Build a viral campaign and other content support to help "your choosen project" | Final report content marketing

lOMoAR cPSD| 47206071 HOA SEN UNIVERSITY
FACULTY ECONOMICS- MANAGEMENT FINAL REPORT
BUILD A VIRAL CAMPAIGN AND OTHER CONTENT
SUPPORT TO HELP "YOUR CHOOSEN PROJECT"
RAISE THEIR BRAND AWARENESS AND ACQUIRE NEW USERS IN 2023 Subject: Content Marketing Lecturers Nguyễn Trần Khánh Vân Class: 0100 Members: Nguyễn Viết Mỹ Hậu
Nguyễn Hoàng Hồng Phượng Dương Thị Phương Trâm Đặng Phan Cẩm Vân 1 lOMoAR cPSD| 47206071 HOA SEN UNIVERSITY
FACULTY ECONOMICS- MANAGEMENT FINAL REPORT
BUILD A VIRAL CAMPAIGN AND OTHER CONTENT
SUPPORT TO HELP "YOUR CHOOSEN PROJECT"
RAISE THEIR BRAND AWARENESS AND ACQUIRE NEW USERS IN 2023 Subject: Content Marketing Lecturers Nguyễn Trần Khánh Vân Class: 0100 Members: Nguyễn Viết Mỹ Hậu
Nguyễn Hoàng Hồng Phượng Dương Thị Phương Trâm Đặng Phan Cẩm Vân 2 lOMoAR cPSD| 47206071 SUBJECT
Our team chose numerology because now numerology is becoming one of the famous
methods on social networking sites to help people discover themselves. Meanwhile,
the service related to numerology has not yet developed strongly. So we want to
develop the numerology service in a methodical and professional way, thereby
bringing numerology closer to more people in the future. 3 lOMoAR cPSD| 47206071 THANK YOU
First of all, our team would like to thank Hoa Sen University for bringing Content
marketing into the curriculum. Especially, I would like to thank the subject lecturer Ms.
Nguyen Tran Kieu Van for imparting valuable knowledge to us during the past study
period. The subject of Content marketing is an interesting and useful subject and also
an important subject in the Marketing industry. Although it has been taught thoroughly,
due to a part of the group's knowledge and lack of real life experience, so in our report
it's hard to advoid mistakes. My team hope Ms. Nguyen Tran Kieu Van will consider
and give your comments so that our team can improve better next time.
Our team sincerely thanks Ms. Nguyen Tran Kieu Van a lot! 4 lOMoAR cPSD| 47206071 TABLE OF CONTENTS
IMAGE LIST ....................................................................................................................... 7
TABLE LIST ........................................................................................................................ 7
NAME OF BRAND AND SPECIFIC PRODUCT ........................................................................ 7
1.1. Project name: Gloas Numerology ....................................................................................... 7
1.2. Specific product: Numerology Workshop ............................................................................ 8
1.2.1. Rationale .............................................................................................................................................. 9
1.2.2. Objective SMART: ................................................................................................................................ 9
1.2.3. Target Audience: ................................................................................................................................ 10
2. BIG IDEA AND VIRAL CAMPAIGN ................................................................................. 10
2.1. Insight ............................................................................................................................. 10
2.2. Big Idea ........................................................................................................................... 11
3. COMMUNICATION TOOLS ........................................................................................... 11
3.1. Advertising: Paid advertising ................................................................................................................ 11
3.2. Direct Marketing: Email marketing ....................................................................................................... 11
3.3. Events & Experience: Workshop ........................................................................................................... 12
3.4. Social Marketing: Fanpage .................................................................................................................... 12
4. CONTENT DEMO AND DISTRIBUTION CALENDAR FOR EACH CHANNEL ......................... 13
4.1. Advertising: Paid Advertising ........................................................................................... 13
4.1.1. Indoor Advertising: Horizontal screen ............................................................................................... 13
4.1.2. Indoor Advertising: Vertical screen .................................................................................................... 14
4.2. Direct Marketing: Email Marketing ................................................................................... 15
4.2.1. Introduction Email ............................................................................................................................. 15
4.2.2. Celebration Email ............................................................................................................................... 15
4.4. Social Marketing: Fanpage ............................................................................................... 18
4.4.1. Numerology related topic .................................................................................................................. 18
4.4.2. Minigame on special occasion ........................................................................................................... 20
4.4.3. Introducing to Gloas Numerology ..................................................................................................... 23
4.4.4. Introducing to workshop ................................................................................................................... 24
4.5. Distribution calendar for each calendar ............................................................................ 26
4.5.1. Marketing plan (Overall) .................................................................................................................... 26
4.5.2. Marketing plan (in detail) .................................................................................................................. 27
4.5.3. Budget ............................................................................................................................................... 28
5. SPECIFIC MATERIALS ................................................................................................... 30
5.1. Podcast ........................................................................................................................... 30
5.2. Public Relations ............................................................................................................... 34
5.3. POSM .............................................................................................................................. 35 5 lOMoAR cPSD| 47206071 6 lOMoAR cPSD| 47206071 IMAGE LIST
Figure 1 Indoor advertising: horizontal screen introduce about Gloas Numerolog................12
Figure 2 Indoor advertising: horizontal screen promote the workshop..................................13
Figure 3 Indoor advertising: vertical screen introduce about Gloas Numerology..................13
Figure 4 Indoor advertising: vertical screen promote the workshop......................................14
Figure 5 Introduction email about Gloas Numerology...........................................................14
Figure 6 Celebration email- Source: Student........................................................................15
Figure 7 Confirmation email.................................................................................................15
Figure 8 Confirmation email- Source: Student......................................................................15
Figure 9 Sample figure for content post................................................................................19
Figure 10 Sample figure for content post..............................................................................22
Figure 11 Sample figure for content post..............................................................................23
Figure 12 Introducing to workshop post................................................................................25
Figure 13 Sample figure for content post..............................................................................25
Figure 14 Sample figure for using PR...................................................................................33
Figure 15 Standee................................................................................................................34
Figure 16 Poster...................................................................................................................34
Figure 17 Booth Mockup......................................................................................................35 TABLE LIST
Table 1 Workshop's details script.........................................................................................18
Table 2 Social marketing: numerology related topic post.....................................................19
Table 3 Social marketing: minigame post.............................................................................21
Table 4 Introducing to Gloas Numerology post.....................................................................23
Table 5 Marketing plan overall script....................................................................................26
Table 6 Marketing plan details script....................................................................................27
Table 7 Budget.....................................................................................................................28
Table 8 Podcast MC script...................................................................................................32
NAME OF BRAND AND SPECIFIC PRODUCT 1.1.
Project name: Gloas Numerology
Numerology is well-known as a new way for everyone to know more information about
their personal traits through the useful meaning behind each number - the thing that
affects most of our life. On the other hand, numerology can even tell which time is your
peak of success or biggest challenge happens in your lifetime.
In Vietnam, numerology has become one of the most trending topics when it comes to
finding a reliable way to know yourself better. Understanding customer psychology,
we’re creating a professional team selling and enhancing the quality of Numerology service.
To clarify, the name “Gloas” is taken from the name of a star in the Constellation Cat.
“Gloas” represents as the mystic things that people haven’t discovered yet. So that we 7 lOMoAR cPSD| 47206071
use the name “Gloas” to symbolize the main spirit we want to spread: Yourself is still
a mystic thing if you don’t spend time searching on your truly personal traits. 1.2.
Specific product: Numerology Workshop
Gloas Numerology is a selling Numerology service for everyone, based on the date of
birth, the letter of name, nickname,... to research information about customers. We will
give them their specific information about characteristics, their strengths and
weaknesses,... to help them solve their own problems.
Our consultant is the one who has many years of experience in the field of research
and application of Numerology into real life. Furthermore, we also have an expert team
including physicists, occultists so that customers can be completely assured of our services.
The procedure will include some steps:
- Step 1: Receive registration form online and offline
- Step 2: Confirm to receive the customer’s information and deposits
- Step 3: Send confirmation mail to customers, it will consist of: full name of
customers, appointment time, meeting place address.
- Step 4: Make an appointment between our consultant and customer.
The consultation session will have some basic information:
- The maximum amount of time: 180 minutes
- The numbers people in an appointment: one customer - one consultant - Fixed price: 500.000 VND
- Description: Customers will be analyzed in-depth about their base numbers
according to the Numerology method. Therefore, they can easily have the
answer for their own problems due to understanding well about themselves.
During the meeting, the consultant will analyze each base number of customers
through their full name, date of birth,... which help them easily orient their life, their
way of life. It also can tell what is the good time and good choice for their job that can
help customers to get everything done smoothly and successfully. And as a result,
customers will know which career path they should choose and have a motivation to
become better day by day. In other words, Numerology service will change the customers’ life positively. 8 lOMoAR cPSD| 47206071
After the meeting, customers will receive a PDF file that writes down everything the
consultant has analyzed for them. 1.2.1. Rationale
Today, at the age of 18-25 years old (also known as GenZ) who are disoriented in life,
they will look for spiritual methods to find the right answers for themselves, such as:
what they will have to do next, what their future will be. In fact none of these answers
appeared on the internet are highly authentic because of the different worldview of each person.
For that reason, since the subject "Numerology" was introduced to Vietnam, everyone
has paid a lot of attention to it. Numerology is a subject developed by mathematician
Pythagoras with scientific calculation methods.
You will find the answer to your problems by getting to know yourself well about
yourself which can lead to discovering your actual potential and help to make success in every step you go on. 1.2.2. Objective SMART:
We will decide our objectives base on the SMART structure:
- S (specific): sell Numerology service and increase the engagement on fanpage
- M (measurable): with the attractive content we post on facebook (include
everything related to Numerology, mini game) and the current total of followers: 217 followers, we aim to: ●
Engagement: Increase the number of followers up to 3000 likes in
2023, each post has to reach out 700 people in average
● Service: we have at least 30 customers each month.
- A (achievable): with the famous fame that Gloas Numerology has had in Hoa
Sen University, the team members are full of spirit, the professional consultant
and the successful workshop just organized in December 2022, we believe that
we can achieve this target in 2023.
- R (relevant): to help the development of Gloas Numerology, approach many
more people who have their own worries in 2023 and increase the fame of Numerology overall.
- T (time bound): the deadline time that we intend to set will be 1st January, 2024. 9 lOMoAR cPSD| 47206071 1.2.3. Target Audience:
After doing some research through google form, we concluded that our target
customers are divided into 3 groups: students, freshers and workers. These 3 groups have ages between 18 to 35.
- Students: Ages between 18 to 22. The customers in this age group are young,
passionate and lack life experience, that’s why they have a lot of worrying time
about themselves which leads to some inaccurate thinking and actions.
Especially the most popular questions from these customers are whether they
chose the right major or not? For these reasons, students really need to know
themselves well, know which are the good sides or bad sides of them.
- Freshers: Ages between 22 to 25. Different from the students, freshers tend to
pay a lot of attention to the environment and everyone around them such as:
working environment, family,world issues,... and reflect on themselves to find
the right answer for every action and thinking of themselves. Furthermore these
people are still worried much about their career path and have a fear of failure.
This is the reason why they are very interested in searching for Numerology to
know about themselves well and choose the right career path.
- Workers: Ages between 25 and 35. It can be said that people in this age are
the ones who easily have a high growth in career path and happy family.
However, workers are prone to stress the most, because they have a high
responsibility for their work, their family. Some of these really need a method
for them to know well about themselves which can lead to making the right
decision for their life. Therefore, they recognize Numerology as a way to help
them find their own self and develop their life according to the way that makes them happiest. 2.
BIG IDEA AND VIRAL CAMPAIGN 2.1. Insight
It's not hard to catch up on the many millions of results that appear in Google when
you search "way to know deeply about myself". But, are all of these results reliable and scientific? 10 lOMoAR cPSD| 47206071 2.2. Big Idea
- Our “present” your future
In this day and age, everyone is facing a lot of difficulties due to not knowing what
inside themselves, what they really good at or bad at.Therefore, we’re bringing
Numerology come closer to each and everyone of us to help as many as possible
have a chance to understand well their own traits.
The “present” we talk about the number base of everyone related to Numerology will
lead to the future that everyone knows well about themselves and has a better life,
better choice which makes them truly happy.
We’re not only selling the Numerology service, but also give you the amazing gift to
your inner self. Team Gloas believe that the more people know about Numerology, the
more they love themself and appreciate Numerology as a “present” to solve many
hard-core problems in their life. 3. COMMUNICATION TOOLS 3.1.
Advertising: Paid advertising
In order to promote our service, we will use paid advertising at first to increase the
awareness of Numerology as well as our brand Gloas.
We will aim to advertise at the place where our target audience passes by as much as
possible and pay money to appear on banner, indoor screens inside that place.
The main target audience we focus on in 2023 is students between the age 18 and 24
so we will choose five popular universities in Ho Chi Minh City to do this paid advertising. 3.2.
Direct Marketing: Email marketing
Beside each indoor screen, we also put up a booth sampling which gives free small
dolls, pencils, notebooks,... for everyone interested in Numerology and write down
their personal information and email for us to contact later.
From that collected email, we will provide detailed information about the service
Numerology through sending email to them. Not only the information about our
service, but we also send discount coupons for them to increase the sales. 11 lOMoAR cPSD| 47206071
On special occasions and their birthday date, we will also take advantage of
opportunities to increase the awareness by sending them the wishes email involving
special discount coupons that are limited to a few days. 3.3.
Events & Experience: Workshop
We will organize workshop series in famous universities to promote the name of
Numerology and project Gloas Numerology. Because we choose our target customers in 2023 are students.
During the workshop, we will also invite the speaker who is an expert on Numerology
and a member in Gloas Numerology to give the audience the most useful information,
as the same time we will also create a “question and answer” section to help everyone
have a right view of Numerology. Hence, we will promote our project “Gloas
Numerology” effectively and attract a large numbers of customers.
Moreover, to prolong the excitement about Numerology, we will give a discount coupon
for everyone who is interested in Numerology service in the workshop. 3.4.
Social Marketing: Fanpage
In our Fanpage, the main content will revolve around current questions related to
Numerology which suit our target audience view and attract a lot of traffic. In the
meantime, we also post in-depth Numerology content for those who want to know it well.
In some special times such as: Tet holiday, Christmas, Valentine,... we will create some
minigame posts to attract new customers and traffic to our fanpage. We will also create
advertising posts about our workshop.
The main purpose of those posts is to promote the Numerology service so that we will
always add a small introduction about Gloas Numerology and leave a contact below
to promote who we are and what we’re doing now. 12 lOMoAR cPSD| 47206071 4.
CONTENT DEMO AND DISTRIBUTION CALENDAR FOR EACH CHANNEL 4.1.
Advertising: Paid Advertising 4.1.1.
Indoor Advertising: Horizontal screen
Figure 1 Indoor advertising: horizontal screen introduce about Gloas Numerolog
Figure 2 Indoor advertising: horizontal screen promote the workshop 13 lOMoAR cPSD| 47206071 4.1.2.
Indoor Advertising: Vertical screen
Figure 3 Indoor advertising: vertical screen introduce about Gloas Numerology
Figure 4 Indoor advertising: vertical screen promote the workshop 14 lOMoAR cPSD| 47206071 4.2.
Direct Marketing: Email Marketing 4.2.1. Introduction Email
Figure 5 Introduction email about Gloas Numerology 4.2.2. Celebration Email 15 lOMoAR cPSD| 47206071
Figure 6 Celebration email- Source: Student 4.2.3. Confirmation emai
Figure 7 Confirmation email 4.3.
Event & experience: Workshop Detail Script TIMELINE ACTIVITIES DETAILS BACKSTAGE NOTE Visual Sound Light Led
15:30 - 17:30 Preparation
Set up devices, Key visual Greeting Light: props and gifts music 100% backgrou (teabreak,standee, on nd tablecloths,drinks,. ...)
17:30 - 18:00 Last check step Ready to welcome Key visual Greeting Light: participants. Check music 100% mic and sound backgrou on nd 16 lOMoAR cPSD| 47206071 18:00 - 18:30 Welcome
Check tickets, take Key visual Greeting Light: participants photos of speaker, music 100% stick the stickers, backgrou on give cakes and nd water to participants, guide speaker to their seats 18:20 - 18:30
TELL EVERYONE TO COME BACK THEIR SIT
18:30 - 18:40 Starting time Welcome Some Greeting Light: everyone to the pictures of music 100% backgrou workshop. on team nd Introduce about Gloas Gloas Numerology Numerolo and spend little gy when time talking about they the voucher that consult the team Gloas customer Numerology will give everyone
18:40 - 18:50 Introduce
the Speaker have a Pictures of Greeting Light: Light speaker of speaker at music brief introduction 100% focus Gloas backgrou workshop on about themselves Numerolo nd on the and their position in gy speake team Gloas r Numerology 17 lOMoAR cPSD| 47206071
18:50 - 19:50 Giải đáp những Trò chuyện các câu Hình ảnh No music Light:
bí ẩn về các con hỏi về TSH chủ đạo 100% của
số, diễn giả cùng diễn giả on workshop
những điều thắc Mời random 1 bạn mắc về lên sân khấu để giải đáp con số chủ TSH đạo 19:50 - 20:00 Bre ak time Backgrou Light: nd music 100% on
20:00 - 20:30 Questions
Have a questions & Backgrou Answers & nd image answers section and image between speaker of voucher and participants Remind everyone about the voucher that team Gloas Numerology give everyone
20:30 - 20:35 Interactive Lucky draw for the Backgrou inigame participants nd image 20:35 - 20:45 Final End the show and Backgrou take pictures with nd image the participants 20:45 - 20:55 END THE SHOW
Table 1 Workshop's details script 4.4.
Social Marketing: Fanpage 4.4.1.
Numerology related topic Vietnamese version English version 18 lOMoAR cPSD| 47206071
ỐI LIÊN KẾT “THẦN KỲ” GIỮA HỌ TÊN THE MAGIC CONNECTION BETWEEN
CỦA BẠN VÀ THẦN SỐ HỌC !! YOUR NAME AND NUMEROLOGY
🪐Theo Thần số học của Ấn Độ, tính 🪐According to Indian Numerology, your
cách và các mối quan hệ xung quanh personality and relationships are al
bạn đều bị ảnh hưởng bởi “sức mạnh” influenced by the "power" of the letters of
của những chữ cái từ họ tên your name.
🌟 Trong đó: các mối quan hệ thân thuộc 🌟 In which: close relationships will be
sẽ được thể hiện thông qua chữ đầu tiên revealed through the first letter of your
trong tên của bạn và tính cách của bạn name and your personality will be
sẽ được bộc lộ thông qua cả họ lẫn tên revealed through both your first and last
trong các tình huống cụ thể name in specific situations.
🎊 Điều này sẽ giúp bạn khám phá 🎊 This will help you uncover your inner
những điều bí ẩn bên trong nội tâm và self
tính cách của bản thân.
👉Therefore, many parents have named
👉Chính vì thế, đã có không ít bậc phụ their children based on
huynh đặt tên cho con dựa vào Thần số Numerology to help that child get the
học nhằm giúp đứa trẻ đó có thể nhận
được những điều tốt đẹp nhất trong cuộc best things in life. For example: the boy
sống. Ví dụ như: cậu bé Nguyễn Minh Nguyen Minh Thien - son of Hoa Minzy
Thiên Ân - con của Hòa Minzy đã dựa
vào thần số học để đặt được cái
relied on numerology to get his name.
➖➖➖➖➖➖➖➖➖➖ 19 lOMoAR cPSD| 47206071 tên này.
💐Source: tracuuthansohoc, astroyogi
➖➖➖➖➖➖➖➖➖➖ ✍Author: MeiHao
💐Nguồn: tracuuthansohoc, astroyogi
➖➖➖➖➖➖➖➖➖➖ ✍ Tác giả: MeiHao
✨ Gloas Numerology - Number one
➖➖➖➖➖➖➖➖➖➖
prestigious Numerology consulting service in
✨ Gloas Numerology - dịch vụ tư vấn Thần Vietnam 🏫 Office: 8 Nguyen Van Trang,
Số Học uy tín số một Việt District Nam 1, HCMC
🏫 Văn phòng: 8 Nguyễn Văn Tráng, ⏰ Hotline: 0933 338 123 quận 1, TP.HCM
#thầnsốhọc #thansohoc #numerology #dichvutuvanthansohoc ⏰ Hotline: 0933 338 123
#thầnsốhọc #thansohoc #numerology
#numerologyservice #dichvutuvan #dichvutuvanthansohoc
#numerologyservice #dichvutuvan
Table 2 Social marketing: numerology related topic post Image post:
Figure 9 Sample figure for content post 4.4.2.
Minigame on special occasion Vietnamese version English version
Title: [𝐌𝐈𝐍𝐈𝐆𝐀𝐌𝐄] TRẢ LỜI NGAY, RINH
ANSWER IN 5 SEC, RECEIVE BIG GIFT
QUÀ GIÁ TRỊ LIỀN TAY 🥳 WORTH UP TO 5XX.000 VND 20