Take Good Care of Our Reputation - Thoughts on RC Brand Building and Management

1. 江苏省红十字会 RED CROSS SOCIETY OF CHINA JIANGSU BRANCH Take Good Care of Our Reputation - Thoughts on RC Brand Building and Management Li Xinping Full-time Vice President of Jiangsu Branch, RCSC September 5, 2013

2. Foreword Brand is crucial to the survival of an organization or business, reflecting on its core competitiveness, social influence and public cohesion.

3. Foreword In an external environment full of changes, challenges and competition, we local RC branches should "cherish our reputation as a bird takes care of its feathers", carefully plan our projects, strengthen team building, take proactive control of various risks, build brand projects centering on our core tasks and contribute to the glory of the RC brand.

4. I. Brand Planning: Humanitarian Needs Oriented The RC brand building and maintenance should always observe the mission and seven basic principles of the RC Movement, highlight the protection of human life, health and dignity, and improve the lives of the most vulnerable groups. We should conduct project planning and build sub-brands based on the core RC businesses to form core competitiveness.

5. I. Brand Planning: Humanitarian Needs Oriented Having over 10 million staff members and 25 million volunteers; fixed assets, annual income and annual expenditures having all exceeded RMB 100 billion Yuan; having become an important player in the social and economic development. Social Organizations Private Non-enterprise Entities Foundations

6. I. Brand Planning: Humanitarian Needs Oriented In the course of RS brand building in recent years, Jiangsu Province centers around the protection of human life and health, takes a humanitarian needs oriented approach, highlights the core businesses, and plans and carries out differentiated and characteristic brand projects to avoid homogeneity and vicious competition. --- We have continued the first aid training program for 1 million people, which has been included in the government’s annual list of practical projects for public benefits. To date, the program has trained a total number of over 1.5 million people. By 2020, the number of people who have attended the training will reach 15% of the total population in Jiangsu Province.

7. I. Brand Planning: Humanitarian Needs Oriented First Aid Training Program for 1 Million People

8. I. Brand Planning: Humanitarian Needs Oriented 100-Village Rural Health Program Health Express

9. I. Brand Planning: Humanitarian Needs Oriented Bone Marrow Transplantation Saving Lives

10. II. Brand Planning: Continuously Strengthen the Effectiveness of Team Execution Brand management depends on excellent team work. To strengthen the RC brand management, we need to develop a regional organizational network with full coverage, improve the RC internal governance structure and operational mechanism, and establish an effective and well-functioning team.

11. II. Brand Planning: Continuously Strengthen the Effectiveness of Team Execution 。

12. II. Brand Planning: Continuously Strengthen the Effectiveness of Team Execution The RC management system has been well developed in the 100 counties (cities and districts) in the province.

13. II. Brand Planning: Continuously Strengthen the Effectiveness of Team Execution To build the management team, we have specifically used three mechanisms: • Upper and lower linkage mechanism • Assessment and incentive mechanism • Resource oriented mechanism

14. II. Brand Planning: Continuously Strengthen the Effectiveness of Team Execution To strengthen the RC brand management, we need to make innovations in the talent election and employment mechanism, pay full attention to personnel training, and develop a large number of competent professionals for the "three aids" program (emergency rescue, first aid and humanitarian aid), "three donations" program (blood donation, hematopoietic stem cells donation and human organs donation) and other core businesses. • Select and appoint competent full-time staff • Improve the RC internal style of work • Strengthen the training of backbone personnel for core businesses

15. III. Brand Communication: All-round Publicity to Build a Good Reputation Seek support of the government and CPC committee • Humanitarian relief fund • Share in the public welfare fund from lottery • First aid training program for 1 million people

16. III. Brand Communication: All-round Publicity to Build a Good Reputation We conduct synchronized planning of the project implementation and publicity. Planning of the brand projects should consider not only the beneficiary side, but also their impacts, which is conducive to expanding the project influence and participation and upgrading the RC credibility. "First aid training program for 1 million people" → "First-aiders around Us" Large-scale Public Welfare Activity and "Look for the Most Beautiful First-aider" Plaza Activity → First-aid Contest of Jiangsu Province → "Most Beautiful First-aider" award presenting Full media coverage all along in collaboration with www.JSCHINA.com.cn, Xinhua Daily and Jiangsu Satellite TV Station

17. III. Brand Communication: All-round Publicity to Build a Good Reputation "Loving Youth"

18. IV. Risk Control: Intensive Care of Brand Credibility All risks are harmful. Any risk without sufficient control may destroy a long-standing prestigious brand. To strengthen the RC brand management, we should firmly establish an awareness of risk control, improve the risk control measures and head off problems before they begin. • Source control--- carefully designed system • Process control - promoting fine management • Emergency response - prompt and honest actions

19. IV. Risk Control: Intensive Care of Brand Credibility Honest Actions

20. V. Improved Supervision: Keep the RC Brand Vitality We should relentlessly build an open and transparent RC, establish and improve a comprehensive monitoring system that combines legal supervision, government supervision, social supervision and self supervision, and effectively protect the rights of donors and the public to know and supervise. • Use information technology to build an open and transparent supervisory system • Give proper feedback on the use of donations • Continue to adopt the pattern of project implementation that involves stakeholders • Guarantee that the social supervision committee works independently

21. V. Improved Supervision: Keep the RC Brand Vitality Involve stakeholders in project implementation

22. V. Improved Supervision: Keep the RC Brand Vitality The social supervision committee works independently

23. 江苏省红十字会 RED CROSS SOCIETY OF CHINA JIANGSU BRANCH RC brand building and management is a global issue. Pioneers and colleagues from other countries and regions must have a lot of valuable experience and success stories that we can learn from. As a regional branch of RCSC, we must have limitations and even deviations in our understanding and practice. We welcome your comments and corrections.