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Comments on the Communication Plan

F. Licay (DepED RO3)


Stakeholder Selected: Local Government Unit

Purpose of the Communication Plan: Ensure that the LGU will always provide for funds
to cover the electricity and Internet bills. This will ensure the sustainability of the
operations of the eSkwela Center.

Communication Strategy:

1. A letter of request addressed to the mayor

2. A presentation to the mayor of the benefits of eSkwela over the conventional


mode of education

Monitoring and Evaluation:

Follow up of the letter of request submitted.

My Comments/Suggestions:

• In the proposed strategy, there will only be one occasion wherein there will be a
formal audience with the Mayor. If this can be done with the other LGU officials
in attendance, then that is recommended.

• Prior to the presentation, familiarize yourself with the priority programs of the
mayor and what he wants to accomplish in his administration. Align the goals of
eSkwela with the priority programs and focus on how the eSkwela can help in
achieving the goals of the priority program.

• Highlight the achievements so far of the eSkwela. Remember that we have to


magnify our accomplishments and emphasize that more can be done with the
support of the LGU.

• Do some groundwork as well. Who are your supporters in the LGU?

• As a continuing effort, always seize the opportunity of publicizing the


accomplishments of your eSkwela. Like if there are those who passed the
equivalency test; those who were able to get a job. This will help you in your
future resource mobilization and partnership activities.

Recommendations for All:


• If they can have a social marketing tool kit: this consists of the eSkwela brochure;
media/video clips of testimonials from the successful users of eSkwela; the video
briefing about their esKwela

• For every communication program, there has to be a time frame which can also
serve as basis for the monitoring and evaluation. In general, the communication
objectives should be SMART – which can also provide the measurable indicators
useful for M&E.

Romulo Ancheta (EPS-ALS)


Stakeholder Identified: Rotary Club of Nueva Ecija

Purpose of the Communication Plan: Establish a partnership and for the approval of
funding support for the establishment of a Mobile Library

Communication Strategy:

• Submission of the proposal for the project

• Official presentation of the proposal

My comments/recommendations:

• Check the priority programs of the organization in your area and align the Mobile
Library project with those programs.

• Find out if there are members/officers of the organization who can be your
supporters/allies/advocates

• In the presentation of the project proposal, highlight the eSkwela


accomplishments which are align with the mission/vision of the organization; if
there are other partner organizations with whom the Rotary Club is also in
partnership with, include that information as well as other partners with good
reputation.

• Seek the help of the media organization to publicize potential partnership with the
Rotary Club.

• Always make sure that you make public the accomplishments of eSkwela or its
activities. This way, organizations would be wanting to partner with you.
• Be sensitive to political affiliations. If you can make it appear that the eSkwela is
apolitical, then that is the better way to go. Always, make it appear that the
beneficiaries are not the political parties but the constituents.

• Consider the media as an ally – therefore, always a partner in all your


undertakings.

Recommendations for All:

• If they can have a social marketing tool kit: this consists of the eSkwela brochure;
media/video clips of testimonials from the successful users of eSkwela; the video
briefing about their esKwela

• For every communication program, there has to be a time frame which can also
serve as basis for the monitoring and evaluation. In general, the communication
objectives should be SMART – which can also provide the measurable indicators
useful for M&E.

Ronnie A Arellano Sr.


Stakeholder: None specified (all stakeholders, it seems)

Purpose of the Communication Program: Build the eSkwela Center

Communication Strategy:

Presentation of the proposal to the various stakeholders

My Comments/Recommendations:

• List the potential donors to the project; prioritize them based on whose objectives
are aligned with the mission/vision of the eSkwela. It does not make sense for
you to just present your plan to anybody. If possible, classify them based on
priority 1, 2 etc
• Prepare proposal specific to the funding agency/donor. At the very least, develop
a business plan which can serve as your blueprint for every proposal that you will
do. For each proposal/presentation, make sure that the alignment with the goals
of the potential donor is highlighted. Therefore, there is no such thing as generic
proposal. There may be a “mother” proposal but it has to be tailor-fit with the
funding agency.

• For each organization/potential funding agency, find out if there are supporters or
advocates of the eSkwela cause.

• Follow up the status of the proposal submitted. In my case, I only do maximum


of two follow-ups. After that, I will not bother anymore and will just consider it a
“lost case”. I will just focus my time and efforts with the other potential donors.
At the same time, always publicize the accomplishments of the eSkwela;
especially its successes. Media mileage is very important. Everyone would want
to hitch their wagon to the star!!

Recommendations for All:

• If they can have a social marketing tool kit: this consists of the eSkwela brochure;
media/video clips of testimonials from the successful users of eSkwela; the video
briefing about their esKwela

• For every communication program, there has to be a time frame which can also
serve as basis for the monitoring and evaluation. In general, the communication
objectives should be SMART – which can also provide the measurable indicators
useful for M&E.

ELMER S. LOPOZ (Naujan, Oriental Mindoro)


Stakeholder: Local Radio Station

Communication Plan Objective: Establish a partnership with the local radio station for
the promotion of the eSkwela programs/services

Communication Strategy:

A proposal to be submitted to the radio station; included in the proposal is the x-deal
which comprises inclusion of the logo of the radio station in the eSkwela materials and
center in exchange for the free airing of information about eSkwela.
My Comments/Recommendations:

• You may also want to include in the package the inclusion of the radio station
personnel to some of the training programs that the eSkwela is doing. Like 1 or 2
slots per module.

• In most cases, partnering with a radio station is not that difficult as radio stations
are just looking for the most profitable way to use the air time. You will just have
to spell out the terms of the partnership.

• It is also advantageous if there is somebody in the radio station who is an


advocate of the mission/vision of eSkwela.

• The media should be a constant ally of the eSkwela for constant and consistent
media mileage. This can also be instrumental in getting more partners.

Recommendations for All:

• If they can have a social marketing tool kit: this consists of the eSkwela brochure;
media/video clips of testimonials from the successful users of eSkwela; the video
briefing about their esKwela

• For every communication program, there has to be a time frame which can also
serve as basis for the monitoring and evaluation. In general, the communication
objectives should be SMART – which can also provide the measurable indicators
useful for M&E.

(Note to Elmer: Thanks also!!! It was also a learning experience for me. Cheers! Mel)

C. B. Vicente (Laoag City)


Stakeholder: Filipino-Chinese Chamber of Commerce of Laoag City

Purpose: Funding Support for the Construction of One Classroom Building for
eSkwela
Communication Strategy:

• Proposal for the project

• Presentation to the funding agency

My Comments/Recommendations:

• Check the priority programs of the organization in your area and align the
eSkwela mission and vision with those programs.

• Find out if there are members/officers of the organization who can be your
supporters/allies/advocates

• In the presentation of the project proposal, highlight the eSkwela


accomplishments which are align with the mission/vision of the organization; if
there are other partner organizations with whom the FCCC is also in partnership
with, include that information as well as other partners with good reputation.

• Seek the help of the media organization to publicize potential partnership with the
FCCC.

• Always make sure that you make public the accomplishments of eSkwela or its
activities. This way, organizations would be wanting to partner with you.

• Be sensitive to political affiliations. If you can make it appear that the eSkwela is
apolitical, then that is the better way to go. Always, make it appear that the
beneficiaries are not the political parties but the constituents.

• Consider the media as an ally – therefore, always a partner in all your


undertakings. The media will ensure that your projects are always publicized.

Recommendations for All:

• If they can have a social marketing tool kit: this consists of the eSkwela brochure;
media/video clips of testimonials from the successful users of eSkwela; the video
briefing about their esKwela

• For every communication program, there has to be a time frame which can also
serve as basis for the monitoring and evaluation. In general, the communication
objectives should be SMART – which can also provide the measurable indicators
useful for M&E.
Giovanni B. Punay (Benguet)
Stakeholder: Computer/Technical Schools in the area

Purpose: Provide scholarship to A&E Passers

Communication Strategy:

• A letter of request/proposal

• Official presentation to the school officials

My Comments/Recommendations:

• Include in the proposal an ex-deal which can be beneficial to the school like
media mileage; posting of the school’s promo materials in the eSkwela center

• In most cases, since this is also an educational institution, it may not be difficult
to align the eSkwela goal mission/vision to that of the school but we have to
consider also that the school is operating as a business enterprise.

• Get the endorsement of a local politician or a known figure in the locality.

• Again, be sure that the media will cover whatever activity/partnership the
eSkwela may be able to forge as this will also serve as mileage for the partner
agency,

Recommendations for All:

• If they can have a social marketing tool kit: this consists of the eSkwela brochure;
media/video clips of testimonials from the successful users of eSkwela; the video
briefing about their esKwela

• For every communication program, there has to be a time frame which can also
serve as basis for the monitoring and evaluation. In general, the communication
objectives should be SMART – which can also provide the measurable indicators
useful for M&E.
Bavie dela Rama (??)
Stakeholder: LGU, NGO, Private individuals..

Purpose: Provide for IT facilities for eSkwela

My Comments:

Not much was mentioned in the submission of the participant, hence the more generic
suggestions as follows:

• List the potential donors to the project; prioritize them based on whose objectives
are aligned with the mission/vision of the eSkwela. It does not make sense for
you to just present your plan to anybody. If possible, classify them based on
priority 1, 2 etc

• Prepare proposal specific to the funding agency/donor. At the very least, develop
a business plan which can serve as your blueprint for every proposal that you will
do. For each proposal/presentation, make sure that the alignment with the goals
of the potential donor is highlighted. Therefore, there is no such thing as generic
proposal. There may be a “mother” proposal but it has to be tailor-fit with the
funding agency.

• For each organization/potential funding agency, find out if there are supporters or
advocates of the eSkwela cause.

• Follow up the status of the proposal submitted. In my case, I only do maximum


of two follow-ups. After that, I will not bother anymore and will just consider it a
“lost case”. I will just focus my time and efforts with the other potential donors.
At the same time, always publicize the accomplishments of the eSkwela;
especially its successes. Media mileage is very important. Everyone would want
to hitch their wagon to the star!!

Recommendations for All:

• If they can have a social marketing tool kit: this consists of the eSkwela brochure;
media/video clips of testimonials from the successful users of eSkwela; the video
briefing about their esKwela.

• For every communication program, there has to be a time frame which can also
serve as basis for the monitoring and evaluation. In general, the communication
objectives should be SMART – which can also provide the measurable indicators
useful for M&E

Jose Baguma (??) (Ifugao)


Stakeholder: Provincial Government of Ifugao

Purpose: Lobby for fund allocation for computer equipment for the 11 municipalities

Communication Strategies:

• Host a visit of the governor to the eSkwela Center

• Submission/presentation of the project proposal

Comments/Suggestions:

• The idea of inviting the Governor to visit a eSkwela Center is a good one. Make
sure that there are media people around and the public who are beneficiaries of
the eSkwela. Invite other partners as well.

• In the proposed strategy, there will also be one occasion wherein there will be a
formal audience with the Governor If this can be done with the other officials in
attendance, then that is recommended.

• Prior to the presentation and the visit (in fact, prior to the preparation of the
proposal), familiarize yourself with the priority programs of the Governor and
what he wants to accomplish in his administration. Align the goals of eSkwela
with the priority programs and focus on how the eSkwela can help in achieving
the goals of the priority program.

• It is also a good idea to include statistics in the presentation. Highlight the


achievements so far of the eSkwela. Remember that we have to magnify our
accomplishments and emphasize that more can be done with the support of the
LGU.

• Do some groundwork as well. Who are your supporters in the Provincial


Government?
• As a continuing effort, always seize the opportunity of publicizing the
accomplishments of your eSkwela. Like if there are those who passed the
equivalency test; those who were able to get a job. This will help you in your
future resource mobilization and partnership activities.

Recommendations for All:

• If they can have a social marketing tool kit: this consists of the eSkwela brochure;
media/video clips of testimonials from the successful users of eSkwela; the video
briefing about their esKwela.

• For every communication program, there has to be a time frame which can also
serve as basis for the monitoring and evaluation. In general, the communication
objectives should be SMART – which can also provide the measurable indicators
useful for M&E

J S Alcantara
Stakeholder LGU

Reaction to the comment:

Yes, usually, what you prepare are project proposals so you can mobilize resources.
This particular topic is all about social marketing and M&E. In doing social marketing, in
general, you will be marketing the concept of eSkwela to various stakeholders. We will
have to take note that the stakeholders are not only the OSYs who are the main clients
of the eSkwela services.

In doing social marketing, communication plan is one vital component. In doing social
marketing, networking/linkaging is one vital component. Whether you want to “sell”
eSkwela to the OSYs, or to a potential partner organization, you have to market the idea
of the eSkwela.

In doing the communication plan, you have to identify your primary audience – and that
is the purpose of the exercise. For you to be able to segmentize your audience (identify
who your primary audience is) and what is the purpose of communicating with them –
whether for them to avail themselves of your services or you want to mobilize resources
so you can continue serving the OSYs. The communication strategy will depend on
who the audience is. In some cases, the communication strategy is the proposal itself if
the purpose is mobilizing resources. Again, that is the purpose of the exercise.
Recommendations for All:

• If they can have a social marketing tool kit: this consists of the eSkwela brochure;
media/video clips of testimonials from the successful users of eSkwela; the video
briefing about their esKwela.

• For every communication program, there has to be a time frame which can also
serve as basis for the monitoring and evaluation. In general, the communication
objectives should be SMART – which can also provide the measurable indicators
useful for M&E

Maricris S. Reyes
Stakeholder: Barangay Officials

Objective: Get their support for the eSkwela

Communication Strategy: A proposal has been submitted already

My Comments/Recommendations:

There’s not much information contained in the submitted activity for the training, hence I
can only be generic in my comments.

It is important that we specify what exactly is the support that we are requesting from
the Barangay Officials? If the Barangay Officials would say, ok we are supporting
eSkwela, will we be happy? While it is true that expression of support in principle is a
good start already, then after that, what other actions are you planning to do?

Since the proposal has been submitted already and the eSkwela is now at that stage of
follow-up, it is also important that we identify if we have supporters among the
government officials.

Very important also that we align the mission and vision of eSkwela with the priority
programs of the Barangay Officials.

Recommendations for All:

• If they can have a social marketing tool kit: this consists of the eSkwela brochure;
media/video clips of testimonials from the successful users of eSkwela; the video
briefing about their esKwela.
• For every communication program, there has to be a time frame which can also
serve as basis for the monitoring and evaluation. In general, the communication
objectives should be SMART – which can also provide the measurable indicators
useful for M&E

Cyril Mabini
Legaspi City

Stakeholder: Rotary Club of Legaspi City


Objective:
My comment in the objective: It is not clear what do you want the Rotary Club of
Leagspi City to do with the objective of “Providing skills training on novelty items”. Is it
the members of the club who will provide the training? Or will they fund? What?

Communication Strategies:
• Radio Broadcast

• Facebook

• Program Launch

• Presentation of proposal to donor

My Comments/Recommendations
The communication strategies are good but it should also be clear who are the
target audience for each strategy just to be sure that you will be able to reach the
target audience using the medium. For instance, the target audience are the
members of the Rotary Club, are they on FB?

To reiterate my comment on the objective, you have to be specific on what you want
the RC to do with regard the training program.
Other comments/recommendations:

• Check the priority programs of the organization in your area and align the
objectives of the training program with those programs.

• Find out if there are members/officers of the organization who can be your
supporters/allies/advocates

• In the presentation of the project proposal, highlight the eSkwela


accomplishments which are align with the mission/vision of the organization; if
there are other partner organizations with whom the Rotary Club is also in
partnership with, include that information as well as other partners with good
reputation.

• Seek the help of the media organization to publicize potential partnership with the
Rotary Club.

• Always make sure that you make public the accomplishments of eSkwela or its
activities. This way, organizations would be wanting to partner with you.

• Be sensitive to political affiliations. If you can make it appear that the eSkwela is
apolitical, then that is the better way to go. Always, make it appear that the
beneficiaries are not the political parties but the constituents.

• Consider the media as an ally – therefore, always a partner in all your


undertakings.

Recommendations for All:

• If they can have a social marketing tool kit: this consists of the eSkwela brochure;
media/video clips of testimonials from the successful users of eSkwela; the video
briefing about their esKwela

• For every communication program, there has to be a time frame which can also
serve as basis for the monitoring and evaluation. In general, the communication
objectives should be SMART – which can also provide the measurable indicators
useful for M&E

Florina Madrid
Stakeholder: LGU
Objective: Equip the eSkwela Center with 5 additional computer units and an air
conditioner

Communication Strategy: Project Proposal

My Comments/Recommendations

• It was not mentioned in the proposed strategy that there will be a formal
presentation of the proposal to the LGU officials. If such is not included in the
plan, then it is suggested that this be done with the other LGU officials in
attendance, then that is recommended.

• Prior to the presentation, familiarize yourself with the priority programs of the
mayor and what he wants to accomplish in his administration. Align the goals of
eSkwela with the priority programs and focus on how the eSkwela can help in
achieving the goals of the priority program.

• Highlight the achievements so far of the eSkwela. Remember that we have to


magnify our accomplishments and emphasize that more can be done with the
support of the LGU.

• Do some groundwork as well. Who are your supporters in the LGU?

• As a continuing effort, always seize the opportunity of publicizing the


accomplishments of your eSkwela. Like if there are those who passed the
equivalency test; those who were able to get a job. This will help you in your
future resource mobilization and partnership activities.

Recommendations for All:

• If they can have a social marketing tool kit: this consists of the eSkwela brochure;
media/video clips of testimonials from the successful users of eSkwela; the video
briefing about their esKwela

• For every communication program, there has to be a time frame which can also
serve as basis for the monitoring and evaluation. In general, the communication
objectives should be SMART – which can also provide the measurable indicators
useful for M&E

Romulous P. Guino
Stakeholders: Bgy Kagawad Pete Rabago and SK Chairman

Objective: Accept enrollees of ALS eSkwela for Batch 2011

Communication Strategy:

• Official presentation of eSkwela to orient the stakeholders to what eSkwela is

• Seek OSYs enrollees by:

o Posters/tarps to be posted in the town hall

o House to house survey/campaign

o Coordination with the schools to get data on drop outs

My Comments/Recommendations:

Actually, it is not clear to me what is the role or the relationship of the identified
stakeholders with eSkwela and why they would be the ones to be convinced of the
acceptance of enrollees.

In order for a communication program to succeed, the objectives should be clear – if at


all possible, it should be SMART (specific, measurable, attainable, realistic and time
bound). In order for the communication process to be effective, the common ground
should be established, meaning, the goals of the communication process should be
clear from the proponent.

Other comments:

• The target stakeholders can be invited to visit a eSkwela Center to showcase


what the eSkwela is, what it is doing.. etc. Make sure that there are media
people around and the public who are beneficiaries of the eSkwela. Invite other
partners as well.

• Prior to the the visit (in fact, prior to the preparation of the proposal), familiarize
yourself with the advocacies of the Bgy Kagawad. Align the goals of eSkwela
with the advocacies and focus on how the eSkwela can help in achieving those
advocacies.

• It is also a good idea to include statistics in the presentation. Highlight the


achievements so far of the eSkwela. Remember that we have to magnify our
accomplishments and emphasize that more can be done with the support of the
target stakeholder.
• As a continuing effort, always seize the opportunity of publicizing the
accomplishments of your eSkwela. Like if there are those who passed the
equivalency test; those who were able to get a job. This will help you in your
future resource mobilization and partnership activities.

Recommendations for All:

• If they can have a social marketing tool kit: this consists of the eSkwela brochure;
media/video clips of testimonials from the successful users of eSkwela; the video
briefing about their esKwela

• For every communication program, there has to be a time frame which can also
serve as basis for the monitoring and evaluation. In general, the communication
objectives should be SMART – which can also provide the measurable indicators
useful for M&E

Arby Bueno
Stakeholders: 120 vendors and public workers and the OSYs in the vicinity

Objectives: Convince 80-90% of the target stakeholders to enroll in eSkwela

Time Frame: In time for the A&E for 2011

Communication Strategies:

• Posters

• Personal communication/face to face

• Announcements by organizations like multi purpose coop; public market; etc

My comments/Recommendations:

This social marketing targets the primary audience of eSkwela – the potential enrollees.
Without them, the eSkwela will also cease to exist. We can afford to be choosy when it
comes to our partners but we have a target client whom we should be able to convince
to avail themselves of our services.

Therefore:

1. Further segmentize your audience as this will also determine the message that
will be contained in the communication materials.
2. Based on your audience segmentation, develop the communication strategy mix
for each sector. For instance, depending on the age group, what medium is most
accessible to them? Etc.

3. Who your audience is will also determine where you will place the communication
materials and what the message will be and what the message treatment will be.

4. It is also important that the audience understand how enrolling in eSKwela will
help them achieve their goals or realize their dreams.

Recommendations for All:

• If they can have a social marketing tool kit: this consists of the eSkwela brochure;
media/video clips of testimonials from the successful users of eSkwela; the video
briefing about their esKwela

• For every communication program, there has to be a time frame which can also
serve as basis for the monitoring and evaluation. In general, the communication
objectives should be SMART – which can also provide the measurable indicators
useful for M&E

Florabel Mutia
Solano, Nueva Viscaya

Stakeholder: Bgy Officials and Sangguniang Kabataan

Objective: Seek the help of the Bgy Officials/Sanggunian Kabataan for a donation of 2
computer units and one printer

Communication Strategy:

1. Project proposal

2. Formal presentation of the concept of eSkwela and the project proposal itself
My comments/Recommendations:

• The target stakeholders can be invited to visit a eSkwela Center to showcase


what the eSkwela is, what it is doing.. etc. Make sure that there are media
people around and the public who are beneficiaries of the eSkwela. Invite other
partners as well.

• Prior to the the visit (in fact, prior to the preparation of the proposal), familiarize
yourself with the advocacies of the Bgy officials. Align the goals of eSkwela with
the advocacies and focus on how the eSkwela can help in achieving those
advocacies. Check who among the Bgy officials can be your advocate/s.

• It is also a good idea to include statistics in the presentation. Highlight the


achievements so far of the eSkwela. Remember that we have to magnify our
accomplishments and emphasize that more can be done with the support of the
target stakeholder.

• As a continuing effort, always seize the opportunity of publicizing the


accomplishments of your eSkwela. Like if there are those who passed the
equivalency test; those who were able to get a job. This will help you in your
future resource mobilization and partnership activities.

Recommendations for All:

• If they can have a social marketing tool kit: this consists of the eSkwela brochure;
media/video clips of testimonials from the successful users of eSkwela; the video
briefing about their esKwela

• For every communication program, there has to be a time frame which can also
serve as basis for the monitoring and evaluation. In general, the communication
objectives should be SMART – which can also provide the measurable indicators
useful for M&E

Ana Clarisa Navarro


St. Andrews School, Paranaque City

Stakeholder: School Administration


Objectives: request for the approval for the conversion of the vacant room as eSkwela
Computer Lab and for the school to also shoulder the cost of the conversion

Communication Strategy

A formal meeting with the school administrators where the proposal will also be
presented.

My comments/recommendations

The goals of the esKwela should be aligned with the mission/vision of the school;
present how eSkwela can be advantageous for the school. Include in the proposal
business plan and in the business plan, take note that the profit can also be non
monetary.

Recommendations for All:

• If they can have a social marketing tool kit: this consists of the eSkwela brochure;
media/video clips of testimonials from the successful users of eSkwela; the video
briefing about their esKwela

• For every communication program, there has to be a time frame which can also
serve as basis for the monitoring and evaluation. In general, the communication
objectives should be SMART – which can also provide the measurable indicators
useful for M&E

Russel N. Albano
Lingap Pangkabataan, Cubao, QC

Target Audience: Student Volunteers at ADMU

Objective: Get them to support/sponsor a child netopia rental fee at P30/day

Specific Objectives:
1. Create awareness about ALS specifically eSkwela
2. Mobilize the sponsors

Communication Strategies:
1. Consultative meetings/workshops with the target partners

2. Advocacy materials

My Comments/Recommendations
The plan is good as it is because the target audience has been specified and the action
expected from them is also specific.
A consultative meeting/workshop/presentation with the target audience is also good – in
this occasion, the communication materials can be presented (powerpoint); brochures
(with the Commitment Form which they can accomplish) can be distributed; testimonials
by the OSYs who will benefit from the program can all be presented.
In the crafting of the message, make sure that the same advocacy of the student
volunteers will be highlighted; also the magnitude or the impact of the assistance that
they will provide.
The use if FB can also create awareness from among other potential donors/partners.
It can probably be a movement – like “Students for OSYs” with students from other
schools forming the same support group and with Ateneo as the pioneer. Bookmarks
with “I help an OSY go to school”.. or the likes can be distributed to the supporters.
This move also requires coordination with the school itself – therefore the first social
marketing program will be done for the school officials.

Recommendations for All:

• If they can have a social marketing tool kit: this consists of the eSkwela brochure;
media/video clips of testimonials from the successful users of eSkwela; the video
briefing about their esKwela

• For every communication program, there has to be a time frame which can also
serve as basis for the monitoring and evaluation. In general, the communication
objectives should be SMART – which can also provide the measurable indicators
useful for M&E

Novilyn N. Aying
Holy Trinity Parish

Target: OSYs and adults

Objective: Increase enrollees to eSkwela

Communication Strategies:

Audience Activity Comments/Recommendations


Parish Priest and Chapel Meeting This meeting can have the following
Area Coordinators objectives:
• Create awareness about eSkwela
• Get their support for the eSkwela
Activities
The Social Marketing tool kit will be useful
here
Get testimonials from beneficiaries;
present success stories
OSYs in each Parish Distribution of Posters can also be done; be sure that
announcements, the message in the communication
flyers materials are appropriate to the target
audience
Targeted The names/list of OSYs will be obtained
Marketing from the Parish Area Coordinators; invite
General them to attend the General Orientation
Orientation
Take note that convincing them to attend
the General Orientation is a social
mobilization by itself. How can you
convince them to forego whatever it is
that they will do and attend the
orientation? The question “what’s in it for
me?” should be considered – meaning,
you have to think of what can make them
attend the activity? Give aways? Prizes?
Snacks? A local celebrity/figure?

Once there, the next challenge is to get


them to stay all throughout your
presentation.
You’ve got to know them better so you
can design the message in such a way
that you can relay what you want them to
know and take that action of enrolling.

Take note that for each activity, there has to be a corresponding monitoring and
evaluation. For example, how many among the Parish Area Coordinators are actively
supporting the program?; How many attended the General Orientation? How many
among those who attended actually enrolled? How many among those enrolled
showed up? And how many among those who enrolled get to finish the course? Take
note also of the other results of the program like awareness of the community (they may
not enroll but they are aware of the program; possible employment of those who were
able to finish the course; passing the equivalency exam, etc.).

Recommendations for All:

• If they can have a social marketing tool kit: this consists of the eSkwela brochure;
media/video clips of testimonials from the successful users of eSkwela; the video
briefing about their esKwela

• For every communication program, there has to be a time frame which can also
serve as basis for the monitoring and evaluation. In general, the communication
objectives should be SMART – which can also provide the measurable indicators
useful for M&E.

Maria Filomena M. Saludes


Daet, Camarines Norte

Target: Balik Paaralan para sa Out of School Youth and Adults

Objective of the Communication Program: At least 50% of the enrolled learners will
adopt the new eSkwela Program
My comments/Recommendations

The plan implies that there is already the Balik Paaralan program which is different from
or not using the eSkwela program and that the target of this communication plan is to
get them to use eSkwela or enroll through eSkwela. (I hope my assumption is correct).

As it is, there are various audiences which can be identified here:


1. Those involved in the Balik Paaralan program (are we to assume that they are
the school heads, parents of the learners, barangay officials
2. The learners themselves.

3. The plan also identified the LGUs, NGOs, Mayor, Gov and Congressman to
support the program.
The first thing to determine is who holds the decision with regard enrollment to
eSkwela? The learners themselves or those running the Balik Paaralan program?
Take note that for each sector, there is a different set of objectives to achieve and which
should be the focus of the communication program. Different strategies; different
communication plan; different medium; different messages for each target audience.
Recommendations for All:

• If they can have a social marketing tool kit: this consists of the eSkwela brochure;
media/video clips of testimonials from the successful users of eSkwela; the video
briefing about their esKwela

• For every communication program, there has to be a time frame which can also
serve as basis for the monitoring and evaluation. In general, the communication
objectives should be SMART – which can also provide the measurable indicators
useful for M&E.

Philip Bilgera
Candon City

Stakeholder: Candon City Local Government (LCE)


Objective: Get the Local Government to commit to allocate funds for the internet
monthly payment of eSkwela Center

Communication Strategy:
1. Official meeting with the LCE and submission of the proposed resolution

My comments/Recommendations:

• The LCE can be invited to visit a eSkwela Center to showcase what the eSkwela
is, what it is doing.. etc. Make sure that there are media people around and the
public who are beneficiaries of the eSkwela. Invite other partners as well.

• Prior to the visit (in fact, prior to the preparation of the proposal), familiarize
yourself with the advocacies of the LCE. Align the goals of eSkwela with the
advocacies and focus on how the eSkwela can help in achieving those
advocacies. Check who among in the Local Executives can be your advocate/s.

• As a continuing effort, always seize the opportunity of publicizing the


accomplishments of your eSkwela. Like if there are those who passed the
equivalency test; those who were able to get a job. This will help you in your
future resource mobilization and partnership activities.

Recommendations for All:

• If they can have a social marketing tool kit: this consists of the eSkwela brochure;
media/video clips of testimonials from the successful users of eSkwela; the video
briefing about their esKwela

• For every communication program, there has to be a time frame which can also
serve as basis for the monitoring and evaluation. In general, the communication
objectives should be SMART – which can also provide the measurable indicators
useful for M&E

Jose S. Jasareno Jr
Sta. Cruz, Laguna
Target: OSYs

My comments/Recommendations:
The OSYs as a primary audience ca still be further segmentized – age range; marital
status; etc – this will help us get a general profile of the target audience and be able to
design the messages/communication materials that will reach them.

Formulate objectives in the SMART way with KAP (knowledge, attitude, and practice) as
the targets. You can start with awareness building; acceptance of eSkwela as a way to
realize their dreams and the actual enrollment in eSkwela.

The IEC materials should be tailor fit to the target audience.

Perlita Quinto
Narvacan, Ilocos Sur
Note: the communication plan is very much the same with the one submitted by Philip of
Candon City (and I don’t know if the communication plan is what is actually needed by
the eSkwela).

Stakeholder: Local Government Unit (LCE)

Objective: Get the Local Government to commit to allocate funds for the internet
monthly payment of eSkwela Center

Communication Strategy:
2. Official meeting with the LCE and submission of the proposed resolution

My comments/Recommendations:
• The LCE can be invited to visit a eSkwela Center to showcase what the eSkwela
is, what it is doing.. etc. Make sure that there are media people around and the
public who are beneficiaries of the eSkwela. Invite other partners as well.

• Prior to the visit (in fact, prior to the preparation of the proposal), familiarize
yourself with the advocacies of the LCE. Align the goals of eSkwela with the
advocacies and focus on how the eSkwela can help in achieving those
advocacies. Check who among in the Local Executives can be your advocate/s.

• As a continuing effort, always seize the opportunity of publicizing the


accomplishments of your eSkwela. Like if there are those who passed the
equivalency test; those who were able to get a job. This will help you in your
future resource mobilization and partnership activities.

Recommendations for All:

• If they can have a social marketing tool kit: this consists of the eSkwela brochure;
media/video clips of testimonials from the successful users of eSkwela; the video
briefing about their esKwela

• For every communication program, there has to be a time frame which can also
serve as basis for the monitoring and evaluation. In general, the communication
objectives should be SMART – which can also provide the measurable indicators
useful for M&E

Dionisio D. Mayo Jr.


Gapan City, NE

Stakeholder: LGUs and NGOs

Objective: Get the financial support of the LGU’s and NGO’s in maintaining the
software of eSkwela

Communication Strategy:
1. Presentation to the stakeholders of what eSkwela is.
2. Use of mass media in creating awareness about eSkwela

My comments/Recommendations:
The strategy for the two stakeholders should not be totally the same – we have to align
eSkwela to the advocacies of the LGUs and the NGOs.

• The prospective partners can be invited to visit a eSkwela Center to showcase


what the eSkwela is, what it is doing.. etc. Make sure that there are media
people around and the public who are beneficiaries of the eSkwela. Invite other
partners as well.

• Prior to the visit (in fact, prior to the preparation of the proposal), familiarize
yourself with the programs of the LGU and the target NGOs. Align the goals of
eSkwela with the advocacies and focus on how the eSkwela can help in
achieving those advocacies. Check who among in the Local Executives and
NGO members can be your advocate/s.

• For the NGO, prioritize them – which ones have education as their priority
program.

• Be specific in what support you are requesting – if financial support, exactly how
much?

• As a continuing effort, always seize the opportunity of publicizing the


accomplishments of your eSkwela. Like if there are those who passed the
equivalency test; those who were able to get a job. This will help you in your
future resource mobilization and partnership activities.

Recommendations for All:

• If they can have a social marketing tool kit: this consists of the eSkwela brochure;
media/video clips of testimonials from the successful users of eSkwela; the video
briefing about their esKwela

• For every communication program, there has to be a time frame which can also
serve as basis for the monitoring and evaluation. In general, the communication
objectives should be SMART – which can also provide the measurable indicators
useful for M&E
Aleta Begonia
Target: eSkwela Learners

My comments/Recommendations
The objectives listed in the communication plan submitted can be addressed by the
learning objectives of the modules or the programs that the eSkwela will implement.
Addressing these objectives cannot be done by a social marketing program but more of
the learning program.
Looking at the Communication strategies indicated in the plan submitted, it is more of
campaigning for enrollment to eSkwela.
It is important that the Center Manager knows exactly what the communication program
is for; who is the target audience; and what exactly is to be achieved in the
communication program.
If the target audience are the OSYs, I suggest the following:
The OSYs as a primary audience ca still be further segmentized – age range; marital
status; etc – this will help us get a general profile of the target audience and be able to
design the messages/communication materials that will reach them.

Formulate objectives in the SMART way with KAP (knowledge, attitude, and practice) as
the targets. You can start with awareness building; acceptance of eSkwela as a way to
realize their dreams and the actual enrollment in eSkwela.

The IEC materials should be tailor fit to the target audience.

Recommendations for All:

• If they can have a social marketing tool kit: this consists of the eSkwela brochure;
media/video clips of testimonials from the successful users of eSkwela; the video
briefing about their esKwela

• For every communication program, there has to be a time frame which can also
serve as basis for the monitoring and evaluation. In general, the communication
objectives should be SMART – which can also provide the measurable indicators
useful for M&E.
Rosa Alma Olitoquit
My Comments/Recommendations:
The communication plan identified two target stakeholders:
1. The learners themselves/OSYs (social marketing)

2. NSTP/Education Students (Social mobilization to support the social marketing


program)
For each stakeholder, there has to be a different set of material since the expected or
call for action is different: for Stakeholder 1 – it is to enroll at eSkwela and for
Stakeholder 2: to support the eSkwela by rendering services.
Stakeholder #2 will require also convincing the school officials where they are enrolled
to include eSkwela in their program/curriculum. This can be a start. Expecting them to
do the service on their own is yet another thing but my understanding is that the idea is
to do the eSkwela service to fulfill the requirements of their curriculum/program.

For the OSYs, the recommendations are as follows:


The OSYs as a primary audience ca still be further segmentized – age range; marital
status; etc – this will help us get a general profile of the target audience and be able to
design the messages/communication materials that will reach them.

Formulate objectives in the SMART way with KAP (knowledge, attitude, and practice) as
the targets. You can start with awareness building; acceptance of eSkwela as a way to
realize their dreams and the actual enrollment in eSkwela. While the target number of
OSYs has been specified and the expected action, the time frame was not indicated.

The IEC materials should be tailor fit to the target audience.


Recommendations for All:

• If they can have a social marketing tool kit: this consists of the eSkwela brochure;
media/video clips of testimonials from the successful users of eSkwela; the video
briefing about their esKwela
• For every communication program, there has to be a time frame which can also
serve as basis for the monitoring and evaluation. In general, the communication
objectives should be SMART – which can also provide the measurable indicators
useful for M&E.

Vivian (Family name not indicated – only the address as


viviandeped@yahoo.com)
Agoo, La Union

Target: 25 OSYs

Comments/Recommendations

What exactly is the objective? Get the 25 OSYs enrolled at eSkwela? The other
objectives listed are better addressed by the learning objectives. Getting them to qualify
to the A&E test should also be part of the objectives of the learning program (including
the mechanism to reduce attrition).

Based on the communication material/message indicated in the plan, the objective


really is to get the 25 OSYs enrolled. The next question is are these 25 already
identified? If they are, then what can be done is a targeted marketing or personal
communication. However, if there is also the intention to build public awareness about
eSkwela, then the suggested communication strategies can also be done/implemented.
The project implementers however should be clear about what they want to do and what
they want to accomplish at the end of the program. There has to be a perfect fit
between the communication strategies and the objectives.

Your advertising material:


“Learn IT…” for Free

Is good.. however, this is assuming that they (your target audience) know what I.T
means. Probably Internet or computer is more understandable.
Recommendations for All:

• If they can have a social marketing tool kit: this consists of the eSkwela brochure;
media/video clips of testimonials from the successful users of eSkwela; the video
briefing about their esKwela

• For every communication program, there has to be a time frame which can also
serve as basis for the monitoring and evaluation. In general, the communication
objectives should be SMART – which can also provide the measurable indicators
useful for M&E.

Dominador Guinid
Alfonso Lista, Ifugao

Stakeholder: OSYs

Objective: to enroll 12 OSYs (Nov-Dec2010)

My Comments/Recommendations
The planned communication strategy may not be able to contribute much to attaining
the objective like the use of streamers and the radio. These strategies are ok if we just
want to created awareness about the eSkwela. If you will be using posters/tarps or
radio programs, there should be additional information as to who to contact or where to
go if they are interested to enroll. The placement of the communication materials and
airing of the radio ads should also take into consideration the time the target audience
are likely to listen (or are they listening at all?).

An orientation for the newly elected Barangay officials was also included but the
purpose of the orientation was not indicated in the plan? What exactly do we want the
Barangay Officials to do?
The communication plan also mentioned the mobilization of the SED allocation for ALS?
Should there be something to be done for this to materialize?

For the OSYs, the recommendations are as follows:


The OSYs as a primary audience ca still be further segmentized – age range; marital
status; etc – this will help us get a general profile of the target audience and be able to
design the messages/communication materials that will reach them.

Formulate objectives in the SMART way with KAP (knowledge, attitude, and practice) as
the targets. You can start with awareness building; acceptance of eSkwela as a way to
realize their dreams and the actual enrollment in eSkwela. While the target number of
OSYs has been specified and the expected action, the time frame was not indicated.

The IEC materials should be tailor fit to the target audience.


Recommendations for All:

• If they can have a social marketing tool kit: this consists of the eSkwela brochure;
media/video clips of testimonials from the successful users of eSkwela; the video
briefing about their esKwela

• For every communication program, there has to be a time frame which can also
serve as basis for the monitoring and evaluation. In general, the communication
objectives should be SMART – which can also provide the measurable indicators
useful for M&E.

Florena M. Deuna
Sorsogon City

(same communication plan as Dominador of Alfonso Lista) although Ms Deuna


identified another stakeholder the city mayor.

Stakeholder 1: OSYs
Objective: to enroll 25 OSYs (Nov-Dec2010)
My Comments/Recommendations
The planned communication strategy may not be able to contribute much to attaining
the objective like the use of streamers and the radio. These strategies are ok if we just
want to created awareness about the eSkwela. If you will be using posters/tarps or
radio programs, there should be additional information as to who to contact or where to
go if they are interested to enroll. The placement of the communication materials and
airing of the radio ads should also take into consideration the time the target audience
are likely to listen (or are they listening at all?).

An orientation for the newly elected Barangay officials was also included but the
purpose of the orientation was not indicated in the plan? What exactly do we want the
Barangay Officials to do?

The communication plan also mentioned the mobilization of the SED allocation for ALS?
Should there be something to be done for this to materialize?

For the OSYs, the recommendations are as follows:


The OSYs as a primary audience ca still be further segmentized – age range; marital
status; etc – this will help us get a general profile of the target audience and be able to
design the messages/communication materials that will reach them.

Formulate objectives in the SMART way with KAP (knowledge, attitude, and practice) as
the targets. You can start with awareness building; acceptance of eSkwela as a way to
realize their dreams and the actual enrollment in eSkwela. While the target number of
OSYs has been specified and the expected action, the time frame was not indicated.

The IEC materials should be tailor fit to the target audience.


For Stakeholder #2: City Mayor

Objective: advocate enrollment to ALS thru eSkwela

This is rather an abstract call for action. Advocate enrollment through what? But
whatever the specific action is expected from the City Mayor, he/she should “buy” the
idea of eSkwela.

• The City Mayor can be invited to visit a eSkwela Center to showcase what the
eSkwela is, what it is doing.. etc. Make sure that there are media people around
and the public who are beneficiaries of the eSkwela. Invite other partners as
well.

• Prior to the visit (in fact, prior to the preparation of the proposal), familiarize
yourself with the programs of the City Mayor. Align the goals of eSkwela with the
advocacies and focus on how the eSkwela can help in achieving those
advocacies. Check who among in the Local Executives can be support the
program.

• As a continuing effort, always seize the opportunity of publicizing the


accomplishments of your eSkwela. Like if there are those who passed the
equivalency test; those who were able to get a job. This will help you in your
future resource mobilization and partnership activities.

Recommendations for All:

• If they can have a social marketing tool kit: this consists of the eSkwela brochure;
media/video clips of testimonials from the successful users of eSkwela; the video
briefing about their esKwela

• For every communication program, there has to be a time frame which can also
serve as basis for the monitoring and evaluation. In general, the communication
objectives should be SMART – which can also provide the measurable indicators
useful for M&E.

JOJO

Stakeholder: OSYs in the poblacion


Objective: enroll 25 OSYs in eSkwela
(this makes it 3 with exactly the same objective!! Kaloka!)
My Comments/Recommendations
The planned communication strategy may not be able to contribute much to attaining
the objective like the use of streamers and the radio. These strategies are ok if we just
want to created awareness about the eSkwela. If you will be using posters/tarps or
radio programs, there should be additional information as to who to contact or where to
go if they are interested to enroll. The placement of the communication materials and
airing of the radio ads should also take into consideration the time the target audience
are likely to listen (or are they listening at all?).

An orientation for the newly elected Barangay officials was also included but the
purpose of the orientation was not indicated in the plan? What exactly do we want the
Barangay Officials to do?

The communication plan also mentioned the mobilization of the SED allocation for ALS?
Should there be something to be done for this to materialize?

For the OSYs, the recommendations are as follows:


The OSYs as a primary audience ca still be further segmentized – age range; marital
status; etc – this will help us get a general profile of the target audience and be able to
design the messages/communication materials that will reach them.

Formulate objectives in the SMART way with KAP (knowledge, attitude, and practice) as
the targets. You can start with awareness building; acceptance of eSkwela as a way to
realize their dreams and the actual enrollment in eSkwela. While the target number of
OSYs has been specified and the expected action, the time frame was not indicated.

The IEC materials should be tailor fit to the target audience.


Recommendations for All:

• If they can have a social marketing tool kit: this consists of the eSkwela brochure;
media/video clips of testimonials from the successful users of eSkwela; the video
briefing about their esKwela
• For every communication program, there has to be a time frame which can also
serve as basis for the monitoring and evaluation. In general, the communication
objectives should be SMART – which can also provide the measurable indicators
useful for M&E.

Grace Adriano

Stakeholder: OSYs and adults

Objective: 75% of the OSYs and adults identified enroll at eSkwela

My Comments/Recommendations:
• What exactly is meant by “identified” in the statement of objective?

• The streamers, flyers, tarps may only be able to create awareness and may not
do much in terms of really motivating the target audience to take the action of
enrolling at eSkwela.
• There is the orientation/meeting indicated in the communication strategy… this is
with whom? If with the target learners (the OSYs), then the first step is
convincing them to attend the orientation.
How can you convince them to forego whatever it is that they will do and attend
the orientation? The question “what’s in it for me?” should be considered –
meaning, you have to think of what can make them attend the activity? Give
aways? Prizes? Snacks? A local celebrity/figure?

Once there, the next challenge is to get them to stay all throughout your
presentation.

You’ve got to know them better so you can design the message in such a way
that you can relay what you want them to know and take that action of enrolling.
In the funding, LGUs, Pos and NGOs were also listed and this would mean social
mobilization and another communication program to sell the idea to them.
Recommendations for All:

• If they can have a social marketing tool kit: this consists of the eSkwela brochure;
media/video clips of testimonials from the successful users of eSkwela; the video
briefing about their esKwela

• For every communication program, there has to be a time frame which can also
serve as basis for the monitoring and evaluation. In general, the communication
objectives should be SMART – which can also provide the measurable indicators
useful for M&E.

Elaine T. Balaoagan
RC-4a

Stakeholders: OSYs and adults

Comments:
The objective should be SMARTly stated. Lessen illiteracy rate is not specific… by how
much? Until when? Etc

The communication plan – again should be more focused but this will be based on
exactly what do you want to achieve in doing the program. The communication
strategies indicated in the submitted plan is more of creating awareness (streamers and
radio program). The word of mouth is something but this has to have other supporting
communication strategies to make it different from just being chismis. The meeting with
barangay officials is for what purpose?

My assumption is that the objective is to get the OSYs and adults enrolled in eSkwela.

For the OSYs, the recommendations are as follows:


The OSYs as a primary audience ca still be further segmentized – age range; marital
status; etc – this will help us get a general profile of the target audience and be able to
design the messages/communication materials that will reach them.

Formulate objectives in the SMART way with KAP (knowledge, attitude, and practice) as
the targets. You can start with awareness building; acceptance of eSkwela as a way to
realize their dreams and the actual enrollment in eSkwela. While the target number of
OSYs has been specified and the expected action, the time frame was not indicated.

The IEC materials should be tailor fit to the target audience.


Recommendations for All:

• If they can have a social marketing tool kit: this consists of the eSkwela brochure;
media/video clips of testimonials from the successful users of eSkwela; the video
briefing about their esKwela

• For every communication program, there has to be a time frame which can also
serve as basis for the monitoring and evaluation. In general, the communication
objectives should be SMART – which can also provide the measurable indicators
useful for M&E.

Roel T. Anonuevo
Alaminos, Pangasinan

Stakeholder: The City School Board

Objective: The passage of the Resolution for the Institutionalization of the eSkwela in
Alaminos, Pangasinan and the allocation of the 20% of the SEF for eSkwela

Communication Strategies:
1. Meeting with the School Board

2. Presentation of the draft resolution


My Comments/Recommendations
I am not quite sure but who chairs the School Board? Is it the mayor? Who constitute
the Board?
If the mayor sits at the School Board (or even chairs it), then he/she has the final say on
the matter or if not the final say, then his opinion will mean a lot towards whatever
decision the Board will arrive at. In this case, then again, you should be familiar with the
advocacies/programs of the mayor and align the eSkwela mission to these advocacies.
Check also who among the members can be your ally and who can sponsor/advocate
for the approval of your resolution. If at all possible, invite the members of the City
Board to the eSkwela Center.
Recommendations for All:

• If they can have a social marketing tool kit: this consists of the eSkwela brochure;
media/video clips of testimonials from the successful users of eSkwela; the video
briefing about their esKwela

• For every communication program, there has to be a time frame which can also
serve as basis for the monitoring and evaluation. In general, the communication
objectives should be SMART – which can also provide the measurable indicators
useful for M&E.

Ericson Eduardo
Jaen, Nueva Ecija

Stakeholder: The Federated Parents-Teachers Association (FPTA)


Objective: Get them to partner with eSkwela

My Suggestions:
In your submission, you listed the following as your expectations from FPTA
1. Recruitment/helps in disseminating information about eSkwela

2. Help in soliciting funds for the eSkwela

3. Advocate for the program

Check on the mission/vision of the Association and align it to the mission/vision of


eSkwela. Request for an official presentation of what the eSkwela is all about – invite
them to a visit to the eSkwela Center which can culminate to a presentation of the
proposal for the partnership. The proposal should highlight how FPTA and eSkwela can
collaborate to better achieve the respective goals.
Check also who among the members of the FPTA can be your ally and who can
support/advocate for your proposal among the other members. If there are LCE’s
supporting you and whom you can also invite during the presentation/visit, then do thatr
as well.

Recommendations for All:

• If they can have a social marketing tool kit: this consists of the eSkwela brochure;
media/video clips of testimonials from the successful users of eSkwela; the video
briefing about their esKwela

• For every communication program, there has to be a time frame which can also
serve as basis for the monitoring and evaluation. In general, the communication
objectives should be SMART – which can also provide the measurable indicators
useful for M&E.

Huberto Ursua
Naga City

The Campaign is for: “Libre Pasahe Punta eSkwela” Program

The Objective of the Campaign is to mobilize resources and partners to support the
program
Communication Strategy:
Production of leaflet about the program. The leaflet has a reply slip.

My comments/recommendations:

Just having the leaflet is a very passive way of doing the campaign for partners
mobilization. You will not get anything using that strategy.

What you should do:

Identify the possible partners in this undertaking. Those that have similar advocacies.
Take note that the resources here may not just be money. Those with vehicles may also
be able to commit support (like owners of passenger jeepneys who will commit to no
longer charging fare to eSkwela enrollees after presentation of their ID and IF the
destination is the eSkwela Center).

Prioritize your list. Work first in your Priority Group 1 and so on.

Request a formal meeting for the presentation of the program to these partners or better
yet, organize a “Partners Day” wherein you will invite the potential partners to visit the
eSkwela Center. Invite media; invite LCEs who are also supporting the eSkwela. Be
sensitive of political affiliations. Make a list of the possible support that can be
done/provided by the partners from providing money to free ride, etc.

Recommendations for All:

• If they can have a social marketing tool kit: this consists of the eSkwela brochure;
media/video clips of testimonials from the successful users of eSkwela; the video
briefing about their esKwela

• For every communication program, there has to be a time frame which can also
serve as basis for the monitoring and evaluation. In general, the communication
objectives should be SMART – which can also provide the measurable indicators
useful for M&E.

Ricardo Tejeresas

Stakeholder: Intervida Phils Foundation

Objective: Seek the support of the Foundation and allow the use of its facilities (room,
computers and tables) as eSkwela Centers in selected barangays

Communication Strategy:
Proposal and the formal presentation of the proposal

Comments/Recommendations:
First, do some gathering of information:
1. find out if these facilities are not being used by the Foundation

2. Information about the Foundation: what are their programs and advocacies? Are
they aligned with the mission/vision of eSkwela?
3. Who are the members who can be your allies?

4. What can you offer as an exchange deal? Like they can also use computers?
They can send students? What?
5. Will they also be the one to pay for the internet connection?

6. Seek the support of the LCEs and the Barangay officials in the selected
barangays
Request for the official presentation of your proposal.

Recommendations for All:


• If they can have a social marketing tool kit: this consists of the eSkwela brochure;
media/video clips of testimonials from the successful users of eSkwela; the video
briefing about their esKwela

• For every communication program, there has to be a time frame which can also
serve as basis for the monitoring and evaluation. In general, the communication
objectives should be SMART – which can also provide the measurable indicators
useful for M&E.

Timothy Warden
SFCC, San Fernando, La Union

Comments:

The communication plan submitted addresses both campaign for enrollment and
mobilizing partners and resources.

1. Campaign for enrollment

Strategy: Identify and contact the most recent 2 nd and 3rd year public HS students
who failed to enroll
Question: Will they be the primary targets of the eSkwela?
This will necessitate just getting the data from the schools in the area. The
communication campaign proper will be in the form of convincing these students
(and their parents/guardians) to enroll at eSkwela.
For the purpose stated, the following can be undertaken:
a. House to house visits (since the students had been identified). Leaving them
some materials about eSkwela. (note: the message contained in the materials
should be tailor-fit to the students and the parents. This will also necessitate
knowing the reasons why the students failed to enroll.
b. A general orientation (can be held at the Barangay Hall with the Barangay
Captain or in the Municipal Hall where the mayor can also be present).
In the orientation, answers or ways by which the concerns or constraints to
enrollment in the conventional school should be presented. This, again, would
necessitate mobilizing partners which can provide the needed resources.
Again: the first crucial step is getting them to attend the General Orientation and
listen to what you have to say about eSkwela.

2. Mobilizing Partners and Resources

Objective of the Communication Plan: Solicit funds from civic organizations and
individuals to provide for scholarship (fare and merienda) of those who will enroll in
eSkwela (for 28 enrollees for 10 months).

This is in support of Activity #1 (campaign for enrollment).

What can be done:


1. Make a list of potential partners (individuals and organizations). Prioritize
them. Know the programs and advocacies of these potential partners and
align them to the mission/vision of eSkwela.
2. Organize a Partners Day wherein you will invite them to visit the eSkwela
Center and you can make official presentation about eSkwela and your
proposal for assistance. Invite the LCEs and other allies; present success
stories; present potential scholars who will be the beneficiaries of the
program. If a partners Day is not possible, request a formal presentation of
your proposal For each organization, identify possible allies who can support
or lobby for your proposal.

The three other activities included in the plan are more of communication strategies
which can be done in support of Activities 1 and 2. These activities are:
1. Visit to the Barangay officials; demonstration of eSkwela modules and distribution
of promotional materials in the barangays
2. Radio advertisements

3. The laptop computer award

Actually, the barangay officials can be included in the Activity 2. For the radio station, a
separate proposal should be done. Think of what can be exchanged in return for the
airing of the ads about eSkwela like posting of the radio stations logo and schedule of
programming in the eSkwela Center, etc.
The laptop award is a system by which you can get the support of the barangays. Think
of other forms of recognition for the 2nd and 3rd placer probably.

Recommendations for All:

• If they can have a social marketing tool kit: this consists of the eSkwela brochure;
media/video clips of testimonials from the successful users of eSkwela; the video
briefing about their esKwela

• For every communication program, there has to be a time frame which can also
serve as basis for the monitoring and evaluation. In general, the communication
objectives should be SMART – which can also provide the measurable indicators
useful for M&E.

No Name
Stakeholder: OSYs

Objective: 40% of the OSYs will enroll in eSkwela

Communication Strategies:
Sending message to the OSYs (through what/how?); tarps and FB

Comments:

The objective has to be SMART: OSYs in what area? Until when?

The communication strategy should also be more specific. There has to be a more
targeted campaigning like house visits; orientation program, etc.

The communication plan also included partner mobilization (LGU; NGO; etc). There
should be a separate communication plan for potential partners to mobilize resources.
Recommendations for All:

• If they can have a social marketing tool kit: this consists of the eSkwela brochure;
media/video clips of testimonials from the successful users of eSkwela; the video
briefing about their esKwela

• For every communication program, there has to be a time frame which can also
serve as basis for the monitoring and evaluation. In general, the communication
objectives should be SMART – which can also provide the measurable indicators
useful for M&E.