Communications Objectives – what DPDHL Group is trying to achieve by communicating about its GoTeach program:
- Position DPDHL Group as a benchmark for responsible business
- Create awareness of our Corporate Citizenship initiatives, and of the GoTeach program at DPDHL Group
- Raise awareness of DPDHL Group’s desire to align with and achieve UN’s Sustainable Development Goals #4, #8 and #17 in terms of strengthening the employability of young people
- Create interest and inform the various ways in which DHL has a positive impact on socioeconomically challenged youth through local GoTeach partnerships
- Inspire and inculcate a sense of volunteerism in DHL employees as well as other organizations within the global business community to engage and partner in a similar fashion
Target Audience (from a Comms perspective):
- Employees – To keep them engaged and up-to-date on GoTeach activities, successes, plans and the opportunities available (if any) to get involved
- Senior management in DPDHL - updates on GoTeach successes
- Customers/ general public – Increasingly, customers and the general public relate to and seek companies who harbor a strong purpose. The aim is to demonstrate DPDHL Group’s commitment to providing youth with opportunities and employability skills so that they may be successful in living self-sufficient adult lives and be gainfully employed. Through communications around GoTeach, customers and the public in general will also be made aware of the Group’s focus as a responsible corporate citizen, including its alignment with the UN’s Sustainable Development goals specifically around quality education, reducing inequalities and building sustainable communities.
- Investors/ business community at large – To inspire other organizations to engage in a similar fashion, or attract them to partner with us on our GoTeach program.
DPDHL Group GoTeach Messages (for DHL Spokespersons)
(For spokespersons to use during interviews, or for communicators to use in their materials development)
- With around 550,000 employees in over 220 countries and territories, Deutsche Post DHL Group is the world's leading logistics company. The Group pursues the strategic goals of being the first choice worldwide for customers, employees and investors and a benchmark for responsible business.
- As a long-standing partner of the United Nations, Deutsche Post DHL Group supports the goals for sustainable development by 2030.
- Through our Corporate Citizenship initiative, DPDHL Group offers employees the opportunity to utilize their knowledge and skills to contribute to society.
- We make our networks and our services available at no charge – for example, our volunteers assist humanitarian efforts in the aftermath of natural disasters, or provide employability programs to disadvantaged youth around the world.
- More than 114,000 employees volunteered in around 3,100 local-level projects in 2019 alone
- DPDHL Group’s GoTeach program, under the Corporate Citizenship initiative, aims to improve the employability of disadvantaged youth. GoTeach volunteers do this by helping them prepare for the demands of the working world and to improve their chances of gaining employment.
- Since GoTeach launched in 2009 XXX number of volunteers have had an impact on XXX youth
- Through our partnerships with SOS Children’s Villages and Teach for All, Deutsche Post DHL Group provides:
- Volunteer support for young people through activities such as mentoring, career coaching, internships, job application/interview training, internships soft skills training and vocational skills training
- Financial support, knowledge transfer and the support of local and worldwide networks
SOS Children’s Villages GoTeach Messages (on how the organization works with DHL and the benefits the GoTeach program has brought to the table)
ATTN: SUSANNE
Teach for All GoTeach Messages (on how the organization works with DHL and the benefits the GoTeach program has brought to the table)
ATTN: CHIRLIE
Communications Tactics:
External communications:
- Press releases – This communicates the news you are announcing. This should be of interest to the media and/or local communities
- Media briefings / press conferences – An event that brings together journalists whom you would want to share your newsworthy GoTeach announcement with. Media who have been targeted to attend should be in a position to spread your news to target audiences whom you would like to reach out to. A DHL spokesperson and a representative from the partner organization will helm the activity.
- Bylined articles – Thought leadership articles that positions DPDHL Group as benchmark for responsible business and a leader in corporate citizenship. Such articles may speak issues, challenges and trends on the topic of Corporate Citizenship, and mention the Go Teach program as part of the story. Articles need to be attributed by the local GoTeach country spokesperson (this could be a Country Manager).
- Interviews – An interview opportunity can be proactively pitched to a publication OR a journalist may approach DHL for an interview to talk about the GoTeach program at DHL, about any local activities that have taken place and/or the effectiveness of the program,
Internal communications:
You are strongly encouraged to address the 5W1H (Who, Where, Why, When, What and How) where possible when writing a story for internal distribution. Quotes from volunteers, participants, partners and/or SMT in attendance should also be included.
Your internal communications may be published on local intranet platforms (e.g. MyNet), internal newsletters and/or Yammer pages (country, global, GoTeach group). Content-wise this may cover:
- Post-GoTeach event story
- Interviews with beneficiaries and volunteers
- Internal email updates to colleagues about upcoming activities
- Infographics on how volunteers have helped local beneficiaries
| Chapter lead | Jenny Yeo |
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