Creative questions
1. Future Vision of the organization:
In 2025, Metro de Santiago will consolidate in the C2, C3 and D segment as a service of pride because it is the best means of underground transportation in the region Metropolitan by being safe and hygienic, which gives it recognition international.
Below is the explanation of the components of the Future Vision from the organization mentioned above:
to. Goal: To be a proud service.-Justification seeks to be a comprehensive service that respond effectively to the needs and expectations of your internal customers, intermediate and external, as well as those involved in Chile.
b. Standard: a safe and hygienic means of transport with recognition international - Justification This action seeks to be an impulse based on generating a sustainable and sustainable corporation, in addition to, a concrete and feasible guideline of reach.
c. Deadline: 2025- Justification: it is a limited deadline given that Metro must think about a rapid recovery of prestige and image, given the pandemic and the distrust of the citizenship in general considering a strong, clear and expeditious positioning.
2. Purpose of the Communication Management Strategy:
Metro De Santiago, raises its service satisfaction average (hygienic, safe and of pride) in the C2, C3 and D segment by 20% and consolidates its national reputation and internationally in a period of 3 years.
3. Justification of purpose:
The focus on the context of crisis responds to a shaky economic system, but mainly affected by the health crisis caused by Covid-19, which marks a precedent of health that must be present in all its facilities as a greater good in health, of total sustainability based on a rigorous standard of safety and hygiene in pandemic with effective measures and social responsibility with relationship with stakeholders and the Chilean community in general. The purpose is in accordance with the crisis generated by the pandemic that, in addition to affecting people, has caused demand for the service and the economic power of Metro Due to fall. Santiago in relation to the fact that the Metropolitan Region represents more than 50% of the infections by Covid-19 in Chile accumulated to date, thus, management is sought communication in the form of purpose in health in the face of latent dangers in health in the Metro facilities, second, the low motivation of the internal customer evidenced in surveys, or therefore, the ineffective management of internal resources, and finally, the serious crisis of confidence in the organization which must be a constant line of management in order to raise national and international prestige.
In short, it is driven by evidence of the prioritized problems and the context, better satisfaction percentages as a service (hygienic, safe and proud) and a greater reputation in every sense explicitly in the purpose.
4. Strategic concept:
“Comprehensive
security”
The justification of the concept is related to “comprehensive” security in every sense: health, efficiency, safety and pride in the service image; or said of Another way, Metro translates in the mind as hygiene, safety, efficiency, so that when “Santiago Metro” is mentioned, people must translate it automatically in security.
5. Strategic objectives to achieve the purpose of the strategy
STRATEGIC OBJECTIVES/COMPONENTS/PRODUCTS
OBJECTIVE/COMPONENT 1. Within a period of 1 year, Metro De Santiago obtains national and international certifications in sanitation Activities Keys Term Aim Budget Annual Supports Communications
Communication and training of protocol security and prevention in pandemic and others threats health based to a security integral and a service pride
Six months Communication and training formulation of protocol security and prevention updated versus pandemic and step by step plan passed, likewise, before any other threat sanitary possible or verifiable (in front of lifting of information scientific)
36,202.65 USD Techniques features such as One to One (consists of a small interaction, randomly, with a member of the organization), Daily meeting (it is a group meeting, daily and lasting between 15 and 20 minutes), breakfasts or meals, videoconferences and support on screens/panels of Metro De Santiago and informal communication links (Whatsapp, Telegram, among others)
Organizational Communication: Internal coordination and systematization
Meter Santiago performs agreements
Four months Metro Santiago makes agreements national and international with companies of sanitation
103,436.1489 USD Digital communication techniques through newsletters and newsletter, also provided by offline media (radio, television and press) mainly focused on public relations (business camaraderie) physical or digital given the health contingency and country reality
Journalism: Broadcasting
Public relations: Contacts
OBJECTIVE/COMPONENT
2. Within a period of 2 years, a motivational study center and employment direction will be installed in the Santiago Metro Activities Keys Term Aim Budget Annual Supports Communications
Job growth strategy in internal resources
One year and half Information and structuring of the possibility of transfer to other government entities and scholarships for studies based on national and international cooperatives
72,405.30 USD Internal Communication Technique (panels, screens, etc.) and events (physical or digital social meeting) to strengthen ties supported primarily by the Metro De Santiago intranet computer system (updated and with a robust system)
Organizational Communication: Internal coordination and systematization
Public relations: Contacts
Fair for potential researchers
One year Fair that seeks candidates and research powers in matters of work motivation
310,308.4466 USD Stands in Metro De Santiago and targeted communication in the form of invitations on professional networks of virtual social networks (facebook, linkedin, etc.) with a digital or physical event given the contingency
Public relations: Lobby Journalism: Broadcast (News)
OBJECTIVE/COMPONENT 3. Within a period of 7 months, a motivational campaign is launched against being part of Santiago Metro as the pride of Chile in relation to the strategic concept in all mass and non-mass media (360°).
Activities Keys Term Aim Budget Annual Supports Communications
Development of 360° communication strategy
40 business days Development of a 360° communication strategy with a strategic concept based on a reputation of high pride and social responsibility for Metro De Santiago
155,154.22 USD Having the campaign as the main technique, the main supports are the media and the advertising message
Journalism: Broadcast (News)
Advertising: 360° campaigns
Webinar's and conversations with CIIE and those involved
In 120 days
Generate a space for integration, identification and proposals for the Santiago Metro as a service of Chilean pride
41,374.46 USD Supported by journalistic techniques and the advertising message in mass media
Public relations: Lobby
Journalism: Broadcast (News)
Advertising: 360° campaigns