We were required to develop a crisis management plan for HDB and the task was to identify issues that HDB is facing and come up with a plan to maintain its reputation.

 

Problem Statement: There is a need for HDB to communicate effectively and build relationships with its target publics in order for them to maintain goodwill amidst scrutiny.

 

Goal Statement: We want to execute a campaign that will build goodwill and favorability in our target publics through educating and effectively communicating with them so they will understand and trust HDB in the case of a crisis.

 

 

"HDB is one with you"

 

Message Strategy: We want to build goodwill and for people to favour HDB and see HDB as an organisation they can look to. One of our sub­key messages will be “for you to buy a home you can truly afford”.

 

Action Strategy: For this campaign, we decided to come up with a crisis plan for potential crises should they happen. To cater to our different target publics, we decided to have different plans for them. Other than this, our campaign with the key message that “HDB is one with you” will also be communicated in the various tactics that we have for our target publics. These tactics have been formulated from our Secondary Research which contains the information that we can disseminate to the potential buyers. Our campaign will be running from August 2015 to August 2016, with August being the month of National Day, there will be a lot of hype; thus we can leverage on it. Since we are targeting 3 different groups of people, for the potential buyers, we will be having a showroom; for the young potential buyers, we will be having a ; and lastly, for our existing HDB residents, we will be introducing a Live Talk section and also revamping our social media platforms. For the entire campaign, we will be having a crisis management plan in place as we do not know when a crisis may occur.