Communication Campaign Strategy | Final Report - Content Marketing

lOMoAR cPSD| 47206071
BỘ GIÁO DỤC VÀ ĐÀO TẠO
TRƯỜNG ĐẠI HỌC HOA SEN
KHOA KINH TẾ - QUẢN TRỊ FINAL REPORT CONTENT MARKETING TOPIC:
COMMUNICATION CAMPAIGN FOR THE PROJECT “GOM
QUAN AO - VA CHO RUNG”
Lecturer: Ms. Nguyen Tran Kieu Van STT TÊN MSSV 1 2 Tăng Huỳnh Trúc Như 22114125 3 Châu Nguyễn Bảo Duy 22011022 4 Hoàng Minh Quân 22122797 5 Phan Nhật Khang 22014533 December 2023 PLEDGE
We would like to commit to the report topic: "Communication strategy for
the project GOM QUAN AO - VA CHO RUNG" that we implemented is the only
product, conducted openly with the guidance and help Enthusiastic support from
Lecturer Nguyen Tran Kieu Van. lOMoAR cPSD| 47206071 2
All data and information in the report are truthful, confirmed and provided
directly from the official page of GOM QUAN AO - VA CHO RUNG” and related
units, without any copying. from previous reports. If we detect any violation of
academic integrity, we take full responsibility and accept the school's decision.
Ho Chi Minh City, December 18, 2023 Signatures of members lOMoAR cPSD| 47206071 3 ACKNOWLEDGEMENT
The communication campaign report for the GOM QUAN AO - VA CHO RUNG
was completed not only thanks to the efforts of the team members, our team
received a lot of help from many individuals and units. other. Our team is very
grateful and would like to send our sincerest thanks to:
First, our team would like to send our deepest thanks to Ms. Van, the
Content Marketing instructor this time. Ms. Van accompanied the first steps,
providing guidance and suggestions to build the most complete report for the
group. In addition, he supported, reminded and encouraged the group a lot when
we encountered some human difficulties in the early stages of writing this report.
The second thank you would like to send to the Joy Foundation, where we
have given our trust and is also the purpose for us to carry out this project.
Finally, our team would like to sincerely thank Hoa Sen University, a school
that balances teaching and practice, knowledge always goes hand in hand with
practice. Typically, it can be clearly seen through the preparation of this project
report that our team has had a lot of authentic experiences by organizing a short- term project.
Although a lot of time and enthusiasm has been devoted to this report, it
will certainly be difficult to avoid shortcomings. Therefore, our team is looking
forward to receiving honest comments on the Marketing strategy for the GOM
QUẦN ÁO - VÁ CHO RỪNG project so that we can draw a lot of experience and
be able to apply it appropriately in practice. Sincerely lOMoAR cPSD| 47206071 4 LECTURER COMMENTS
Ho Chi Minh City, December …. 2023 Lecturer's signature TABLE OF CONTENTS
PLEDGE ............................................................................................................................. 1 lOMoAR cPSD| 47206071 5
ACKNOWLEDGEMENT ................................................................................................. 3
LECTURER COMMENTS ................................................................................................ 4
TABLE OF CONTENTS ................................................................................................... 4
1. Name of brand and specific product .............................................................................. 5
2. Specific Objective .......................................................................................................... 6
3. Target Audience .............................................................................................................. 6
4. Big Idea and viral campaign ........................................................................................... 7
5. Communication tools ..................................................................................................... 8
7. Implementation budget ................................................................................................. 16
8. Having a specific material to illustrate your big idea .................................................. 16
REFERENCES....................................................................................................22
1. Name of brand and specific product
Realizing that the ecosystem is gradually being affected and changing in a
negative direction, above all, more news about landslides has recently appeared.
The main reason is due to the problem of illegal deforestation, leading to the
gradual destruction of many primeval forests. To prevent and reduce illegal
deforestation, in addition to propaganda and condemnation activities, we decided
to contribute together through a small project called "GOM QUẦN ÁO - VÁ CHO
RỪNG" with the goal "Old people are new people" and the ultimate goal after
implementing this project is that all revenue and profits achieved will be donated
to the afforestation fund to buy seeds and plant more trees. This activity not only
helps the process of protecting nature and forest resources, but can also help limit
waste when there is no need to use it, used clothes will be recycled. Collect, wash
thoroughly and clean, then restore to resell to those who love the item at a lower cost than the actual value. lOMoAR cPSD| 47206071 6 2. Specific Objective
● Reach more than 10,000 people on Facebook.
● Received more than 100 kg of clothes from donors.
● 50 people came to participate in our “Trao” fair. 3. Target Audience Demographic
This project targets students between the ages of 18 and 22, who are students
living and working in Ho Chi Minh City. Because it is a project to collect old items,
we accept all items from everyone who needs to donate, regardless of whether they are men or women.
The audience we target to promote this project is those with income from 3
million to 5 million a month. That amount of money can be earned by them or
provided by their parents. Even though their income is quite small, because they
are a student, they do not have many expenses, so with that amount of money in 1
This month they can buy a lot of clothes for themselves. Psychology
● They are the ones who will care about what they put on their body
when they buy an item and will pay more attention to the price than
the quality of the clothing it brings to them.
● They often have the fear of falling behind everyone, also known as
FOMO (Fear of missing out). Because of this mentality, on holidays
they will buy as much as they can.
● When they have a lot of clothes, they often leave them there because
they don't know how to donate or sell them
In addition, they will tend to care about the environment and green lifestyle. Behavior
● When buying clothes, they often don't care about quality, instead just
the price. They often look for fast fashion brands to buy.
● There is a tendency to research and buy clothes through social
networks and electronic networks. lOMoAR cPSD| 47206071 7
● When they have a lot of clothes, they will tend to leave them there
or find a place to sell them, because they rarely find anywhere to
donate their clothes. Media Part
● The audiences we target tend to be easily influenced by the items
Influencers wear or review on social networking sites.
● They tend to surf social networks to look for clothes to buy and often
watch on holidays to buy items at the cheapest prices possible.
● When they have a lot of clothes, they will often find a place to sell
them and donate them through social networking sites
● Most used social networking sites: Facebook, Tiktok, Instagram
4. Big Idea and viral campaign
Big Idea: “Một mảnh áo - Nhiều mảnh rừng”.
Meaning: We offer this big idea with the main meaning that with just
donated items, you can bring new forests to the forests. Although the donation
amount is small, it has brought a great benefit to the world's forests Viral Campaign:
In this campaign, we implement strategies to create attraction for our
campaign, namely creating a fanpage and an event.
First about the fanpage: Our fanpage is called "Collecting clothes - Patching for
the Forest" on this fanpage we will upload content about forest protection, the
benefits of the forest, and the harmful effects of the fast fashion industry to Educate
our group's target audiences about environmental protection awareness, especially
forests. Accordingly, through our fanpage, we will call on people to donate old
clothes to organize an event to sell used clothes and use the money earned to donate
to JOY FOUNDATION, a charity organization that protects forests and nature. .
This campaign runs for a period of 1 and a half months, from the beginning of
October until the date we hold the event, November 18, 2023. The content we post
on the fanpage will revolve around 3 main contents:
The first is about Project Introduction including: implementation time, project start
time, opening gate to receive donated clothes. Reason for the project: Fast fashion lOMoAR cPSD| 47206071 8
affects the environment -Consequences of lack of forests and ways to prevent floods and droughts.
The second is about All about the project “Gather clothes - Mend for the
forest” and forest including: How to participate in donating to the project, How Joy
Foundation uses capital for projects, Environmental and health consequences
Humans can be affected without forests, Forest protection consultancy
Finally, Announcing and attracting for the Giving fair includes: Mini-game, voting,
Forest cultural traditions, Spread love and protect forests through the project of the Satere-Mawe people
We write blog posts about the impact of fast fashion on the environment and
ask people to donate old clothes to raise funds for reforestation on the social
network Facebook. Besides, we also organize mini games to attract more people to know about our project.
Picture 1: The project's content roadmap 5. Communication tools
5.1. Social media: Facebook - Content marketing
The social network Facebook plays a crucial role in the success of
marketing campaigns through its ability to develop compelling content and attract
target customers. With its vast user base and diverse features, Facebook offers a lOMoAR cPSD| 47206071 9
wide range of opportunities for businesses to engage with their audience. By
leveraging the power of visual content such as pictures and videos, campaigns can
create captivating posts that resonate with their target demographic. This visual
format allows for more immersive storytelling, enabling brands to effectively
convey their message and build a strong online presence.
We will create a blog related to clothing recycling and environmental
protection to attract viewers. Write about how to choose, use and reuse old clothes,
as well as explain the importance of afforestation and forest protection. At the same
time, publish articles about events to collect and buy used clothes as well as commit
to using profits to plant forests.
5.2. Advertising: Facebook ads
Facebook Ads or Facebook Advertising is a professional advertising service
on the social network Facebook. Individuals/businesses will pay a fee to display
their product/service advertisements to potential customers who are using
Facebook and social networking sites linked to Facebook such as Instagram.
Advertising on Facebook provides a special platform for businesses like "Trao" to
reach specific target audiences accurately and effectively. Through advanced
targeting options, campaigns can adjust their ad placement based on various
criteria such as age, interests, geographical location, etc. This level of fine-tuning
ensures that the right content is delivered to the right people, maximizing
opportunities for engagement and conversion. Furthermore, Facebook Ads also
provides powerful optimization tools that help campaigns allocate advertising
budgets effectively. By tracking key performance metrics and making datadriven
adjustments, businesses can optimize their advertising campaigns to achieve higher
conversion rates and maximize return on investment. private.
About our project when running ads on Facebook. Create good forest
advertising content that conveys the message of collecting old clothes to sell and
pledging to use the proceeds to plant forests. Introduce the time or location of the
event, ensure that the ad is persuasive and guide viewers to accompany this project. lOMoAR cPSD| 47206071 10 5.3. Email marketing
Email marketing remains a valuable tool for businesses seeking to establish
and nurture relationships with potential customers. By leveraging the power of
personalized communication, campaigns can reach out to individuals directly and
create meaningful interactions. Through a well-crafted email marketing strategy,
businesses can deliver targeted messages, exclusive offers, and valuable content
directly to the inbox of their subscribers. This direct line of communication allows
for a more personalized approach, fostering trust and loyalty among customers.
Additionally, email marketing enables campaigns to track and analyze user
behavior, providing valuable insights into customer preferences and interests. This
data-driven approach allows businesses to refine their marketing strategies,
optimize their campaigns, and achieve high efficiency in both advertising and overall implementation plans.
Regarding emails, we will send emails with information about the project
as well as upcoming main activities (such as time and location of Gom quần áo Vá
cho rừng ). At the same time, providing information about the latest used clothing
products, promotions, and stories related to afforestation and environmental
protection. With appropriate email sending frequency and schedule. Send periodic
emails to keep in touch with customers and provide the latest information about the project
6. Content demo and distribution calendar for each channel Content Demo
Content name: Gom quần áo - Vá cho rừng: "Protect the environment, protect life" Release date: Dec 01, 2023 Media channels: Facebook Release time: 10:00 AM
Distribution form: Video, article lOMoAR cPSD| 47206071 11
Objective of distribution: Propagate the purpose and activities of the Gom quần áo
- Vá cho rừng for the Forest organization, calling on everyone to join hands to
contribute to protecting the forest Video: Video Content:
● The video opens with images of destroyed forests, accompanied by the
caption: "Forests are the green lungs of the Earth, home to many species of
animals and plants. However, currently, forests are being destroyed. Serious
destruction, causing many consequences for the environment and human
life. Gom quần áo - Vá cho rừng is a charity organization with the purpose
of collecting and selling old clothes to donate to support forest planting.
Every item of your old clothes can contribute to adding a green tree to Vietnam."
● Next, the video will introduce the organization's activities. The
organization's volunteers will collect old clothes from households, then sort,
wash and resell. The revenue will be transferred to Joy Foundation, a
leading forest planting organization with a long history in Vietnam.
● The video ends with images of lush green forests, accompanied by the call:
"Let's join hands with Gom quần áo - Vá cho rừng to add green trees to
Vietnam, protect the environment and our lives." me." Consider Ideas
● Consider adding interviews with volunteers or beneficiaries of the
organization to personalize the story and add emotional impact.
● Include images of the sorting, washing and resale process to demonstrate
the organization's transparency and efficiency.
● Consider adding a short animation clip or graphic to represent the "patching the forest" concept. Post: Post Content: lOMoAR cPSD| 47206071 12
● Forests are the green lungs of the Earth, home to many species of animals
and plants. However, currently, forests are being seriously destroyed,
causing many consequences for the environment and human life.
● Gom quần áo - Vá cho rừng is a charity organization with the purpose of
collecting and selling old clothes to donate to support forest planting.
Every item of your old clothes can contribute to adding a green tree to Vietnam.
● To donate old clothes to Clothes Collection - Mend for the Forest, you can
bring clothes to the organization's collection points or send them by mail.
The money collected from selling used clothes will be donated to Joy
Foundation, a reputable and experienced forest planting organization in Vietnam.
● Let's join hands with Collect Clothes - Mend for the Forest to add more
trees to Vietnam, protect the environment and our lives. Call to action:
You can participate in supporting Gom quần áo - Vá cho rừng by:
● Bring old clothes to the organization's collection points.
● Send old clothes through the mail.
● Share information about the organization on social networks.
Every action you take contributes to creating a better living environment for us and future generations. Email Demo Invitation to the TRAO Fair
Dear Teachers, Staff, and Students of Ho Chi Minh City University of Social Sciences and Humanities,
First of all, we would like to extend our warmest greetings to all of you.
The "Gom quần áo - Vá cho rừng" project team would like to cordially invite you
to attend the TRAO Fair and participate in the activities of the event. The TRAO
Fair, which will be held on November 18, 2023, is a small project organized by the lOMoAR cPSD| 47206071 13
"Gom quần áo - Vá cho rừng" project team with the aim of raising awareness of
the importance of forests to the planet and also a small fundraising event in
collaboration with JOY FOUNDATION to restore and regenerate the natural system.
With the motto: "Một mảnh áo - Nhiều mảnh rừng", the TRAO project team is
implementing the TRAO Fair with the hope of bringing meaningful activities to
the community. The event is a combination of charitable activities and fundraising
activities with the guidance of experts, aiming for the goal of Entertainment -
Discovery - Many more interesting activities
Your participation is a great honor for the organizing committee and contributes
greatly to the success of this event. We look forward to your presence to make the event a success.
The TRAO Fair will take place on November 18, 2023 from 12:00 to 16:00.
Location: 8 Nguyen Van Trang, Ben Thanh Ward, District 1, Ho Chi Minh City. Hotline: 0919828373.
The TRAO project team would like to express our sincere gratitude to all of you
for your interest in the event and we very much hope to welcome you We wish you
all good health and receive many positive things in life! Sincerely,
The "GOM QUẦN ÁO - VÁ CHO RỪNG" Project Team lOMoAR cPSD| 47206071 14
Picture 2: Poster image will be sent with email
Distribution Calendar for each channel:
Campaign goal: Raise awareness and encourage participation in the "Collect
Clothes - Mend for the Forest" initiative, which collects and sells used clothes to
fund reforestation in Vietnam.
Target audience: Vietnamese citizens aged 18-22 22-26, mostly are students who
interested in environmental sustainability and social responsibility Channel: Facebook, Email
Campaign period: September 21, 2023 - November 22, 2023
● September 21, 2023: Campaign Launch
10:00 AM: Post the campaign poster on the Facebook page of Collect Clothes Mend the Forest.
Post an introduction along with the poster. lOMoAR cPSD| 47206071 15
Share basic information about the campaign's goals and how people can get involved.
● September 27 - October 11, 2023: Initial Interaction
Regularly share posts emphasizing the importance of forest protection.
Encourage followers to share videos and campaign information with their networks.
● October 12, 2023: Mid-Campaign Update
3:00 PM: Post an update on campaign progress.
Share the amount of clothing that has been collected so far and the positive impact on reforestation.
● October 15 - November 3, 2023: Volunteer Stories
Introduce short video guiding the process of participating in Gom quần áo - Vá cho rừng
Share personal stories and experiences related to the organization's activities.
Emphasize the emotional and community aspects of the campaign.
● November 4, 2023: Introducing the new mini game
2:00 PM: Introducing the lucky draw game (mini game) with images or short videos.
Increase engagement by introducing Gom quần áo - Vá cho rừng donated clothing sorting process.
Remind people about the grant day taking place to encourage participation and support.
November 12, 2023: Announce mini game winners
10:00 AM: Introduce a short video announcing three lucky winners for the latest mini game
Emphasize the symbolic meaning of each donated clothing item for forest restoration.
● November 15 - November 17, 2023: Action Challenge 3:00 PM: Increased action challenge. lOMoAR cPSD| 47206071 16
Remind followers of ways they can contribute, including bringing old clothes to
a collection point, sending them through postal services, and sharing information on social media.
Start to send invitation emails in order to raise people's awareness about the Trao fair.
● November 18, 2023: Closing and Thank You
12:00 PM: Post a thank you post to all the supporters.
Share final figures on the number of clothes collected and the amount donated to the Joy Foundation.
Express gratitude for community involvement and emphasize the positive impact on the environment.
● November 22, 2023: Follow and Praise
Share a follow-up post, recognizing the success of the campaign.
Feature testimonials from volunteers, beneficiaries or those who have contributed to the cause.
Express gratitude again and reinforce the lasting impact of their support.
7. Implementation budget
● Print standee: 110,000 VND ● Paper bag: 100,000 VND ● Stone lotus: 210 VND ● Keychain: 108,000 VND
● Bubble shot game: 100,000 VND
● Total amount earned: 1,400,000 VND
● Amount donated to JOY FOUNDATION: 1,050,000 VND
8. Having a specific material to illustrate your big idea.
The “GOM QUẦN ÁO - VÁ CHO RỪNG" project, organized by a group
of students at Hoa Sen University, aims to address the issue of a "tight" cabinet lOMoAR cPSD| 47206071 17
while also contributing to a greener Earth. The project encourages individuals to
donate old, long-lasting clothes that are no longer needed. These donated clothes
will be repaired, renewed, and resold at affordable prices to those in need.
The proceeds from the sale of these clothes will be used to purchase seeds and
plant forests. This initiative not only repurposes seemingly worthless items but also
adds value by contributing to environmental conservation.
Slogan: “ Một mảnh áo - Nhiều mảnh rừng “
Meaning: Promoting solidarity and compassion to bring people closer to each other and to the natural world.
Picture 3: Logo GOM QUAN AO - VA CHO RUNG
Picture 4: Cover image of GOM QUAN AO - VA CHO RUNG lOMoAR cPSD| 47206071 18 ORGANIZING A CLOTHING FAIR
Organizing a fair to sell donated clothes. Not only does buying second-hand clothes
help find them a new home, but it also helps us in our journey to protect the environment.
The fair will have many offers and discounts.
There are plenty of opportunities for you to become the lucky one of the day! Join
the mini games and spin the wheel to receive surprising gifts.
Have the chance to receive unique gifts such as stone lotus, bracelets, or keychains.
Make each penny you spend more meaningful! Time: 12 PM on November 18th
Location: Room 502, Hoa Sen University, Nguyen Van Trang Street.
Picture 6: Trade Fair Information
Picture 7: Trade Fair Activities lOMoAR cPSD| 47206071 19
Picture 8: Exhibition standee REFERENCES
Lê Thị Kim Thoa ( October 25, 2022 ) - Facebook Ads Manager: Hướng dẫn chi
tiết cách tạo, phân tích & sử dụng trình quản lý quảng cáo Facebook: Retrieved
OctoBer 25, 2022 from https://www.toponseek.com/blogs/huong-dan-chi-
tietcach-tao-quan-ly-phan-tich-facebook-ads-manager/
Facebook page of GOM QUAN AO - VA CHO RUNG
https://www.facebook.com/profile.php?id=61551386102551
Website of Joy Foundation https://www.journeyofyouth.vn/
Website of Vườn rừng project https://journeyofyouth.vn/project/forestgarden