© 2014 IBM Corporation Corporate Service Corp – Casablanca, Morocco Experience IBM CSC Morocco Team 5 – My Experience June 2014
© 2014 IBM Corporation
Corporate Service Corp – Casablanca, Morocco Experience
IBM CSC Morocco Team 5 – My Experience June 2014
© 2014 IBM Corporation2
Agenda
Corporate Service Corps (CSC) Approach Example of Deliverables Photo Gallery of My Experience Thank You
© 2014 IBM Corporation3
IBM Corporate Services Corps
The IBM Corporate Service Corps (CSC), often called a "business version of the Peace Corps"
addresses the 21st century context for doing business - emerging markets, diverse cultures, global
teaming, complex policy environments, cross functional collaboration and increasing corporate
responsibility expectations.
Since its launch in 2008, the Corporate Service Corps has had a positive impact of the lives of more the
140,000 people through skills transfer and capacity building. Many thousands more have been positively
impacted through the services of the organizations the Corporate Service Corps has supported. The
Corporate Service Corps program has sent over 2400 participants on over 200 teams to more than 30
countries around the world. The participants come from over 50 countries and have served communities
in Argentina, Brazil, Cambodia, Chile, China, Colombia, Egypt, Ethiopia, Ghana, India, Indonesia,
Kazakhstan , Kenya, Malaysia, Mexico, Morocco, Nigeria, Peru, The Philippines, Poland, Romania,
Russia, Senegal, South Africa, Sri Lanka, Taiwan, Tanzania, Thailand, Tunisia, Turkey, Vietnam, UAE and
Ukraine . The program continues to expand to new locations each year.
© 2014 IBM Corporation4
IBM Corporate Service Corps
Over 2400 IBMers from 50+ countries, have served in the Corporate Service Corps and Executive Service Corps in more than 30 countries.
*
Ghana Nigeria
S. Africa
Egypt
KazakhstanPoland
Romania
Sri Lanka
Corporate Service Corps
Executive Service Corps
Russia
Turkey
Malaysia
Indonesia
India
Thailand
Cambodia
Morocco
Brazil
Peru
China
Philippines
Kenya
Tanzania
VietnamMexico
Colombia
Argentina Chile
UAEBangladesh
Senegal
Taiwan
Tunisia
Ukraine
Ethiopia
© 2014 IBM Corporation5
Exposes IBM Performers to the 21st century context for doing business in emerging markets
1. Leadership development for the IBMers
2. Leadership training and development for the communities
3. Greater knowledge and enhanced reputation in growth markets for IBM.
Immersion in strategic emerging markets
Develop global teaming and cross functional collaboration skills
Exposure to diverse cultures
Empowers IBM employees as global citizens
Gain experience in complex policy environments
Outside of the traditional office
Problem solving in challenging & ambiguous environments
Value of the Experience
© 2014 IBM Corporation66
IBM declared growth markets Emerging or pre emerging Address societal, educational, environmental challenges
COUNTRY
Logistics Project planning In-country support
NGO PARTNER
Pre Work (3 Months) Preparation work completed virtually (training and meetings) Team building and skills development Established curriculum
In-Country (1 Month) Work at the intersection of business, technology and society Immersion in local culture (1 volunteer project for total team) Outside the office
Post Service (2 Months) Linkage back to the business Measurement and evaluation Reflect, learn and apply Internal and external presentations
EXPERIENCE
Roadmap for the Experience
© 2014 IBM Corporation7
Israel
Puerto Rico
India
Brazil Croatia
USA
10 Nations, a wide variety of job roles, 4 Sub-teams
JapanSwitzerland
CanadaHome Base in Casablanca
Casablanca IBM Corporate Service Corps – Morocco Team 5
France
4 Sub-teams ALCS: Association de Lutte Contre le Sida
OFPPT: Office de la Formation Professionelle et de la Promotion du Travail
SMIT: Société Marocaine d'Investissement Touristique
CHUIR: Centre Hospitalier Universitaire Ibn Rochd
© 2014 IBM Corporation8
Agenda
Corporate Service Corps Approach Example of Deliverables Photo Gallery of My Experience Thank You
© 2014 IBM Corporation9
What we learned about Office de la Formation Professionelle et de la Promotion du Travail (OFPPT)
OFPPT is in many respects a success story, starting in 1974 and growing 327 classroom locations and almost one million students
OFPPT has become a model with international reach to other African countries OFPPT is in many respects a typical government organization with a hierarchical
structure In order to support their goals for teaching more than one million students,
OFPPT sought a IBM’s help to define their communications strategy and consult on internal operations
IBM found that the OFPPT needed to – learn to clearly articulate their value– become customer-centric– improve the quality of courses and instructors– continually gather and act upon feedback.
© 2014 IBM Corporation10
Project Approach
Conduct kick off meetings Identify existing
documentation/resources Finalize scope / approach /
deliverables Identify and contact data
sources
Activities
Deliverables
Time
Conduct meetings with stakeholders Visit classrooms and expos Get access to student history Perform survey Capture / categorize findings Develop hypotheses
Initiate projectGather & synthesize data
Identify strategy design options
Develop recommendations
OFPPT Strategic Plan: ApproachApril 25 – May 23
Develop communications strategy
Develop recommendations for organization of Communications team
Review with Communications team
Review findings and recommendations with OFPPT
Revised SOW / project approach
Week 1 Report
Survey Proposed organization chart Mock-up of Communications
collateral Survey results
Strategy recommendations Organization recommendations Communication Plan Other recommendations
1 week
1 2 3 4
1 weeks 1 week 1 week
© 2014 IBM Corporation11
Agenda
Corporate Service Corps Approach Example of Deliverables Photo Gallery of My Experience Thank You
Confidential Information 12
Recommendations
Use umbrella branding approach
Rebrand the levelsusing new terms
These are just examples
Universal Messaging examplesHelp improve Morocco’s standing in the worldAll jobs and sectors are important (Quote His Majesty the King’s speech)For Morocco, for You
S / Q
مؤسسة
T / TS
Distingué
NightSchool
EducationContinué
AdultTraining
EducationEnterprise
Confidential Information
Confidential Information
Batiments et Traveaux Publics - Foundation
Build a foundation for your skillEnsure a stable jobProvide for a familyPromotion possibility with hard work and resultsChoice of job with today’s open job market
Abdel’s story:Abdel finished 9 years of school, and entered the OFPPT as a Qualification
student. After two years, he received his diploma and began working at a
construction site of the Morocco Mall. Within five years, he and his former
manager opened a construction business and have since been building
executive homes in the Maarif quarter of Casablanca.
Age: 23Father of two; married to Fatima
Yearly income: X,XXX dh
Building Morocco’s Futureofppt-info.com/btp
14
Flier mock-up
Confidential Information15
Youth Training
Mode Medium Current Practice Recommendation Focus
Direct Marketing
Emails
No direct marketing activity for prospective students
• Obtain contact information from conferences and school visits• Establish a database of prospective students email and contact info• Regularly send prospective students newsletter with application & event
dates
Shortterm
Phone calls
• Establish a network of current and graduate students to volunteer and call prospective students
• Use an OFPPT green number where student/prospective students questions can be answered
• Use an SMS system where students can send messages and receive answers
Midterm
Marketing Material
Success Stories
• Posters have been designed to include images of real people, but no stories have been included
• Current flyers are by level and by geography, no flyers by sector
• Include success stories from former students in flyersMidterm
Brochures/Flyers
• Target flyers by sector, by level• Use data to convey a message – include salary data, employment
percentages, etc.
Midterm
Internet
Websites OFPPT currently has both general and inscription websites
• Include events in the inscription website• Develop / publish incentives for prospective students– i.e. If apply by a
certain date, the application fee will be waived
Shortterm
Social Media
• Unified name for twitter, youtube, and Facebook
• On youtube can find some videos about different career paths within OFPPT, but no description or information on the site.
• Create an official OFPPT youtube channel• Frequently update media with current videos and provide useful info• Use Youtube and Facebook as means for internet based marketing• Develop OFPPT commercials for popular search terms in Morocco• Post published OFPPT articles online
Longterm
Mode Medium Current Practice Recommendation
Internet Social Media
• Twitter, Youtube, and Facebook
• Some Youtube videos
• Create an official OFPPT Youtube channel & have a dedicated podcaster
• Use internet-based marketing• Develop OFPPT commercials for search• Post published OFPPT articles online
Confidential Information
Audience: the current and former students since 2010
Goal/Objective: In order to use real data in Communications – need to understand the quality and success of OFPPT from the view of the students, to discover new avenues for communication
Surveys delivered to over 230,000 email addresses / face to face in the event with EFE
Over 3,000 responses
Survey Questions & Results
How did you hear about OFPPT (Communications)
Top reasons one should choose OFPPT (Communications / Success)
Who has a job? Did OFPPT Prepare you? (Quality / Success)
Would you recommend OFPPT? (Communications)
What do you wish you had known before? (Communications / Quality)
16
Survey Introduction & results
Confidential Information 17
How did you hear about OFPPT?
© 2014 IBM Corporation18
Agenda
Corporate Service Corps Approach Example of Deliverables Photo Gallery of My Experience Thank You
© 2014 IBM Corporation19
The team
© 2014 IBM Corporation20
The traditions
© 2014 IBM Corporation21
The food
© 2014 IBM Corporation22
The cats
© 2014 IBM Corporation23
The souks
© 2014 IBM Corporation24
Thank you for helping while I was out!
Baidehi Basu Samson M Prasad Rajeev KJ Rajanikanth Brijesh Sahasranaman Robindro Rao Nidhi Narang Veena Kannan Parimala Joseph Sunil Rokde My Transport and WPS Team
http://ibmcscmorocco5.blogspot.com
Thank you!!!
Merci!!!
شكرا