Assignment on

Strategic Planning
Bhumika Gupta
Roll No. 24
Pattagong Innovation
Forum III
March/April 2014
Situation Analysis
The concept of the Pattagong Innovative Forum was introduced by the Pattagong Rural
Livelihoods Project to address the challenges of rural poverty in Pattagong.
It wanted to develop Innovative solutions that address both supply and demand issues
improving access to both public and private services such as health and nutrition,
education, energy, clean drinking water, financial services etc.
It is a platform for innovators and social entrepreneurs
The value proposition offered by the PIF goes beyond just showcasing and recognizing
innovations in the rural livelihoods space and offers an opportunity for the innovators
and social entrepreneurs to work in partnership with the Government of Pattagong to
reach unprecedented scale and serve the poor.

Primary Objective
Create a buzz around the PIF so that more people become aware of not
just PIF but also the challenges faced in Pattagong and challenges of
rural poverty in Pattagong are met with innovative and sustained
solutions.
Target Audience
Innovators and Social Entrepreneurs

From organisations involved in sustainable development in both public and
private sectors
Academicians and students working towards sustainable development
People working in Non-Governmental Organisations in the sector of
development
Urban set-ups that understand these issues and their importance
Age: 18 +
Socio-Economic Class: A+ and below - Since it is just conception of ideas
Fair level of Education
Business 2 Business level


Insight :
Use of The Wheel of Immersion
ABOUT THEM
1) Case studies of sustainable
development projects.
2)Papers written by people on
the topic
WITH THEM
1) Read conversations online
on sustainable development
communities
BE THEM
1) Tried to involve oneself and
a friend in trying to think like
people who care for the rural
development dearly
AROUND THEM
1) Social Media communities
2) NGOs and organisations
involved in sustainable
development
Insight
The insight gathered is placed in the Pleasant Surprise
window.
These innovators and social entrepreneurs want to find a
permanent and long term solution to the problem of rural
development, but more importantly, the solution should be
sustainable and not lead to further damage or worsening of the
situation.
Path to the Strategy
Conflict
Find a solution that give immediate and long term solution.

Belief
Finding long term and sustainable solutions are difficult.

Need/Want
An Organisation/Forum that rewards as well as supports their efforts so that their
innovative idea for development can be implemented at a large scale and for a longer
period of time to actually reap results. Also, so that the idea does not simply leads to
development but also sustainable development.
Strategy
Position PIF as a platform for innovators and social entrepreneurs
that encourages innovation and also makes provision for their long
term and sustained implementation.
Core Message
PIF can give you the platform and resources, but only you can think, ideate and innovate.
Primary Message Pillars
PILLAR 1
PIF is a platform that encourages innovation.
Primary Message Pillars
PILLAR 2
PIF wants to convert simple ideas, into ideas that
will change lives with long term impacts.
Primary Message Pillars
PILLAR 3
PIF wants to bring rural development and want the
development to be sustained.
Plan of Action
PHASE 1
Send out Press Releases to journalists of dailies, financials and
vernaculars informing them that an event like this is taking place.
Send out Press Releases also to trade magazines and online bloggers
also informing them of PIF - III.
Organize one-to-one media interactions and round table
interactions with media and the spokesperson of the organisation.



I. Press Relations
Plan of Action
Talk shows in schools, colleges and universities enlightening students of the
problems of rural development and making them aware of PIF.
Be the knowledge partner of small city quiz competitions and talk shows.
PHASE 1
II. Pre-show Events
Plan of Action
Creation of a website with various functions like the 24x7 helpline and others
Creation of a Blog, related to the topic of development and adding a button for
the same on the homepage of the website.
Constant update of all online content - almost everyday.
Presence on all relevant social media platforms.
Try and have conversations about PIF on different forums and communities that
deal with this topic.



PHASE 1
III. Presence on the Digital Space
Plan of Action
PHASE 1
IV. Out-of-Home(OOH)
Media
Place hoardings with messages that would strike an emotional chord with
the audience, and make them wait, observe and think. The hoarding should
be placed at places with huge crowds, like, markets, malls, near office
complexes and colleges.
Plan of Action
PHASE 2
I. Online Media Activity
With the event round-the-corner create more conversation on different social
media platforms and portals
Showcase the pouring in f entries/Showcase the various entries on Social Media t
encourage more people to apply.
Plan of Action
II. Press Conference
Organize a Press Conference post event, or while shortlisting entries and let the media
meet the innovators.
Another talk show can also be organized, where various speakers, who are specialist in
the field of development can come and talk to the common audience.
Profiles of these innovators should be published in magazines, newspapers and on other
online space
PHASE 2
Measurement Tools
Compilation of all the coverage received, both Print and Online.
The coverage should also be segregated according to cities and different events.
Calculation of the coverage by using the clip size and total ad value.
Mapping a comparison chart of coverage anticipated and coverage received.
Face-to-Face interaction with the client
Follow-ups with some prominent journalist for their honest feedback on the events they
attended.
Trying to know, why coverage in a certain publication or spot was not achieved.
Enlisting the missed opportunities to know where the plan was lacking.
Tracking the Work-In-Progress(WIP) sheets to see the progress of the clients work
every week.
Each story that has been carried by a particular journalist should be observed to find
out what perspective or aspect has the journalist covered and this would help in giving
further clarity.
Thank You