Community involvement showcase by Nokia and Mmd

1
Community involvement showcaseby Nokia and Mmd
2
Introduction of speakers

• Petr Hoek
• Marketing manager PR officer, Nokia Czech
  Republic
• Milan Deutsch
• Client Services Director CEE, Mmd

3
Nokia - Mmd

• History of co-operation
• 2000 - Nokia (networks division) appointed Mmd
• April 2002 Nokia and Mmd launched the
  communications campaign around MAKE A CONNECTION
• 2002 - Mmd was appointed to represent both
  divisions of Nokia Czech R. Mobile Phones and
  Networks

4
Our presentation

• Make a Connection global programme outline
• Make a Connection in the Czech Republic
• Communications campaign
• Results and evaluation

5
Nokias community involvement

• Nokia is committed to having a positive impact on
  society that extends beyond the advanced
  technology, products and services the company
  provides
• Nokias community involvement part of the
  overall CSR, business strategy and everyday
  operations
• Benefits
• Build corporate reputation and support brand
• Increase employee commitment and loyalty

6
Make a Connectionglobal snapshot
7
What is it about?

• Global initiative between International Youth
  Foundation (IYF) and Nokia
• Focusing on young people 12 24
• Helping them to develop essential life skills
  self-confidence, communication, team work etc.
• Empowering young people to create their own place
  in the world
• Helping them to make positive contribution to
  their communities (volunteering)

8
(No Transcript)
9
A few statistics

• 17 countries
• 100,000 young people involved to date
• 1,200 adults trained to work with young people
• Indirectly benefited 1,3 million people
• Nokia commited more than 15 million to date
• Nokia and IYF long term commitment of 7 years
  now

10
17 countries on 5 continents
11
Make a ConnectionCzech Republic
12
Program Background

• Schools often don't equip students with social
  life skills to be competitive in the labor market
  and successful in life
• Young people have few opportunities to play
  active roles in communities
• Potential is left untapped
• Generally low tradition of volunteerism
• Increasing problems such as drug abuse, crime and
  other anti-social activities
• Low participation of young people in their place
  of residence

13
Program Design

• Need for a program addressing the aforementioned
  issues
• Inspiration by a Polish model
• similar programs run by IYF partners in the CEE
  region
• scaling up of best practices
• a platform for the know-how exchange
• Make a Connection CR - proven model adapted to
  the Czech environment

14
Tailored to fit

• Launched in April 2002
• Nokia together with NROS (Civic Society
  Development Foundation)
• 5 regions of the country
• Groups of minimum 8 people, age 16-24
• At least one team member 18
• Teams receive funding for necessary 3rd party
  expenses training on

15
Roles Responsibilities

• Nokia
• Consulting in program selection
• PR activities (Mmd)
• Internal Communications and employee involvement
• Consulting in youth project selection
• Participation in key decisions during program
  implementation

• NROS
• Overall management including
• supervision of training
• provision of technical assistance
• networking
• PR co-ordination in co-operation with Nokia
• Monitoring evaluation

16
Step by step every year

• NROS working closely with Local Partners in
  selected regions
• Announcement of competition call for entries
• Projects selected by a committee
• Training of the participants
• Projects implementation and supervision
• Evaluation

17
Geographical Scope

• 5 regions in the Czech Republic
• Brno, Prague, Pardubice, Ustí nad Labem, Ostrava
• Tereza Maxova Foundation (covering Children
  homes in the whole country)
• Rationale all five regions have problems with
  youth unemployment and general economical
  social decline (including former mine regions)

18
Make a Connectioncommunications campaign
19
To re-cap
20
Communications objectives

• Position Nokia as a socially responsible company,
  which cares about community in which it operates
• Build awareness of the Make a Connection brand
  among target audiences
• Position Make a Connection program in the CR as
  a leading Corporate Citizenship initiative

21
Communications objectives

• Create full awareness of Nokias volunteering
  programmes among employees
• Stimulate young people to actively participate in
  volunteer activities (submit their projects to
  Make a Connection)
• Increase general interest in volunteering and
  community involvement activities

22
Strategy

• Build awareness of the programme via proactive,
  creative yet sensitive media relations and
  internal communications campaign
• Use the connection between Nokia and Make a
  Connection programme to support positive
  corporate reputation and brand, image and
  customer loyalty

23
CSR and brand image
81

• of consumers agree that if price quality are
  equal, they are more likely to purchase products
  associated with a good cause

Source The Cone / Roper Cause-Related Marketing
Trends Report 2001
24
Target Audiences

• Media
• National and local daily press
• Business media
• Consumer/lifestyle
• Broadcast (national and local)
• Youth clubs / organizations
• School groups / clubs
• NGOs
• Local governments
• Nokia employees and families

25
Media relations tactics

• Press releases
• Press interviews
• Press conferences
• Feature articles
• Informal media briefings
• Photo opportunities (ambassador)
• Press folder - backgrounder

26
Internal communication

• Nokia Helping Hands
• Part of the global community involvement
  strategic program
• Volunteering initiative connecting employees to
  their communities
• Nokia employees were actively involved in the
  training of young people within the MAC programme
  providing practical knowledge in areas such as
• presentation skills
• team collaboration
• project management
• public relations

27
Internal Communication

• Intranet
• Presentation of the programme results to all
  employees
• Press release announcing the project sent via
  email
• Notice board with regular updates (media
  coverage, news releases, photos)

28
Step by step every year

• Media relations campaign copied the project
  development
• Announcement of competition call for entries
• Press conference
• Media interviews
• Feature articles projects from the last year
• Projects selected by a committee
• Press conference
• Media interviews

29
Make a Connectionchallenges
30
Finding the right balance

• Communicate Nokias involvement to support
  corporate reputation and brand image and customer
  loyalty?
• x
• Promote the Make a Connection programme itself
  rather than focusing on Nokias visibility behind
  it?

?
31
Finding the right balance

• Communication focused on the Make a Connection
  brand
• Active role of NROS as an independent body in all
  external communication (press conferences,
  interviews etc.)
• Nokia and IYF (NROS) are always mentioned as
  equal partners
• Nokias leadership in CSR is not directly
  communicated, but it is sensitively built in the
  overall messaging around NROS

32
Perception issue

• Generally low tradition of volunteerism
• Initially some media (mainly broadcast and
  dailies) were suspicious towards charity /
  foundations
• questioning credibility
• Media reluctant to cover stories related to
  charity

?
33
Perception issue

• Important initial step working 11 with key
  editors to
• explain background of the project,
• build trust and
• create interest (generate coverage)
• Using NROS as an independent and credible partner
  in project implementation and communication
• IYF closely monitoring NROS project performance
  (credibility)
• Local partners have very close relationship to
  media in their regions

34
Make a Connectionresults
35
Project highlights - ambassador

• We have selected an ambassador of the project
  prior to the initial launch
• Zuzana Norisová, young famous actress was
  selected to
• Promote the idea of my dream which came true
• Attract attention of young people
• Act as a role model for young people
• Create photo opportunity for the media

36
Project launch in 2002

• The first press conference took place in 2002
• Special guest speaker Sari Baldauf, Vice
  President Nokia Networks and Member of the
  Executive Board
• Ambassador of the project was also introduced

37
Number of projects submitted
38
Number of projects selected
39
Media coverage
113
67
No. of articles
IT/telco Online Broadcast Consumer Business Daily
40
Media coverage
41
CSR award for Nokia

• In September 2003 Nokia received the VIA BONA
  award
• for its efforts in promoting corporate social
  responsibility in the Czech Republic
• Nokia brings to the society more than just new
  technologies, but it also contributes to positive
  development of the entire society by improving
  the overall education of the younger generation

42
Thank you