Professional Documents
Culture Documents
PRESENTATI N
Our
Content
we want to talk about
Situation analysis
Statement of need
Target Publics
Ideas
Objectives
PR Tactics
Timeline
Budget
Evaluation
Background
Information
Big picture
needs
(RFA 2006)
Background
Information
What we know about 5 Gio Sang
Background
Information
What we know about 5 Gio Sang
JOY
Current
Situation
Whats wrong
Current
Situation
Whats wrong
Current
Situation
Whats wrong
Current
Situation
Whats wrong
Current
Situation
Whats wrong
Current
Situation
Whats wrong
the
Statement of need
why we need this
Raise
awareness
Engage
Re-position
Primary
Target Publics
who we will talk to
SHELTERS
INTERNATIONAL SCHOOLS
Better conditions
Face-to-face communication
Face-to-face communication,
social media
Secondary
Target Publics
who we will talk to
Key
Insights
what matters
Key Concept
what we want to create
Difference
Similarity
Communication
JOY
The
Big Idea
Our
Key
Message
The
Objectives
what we want to achieve
Communication objectives:
Raise awareness among 70% of T.P about 5 Gio Sang
after 6 months
Build relationship and engage 60% of T.P with 5 Gio
Sang after 6 months
Recall 5 Gio Sang as a new channel of charity among
40% of T.P after 6 months
Action objectives:
To encourage 70% of T.P participate in the 6-month
campaign
The Campaign
How can we achieve
Phase 1
Awareness
Raise awareness
Objectives
Activities
Channels
T.P
Phase 2
Engagement
Encourage mutual
Phase 3
Re-position
understanding
Celebrity endorsement
Mash-up training
Online contest
Viral Video
Auction
Guerilla Advertising
Digital
Digital
Digital
Press release
Press release
Press release
Media coverage
Word of mouth
Word of mouth
Media coverage
Media coverage
The
Changes
Brand identity
The
Guerilla
Raise awareness
The
Guerilla
Raise awareness
Celebrity
Endorsement
Get attention
Vn Thng
Soccer player
Hi Anh - Dancer
Using
Facebook
Get attention
Using
Facebook
Get attention
Viral video
Event
Online contest
Story telling
Interaction
Influencers
Using
Facebook
Get attention
Using
Facebook
Get attention
Using
Facebook
Get attention
2,100,000 followers
2,300,000 followers
1,250,000 followers
2,130,000 followers
Using
Facebook
To interact
#shareyourjoyat5AM
Mash-up Training
To engage
Mash-up training
Encourage 60% of primary T.P to
communicate to one another
Encourage 50% of T.P to support
preparation activities for Hope
cup 2016
Mash-up Training
To engage
The Timeline
a 6-month campaign
July
Aug
Sep
Viral videos
Press release
(Hope cup)
Nov
Dec
Guerilla
Posters
Oct
The Budget
Worth for
Catergory
Print
Facebook fan page, website content and contest
Viral video
PR articles (media tipping)
Catering
Painting colours and decorating material
Awards
Rental venue fee
Refereers tipping
Total
Price
5,000,000
500,000
2,000,000
2,000,000
6,000,000
3,000,000
8,000,000
6,000,000
2,500,000
35,000,000
The Budget
Worth for
7%
14%
1%
17%
6%
6%
23%
17%
9%
Viral video
Catering
Awards
Refereers tipping
The Evaluation
Measuring the success
Evaluation
Methods
Output
Likability + Direct
responses count +
viewers
Outcome
Recognition test
Persuasion test
Survey