Group assignment IMC plan of fulbright university viet nam

Pick me girl Group Assignment IMC Plan of Fulbright University Viet Nam Lecturer: Dư Tiểu Dương Group: Pick me girl Nguyễn Thị Cẩm Yến Nguyễn Thị Thu Hồng Đoàn Quốc Nhật Chung Anh Hào IMC Plan of Fulbright University Viet Nam Pick me girl Table of Contents Executive Summary General Introduction Situation Analysis Market Analysis Market Environment (PEST Analysis) Consumer Analysis Competitor Analysis SWOT Analysis Strengths Weaknesses Opportunities Integrated Marketing Communications Plan Marketing Strategies Target Audience 10 Overall Communication Objectives 11 Overall Creative Strategy 13 Media Strategies 14 Creative Executions 17 Activity Schedule 19 Proposed Budget 20 Cost of digital content production 20 Digital advertising costs 21 Cost of inviting KOLs 21 “Speak yourslef” Fund 21 Expectations and key results after IMC plan execution 22 Exhibits 22 Reference 28 IMC Plan of Fulbright University Viet Nam Pick me girl Executive Summary Right before Vietnam and the US normalized relations in 1995, since 1994 with the cooperation between the University of Economics Ho Chi Minh City and Harvard Kennedy School (Havard University) Fulbright Economics Teaching Program (FETP, now the Fulbright School of Public Policy and Management) of the Vietnam Program at Harvard University After 20 years of existence, Fulbright School was upgraded to Fulbright University, which was seen as a testament to the extensive development of the Vietnam-US relationship For the first time, the concept of Fulbright University Vietnam was mentioned in the Joint Statement of Vietnamese President Truong Tan Sang and US President Barack Obama on July 25, 2013 In June 2014, the established policy of Fulbright University Vietnam was approved by the Government of Vietnam In July 2015, during the visit of General Secretary Nguyen Phu Trong to the US, Fulbright University received an investment certificate from Ho Chi Minh City to be built on 15 hectares of land in the high-tech park of Ho Chi Minh City On May 16, 2016, the school establishment license was officially signed General Introduction Right before Vietnam and the US normalized relations in 1995, since 1994 with the cooperation between the University of Economics Ho Chi Minh City and Harvard Kennedy School (Havard University) Fulbright Economics Teaching Program (FETP, now the Fulbright School of Public Policy and Management) of the Vietnam Program at Harvard University After 20 years of existence, Fulbright School was upgraded to Fulbright University, which was seen as a testament to the extensive development of the Vietnam-US relationship For the first time, the concept of Fulbright University Vietnam was mentioned in the Joint Statement of Vietnamese President Truong Tan Sang and US President Barack Obama on July 25, 2013 In June 2014, the established policy of Fulbright University Vietnam was approved by the Government of Vietnam In July 2015, during the visit of General Secretary Nguyen Phu Trong to the US, Fulbright University received an investment certificate from Ho Chi Minh City to be built on 15 hectares of land in the high-tech park of Ho Chi Minh City On May 16, 2016, the school establishment license was officially signed Situation Analysis Market Analysis The private education market for Vietnamese students has a compound growth rate of 11% in 2016-2020 and is forecasted to continue to multiply in the coming period Notably, in 2020, the private education market in Ho Chi Minh City is estimated to reach about VND 15,200 billion (Thảo Anh, 2021) As an independent university with 100% foreign investment under the sponsorship of the US Government and operating not for profit, Fulbright University aims at liberal arts IMC Plan of Fulbright University Viet Nam Pick me girl education, Fulbright's potential customer market is quite diverse, with a mixed structure of ethnicities, professions, socio-economic backgrounds, and genders The FUV goal is to become the first choice of students in Vietnam On the other hand, if students have the ability, but their family circumstances not allow them to study at FUV, they can still attend Fulbright with the wall's financial aid program Carrying out the mission of "Redefining the University" Fulbright does not specialize in training in one field but orients education under the multidisciplinary lens of the liberal education model This model is suitable for students who are unsure which field they are interested in and want to spend time at university discovering themselves, building a comprehensive knowledge base in many fields, and practicing their skills to self-study Otherwise, those who already know what they are interested in studying can also learn about that field under a multidisciplinary lens in projects Market Environment (PEST Analysis) Political With the current political stability as well as the backing of both the Vietnamese and US governments, Fulbright will have no problems in policy and legal issues Economics • The domestic private education market has a compound growth rate of 11% in 2016-2020 and is forecasted to continue to grow rapidly in the coming period • Fulbright University Vietnam is an independent university with 100% foreign investment under the sponsorship of the US Government, operating not for profit • The total investment of Fulbright University is expected to be about 70 million USD (Thanh Tuấn, 2015) In the first phase, the school's operating budget was mainly based on US$ 17 million in aid's US government Social • The institutional novelty and the liberal education model itself in Asia is also an obstacle related to sustainability However, within Asia, liberal arts institutions are increasing dramatically, leading to inter-regional cooperation • Unlike the West, we Asians are still obsessed with graduate employability and the constant discussion about the practicality of degrees (Fulbright, 2019) Technological • Fulbright University was built on an area of 15 hectares in Saigon Hi-Tech Park with a system of modern imported equipment (Fulbright, 2018) • Educational technology places a great deal of emphasis on investing in Vietnamese teaching staff and curricula During the first 15 years, these two school centers have received support and transfer of experience from Harvard University with the most rigorous academic standards From this foundation, FSPPM is IMC Plan of Fulbright University Viet Nam Pick me girl constantly innovating, developing curricula, thereby gaining international accreditation, standing among the top public policy schools in the region Consumer Analysis • Fulbright University's customers are Asian families with innovative, nontraditional thinking characteristics FUV does not require a high income because there is a financial support policy • Fulbright University students aged 16-28 are often unsure what field they are interested in and want to spend their time in college discovering themselves to build a foundation of knowledge For example, comprehensive expertise in many fields, practice skills to self-study and change jobs in the future, or students already know which field they like to study and want to learn about that field under a multidisciplinary lens according to their needs form of projects In addition, students who have finished their undergraduate programs and want to experience the international environment can still study Fulbright under the graduate system Competitor Analysis In Vietnam, only two universities, Fulbright University and Vietnam Japan University (VJU) under the Vietnam National University, Hanoi, have declared to uphold the liberal spirit and apply the model liberal higher education It can be seen that the competition of this model in the Vietnam market and Asia is not high However, it seems that the future of the liberal arts higher education model has not been clearly defined, and there are still many difficulties in its implementation and facing the overwhelming competition of the traditional education model SWOT Analysis Strengths • Be one of the few universities in Vietnam that teaches liberal arts, providing knowledge and life skills to help students prepare for the future • There are many financial support policies for many students with different conditions Weaknesses • Tuition fees are pretty high compared to other universities in Vietnam Meanwhile, the living standards and economic conditions in Vietnam are not so outstanding Therefore, tuition fees will be one of the problematic conditions hindering the opportunity for many students who want to access education from Fulbright • The educational method is still strange, and the brand awareness of Fulbright is still not high in the Vietnamese education market Opportunities • • More and more people are interested in liberal arts education Many people like to study in an international environment in Vietnam IMC Plan of Fulbright University Viet Nam Pick me girl • Liberal education environment is being widely developed in Asia, creating many conditions for Fulbright to develop and have opportunities for cooperation between countries Threats • Liberal education has not been popularized in Vietnam, so Fulbright will face many difficulties implementing and developing this model • Distinct individualism • The cost of hiring teachers in Vietnam is expensive, and professional, highly qualified teachers are scarce • There are some competitors that also have a student-friendly international education environment and apply liberal arts Integrated Marketing Communications Plan Marketing Objectives For Fulbright VN to successfully compete in the higher education industry, we need to strengthen our marketing communications to demonstrate our competitive advantages, build and nurture credibility among our customers, and simultaneously increase interaction and communication between the target audience and the brand Unlike the existing marketing communications plan, this IMC plan proposes various methods to enhance communication This plan follows the Information Processing Model to address the problems Fulbright is currently facing The big picture for this IMC plan is to penetrate the Vietnamese market and position the brand and promote the brand in the higher education industry in Vietnam To this end, our goals must focus on gaining a larger market share and increasing consumer loyalty among potential and current Fulbright customers The main objective that must be achieved to accomplish these goals is to establish a brand image for the students and the reputation of Fulbright The perceived primacy of the Fulbright brand in liberal arts is a competitive advantage that can be leveraged through market penetration efforts IMC Plan of Fulbright University Viet Nam Pick me girl (Those who know and not know about Fulbright University are not yet high) First, we want to focus on increasing Fulbright's brand recognition in the hearts of customers We also surveyed 150 people aged 16-28, and we found that the number of people who did not know and who knew about the Fulbright brand did not differ significantly (45.3% unknown and 54.7% known) We believe that the IMC program will help the brand promote its image, attract customers and become an impressive mark for customers In addition, in Vietnam, according to statistics from the Ministry of Health in 2017, 15% of the population has problems with anxiety disorders, depression, and stress disorders, corresponding to over 10 million people (Nghi Nghi, 2021) We find that most people in the Millennial group are going through periods of psychological crisis for three reasons: pressure from parents (21.3%), pressure from social networks (17.3%), and pressure from uncertainty and instability (91.3%) Based on the survey, we can see that most people feel insecure and worried about the future When social networks develop and every article, online society promotes wealth, material things, luxury goods, and luxurious life Logically, young people will become stressed because they have to run in the race with the pace of life to earn money, stabilize a career, have a happy, prosperous life that the modern generation of people is trying to achieve Through this IMC plan, Fulbright hopes to contribute to helping people who are suffering from anxiety disorders, helping them overcome their psychological struggles to reintegrate into the community At the same time, Fulbright realizes that most universities in Vietnam not have liberal arts programs or student psychology departments, which will be an excellent opportunity for Fulbright to implement recruitment plans, engage students Hence, Fulbright can develop a psychological support room, spreading a new educational approach to all schools so that schools can review and include student psychological problem activities in their plan of support With the criteria and desire to create an open and friendly environment, the IMC Plan called "Speak Yourself" will help the Millennial group become more potent because they dare to speak up to share stories and fight for their own emotions IMC Plan of Fulbright University Viet Nam Pick me girl (Results of a survey to find out the causes of anxiety in 16-28 year olds) Marketing Strategies This IMC plan targets demographic segmentation, psychographic segmentation, and geography in Hanoi and Ho Chi Minh City Demographic Segmentation: Demographics are an essential factor contributing to strategic analysis and helping campaigns receive well to the right audiences As a university with an international educational environment, the target audience that Fulbright targets are young people studying in high school and wishing to choose a suitable environment In addition, parents also play a massive role in influencing their children's decisions Therefore, parents are also one of the target audiences that Fulbright's IMC campaign cannot ignore Besides, for private schools, tuition fees are also a massive problem for most households in Vietnam According to information from Fulbright University, the academic level in 2021-2022 is at a high level compared to the general level, about 450-550 million VND a year Therefore, the campaign must consider more carefully the target students to be practical and satisfy the original goal of the campaign Psychographic Segmentation: An international learning environment is always the dream of many young people Moreover, at the time of globalization, the need to experience, develop, and interact with foreign cultural environments is always concerned Therefore, it is a vital segmentation that we cannot ignore The first thing to mention is the foreign language Nowadays, English is a popular language and a soft skill that everyone should have However, it is a pity that Vietnam still does not have an environment to support students to practice English regularly and confidently Besides, English textbooks in Vietnam mainly focus on theory and grammar but forget about listening and speaking skills Therefore, the international university environment will be IMC Plan of Fulbright University Viet Nam Pick me girl desirable to practice the skills and improve the language that all students desire In addition, in the Vietnamese educational environment, although students are very eager to share stories and answer psychological problems in life, liberal education programs are still not widespread Therefore, school-age psychophysiological issues and the pressures from life leading to psychological diseases have not been given much attention and importance (Most students want to experience liberal education methods) Geography Segmentation: Fulbright's IMC campaign needs to pay attention to Geography Segmentation to segment the audience in line with the long-term goals of the business Specifically, the IMC plan only focuses on leading development in the two largest cities of Vietnam, including Ho Chi Minh City and Hanoi Capital At the same time, these two cities are also home to a developed economy, a large population, and a large concentration of students Fulbright VN wants to focus on developing liberal arts education to help young people in this generation reduce anxiety and become leaders This plan will reach segmentation targets through social media, direct marketing, advocacy marketing According to the Information Processing Model, the goal is divided into stages and implemented as follows: Present: Released TVC to understand how the psychological problems of anxiety disorders in Millennials have dangerous manifestations and are silently affecting people's lives and health At the same time, bring positive solutions to psychological problems at Fulbright University and combine the development of the "Speak Yourself" campaign to spread Attention: Launching CSR Campaign on Facebook Share your worry story with the hashtag #Speakyourself and mention the official fan page of Fulbright University IMC Plan of Fulbright University Viet Nam Pick me girl Vietnam With each post, you have donated 5k to the fund to support the development of psychological health support rooms at high schools Comprehension: Invite Ph.D in psychology to organize future career orientation sessions live stream on platforms such as Facebook and Youtube Yielding: Open online Open-day activities for young people and parents interested in liberal arts education at Fulbright University Retention: Start Challenge Week on TikTok with the hashtag #Speakyourself #FulbrightVN With each set of hashtags, you will contribute 5k to the fund to support the development of psychological health support rooms at high schools Retention: Start Challenge Week on tiktok with the hashtag #Speakyourself #FulbrightVN With each set of hashtags, you will contribute 5k to the fund to support the development of psychological health support rooms at high schools Behavior: Bringing news coverage of the campaign to influence the behavior of the target audience profoundly Position the IMC plan with the slogan "Speak yourself '' with the hope that young millennials can have more courage to share stories, to be heard and empathize not only with interested audiences but also with their family and friends That is also an issue that Fulbright University cares about and focuses on developing Through this plan, Fulbright wishes to raise awareness about psychology and liberal arts education in Vietnam, and at the same time, promote a new educational method This is the school's P.O.D, promoting the Fulbright brand image in the higher education market in Vietnam (Those who have psychological problems often not share) Target Audience The IMC campaign's target audience is those at the end of the millennial generation, aged between 16-28 years old This group includes people about to enter the university, people studying at university but feeling disoriented, lack of motivation to learn, and people that completed a university program but desire to receive a liberal arts education and be trained to cope with the challenges in life throughout postgraduate IMC Plan of Fulbright University Viet Nam Pick me girl • TVC release channel: Youtube and Facebook Youtube: will be officially released on Fulbright's main Youtube channel The target audience (parents, students) who wish to learn about the university and find information for the appropriate majors can refer to and understand more about the activities, facilities, and utilities to support and serve students Besides, this TVC will make a big difference and impression on target customers because the message conveyed by TVC brings a new direction and goal to help solve student psychological problems Currently, in Vietnam, most universities still not have school psychology departments The life pressure, work, and study problems are still quite complicated that students have to face As a result, Fulbright was able to build strong impressions of an ideal learning environment: excellent academic quality coupled with a deep concern for students' mental health on the part of the university • We will proceed to pay to advertise TVC on the Youtube platform The methods used are In-stream select and standard • Sponsor TVC on Facebook in the form of video ads and Facebook lead ads Marketing Campaign (CSR) After launching the TVC campaign to spread across the media, we will enter a second phase First of all, the goal of TVC is to spread the activities of Fulbright's IMC plan, communicate about upcoming CSR activities At the same time, to communicate the campaign to introduce liberal arts education and deep interest in school psychology, we also want to combine the introduction of Fulbright University to the target audience all over the world Vietnam (mainly focusing on Hanoi and Ho Chi Minh City) The period after TVC is also extremely important, marking the impressions and memories in the audience's hearts The type applied at this stage is marketing communication, running marketing campaigns With the desire to contribute to the fund to support the development of psychological health support rooms in high schools, we developed and launched a campaign called Speak Yourself The movement is not limited to participants They just need to share a story on social networks (Facebook, TikTok) related to mental illnesses, their own worries or tell about how they and those around them overcome Through signs of mental illness and attaching hashtags #Speakyourself and #Fulbright, participants can contribute 5K to the fund This campaign has contributed dramatically to helping Fulbright become more known and has a profound meaning: assisting high schools in setting up psychology departments to support their student problems in the learning environment We find that, in addition to Millennials, the GenZ generation also has many pressure problems Although this is a CSR activity, commercial goals are still of great interest Fulbright University operates with the criteria of putting the interests and satisfaction of students first Fulbright cares not only about the quality of learning but also about the mental health of its students We not only want to solve the IMC Plan of Fulbright University Viet Nam Pick me girl health problems of Millennial students studying at Fulbright, but we also hope that through this campaign, we can attract more students and parents who are interested and choose Fulbright as an ideal learning environment as well The Foundation for Liberal Education in High School is one of Fulbright's ways to advertise images and increase brand awareness As a result, students who not know Fulbright can also have more opportunities to refer to the school, or those who know Fulbright can have more interest and hope in the educational environment at Fulbright (A lot of students at many schools only rate the learning environment as average and good, the number of students who give absolute marks is still low) a Direct Marketing • Organize a webinar "Speak yourself" to invite psychologist Dr Nguyen Hoang Khac Hieu on Facebook and Youtube platforms • Organize online open days to increase the liberal arts experience for those interested in this education b News Buy 40s news reportage on VTV1 and HTV9 We believe that this action can help Fulbright be recognized and appreciated for its prestige, professionalism and excellence IMC Plan of Fulbright University Viet Nam Pick me girl Creative Executions Poster campaign IMC Plan of Fulbright University Viet Nam Pick me girl Story board IMC Plan of Fulbright University Viet Nam Pick me girl Activity Schedule Stage Time Detail Explain Stage (Present) 5/9 - 8/9 Run TVC on Facebook, Youtube and TikTok Demo attracts people to Series Promoted Video Phase (Attention) 9/9 10/10 Launch campaign “Speak yourself” on Facebook Collaborate with Influencers Phase 30/9 (Comprehension) 7/10 Create attention Increase people's awareness Organize webinar “Speak yourself” on facebook and youtube flatform Create attention Increase people's awareness Phase (Yielding) 8/10 15/10 Organize Open day Online on Zoom platform Increase people's awareness and experience Phase (Re - attention) 16/10 23/10 Start Challenge week “Speak yourself” on Tiktok Create attention Collaborate with Influencers IMC Plan of Fulbright University Viet Nam Increase people's awareness Pick me girl Stage (Behavior) 27/10 28/10 Current news on channels VTV1 and HTV9 Create attention Enhancing confidence Proposed Budget Total Cost Number Gategory Cost of digital content production Price 137,360,000 Digital advertising costs Cost of inviting KOLs “Speak yourslef” Fund Total 2,098,800,000 36,300,000 2,000,000,000 4,272,460,000 Cost of digital content production STT Type Form Unit Single post, content web post Post Set of keyword Session A 60s piece of music Clip Social Media (Content Creation) Keyword Research Seeding Group Video viral Webinar Keyword running campaign Pack of post interaction Content video Online event Beat Music Tiktok content Short clip content Unit Price (VNĐ) 500,000 5,000,000 Quantity Total Amount (VNĐ) 15 7,500,000 5,000,000 Post 3,000,000 9,000,000 Video 100,000,000 100,000,000 2,000,000 10,000,000 2,000,000 2,000,000 500,000 2,500,000 VAT (10%) Total 1,360,000 IMC Plan of Fulbright University Viet Nam 137,360,000 Pick me girl Digital advertising costs Deployment channel Ad Type Form Unit Price Facebook Promoted CPV Video Sponsor CPM content Video views Post impression s Video views 8,100 Interaction s with hashtag 40s Report 1,700,000,00 1,700,000,00 20,000,000 40,000,000 VAT (10%) 190,800,000 Total 2,098,800,00 Facebook Youtube/Tikto k Tiktok VTV1/HTV9 Youtube ads/ Tiktok ads Challeng e week CPV Trọn gói Report  Quantity 100,000 7,000 Total Amount (VNĐ) 81,000,000 1,000 7,000,000 8,000 100,000 80,000,000 Cost of inviting KOLs STT KOL’s name Content Nguyễn Hoàng Speaker Khắc Hiếu Quang Đăng Dance choreography Unit Session Package deal Unit Price (VNĐ) 5,000,000 Quantity Unit Price (VNĐ) 25,000,000 8,000,000 8,000,000 VAT (10%) Total 3,300,000 Record Tiktok clip 36,300,000 “Speak yourslef” Fund The budget for the "Speak yourself" fund for the opening of psychological counseling offices at high schools in Ho Chi Minh City and Hanoi is 2,000,000,000 VND IMC Plan of Fulbright University Viet Nam Pick me girl Expectations and key results after IMC plan execution • • • • • • The campaign reaches over million people TVC views on Youtube are over 500,000 views TVC views on Facebook over million views Rating Point on news reports reached 8-9 point Campaign participation reached billion donations Enrollment rates are up 80% from last year Exhibits IMC Plan of Fulbright University Viet Nam Pick me girl IMC Plan of Fulbright University Viet Nam Pick me girl IMC Plan of Fulbright University Viet Nam Pick me girl IMC Plan of Fulbright University Viet Nam ... Exhibits IMC Plan of Fulbright University Viet Nam Pick me girl IMC Plan of Fulbright University Viet Nam Pick me girl IMC Plan of Fulbright University Viet Nam Pick me girl IMC Plan of Fulbright University. .. mention the official fan page of Fulbright University IMC Plan of Fulbright University Viet Nam Pick me girl Vietnam With each post, you have donated 5k to the fund to support the development of psychological... help Fulbright be recognized and appreciated for its prestige, professionalism and excellence IMC Plan of Fulbright University Viet Nam Pick me girl Creative Executions Poster campaign IMC Plan of