VUS English Campaign

Transcript

1. summer campaign proposal VIETNAM USA SOCIETY
2. Content flow 2 first General information Business analysis Market overview USP Target audience Parents Children Students Key finding second Plan Master plan Execution plan third Appendix References last
3. General information Business analysis – Market overview – USP 1
4. 1.1 Business analysis • largest ELT staff in Vietnam • academic partnership with Oxford University Press and the British Council – the world’s leading ELT organizations • international standards defined by the City University of New York (CUNY) – the 3rd largest public university in the United States. • the only English language training institution in Vietnam to organize TESOL conferences • hundreds of thousands of VUS students have earned international certificates of English proficiency • high-tech English language training institution 4
5. 1.2 Market overview 5 Name Center Location Courses Selected to promote courses Price ranges Key message British Council 3 Hanoi (2) Ho Chi Minh (1) • Children • High school student • Adult • English online 5-year old Primary Plus Secondary 10,900,000(32hr) 13,950,000-19,750,000 (48hr) Apollo 27 Hanoi (17) Ho Chi Minh (9) Bac Ninh (1) Hai Phong (2) Da Nang (1) Bien Hoa (1) Binh Duong (1) • English for Young Learners (3-16 years old) • English for Adults • English in Business Communication • IELTS & TOEIC 500+ • Corporate English 3- 6 6 -10 10-13 13-16 8.712.000 (36hr) 14.976.000 (72hr) 21.600.000 (108hr) Where the best becomes better ILA 34 Hanoi (10) Ho Chi Minh (3) Da Nang (1) Bien Hoa (1) Binh Duong (2) Vung Tau (1) • English for Young Learners • English for Adults • English for corporate Communication Jump Start Super Juniors Smart teens 17.871.000(74hr) 17.871.000(74hr) 14.490.000 (60hr) A brighter future starts here VUS 21 Hanoi (3) Ho Chi Minh (18) Binh Duong (1) Bien Hoa (1) • Smart Kids (04 – 06 years old) • Super Kids( 06- 11 years old) • Young Leaders (11 – 15 years old) • International Test Preparation (+15 years old) • Interactive English (18 – 22 years old) • Practical English Conversation ITALK (+22 years old) Smart Kids Super Kids Younger Leader 5.350.000 – 7.800.000 5.350.000 – 7.800.000 5.800.000 – 9.600.000 VUS undertakes the mission of empowering Vietnam’s youth on their way to global integration with a powerful, effective tool which is English.
6. Market issue Insignificant brand image Commonplace/repetitious mar-com campaign Perceptions of being boring/stressful 1.3 Define USP Solution: Building distinctive brand image as USP through campaign chain Positioning VUS as nationwide-leading education center which offers a global standard yet delightful learning environment for children - where English is regarded as an essential tool to explore the world and fulfill their potential. 6
7. Target audience Parents – Children – Students Key finding 2
8. 2.1 Parents Age: 25 – 40, have 3+ year-old children Geography: Hanoi and surrounding areas 8 Income: 8mil VND Channels used: social media, forum, online newspaper, email, website Requirements: • Qualified teacher • Reasonable price • Well-known (recognized by reliable organizations, recommended by other parents and friends) Concern: confused with a large number of English centers
9. 2.1 Children Age: 4 - 15 Geography: Hanoi and surrounding areas 9 Channels used: direct (school, playing grounds) social media (12– 15) Dream class • No-pressure lesson • Learning with friends • Attractive games and activities integrated • Being recognized and appraised Problem: have to attend loads of intensive extra classes, especially in summer
10. 2.3 Students Age: 16 - 25 Geography: Hanoi and surrounding areas 10 Purpose: • planning to studying/ researching abroad, • applying for international organization, • aiming for higher promotion Expectations: • Qualified teacher • Quality education • Prefer English center which has high-scored alumnus • Reasonable price
11. Key finding As summer is approaching, finding out a English class that combines both knowledge and joy for their children is a nerve-wracking task for parents. Hence, this time brings a precious chance for English centers to expand their awareness and boost up sales. 11
12. Customer insight • What customers need ◦ Children: friendly, stress-free class ◦ Parents: courses with high-quality, global standard teacher and curriculum in a well-known centre ◦ Students: qualified courses which can help them attain aimed scores. • What VUS brings ◦ A global standard yet delightful learning environment for children - where English is regarded as an essential tool to explore the world and fulfill their potential. 12
13. Plan Master plan Execution plan 3
14. “ 14 3.1 Master plan 3.1.1 Objectives 3.1.2 Big idea 3.2.3 Message 3.2.3 Communication tactics
15. 3.1.1 Objectives 15 ENHANCE POSITION Emphasize position and distinctiveness of VUS among other competitors INCREASE BRAND AWARENESS Raise brand awareness in Hanoi ATTRACT POTENTIAL CUSTOMERS Create a distinctive and appealing communication campaign to attract audience GAIN TRUST Build image as a reliable English center which brings values to students 1 2 3 4
16. AUDIENCE WILL REMEMBER VUS SUMMER CAMPAIGN AS THE MOST DISTINCTIVE AND APPEALING ENGLISH CENTER EVER 16 DISTINCTIVE FULL OF SUMMER VIBES APPEALING & ENGAGING
17. 3.1.2 Big idea Children Children want to spend their summer on playing and exploring. Parents However, their parents think these three months will be a perfect time for learning, training and often unintentionally derive “true” summer from their children by sending them to boring classes. Solution Solving this conflict, we create a global standard and delightful learning environment in which children can study while enjoying their favorite summer activities. 17 Fact-based rationale
18. 3.1.2 Big idea #SUMMERRESCUE Rescue children’s summer from boring and stressful class Give them the chance to play, develop themselves and explore the world in their own delightful ways. 18
19. 3.1.3 Key message Message: ◦ Summer is normally stuck with boring class. ◦ VUS brings about an exclusive solution which combines learning and playing to create a positive, memorable and helpful experience for children’s summer. ◦ Joining this campaign, children can free themselves from stressful lessons to enjoy to the fullest their summers – an amazing “summer rescue” adventure – then develop themselves and explore the world in a delightful ways. Tagline: Be a summer hero 19
20. 3.1.4 Communication tactics Modern communication strategy • Storytelling & storytelling • Engaging with consumer • Content marketing Integration of Owned Media, Earned Media, Paid Media and Shared Media to maximize effectiveness of publicity 20
21. 3.1.4 Communication tactics Social Media The main channels to absorb information of targeted audiences. Using Facebook as the primary channel to start engaging with the right audiences and drive potential customer to website. Combined with other platforms such as Instagram, Messenger, Twitter to widen audience’s ranges Website Long-term platforms for displaying contents. Creating useful website content in response to engagement levels. PR Organizing events/ partnering with third communication parties leverage the coverage of content. Including: online newspaper, forum, activation events… 21 Approaching channels: Focus on
22. Facebook content format divisions 22 30% other 40% video 30% image Increase videos percentage in social media plan to lively approach audience and attract their attention Including: news, GIF, livestreaming, interactive, mini-game to create a different, unique content Main type of delivering message, content
23. Special Facebook content formats 23 Apply appealing trendy formats to excite audiences Live photo Interactive frameless video Interactive interesting video 360 degree video GIF photos
24. 3.1.4 Communication tactics 24 Approaching content directions • #SummerRescue campaign • VUS distinctive points
25. 3.1.4 Communication tactics 25 Play Adventure - Situation - Mission Facts and confessions about “taken summer” of children nowadays Fun, healthy, weekend activities for the whole family Traditional games for strengthening natural development Develop Rescuer’s Pack - Qualities - Knowledge - Skills Guidance on how to find and develop essential valuable qualities Sharing on academic learning (English) Exercises to stimulate growth and development Explore Hero - Achievements Inspiring stories about “successfully rescued” summers #SummerRescue campaign content themes
26. 3.1.4 Communication tactics 26 Global standard • academic partnership with Oxford University Press and the British Council – the world’s leading ELT organizations • international standards defined by the City University of New York (CUNY) – the 3rd largest public university in the United States. • the only English language training institution in Vietnam to organize TESOL conferences • hundreds of thousands of VUS students have earned international certificates of English proficiency Exclusive solution for summer class: 1. Meet parents’ requirements 2. Attract children and inspire them to explore the world, including English Delightful • Integrate “#SummerRescue adventure” concept into events to stimulate learning motivation in children • Designed events for children to enjoy summer VUS distinctive points
27. Phase 1 1 Apr – 24 Apr Phase 2 25 Apr – 8 May Phase 3 9 May – 24 May Draw potential customers’ attention to “#SummerRescue” campaign Inform customers about VUS’s distinctive points Boost sales - Activation event: “#SummerRescue adventure” - Minigame - Promotion - Weekly information sessions Raise awareness about children’s “taken summer” - Viral Clip - School Tour - Mini photo contest - Facebook (ads) - Forum, PR articles - KOLs - Website - Facebook, Zalo - Forum, PR articles - KOLs, influencer - Website - Facebook (ads), Zalo - Forum, PR articles - KOLs, influencer - Website Objectives Key activities Channels 3.1.5 Timeline
28. “ 28 3.2 Execution plan 3.1.1 Phase 1 3.1.2 Phase 2 3.2.3 Phase 3
29. Phase 1 1 April – 24 April Raise awareness about children’s “taken summer 29
30. Key activities Content angles & key activities 30 • ”Summer Rescue” school tour • “Summer Rescue” mini photo contest with hashtag #summer #rescue • Viral clip “Dear Summer” Focus on the fact that summers are being derived from children nowadays. 3 angles: • Boring and stressful “taken summer” • Dream summer • Parents’ opinion about this issue Content angles
31. “Summer Rescue” school tour 31 This school tour will be recorded by a special album gathering images and thoughts of children about the summer. Posted after viral clip Show kids’ confessions and expectation about summers. List of potential schools: Thực Nghiệm Primary School, Doan Thi Diem Primary School, Lomonosov Primary School The following schools will be voted on VUS fan-page to increase interaction between VUS and target audience. May connect with “Thành đoàn Hà Nội” Activities: • Interview • Introduce VUS and give small gifts • Flash Mob VUS team will visit some primary school and secondary school in Hanoi to introduce about VUS and spread “Summer Rescue” spirit to kids.
32. “Summer Rescue” mini photo contest 32 Parents will take photo and share their children’s summer Counting point: Base on like, share. Awards: event ticket, hero costume, movie ticket and VUS scholarships (10).
33. Flow 1: Interview 3-4 kids about their summer 3 Main Question: Do you like your summer? What do you usually do in the summer? What do you think summer should be like? The clip proves that kids do not like summer because of extra classes and boring videos game,… They want to have fun and explore the world outside. Flow 2: Interview parents and kids Q: What do you usually do in the summer? A: Parents (having vacations and working), Kids (Extra classes, watching TV,…) Q: Do you think that your kids like their summer? A: Parents (Yes), Kids (No) Q: Do you want to share anything with your parents? A: I want a happy summer, playing with family and friends, relaxing and exploring. Clip proves that parents don’t understand their kids’ summer expectations - delightful and happy one. Flow 3: Bi and his best friends hope that summer will be a great time to play together but in fact their friend re busy with extra classes, video games. Bi decides to rescue their summer. He cosplays Superman and rescues his friend one by one. They create a team and rescue other kids’ summer. 33 Viral clip Time: 3’ each
34. Facebook content angle 34 Facebook fan-page Content build up and management • Fact: summers are being derived from children nowadays • Dream summer • KOLs share viral clip and mention their opinion. • Mini photo contest • Mini lucky game: The first 100 registrations will be chosen for lucky draw. Gift: 10 free courses Information about VUS courses. Facebook ad • Promote mini contests • Promote viral clip Group seeding Afamily • Topic “Summer: Studying or playing?”: “Team Study” to catch up with their friends; “Team Play” to give them time for relaxing after a long school year. Lead to conclusion: they should attend arts, English class. • VUS offers a great learning environment (global standard, delightful, combining playing and learning) Webtretho • Topic “How to help kids learning English”: Lead to conclusion: “Bring them to professional English center” • VUS offers a great learning environment (global standard, delightful, combining playing and learning)
35. PR articles 35 Dantri Which activities should your children do in order not to waste time in the summer? Skill course/ activities in the countryside/ summer clubs/… 2-15 Aug VnExpress Summer – Parents’ problem Parents don’t know how to look after their children. They will send their children to summer classes/ bring their children to work/… 2-15 Aug Dantri VUS- Play with English. VUS has a delightful learning environment with activities in class like: mini game, sing, dance, … All of these activitites helps children to learn English more enjoyable. 16-19 Aug Afamily English is hobby, not a subject. VUS focuses on building the children’s love in English by applying technology and exciting activities in teaching. This makes English is no longer the pressure and creating excitement and comfort for children. 16-19 Aug
36. Website • Information about direct marketing activities in Events item. • Information about learning English program of VUS raise inspiration in learning English of kids. • Information about events and activities in summer of VUS. 36
37. Phase 2 25 Apr – 8 May Draw potential customers’ attention to “#SummerRescue” campaign 37
38. 38 Play Adventure - Situation - Mission Facts and confessions about “taken summer” of children nowadays Fun, healthy, weekend activities for the whole family Traditional games for strengthening natural development Develop Rescuer’s Pack - Qualities - Knowledge - Skills Guidance on how to find and develop essential valuable qualities Sharing on academic learning (English) Exercises to stimulate growth and development Explore Hero - Achievements Inspiring stories about “successfully rescued” summers #SummerRescue campaign content themes Content angles & key activities 1. Featured event “Summer Rescue Adventure in Vkingdom” 2. “Rescue Summer” mini photo contest (cont.) Key activities
39. 25 Apr – 1 May 2 May 3 May – 8 May Warm up DATE Stage Communication Acitivities Facebook, Website, Forum seeding, SEM, GDN, Google adword Event After event Main communication Public news about the event, stressing that VUS is interesting combination of learning and entertainment Teasing Spreading, giving information about the events Holding the event Timeline Featured event “Summer Rescue Adventure in Vkingdom”
40. Event idea ”Summer Rescue Adventure” is an interactive event for children in which they can enjoy playing their favourite games in an English speaking environment. Through this “adventure”, they will have the chance to rescue their “taken summer” and become true “Summer Hero”. Time: 2 days Place: My Dinh stadium/ Vietnam ethnological museum Attendant: VUS summer students Mood & Tone: appealing, full of summer vibe, engaging, inspiring 40
41. Event activities • There are 3 main playing areas, each of which represents 1 super heroes : Superman, Spiderman, Batman • Super man zone: intellectual games • Spiderman zone: games requiring cleverness • Batman zone: physical games • Design sticker or stamp relating to each super heroes in each zone. Anyone participating in and finishing the game will receive 1 sticker or 1 stamp. • Last game: overcome the maze • Kids playing this game have to find way to escape the maze and reach the destination. During the game, there are obstacles you need to pass s such as puzzles in English, following the clues to find stuffs… The winner will receive the cape of the hero. 41
42. Event day program 42 T i m e P r o g r a m 8:30 – 9:00 Reception, Preparation 9:00 – 9:30 Opening, flashmob 9:30 – 12:00 Holding activities in Superman and Batman Zones 12:00 – 14:00 Break 14:00 – 14:30 Music performance 14:30 – 17:00 Holding activities in Spiderman zone and Overcome Maze 17:00 – 17:30 Ending
43. Facebook content angle 43 Facebook fan-page 25 Apr – 1 May Warm up • Update information about the event • Update location, time, activities in the event • Spread the exciting atmosphere in the events • Share articles about kid's summer of Phase1 towards Summer Rescue event 2/5 2 May Event • Livestream event • Post, update images 3 May – 8 May After event • Summarize the event • Feeling of students and parents. • Share English learning methods that the center apply. • Introduce extra-curricular activities kids can join when leaning in VUS. Group seeding Lamchame Chamenuoicon • Create a debate: Should children learn or play in summer? • Create content about methods of learning and playing combination so that kids can study and remember in a comfortable way. Then directing at event VUS's "Summer Rescue Adventure" where kids can learn and play with friends as well as practice speaking English in reality
44. Zalo marketing According to report, Zalo is one of the most popular social media used by middle age parents. Activities: Create and build an official account of VUS Connect with parents Spread information and consult about courses, activities, promotions 44
45. PR articles 45 Pre-event Dantri “Save the summer” with our children VnExpress True summer at VUS Afamily Help your children become big heroes in this summer Follow-up Dantri VUS brings a summer full of energy VnExpress Summer at VUS : learn and play Afamily Explore amazing adventure with VUS
46. KOLs & Influencers • List: Phan Anh, Manh Truong, Hong Dang, Thuy Hanh • Invite KOLs to events • Share thoughts/feelings 46
47. Phase 3 9 May – 24 May Inform customers about VUS’s distinctive points Boost sales 47
48. 48 Develop • Guidance on how to find and develop essential valuable qualities • Sharing on academic learning (English) • Exercises to stimulate growth and development Global standard • academic partnership with Oxford University Press and the British Council – the world’s leading ELT organizations • international standards defined by the City University of New York (CUNY) – the 3rd largest public university in the United States. • the only English language training institution in Vietnam to organize TESOL conferences • hundreds of thousands of VUS students have earned international certificates of English proficiency Dellightful • Integrate “#SummerRescue adventure” concept into events to stimulate learning motivation in children • Designed events for children to enjoy summer. 3 content themes Content angles & key activities 1. Activations in VUS campus “Incredible VUS family” 2. Mini game: ”What are you doing?” • Content: VUS take photo of students’ activities in class. Then people will guess what that activities are. • Counting point: Using lucky draw with correct answers. • Awards: VUS scholarship and small gifts like bag, umbrella, rain coat Key activities
49. Activations in VUS campus “Incredible VUS Family” (follow the concept of “The Incredibles 2” – to be released in Vietnam in June 2018) Time: 22 May -24 May Content: Characters in “The Incredible” will visit and play with VUS students in Hanoi . Follow-up: writing contest “My true hero” on Facebook 49
50. Facebook content angle 50 Facebook fan-page Content build up and management • Images and thoughts about Summer Rescue Adventure will be collected and posted on Facebook. • Share link of PR article about Summer Rescue Adventure Event. • Share tips of learning English for kids, VUS students’ achievements, VUS students’ activities, VUS’s achievements • Discount for English courses Facebook ad • Promote event • Promote mini contests • Promote viral clip Group seeding Afamily Webtretho • Guidance on how to find and develop essential valuable qualities • Sharing on academic learning (English) • Exercises to stimulate growth and development
51. PR articles 51 VNExpress VUS rescues kids’ summer. VUS has just held an event to show the summer spirit with many learning-through-playing activities. This makes a lot of fun for kids to play hard and explore the world around them. 9 May – 15 May Afamily VUS – A hero rescues the summer. To spread the message “Summer is time for fun and exploring the world around”, VUS held an event for kids to play and learn new things. 9 May – 15 May Dantri Memorable summer with VUS This summer is no longer bored with homework and TV screen. Many kids participated in entertaining and exploring activities in VUS's Summer Rescue Adventure event. 9 May – 15 May Afamily How to start learing English for your kids? Learning English is becoming a burden that parents made for their children. However, they still do not create the joyful or passion in learning this language. It simply begin with helping kids approach English songs or stories at home, or maybe letting them join in a professional and comfortable English environment with other friends at VUS who joined Summer Rescue Adventure event. 15 May – 24 May
52. Special PR articles 52 PR articles about “Summer Rescue Adventure” event will be told as a Mega Story (combine text, video, gif, picture…) to fully deliver summer spirit to audience.
53. Above-the-line advertising • FB ads: Spread posts about learning environment in VUS (delightful, global standard, combine playing and learning) • Zalo Ads: Spread PR articles about VUS and “Summer Rescue Adventure” 53
54. 54 Thanks! Any questions?