is abandonment, neglect and abuse, we will be there” (Koto

2009). Moreover, although Koto’s activities match with clear purpose and profile, it is necessary

for people to understand the concept of social enterprise model and what Koto does, because it

can maintain the long-term relationship with community.

Further, opportunity for hospitality program in Vietnam is developed and on the rise base on the

number of vulnerable group of children in HCMC who needs the care of society and the needed

skills to earn a living to have a better life.

Problem/Opportunity statement

Problem: Koto and the social enterprise model is new to people in the South, leading to

the lack of knowledge about Koto’s operations and the difficulty in attracting attention of

young people and business people to raise Koto’s profile on long-term, and gain the

support from people in the city as well.

Opportunity: Being one of the first Vietnamese non-for-profit organizations to offer

internationally accredited hospitality program for disadvantaged children, and the

opportunity of hospitality in Vietnam to develop this social enterprise model in long-

term.

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Critical success factors

In order to raise Koto’s profile among target public, those who will together with Koto

help disadvantaged children to change their life, we must communicate Koto’s vision to

community and clearly define what Koto want to do.

In order to gain support from target public of Koto, we must better communicate the

establishment of Koto Saigon will contribute to the long-term of social enterprise in

Vietnam, and also associate the benefit that sponsors can get.

Objectives

To achieve 80% understanding of target publics about Koto Saigon, organization

meaning through Koto’s activities by April 2011

To gain 70% of target publics recognize the presence of Koto in HCMC as well as agree

with the important role of social enterprise in HCMC by the end of October 2011.

To get at least 200 people in HCMC, who present their social responsibility through

involving in practice activities, go to Koto Restaurant for a meal as “eating good food for

good cause” after one week launching Koto Restaurant.

Target public

Young people in Ho Chi Minh City: expecting community in HCMC for those are easy to go

Koto and get support from them directly. They are divided into two groups:

Office people (aged 25-45): those who have middle income and have some knowledge

about the social enterprise model as Koto. It is expected to create a new trend to get them

more realize their social responsible through practice values as just go to Koto restaurant

for a meal.

Students in HCMC (aged 14-21): this group can support Koto following other methods.

They have the knowledge from school/university or some experiences about social

activities so that students can organize a plan or collect opinion to support Koto Saigon as

a fund raising event. Moreover, becoming a volunteer is also the way to represent their

interest toward social responsible. Students can teach the trainees dances, open an

English Club to create more chances for trainees practice English, etc. The benefit

students can get which is not money or physical value from Koto, but it is the cognition

about the social responsibility in real life.

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Business people or organization in Ho Chi Minh City, including people who are highly

perceive their responsible to society and understand their role to engage in social work, they

are identified as:

Those people who are an exclusive business people (CEO, Director) go to Koto

restaurant where make unique, classic environment to fit formal gathering or place to

meet with business partners.

Those organizations who understand their role toward social work as a part of their CSR

(Corporate Social Responsibility) activities, and it is considered a way that business can

strengthen their social status.

Between the two target public above, although the way they contribute to Koto is different,

each of them also play the same important role for Koto training center and Koto restaurant.

In general, their attitude concerning Koto’s activities is a crucial for Koto development

throughout Vietnam.

Key Message

To young people in HCMC : Koto believes in the right of every young person, even

extremely vulnerable young people, to live their life with skills, dignity and pride so Koto

calls for the social responsible of young people through their volunteer towards Koto’s

activities or just simple as go to Koto restaurant for a meal as an action of fund raising for

organizations.

To business people in HCMC : Koto believes that the support of sponsors and business’s

friend play a major role in changing a life of trainees and make a difference today, not only

for Koto training center in HCMC but throughout Vietnam and many other countries in

need.

Strategy Statement

Starting a new concept of social enterprise model among the target public in HCMC, using

controlled and uncontrolled media to create a new trend of social responsible behavior and call

for the involving in practice values based activities like Koto within the next 15 months.

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Tactics

Koto’s activities work by the different funding sources such as the profit from restaurant, the

support of social organizations or charity. However, while Koto Hanoi is now self-sustainable,

Koto HCMC will have to rely much on donations and sponsorships at this stage. Therefore, this

plan will be divided into two steps: 1. attracting the awareness of target publics toward the

presences of Koto Saigon; 2. Building the long-term relationship with sponsors, to build the

awareness of people in the city toward Koto in the long-term.

1. Attracting the awareness of target publics:

Using social media, websites with online activities to gain the awareness of young people in

HCMC because if they are using online, it also means they are using social media.

Hold online photo contest named “story about disadvantaged children’s dreams”. This

contest will be launched on Koto official website and promoted through social networks

such as Facebook, YouTube, Flickr, Caravat, WordPress Blog. These social media

networks will empower the visitors with actionable information in support of Koto

mission. For example, the contest asks the participants will get creative with Koto avatars

(impressive image about street children or disadvantaged youth), use images with only

some words to make a story to tell the others perceive the story through photo sharing

series which support for Koto’s vision. Three impressive stories of participants is voted

by Koto and other visitors, would be used to promoted for Koto’s activities and have the

changes to experience with extracurricular activity of Koto’s trainees and invited to visit

Koto Hanoi

The process of contest will be add to Facebook page and allows fan/non fan to post on

wall updates, photos, videos, and discussion

To convenience, it must be integrated other channels (such as Flickr) via FB fan tabs to

let people easy to follow the contest or just know to Koto’s activities through the pictures.

Additionally, it should start a discussion that will engage Koto Facebook fans and

leverage contests by hosting or joining one

While the contest happens, some video is used to transfer Koto messages to make sure

participants have more understood about what Koto does. Moreover, some supporter

photos could be involved in video

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Create the fundraising campaign organized with Facebook, Caravat (Business Social

Network in Vietnam), WordPress Blog. From this campaign, Koto can call for new staff

and volunteers for training center via these sites.

Use Facebook insights to get Koto’s activity and also shows the demographic data about

street children and disadvantaged youth’s life, which will help volunteers and people in

HCMC understand the meaning of Koto’s project.

Use the YouTube, Facebook to reflect Koto name in order to raise money or for

advocacy.

Through business social network in Vietnam such as Caravat or WordPress Blog where

office people or young people can discuss about Koto in HCMC and raise the Koto

profile among them. The more Koto’s story is discussed, the more fundraising for Koto

will be received from them.

To submit key blog posts & articles to Koto website and social news sites

The contest and fundraising campaign will help Koto find out the potential target as the

volunteers or new audiences for upcoming restaurant which will transfer from target’s

awareness to attitude and action. Throughout and after the contest happening, some key

blog posts would be posted on official websites as well as social new sites to let more and

more people in HCMC know the Koto Contest and aware to the presence of Koto in the

city as well.

The actual value of social media is that it is considered as leverages word-of-mouth. Then,

young people will spread this contest or Koto’s stories to their peers.

2. After 6 months using social media to gain the awareness of young people in HCMC

(estimate 70% of target public), then we will use the awareness of young people

toward Koto to grasp sponsors’ attention. The sponsors would get more benefits when

they donate/sponsors for Koto. Then, the long-term relationship will build with sponsors.

In this period of plan, the direct mail, invitation to attend Koto events, newsletter and online

activities will be used to develop the relationships with stakeholders and get the sponsors from

organizations in HCMC.

Direct mails about Koto training center and the launching of Koto restaurant in HCMC

will be sent to big company or social enterprises (such as Viettel, VNPT, etc.) or banks

(Techcombank, ANZ) to raise the Koto’s profile in HCMC and presents the expectation

for seeking funds for its operations in HCMC. Besides that, the mail should be presented

the communication plan about the Koto development and the benefit that sponsors would

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get for Koto donations as well. Moreover, the plan also straightly exposes two forms of

funding, including: money and their own materials (products of company – a way to

promote the sponsor’s brand name).

Newsletters, including background information of Koto targets at specific stakeholder

groups and sending stakeholders email to updates Koto’s information (Koto’s Contest,

fundraising or activities of Koto training center and restaurant)

Invitations to attend Koto events such as the launching of Koto restaurant; Koto

campaign including VIP dinners and presentations, the corporate hospitality program

activities such as face-to-face meetings, briefings and telephone contact.

Online activities: throughout the online contest and Koto Fundraising campaign, the

name of sponsors will be integrated as supporter photos which exist widely in channels

and promoted via Koto Websites, emails, social media.

In general, the initial concern of the sponsors is what benefit they can get from Koto.

Therefore, in the long-term, Koto has to show that they can attract the large number of young

people to their activities in HCMC and the sponsors will see that through donations for Koto,

their brand name is not only appear in Koto’s event but base on young people, they can get

more benefit; that is what sponsors need.

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Critical Path Plan

*Note: the launching of Koto restaurant is an assumption in December

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Budget

The amount of tactics for Koto strategic plan is insignificant to calculate. Except the fees from

agency or authority to implement Koto’s activities like fees for printing brochures, sending

newsletter or some fees for online contest moderations. The strategic plan can use some previous

materials of Koto to promote for Koto HCMC as the way to reduce the budget for new Koto

restaurant; some items could be rated like:

Research on local company and social enterprise 2,000,000 VND

Design & Printing brochures 5,000,000 VND

Websites management (updates Koto websites) 1,000,000 VND

Media monitoring with stakeholders 2,000,000 VND

Total Cost 10,000,000 VND

Evaluation

Objective 1: After April 2010, the number of participants join in the contest on social media sites

and Koto websites and the numbers of voters response sent to Koto, will be counted to measure

whether the target public understand the meaning of Koto’s activities or not. Base on that, we

could know whether the number of target publics is clear with Koto vision or its objective is

achieved or not.

Objective 2: Applying quantitative method, the paper survey will be delivered to conduct data

about a target public at the end of 2011 in order to get the feedback, target’s knowledge, opinions

and their beliefs toward Koto’s project in HCMC. Moreover, some online questions about Koto

Fundraising campaign when participants join in, will evaluated whether the number of

participants recognize the concept of social enterprise model and its role in society or not.

Objectives 3: The basic method to evaluate objectives 3 is count. In the first week of launching

restaurant, the number of customers will be counted when they go to Koto restaurant after the

first stage of awareness the social responsibility which is simple as go for “a good meal as a good

cause”.

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References:

Cimigo 2010, Urban Vietnam Internet Penetration hit 50%, viewed 12 September 2010,

<http://cimigo.vn/upload/pdf/releases/Cimigo%20NetCitizens%20Release%201%20EN

%20VN.pdf>

Doanhnhan 2009, “khi kinh doanh vi cộng đồng”, diendandoanhnghiep, 20 December, viewed

12 September 2010, <http://dddn.com.vn/20091218094147185cat45/khi-kinh-doanh-vi-cong-

dong.htm>

CSIP 2010, “giới thiệu về CSIP”, csip.com.vn, viewed 13 September 2010,

<http://csip.vicongdong.vn/news/view.aspx?newsid=15817014 >

Koto, Koto Hanoi , viewed 13 September 2010, <http://www.koto.com.au/index.php?

option=com_content&view=article&id=10&Itemid=6 >

Clips for social activities of Koto <http://www.youtube.com/watch?v=xw072_D9Ds8>

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Appendix

SWOT Analysis

Strengths Weaknesses

Take the advantage working model which is

successful in Hanoi.

Create the good channel to communicate in both

English and Vietnamese (Koto International)

Training center owns an internationally accredited

(by Box Hill Institute, Australia) hospitality

program to ensure that trainees will be recognized

globally as a leading hospitality training provider (

Koto 2009)

Although being a restaurant for student training, it

is also the way for Koto to do business.

Koto HCMC is supported by Koto International

and other reputation training partners in Australia

Have to rely much on donations and

sponsorships for organizations and

individuals at the first stage.

A new training course began in January

2010 so its success could not be measured

to evaluate Koto Saigon.

No advertising, PR or marketing activities

to promote the restaurant and training

center, Koto just operate naturally and get

attention of society through its success.

The difficulty of Koto Saigon in the

process of bringing the opportunities to

those who lose the belief in their life.

The cuisine’s price of Koto restaurant is

quite high which is not affordable for

everyone.

Opportunities Threats

The future development of hospitality in Vietnam.

Koto identity is recognized as successful social

enterprise model and concerned by Royal visit

(Koto 2009)

The first program “Supporting Social Enterprise in

Vietnam” was launched in 2009 with the fund

supporting of the One Foundation (Ireland) and

Centre for Social Initiatives Promotion (CSIP),

which is marked for the widely recognized the

concept of social enterprise in Vietnam

(csip.vicongdong.vn 2010).

The new social enterprise model to people

in the south so Koto faces with the

difficulty in seeking funds for its

operations in HCMC.

Koto is better known and supported by the

expatriate community in Vietnam rather

than local Vietnamese so it is challenged

for the development of Koto Saigon.

PEST Analysis

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Political Economic

There has not supported from Vietnam

Government’s policy yet except the first

program “Supporting Social Enterprise in

Vietnam” was launched in 2009 with the

fund support of the One Foundation

(Ireland) and Centre for Social Initiatives

Promotion (CSIP)

The attitude of people with middle and

high income donates their money to help

street children and poor children through

social activities such as public donations

for building the bridge or school for poor

children.

Social Technological

Koto honored by Royal Visited and the

donation from Australian girl by the

name of Eleanor Clapham through her

unique performance in opera which

proceeds to go to Koto

The support of Jetstar for Saigon trainees

to make Field Trip dream a reality and

the in-kind donation from the Hilton

Hanoi Opera for the value materials.

The youth present their social

responsibility through the volunteer for

Koto’s activities such as English

practitioners, dancers, etc.

The concept of social enterprise is still

limited and new in Vietnam but is on the

rise (csip.vicongdong.vn 2010).

Koto receives the support by expatriate

community in Vietnam rather than local

Vietnamese.

The potential advance of social network/

internet in Vietnam. The Cimigo

research reveals that Vietnam has been

one of the countries with highest internet

growth rates in the world and the number

of internet users in HCMC is 50% of

population of HCMC (Cimigo Online

Portal 2010)

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