final project

Odai masalha
Abdullah Alnajjar
Asmaa Farahat
the SWOT analysis:

- Strength (S)
- Weakness (W)
- Opportunities (O)
- Threats (T)
 (S)
Vodafone the first telecommunication company to receive the
“Equal Opportunities Model Certificate” (FEM) with vision of
providing equal opportunities for men and women in 2012.
Reconnect programme - the world’s largest recruitment
programme for talented women on career breaks.
Vodafone with “Women First” programme in Turkey, a service
that has helped connect more than 640,000 female
entrepreneurs and small business owners - many of them in
rural areas - with markets and customers.
Vodafone consider digital transformation a valuable tool for
sustainability strategy, they aim to use the latest data analysis
techniques and offer digital customer experience.
 (W)

 The students' lack of awareness of the

opportunities / projects offered by Vodafone.

Weak acceptance of the company according to

the audience = because of the international
impression.
 (O)
 Vodafone Turkey "Women in Technology Internship
Program" this for engineering students in Turkey's
university.
Women in Technology Empowerment Program, they
care women's participate in platforms that support
women in business life with Vodafone female
employees.
A Volunteering Campaign from Vodafone, “We want
to make all our employees become a Vodafone
volunteer”.
 (T)
Competition: The existence of telecommunications
companies working on gender equality. International
companies such as AT&T, and local companies such as
Turkcell.
A decline in the percentage of girls compared to the
increase in the percentage of young people to study in
the field of technology in Turkish universities.
Culture, religion and family that limit the work of
women.
 Aim

The aim is to create a gender equal workplace. in

this project we will attract women or female
students to work in the technological field, to
improve technology functions D&I status in
Vodafone.
 Barriers for women

Is a set of constraints facing women to move or choose to

work in the field of technology, Such as:

“Lack of career growth or trajectory is a major factor

driving women to leave their jobs.

The second most-common reason for leaving was poor

management, with a quarter of respondents choosing this
reason.
 Barriers for women
Slow salary growth came in as the third most-common
reason (24 percent) respondents left their last job.

38 percent of women in technology feel that their gender

will make it difficult for them to advance in the future.

Sixty percent of women in technology also stress and

pressure as their primary reason for not wanting to be a
top executive.
 Barriers for students
Students may tend to choose according to their gender.
Science and engineering areas are predominantly
preferred by male students, either female in education,
health and social areas.
When the female students think about preferring sections
outside these areas, the first question they ask is, how
many women are studying in the department?
Engineering areas (Chemistry, Textile, Food Industry, etc.)
are mostly preferred by male students.
the family and friends are affecting what they will study.
 Communication Objectives
Achieve gender equality and empowerment of all
Women and girls in the technological field.
Access to the largest number of students of
technological specialization in Turkish universities.
 Encourage and engage women to work in the
technological field.
 Introducing goals, achievements and interests
Vodafone as a telecommunications company seeking
gender equality in the technology sector.
 Target
Audience
 How do our target audience think / Know about Vodafone?

Telecommunication company social responsibility

How should our target audience think / know about Vodafone in the
future?

More general Work Employee

information environments Gender
Distribution
Opportunities Projects; like:
& “Women’s
offers Empowerment”
 How do our target audience think about working in technology
departments of companies?

Planning to work in the factories The future

of the big companies; like:
Turkish airlines, Mercedes ….

How should our target audience think about working in technology

departments of companies ?

Women in Sales & Women in Technology Empowerment Program:

women's participation in business life and equal opportunities and
position them as an important building block in our corporate
culture, supporting the leadership development and cooperation of
women employees.
 What does our target audience know about Vodafone’s
“Women in Technology Internship Program ?

Nothing.

What should our target audience know about Vodafone’s “Women in

Technology Internship Program in the future ?

WIT Internship program; is a rotating and long-term internship

program aimed for providing opportunities to female students who
are studying in 3rdgrade and who want to advance their careers in
technology / telecommunicationssectorin the field of technology.
 Main Strategic Decisions
Campaign Concept:

VodaGirls
 Strategic Implication

This campaign aims to motivate young women

to join with one of Vodafone technological
departments, as it aims in the second stage to
deliver a clear image of gender quality.
 Executive Summary

• The strategic objective of the campaign is to

create a conviction that Vodafone is the most
suitable environment for working in this field
among the female segment of the Turkish
society whom interest in technological matters.
Also it aims to achieve stability of the new
women employees in Vodafone technology
department.
 Executive Summary
• The name of the campaign (Voda-Girls) provides three impression,
the first one is to adminstraion of the company, that the company is
determined to make half of the employees in the technical sections
from females, and the second vision is for the workers in the
campaign itself, which will make the goal clearer and easier for them
to develop mechanisms and appropriate strategies to achieve the
objectives, And the third vision is for the target segment, which
includes several implicit messages, including that Vodafone decided
to make the females an important and essential of the company, as
well as the message that Vodafone suitable for the significant girl in
the world of technology.
 The message

The campaign aims to establish a mental image

among the target segment, that Vodafone is the
more appropriate environment to work in the
technological departments for women, by
showing the privileges granted that the company
offers to women working in these departments
via a number of ways
 Ways of delivering massages

• Honoring outstanding women in the technological departments of

the company at International Women's Day
• Making a promoted video priding in pioneer Turkish women in the
technology field, and send a message to the recipients that Vodafone
gives you the opportunity to be like them.
• making a promoted video showing how the work in the technological
departments is suitable for the nature of most women, by focusing
on the common factor between the nature of most women who are
interested in detail details and the nature of work in technological
departments that based and focus on technical particles.
 Media Objectives
A. Target segment
• Turkish or foreign students (females) in technological departments
(20-25 year)
• Experts in technological departments (25-30 year)
• lives in (Istanbul, Ankara, Izmir)
 Media Objectives
B. Geography
• Universities
• Technological equipment sale areas
• Technological Conferences
 Media Objectives

C. Seasonal/Timing
• In conjunction with celebrations of international
women’s day (Mar 8) to the end of the second
semester
• Vodafone establishment day
• Weekends + last day of every week
 Media Objectives

D. Reach /Frequency/Continuity
• Reach: By collecting data from distributed forms on
participants in the seminar and numerating it, as well as
targeting audience online.
• Frequency: By receiving the participants’ responses written
in the forms or by their online replies
• Continuity: By keeping in touch with the participants via
their e-mails
 Media Tactics
Vehicle
• Online advertising by cooperating with technological pages
and female influencers on Instagram, twitter + 4 paragraphs
in the most technology program on Turkish T.Vs
• Introductory seminar for interested in technological field
about Voda-girls campaign with opportunities may the
attendants get in Vodafon
 Media Tactics
Rationale
• Instagram and Twitter has choose according to its high use in turkey,
as shows. https://www.statista.com/statistics/578364/countries-with-
most-instagram-users/,
https://www.statista.com/statistics/242606/number-of-active-
twitter-users-in-selected-countries/
• Public opinion in Turkey is mostly formed by television channels, as
they still have the prestige and reliability for the wider segment.
• It is true that seminars do not reach out to larger numbers of
audience, but those present are often elites.
 Media implementation
Digital
• Owned Media: Online promoted infographics and Video
graphics for Voda-girls via Vodafone account on social media
platforms.
• Earned Media: making hashtag #Voda-girls in Twitter and
Facebook, and retweet the distinctive ones by Vodafone
official account in
• Paid Media: Cooperating with technological pages and
female influencers on Instagram and twitter to promote
Voda-girls by posts or stories.
 Media Implementation

Traditional
• 4 reports in the most famous technology shows on
Turkish T.Vs
• Outdoor banners on advertisement screens on leading
way to the targeted universities.
Thanks for listening