EXECUTION
MOCK-UPS
OUT-OF-HOME ADS
TV & Computer screen
Where: RMIT Hanoi Campus
Why:
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Easy access to all students in school.
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Stimulate the target customers' curiosity about the campaign
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Raise brand awareness and recall (Do It Outdoors 2019)
Poster & Standees
Where: RMIT Hanoi Campus
Why:
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Help grab the attention of people passing by and immediately show off our campaign (Divvy 2017).
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Raise awareness.
Digital Ads
Where: Facebook
Why:
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Facebook is one of the main channels Personal Edge uses to communicate with the Target Audience.
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Facebook is one of the top media platforms used in Vietnam (Datareportal 2020).
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The Facebook platform can effectively reach our target audience because 45% of students use social media at any time (Ha Anh 2018).
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Increased level of interactivity and effectiveness of the campaign.
Mass Mail
Where: Microsoft Outlook
Why:
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Directly access a large customer inexpensively
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Better insights with e-blasts ( Made By Speak 2016)
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Can automatically track how many people your email was sent to, how many actually opened it, what buttons or links they clicked, how much time they spent viewing the message.
Debate Series
We suggest creating a debate series what is more important. High GPA or Soft skills?
Where: Personal Edge Facebook, RMIT Confession, RMIT VN Society
Why:
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Raise the engagement for PE's page on Facebook
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RMIT Confession & RMIT VN Society are heavily engaged by RMIT students and the discussion will draw a wide variety of RMIT students' opinions on the topic of 'Good grades are enough or not’.
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Gather information to research the market.
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Raise awareness of students about the importance of soft skills in real life.
TIKTOK Challenge
Based on the hot trending #RMITCHECK on TikTok with 9,9M views, we decide to create another version of #RMITCHECK is #SOFTSKILLSCHECK on the TikTok platform.
Where: TikTok platform
Why:
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TikTok is ranked 3rd in Vietnam in terms of Downloads on both iOS and Android platforms ( Yen 2020)
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Gen Z, people who are born from 1997 to 2010 are the primary group using TikTok ( Brand Info 2020)
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Spreading the trend of 'Soft Skill Check' with hashtags related to Personal Edge and RMIT will attract the attention of target audiences.
Social media contest
Where: Facebook
Why:
-
Raise awareness of customers about Personal Edge
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Gain new customers and re-engage with old customers
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Collect customer insights about the brand
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Giving different attractive prizes based on the social media engagement of the post will help the brand become more widely known (Perry 2021)
Guest speakers suggestion
We suggest Alumnus from RMIT participate in the PE workshops
Mr. Tran Thanh Lam
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Author of the book “What the heck is INSIGHT & how to find it”
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Head of Strategic Planning at digital advertising agency DSquare
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Teaching of insight at AIM Academy
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Bachelor of Commerce at RMIT University Vietnam.
Ms. Ha Thien Kim ( Meomeotalks)
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Founder/Host of "Industry" Stories
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Senior Concept Manager at Biz-eyes Communication - Agency won 2 Gold Medals and 1 Bronze Medal at PR Awards 2020
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Bachelor of Multimedia Design - Scholarship Student at RMIT University Vietnam
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Master of Communication Design at RMIT University Australia
Ms. Nguyen Thu Ha
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The youngest editor of a Vietnamese television station
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Bachelor of Professional Communication at RMIT University Vietnam
Where: online via Teams/ Zoom
Why:
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The most inspirational people are RMIT alumnus because they themselves experienced student life at RMIT University. Therefore, they can easily share their stories about opportunities and challenges that current RMIT students can sympathize with.
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After graduation, they have gained considerable progress in their professional career. That gives a lot of motivation to RMIT students on their future career paths.
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They are the living proof that successful people need not only academic excellence but also soft skills.
PROMOTION
MEDIA PLAN
Media Budget
Facebook ad: 20,000,000 VND
-
10 Posters: 5,000,000 VND
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10 Event Standees: 1,500,000 VND
Promotion advertising:
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Notebooks and cups: 3,000,000 VND
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1 Galaxy Samsung A52 phone for the champion at the contest: 11,000,000 VND
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1 Lenovo Tablet M10 for the runner-up at the contest: 5,190,000 VND
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2 Headphones Bluetooth Roman Z6000s for two-third prize winners at the contest: 960,000 VND
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4 winners of consolation prizes receive 4 vouchers of CGV: 400,000 VND
Guest speaker: 2,000,000 VND/person
Contingency plan: 5,000,000 VND
Total Budget: 54,050,000 VND
REFERENCES
Brandinfo 2020, Tiktok là gì ? Lý giải cho sự thành công của quảng cáo trên Tiktok, Brandinfo, viewed 9 May 2021,
.
DoItOutdoors 2019, ‘8 benefits of out-of-home media’, DoItOutDoors, blog post, 24 April, viewed 12 May 2021,
<https://www.doitoutdoors.com/resources/blog/benefits-of-ooh-media/>.
Divvy 2017, Standees: Your Most Effective Event Signage, Divvy, viewed 14 May 2021,
<http://divvyonline.com/standees-effective-event-signage-20170831>.
Perry, P 2021, Contest Marketing Strategy: A Guide to Boosting Your Brand with Social, blog post, 28 January, viewed 11 May 2021,
<shorturl.at/iotOT>.
Ha Anh 2018, ‘45% học sinh - sinh viên sử dụng mạng xã hội bất cứ lúc nào’, Thanh Nien, 9 June, viewed 10 May 2021,
<https://thanhnien.vn/gioi-tre/45-hoc-sinh-sinh-vien-su-dung-mang-xa-hoi-bat-cu-luc-nao-971701.html>.
Yen, H 2020, Quảng cáo Tiktok (TikTok Ads) phủ sóng thị trường quảng cáo Việt Nam 2020, MarketingAI, viewed 10 May 2021,
<https://marketingai.admicro.vn/quang-cao-tiktok-ads/>.
MadeBySpeak 2016, Should Your Business Be Using Bulk Email?, MadeBySpeak, viewed 11 May 2021,
<https://www.madebyspeak.com/blog/posts/should-your-business-be-using-bulk-email>.