Microsoft

The Challenge

Microsoft asked APCO to help enhance its corporate reputation in China by strengthening its philanthropic community services and positioning it as a responsible Chinese corporate citizen. Additionally, Microsoft wanted concrete local programs that would tangibly communicate its global commitment to bridging the "digital divide."

Meanwhile, there was growing concern within China about the plight of legions of laid-off workers from Chinese state-owned enterprises.

The Solution

APCO worked with Microsoft to design and coordinate a philanthropic program leveraging Microsoft's leadership in information technology. The program, which offered re-training in computer skills to laid-off workers, was designed to improve their chances of finding jobs in China's changing marketplace. APCO negotiated with government partners to collaboratively plan and implement the program. Our role included curriculum development, technical guidance, outreach to the business community and media relations.

The Result

Eighty percent of the laid-off workers in target locations found work after attending the re-training provided by Microsoft. The program has successfully raised the profile of Microsoft as a good corporate citizen committed to the well-being of local communities.

Microsoft received glowing media coverage and was identified as a role model for other foreign corporations operating in China. With APCO's help, Microsoft has replicated the project in four cities, cemented relationships with local government officials and enjoys an increasingly positive reputation in China.

Services Provided

• Community affairs & strategic philanthropy
• Government relations
• Issue management
• Media relations
• Opinion research
• Positioning

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