End of Semester Project

Business Communication
BBA-B
21-02-2022

Maleeha Qureshi
Eman Ali
Talha Zaman
Mehreen Sanam

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 Abstract

Physical and mental health of senior citizens is at a decline after retirement due to lack of
recreational activities. To counter this problem, an organization has formulated a
recreational program for the elderly. The document includes a communication strategy
framework, a proposal letter to the concerned organizations for funding, and a rejection
letter in response. Additionally, the brochures that were distributed to the target audience
are also included.

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Table of Contents
Abstract 2
Communication Strategy Framework 4
Current Situation 4
Program objectives 4
Target audience 4
Key message 4
Evaluation 4
Proposal Email 5
Rejection email 6
Brochure 7
References 9

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 Communication Strategy Framework

Current Situation
 Physical and psychological health of elderly citizens in Pakistan is at a decline.
 Illnesses bred after retirement contribute to lower life expectancy in Pakistan.
 Senior citizens living idly/being unproductive become a burden on their households.

Program objectives
 To provide healthier and socially active lives to senior citizens.
 To help them become more productive and contributive to society.
 To increase average life span of senior citizens by providing them with recreational
activities that improve their physical and psychological wellbeing.

Target audience
 Senior citizens (retirees) to engage with them and encourage them to join.
 Organizations that aim to improve quality of life and provide old age benefits.
 Younger generations so they are more inclined on sending their elderly to our
program.

Key message
 Social interactions improve cognitive function and prevent mental illnesses.
 Healthier lifestyle means a lower risk of developing physical disorders.

Evaluation
 Elderly citizens sign up for our program.
 Surveys shows less mental illness in retiree senior citizens.
 Enrolled seniors have reduced visits to doctors.

Proposal Email

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Mr. Amir Adnan
Senior Projects Director
Employees’ Old-Age Benefits Institution
Islamabad, Pakistan

Date: 14th February, 2022

Subject: Health Hub Project Proposal

Dear Mr. Adnan,

I, Taha Tariq, the CEO of Health Hub, am writing to propose a collaborative effort for our expansion
program, the Health Hub Recreational Center for the Elderly. Health Hub is an entrepreneurial NGO that
provides recreational activities for the elderly in Islamabad.

Our project is built on the fundamental belief that an active and engaging community for Pakistani senior
citizens is a much-needed element in our society. The predominant trend in households is for the elderly
to be confined to their houses, dependent on their children or caretaker for any entertainment. This leads
to a stagnant lifestyle and deteriorating mental and physical health.

United Nations projections indicate that the 65-and above population of Pakistan will go from 4% to 7% by
2045. The country is limited in resources that cater to this age group; there are currently only 6
government-run old age homes in Punjab, and 10 private ones.

As of 2019 the Human Development Index in Pakistan is 0.557. By providing mentally and physically
stimulating activities, our organization helps improve the average life expectancy of individuals, and this
development will help in the improvement of Pakistan’s HDI which is one of the core goals of your
organization.

Funding from EOBI will create better groundwork needed to tackle this challenge in the future.
Factoring in how the EOBI focuses on old-age benefits, and our program’s values align with the EOBI’s
agenda, I believe a collaboration would be a mutually beneficial agreement.

At the moment, our branch in Islamabad has been a massive success with us providing daily activities for
over 600 senior citizens. We now plan to expand to Lahore, with the target of catering to an estimated
2000 more elderly citizens in a 12–15-month time period.

For this expansion, we would require assistance in acquiring government support and menial funds to
establish the new branch. The attached strategic framework will summarize the project plan and elucidate
on the EOBI’s anticipated role. I look forward to discussing this project with you in detail soon.

Sincerely,

Taha Tariq
CEO
Health Hub
Islamabad.

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 Rejection email

Mr. Taha Tariq

Health Hub
Islamabad

Subject: Health Hub Recreational Centre Project Proposal

Dear Mr. Tariq,

We are pleased to receive the proposal from your firm to work together on your upcoming expansion
project, the Health Hub Recreational Centre for the Elderly. Thank you for showing your interest in
collaborating with our organization.

Unfortunately, we are unable to accept your proposal to work together on your project. Although we found
your outlined commitments and services of high quality, after looking at the materials, it seems your firm’s
goals don’t overlap with our organization’s mission and development goals.
All the best for your future endeavors.

Sincerely,

Amir Adnan
Senior Projects Director
Employees’ Old-Age Benefits Institution

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Brochure

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References
Iftikhar, M., Mohyuddin, D., & Chaudhary, H.-U.-R. (2014, March). Psychological and Physiological Issues
of Retired Life in Pakistan. Retrieved from ResearchGate:
https://www.researchgate.net/publication/261436458_Psychological_and_Physiological_Issues
_of_Retired_Life_in_Pakistan

The Benefits of Being Social as You Age. (2014, May 29). Retrieved from American Senior Communities:
https://www.asccare.com/benefits-of-being-social/