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 Table of Contents Part A.. 3 Situation Analysis. 3 Part B. 3 Part C. 3 Part D.. 3 Part E. 3 Part F. 3 Appendix A.. 3 Appendix B. 3 Appendix C. 3 Appendix D.. 3 Appendix E. 3 Appendix F. 3            SWAP Communication Plan
Part A Statement of Corporation Purpose SWAP is a not for profit company that helps Canadians live and work in other countries.  Originally named the Student Work Abroad Program (SWAP), they changed their name to SWAP Working Holidays so all non-student youth would to be able to participate in the program.  They have been in operation for over 30 years, and have helped thousands of young Canadians to plan working holidays.  Through SWAP you are able to experience another culture in a more in-depth way than just passing through on vacation. SWAP’s mission is to assist young Canadians with their travel and work aspirations.  They have been a part of over 45,000 Canadian’s working holidays. SWAP is owned and operated by the Canadian Federation of Students and they are also a part of the Travel CUTS organization.  Because it is not for profit, any revenue generated helps to fund new and innovative programs and services. Situation Analysis Overview of The issue Being a not for profit organization limits the funding that can be put towards advertising and education about the opportunities presented through SWAP. Not many students and young Canadians know about the SWAP program, and don’t utilize the opportunity to travel and work and experience the world.  Even though it is the most popular exchange program in Canada, it is still does not have a high public profile. The organization SWAP has been very successful in assisting interested parties in travelling to other countries and gaining employment there.  Their hindrance is that either people don’t understand the details of the program, or they haven’t heard of SWAP. SWAP’s greatest communication medium is their website.  It has many links to all the information a person could want to know, and needs to know in order to become involved in the program’s opportunities.  Not utilizing other communication mediums limits the effectiveness of their organization, but provides opportunities for new outreach programs. Because SWAP has been successful with the people that have been involved, they have a very positive reputation.  This is an opportunity for the organization to build on an already strong reputation and educate and interest more people in SWAP because of its success. SWAP is a unique organization in Canada.  Most exchange programs in Canada are for students to be able to spend time in another country for a summer, or for academics, but not to work.  All encourage the understanding of other cultures, and highlight the positives of global interaction for Canadian youth. Competitors are such programs as: Rotary Youth Exchange, AFS International Programs, and Canada World Youth. However, because these organizations are more focused to students traveling for the summer months, or for education purposes, SWAP is able to attract other markets. The publics The key public relating to SWAP is Canada’s youth, men and women between the ages of 18 and 35 (depending on the destination country and the restrictions set by their government.) The main characteristics of this public is that the majority want to see the world, and are interested in working in other countries, rather than just visiting them.  Opportunities SWAP has the opportunity to: ·         Educate a larger number of Canadians about SWAPs exchange program o   By increasing the number of youth that know about the SWAP program, the number of applicants will increase.  This will increase gives SWAP the advantage of being able to use these travellers experiences for promotional purposes, and also will increase their public awareness. ·         Interest more students through outreach programs o   Students are the right target audience to encourage world travel after graduation.  As well, it is a benefit for them because they have the ability to live and work in another country, expanding on their education.  ·         Utilize different communication mediums o   As of now, the main communication medium for SWAP is their website, they have the opportunity to expand and use more communication tools, such as Facebook, YouTube, Flickr, as well as more traditional mediums such as commercials, PSAs, and print ads. ·         Expand the services they offer o   When a person signs up for SWAP, they are giving the information they need and discount flights to their destination, but they are not giving a job or place to live, only the information needed to find both.  SWAP has the opportunity to work more closely with the businesses and real estate and have jobs and places for the students to apply to before they fly overseas. Timeframe The timeframe for the implementation of this campaign will be six months.  The campaign will begin in December 2008, and finish in May 2009, in time for students to apply for the program. For more detailed Timeline see Appendix A Budget The estimated budget for this campaign is $37,600.For a more detailed budget statement see Appendix B.Part B Goals Reputation Goal � Increase the public awareness among Canadian youth about the opportunities SWAP offers. Task Management Goal � Develop new outreach strategies to target Canadian youth. Relationship Goal � Build stronger relationships between SWAP and its clients.  Position Statement SWAP is a trusted exchange program that provides Canada’s youth with the opportunity to live and work in another country, to gain exposure to other cultures, and to gain a world of experiences. Objectives To achieve the reputation goal the following objectives should be obtained: ·         To increase awareness of the SWAP exchange program by 50% in post-secondary students within 6 months of the campaigns launch measured by increased applications of youth ages 18-25. To achieve the Relationship Goal the following objectives should be obtained: ·         To have an effect on action, specifically, to maintain a positive behaviour of the clients of SWAP, in order to use their positive experience to promote the program through website, PSA and print ads, measured by increased interest in SWAP through emails and phone calls to the organization within 6 months of the campaigns launch. To achieve the Task Management Goal the following objectives should be obtained: ·         To create and implement outreach programs to bring more attention to the SWAP program for the campaign launch, to be developed 2 months prior to the campaigns launch.  The outreach programs will be implemented at the beginning of the campaign, and there success will be measured through increased interest and applications within 3 months of the outreach programs implementation. Part C Strategies The strategies for SWAP would be proactive because there hasn’t been any negative press associated with the organization for them to have to counter. Special Events � SWAP needs to reintroduce itself in a positive way, and an event could get that exposure.   SWAP could use a special event to celebrate a milestone such as 50,000 students being a part of the program, or 35 years in service.  This could generate a lot of media exposure for SWAP, and not only reintroduce the organization to the public, but show that because they have already established a solid base, they are an organization that is strong, reliable, and enduring. Organizational performance � The organization needs to ensure that it is running at its highest level of quality so that when new people become involved in the program, they are getting the most they can from SWAP.  SWAP will have to conduct research to see what more they can do to facilitate the transition for Canadians to live in work in another country.  They can do this through customer feedback.  It’s not possible for any organization to be perfect, and a great way to indicate what areas need more attention is through customer feedback.  This will highlight the areas that are working well, and what areas need improvement.  As well, it could introduce new ideas that haven’t been thought of already. Audience Participation � With SWAPs target audience being students, they could use audience participation as a tool to gain more interest.  This could be done by having students go to the SWAP offices and helping others plan their trips, or sending students on a brief trip somewhere to document what it’s like living and working somewhere foreign, and how SWAP helps with the transition. This would all tie in with publicity. Publicity � SWAP could utilize the media created through the special events, and the audience participation, but as well, SWAP can put out public service announcements about what SWAP is, and what they do, they can advertise to their target publics, and they can create media releases about their organization. Newsworthy information � SWAP has the potential to research the impact their clients have on the world economy, and also how travelling and working in foreign countries make SWAP clients more innovative and skilled workers in their home country. Partnerships � SWAP could benefit greatly from partnering with post secondary schools to encourage students to use SWAP as a means to travel and work.   Partnerships can create more opportunities for both organizations involved.  Part D Umbrella Theme The over arching theme of this campaign is world travel increases your knowledge, your life experiences, and your chances of being a more understanding person.  The over arching slogan is “Through SWAP you can discover the world, and yourself!” Key Publics Students are the primary target of this communications plan because they are the target clientele for the SWAP program.  It is students who use the program to travel and work in other countries, therefore, they are our key public because we want to attract more students to SWAP and educate them on how SWAP can help them see the world.  Although SWAP does have clients that are no longer students, between the ages of 25-35, the largest group of SWAP users are students between the ages 18-25. Media is the intercessory public of this communications plan because they will be an essential element to getting the key messages across to our primary target audience.  Through the media, the primary target can become more aware of SWAP, what the organization does, and how they can become involved. Campaign Spokesperson Cameron Diaz � Celebrity/World Traveller Cameron Diaz is a well known celebrity who has travelled the world and who has experienced as much as the world can offer.  But she has also seen the world in less luxurious ways then you might think a celebrity would.  In 2005, MTV and Cameron Diaz travelled to remote destinations on a TV show called “Trippin’”.  She travelled with fellow celebs such as Drew Barrymore, Jessica Alba, and Jimmy Fallon, and they went to educate viewers about wildlife and the environment.  Cameron understands the importance of travelling to places, and using those experiences to educate and better yourself.   She is also very popular with the key demographic of Canadian Youth between the ages of 18-25.  As well, because she is very attention getting, the media will be attracted to her as a spokesperson. An example of a commercial with Cameron Diaz is in Appendix C Key Messages Message one � “Expand your horizons! See the world through SWAP.” By becoming more knowledgeable about other cultures and other ways of life, you will be more understanding of different views and ways of thinking. Message two � “They say you never stop learning, SWAP will help to enhance your education!” Anyone can read about something and learn the facts, but until you physically are a part of it, you can’t really learn to the greatest potential.  By learning different processes from foreign businesses, you will become an essential asset to business in Canada because you can apply new and different tactics to situations. Message three � “The world is yours to discover! SWAP will help you start your journey!” When students travel, they are able to see the world and gain more experiences then they would by staying in Canada.  Through this they have the potential to look outside the smaller picture, and see more possibilities. For different print ads with these messages see Appendices D,E, and F. Part E Tactics For each of the 6 strategies created to help achieve our three goals, there are 3 tactics.  Each tactic includes information about the tactic, the public or publics involved, how it relates to the objectives, and the estimated budget.   Strategy 1: Special Events Tactic 1:   Open House at the SWAP headquarters that allows Canadian youth the chance to come talk to the people who work for SWAP, see the program firsthand, and meet with people who have gone through the SWAP program, and get to see all the different services, and places that are connected with SWAP.  The Open House will be open to all interested parties, with an emphasis on youth ages 18-25.  This tactic will help to reach the awareness objective by increasing the awareness of the SWAP program among that age group.  The estimated cost of this Open House will be $1000 for signage, and small giveaways. Tactic 2: Launch of campaign media event, meaning a press conference at SWAP headquarters.  Inviting the media to come out and learn about what the SWAP program is about and how they are going to start a campaign to bring in more clients. This creates a buzz and will hopefully generate news stories about SWAP and its services.  The main public for this event will be the media, as we want them to get the information and pass it on to our primary public, Canadian youth.  This also works to achieve the awareness objective.  The estimated cost is $200 for refreshments. Tactic 3: Campaign Event Launch with Cameron Diaz.  Hold a party in downtown Toronto, ON, featuring Cameron Diaz, introducing her as the spokesperson.  This event will be a gala event, with invitations being given away to youth that pay the fee of $50 per ticket, with only 300 tickets being sold.  To attend the event, persons would have to pay $50, plus their own travel and hotel expenses, they would get to attend dinner and presentations with Cameron Diaz, and the SWAP team. Our intended publics for this event are youth between 18-25 and media, as the youth will be the interested parties in meeting Cameron Diaz and learning about SWAP, and the media will generate more attention and coverage for SWAP and its campaign.  This also will help to achieve the awareness objective.  The estimated budget for this event is $10,000 with a total of $15,000 being generated by ticket sales. The remaining $5,000 will go to fund various other tactics. Strategy 2: Organizational Behaviour Tactic 1: Survey past clients.  Send out a survey to all clients that have been a part of the program to get their feedback on different areas in which SWAP does a good job, and which areas need improvements. The public we wish to reach with our survey is our past clients.  This will help to reach our action objective, by maintaining a positive behaviour of the clients of SWAP.  The estimated cost is $900 for printing of the surveys, and the cost to mail them out with pre-paid postage. Tactic 2: Online survey of potential clients.  See what kind of services they would expect to be offered from SWAP and why.  Setup the online poll to popup when a web user accessed the SWAP website, and ask certain questions about their expectations.  The target public will be Canadian youth aged 18-35, since they are the key demographic that SWAP services.  This helps to reach the attention objective, by helping to create and implement outreach programs for SWAP.  The cost of this online poll would be the cost to have an employee create the poll, set it up on the website, then collect and sort the data. Tactic 3: Use collected data from online poll to create and implement new services provided by SWAP to better suit the needs of new clients, as requested by the majority of those polled.  The publics affected by this tactic will be our primary demographic of Canadians aged 18-35.  This also helps to achieve the attention objective.  Again, the estimated budget consists of having an employee work to create, develop and implement these new services.  Depending on what the clientele wish to see from SWAP, the budget will vary. Strategy 3: Audience Participation Tactic 1: Create a contest in which two winners are sent to a foreign country for one week, scheduled around the spring Break if they are students, and have them work and live in that country and document the journey.  The intended public for this contest will be Canadian youth aged 18-25, because they will have the most to gain from the experience, and more flexible time schedules.  This will help to achieve the awareness objective by increasing the public knowledge of the SWAP exchange program.  The estimated budget for this contest is $3,000 for two round trip tickets, and hotel rooms for one week.  Since the contestants will be working, they will be making money to pay for food each day. Tactic 2: At the Open House, have computer stations set up where youth can log on and register for trips right there.  Have video screens showing these persons in action all over the building, so that all those attending the open house can see live-action people registering with SWAP. Much like the Open House itself, the event is open to all wishing to intend with an emphasis on youth ages 18-25.  This will help to raise the awareness of SWAP and its services.  The cost of this tactic is nothing more than manpower to set up computers, cameras and TV monitors to view the persons in-action on the computers. Strategy 4: Publicity Tactic 1: Media Releases that are put out at key moments of the campaign. Like for the special events, the media event, and for the two youth travelling for a week.  This will generate media buzz around the events, and also release specified information about the campaign and SWAP.  The public is the media, since they are the ones we want to write the stories and attend the events for continued coverage.  This will help to achieve the awareness objective.  The estimated costs are the time of employee(s) to create and send out electronic media releases. Tactic 2: Create PSA’s about what SWAP is and how it can help youth plan working vacations in other countries.  These PSA’s will feature Cameron Diaz, but be very low budget with a focus on information, not style.  We want these PSA’s to inform Canadian youth ages 18-25 about the benefits of seeing the world, and gaining new skills from foreign businesses.  This will also help to reach the awareness goal.  The estimated budget for one PSA will be $8,000 Tactic 3: Send out potential story ideas to various newspapers all over Canada, to interest them in running stories about events and audience participation events that they couldn’t attend, but can still write about.  We want them to be able to still inform their readership, without having to attend the events.  The public for this is the media because they will be receiving the information and following up to write and publish stories. This works with the awareness objectives because it is working to keep the information lines open across the country.  This will only cost the employee the time to write and electronically send out the information. Strategy 5: Newsworthy Information Tactic 1: Survey businesses that have hired SWAP clients and get their feedback about how good or bad these workers were, the benefit of having them work for their foreign company. Use this information to create reports about the positive impact that Canadian youth have on foreign businesses.  The publics for this tactic will be the Canadian youth and the media since they will be able to benefit from this information.  This helps to reach the awareness goal.  Again, the estimated cost of this tactic is the time for an employee to create and implement surveys and collect and sort the data. Tactic 2: Survey past clients to see what new skills they learned working overseas and how that has helped them in their current jobs. Use this information to create reports on how working in foreign countries increases your skill set.  The public is Canadians between the ages of 18-35.  This helps to achieve the awareness objective.  The cost for this tactic is the time for an employee(s) to create and survey past clients, collect and sort the data. Tactic 3: When the contestants travel overseas to work for one week, they will have to keep a video journal detailing their experience.  This video will give insight on how even one week of working in a foreign country can teach someone so much.  As well, the contestants will have to write a report once they travels are over, this report can be posted on the website to describe the impact this one week had on their lives.  The public for this tactic are Canadian youth ages 18-35, because they are the key demographic.  This also helps to reach the awareness objective.  The cost of this tactic is the time to edit and post the videos and reports on the SWAP website.  Strategy 6: Partnerships Tactic 1: Create partnerships with Canadian High Schools.  This will allow SWAP to display information in schools so that students can learn about SWAP and its services. The public would be Secondary Schools and their students.  This helps to achieve the action objective in creating outreach programs for SWAP.  The cost would be the printing and mailing of materials to each high school that partners with SWAP, roughly $5,000. Tactic 2: Create partnerships with Canadian Post Secondary Schools.  This will allow SWAP to display information in schools so that students can learn about SWAP and its services. The public would be Post Secondary Schools and their students.  This helps to achieve the action objective in creating outreach programs for SWAP.  The cost would