Content Marketing Final Report | Đại học Hoa Sen

lOMoAR cPSD| 47206071 FINALREPORT
LECTURER: NGUYEN TRAN KIEU VAN
SUBJECT: CONTENT MARKETING GROUP: 04 Members Student code Phạm Lê Mai Phương 22013701 Lê Thị Hồng Ngân 22013701 Hà Thúc Minh Triết 22003926 Phạm Phi Khánh Vân 22011726 Ho Chi Minh City, August 2023 lOMoAR cPSD| 47206071 FINALREPORT
LECTURER: NGUYEN TRAN KIEU VAN
SUBJECT: CONTENT MARKETING GROUP: 04 Members Student code Contribution percentage 22013701 100% Phạm Lê Mai Phương 22013701 100% Lê Thị Hồng Ngân 22003926 100% Hà Thúc Minh Triết 22011726 100% Phạm Phi Khánh Vân Ho Chi Minh City, August 2023 2 lOMoAR cPSD| 47206071 Thank you
We would like to express our sincere gratitude to Ms. Nguyen Tran Kieu Van for her time, knowledge
and dedication to guide us during the preparation of the final report. Her guidance has made an
important contribution, helping us to perfect and master the knowledge in the subject.
We appreciate the valuable knowledge she imparted, as well as the detailed comments and feedback
she provided during our preparation of the report. Thanks to her guidance, we had the opportunity to
access and apply knowledge in a practical and effective way. 3 lOMoAR cPSD| 47206071 TABLE OF CONTENTS Contents
THANK YOU ........................................................................................................................................3
TABLE OF CONTENTS .......................................................................................................................4
List of Pictures .......................................................................................................................................6
List of tables ...........................................................................................................................................6
Introduction ............................................................................................................................................8
1. Overview about project ......................................................................................................................9
1.1. Introduce about Noi ........................................................................................................................9
1.1.2. Mission .......................................................................................................................................10
1.1.3. Vision .........................................................................................................................................10
1.1.4. Core value ..................................................................................................................................10
1.2. Campaign overview ......................................................................................................................10
2. Transmission campaign and planned content .................................................................................. 11
2.1. Specific Objective ......................................................................................................................... 11
2.2. Target audience for campaign ....................................................................................................... 11
2.3. Marketing mix ...............................................................................................................................14
2.4. Communication tools ....................................................................................................................15
2.5. Content demo and distribution calendar .......................................................................................17
2.5.1. Post sample ................................................................................................................................17 4 lOMoAR cPSD| 47206071
2.5.2. TVC and POSM .........................................................................................................................24
2.5.3. Distribution calendar ..................................................................................................................25 3. Cost and Revenue. 26 CONCLUDE.. 28 REFERENCES. 29 5 lOMoAR cPSD| 47206071 List of Pictures
Picture 1: Logo Noi Project 8
Picture 2: Pantone 150 U và Pantone 114 U.. 8
Picture 3: Measure Objects size by adsmanager. 13
Picture 4: Customer persona of Primary group. 13
Picture 5: Customer Persona of Secondary group. 14
Picture 6: Overall marketing plan for Trao campaign. 16
Picture 7: Demo email for phrase 3. 17
Picture 8: Demo post runs Facebook ads for phase 1. 18
Picture 9: Demo post runs Facebook ads for phase 2. 19
Picture 10: Demo post runs Facebook ads for phase 3. 20
Picture 11: Demo press release on Kenh 14. 21
Picture 12: QR Code of Noi 21
Picture 13: TVC post on fanpage. 22
Picture 14: Standee of Trao fair. 22
Picture 15: Banner of Trao fair. 23 List of tables
Table 1: Specific Objective of Trao campaign. 10
Table 2: Target Audience. 10
Table 3: Marketing mix of Trao campaign. 13 6 lOMoAR cPSD| 47206071
Table 4: Communication tools use to this campaign. 14
Table 5: Content distribution schedule. 22
Table 6: Cost and revenue. 25 7 lOMoAR cPSD| 47206071 Introduction
In the context of increasing climate change and environmental degradation, the protection and
maintenance of natural resources becomes extremely important. We are aware of the negative impact
of the production and consumption of new goods on natural resources. The campaign helps reuse and
recycle products, reduce waste and save resources.
The Trao campaign benefits the environment and community, as well as promoting awareness of
sustainable consumption. We believe that fundraising through this fair will demonstrate the
consistency between supporting the environment and improving lives. 8 lOMoAR cPSD| 47206071
1. Overview about project
1.1. Introduce about Noi
Noi or Noi Project is a fundraising project implemented by Hoa Sen student group in 2023. Noi towards
the goal of raising people's awareness for the earth's ecosystem and through donation activities,
exchange - buy and sell to raise funds for non-profit organizations working for the community.
Slogan: Connect people - Connect us
Meaning: Connecting solidarity and compassion towards the goal of getting closer to each other and closer to nature.
Picture 1: Logo Noi Project
The logo is designed with the image of hands knitting together to show connection, solidarity and
compassion towards the goal of raising awareness about sustainable living.
The color is a combination of Pantone 150 U and Pantone 114 U
Picture 2: Pantone 150 U và Pantone 114 U
Orange represents the sun, energetic vitality, endurance, excitement, enthusiasm and dynamism of youth. 9 lOMoAR cPSD| 47206071
Yellow symbolizes eternal light, optimism, warmth, happiness, bright, positivity and luck. 1.1.2. Mission
Contribute to raising awareness of the importance of protecting the environment and provide specific
actions that each person can take to contribute to the common goal. 1.1.3. Vision
Be a source of inspiration and positive change for everyone to take action for a sustainable future.
Become a bridge between the community and non-profit organizations, implementing projects to
restore the ecosystem and maintain it for future generations. 1.1.4. Core value
Consciousness: Raising awareness and taking action for a sustainable future
Connections: Bringing individuals together into a productive and pervasive community.
Honesty: Transparency in collection, use and publicity at all times.
Responsibility: Always aiming for common goals rather than personal interests. 1.2. Campaign overview Campaign name: Trao
Big idea: Trao - New journey for old clothes
Key message: Wardrobe, journey from the corner of the room to environmental protection Description:
Realizing that fast fashion increases uncontrolled consumption causing waste and negative impact on
the environment. As well as the trend of sustainable fashion is being seen as a trend of the current
generation of young people. Noi wants to build a campaign called Trao with the idea of "Trao Fair" to
support and call for a change in people's awareness of secondhand fashion, items that they think they
do not use but are useless. same value to others. Through donation, exchange and sale activities, the
campaign will bring a balance between environmental protection and community support. 100% profit
from the campaign, Noi will donate to the project "Forest Garden" of JOY FOUNDATION.
The campaign will run for 3 months. Starting from July 20, 2023 to September 20, 2023. Activities in this campaign include: 10 lOMoAR cPSD| 47206071
· Apply for permission from JOY FOUNDATION, HSU and related parties about copyright of
logo, location, equipment and tools to support the campaign
· Call for support, donate and receive used items or accessories with up to 70% value through social networks and email
· Shopping for secondhand products at the fair starts from September 17 to September 20 at a reasonable cost
· Join the game to receive gifts when buying or donating with bills over 100,000 and get a
mini stone lotus pot with bills over 150,000
· Summarize the campaign and donate 100% of profits to JOY FOUNDATION's "Forest Garden" project ·
Give thanks and thanks via email to donors, supporters and attendees
2. Transmission campaign and planned content
2.1. Specific Objective
Table 1: Specific Objective of Trao campaign Communication
-Create awareness and interest for the campaign among the target Objective audience.
-Improve recognition and increase Facebook page followers by 25%. -The rate of attracting interactions and visits
reaches5% compared to the size of the target customer audience. Campaign Objective
-Generate profits to donate to Joy Foundation.
-Conversion rate reaches 50% compared to reach.
2.2. Target audience for campaign
Table 2: Target Audience
Area: Ho Chi Minh city, Viet Nam Primary group Age From 18 to 24 years old , 11 lOMoAR cPSD| 47206071
Gender: Male and female Income EFD Marital status Single Concerns: Sustainable fashion, environmental Occupation Students at universities protection, reasonable Internship or fresher shopping, clothing prices and quality, demand Characteristics for secondhand clothes Dynamic, creative, tech-savvy
adventurous, emotional inclination and willing to change.
Focus on convenience and fast. Hobbies Regularly use social media fo
entertainment, study and connec with friends. Tend to be interested i secondhand. Enjoy shopping, snacking an
checking in to "trending" place with friends. Size 276.000 - 325.3000 people Secondary group Age From 25 to 34 years old Income ABC Marital status
Single or married with children Occupation Lecturers, housewife or office workers
Characteristics Enjoy a healthy lifestyle, highly
sense of environment, tech-savvy and rational inclination. Focus on convenience, effectiveness and thrift. r t 12 lOMoAR cPSD| 47206071 n d s 13 lOMoAR cPSD| 47206071 Hobbies Use social networks for work,
entertainment and connect with friends. Travel, read books, shopping,
sports, participating in charity
activities and using items that do not have an impact on the environment. Size 236.500 - 278.200 people
Picture 3: Measure Objects size by adsmanager
Picture 4: Customer persona of Primary group
Picture 5: Customer Persona of Secondary group 2.3. Marketing mix
Table 3: Marketing mix of Trao campaign 14 lOMoAR cPSD| 47206071 Place
Trao Fair - Main lobby of Hoa Sen university - No.8 Nguyen Van Trang,
Ben Thanh Ward, District 1, HCMC Product Secondhand All used but still
Clothing items with various brands clothes worth using up to
and designs such as T-shirts, shirts, 70% to be reused jackets, skirts, pants... Second hand Handbags, wallets, hats, accessories straps, sunglasses,... Price Clothes
Price of a product from 35.000 to 50.000 (VND) Accessories
Price of a product from 20.000 to 35.000 (VND) Paper bags 2.000 (VND) Promotion Public
Buy or donate with a total bill from 90,000 to join the
game. If the player wins, they will receive a gift from the organizer
Buy or donate with a total bill of 120,000 and you will
receive a free succulent plant Internal
10-20% off products from 5pm - 6pm on the third day of the fair (September 27)
20%-30% off products from 5pm - 6pm on the last day of the fair (September 28)
2.4. Communication tools
Table 4: Communication tools use to this campaign Tools Describe 15 lOMoAR cPSD| 47206071 Social media:
The social network Facebook helps the campaign develop content and Facebook
attract target customers. Format:picture, video with content Content marketing Advertising:
Facebook Ads allow Noi to reach specific target audiences based on Facebook ads
age, interests, geographic location and many other criteria. With high
fine-tuning capabilities, using this communication channel can ensure
that fanpage content reaches people who are truly interested, optimize
advertising budget and increase conversion performance. Email marketing
Use email marketing to reach and increase interaction with potential
customers, thereby building good relationships with customers. This
is a tool that helps campaigns maximize costs but also achieve high
efficiency in advertising and implementing plans. PR - Kenh 14
Kenh 14 is one of the reputable online news sites and is loved by
many young people in Vietnam. In this campaign, Noi used Channel
14 for the purpose of attracting media attention, enhancing its
prestige, image and positive benefits when participating in the "Trao
Fair". In addition, announce the official time and location of the event.
Format: A 300-word PR article was published on channel 14
newspaper. Using images of lecturers and students when
participating in the fair to create attractiveness. Attach QR code to register to participate. 16 lOMoAR cPSD| 47206071
Picture 6: Overall marketing plan for Trao campaign
2.5. Content demo and distribution calendar 2.5.1. Post sample ·
Email marketing invitation to attend the fair 17 lOMoAR cPSD| 47206071
Picture 7: Demo email for phrase 3 18 lOMoAR cPSD| 47206071 ·
Demo content runs Facebook ads for phase 1 19 lOMoAR cPSD| 47206071 ·
Picture 8: Demo post runs Facebook ads for phase 1
Demo content runs Facebook ads for phase 2
Picture 9: Demo post runs Facebook ads for phase 2 20