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Assignment 1: Group Creative Brief & Content Calendar Course name: Digital Content Creation Course code: COMM2789 Location of campus: SGS Sai Gon Team group Lecture Dr Nguyen Thi Tham TEAM MEMBER Team Leader + Managing Editor Bui Kim Long S3749132 Brand Avocate Pham Ngoc Khanh Linh S3751326 Customer Advocate Cao Xuan Huy S3754860 Creative Lead Nguyen Thanh An S3749459 Analytics Expert Tran Thi Ngoc Thanh S3618908 I CREATIVE BRIEF Company Background PJ’s Coffee of New Orleans is a coffee shop retailer chain, founded by Phylis Jordan in 1978 The chain serves a big selection of iced, hot, f rozen coffee beverages The brand offers beverages from the Arabica Beans from the top 1% speciality locations including Honduras, Ethiopia and so on (PJ’s Coffee, 2020) TRG International has brought PJ’s Coffee to the Vietnam market in 2016 through a franchising contract Up until 2019, it has three stores in Vietnam since its opening (PJ’s Coffee Vietnam, 2020) Industry Background In 2019, coffee shops and bars have had a 3% growth, especially speciality coffee shops such as PJ’s Coffee itself has seen a 7% growth (Euromonitor, 2020) With the rising disposable income and urbanization, the market for coffee chains has grown rapidly with the contribution from both domestic and international brands (Chi Mai, 2017) The main target customer is young urban consumers (Euromonitor, 2020) By understanding the consumer psychology of the younger targeted consumers, big coffee chains are more successful due to better marketing activities and better prices (Euromonitor, 2020) Consumers are also paying attention to environmental aspects; therefore, brands need to switch to using environmental-friendly materials and so on (Euromonitor, 2020) SWOT Due to the reputation of TRG International, PJ’s Coffee has had a strong backing strength The brand entered Vietnam later than chains such as The Coffee Bean & Tea Leaf and Starbucks as well as having a rather low brand recognition The threat is the rising competition between the local and international brands who are in the market Despite this, the potential for growth in the Vietnam market is still strong (Chi Mai, 2017) Targeting The younger Vietnamese generations who live in the city are usually more prone to quality products and are more brand conscious (Euromonitor, 2018) The targeted consumer profile that PJ’s Coffee is focusing on is the office workers in the age range f rom 20-45 These consumers are educated and have a middle-high income that is willing to pay more than dollars for a specialty coffee drink On another perspective, PJ’s coffee is deliberately made for those who have appreciation for the real difference in the taste of different sources of coffee beans and different ways to brew a cup Based on former opened store locations of PJ’s coffee in Vietnam that is scattered near the shopping mall (Vincom store) and busy residential areas (Sala store), the majority customers profile is the young generation that is into shopping and have a dynamic lifestyle Furthermore, as Vietnam has approximately 58 million people who have access to mobile devices and social websites, 80% of this demographic are aged from 18-44, creating a big opportunity for PJ’s Coffee to promote their products (Global Digital, 2019) Content Vision PJ’s coffee claimed that they always cared about their customer experience (Xuan 2019) PJ’s coffee wants to reflect their signature to the customers: the hospitality, the craftsmanship and neighbourliness But our resource is limited and to maximize the effectiveness of the campaign, we decide to concentrate to the thing that can make PJ’s different with other competitors: the way of how PJ’s connect people together Xuan 2019 said that they try to create an in-store atmosphere that brings you closer to people you love as well as enjoy a peaceful moment of your life However, we want to take this statement into the whole new level: you can share your love to people who you care not only in-store but they can it out of the store with PJ In addition, people come to PJ’s coffee only to enjoy the good coffee but also they come to connect with other people Target Segmentation Geographics Country City Population City Density Demographics Age Gender Job Income (Annually) Behavioural Generation Benefits sought Rate of use Status of user Readines s Stages of buyer Ps ychographic Target Segment: •The coffee connoiss eur who truly appreciate the aroma and flavour of good coffee •Busy workers lack time to reconnect with friends and the beloved ones after Covid-19 Vietnam Ho Chi Minh City 8,993 Million Dense: 4.097 individuals per square kilometre (World Population Review, n.d) 20-45 Male, Female Workers, Students Middle to High income Generation X, millennials, Generation Z •Fresh and high-quality coffee •Different and unique coffee taste •Modern and cosy atmosphere for work, friend meetings •Good and fast customer services •Daily •Often •Sometimes •Regular •Potential •First-time purchase •Awareness •Knowledge •Preference •Purchase Lifestyle •Willing to spend on better quality drinks •Active and dynamic lifestyle •Busy with studies and work projects •Lack of leisure time spent alone to relax or with friends •Trendy Personality •Coffeeholic •Creative •Active and outgoing •Alone and want to connect with other people •Middle to upper clas s Social Class BIG IDEA Big Idea: Make PJ’s coffee chain becomes a bridge to connecting people together Tagline: PJ thay lời bạn muốn nói gửi đến người bạn yêu thương PJ help you deliver what you want to say to someone you loved PJ’s coffee, nơi kết nối người PJ’s coffee, a place to connect people Đến PJ’s mùa lễ tết, thêm gắn kết Come to PJ’s in Tet, more connect Evidence to provide this is a good idea: The effect of Covid-19 is impacted significantly to society According to Kevin 2020, the social-distancing creates the loss of sense of community which cause many consequences for people People become more distant with each other and PJ’s will bring them together From people who want to transfer what they can’t tell the one they loved or people who just want to share with each other; PJ’s will help them all The event settles at the time couldn’t be better: The Christmas and New Year Eve and the Lunar New Year event Those events have the same characteristic that brings people closer and PJ’s will exploit that opportunity Brand Voice: Warmly Caring Deliverables: Types of content: Content as window Content as community Channel: SEO: Google, Bing, Content Marketing Social Media Marketing Platforms: multichannel: Social Media: Facebook, Youtube, Instagram, Delivery Apps: Nows, Beamin, Grab, KOLs Mandatories: To create the consistency between the content of PJ’s campaign, the logo, phone number and their store address and tagline must exist in all contents Message/ Call to Action: PJ: Place to connect, Join now OBJECTIVES OBJECTIVES The campaign objective is to set PJ’s Coffee as an unique coffee brand with authentic coffee beans and a place to bring people closer together To boost brand awareness of 70% of the target audience about PJ’s positioning from December 2020 to February 2021 The reason for this objective is PJ’s coffee has been arriving in the Vietnam coffee market for years since 2016, but they failed at promoting the brand to the target consumer KPI Raise customer’s engagement with the company’s social media activities by 25% per month Grow 20% of Fanpage likes and follows on PJ’s Coffee Vietnam Facebook every month Obtain 30% of followers on PJ’s Coffee Instagram every week METRICS Post interactions Views on each video Profile visits Paid search and Organic search Click through rate Bounce rate Traffic sources Facebook Metrics Target 30-50 likes, 20-40 shares for weekly contents Brand advertising videos reach at least 5000 views and over 400 likes Normal videos have at least 300-350 views and 40 likes Increase Fanpage likes from 4702 to 5500 likes after running the campaign for the first month Engagement rate is above 1% (Aamplify 2020) CTR is from 2-5% per post (Albright, D 2020) Conversion rate above 5.6% is good enough for a coffee shop running a campaign (Bond, C 2020) Virality rate is about 2.5% (Protalinski, E 2012) Instagram Metrics Annual posts get over 30 likes each Having more than 10 check-in activities per week Brand hashtag increases 10% per month Followers increase from 192 to 250 after running campaign a week Have 500 profile visit after days Engagement rate stays between 1% to 3% (FYI 2019) Youtube Metrics Reach 500-600 views per video Have at least 200 subscribers after a week running campaign Website Number of visitors is above 30 per month Bounce rate is between 26% to 40% (Schneider, D 2020) II Editorial Content Calendar KEY: News Image and Text Video Story 1st December 2020 Tips and Trick Blog Post Event announcement Product announcement User - Generated Content Other TUESDAY (1/12) WEDNESDAY (2/1 2) Seasonal Product Launching: "Hot chocolate" SUNDAY (6/12 ) MONDAY (7/12) User - Generated Content: G uess the KOLs SUNDAY (13/1 2) MONDAY (14/12 ) User - Generated Content: a graphic which is releash result first KOL SUNDAY (20/1 2) SUNDAY (27/1 2) TUESDAY (15/1 2) WEDNESDAY (16/ 12) TUESDAY (22/1 2) WEDNESDAY (23/ 12) TUESDAY (29/1 2) Blog Post: a couple that have conneted by using PJ's product SATURDAY (5/12) THURSDAY (10/12 ) KOL's Gr aphic Design FRIDAY (11/12) SATURDAY (12/12) Product Promote: Collab with digital diliver y such E vent Announcement: post a mini game related to as Grab, Now, Foody Chrirstmas FRIDAY (18/12) Event Announcement: post result and people who are winning mini event SATURDAY (19/12 ) User - Generated Content: Create a poll if they ar e "Excited " or "Super Excited" for t he coming up event Event Announcement: post a graphic about topic V ideo Story: Trailer for the Xmas even Days left to the main event FRIDAY (25/12) THURSDAY (24/ 12) Event Announcement: When a sigle customer c oming to PJ and order a "Hot Chocolate" it mean they want a par tner to sharing their feeling as well a s their thinking so PJ will random match News: Picture of Tr an Thanh, Hariwon, Binz, Ninh c ustomers who are order "Hot Chocolate" with Duong Lan Ngoc are joined PJ's offline event e ach other and after t hat they can get to know e ach other At the end of the event , customers w ho a re become a couple will take a photo then after that they will recive a coupon for the next date SATURDAY (26/12) I mage and Text: post a picture and a status with all of the KOLs has joinning offline event THURSDAY ( 31/12) WEDNESDAY (30/ 12) Video Story: video re-cap event FRIDAY (4/12) News: PJ has new event as well as new product B log Post: a blog that talk about the traditional d rink in Chr istmas eve in other count ries (Kenh14, Zing) THURSDAY (17/1 2) KOL Collabration: Tran Thanh and Hariwon post a News: Tran Thanh and Har iwon is joining PJ's Tips and Trick: how to make a perfect coffee with status talk about "the INGREDIENT and the offline Event (Hóng H ớt Showbiz, Tran Thanh and PJ's coffee bean FLAVOUR" Also have a picture they are enjoy PJ Hariwon fanpage, Kenh14, Zing.vn) as well as introduce the PJ's Christmas event MONDAY (28/12 ) User - Generated Content: Sharing customer's post and photo about the event KOL Collabration: Binz post a status talk about "the INGREDIENT and the FLAVOUR" Also News: Binz is joining PJ's offline Event (Hóng Hớt have a picture he is enjoy PJ as well as introduce Showbiz, Binz fanpage, Kenh14, Zing vn) the PJ's Christmas event KOL Collabration: Ninh Duong Lan Ngoc post a News: Ninh Duong Lan Ngoc is joining PJ's offline status talk about "the INGREDIENT and the Tips and Trick: get to know the PJ's coffee bean Event (Hóng Hớt Showbiz, Ninh Duong Lan Ngoc FLAVOUR" Also have a picture she is enjoy PJ as quality fanpage, Kenh14, Zing.vn) well as introduce the PJ's Christmas event MONDAY (21/12 ) User - Generated Content: a graphic which is releash result second KOL WEDNESDAY (9/12) TUESDAY (8/12) Tips and Trick: how to identify a good coffee bean? THURSDAY (3/12 ) New Event Lauching: Take a photo in PJ and upload on social media after that can have a 10% discount for the new product Image and Text: A cup of Hot Caramel creme for these last days of the year Inforgaphic: Count down for New Year 2021 KEY: News Image and Text Video Story Tips and Trick 1st January 2021 Blog Post Event announcement Product announcement User - Generated Content Other SUNDAY (3/1) SATURDAY (2/1) FRIDAY (1/1) Video Story: Example of sharing love moment between to worker s, which is preparing for mini game in January 2021 Inforgaphic: Change facebook, website layout into New Y ear theme SUNDAY (3/1) MONDAY (4/1) TUESDAY (5/1) WEDNESDAY (6/1) THURSDAY (7/ 1) Mini Game: "How's your day with PJ?" _ sharing News: The whole view of the farm, where PJ your photo with PJ drink, and hastag Image and Text: A PJ's cold brew iced coffee f or a Tips and Trick: How to make an Iced Mocha with Product announcement: Introduce mini br ownie for source these lovely Coffee bean (Zing news, Kenh #mydaywithPJ The winner s, who get the highest Relaxing break, why not? free t oday PJ 14) like, share and comment, will get free trips of vinpearl Nha Trang for days SUNDAY (10/1) Product announcement: Introduce mini br ownie for free t oday SUNDAY (17/1) Product announcement: Introduce mini f ruit tart for free t oday SUNDAY (24/1) Image and Text: Is Iced Mocha suitable for friend time? MONDAY (11/1) Image and Text: Starting New Week With Energy From Pj Coffee! MONDAY (18/1) User - Generated Content: Stor y of sharing how does PJ's baristan produce a cup of coff ee? MONDAY (25/1) Blog Post: True Barista look like! TUESDAY (12/1) Blog Post: How does PJ bring the coffee bean from farm to end consumers? T UESDAY (19/12) Blog Post: PJ with heart! partner with heartgift to help a child T UESDAY (26/12) Product announcement: Introduce mini br ownie for free t oday WEDNESDAY ( 13/1) THURSDAY (14/ 1) User - Generated Content: Create a poll "Who will P roduct announcement: I ntroduce Mini croissant for you enjoy coffee with?" tag fr iends, or lover, or free t oday family to get discount vouchers WEDNESDAY (20/1) Product announcement: Introduce Mini cookie for free today WEDNESDAY (27/1) KOL Collabration: Philip Nguyen choose PJ's coffee w henever he has a meeting with his team T HURSDAY ( 21/1) User - Generated Content: Create a poll "Are you a tea or coffee lover?" THURSDAY (28/ 12) Image and Text: Repost Phillip Nguyen story in facebook FRIDAY (8/1) Tips and Trick: What is the difference between cold brew and regular coff ee? SATURDAY (9/ 1) User - Generated Content: Create a poll: Y ou prefer I ced Mocha or Hot caramel creme and Announce that those are being discounted 50% today FRIDAY (15/1) KOL Collabration: Chau Bui will share her busy worktime with PJ coffee FRIDAY (22/ 1) Image and Text; A cup of cold brew for deadline day! FRIDAY (29/1) User - Generated Content: sharing your happy moment with stt "I purple you" to get voucher buy get of signat ure cold brew menu SATURDAY (16/1) Mini Game: Announcing Minigame "How 's your day with PJ?"" SATURDAY (23/1) KOL Collabration: Binz will share his photo with cup of PJ's coffee and say that he are waiting to enjoy coffee t ime with his favourite aft er work SATURDAY (30/1) Event announcement: Preparing Tet holiday with PJ's KEY: News Image and Text Video Story 1st Febuary 2021 Tips and Trick Blog Post Event announcement Product announcement User - Generated Content Other SUNDAY (31/1) MONDAY (1/2) TUESDAY (2/2) Image and Text: Reminder people about the Image and Text: Announcement about Tet's holiday nostalgic memory of tradditional Tet's holiday, the is coming meaning of this day: Reunion WEDNESDAY (3/2) Product announcement: To celebrate t he incoming Tet's holiday, PJ's w ill prepare the seasonal drink: Egg Coffee THURSDAY (4/ 2) Blog Post: The History of Egg Coffee SUNDAY (7/2) MONDAY (8/2) TUESDAY (9/2) WEDNESDAY (10/2) THURSDAY (11/ 2) Event announcement: Enjoy Tet holiday with PJ's Others: KOLs ( Sean Trace and Phuong Vy Idol family, Mixigaming) and Influencers (Friends of Mixigaming) announce their collabration with PJ's News: Zing New s, Kenh 14 and other articles will promote this campaign Others: KOLs w ill interact with PJ's products in their social media Short Video Story of PJ's coffee w ith their KOLs and Influencer s SUNDAY (13/2) MONDAY (14/2) SUNDAY (20/2) MONDAY (21/2) WEDNESDAY (16/2) T UESDAY (22/2) WEDNESDAY (23/2) KOLs and Influencers produce more contents to News: Articles from VTV, Nhan dan or Vnexpress Image and Text: Asking people about how are t hei r remind that the Reunion Event of PJ's is end soon holiday going on? talk about the end of Tet's holiday Product announcement: Last chance to t ry Egg Coffee s SUNDAY (27/2) MONDAY (28/2) Image and Text: Thank you for your moment with PJ's Coffee Video Story: Video Recap Event FRIDAY (12/2) Product announcement: Launch Egg Cafe (The special seasonal drink) Event announcement: Reunion with us at PJ's T UESDAY (15/2) THURSDAY (17/ 2) Image and Text: A post about prepare f or New Blog Post: How PJ's and people in there welcome Event announcement: Sharing moment with PJ's to Others: Promotions and vouchers to encourage Video Story: Congratulations about the New Lunar Lunar Year's Eve moments: Do you have anyone t o Tet holiday together people come to PJ's enjoy the new product and Year and have a wish to everyone who follow with earn unique rew ards: Capture image or video with share? If not, come to PJ's We will that PJ's Other: Promotion: Lixi for people who come to PJ's event PJ's drinks together this week Product announcement: Promotion for group of people or family who come to PJ's Coffee FRIDAY (5/2) Tips and Trick: How to make Egg Coffee w ith PJ's THURSDAY (24/ 2) User - Generated Content: End of the event sharing w ith PJ's Coffee FRIDAY (18/2) Image and Text: How people around Vietnam welcome Tet; and there is a picture of people welcome Tet at PJ's cof fee FRIDAY (25/2) Image and Text: Sharing User -generated content of customers who it SATURDAY (6/ 2) Blog Post: The value of Reunion of Tet's holiday with Vietnamese people SATURDAY (13/2) Image and Text: A poster /A picture with the content of people coming to PJ's t o enjoy Tet's holiday to advertise about event SATURDAY (19/2) Tips and Trick: How to get many Lixis? Do you to old to have Lixi? Come to PJ to get it ;) SATURDAY (26/2) Product announcement: Stop selling the season drinks Egg Coffee Idea for Video and Photography/Written Content Bui Kim Long Video Idea: Insight: Customers (Officers) who lonely in Christmas and New Year Eve They want to have someone to share as well as enjoy the most beautiful moment of the year Detail: There will be main characters: one man and one woman The video has maximum 2-3 minutes PJ’s coffee creates the event of a secret meeting between people who order the same drink People come there to finding their partners/ f riends Format: The life of both main characters before the turning point: They both get caught up in the reel of work When Christmas Eve comes, they have time to rest, however, they feeling lonely because they don’t have anyone to share the moment They both see the promotion of PJ’s Coffee: The Secret Meeting Then, they decide to come there, and they order the same drink; start a good relationship with each other Finally, the message of PJ’s coffee has been showing: Come to PJ’s coffee to connect with each other or to find the missing piece of your life Photography Idea: Creating the image a mystery wall with Christmas decoration At the top, the photography will have the tagline of this campaign: PJ’s - place to connect., and description: there will be a secret person behind: a good friend or your future wife At the bottom, the Call to Action message has been placed: If you want to find out, come now! The main colour of the photography will be the colour of Christmas Eve, and the logo has been designed to match with the tone of this holiday, for example, the logo of PJ’s will wear a noel hat Source: Unsplash Tran Thi Ngoc Thanh Video Idea Insight: Why don't you try? Sending a message that if you want to something, just it The luckiest will be waiting for you! Detail: There will be two main characters: one girl and her best friend The video has a maximum of minutes PJ’s coffee creates special coffee for Christmas day and will promote it viral by KOL And the story behind this special coffee cup is the love that the buyer wants to give for the recipient.Therefore, if you want to send your love with someone that you are afraid to say, just send them a special PJ coffee cup then they will know what you mean Message: The message of PJ’s coffee has been shown: Choosing PJ’s coffee to connect with each other or to find the missing piece of your life Photography Idea: Creating the image with the big Special PJ coffee cup for Chirtmas At the top, the photography will have the tagline of this campaign: PJ’s - place to connect, and description: sending this special coffee cup for your special one, the Call to Action message has been placed: why don't you try! The primary colour of the photograph will be the colour of Christmas, and the logo has been designed to match with the tone of this holiday, for example the logo of PJ’s will be wearing a Christmas hat Source: Unsplash Video Idea: This video focuses on people who live in Saigon Tet Holiday, a group of friends did not a meeting place because most of the coffee shop has close However, PJ's cafe has open over the Tet holiday and also have a big surprise for customers when they come as a group such as a lucky draw (it have discounts from 10% to 50%) or free a drink when customers buy more than three random drink For customers, coming alone if they want to connect with new friends we also can match customers with each other Your holiday is not alone when you join with PJ Format: 1m30s long The tone of voice: Energetic, Fun, inviting tone Message: If customers not have a place to go when the Tet holiday coming, come to PJ we are serving 24/7 over the Tet Holiday Nguyen Thanh An Written content: This Tet holiday PJ has open 24/24 to welcome all the customers to come to our store !!!! With the slogan “Càng Đông Càng Vui" It even funs when customers come as a group from people and upper because we have a gift for you guys the more customers the more gifts Cao Xuan Huy Video Idea: “I know a good coffee store nearby.” Format: Silent Black & White then transfer to Color Movie Conversation in black scene Time: 1-2 minutes Message: The best taste bring the best mate Detail: characters: man & woman A woman seems lonely outside the street on Tet Holiday She looks like empty or need someone to talk A man approaches then asks her for a drink, and he introduces to her PJ's Coffee When they come inside the store, the scene will become colorful They have some coffee and happy conversation The scene will be blackout and the PJ's logo and taglines will appear THE END Source: New Zings Photograph Idea: Bring back the feeling of old Tet Holiday Format: Black & White picture Message: Tet holiday brings people closer together Detail: Black & White picture includes a crowded street in Tet Holiday The picture should say that how the Tet holiday was in the past and can bring back that memory to other people Pham Ngoc Khanh Linh Video idea: Insight: Customers that are seeking for a partner during Christmas Eve to celebrate and share meaningful moments Detail: main characters: children and woman Maximum length: 1min-1:30min A kid secretly gives a cup of hot Mocha coffee from PJ’s to his mom as a Christmas gift Format: On a night of Christmas when everyone is busy preparing for big gatherings and celebrations, a young family woman who is an office worker swamped with work got no time to celebrate with her own kid The woman was sitting on the working table with loads of reports and projects to work on Suddenly there was a knock on the door, she surprisingly walked towards and opened the door There stood a small kid dressed up in Santa Claus clothes Her kid smiled at her and gave her a cup of hot Mocha from PJ’s and said “Merry Christmas mommy” The message from our brand: every relationship needs affection and cultivation Show how you love your beloved ones Let PJ’s Winter coffee help you with that Photography Idea: Warm color, cozy atmosphere, Christmas decoration in the background The kid smilingly gave a cup of hot coffee to his mother Both were filled with happiness and thankfulness Message: PJ’s help you to show how grateful you are to your parents, and help to cherish every moment during festival season Reference List Albright D, 2020, What’s the Average CTR for Facebook Ads, and How Do You Improve It?, databox, viewed 23 November 2020, Aamplify, n.d, “Calculating your Facebook engagement rate - are you performing well?”, Aamplify, viewed 23 November 2020, Bond C, 2020, “Conversion Rate Benchmarks: Find Out How YOUR Conversion Rate Compares”, WordSteam, viewed 24 November 2020, Euromonitor 2020, Café/Bars in Vietnam, Industry Report, Euromonitor, viewed 23 November 2020, PassPort Database FYI 2019, “What is a good Instagram engagement rate?”, FYI, 25 November 2020,
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