Page 86 - MENDAKI Annual Report 2020

planning assumptions that were in tandem with the Government’s latest advisories. On top of that, Aisyah ensured that efforts were synergised across all sub-committees. A shift in approach to online platform also posed challenges to the sub-committees as they were unsure of what to expect in terms of reception, engagement, and participation with the community. Key indicators such as online views, engagements, online reach, and activity registrations were new items that had to be tracked. Many hands make light work. Aisyah credited her Communications team for assisting her in looking at the various aspects of marketing RI 2020. She recalled, “As there were a lot of marketing communications efforts required, I am thankful that my team had diverse skill sets which I was able to harness to help execute the plans. They led various roles independently and I was present for a second opinion. This way, they too had a stake in RI 2020. This was a good example of teamwork!” Beyond online approaches, there were initiatives to engage segments of the community who may not have access to digital platforms. “We explored gifting families with physical items which would value-add their learning experience during the month-long RI 2020. We created the Raikan Ilmu Gift Box. As physical interactions were largely restricted, RI 2020 had to evolve – instead of inviting participants to come to our events, we now bring the RI experience to them, directly into the homes of our community”, shared Aisyah. The Gift Box served as a publicity tool to get the community excited for the month-long affair. The specially curated materials were meant to drive home the importance of lifelong learning to our community. The publicity efforts for RI 2020 utilised both traditional and digital platforms. Aisyah had to work with various service providers to produce among others, a TV series called L.N.S Kafe that ran for 4 weeks, the official soundtrack of Raikan Ilmu 2020 entitled Sama Raikan, and a microsite that served as a resource directory to keep the community updated of latest happenings. She also worked with various media agencies to ensure publicity and marketing of RI 2020. As Aisyah reflected on RI 2020, she recounted the times where she had to trust her gut and initiative. “I am thankful for the support and camaraderie of all the sub-committees. We supported each other and executed it well. I learnt so many new things. It was a learning journey like no other. Indeed, it has strengthened my resilience.” MENDAKI ANNUAL REPORT 2020 86