PRESIDENT�s MEETING WITH THE CHAIRMEN OF REGIONAL COUNCILS by 3jJlJy

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									PRESIDENT’s MEETING WITH THE
CHAIRMEN OF REGIONAL COUNCILS &
CHAPTERS UPTO “B” GRADE

2nd & 3rd February 2012



Progress Report & Agenda
Directorate of Public Relations & Corporate Communication
  IMAGE BUILDING

– Image Building Activities vide Print & Electronic Media
  Publicity coupled with Career Awareness Programmes
  organised by the Headquarters, Regional Councils and
  Chapters in 2011, resulted in attracting more & more students
  to join the course thus leading to increased student
  Registration.

– A similar PR exercise is recommended for the year 2012.

– For this purpose the Executive Officers of all Regional
  Councils and Chapters must play the role of Public Relation
  Officers & make full use of Cost-free Print & Electronic Media
  Publicity.

– Media Visibility & focussed Career Awareness in non-metro
  cities were the thrust areas in 2011 & will continue to be the
  same in the year 2012

– An Action Plan for creating visibility of the profession in the
  year 2012 is placed for implementation all over India.
   Action Plan for Career Awareness in the year 2012

   All India coordinated and concerted efforts towards focused
   Career Awareness Programmes in non-metro cities / remote
   areas need to be collectively pursued by the Headquarters
   /Regional Councils and Chapters.

• Focus areas have been identified for Conducting Career
  Awareness Programmes in the year 2012 in the remote/ rural
  and interior regions of different states across India in a phased
  manner. (Please refer to Pages 16-17 of Booklet –II of the Agenda).

• Special Focus Areas have also been identified based on low
  Students Registration to the CS Course ( Having Registration of
  less than 100 students) for conducting Career Awareness
  Programmes (Regionwise List has been circulated).

• Each Regional Council to target TWO STATES in each quarter
  and conduct Career Awareness Programmes in the areas
  identified in these States.
            SPECIAL FOCUS AREAS (Having Student registration Less
            than 100 )FOR CAREER AWARENESS PROGRAMMES :
Region    State              Areas Identified
          ASSAM              DIBRUGARH, NAGAON,
          JHARKHAND          HAZARIBAGH
   EIRC
          ORISSA             DHENKANAL, KEONJHAR,
          Himachal Pradesh   BILASPUR,KANGRA,MANDI ,
          Haryana            AMBALA CANTT , GOHANA , MOHINDERGARH
          Punjab             BATHINDA ,ROPAR, ZIRAKPUR, HOSHIARPUR,
          Rajasthan          BHIWADI , DHOLPUR, JALORE, SRI GANGANAGAR
   NIRC   Uttaranchal        NAINITAL
          Uttarakhand        DEHRADUN
          Uttar Pradesh      BALLIA , BANDA, DEORIA , GHAZIPUR, GREATER NOIDA, MODI NAGAR,
                             SONEBHADRA, SULTANPUR , UNNAO
          Andhra Pradesh     ADILABAD, ANANTAPUR, KHAMMAM , KURNOOL, PRAKASAM, VIZIANAGARAM
          Kerala             ALAPPUZHA, KOZHIKODE, MALAPPURAM,
   SIRC
          Karnataka          BAGALKOT, GADAG, KARWAR , KOLAR, RAICHUR,
          Tamilnadu          HOSUR , NAMAKKAL, THANJAVUR , THENI, TIRUPUR,
          Chhattisgarh       AMBIKAPUR, RAIGAD,

          Goa                GOA

   WIRC   Gujarat            ANKLESHWAR, PORBANDAR, SURENDRANAGAR, VERAVAL,

          Maharashtra        AMBERNATH , BHANDARA , DOMBIVALI EAST, PARBHANI , WARDHA , KALYAN
                             EAST,
          Madhya Pradesh     CHHATARPUR , MANDSAUR , MORENA , SHIVPURI, DHAR ,(MP)GUNA , KATNI,
                             NAGDA, SEONI , SINGRAUL
Steps to follow during Career Awareness
Activity for the year 2012


CAREER AWARENESS activity to
be undertaken by Regional
Councils and Chapters to be
divided    into    4    PHASES
(Quarterly basis) for the entire
year.
Focus on CAREER AWARENESS ACTIVITY during
1st QUARTER (January- February – March 2012) :


The months of JANUARY-FEBRUARY-MARCH are
usually the months of examination preparation for
class Xth and XI the and also for Colleges.

It is also the time for Board Examinations for Class
XIIth therefore the Career Awareness Activity in
1st Quarter to focus on:

•   CAREER FAIRS across India.

•   CAPS in COLLEGES which have Annual Meets
    and Exhibitions (as Schools are closed for
    Exams.)
    Focus on CAREER AWARENESS ACTIVITY during
    2nd QUARTER (April – May –June 2012) :

  Distribution of pamphlets on CS COURSE In
  Schools & Colleges at the time of New Admission
  Sessions in Colleges across India starting May/
  June 2012.
• Career Awareness Programmes in Resident
  Welfare Associations (RWAs) in Metros.
• Participation in Career Seminars organized by
  National/Vernacular Publications.

• Career Awareness Programmes to be conducted
  in Corporates, where CAP or educative seminars
  can be organised for the benefit of the
  Employees.
• Participation in Career Fairs will continue.
  Focus on CAREER AWARENESS ACTIVITY during
  3rd QUARTER (July-August-September 2012) :



 CAREER AWARENESS WEEK-I TO BE
  CELEBRATED ALL OVER INDIA DURING
  JULY - AUGUST - SEPTEMBER 2012. (CAW-I)

 Career Awareness Programmes to be organised
  in Metros/Semi-urban/ Rural Areas.

 Distribution of CS Pamphlets in schools and
  Colleges during Career Fairs/Book Fairs &
  Exhibitions.
      Focus on CAREER AWARENESS ACTIVITY during
      4th QUARTER (October-November-December 2012) :




• To organise Career Awareness Programmes in
  coordination with the ICSI Counsellors to reach
  Remote / Semi-urban areas

• CAREER AWARENESS WEEK- II BE CELEBRATED
  ACROSS INDIA DURING DECEMBER 2012 - JANUARY
  2013 (CAW-II)
CELEBRATING ONE DAY EVERY YEAR AS
CAREER AWARENESS DAY ACROSS INDIA


  It is proposed to celebrate ICSI Foundation Day
  (4th October) as Career Awareness Day all Across
  India.

 Regional Councils to conduct 5 nos. of Careeer
  Awareness     Programmes.     Members,      ICSI
  Counsellors & Chapters to conduct at least one /
  two Career Awareness Programmes in Schools
  and Colleges across India.

 The Idea behind the same is to have at least 500
  Career Awareness Programmes in a single day.
     No. of Career Awareness Programmes
     proposed to be achieved on Career
     Awareness Day
                                         Estimated No. of CAPS on ICSI
S.No          CAP to Be Organised By
                                                      Foundation Day
                                                  20
       5 Nos. of CAP to be conducted
 1
            by Each Regional Council (4 Regional Councils x5 CAPs
                                           each = 20 CAPs)
                                                   136
       2 Nos. of CAP to be conducted
 2                                     (68 Chapters x 2CAPs each=
                     by Each Chapter
                                               136 CAPs )
       Members ( 28000)
       ( even if 1% of the members
 3                                                  280
       respond to the request sent
       through Bulk Mail )
                                                   97
 4                        Counsellors (97 Counsellors x1CAPs each
                                              = 97 CAPs)
                    Total Programmes                533
    CAREER FAIRS AND EXHIBITIONS :

 With a view to creating awareness about the CS
  Course, the Institute organises for participation in
  Exhibitions in Schools / Colleges & Education Fairs held
  by reputed Event organisers all over India.
 Regional Councils & Chapters should frequently
  participate in :
    –    Career Fairs/Exhibitions organised by Schools,
         Colleges & Universities (Efforts to be made for cost-
         free participation; complimentary stalls)
    –    Education Fairs organised National / Vernacular
         Publications & reputed event organizers viz. Education
         Times, CII, HT Education, Rajasthan Patrika , Sakal
         Media, Malayala Manorama Group, Telegraph,
         Lokmat Group, Assocham, AIMA / other media
         houses provide an excellent platform for visibility.

    –    Cost to be negotiated since ICSI is not a commercial
         organization but a service organization
 Team for Career Awareness
 Programmes
 “COMMITTEE FOR CAREER AWARENESS ”
  may be constituted at Regional Councils &
  Chapters.

 RC’s and Chapters to extend invitation to
  Council Members, Regional Council Members
  and Senior Members of the profession to
  address Career Awareness sessions.
PROMOTIONAL STRATEGY FOR CAREER
AWARENESS ACTIVITIES IN SCHOOLS &
COLLEGES AND CAREER FAIRS :

 We need to Target 10th , 12th Students and College
  Students
 Conduct CAPS during Parent Teachers Meet
 Interactive Meetings to be conducted with HOD’s of
  Commerce Department/ School/ College Principals
 Film on “ Career as a Company Secretary” sent to
  Regional Councils and Chapters may be screened
  during the Career Awareness Sessions.
 To organise display Of Posters at Schools / colleges
  University Libraries
 Distribution of CS Pamphlets and Brochures during
  New Academic Sessions &
 Display Educative Canopies for branding
 PROMOTIONAL STRATEGY FOR CAREER
 AWARENESS ACTIVITIES IN SCHOOLS &
 COLLEGES AND CAREER FAIRS :

 Display Standees /Posters in Education Fairs &
  Exhibitions
 Distribution of CS Leaflets through Newspaper
  Vendors.
 CAPs to be conducted in PPP Centres empanelled for
  imparting oral coaching to CS Students under Public
  Private Partnership scheme.
 Promoting online Registration www.icsi.in during
  Career Awareness Programmes.
 To explore the possibility of conducting Career
  Awareness Programmes in Administrative Staff
  Colleges present in various cities.
 Utilisation of quarterly reimbursement plan of
 Rs.500/- per Career Awareness Programme by
 Regional Councils/Chapters

• All the Regional Councils / Chapters must make efforts
  towards achieving their targets fixed for Student
  Registration, by conducting increased number of
  Career Awareness Programmes and participation in
  Career Fairs.

• Expenses incurred towards organizing CAPs will be
  reimbursed; subject to a maximum of Rs.500 (Rupees
  five hundred only) per programme.
  [ Being revised to Rs.1,500/- per Programme with effect from 1st April
        2012]


• The expenses will be reimbursed on quarterly basis.
 INCREASING THE APPOINTMENT OF COUNSELLORS
 ACROSS INDIA FOR SPREADING AWARENESS IN
 NON-METRO CITIES / RURAL AREAS.

• APPOINTMENT OF COUNSELLORS
    The Institute appoints counsellors in those towns and
    cities where there is potential for the growth of the
    profession but Chapters cannot be constituted for want
    of requisite number of students and members.
    Counselors once appointed , act as a bridge between
    the Institute and the students.
Eligibility:
• A Member of the Institute
• HOD/Professor/ Lecturer of Management, Commerce
    or Law
Total Counsellors =97
• (EIRC=15, NIRC=30, SIRC=31, WIRC=20, Overseas=1)
 INCREASING THE APPOINTMENT OF COUNSELLORS
 ACROSS INDIA FOR SPREADING AWARENESS IN
 NON-METRO CITIES / RURAL AREAS.

• There is need to increase the no. of Counsellors.
• All Regional Councils / Chapters must promote the
  Scheme of appointment of Counsellors by
  providing Forms and Guidelines to Members /
  HODs of Commerce Department / Principals of
  Schools and Colleges in different parts of the
  country to become Counsellors.
• Members in remote areas be approached for
  nominating them as ICSI Counsellors.
• The Counsellors may be invited by the RC’s and
  Chapters to participate in all the functions
  organised by them.
  PRINT MEDIA PUBLICITY

Cost-free Print Media Publicity :
All India Image Building of the Institute to be
achieved through Cost-free National &
Regional Print Media Publicity by way of
publicising the CS Course & Profession through :
 Career Features
 Press Interviews
 Press Releases &
 Press Conferences across India collectively
  by HQs /Regional Councils and Chapters.
 PRINT MEDIA PUBLICITY

RC’s and Chapters to :
 – Maintain Regular Liaison with Chief Reporters
   and Business Bureaus of Regional Newspapers.
 – Invite Print & Electronic Media to cover the
   Programmes & Seminars.
 – Organise for dissemination of Press Releases
   through PTI and UNI, the leading News
   Agencies for all India coverage.
 – To disseminate Press Release issued by HQ on
   various subjects for publication in the local
   media.
 – To send the Press coverage received / Press
   Clippings to the Headquarters.
 PRESS CONFERENCES

– Nationwide Press Meets to be organised by
  Regional    Councils     and        Chapters
  coinciding with the visit of ICSI President /
  Vice President and Secretary & CEO.

– Press Meets also to be organised in the
  non-metro regions.

– Press Releases alongwith Press Kits to be
  distributed to the media for extensive all
  India press coverage.
      ADVERTISEMENTS (PRINT MEDIA)
With a view to attract the young talent to join the CS course:
    – Display Advertisements highlighting the Cut-off dates are
      released all over India including non-metro / rural areas
      with attractive captions during February- March & August-
      September in leading Newspapers / Vernacular dailies.
    – Corporate Advertisements highlighting the Role of CS are
      published in Special issues of Business Newspapers &
      Magazines as well as in Regional Newspapers / Magazines.
    – Newspaper Supplements during Convention / CG Award
      are brought out for visibility.
    – Advertisements are also published in 10+2 Reference
      Books/ Career Magazines.
    – Regional Councils and Chapters may organise for display
      of CS Advertisements on the Notice Boards of the Schools /
      Colleges.
    – Regional Councils / Chapters to ensure that sufficient
      quantities of Prospectus are stocked for registering students.
     ELECTRONIC MEDIA PUBLICITY
Cost-free Electronic Media Publicity on National & Regional TV to
be achieved by HQs / Regional Councils and Chapters through:
    Career based TV programmes & Phone-In-Programmes on National Network
     of Doordarshan.
    DD – NATIONAL is the Number one Channel in terms of absolute viewership. It
     covers 92% of the population reaching out to interiors / rural / semi-urban /
     metros.
    Organising Career Shows on all India Channels of E-TV & Zee TV having
     National & International viewership
    Live TV Interviews & Live Phone-in-Programmes
    News Reports on ICSI Events / Panel discussions
    Scrolls on CS Admission Cut-off dates / CS Results /major ICSI events.
    To enter into MOU’s with Media Houses for regular promotions through tie ups
     and media partnerships.

CS SPOTS / ICSI ADVERTISEMENTS ON TV
    We plan to release CS Spots (ICSI Advertisements) on Local Cable TV
     Channels for which proposals may be sent to Headquarters .
    The CS Spots are also being dubbed in Regional languages for telecast on
     Regional TV Channels.
 ELECTRONIC MEDIA PUBLICITY
Extensive use of FM/National Radio Channels
to reach far-flung areas:
– Cost Free LIVE Phone in Programmes / Broadcasts on All
  India Radio/FM Radio Channels be organised for
  coverage in Rural areas for example- Friends FM, Radio
  Mirchi, Radio City, My FM etc.,

  “AIR FM Rainbow” the FM Radio Channel of AIR operates
  through 40 stations from various parts of the country
  including remote areas.

– Frequent CS Spots/Advertisements on the National
  Channel of All India Radio are organized by the
  Headquarters four times in a year during February-March
  and August-September to coincide with the Cut-off dates
  for Admission to CS Course.

  AIR National Channel Covers 189 Radio Stations including
  remote areas across India providing maximum mileage.
    CORPORATE COMMUNICATION

– Regional Councils / Chapters to maintain Liaison
  with Industry, Ministries, Foreign Missions, Chambers
  of Trade, Commerce & Industry at the Regional level
  for image building of the profession.

– To Coordinate with the Industry for seeking
  Advertising / Sponsorship of ICSI major events viz.,
  National Convention & Corporate Governance
  Award function.

– To maintain Liaison with various Regional
  bodies/centers for Corporate Membership of the
  ICSI
  ACCOUNTABILITY OF EXECUTIVE OFFICERS/ CAREER
  AWARENESS OFFICERS FOR ACHIEVING TARGETS FIXED
  FOR CAREER AWARENESS PROGRAMMES.

Executive Officers are accountable for achieving the targets
fixed for Career Awareness Programmes and Media Visibility.
 Regular Submission of monthly MIS may be organised
  covering the following details:
   –   Career Awareness Programmes Conducted during the particular
       month
   –   Names of Career Fairs Participated
   –   Press Conferences Organised &
   –   ICSI Counsellors appointed by the RC’s / Chapters
   –   Coverage through Print Media (Newspapers / Magazines) and
       Electronic Media (TV / Radio Channels)

 Quarterly review Meeting of the Executive Officers and Desk
  Officers (career Awareness) be organised by respective
  Regional Councils / Chapters to monitor the Career
  Awareness activity and Print and Electronic Media Publicity
  achieved.
 Regional Councils/ Chapters to provide feedback for
  selection of release of CS Spots on Regional / Vernacular/
  Local Cable TV / Radio Channels.
TO TAKE NOTE OF THE
CAREER AWARENESS
PROGRAMMES HELD ALL
OVER INDIA IN 2011 &
FIX TARGETS FOR THE
YEAR 2012.
              TARGET SET & ACHIEVED (2011) AND PROPOSED TARGETS FOR THE
              YEAR 2012 FOR CAREER AWARENESS PROGRAMMES INCLUDING
              CAREER FAIRS

    Regional          TARGET SET     Target     TARGET FOR       TARGET FOR
Councils / Chapters      (2011)     Achieved         2012             2012
                                     (2011)    (CAPs including   (Career Fairs)
                                                 Career Fairs)
       EIRC              150          98            200               10
  Chapters (7)           175         104            150               15
      NIRC               200         157            200               10
  Chapters (30)          300         117            650               62
       SIRC              250         132            200               10
  Chapters (15)          300         279            350               33
      WIRC               250         180            200               10
  Chapters (16)          200          12            420               40
   Counsellors                       282
  Career Fairs                        76
      Total             1825        1437           2370              190
It is proposed that out of the Total Target for Career
Awareness Programmes for Regional Councils / A /
B Grade Chapters, at least 40 % Career Awareness
Programmes need to be organized in Semi-Urban /
Rural Areas.

As C & D Grade Chapters are located in the Semi-
Urban / Tier II / Tier III Cities / Rural Areas, the
Programmes conducted by them will be treated as
CAPS in Rural Areas.

Total Target for Career Awareness Programmes
for the year 2012 = 2370
  Regional     TARGET SET    Target          TARGETS FOR 2012
  Councils /      (2011)    Achieved
    Chapters                 (2011)    Coverage through    Press Conferences
                                             Print &
                                        Electronic Media
                                            Publicity

   EIRC           25         11              20                   5
Chapters (7)      25         15              40                   9
   NIRC           25         50              20                   5
 Chapters         50        122             173                  48
    (30)
   SIRC           20         42              20                   5
 Chapters         20         40              88                  25
    (15)
   WIRC           30          0              20                   5
 Chapters         40         15             104                  29
    (16)
   Total         235        295             485                 131
 Regional       TARGET SET (2011)    Target    TARGET FOR
 Councils /                         Achieved       2012
  Chapters                           (2011)
    EIRC               10              1           10
Chapters (7)           15              3           19
    NIRC               10              3           10
Chapters (30)          25              0           77
    SIRC               5               4           10
Chapters (15)          5               1           39
   WIRC                5               5           10
Chapters (16)          5               0           52
    Total              80             17          227
TV and Radio Commercials on Company Secretaries Course
were telecast on leading TV/ FM Radio Channels With a view
to creating Media Visibility for the CS Course & Profession.
• 20 seconds CS Spots were telecast on DD-National,
  DD-News, DD-Bharti and on Radio Mirchi & 30 seconds
  Spots was Broadcast on AIR-National during February –
  March 2011.
• 20 seconds CS Spots were telecast on All India Channels
  of Zee TV, ETV, NDTV & FM Radio.

• At least 8-10 Spots were telecast on each Channel for an
  activity period of 15 days in May - June 2011.

• Spots on CNN-IBN, CNBC, IBN 7 , India News & Fever FM
  were telecast during August-September 2011

• With a view to creating Media Visibility, 10 seconds Spots
  & Astons / Scrolls on Celebrating the “11th ICSI National
  Award for Excellence in Corporate Governance 2011”
  were telecast on all 4 Channels of Network 18 (CNN-IBN,
  IBN7, CNBC TV 18 & CNBC Awaaz) on 22nd - 23rd
  December 2011.
    Internet Advertising (Achieved Cost free)

ICSI Banner with the Tagline “Enjoy position & Standing-
Choose CS as your Career”, CS Helpline no. 011-4150 4444
and ICSI Web address (www.icsi.edu / www.icsi.in) was
prominently displayed on the Home page of :
   • EDUCATION TIMES WEBSITE for 15 days during February-
     March 2011

   • YUVA magazine website for 30 days during May,2011
   • Planet Radio City FM website for 30 days during June-July
     2011.

   • FEVER FM website for 15 days from 24th August 2011 - 7th
     September 2011


Regional Councils / Chapters must seek opportunities for
Cost-free Advertising on Internet.
  ADVERTISEMENTS IN DELHI METRO TRAINS


– With a view to publicise Corporate Governance Week /
  Go Green Initiatives of ICSI, FOR THE FIRST TIME, visually
  attractive Posters on Student / Corporate advertisements
  were displayed on Panel sets of 10 Bombardier Trains of
  Delhi Metro running between Line II (Jahangir Puri-
  Gurgaon) and Line III / IV (Dwarka - Noida / Vaishali), the
  two busiest routes of Delhi Metro with over 12 lakhs
  commuters per day.

– The posters were on display from 8th August, 2011 for a
  month long activity that provided massive visibility.
ICSI New Year Diary and Calendar 2012
  for all Regional Councils & Chapters.


  – For uniformity in Brand Communication, New
    Year Diaries / Calendars have been designed
    and printed      on “Go Green” theme to
    promote the Brand ICSI.

  –   The Diaries and Calendars were sent to all
      Regional     Councils and  Chapters    for
      distribution amongst the corporates /
      dignitaries / media.

  – Please follow the “GRAPHIC STANDARDS
    MANUAL” for uniform branding across India.
Thank You
Directorate of Public Relations & Corporate Communication

								
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