The City School Southern Region

1. The City SchoolSouthern Region MANAGING REPUTATION: RISK MATTERS Heads Conference July 2009 Prepared By: Nudrat Sajid Khan Principal Darakhshan Campus Presented By: Maria Asim Headmistress Senior Girls Section Darakhshan Campus

2. (RESEARCH BY) GROUP MEMBERS Southern Region Mehran Region Neelam Baray PAF Chapter Yasmin Rajbhoy TCK II, PECHS Suha Kamil Jr. F, Gulshan Fariha Tahir Prep Boys, N. Nazimabad Sukhaina M. Ali PAF Chapter Saima Shoeb TCK I, PECHS Sara Seher Jr. A, PECHS Almas Akhtar Jr. B, PECHS Roohi Shakir PAF Chapter Sadia Imran Mirpurkhas Branch Javed Mughal Mehran Regional Office Amber Karim TCK II, Hyderabad Kishwar Kanwal Liaquat Campus Kishwar Sultana Jinnah Campus Saima Mughal Sukkur Branch Sadaf Bukhari Khairpur Branch Mariam Kausar PAF Chapter Dr. Uzma Shakir PAF Chapter Fauzia Tapal PAF Chapter Arshi Iqbal Darakhshan Campus Maliha Majid Prep Girls, Gulshan Fauzia Tariq TCK III, Gulshan Lubna Hanif Jr. A, Gulshan Shakeel Anwer Quetta Campus Batool Fatima Quetta Campus Asima Harris Jr. B, Gulshan Nasira Shamim TCK, N. Nazimabad Samana Arshad Jr. A, N. Nazimabad Gulnaz Burney Jr. Boys, N. Nazimabad Iraj Masood Jr. Girls, N. Nazimabad Naureen Banatwalla Prep Girls, PECHS Talat Husnain A Level, Gulshan Fahmina Rizwan TKS, F.B. Area

3. MANAGING REPUTATIONAL RISKS “It takes twenty years to build a reputation and five minutes to destroy it”. Warren Buffet, CEO – Berkshire Hathaway

4. UNIQUE SELLING POINTS RISKS INFLUENCING FACTORS CAPITAL VALUE CORPORATE SOCIAL RESPONSIBILITY

5. WHY REPUTATION MATTERS? • Stakeholders’ expectations have increased. • After many business debacles revolving around reputation, the stakeholders in any business demand concrete evidence of best practices.

6. GLOBALIZATION WHY REPUTATION MATTERS? RISE OF INTANGIBLE ASSETS TECHNOLOGICAL AND MEDIA REVOLUTION

7. GLOBALIZATION • The City School : • - Is Pakistan’s largest school network. • - Has branches at National and International level. • - Has more than one branch in larger cities. • - Has uniform and easily implementable policies. • - Has conformity and harmony amongst all its • branches. • - Has its own curriculum which meets International • Standards. • Reputational risk to each branch must be managed, especially as branches open up in other countries.

8. TECHNOLOGICAL AND MEDIA REVOLUTION • Advent of Real Time Communications. • Phenomenal growth of Internet usage. • “News Mad” media that is interested in any issue, especially regarding education, teaching and schooling. Media needs to be dealt with in a way that projects The City School’ s true image . Positive publicity greatly enhances reputation and negative publicity tarnishes it substantially.

9. RISE OF INTANGIBLE ASSETS These include: - School Reputation. - Goodwill. - Overall Management. - Human Resources. -Vision and Leadership of Senior Management. - Skill and Motivation of the Employees. - Quality Relationships with Key Stakeholders. - Word-of-Mouth.

10. UNIQUE SELLING POINTS • Continuous Human Resources Development in its Teachers, Personnel and Management. Examples are INSET(In-Service Training), PGCC(Post Graduate Certificate Course), PGDC(Post Graduate Diploma Course), HDP(Heads Development Programme), LAMP(Leadership and Management Programme), ICT (IT Training), EYE (Early Years Education Course) etc. • Record Maintenance is done through the ERP System.

11. UNIQUE SELLING POINTS FOR STUDENTS English Declamation Contest • In addition to provision of consistent and high level Academic Standards, an emphasis on: • - Extra-curricular activities,

12. Azeem Mustafa, Student of The City School, PAF Chapter, A Level Section, had been selected to represent Pakistan in the International Public Speaking Competition, 2009 which was held in London, UK in May 2009. WE ARE PROUD OF YOU, AZEEM Sports Tour De Australia • Maximum involvement in inter-branch, • inter-city and international competitions,

13. Inter House Soccer Final 1st Talent Hunt Swimming Competition 2009 - participation in sports at a high level, makes each City School student a complete individual, ready to take his/her place as a leader in a competitive world.

14. Extra Learning Support/ Remedial Classes are held regularly to reinforce vague concepts to the underachievers. • A-Levels in all major cities of Pakistan.

15. UNIQUE SELLING POINTS FOR PARENTS The City School with its large network of branches provides inter-city and International transfers. Strong Home School Partnership. An open door policy is adopted for discussing all student related issues - academic or behavioral. Foreign consultants and in-house experts regularly review the curriculum to keep it abreast with international standards. The City School’ s Ultimate Product is readily accepted by international and Foreign Colleges/ Universities. An internal City School Department of Inspection regularly visits and inspects all schools and takes parents’ views to ensure standardization of performance. These inspectors are UK trained.

16. CAPITAL VALUE Capital value of a business which used to be the Aggregate Market Capitalization (at book value) of the business and its short term and long term assets, now involves a large portion of Intangible Assets. For schools, Intangible Assetsare up to50% of the market value. In broad terms, these may be evaluated as Net Aggregate Market Value minus the Book Value of the Assets.

17. The City School The market value of The City School goes much beyond its balance sheet. The Intangible Assets that add to its value are: • Intellectual capital and • intrinsic value of teachers. • Excellence of administrative staff. • Networking ability of the branches. • Value of highly capable Heads. • The name “The City School “, • which is synonymous with Excellence.

18. CAPITAL VALUE OF A SCHOOL Financial Capital ( Admissions) Direct Marketing (Through Word-of-Mouth) Packaging (Printed Stationery and Letterheads) Human Capital (Management, Admin, Custodian and Faculty) Displays and Exhibitions Intellectual Capital (Trained and Qualified Staff) The Capital Value of a school Career Guidance and Student Counseling Advertising (Newspapers, TV Shows, Newsletters, Environmental Displays, Circulars, Magazines Internet (Networking, Updated Website) Sponsorships (A- Level Scholarship) Internal/ External Events (Inviting Special Guests) Structural Capital (Building and Facilities)

19. RISKS School leaders are expected to effectively manage risks. Risk factors hinder a school in achieving its goals. Examples may be fire, possibility of a law suit, falling enrolments through reputational damage or rising costs. Risks can be mitigated by professionally treating them. This can be done via imposing controls and reducing the underlying exposure. Relating to specifics, fire drills and evacuation drills can be carried out to reduce risk to lives. In addition, insurance can be purchased to replace assets, if a certain risk could not be prevented from actually occurring.

20. RISK MANAGEMENT Risk management works broadly in the following way: - Establishing the context of the risk. - Identifying. - Analyzing. - Evaluating. - Treating. - Monitoring and reviewing. Risk Management is not a one-off action. The School and its Senior Management should be up-to-date with all types of risks in an ever changing educational environment.

21. CORPORATE SOCIAL RESPONSIBILITY Corporate Social Responsibility is the commitment of a business to sustainable development working with employees, their families, the local community and society at large, to improve their quality of life. • Promote merit based hiring practices – eliminate questionable hiring practices. • Look after the short term and long term benefits of all its employees.

22. Promote a healthy culture of ownership amongst its employees. See to it that employees have a continuously productive and motivating work culture. • Divulge relevant information to employees on timely basis to promote “good” work ethics. • Employ “Good Governance” practices • Report not only on Financial, but Social and Environmental performance as well. • ‘Leaders’ of the school i.e. the top management to be actively involved with the local community to ensure that the CSR of The City School is in line with all other businesses.

23. The City School: • The City School has one of the largest teachers work force in Pakistan. It only hires on merit and ensures fair practices. • Working Since 1978 to institutionalize mass education to the children of Pakistan. • Long term benefits like Medical Insurance, EOBI and Provident Funds are provided for. • Heads act as role models and mentors for teachers. • Providing scholarship and free education to needy students.

24. Taking the lead amongst all schools when it comes to providing aid when a crisis occurs in Pakistan. Say No to Polythene Earthquake Relief Beach Cleaning Activity Funds for IDP’s The City School: - Earthquake relief effort - Raising funds for IDP’s - Providing children in the biggest relief camp in Mardan with books, medicine, clothes • and food • Organizing social and environmental awareness programs all though out Pakistan.

25. # 1 Sponsorship of Deserving students till Degree/ Graduation level Literacy Program for the Children of Skill workers and Custodial Staff Since 1978 Corporate Booklet By the Head Office Future Strategieswhich can beadopted

26. Thank You