Communications Strategy Plan

May July 2010

Basix Group
Structure of this presentation
Introduction and background
Purpose of this document
Objectives
Key messages
Target audiences
Action plan-Tactical

Introduction & Background
Basix Group has contributed immensely towards the
betterment of rural people specially from underdeveloped
areas. But little is known on the success and its achievements.

Good communication through a wide spectrum of media is very
important in reaching out to a broader audience, making Basix
accessible to all. Good quality interpretation and information,
and clear communication are essential to raising public
awareness and appreciation of Basix and its special qualities.




Purpose of the strategy
The purpose of the Communications Strategy Plan is to help to
achieve the vision and priorities set out at Basix Group. This
document sets out the actions we will undertake to achieve this
over the next three months
The Communications Strategy is driven by the key findings on
Vijay Mahajans contribution towards microfinance sector,
background on Sajeev and his new role at BSFL, manpower
strength, high quality services and vast network
Objectives
Our communication strategy aims to achieve following objectives:
Promote Basixs immense contribution towards microfinance
sector
Establish Vijay / Sajeev / Sattiah as thought leaders
Highlight Basixs strong expertise in providing wide spectrum
of financial services in addition to technical assistance for its
customers
Foreground Basixs skilled manpower strength
Create prominence on Basixs key expansion plans
Support Basix in its fund raising plans


Key messages
Basix served over a million and half customers in 20,000
villages across 15 states, since inception
Top management comes with a mix of good social expertise
and financial acumen
Products and services provides a range of products and
services to cater to each and every need of the rural customers
Basix is committed to ethical business dealings and
transparency in its operations
Basix is leading the thought process in the evolution of the MFI
industry

Target audience
Existing and prospect customers from rural markets
Reserve Bank of India
Governmentsat the Centre and in the relevant states
Corporates seeking linkages
Existing and potential investors, including private equity funds,
high networth individuals etc.
Providers of debt capital

Spokespersons Chart
Talk points
Strategic inputs on Basix
as a whole / views
on microfinance industry

Key developments of
BSFL / views on micro-
finance industry
HR issues / views on
microfinance industry

Rama / Sattiah
Vijay Mahajan Sajeev Vishwanathan
Action plan for May July 2010
MAY 2010
Actions
Talk points Location
Interview with Business
Standard (for Sajeev)



Interview with Mint (for
Sajeev)


Interview with CNBC in
Young Turks
programme

BSFLs future plans / outlook for microfinance industry /
establish the fact on BSFLs success in reaching out vast
BPL people and serving them with profitable financial
products

Upcoming trends in microfinance industry / growth and
challenges in microfinance industry / BSFLs current
position and future plans

This would be on Sajeevs personality profiling. Talks
would be on his career journey and his vision for the
company


Hyderabad / Mumbai*




Hyderabad /Mumbai*



Mumbai

*Location depends on Sajeevs schedule. Objective would be to achieve national coverage




Action plan for May July 2010
MAY 2010
Actions
Talk points Location
Field Visit



Explore article opportunity
in Economic Times (for
Vijay)

One o-one interactions
with Dainik Bhaskar /
Hindustan Times / Central
Chronicle for the Zonal
Head of Madhya Pradesh

Target journalists from The Week / Outlook Business /
Business Today / Mint. Location to be chosen in co-
ordination with Basix

Topic to be discussed with the journalist and then
share it with Basix


Present status of Microfinance in MP / BSFLs
contribution / growth plans for MP





Mumbai



Bhopal







Action plan for May July 2010
MAY 2010
Actions
Talk points Location
Reactive activities Any event in the relevant locations will be handled
respectively either through disseminating press release or
through a press conference / one-o-one interviews

Any relevant location
Basix to keep us
posted on all the
relevant events for
media activities



Action plan for May July 2010
JUNE 2010
Actions
Talk points Location
Interview with
Economic Times (for
Vijay)

Interview with DNA (for
Sajeev)

Interview with Hindu
Business Line (For
Rama or Sattiah on
HR)

Field Visit

Overall plans for Basix Group / Outlook for microfinance
industry / plans to reach out more BPL families


Vision for BSFL / challenges / strategies


Strategies to retain and hire talent / Employee target for
next 2 years


Target journalists from India Today / Business Standard /
Financial Express / DNA. Location to be chosen in co-
ordination with Basix

Mumbai



Hyderabad / Mumbai*




*Location depends on Spokespersons schedule. Objective would be to achieve national coverage
Action plan for May July 2010
JUNE 2010
Actions
Talk points Location
Interview with Business
Standard / Business
Today on Basix
Academys
achievements

One-o-one interviews
with Times of India /
Indian Express / Sakal
with the Zonal head in
Maharashtra

SPEAKER
OPPORTUNITIES
Achievements of the academy / number of students
deployed / key plans for the academy. (Spokesperson to
be finalised in co-ordination with Basix).



Present status of Microfinance in Maharashtra / BSFLs
contribution / growth plans for Maharashtra



Agency will explore speaker opportunities in the key
events sponsored by FICCI, CII etc for Sajeev / Vijay /
Sattiah
Hyderabad / Mumbai





Pune



Action plan for May July 2010
JUNE 2010
Actions
Talk points Location
Reactive activities Any event in the relevant locations will be handled
respectively either through disseminating press release or
through a press conference / one-o-one interviews

Any relevant location
Basix to keep us
posted on all the
relevant events for
media activities




Action plan for May July 2010
JULY 2010
Actions
Talk points Location
Interview with ET Now (for
Vijay)

Interview with Business World
(for Vijay)

Interview with PTI (for Sajeev)


Interview with Business India
(For Sajeev)

Explore article opportunity in
Mint (for Sajeev)

Personality profiling of Vijay / His career journey and
contribution towards microfinance industry

Basixs plans and his vision for the company


(PTI is one of the best wire agency in India. Most of the
top newspapers pick up news from PTI). Growth of
microfinance industry / plans for BSFL

Personality profiling of Sajeev


Topic to be discussed with the journalist
Mumbai


Mumbai


Mumbai



Mumbai
Action plan for May July 2010
JULY 2010
Actions
Talk points Location
Interview with Mint /
DeccanChronicle on
HR (For Rama or
Sattiah


Field Visit


Reactive activities
HR challenges in Microfinance / employee target for next
5 years / hiring policies



Target Business India, CNBC, NDTV, Financial Chronicle.
Location to be chosen in co-ordination with Basix

Any event in the relevant locations will be handled
respectively either through disseminating press release or
through a press conference / one-o-one interviews


Hyderabad






Thank You