Since 2014, Empact has collaborated with P&G to provide pro bono consultation to address pre-scoped challenges of selected social organisations in areas ranging from marketing, strategy and HR.
The P&G Short-term Consulting (STC) programme is a 3-month intensive volunteer consultancy project, co-created and implemented by Empact. Once a project scope has been outlined, the social organisation and P&G volunteers co-create milestones and work closely to meet the defined objectives over the course of the project duration.
Background
A total of 6 skilled volunteers from P&G with marketing expertise were matched with Special Olympics Singapore (SOS). SOS is a global social organisation that serves athletes with intellectual disabilities.
One of its flagship events is the Special Olympics Games that are held every four years which involve ~700 athletes from multiple countries with the next scheduled for June 2021.
The event runs over 4 days, with the Opening Ceremony on Day 1 followed by a variety of Sporting Events on Day 2 & 3 and then a Closing Ceremony on Day 4.
The committee has set themselves the objective of increasing the number of spectators attending the opening event and community engagement in the event. This will increase the atmosphere in the stadium beyond the participating athlete and invitees.
The Gap
The current barriers of increasing spectatorship include:
- Awareness: general public is not aware of the Special Olympics Games Event
- Relevancy: for example, reluctance to send student from mainstream school given the tight academic timing and unclear role to play during the event
Screenshot of a session with the P&G volunteer team and Special Olympics team
Outcome
P&G group of volunteers set their objectives to close the gap by developing a marketing plan with the following objectives:
1. Increase the number of spectators at the opening event
2. Improve community and audience engagement during the Special Olympics Games with schools and corporations actively involved in the event
However, because of the pandemic, the initial scope and the uncertainty of the evolving development of social distancing was the culprit had to be revised multiple times. But P&G went for the full scope so that SOS could still use the plan as a future resource.
In the midst of the 3.5 months of this consultation project from April to July 2020 , the initial event was scaled down from a 4 day to 1 day and from a national event to schools event. Nearing towards the submission of the proposal, the P&G team was informed that the Special Olympics Games will no longer take place next year due to development of COVID-19
Despite the disruptions caused by COVID-19, the team was patient and really gave their all to deliver a plan to help the SO team.
The entire consultation project was conducted virtually. The final outcome was more than a marketing plan. The special Olympics team received useful ideas and tips, such as criteria of selecting an influencer and even proposing possible influencers.
It has been such a wonderful experience working with the group of volunteers from P&G as they were ever ready to help us despite the obvious challenges. The ideas they offered to us through the marketing campaign are fantastic, and will remain relevant beyond the pandemic. Their heart work and hard work will allow SOSG to make such a positive impact on the athletes and the community through the marketing campaign plan they have developed for us! – Shirley Soon, Communications & Partnerships Executive
It was a pleasure working with the SOSG team on this project over the past 3.5 months. Together, we made it happen despite the COVID-19 challenge that all of us were facing. Amazingly, this project was 100% executed in virtual mode and we managed to align everybody and get on top of delivering the marketing campaign plan despite the short period of time! – Ludy Marchell,Director – Supply Chain & Program Management Skin Care Asia Pacific
